Content marketing is the way of business these days and video is the preferred delivery method, but it’s not enough to produce a single video and call it done. You need more than that to make an impression. You are going to need a campaign—a series of videos.
Your audience wants to connect with you visually. They want to see what you are doing and hear your stories, which is why video is the perfect medium. The only question is how you will produce your video content. Now, you could point your phone at a colleague and post an impromptu video to your web site. It is an option, but by doing so you could undermine your image and brand.
You need to be more strategic in your approach and in your production values because your audience can tell.
Here are our top 7 challenges in producing video content and what to do differently:
- Know the strategy behind your video. There should be one that is more than “we need to post more content” because that is not a strong enough reason to warrant posting something. A “put it on the site” mentality is great for filling pages, but not for developing meaningful content. It is better to look at your videos as a tactic—a tool—like any other in the marketing department. They should have purpose and a point, otherwise you will lose your audience. Maybe not with the first video, but over time, once they realize your content isn’t going anywhere. Videos can do a lot, but it cannot overcome a lack of planning, strategy or purpose. Plan your video campaign before you begin. The beginning is also a great time to bring in the professionals who can help you stay on track and in focus.
- Know what you are trying to say. Similarly, your message should have a point. Plan what you want to say and how you want to say it. Distill your message into a single salient point and then develop a campaign to support your purpose above.
- Keep it professional. Using amateur equipment is easy and cheap to use. We know that. The problem is that it can also look cheap when used by amateurs. Consider your image and decide whether producing a video that has a professional look and sound is important to your image. If so, hire a professional team. They will bring experience, proper equipment, knowledge and, as important, a lighting and sound kit with them. The biggest problem with amateur productions is lighting and sound. Don’t underestimate them. And don’t underestimate hiring a team that knows what they are doing.
- Make it engaging. Don’t bore your audience. It is the quickest way to lose them. Consider not only your message, but your visuals when creating a video designed to engage audiences. Adding layers with music, special effects, graphics and animation can greatly enhance your presentation. Even tired Powerpoint presentation can come alive with animation and imbedded video.
- Change it up. Variety is the key to good content marketing. Don’t limit yourself to producing just one video or one type of video. Even if you have a limited budget, you can make it more economical by shooting once and cutting several videos from the footage obtained. This requires serious pre-planning and a strong creative team, but it is worth the savings in the end. Not only can a bundled project save on production time and cost, it can greatly increase your ability to produce content both now and in the future.
- Strengthen your image. Use your videos to strengthen your brand image and messaging. If you are doing a brand makeover or launching a new logo, use your videos to celebrate that change. You can apply type, color, logos and any other style guideline in your video to create a cohesive look for your organization. Or create a complementary style for a special event or side venture.
- Measure response. Like any marketing endeavor, you need to track the response. Analyze what works and what doesn’t so you can tweak your offerings moving forward.