MAD Perspectives Blog

 Are You Ready to Embrace Video Marketing!

Peggy Dau - Tuesday, April 10, 2012

Last week I shared some thoughts about aligning your video marketing with your overall strategy. Now, assuming you've done your homework and have defined your goals for creating a video, you actually have to create and share the video. This is the fun part, but it is also the most challenging. There are a LOT of companies who will help you create video.  You may even consider doing it yourself. However, please consider using a professional. They will help you with:

    - Concept: This is the brainstorming phase. The concept stems from the purpose for creating the video but incorporates different perspectives.  Your story may best be told through casual interviews of executives, employees and customers in real life settings. Or, it may include abstract concepts involving video shots of places or things. Or, it may include animation and voice overs. A professional can walk you through the options and help you make your business come alive!

     - Content:The only way to create video content is to use a camera. There are many inexpensive cameras available today. The FlipCam (may it rest in peace), Digital Point & Shoot Cameras and Smartphones all have the capability to capture video quickly and easily. However, while the quality provided through these devices may be great for posting content to Facebook or YouTube, is that casual format aligned with your goal? A professional will use higher quality cameras. They will understand how to stage the shoot, taking into account lighting, sound levels, background views, background noise, etc. The results will be worth the effort.

     - Editing - This is perhaps the most important stage. This is where the story really comes together. A shoot may involve many versions of the same concept. During the editing stage, a professional will select the pieces of content that best tell your story, as per your guidelines. While there are many affordable editing tools available to the consumer, again, deciding the sequence of scenes, seamlessly editing the content can be challenging.

     - Sharing - Underlying this whole process is the use of technology that enables the video to be seen and shared across online or mobile networks. This includes decisions about codecs (the format in which the content is saved and viewed) and distribution platforms at the very least. You content should be accessible via pc, smartphone or tablet. You'll need to think about how you will share content on your website, using social media or email. Each of these devices or platforms has different requirements for allowing consumption by your customers. 

B2B use of video marketing is on the rise for a lot of very good reasons. For me, number one is the power of video in expressing your business value. For others it may be as pragmatic as the fact that video improves SEO. For further insights on the rise in B2B use of video, check out the Savvy B2B Marketing blog. Are you ready to take the plunge to take your story telling to the next level?  I hope so!

What's your perspective?

Thanks again to Glenn Zimmerman and Mad Bear Productions for helping me think through these thoughts on companies using video to share their stories.