The Fifth Network's director of marketing explains why Relevance, Brand and Distribution are the main ingredients for successful video.

During a recent taxi ride, my cab driver turned to me and asked about the prospect of the continued vitality for online video. His eloquent inquiry, though, came after an aggravated tirade of curses and a hurried explanation on my part that, while I'm in internet advertising, I am not "The Pop-Up Guy." Once placated, I proceeded to discuss online video and the industry at large. This actually happened.

When I was done, the driver explained to me that our meeting was fated because he had just written a business plan for a website, "that will be full of video." His site, which I can divulge because he didn't have me sign a non-disclosure agreement, will be dedicated to cell phones. There will be product previews and reviews, price comparisons and features explanations. He wants to do weekly shows in the format of "Wayne's World" (not a real show) and "The Man Show" (a cancelled show) where the host will sit around, drink beer and talk about his and his friend's cell phones and mobile adventures. There will also be an ecommerce component so that users can accessorize their phones with ringtones, wallpapers, running-boards, hydraulics, etc.

"So my friend, what do you think will make my videos good, valuable videos?" he asked.

Having just had a conversation about this very topic at the Advertising Club's "Meet the Press" breakfast in New York, I was able to share some insight with my driver.

The event included a panel of advertising and media writers from some of the top newspapers and trade publications in the nation, all talking about the state and direction of the ad industry. In conversations I had, many fellow attendees mentioned that, as the internet becomes a dominant player in the distribution of content, and the viable revenue models push the weaker ones to the sidelines, every major media player is going to come to the table with the bulk of their content libraries.

The panelists mentioned that "writers and reports are no longer 'newscasters' or 'print reporters' but that everyone is an internet content producer."

So soon, all of the broadcast networks will have content on the internet, as will the cable channels, the magazines, the weekly digests, the news channels and the newspapers…and this is in addition to the branded content being grown throughout the long tail of the internet. With this tidal wave of video on its way, finding the distinction of what makes good, valuable content is extremely important.

I explained to my driver, who had completely turned around to face me, that making his content valuable would require three things.

1.) Relevance
The internet affords almost all content producers an audience of some size, but to be a truly valuable asset, content has to be relevant. That means making sure your video content is optimized for search and deep-linked within your site. Users looking for info about the iPhone don't search for "cell phone video," they search for "iPhone features," and that means making sure each video can be found easily by interested users.

2.) Brand
In a world where mass fragmentation replaces mass media, users need established brands to help them decipher all their content choices. Making video a brand may mean describing it in the context of other brands-- "We're The Man Show meets CNET," "Consumer Guide meets Beavis & Butthead." Brands can, (and must) be built around new content producers, and internet shows like "Wallstrip" are doing a great job of establishing theirs by sticking to a consistent format and release schedule and delivering on their promise to match Stock and Pop culture. Another big help for Wallstrip was that many of their first videos revolved around consumer favorite stocks and brands (Apple, Google, Nike, Sam Adams, Chipotle) which quickly educated users what their content was like and about.

3.) Distribution
Content producers bring value to their content by growing its audience and increasing its exposure. While many content producers would love the millions of web users to visit their sites daily, this just isn't a viable reality. Syndicating content to relevant sites, on a platform that tracks and monetizes it with ad revenue, pushes content beyond its producer's borders and often places it in front of audiences that might not have searched for it. A unique and well-thought-out distribution strategy, which places great content alongside similar but better-known content, can be key to making video more valuable.

The cab pulled up to my apartment and the driver put away his notepad, thanked me for my time, mentioned that our short ride together was one of the longest stretches he'd gone in months without talking out his cell phone, and then pointed to the meter. Fate, it seems, is not without a sense of irony, and gets no discounts.

Bradley Werner is the director of marketing, The Fifth Network. Read full bio.