If you understand the potential of using content to market your business and brand, then you must decide how to go about creating it.
You could, for instance, write your own blogs, and post social media updates.
But what about harnessing the enormous power of video for your content marketing?
Again, you could choose the DIY route, and we’ll explain what you need to get starting. But we’ll also talk about the advantages of outsourcing your content creation, so you get a balanced view.
Of course, there’s enormous value in spontaneity, but when it comes to your video content, we’d recommend proper planning beforehand.
Plenty of people choose to shoot videos on their phones, often while sat in a car, or while they’re out walking.
But while these may come across as authentic displays of communication, often they’re neither brief nor impactful enough to connect effectively with target audiences.
Yes, your phone will shoot video adequately, but first, consider getting a tripod to mount it on.
Once you’ve got this static camera for your video, next think about the setting. Is your back garden the best location to communicate your brand values? Does your spare room contain too many visual distractions?
Aim for neutrality, so that little will distract from the content of your video.
It’s not just a case of pressing your record button. You need to be sure that the sound of your video will be clear. Again, if you’re outdoors, will the sound of traffic or other people affect the clarity of your message?
If you’re shooting indoors, make sure there are no other sounds that will interrupt or distort your audio.
Just as investing in a tripod is a good idea, so an external microphone can also make a big difference to the quality of your DIY video.
Lighting is another critical factor in video. Ideally, aim for as much natural light as possible. You can supplement this with a desk light or other lamp. Be careful, though, because lamp light, if not fluorescent, will cast an unnatural-looking yellow glow.
Cameras do need plenty of light to produce quality images, and quality is what you should be aiming for.
It’s one thing to have the right set-up for shooting your video content, but it’s quite another to know what content you want to shoot.
The important thing is that the content you create should connect with its intended audience.
Several approaches have proven success in video content marketing:
Now, these might sound a little dry and unengaging, but that’s where the power of content comes in. You need to find a way of conveying this information that will immediately capture your audience’s attention, and keep it.
You should, therefore, script what you’re going to film before you go about creating your video.
Understand what will come where, in a visual sequence, what you’ll need to display and communicate.
Use a conversational tone, and speak in short, clear sentences. Don’t rush the delivery, and emphasise key points.
Always keep your end goal in sight, and make sure everything you’re doing and capturing visually will lead towards it.
This shouldn’t be about the number of views, but first and foremost the call to action: what do you want your audience to take away from your video, and what action should this encourage them to initiate?
Think of the power of a cliff–hanger in a TV series: it makes you want to tune in to find out what happens next. What can your video content do to make audiences feel similarly engaged?
Finally, and crucially, keep it brief. You have a limited window in which to attract and engage your audience and deliver your message. Usually no more than two minutes. Videos that are too long, or ramble on at length, lose their audiences pretty quickly.
Various platforms will enable you to host your video on your website. You can also host it on a third-party site such as YouTube, and post it on social media platforms.
But the big question is can your video content compete? You might, for example, increase your audience reach by posting on YouTube, but you still need strong, quality content for your video to become an effective content marketing tool.
Video can’t guarantee you automatic success, but if you approach it strategically, and ensure your delivery aligns with your strategy, you’ll have a much better chance of reaching your target audiences and engaging with them.
No, not the little action cameras, but knowing when to outsource to maximise the benefits of specialist knowledge and expertise is a key facet of successful enterprises.
This applies to your content too. Why take a DIY approach and risk missing the mark when you could invest in a video-led content marketing strategy that delivers on your goals and objectives?
What you think you’re saving by creating DIY video content you could be losing in terms of time, resources and, ultimately, results.
As Manchester-based specialists in video production, we can work with you to give you the content you need that will make that crucial connection with your audience.
We listen to you, getting to know your business and what you want to achieve, and we help you shape the content that will build trust in your brand and help it grow and thrive.
For more details about our video production services, please contact us.