Once you have determined where your content will sit within your organisation, you need to decide how to create it. From the beginning of this series we have made a conscious effort to stay clear of the production itself, but now start thinking about your approach.
We explained how it is important to get the objectives and framework in place for your video marketing before you set out your script or storyboard. However, now you are going into the production process let's look at how and why you are creating this video for your company. Whether you are producing this in-house or you have decided to choose a video agency, you need to develop your concepts and visualise how they are going to be completed.
There are numerous ways to produce a video - you may use just video, (2D,3D, stop motion) animation, or a combination of these, and other, techniques. Think about why you are producing this film and what different approaches you can use to get the perfect result.
Why are you creating this video or campaign?
As a result of your objectives, here are a few reasons you might create a video project or campaign:
- Technology & Product
Visualising how your new technology or product works.
Example - Williams Hybrid Power: The hybrid flywheel - Training & Education
Teaching and explaining the basic concepts of a process or subject. This could be a one-off or a series of films depending on the amount of information that needs to be covered.
Example - Interactive Investor: How spread betting works - Thematic
Creating a film to reinforce a value or theme that is present in your business (i.e. innovation, creativity, responsibility).
Example - CDP: Driving sustainable economies - Sponsorship
Producing a film to support sponsorship of an event, team, or charity that reflects your shared values.
Example - Newton Investment Management: The Women's Boat Race - Events
Promoting an event or filming at an event.
Example - Resolution: Family dispute resolution week 2015 - Video Press Release / Announcement
Supporting important or time-sensitive company information with video to create extra buzz.
Example - African Minerals: First ore on train and ship - IR Reporting & Results
Breaking through extensive financial information to highlight the main talking points of your company or industry’s monthly, quarterly or yearly performance.
Example - Old Mutual: Annual results 2015 - HR & Recruitment
Capturing the identity, brand and values of your company to attract or retain your current, new and potential workforce.
Example - ENRC: Zhanna's Journey - Communications, Brand & Marketing
Explaining who you are, what you do and launching new initiatives or values.
Example - Oxfam: Solving the poverty puzzle
How should you create your video or campaign?
Below are 10 techniques for producing content to meet your video marketing campaign objectives. You may only use one or might combine a few of them:- Talking Heads
This can be a very simple and effective technique if you are just starting to use video as a marketing tool. Traditionally used for Annual Reports or "About Us" pages. This can be a good introduction to your company, CEO or relevant Director to outline your company messages.
Example - Climate Change Capital: The low carbon economy - Case-Study
Showcasing a client relationship or flagship project. Testimonials are a great way to build confidence in your brand.
Example - Dunedin: CitySprint - Documentary / Broadcast
This longer-form approach can be a great way to tell a story and give a more detailed insight into the chosen subject. It can be used for broadcast or online.
Example - Kurdistan: A source of energy and power - Commercial
Standard promotional format for getting your message across in a short period of time and captivating your audience.
Example - Ion Core: Zinterbot 3D printers - Sting
A 10-20 second film promotional clip or ident to promote certain areas of the business e.g. a division, an upcoming product launch or a rebrand. Elements of the sting can also be incorporated into longer films.
Example - Wood Mackenzie: Setting the standard leading the way - How To Guides
For example “How to create X” or “10 Steps to X”, these films show how you are an authority in your industry and help to gain a level of trust with your audience.
Example (and a shameless plug) - blueprint.tv: Video content marketing strategy for business - User Generated Content
Using people's own content can give your film an authentic natural feel but can be a challenge to produce, as you have very little control over the footage.
Example - Oxfam: Oxfam by Oxfam - Short Films
Slightly longer in duration than we normally advise but this approach can work well with thought leadership pieces, starting conversations or presenting the future of your business.
Example - Virgin Media Business: Generation IP 2025 - Tour / Guide
Taking your audience around a virtual tour of your facilities to get them closer to what you do.
Example - Potash: Mine Tour - Vox-Pops
Fast edited quotes and clips typically from people outside, on the move or at events. Great for giving a snappy and diverse range of opinions.
Example - Is the Irish language important?
This blog is Chapter 5 of our Beginner's Guide to Video Marketing. The rest of the guide can be found below:
Chapter 1: What is Video Marketing and why is it important?
Chapter 2: How to start planning your Video Marketing strategy
Chapter 3: How to structure a Video Marketing campaign
Chapter 4: The Video Marketing content framework
Chapter 5: Video Production approaches and techniques for business
Chapter 6: How to deploy a Video Marketing campaign
Chapter 7: Video Marketing for search
Chapter 8: Video Marketing seeding
Chapter 9: Video Marketing metrics and measurement
Chapter 10: Top 20 Advanced Video Marketing tips and tricks
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