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You have a lot to communicate in your next blog or directly to your customers. It seems like a good idea to write a nice article or blog about it. They’ll read it because it is valuable to them. But, sometimes, what you have to write is too long, too complex, or simply too much information to include in a small space. And, the small attention span of today’s internet user also limits your ability to communicate all you need to through a written piece.

There are times when video is simply better. Video allows you to provide a far more thorough amount of information in a shorter about of time. You can communicate in a more effective manner, too. For this reason, it is often best to put some messages into video rather than trying to type out that message to the group. Your key to when to do this depends on a variety of factors.

When to Use Video

There are a few key situations in which video is simply the better method for communicating information. Here are some examples.

The Long Email

An email more than about 300 words is too much for your readers to take in. They will not get to that mid section but will read the first and last portions. And, there is no doubt that creating an effective, attention grabbing email is not easy.

Video offers a solution. With just three minutes of length, you can get in the content and message you need to. People respond better to it as well.

Onboarding or Set Ups

There are some situations where you may need to communicate steps. You want to provide your readers with information on how to do something. In these cases, it is critical to communicate with screenshots as well as with words. Video helps to make this possible.

Confidential Information

There are some situations where what you need to share has to be communicated in a safe manner. Creating a paper trail may not be ideal. A securely hosted video platform, on the other hand, can be the ideal solution.

Adding Feeling and Emotion

Sometimes, words can only go so far to communicate a message. Video allows for emotion, human connection, and engagement to come through more effectively. When you want to explain something, show something, or demonstrate something, video creates a better result.

Video should be a key component of any business arsenal of communication. Are you using it enough to communicate in the best manner possible?


Posted in: Video Production Tips

Having a vast amount of data and video can be a very good thing for business owners. You know the importance of video content. It is at the heart of your business’s success in any marketing campaign. It provides the heart for your business, but it does much more as well. It helps to brand your business. It aids in your lead-building campaigns. And, it even helps you to get customers back in the door. But, that’s a lot of content. What can you do to better manage it and streamline the process? While working with a video production company is a start, there’s much more you can do to achieve your underlying goals as well.

How Do You Organize Your Video Content?

Initially, many companies have just a handful of video content to manage and the process of doing so tends to be rather easy at that point. Yet, as you see the growth and benefit of video in your marketing campaigns, you’ll quickly want to add more. There are several key things to remember that can help you to keep your content organized, easily accessible, and always ready to be published whenever and wherever you want it to be.

  • Use metadata as a tool to help you to organize your content. Use clear but simple enough descriptions that make it easy to locate what you need.
  • Choose titles for your videos that are easy to remember or those that provide a clear idea of what’s actually in the video – misleading titles rarely provide any help to viewers or to you no matter how creative they are.
  • Create categories for storing your content. You may wish to break this down by what the content is going to be used for (lead generation, education, etc.). Create categories that are easy to understand by anyone working in your organization.
  • Focus on managing your video content in bite-sized pieces. Long form videos can be useful in many applications, but you’ll find that you can cut that 1-hour long video into something shorter, even six smaller videos, you can use them more readily and get more from them.
  • Let the first moments of the video really help you to understand what’s to come. Create a splash screen, for example, for each of your videos. This can give you the information you need to know what to do with your content.

There is much more to the process of managing your video content. You’ll need to come back to the videos from time to time to ensure they are still accurate. A change in a contact detail, for example, could make a video seem worthless. However, you can maintain the content and build on it over time if you have a solid plan in place to accomplish this.

And, keep a log of how you use each video. You don’t want to share the same video to the same audience too many times. It helps to have a sizable library of content at your disposal to use, but you also need to be sure you know when you shared it, who viewed it, and what it accomplished for you.

These steps can help you to make video far more effective and usable. Work closely with your production company to ensure you always have the very best content to present to your audience.


Posted in: All Posts

Incorporating video into your business model is essential in today’s digitally connected world. Yet, many businesses are on the edge of their seats wondering what type of video is best. What type of content should you be providing to your social media users or to those visiting your website, subscribing to your email list, or otherwise engaging with your company? The good news is video is highly effective.

What Do Millennials Really Want from Brands?

Most likely, your ideal customer is the Millennial, one of the most valuable of all marketing demographics today. These individuals are at the heart of your question. What do they want (and what do they) consume?

If you turn to some in the marketing industry, especially those who use Twitter and other short form marketing tools, the goal is to create short and to-the-point, but catchy content. One example of this type of advertising is that which is used by Buzzfeed. There’s no doubt you’ve found yourself reading through those endless lists of “what you didn’t know” type of content. This type of content definitely seems to be what Millennials want, from the outside.

What we are now seeing, though, through research and comparing various marketing platforms, is that Millennials actually are more likely to engage with a brand and buy from brands that provide more information. Specifically, long form but high quality content really is delivering to this group more effectively. This isn’t necessarily the written word, but rather engaging, content rich videos, podcasts, and webinars. In fact, for some companies, the longest episodes and the more in depth pieces are the ones that are seen more frequently, shared, and acted upon than shorter pieces.

Why Isn’t Short Form the Way to Go?

It sounds interesting but you still don’t see the value in long form content and still want to provide those snackable, bite-sized pieces? Here are three reasons why you don’t want to do that.

  • Short content isn’t as engaging. Social media’s 140-character count updates just are not enough to create real relationships with customers or clients. Higher quality, longer form creates a more lasting and intimate experience.
  • It’s truly authentic and that is something that Millennials appreciate and value. Some studies indicate that Millennials value authentic company ads and content than they value the content itself. Millennials are less likely to respond to content that is short, basic, or simplified. They want value, longer pieces that provide more information.
  • It’s trust building to provide more, not less. Let’s face it, many Millennials are coming into an age where they don’t trust anyone especially marketing. Less than 20 percent of people of this age actually believe that most people can be trusted. When providing quality content, well created material, you are more likely to build trust with your customer base.

While short form content and marketing is still valuable and should be a part of your marketing, you should not overlook the value and importance of investing in true long-form content, especially engaging videos for podcasts or ads.


Posted in: Video Production Tips