26 Aug Video Content Marketing: Make Great Video Content, Not Digital Landfill
When the cameras start rolling, the production of video content can be an exhilarating process to be part of. But, as thinkbone Executive Producer Andrew Marsh explains, there is a lot of thinking to be done well before you hear the call of “action”.
Here, Andrew offers some suggestions as to how you can approach your video content strategy to ensure more of your dollars end up on screen.
For marketers, the prospects are exciting, with video representing the most compelling mode of storytelling for brands, and – when it’s done well – great results in engaging in a conversation with viewers that they in turn will share with their connections.
Statistics abound, like this one, urging potential content makers to get on board the video gravy train:
– Cisco Visual Networking Index
IN ASIA PACIFIC, 1 TRILLION MINUTES (2 MILLION YEARS) OF VIDEO CONTENT WILL CROSS THE INTERNET EACH MONTH IN 2018. THAT’S 380,773 MINUTES OF VIDEO STREAMED OR DOWNLOADED EVERY SECOND
But there is a risks? In taking the “everyone else is doing it, so I should too” approach, with so much content going out via so many channels, that the content pipeline will become clogged with “digital landfill”.
The key to avoiding your video content becoming digital landfill is to formulate a clear strategy before you consider investing in its creation, and here are some things to consider when doing just that:
The medium isn’t the message
Technology is a delivery mechanism, and the message has to be in the story you’re telling, not the way you’re delivering it to the end user. Sure, explore creative ways to integrate your story across channels, but don’t let the technology drive the story – it should always be the other way around.
Is there a “why” in your video content strategy?
There should be a clearly defined objective for your brand in the story you’re telling; otherwise you don’t have a reason to tell it.
Marry the strategic aim to a story that gives the viewer a reason to watch, without ‘hero-ing’ your brand in a way that risks creating a disconnect with your audience.
Whether it be funny, insightful, controversial, beautiful or all of these things at once, well-considered, well-made content that hits the audience in the heard, heart, or both will always engage.
Influence by entertaining
It is said that “people never remember what you say, but they always remember how you make them feel”, so speak on an emotional level to your audience if you want to give your brand the best chance of making a lasting impression.
A shopping list of the key functions of your latest product offering does not do this – try to wrap it in a story that will connect in a more human way: make them laugh, shock them, make them feel awkward, or even make them cry for joy and you are on the right track.
Create and curate
When considering a video content campaign, everyone thinks of making content, but not necessarily curating the content that already exists.
Video content will represent a substantial investment for any brand taking it seriously, so it’s important that what the consumer finds through your online or mobile channels is the most relevant to them.
A five-year-old announcement of out-dated financial figures by the boss does not fit the bill, so remember to remove any piece of content when it’s no longer relevant, to give your audience the best chance of finding what you want them to find.
Some people feel leaving content “out there” will enhance their SEO numbers, but if you’re padding out the data with stats that reflect people finding old and irrelevant content, you’re not only compromising the data, you’re potentially wasting the money you’ve invested in creating good content.
Make less, better
As mentioned above, the temptation is to make as much content as possible for all available channels, but this has a dual effect – not enough money for some channels, and diminished brand value by under-delivering on the viewer experience.
This is reflected by campaigns where we see a slick above-the-line TVC campaign that drives traffic to a digital content platform, only to find the quality of content on that platform does not reflect the quality of the TVC campaign.
In considering an overall campaign such as this, perhaps one less TVC execution could have left more budget for the content, to bring it up to par.
At any rate, consideration should be given at the planning stage, with an holistic approach to how you roll out your filmed content across all channels, so that consistency in the story, the production quality and the brand are maintained.
In this way, you can be sure that every dollar you invest in your video content campaign is being well spent.