Videos have become one of the most versatile content marketing tactics around, and their popularity has been growing steadily: a high percentage of marketers now use pre-produced video as part of their content marketing strategy, according to the latest trend reports from the Content Marketing Institute.
Check out these tips if you're ready to say, "Action!"
1. Make it professional.
Is there room in the budget to hire an outside firm to produce the video? A professional videographer will give your video a polished look that's well worth the cost. If this is something you’d like to do on your own, consider investing in a quality camera and microphone, enrolling in a video class, or hiring a staffer with video experience.
2. Consider captions.
Social platforms like Facebook often auto-play videos without sound. Grab viewers' attention as they scroll through their social feeds with simple, to-the-point captions that let them know what your video is about—and encourage them to keep watching.
3. Practice, practice, practice.
If you’re not a natural in front of the camera, read through your script to familiarize yourself with your talking points. But keep it personable, and avoid simply reciting memorized lines.
4. Do it "live."
If you're feeling up to it, live video—available through Facebook, Instagram, and Periscope—is a quick way to get your video content out to your followers. You can't say "cut" in the middle of a live video and start over, but that doesn't mean you can't subtly glance at talking points or prompts off screen. Stage your set just like you would with a regular video, giving yourself proper lighting and no off-screen distractions.
5. Evaluate your topic.
Before diving off the deep end when it comes to production, consider whether any part of your story or message would be lost without the benefits of visuals and sound. If you're unsure about whether or not your content will be well-received as a video, start with a text version or another format that requires less of a commitment to produce—and keep in mind you can always make a video later on.
Lexicon is an award-winning firm in Des Moines, Iowa, that specializes in content marketing.