Don’t dry up #3. Content saved from the cutting room floor.

If you make a film about your business, it’s an investment in time, money and nerves. And because web viewers are an impatient lot (myself included) most promotional videos are short and to the point.

So much of what you film hits the cutting room floor. It’s never seen again.

Great for internal and external comms.

Luckily in this digital age, you can salvage those offcuts. Keep them safely in a cyber file somewhere, because:

- They’ll have quotes from your clients or team which you can transcribe. Sub them down to make punchy testimonial headlines. Use them throughout your website or in your company’s leaflets and brochures. Turn them into a banner for your exhibition stand.

- There’ll be material you could use at a later date, for another film. For instance, you might want to chart the journey of a client, product or service and you need to capture their progress at different stages of their life cycle. Those ‘trimmings’ might have just the quote you need.

The unedited interview with a client will give you and your teams useful feedback on exactly why they rate your company. You could use some of it for induction or training programmes. Client comments are a vital reminder that what you’re selling isn’t always what they’re buying.

Sweep up everything…

…and keep it. Even if you don’t publish the rushes, they might give you inspiration for your next blog post or newsletter. And recycling ideas is the subject of ‘Don’t dry up #4’.