Channel Champion Blog

kid-superheroRecently I have spent a lot of time working with Robert Cassard from Voodoo Video Marketing Magic. As I learn more and more about not just the benefits but the strategy of video, I find myself asking why this integral part of digital marketing has not reached a greater level of adoption. Perhaps it is fear? Not just the fear of failure but the fear of the unknown. Perhaps we need to channel our inner child, the one who when asked what instrument we played, confidently said “why, all of them of course!”

I find myself asking why video has not reached a greater level of adoption. Perhaps it's fear? Click To Tweet

I have to look at this from my own internal perspective. I too could have been leveraging the value of video long ago. But for some reason I felt like it was too complicated, too many moving parts. And I convinced myself that I would move in that direction when I was ready. Kind of like when I told myself I would have kids when the time was right. Well that day came and went – regardless of my procrastination – and turned out to be the greatest blessing of my life, so hey – perhaps video will work out as well.

At CCI we have wholly embraced digital marketing. And not just as something for our clients and their partners, but as an integral part of what we do. Social media, blogs, podcasts are all part of our daily breadth. But video? Way too complicated, way too expensive, way too demanding.

Then I started to dig in, and frankly it started with a book that showed up on my doorstep. Heather K. Margolis (Channel Maven Consulting) did the intro for Robert’s book Video Growth Hacking for Channel Chiefs and pointed Robert our way. Next thing I know I am having coffee with Robert, admittedly as a skeptic. I had no idea there was such a thing as a “lifecyle” for video. Who knew? Okay, apparently a lot of you knew. But those of you who do know, are acutely aware of some of the internal challenges.

I had no idea there was such a thing as a “lifecyle” for video. Who knew? Click To Tweet

I started chatting with some friends at Fortune 500 and small companies alike, I started to hear some of the challenges and aspirations for video facing everyone. It made me wonder if I was either previously not listening or just catching onto something with legs. And I admit I am hooked.

So the short of it is that while we are going to become experts on video so we are well rounded in all digital marketing things for the channel, we are going to start diving into video for our own use. With a little guidance from Robert, I believe we can be very successful. And I will gladly share what we learn as we start this journey.

And yes, we are going to be as confident as a 5-year-old who can play any instrument, just ask them.



Steven Kellam, President at CCI

Steven Kellam PictureAs a growth specialist, Steven is responsible for driving CCI’s evolution to expand its offerings and grow across its product suite, utilizing marketing to position the organization for continued, long-term success. He is also responsible for developing the strategic alliances necessary for CCI to achieve its revenue and profit goals, including technical alliances, service partnerships and sales relationships. Steven has experience in both the VAR space, having run a successful managed services IT business, and a background in manufacturing where he built a channel of over 2,000 partners.