The Hows and Whys of Creating Video Content

2018-11-06T02:28:07+00:00January 31st, 2017|Explainer Videos, Social Videos|0 Comments

By Micah Pinto
Chief Evangelist

The age of digital marketing has long begun.  And not maintaining digital presence gets your business behind.  Similarly, not utilizing videos for your digital campaign gets you behind.

Video contributes greatly to branding and lead generation.  It has the power of creating an image in the minds of the consumers— telling them what a product really is.  Video satisfies the craving of audiences for an aesthetic experience.  It utilizes color, depth, form, visual elements, sound, and movement to help build a product image.  And not only that, it helps maintain a unique relationship with your audience.  Through videos, you create more creative and engaging platforms for your brand & your market.

Nearly 80% of B2B companies are using some form of video in their content marketing as found in a research done by the Content Marketing Institute.  While there is a need to create videos for your digital campaign, the most important starting point is to understand its purpose and potential.  With this understanding, you will be able to maximize video content and pull your company upward.

social-video-relatable-personal

Why Value Video?

1. Real stories make people stay.

Producing relatable and relevant videos to your audiences make them listen to what you have to say.  When you deliver relevant and reliable information, the audience develops a certain degree of trust for you.  This allows them to constantly engage with you through the content you produce.

The traffic that you generate from your uploaded video content adds up value to your SEO.  While more audiences consume more of this information that is digitally accessible, they take longer time in your website.  Improvements in the average time people spend on your site also boost SEO.  Simply put, incorporating engaging videos in your blog posts add to the average time of people on your site.

2. Concise explainers make happy learners.

The first few seconds is the most crucial part; it lets people know if they are willing to read on an article or watch a video.  Don’t use too much jargons.  Too much information can be overwhelming.  Keep it short and simple.  It’s not good to intimidate your audience.  This forces them to isolate themselves.  Your audience might end up not participating with you at all, just because they feel they can’t relate with you.

It’s also good to show your expertise to your audiences.  Make something that’s easy but still exciting & enjoyable to digest.  When you make your content understandable, the more audiences would like taking information from you.  Build on this trust, not just to increase audiences, but also to increase loyal patrons of the content you share.

3. Sharing and learning make people engaged.

Learning is a very powerful tool to get people involved.  And learning would mean, people taking something from you.  Constantly creating video content challenges producers to be able to conceptualize material that would keep audiences coming back for more information.

One good strategy is exploring your company or your product with your audience.  Opening up different possibilities through how-to videos and product demonstrations gives your audience the opportunity to respond and interact about your product.  Getting to know more of the product through a series of demos also allows customers to relate & engage themselves in a journey.  Make the journey worth taking, so you can also make a steady stream of people who will ride it.

Allow your audience to learn with you.  Because making learning-based video content (for example webinars, demo videos) also gives you more leads.  An article by Khan shares that according to the 2016 B2B Content Marketing Survey, more than 66% B2B marketers consider webinars the most effective marketing and lead generation technique.

4. Video is dynamic and limitless.

Jodi Harris points out in her article that, “Videos are among the most versatile tactics content marketers can leverage.  For starters they can be cooked up, loaded up, cut up and served in a wide variety of ways.”

Video campaigns can be learning-based, educational, relational, and social among many others.  You can have videos for archiving or real time engagement.  Each video can range from 3 seconds to 30 minutes depending on what content you’re sharing.  And your audience can even grow exponentially through social media engagements.  The possibilities are just endless!

The important thing is aligning your purpose, marketing objectives, strategies and content.  Videos can only be effective when you incorporate it with your overall business plan.

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How to Create a Strategy

1. What is The Big Message?

Creating a great digital campaign involves creating intelligent content that would boost marketing activities to fulfill your objectives.  Everything has to fit together.  Videos should not just be made for the sake of producing content.  Make and upload videos that are relevant and relatable to your audience.  And engage them to address specific marketing goals.

Here are some action steps to follow:

1. Determine your objective.

Think of your digital campaign.  Decide what type of videos would align with the content or the Big Message that you have in mind.  Make sure to identify your expected results.

2. Define what your product is and what you want to tell about it.

Be clear with what you want to share.  Resonate this concept through using the appropriate clips, fonts, colors, etc.  Branding is also carried over to your video content.  Make sure you don’t go against or veer away from your company’s identity.

3. Identify a call to action.

Investing in content is useless when it doesn’t contribute to your business objectives.  Do want your audience to sign up and get a membership package?  Do you want them to visit your website?  Do you want them to purchase a product?  What do you want your audiences to do after watching your video?  Include this idea when writing your story or script.

