So you have to find an approach, an angle, that promotes what you do while still being interesting, useful, unique and engaging. It can be quite a challenge if you're not in a "sexy" niche.
I've been thinking about this question as it pertains to my YouTube channel for this site. It's been a bit tricky. See, I have another blog about Perth that I've been making little videos for. That's really easy. I basically just walk around the city and pull out my camera when I see something interesting.
But this site has a narrower target audience and so a different strategy is required. Ideally my videos will be visually interesting as well as related to business promotion.
A while ago I made some half-hearted efforts in this direction. They weren't all bad, but they were jut kind of vague. So I didn't upload them.
Recently, however, I've found a better approach. I've been keeping an eye out for new projects, events and the like and looking at them as mini case studies. I figure that if I've heard about them they must be doing something right marketing wise. So I can swing past one day and get some footage of them, adding a few thoughts as I do.
I've only done this twice so far. But the process flowed easily and I think it's a good angle to repeat.
This approach has a couple of advantages. Firstly, I already know that what I'll be filming is in the news or has a bit of a buzz about it. So people in this city are sure to be interested and will be searching for it.
Being locally oriented content, it will be comparatively easy to rank highly for relevant searches for it on YouTube (which is a hugely popular search engine in its own right).
This "case study" approach could be applied to pretty much any niche. Say you're a builder, specializing in a certain kind of structure. You could just lob at a notable example of this getting some publicity, and start shooting. Having so much expert knowledge of what's being done, including an engaging narration (either as you film it, or afterwards) wouldn't be a problem.