How to Add Video to Your Company Culture

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Shweiki Media Printing Company sits down with Marcus Sheridan from The Sales Lion to learn about working videos into the company culture, and how to get started with it. He shares his insights with our printing services in San Antonio, Texas, and our magazine publishing and magazine printing company is more than excited to soak them up.

Sheridan founded his first business in 2001 after graduating from college — installing swimming pools. After nine years, his company beat the collapse of the economy and became one of the largest pool installers in the country. With his success, he started a sales, marketing, and personal development blog known as “the Sales Lion.”

Today, the Sales Lion is notorious for offering content marketing and inbound sales advice, and it was featured in The New York Times.

Showing Matters

Sheridan starts by highlighting how all websites are the same. They boast about how great their people are, and how their “culture” helps them thrive. However, all businesses boast similar brags, and no one ever says that they do not have great people.

Instead of talking about how great they are, Sheridan says a video is a best and most effective way to show what companies usually say. This goes for products, company culture, and services. A video is more effective at showing how things work, why they are the best, and much more.

Tips for a Successful Video

  1. Gather a Team

First, a team of employees and professionals are needed. Everyone should agree on the direction, and collaborate with one another to develop a successful video. Some companies have smaller budgets, which means that they may have to hire a videographer or person with journalism and mass media experience to fill the role of two.

  1. Invest in the Video

Low-quality materials result in low-quality videos. While every business has a budget, Sheridan points out that the better the equipment, the better the video turns out. Also, using the right editing technology is critical. Videographers have access to this editing technology, and some now offer VR experiences for companies that want to highlight their workplace or products through virtual reality.


  1. Use the Right Type of Video

In Sheridan’s opinion, the most compelling videos are two-person interviews.

These do not have to be question and answers either. They could be two people interacting on camera that also sells a product, but without a hard sell. For example, think of home shopping networks. A person is there as the product “expert,” while another is the interviewer.

The expert shows off the product, but the interviewer asks those questions that a customer service representative would encounter. By playing off one another, they can help deliver more information to the audience without the need for question and answer sessions.

  1. The Video Does Not Have to Be Perfect

People that take too much time scripting, editing, redoing takes are going to come off less natural than those that roll with it. Sheridan thinks that not everyone can be good on video, but the more they go with it, the more they improve. Also, he thinks people should not be coached. Videos are more effective if people just act natural.


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Marcus Sheridan

In 2001 and fresh out of college, Marcus Sheridan stumbled across his first business with two friends and began installing swimming pools out of the back of a beat-up pickup truck. 9 years later, and with the help of incredible innovations through inbound and content marketing, Sheridan’s company overcame the collapse of the housing market and became one of the largest pool installers in the US and currently has the most visited swimming pool web site in the world— With such success, in late 2009, Sheridan started his sales, marketing, and personal development blog—The Sales Lion, and has since grown The Sales Lion brand to be synonymous with inbound and content marketing excellence while being featured in multiple industry publications, including the New York Times where he was referred to as a “web marketing guru.” Today, when Sheridan is not giving riveting and passion-filled keynotes around the globe or consulting with businesses and brands, he generally finds himself on an adventure with his wife and 4 children.

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