video content
We live in digital world where Content has become king. Companies are differentiating themselves by pushing a constant flow of marketing content into the marketplace: Photos, images, webcasts, surveys and – more than ever before – video. So how does a company get its arms around this reality? How do they ensure that they are producing the kind of short-form, high quality content that’s going to engage the marketplace? Here are a few thoughts on the subject.
Think like a reporter. Make sure you have communications staff roving around your company and keeping track of what’s going on. Things like product announcements. New hires. Trade shows. User Conferences. And any talks or presentations being made by the leadership team or subject matter experts. The challenge for your communications staff is to be everywhere and see everything: take photos, engage in conversations, and shoot video at every opportunity.
Build a photo and video repository over time. There are going to be times when there’s a lot going on at your company – too much to report in a single week or month. Capture all that content anyway and store it in a repository that you can tap later on. This will pay huge dividends later.
Jim Panagas has been focused on technology and innovation companies for the past two decades. In this live stream, he looks at LIQUIDVIEW, a California-based company whose digital window technology brings dramatic views to the rooms of your home or office.
3. Choose creativity over automation and AI. When it comes to producing eye-catching visuals, memorable headlines and callouts, and captivating video, it’s time to rely on the creativity of your communications staff. Cut them loose and encourage them to think outside of the box. The goal is not simply to document everything that’s happening at your company, but to make it wildly interesting. Yes you want to keep your customers, prospects, and partners engaged. But you want to be thinking about talking to new people over time, expanding your company’s slice of the market.
4. Think network quality TV. If your company is going to invest in video content in particular, it’s important that you maintain high production values. People are used to watching slickly produced 4K programs at home. So it’s important that you do more than set up the camera and shoot what’s happening in real time. An experienced writer and journalist can ask the proper questions to evoke the responses that your audience needs to hear. And plan on spending a significant amount of time editing and polishing your video content before releasing it. Consider dressing it up by borrowing from stock photo, video, and music libraries. Consider hiring a professional narrator. Add special effects like pans, zooms, and transitions. And don’t forget about on-screen titles to identify individuals and to highlight important points. Finally consider program length. Yes a webcast might last for 40+ minutes. But in general, video content should be of short duration, falling somewhere between 60 seconds and 10 minutes in length.