As a marketer, of course, I believe in video and integrating it into my overall marketing strategy. But as a project manager with a budget to manage, whenever something had to go, it would also be the video topic that would be postponed or assigned to later ”when we have more money”.
Although video is a must in any content strategy, it is also difficult to startup and even more, to maintain. Yes, you will read many blogs, especially these days, that state: Video is a MUST! 2015 was even proclamed as the year of video with 50% of online videos accounting for 50% of all mobile traffic.
Here are my top 3 tips on how to do video the right way and for the right reasons…Not only because you read a blog about it or because you want your company to be YouTube famous!
Tip 1: Be Authentic
No matter what you do, remain true to your brand. Yes, video can be your way to do something different, test the waters or think outside the box but whatever the strategy, remember your brand. No need to be boring if you are the head of marketing at a stuffy and conservative company but also no need to be making a dance video and having your staff make a lipdub to look cool. Take the time to think about your message and the goal of your video project:
Tip 2: Be Proud
Invest the money and produce good quality. It is that simple. I have recently gone through the experience of searching for an agency and realized that depending on the quality you want, prices can vary. But remember to keep it simple and be proud of what you produce.
If you don’t yet have a Hollywood budget than don’t look for a Hollywood storyboard!
Sometimes, we get overly excited by what is being proposed and forget what is the purpose of the video project or, other times, we are so focused on costs that we start producing shaky and cheap videos with no intro or exit animations although we want to communicate our company’s professionalism. Can you see the confusion or possible misinterpretation?
To learn more about content marketing and how to keep up with the ever increasing speed of content generation, read up on the Marketing Process with my colleague Scott Vetter.
Tip 3: Be a Game-Changer
What I mean here is not to want to go viral over night or make an impact in the YouTube world but more to make a difference for your customers. Are you adding value to their overall experience? And remember to centre their needs in the goals of your project.
The only way you will make a difference is by being transparent, honest and real. Produce content that you would also be proud to share and promote and remember to stay true to your brand.