As with other marketing initiatives, you'll need to consider not only your audience, but also your purpose for creating content. (slaw.ca)
Some law firms make the same mistake with video that they do with other marketing initiatives: focusing on the attorney or the firm, rather than focusing on the client and their problems. (slaw.ca)
Lowe's cited a desire to focus on other marketing initiatives as its reason to withdraw its NASCAR sponsorship. (sbnation.com)