The ABCs of Video Content: How to Build a Video Marketing Strategy


Take a second to take into consideration the way you’ve used the web right this moment. Which posts made you cease scrolling via your Instagram feed? What webpages did you spend essentially the most time on? What content material did you get pleasure from?

If you’re like most of us, there’s a good likelihood that movies performed a consider your solutions to all three of these questions. So it’s no shock that advertising and marketing specialists have been encouraging manufacturers to use extra video for years now.

Despite all this hype, many small to medium manufacturers nonetheless use only a few movies of their advertising and marketing, in the event that they use any in any respect. In our experiences with purchasers, we’ve seen firms wrestle in 4 main areas:

  • Budget. Some firms don’t imagine that video advertising and marketing can generate actual outcomes, however many merely assume they will’t afford it.
  • Talent. Most small advertising and marketing groups don’t have individuals skilled with creating or starring in movies.
  • Buy-in. Companies that use video properly have many individuals throughout the group dedicated to leveraging video content material, together with management, salespeople, customer support representatives, and subject-matter specialists. But reaching this degree of buy-in throughout a corporation may be very tough.
  • Consistency. While many manufacturers have discovered how to produce frequent and constant written content material, few have discovered how to accomplish that with video.

With challenges this important, it’s no surprise why most manufacturers nonetheless don’t embody video as a main part of their advertising and marketing efforts. The excellent news is that these obstacles to entry give you a chance to beat your rivals to the punch – however that window is closing shortly.

To assist our purchasers reap all the things video advertising and marketing has to provide, we’ve put collectively a framework that makes constructing a video advertising and marketing technique a lot simpler to strategy and handle.

The ABCs of video content material

The very first thing that should occur earlier than a advertising and marketing workforce can efficiently use video in right this moment’s world is often a psychological shift: If your advertising and marketing workforce or firm management thinks about producing video the identical approach they did a decade in the past, it will likely be very tough to create sufficient video content material to really make a distinction since you’ll always face the challenges talked about above.

The best factor about creating video content material right this moment is that it doesn’t at all times have to be this large-scale manufacturing. The days of spending hundreds of and weeks of time on each video you create are formally over.

We imagine that each model wants a robust combine of video content material throughout three ranges: A-level, B-level, and C-level.

A-level video content material

A-level movies are the movies that almost all manufacturers are already used to creating. These movies are polished and well-produced, and due to this fact the costliest to create. If your organization has ever created a tv business or a model overview video in your web site, it was most likely an A-level video.

A-level movies work greatest while you want to create a robust impression on the viewer. If it’s the primary time somebody is interacting along with your model or one other state of affairs while you want to convey that your organization is skilled and credible, an A-level video will doubtless work greatest. This is what makes them nice for commercials, product movies, and firm overviews.

Don’t use A-level movies when your major aim is to convey authenticity or construct a relationship along with your viewer. A-level movies additionally aren’t cost-effective for many manufacturers to use as constant, common video content material to help your social media, video search engine optimisation, e-mail communications, or weblog.

A model will want a lot fewer A-level movies than B or C. As such, the important thing to getting essentially the most out of your funding in A-level video content material is repurposing. You ought to at all times think about how you need to use clips or footage out of your A-level content material for issues like social media posts, displays, throughout your web site, or as a fast approach to add a little polish to a B or C-level video.

To create A-level movies, most manufacturers will want to work with a third occasion video firm or advertising and marketing company. These movies will probably be scripted, shot with high-end cameras by individuals who actually know the way to use them, will usually characteristic paid on-camera expertise, and will probably be professionally edited. 

Examples of A-level video content material embody this one from Slack, Kohler Industries, or Apple, under:

B-level video content material

When a model produces excessive volumes of video content material, the bulk of it’s often B-level. These movies are deliberate, however not good. Most of the how-to movies and vlogs you watch would match into this class.

B-level movies work nice when your aim is to construct a relationship along with your video viewers as a result of they permit you to present extra authenticity than A-level movies, and their decrease price makes them good for a constant video technique. This degree works properly for academic content material, social media movies, a video sequence, workforce or private intro movies, easy product demos, and video testimonials.

The smartest thing about B-level movies is that they will usually be created by your individual employees. Even in the event you determine to outsource them, they are going to be less expensive than A-level movies as a result of you possibly can produce a number of movies on the identical time or have interaction a third-party for only one half of the manufacturing course of, reminiscent of modifying.

To create a B-level video, all you’ll want is a fundamental script define (bullet factors work nice), somebody in your employees prepared to get on digicam, some fundamental video gear, and an entry-level video modifying program. If you don’t have individuals in your employees who’re snug capturing video from a smartphone and modifying it collectively, we advocate looking for coaching or contemplating hiring a pupil or current graduate with these abilities.

The keys to success with B-level movies are authenticity, quantity, and consistency.

  • Authenticity. Brands that obtain success with these movies aren’t apprehensive about memorizing strains and being good on digicam. You’d be amazed at how a lot the occasional “um” will make you sound extra human and aid you join along with your viewers. With that stated, you do need to characteristic somebody who’s snug on digicam, even when it takes them some apply to get there.
  • Volume. As lengthy as you’re creating worthwhile content material, the extra movies you’ve got, the higher.
  • Consistency. Just like with a weblog, journal, or publication, publishing movies at a constant interval permits you to extra simply construct an engaged viewers of return viewers.

Examples of B-level video embody this one from Solo, Simple Strat (hello!), and Moz, under: 

C-level video content material

This is the extent the place manufacturers can actually join with their viewers and stand out from the competitors. C-level movies are uncooked, unpolished, and intensely efficient in humanizing your model and the workforce behind it.

To create a C-level video, all you want to do is pull out your mobile phone or flip in your webcam, press file, and begin speaking. You might want to put together a few fast bullet factors of what you’re going to speak about, however even that’s usually pointless. These movies are nice for sharing classes on-location from business occasions, making key workers shine on their social media channels, serving to your salespeople stand out of their prospects’ e-mail inboxes, and including a private contact to your customer support communications.

The strongest features of C-level movies are that they are often customized for particular person individuals and so they can assist you get info out in virtually realtime. You can use them to pack an additional punch in any e-mail you ship or to share classes as you be taught them or take into consideration them — which is commonly while you’re most captivated with them and earlier than the competitors has a likelihood to speak about them.

C-level movies nonetheless require good lighting and audio high quality, so we do advocate buying a low-cost moveable gentle and lapel microphone, however you possibly can simply get all the things you want for underneath $50. These movies don’t require anybody else to shoot them, and also you usually don’t want to do any modifying past often chopping out or combining a couple of video clips.

C-level video examples embody this one from Gary Vaynerchuk, this one from Ali Schwanke, and Vidyard, under:
 
 Richard + James – Social Selling Mastery for you

Putting all of it collectively

Now that you already know the totally different ranges of video content material you’ll want, it’s time to put collectively your plan. Thinking about these ranges as you start to decide your video matters and schedules will make it simpler to decide the assets you’ll want, your best quantity and frequency of movies, and the way every video will match into your bigger advertising and marketing technique and targets. Just bear in mind your ABCs and prepare to expertise the distinction that video will make in your model.

Are you at present engaged on a video advertising and marketing technique for the yr? What have you ever discovered helpful (or not) to date?



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