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If content is King, then distribution is God. And strategic partnerships are one of the most effective conduits that facilitate distribution to otherwise independent communities. Strategic partnerships can be as big as Reebok partnering with the UFC, or as subtle as Elmer’s Glue partnering with popular YouTubers who have successfully seized on the home-made slime craze. Strategic partnerships mean knowing what is trending in order to connect the right players, and having the ability to open doors that others don’t even think to knock on. It means thinking outside the box in terms of how different communities can connect with one another. It means always being in touch with, and connected to the world around you. It means thinking big, not being shy, and taking chances. If you want to hit the bullseye, you need to aim above the target!

I am often asked how to make a video go viral. My answer is always the same: How do you get a hole-in-one? It’s luck. But the more you maximize your chances, the luckier you get. Keep putting your ball within a few feet of the hole and eventually, it goes in. It’s the same with viral videography. There is no formula. And to some extent, it is luck. But there are techniques, strategies, and approaches you can implement to maximize your chances of getting lucky. It always starts with great content. But if content is King, then distribution is God. You need great content. But you need the network to distribute that content, to make it accessible, to promote it so that people can know it exists in the first place in order to be able to share it themselves. Organic growth is the ultimate proof of compelling content. But sometimes, organic growth needs a jumpstart.

Whenever I come across an event and notice that there is a photographer, but no videographer, I see a missed opportunity. A picture is worth a thousand words. And a video is thirty-two pictures a second! In the era of social media, video content is more likely to be viewed and shared than photos. If you are putting on an event and think it is important enough to hire an event photographer, you need event vlogger. Beautiful, compelling and captivating moments cannot be allowed to disappear into the ether.

Vlogging as a method of content creation is not widely understood or properly viewed. It’s more than running around with a camera pointed at your face. It’s about telling the story, sharing an experience with the viewer as though the viewer were there, in virtual real-time. It’s about eternalizing moments so that they can be shared with the world. It’s mini-documentary film-making. Done properly, it’s a powerful and essential marketing tool that can provide massive amounts of highly shareable original content.