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7 Smart Strategies for Creating Video Content

7 video strategies for content creation

Video is powerful content to engage your online audience. There are many uses and many possibilities.  Here’s 7 expert-level tips to help you get more and better video content to achieve your company’s objectives:

1) Spread out your costs

Video production can be expensive. To get a crew with a high quality camera, lights, microphones, etc is usually costly.  Lining up the location, the people or assets needed to shoot is frequently complicated.  If you can, try to plan to shoot enough content that can be used in several videos.  Spending $10K for one video may seem expensive but 15K for 15 videos, maybe not. More content only helps you get found more too.

2) Different versions for different uses

You may set out wanting a 3-minute company/product overview video but consider that you might want to have alternate versions as well. Maybe a 30 second ‘sizzle reel’ for trade-shows or before client meetings would be helpful. How about one version for investors or recruitment? Maybe making a set of 10 videos that walk your customers through how to use specific features of your software would minimize time your team needs to spend in post-sales support. Maybe you could use short versions for your blog, social media or You Tube?

*3) Re-package what you’re already doing *

In many cases, your team has already done the heavy lifting of creating text or visual content for marketing collateral, blogs, and PowerPoint presentations. There may be an easy way to just have your team essentially paraphrase what they say in a blog and repackage them a video blog posts.  If you have content in other forms that your audience seeks out then I’d bet that they’d find value in ‘easy-to-consume’ video content as well.

4) Harvest testimonials at an event

Most of us end up at the occasional industry event/trade show/conference. These are content gold mines! If you have the opportunity to harvest testimonial video interviews from industry experts, you can ask them questions about the topics that matter most to your audience. By then sharing that content, you will be more of a thought leader and increase your visibility. If by sharing that content it leads to 1 new piece of business, it’d likely will pay for itself.

5) Use existing assets like photos

Depending on your business, you may be sitting on existing assets that can be used as high-value video content. Maybe you have photos, digital renderings, software captures, etc. that could be used with some voice-over to create useful content. You might be surprised what can be done with existing assets with a little talent and creativity.

6) Don’t dismiss Do-It-Yourself options for blogs and social media

Your online audience may be interested in short informal video updates.  I think an iPhone video from a trade show or from your development team along the way might be interesting. If you can engage your audience in a way that they enjoy or find useful, the quality level can frequently be more informal.

7) Celebrate what engages your audience

You started out in your line of work for a reason. You love it (hopefully). There are many others who do; maybe some of those people are your customers.  By sharing video content that speaks to that specialization and passion can only help you engage more deeply, frequently and significantly with the other souls in this world swimming in the same pond as you.  I say follow the “ABC” rule: Always Be Creating content! Actually, that’s an extra “C”… but it still works.

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