There are many different reasons for creating a corporate video but you have to know where to start. In 2016 there are a few things you can do to improve and simplify the process to make sure you get the most out of what you put in.
Here are 6 thoughts to consider:
The first step is planning out your objectives clearly. Identify what you want to achieve, who you are looking to reach and what you want to say. The more specific you are with these targets the more effective your campaign will be, don’t try and be all things to all people.
Make sure your video matches the brand, tone and values of your business. Ensure the video duration is between 1-2 mins in length and is launched at the right time. Consider using a hook or call to action that suits your business objective so you can measure performance.
- Content Type
Determine where your content sits within your organisation and content framework. There are four basic content types:
Brand & Strategy - Who you are and what you do.
Product & Service - Focusing on what you offer, sell or provide.
Sector & Market - Presenting your industry and role within it.
Thought Leadership & Insight - Shaping the future with modern, creative and innovative ideas.
- Narrative & Style
How are you going to tell the story, who will present it, will you use video, animation or both? There are many different video production approaches and techniques you can consider.
This is where you will make or break any campaign. Map out your social networks. Optimise your content for organic or paid for search. Seed your content to target audiences (including internal). There are three seeding types that will help drive results:
Influencer - Mapping out and engaging key people who are relevant to your topic or sector.
Customer - Delivering content to individuals who fit a specific customer profile.
Demographic - Targeting viewers through a generic audience profile (these can be industry or company specific).
- Measurement - Performance based on your objectives (likes, conversions and enquiries). You need to understand how your content is performing to determine your ROI and results.
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