When we’re talking content marketing, video is the holy grail. There are several reasons for this. First and foremost, video content sets an incredibly high bar to entry – as we’ll discuss in this article, it’s very, very hard to do this right, and expensive to even attempt it.
But this exclusivity gives marketers some extra incentive to film. High-quality corporate videos are extremely few and far between. Any that do actually make the cut are highly shareable on a video-loving internet.
Again though, it’s not easy to succeed in this field. In most cases, I’d recommend that companies simply steer clear unless they’ve got an excellent concept and deep pockets. If you are determined to pump out some video though, here are some steps to take.
1. Find the Right Personnel
Even before you start pitching ideas, you need to find a video veteran. There are plenty of content creators out there who have done solid work, ranging from film students to YouTubers to professional teams. Get creative, and find someone who understands your field, and preferably someone who has had prior success as a video marketer.
While I fully understand the temptation to whip up a quick script, borrow a camera, and get filming, that’s a shortcut to disaster. While the internet is littered with unlikely viral heroes such as the famous Chuck Testa commercial, understand that those are ridiculously unlikely exceptions.
Most poorly-made corporate video dies a quick and painful death. Having an experienced video marketer consult from the get go is the best way to make sure that you at least have a decent idea on your hands.
2. Get the Right Equipment (and Actors)
Point 2 goes hand in glove with point 1, as many pros have their own gear, or at least know what they need to order. Video simply isn’t a good place to skimp. If you’ve committed to filming, then understand that you’ve already sunk a decent amount of money on the attempt. If you need an upgraded camera, or a subscription to editing software, do yourself a favor and get it.
Once the script is up, find some people to bring it to life. Even if you just need voice actors, or someone who won’t speak a single line, go pro. Press-ganged employees stand out from a mile away, and do nothing to make you look competent.
3. Upload and Distribute
Actually uploading a video can be a surprisingly difficult undertaking. You certainly can and should use YouTube (or similar sites), but there are some things to keep in mind. If viral spread of a brand is your only goal, then Youtube makes an awful lot of sense – it’s free, and the primary video sharing medium of the web.
However, if you’re trying to dig some SEO value out of a video, or if viewer count isn’t your priority (often the case for B2B campaigns), then look at other options. Hosts such as Wistia and vzaar cost, but they’ll let you reap the search engine benefits of embedded videos.
As for distribution…well, that’s another article. Another hundred articles really. In general, video content spreads easily across social media, so brush up on your Twitter-fu before launch.
Bottom Line
Looking back, I’m worried I’ve been too negative. Here’s the thing: the value of video content has drawn a lot of people into the realm that really shouldn’t be here. Poor video does a company no favors – it drains money and dents reputation. It also clutters up the space, and devalues quality work from other creators.
But, and this is a big but, if you’re willing to commit to making something good, and you have an idea that could actually drive filming, go for it. A well-produce corporate video is a great thing, and the potential benefits can’t be overstated.
For everyone’s sake though, don’t go halfway in on it.
Charles Dearing is a seasoned writer, and produces articles for patientsites.com and a collection of other business and marketing blogs.