2. For Whom Is The Message?

Identify your target audience.  Who are you talking to?  How big of an audience do they want?  Are they on Facebook? Instagram? Snapchat? Periscope?  These are only some of the questions to ask.

A mom, a student, an employee would have different lifestyles.  They would have different habits when they go online.  You have to know to who you’re talking so you can identify the appropriate tone that you can use for your videos.  Knowing who your audience is also helps you identify the online platforms where your content should be distributed.

3. How do we get the message to them?

Choose a platform that best reaches out to your audience.  Also, understand how long and how frequent they are in a specific platform.  There are many online platforms which you can utilize for your digital campaigns and video content.  But don’t be tempted to go online in all of them.  You just have to be on those platforms which are relevant for you and your audience.

4. Highlight what needs to be done. Always have an action steps incorporated in your strategic planning.

Make sure to identify deadlines and target release dates of your content.  Carefully set output delivery deadlines so you can meet your content publishing schedule targets.  Then, you can work backwards to see how much time you need to get the job done.  Prioritize and always identify key elements.  It helps to always go back to your branding and your Big Message.  Always be mindful to only do work and create content that is relevant to the business objectives you set.

5. Identify the right people to do the job.

Know the key roles & the key people who should be part of your team.  Creating videos means working collaboratively (if you are not working on content alone).  It would help a lot to consider your team’s workflow when plotting out your schedules.  Incorporate the processes and steps in your timeline where different people will be involved.

You may also consider outsourcing video content especially if video creation is not your core competency and you wouldn’t want too much of your time on it.  In this case, you will need to choose reliable partners who can deliver the message through the video work that they do.  While you consider sourced out videos, you will also have to consider the effects of this on your business processes and timelines.  Talk to your provider to smooth out the scope of work and timelines.

6. Plot your measuring tools.

While you plot objectives for your video content strategies, you must also identify performance indicators to measure if your goals have been met.  Always have a post-evaluation of your video content publicity so you can monitor patterns and development, and also check how you can have better content and wider reach in the future.

For more specific numbers, you can utilize Google Analytics where you can keep track of your engagement and measure your advertising ROI.  You can also monitor your social networking sites.  Facebook would have their own tool that could measure Ad Insights and other social media platforms would also have their own analytics tools like Twitter and LinkedIn.  There are different ways of analyzing results which would depend on your video distribution platform.  There’s also Wistia that gives you a video heatmap, where you can see the parts of your video where audiences start to drop out.  All these measuring tools give you an idea of your video traffic and allow you to tweak your content & make them better.

creativity video content

How To Get The Most Out Of Your Video Content

Creativity and smart decision-making are key tools in producing video content.  While there will always be newer and better ways of doing things in the digital platform, here are a few non-negotiables in strategic content creation:

1. Set goals and hold tight.

Always know what your video content is for.  It is very important to clearly indicate your purpose.  Don’t fail to deliver it through your video content.  And make sure your video campaign or video content strategies are consistent.  Don’t get distracted with trends that don’t fit your campaign.

2. Invest in the process.

Think of the bigger picture.  Your video content strategy must be associated with the overall marketing strategy.  When you have plotted out clear marketing goals and strategies, creating multiple video content becomes easier.

3. Share effectively.

Always know who you’re talking to.  Pick the right platform where you can successfully meet your audience and make your campaign effective.

There are lot of platforms to share your video, but the most frequently used ones are:  YouTube, Facebook, Twitter, SnapChat or Instagram for live video stories, and Wistia or Vimeo for business video hosting.  Again, you don’t need to be in all platforms but you need to choose the right one for your business.  A study by Facebook reported their users viewed over 1 billion videos each day.  That’s a lot of videos!

4. Keep on tagging.

Be sure to indicate appropriate and relevant keywords when uploading your videos.  Your original content will boost your SEO.

More to Explore

There are a wide range of videos that you can explore based on your marketing strategies.  You can do webinars, explainer videos, testimonials, product demos.  Again, video is dynamic, versatile and limitless.  Always pay attention to timeliness and relevance.  It is critical to know your objectives, your available content and resources, so you can find the video that fits your digital campaign.

References:
http://contentmarketinginstitute.com/2016/04/video-content-examples/http://www.business.com/video-marketing/5-ways-video-can-make-your-content-marketing-strategy-more-effective/https://www.vidyard.com/blog/importance-of-video-content-marketing/https://www.vidyard.com/blog/how-to-develop-a-video-marketing-strategy/http://contentmarketinginstitute.com/2015/07/scale-stand-out-video/https://blog.bufferapp.com/social-media-analytics-toolshttp://newsroom.fb.com/?s=latest+on+facebook+video&post_type=

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