Marketing professionals, journalists and content curators are, once again, turning to the value of online video. In reality, we probably never left. Rather, other trends in online communications have flared up and faded away while online video has slowly built an audience and boosted its infrastructure.

The return to prominence of online video has public relations experts and brand managers running to produce video. But plenty of those folks will get their video wrong. At the very least, it won’t be as good as it needs to be so it can easily stand out from the rest.

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