Following on from talking about why you should have bold content for your business and if you should DIY, we’re now looking at what things you should look for if you’ve decided to go pro and outsource your video content creation. Now, it’s about finding the right content creator, who can give you what you need.
As in all forms of business, not all services are equal, and some video production companies will be more in-tune with your requirements than others.
If you’re unused to working with video production specialists, it may be difficult to know how best to choose your service provider.
Here are five things you should look for in your content creator.
If you’re choosing a video production company you want to know that they can come up with the goods.
They should be able to show you examples of their work, either as a showreel or as individual portfolio pieces. Does the work look professional and, importantly, does it convey a clear message and tell a compelling story?
Consider the overall tone of the work? Is it adaptable for different clients, and can you see it working for your brand?
Take in all aspects of the production, from its visual dynamics to its sound production. You want to reassure yourself that your finished product will be of similar quality.
Your content should be specific to your marketing objectives, which means it needs to reflect your brand values. It will only do this if your content creator can get to the heart of what you’re about, to then deliver on your vision.
How does this happen? By listening to you. A good content creator will listen first, then ask questions to build up a clear picture of who you are and what you want.
Therefore, if you find that they’re doing all the talking and none of the listening or they’re not asking the right questions, then how can they know what you want from them?
You’re looking to create content to engage with your customers, but how does it feel to be a customer when you’re looking for help?
The level of customer service you get from a video production company should be a clear indicator of what it would be like to work with them.
If, for example, they’re impossible to reach, or they’re late in getting back to you, how would these things translate into a working relationship?
Also, can you easily reach decision-makers when you want to? If you’re being passed from pillar to post, this should ring alarm bells.
Your content creator needs to be the right fit for your business, and they should demonstrate clear customer-focused values in how they interact with you.
Timing is a major part of any strategy, and this includes content marketing.
It’s all well and good having quality content, but the timing has to be right. You can’t build a coherent, consistent marketing strategy if you haven’t got the content when you need it.
At the same time, you don’t want a faster delivery that compromises on quality.
You should be looking for a clear idea of timescales involved in video production, and an understanding that the content creator you choose will be able to commit to them.
Think about your budget, and what it will buy you from your content creator.
Some video production companies offer packages for their customers, others will charge an hourly rate. Either way, it’s important to understand upfront what you’ll be getting for your money.
Will it be one video or a sequence? What about post-production? Video production involves various stages besides the shoot itself, such as editing, subtitling and other post-production work.
For example, how many edits, revisions, stills and clips does the price include? This is important for when you come to repurpose or reuse your content in different ways, such as including it in social media posts.
Will the service provider offer support and guidance for uploading your videos, and if so, does this come at an additional cost?
One of the keys to creating content successfully is consistency. When considering who you want to work with, also look at what sort of ongoing support they could provide you with for your content.
Outsourcing your content creation is a big responsibility. This is why you need to look for the right qualities in the video production company you choose to work with.
We specialise in content creation, including corporate and brand videos, promotional films and social media video content. For more information about our video production services, please contact us.