There’s something incredibly satisfying about publishing a post.

You write it, hit publish, and within minutes you can see whether anyone cares. Views come in. Maybe a few likes. Someone comments. You get that little hit of validation that says, this is working.

Then tomorrow comes.

And for the most part, that post is gone.

That doesn’t mean social media is useless. Far from it. But I think businesses often compare the cost of creating a good video with the cost of creating a post without considering what happens to each one after it’s published.

A post is usually created for a feed. A good video can be created as an asset.

That distinction matters.

Think about a founder answering a question on camera that every prospective client eventually asks:

“Why should I choose your firm instead of one of the larger firms?”

If that answer is thoughtful, well produced and genuinely useful, it can live on the firm's website for years. It can appear in Google and YouTube searches. A salesperson can send it to a prospect. It can go into an email. It can be embedded in a proposal. Portions can become social posts. A new employee can watch it six months from now and better understand how the founder thinks.

Most importantly, it can be watched by a prospective client at 11:30 at night when nobody from your firm is there to make the case.

That's where the economics of video start to get interesting.

The question shouldn't simply be, “How many views did this video get?”

The better question is, “How many jobs can this piece of content do for us, and for how long?”

A video that gets 300 highly relevant views over two years could be enormously more valuable than a post that gets 30,000 impressions this afternoon.

Especially in professional services, where one new relationship can be worth tens or hundreds of thousands of dollars.

Write down the five questions your best prospects almost always ask before hiring you.

Then look at each question and ask:

1. Could someone from our leadership team give a genuinely useful 3–5 minute answer to this?

Don't write a commercial. Answer the question the way you would if a great prospect were sitting across the table from you.

2. Where could that answer live permanently?

Your website? YouTube? A service page? Your founder's LinkedIn Featured section? Don't create it unless you know where its permanent home will be.

3. Where else could you use it?

Could sales send it to prospects? Could it go into your newsletter? Could you pull three short clips from it? Could it become an article? Could it help recruiting?

4. Will the answer still be useful a year from now?

If yes, you've found an evergreen topic. Prioritize those.

Do that with all five questions and you've stopped planning posts.

You've started building a library.

And that's the real advantage of good video.

You create it once.

Then you put it to work.

That’s all for now, have a wonderful week!