You’ve been reading all about (and watching) content marketing videos used to boost brand awareness and convert more prospects into leads. You understand the benefits, but how do you get started? We’re here to help you identify the steps to expect from working with video marketing companies in order to achieve these goals.
Define
The first step in creating a content marketing video is to define your audience. Who do you want to be the primary target? Who will benefit most from seeing this video? Think about your buyer personas and craft a campaign around their needs and motivations.
This is also a good time to define your goals for the campaign. Whether you’re trying to get as many views as possible or generate new leads, writing these down will help your marketing team focus on the big picture. Go back and analyze the results after and discuss what worked best and what could have been done better.
The Big Idea
Now that you know who you are targeting, use that template to build “the big idea”. Figure out what you are going to promote in your video. The best videos are educational and provide value to your customers. Pick an idea that your audience will identify with. Point out a common problem that they deal with and show how you can offer the solution. Always thinking about your customer when creating any content marketing video. It’s about them, not you.
Create
How do you even start creating a content marketing video? That’s where video marketing companies can help. They have the technical know-how to make a video look professional and engaging. Decide together how long you’re aiming your video to be. The best videos for content marketing purposes are under a minute. Even better if you can make it 30 seconds! The average viewer watches over 80% of the video if it’s between 0 and 30 seconds.
When working with video marketing companies, the creation process generally follows these steps:
- Scripting
- Voiceover
- Storyboard
- Animation
- Sound Design
We won’t get into the technicalities here, because that’s what your video marketer is for. We do offer some advice though: make sure that YOUR voice shines through in each stage of production. This video is for YOUR customers and should be told through YOUR voice. The company you work with to create your amazing video should be fully versed on your company’s mission, branding, goals, and the overall theme of your video before even getting started.
Distribution
Once all the hard work has been done, it’s time for a little more! While the creation of your masterpiece is extremely important, how you distribute it to the right people and at the right time is even more important. This is a good time to revert back to your buyer persona template. Where are their watering holes? Where do they get information? Once you’ve narrowed this down, throw that video up wherever you think your prospects might see it!
If you’ve made it this far, congratulations! Now it’s time for just a little more work… you’re almost there! Analyzing the video’s performance is key for planning your next video marketing campaign. Identify what worked for you based on views, click-throughs, etc. Then you will craft an even better video next time around. Analytics don’t lie.
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