Creating an Effective Video Content Strategy

Video Company Cambridge

Cisco predicts that by 2019, 80% of the world’s internet traffic will be video. Well, then you should probably start creating a video content strategy. Every brand needs to see that the importance of video is skyrocketing and realize that they need to be on board or else they’ll be left behind.

“Our job is to make change. Our job is to connect to people, to interact with them in a way that leaves them better than we found them, more able to get where they’d like to go. Every time we waste that opportunity, every page or sentence that doesn’t do enough to advance the cause, is waste.”

This quote from Seth Godin about marketing is the heart of developing an effective video content strategy. Marketing is connecting with people and continuing to find the best ways to do that. Video is a huge part of that. This guide will give you a good foundation on how to create a video content strategy that will connect the right message, aimed at right people, at the right time.

Research

Before you even start thinking about a video strategy, it is vital that you understand the video production process, what goes into producing a video, and what types of videos are out there and achievable for your company.  While reading blogs and infographics about types of cameras and equipment can be useful, the best way is to watch video! Check out videos from other businesses and try to notice what styles you like, what techniques and camera movements catch your eye.

Budgeting

The big question for every person that comes to our company is always the same. How much does a video cost?  The answer can be very difficult.  There are so many factors that go into the pricing of a video. What are we shooting? How long of a video do you want? Are we doing interviews? What type of camera are we using? What are the locations? Do we need to hire talent? Not to mention all the questions about post-production and graphics that we will have.

Knowing right off the bat what product you expect to receive and exactly how much your budget is will give you a better shot at collaborating with the production company you hire to produce quality video content.

Your Target Audience

One of the biggest mistake most clients make is trying to create one long video with 15 different purposes with a bunch of different targets. Don’t do it.  It is not effective and it will never work. We strongly recommend creating separate, shorter videos that target specific people. If your goal is to recruit better talent than create a video highlighting the team and work place.  Creating content that tries to please everybody is a waste of money.

Let’s talk about some specific examples of videos that have worked for our clients in the past.

Video Testimonials – Video testimonials like the ones we produce for ETHOS have been a very successful.  Hearing success stories from real, satisfied customers speaks volumes to potential clients. Testimonials from happy employees can also be useful for recruitment purposes.

Video Blogs –  Blog can reach wider audience and bring more traffic to your website.  You could feature the author of the blog on screen delivering the information, or develop a script for a clever animation that explains the content in a creative way. Or create original video blogs that are more like industry discussions amongst experts. Either way, providing useful information to viewers will increase the likelihood of the video being shared.

Product Videos – Depending on the brand, different product videos could be an effective tool. There are companies who produce short videos for all of their products for people to view. But for other companies, it makes more sense to only highlight new and exciting products that have a good chance of being shared amongst peers on the web. Product videos give you the ability to promote new products and educate people on how the product works.

Explainer Videos – Not every company sells products. If your company is selling a service and want something similar to a product video, an animation explaining your services to viewers is a great way to communicate those concepts. This 2D explainer animation from Sizmek explains the company’s service using an animated analogy of a cruise ship, something that would be difficult to do using live action video.

Training Videos – As part of some of our clients strategies, we produce training videos for products that are used by professionals. For example, a medical device company that sells to a hospital can benefit from a training video explaining to staff how to use the product, saving money on hiring trainers and minimizing customer service calls.

Promotional Videos – Promo videos can come in many forms and be used on many platforms. Generally, they come with the revealing of a new product, event, website, etc. However, we have developed strategies that include promotional videos for clients that just need to refresh their brands. Creating a nice sizzle reel of your company with exciting footage and graphics can remind people about you and keep you fresh in their minds.

Hire The Right Company

Too many companies and individuals are looking for the cheapest company when they should be looking for the right company. We understand that everyone has certain limitations when it comes to budget but you do not want to start reaching out to a bunch of companies and looking for the best quote (we like to call it window-shopping).

OH! Films team is a call away from helping you tell your story.  Call us or complete the form here and a member of staff will be in contact shortly.

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