In this week’s article, we’ll cover the 5-steps to create powerful video content. In one of our recent articles, we talked about the biggest marketing trends for 2017. At the top of the list was compelling video content. There are very simple reasons for this, the biggest ones being that video content is easily sharable via social media channels, that they are easily consumable and that they provide an additional information dissemination medium rather than only in written form. These are the reasons that many businesses, regardless of the industry, are looking to video as a fantastic brand building mechanism and marketing tool.

video marketing

Filming video is also a very fulfilling and even fun thing to do. You are probably well aware of this. But when it concerns what you actually want to film, the presence you bring to the table during the project is critically important to the ultimate outcome.

So, as a marketing agency, how do you create compelling video content that both reaches and engages your target audience and brings your client the best results possible? For today’s article, we will talk basics about how to create compelling content. We will not talk about the intricacies of videography, sound, lighting, editing, logo placement etc. This is something that your videographer and sound technician should have a strong grasp on. For this article, we want to focus on the quality of the content and how to portray it via video. So, without further ado, here are the 5-steps you need to take to create compelling video content:

1. Do your prep work

The first in line of 5-steps to create powerful video content is to Do Your Prep Work. This should be an obvious understatement, but doing your prep work is critical to a fantastic outcome. This basically sets the tone of your entire project and is #1 of the 5-steps to create powerful video content. It’s always very important to keep in mind that you need to portray what your client is comfortable with, and not what you think is best for their business. Also, by all means make every effort to include your videographer (and sound technician if that’s a necessary role in your production) in the prep work. A skilled videographer will have tons of fantastic insight for how to tell an effective story, and the detail minutia that should be included to deliver the best end result possible. Together, you will need to include the following in your prep work:

  • What does your client ultimately want to have portrayed by your work?
  • Does the client want simple and practical insight into what communication they are trying to disseminate?
  • Do they want to integrate emotionally engaging aspects to the work?
  • How will the above be an accurate portrayal of what the client’s brand represents?
  • What does your client do better than anyone else?
  • What can the client’s customer ultimately achieve from doing business with them?
  • What descriptive adjectives and metaphors can you identify and map out that would clearly represent what the client’s organization is all about, and what they want communicated in the video. You will of course need to think about how this translates visually and verbally.

Step 2: Prepare the script

Now that you have done your prep work, the next step in the 5-steps to create powerful video content is to Prepare a Script (aka talking points). This will include the following points:

  • The client’s business name
  • City and state
  • What the client does
  • A representation of all the points listed in Step #1
  • Why potential customers should contact the client
  • Client’s business name again

Step 3: During filming, get in the right head space

Number three of the 5-steps to create powerful video content is to get in the right head space the day of filming. What you portray will most definitely come through on your facial mimicry, which your subjects will without doubt respond to (either positively or negatively), both on conscious and unconscious levels. Be very conscious of this. Make sure that what you bring harmonizes seamlessly with the objectives outlined in point #1.

digital mediaStep 4: Testimonial vs. Scripted material

The fourth of the 5-steps to create powerful video content is Testimonial vs. Scripted Material. If the customer’s video is a testimonial, it may be necessary to run a tight ship in terms of the which points the subject addresses, and in which order. On the other hand, it may be that the subject is fully comfortable on camera and can hit on all the talking points without any direction whatsoever. If this is the case, then by all means let them talk away, and only interrupt when you feel that something they’ve communicated could be more clearly done with subsequent takes. If the video is with scripted material, it is, in our opinion, more important to stick completely with the talking points, and only allow ad-libbing when the subject shows a propensity and skill for doing so, and only if it effortlessly reinforces the elements of Step #1.

Step #5: Cutaway shots

The last of the 5-steps to create powerful video content regards Cutaway Shots. You can of course shoot the client’s video in which only the subject is talking. That would be a simple, yet one-dimensional product that could easily have been improved with what are called cutaway shots. These are brief interruptions to a continuously filmed action where you feature some other form of imagery. For example, if your client is a doctor, a cutaway shot would include shots of his/her practice in action, actual examinations, surgery etc. This definitely adds to the depth of the video, which represents a higher quality product, and a better representation of the client’s brand. If you can be on the keen lookout for any kind of action or background that would augment the multi-dimensional aspect of your video, by all means try to integrate it if it’s a seamless fit.

After you’ve completed all of the above steps, and you can call a wrap to the shooting, the videographer will take it from there to the editing process. You may find it wise to offer any additional help you can to your videographer, as this indicates positive cohesion in the process. That said, don’t be surprised, or disappointed, if the videographer politely declines your offer. In all honesty, you’d most likely be getting in his/her way. But remember, it’s the thought that counts.

In next week’s article, we will talk about tips of the trade for what you can do to help your video get found through search listings. After all, what good is it to make and post a video that very few people every watch, no?

We hope you found this article useful. If you did, kindly share it with your friends and colleagues. You may find that they are dying to produce their own videos, and this kind of fun should be shared by all!