Creating Video Content in a few Essential Steps
What’s every content creator’s worst nightmare? It’s weak content that falls flat, not making so much as a blip in their audience’s radar. We’ve all seen those clips that end up in the video graveyard; overlooked and stuck at 200 views years after going live. These flops are missing a vital crux of creating video content: a robust planning process that infuses their content with purpose
As it turns out, a lifeless “sizzle reel” that strings together pretty images with a logo slapped on at the end is not an effective method for producing marketing videos that generate results. Go figure. Only videos that express purpose move the needle.
Before even thinking about how your video should look and feel, you need to begin your content planning with an intensive brainstorming session. So, grab a sharpie and a big sheet of paper, and consider each of the following questions carefully. We’ll go over the five W’s to keep in mind: Why, Who, Where, What, and Which. Jot down as many ideas and insights as you can for each one.
Ok, time for us to break down these straightforward steps for content planning. Common sense is the name of the game. Here we go!
1. WHY should I be creating video content?
Creating video content that captivates is not easy, but it’s EFFECTIVE. By integrating engaging videos into your sales pitch, you can illustrate ideas, establish tone, and denote credibility in a matter of seconds.
In order to wield this power successfully, begin by clearly defining the goals for your video. Are you trying to illustrate a point for an important meeting? Will this present your services for an online audience? Are you promoting an offer? An event? Before you begin content planning, really contemplate the ideal outcome you would like for your video to have.
When you have a clear idea of what you want your content to accomplish, then you’ll be able to align your message with your goals as you begin content planning.
2. WHO are you producing marketing videos for?
One effective sales video tool targets a pain point of the prospective client or viewer. In order to be effective, it must create value or solutions in an area where the client needs help.
Understanding your audience is key to employing the right language and tone. Since you need to consider what your audience likes, you’ll be able to focus on creating video content relevant to them. It’s all about demographics: find a niche segment and gear your message toward them.
Would your content reach more members of your audience if it was subtitled or dubbed in another language? If so, I wrote this handy guide for translating video content that keeps your message strong!
During every step of your content planning and once you begin producing marketing videos, put yourself in your audience’s shoes and ask yourself, “will this content help anyone navigate a specific challenge?” Keep in mind that truly engaging content must offer value to viewers.
3. WHERE are they going to see it?
The platform that will display your video is a vital contributing factor for the success of your content. First, you must figure out the context in which your audience will see your video Will it be in a conference? In a meeting? Online? Embedded in a PowerPoint presentation?
Nowadays, the platform dictates the content. For example, what’s great for Facebook may not jive on LinkedIn. What would work in a closed meeting setting may not serve on the landing page of a website. Commit to a platform and avoid recycling business videos where they’re not relevant!
Understanding the context of where your audience will access your piece will help you determine how you will structure your content. If it’s to be a standalone video, you must ensure how you will present your full message in a well-rounded way. If the video is to function as a supporting element for an external presentation, then you should focus on creating video content that will strongly support and integrate into your presentation.
4. WHAT is the call to action?
Implying, suggesting, and persuading is not enough. Once you present your message, you must tell your audience clearly what they should do with the information you just gave them. ‘Email me,” ‘swipe up,’ ‘click here’— you name it. When you are producing marketing videos, you must have a metric of audience reactions with which to measure the result of your content.
A call to action should include a unique email, phone number, media account, or landing page that can help you track the efficacy of the video, especially for videos that your audience will view remotely.
5. WHICH TOOLS will you use to measure your results?
In order to reap the most benefits out of creating video content, you’ve got to measure your results. Leverage analytics tools that allow you to evaluate engagement and drop-off rates. I love using HubSpot for bringing those hot leads right to the sales team.
Some metrics you should use include:
Engagement: how long your viewers watch the video,
Drop-off rate: how long your viewers watch before stopping the video,
Click-Through Rate(CTR): how many users click on the links you provide,
Likes: how many people click on one of the nonverbal reaction options provided,
Comments: how many people give a written reaction,
Shares: how many times your video is passed on by members of your audience,
Through the use of these metrics, you can glean invaluable insights about your audience’s perception of your brand and message. In addition, you can also get a clear idea of which aspects of your strategy were the most and least effective for getting your message across. For instance, did you catch people’s eye? Were you able to hold their attention? Did the content spread? By using these insights, you can adjust your strategy and tactics to have an even stronger impact in the future.
Now that you’ve had your essential, intensive brainstorm, you’re going to think of this piece of paper as the DNA sequencing of your content. As you begin content planning, keep these insights in mind and reference them to inform every decision. This method will make for robust content that reaches and impacts your audience.
As you begin to build your creative plan, focus on your script and nail down the budget you’ll need to make an effective video a reality. In order for your videos to make an impact, they must bolster your message and fit within your overall presentation seamlessly.
Best of all? When you have clear goals, you can reduce your anxiety so you can fully focus on creating video content that elevates your brand.
If you have any trouble following these steps, reach out to me with any questions. Have fun!