Xenolith means, literally, “foreign rock”. It comes from the Greek  “xenos” (foreign) and “lithos” (stone). A xenolith is a fragment of foreign rock within a host rock. And just like that piece of foreign rock within, you may be overlooking a small, but enormously important bit as you use continue to hammer away with that stone tool to market yourself through your conventional ads, flyers, PowerPoint slides and other pedantic pieces of public promotion.


You say you've gotten along without video so far?  You say the current mix of tools has been doing ok? 

Well, maybe but....  



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You should know that video crushes conventional ads. It murders email. It petrifies postcards and eviscerates Val-Pak. It's been called the ‘Ultimate Marketing Tool’ by some experts. Little wonder why:

It is here to stay. Words with pictures. People talking to you. It's primal, and effective. YouTube tracks on average 2 billion views each day.

It is cost effective. You don't need a production team or even a high-end camera to produce your videos. Believe it or not, your iPhone or something similar will do. 

It is sought after. The market, yes even your market for niche b2b widgets, is eating up video at a record pace. Show Me. Tell Me. Show Me. 

Video brings traffic.  Create your channel on YouTube. Post videos regularly. Create a demand for more. Joila! 

It's the new cost of doing business. Not doing video is on par with not having a website...or a phone number.

Maybe your competition hasn't jumped on the video bandwagon yet. Perfect time to become a leader in your industry.  

By incorporating video into your campaign--xenolithically-- you will not only stay ahead of your competition, but you are likely to see improvements in your bottom line.

If video has been the foreign fragment in your stone, get to know it. And Rock It.  


Bob Namar is the Namarketer, a professional writer, editor and Internet marketer providing promotions and marketing via custom content to businesses in New York and New Jersey and internationally.


Authorbob namar

Video. Not only is everyone in marketing discussing it, but online video is now the dominant medium for getting your message heard. The big brands and top agencies are there, and to be sure, your audience is too. 


You may not be able to create a viral video, --please don't even try-- but you can still maximize the impact of a video, no matter if you're a brand marketer, B2B marketer, agency or anyone who wants to deliver a message.

I ran into Rob Ciampa, VP of Marketing at Pixability, at the Custom Content Council's Content Strategy Exchange in New York City this summer. He has five tips he shared for getting started with video marketing. They are:

  1. Video content is king. 87% of marketers are now using video as their primary source of content. They've discovered the impressive results video produces compared to other types of content.
  2. Don't be afraid to use YouTube. The YouTube community is massive, and the service is the second largest search engine on the Internet. If you're seen on YouTube, you'll be seen on the Internet.
  3. Don't get hung up on production. High production values do not mean a high return on investment. Even big brands like Dell have found success with uncomplicated employee demos.
  4. Video marketing matters. Your work doesn't end with production; you need to put at least as much effort into your promotional efforts. Proper video marketing delivers a ten-fold increase in clickthroughs.
  5. Social media and video work together. Video drives your social media to work better because it enhances the two-way dialog that is crucial to social media success.
What you need to know above all is, when organizations do YouTube right, they get incredible results. When they don't, they stink.

How do you 'get it right?' It's not too hard, really. 

  1. Make lots of video content: be a consistent video content machine
  2. Practice good video SEO: take video optimization and YouTube channel architecture seriously
  3. Use different videos for multiple touch-points: Don't get caught in the overproduction trap. Lesser quality video works well.
  4. Link your video to marketing initiatives: apply the "always on" strategy to video marketing
  5. Ensure your video has branding: apply it consistently, intelligently and methodically
  6. Content vs. channels: adding more content is more important than adding more channels
  7. Engage your community via social media: audience is everything on YouTube

Good Luck. Roll'em! 


Bob Namar is the Namarketer, a professional writer, editor and Internet marketer providing promotions and marketing via custom content to businesses in New York and New Jersey.


Authorbob namar