In a recent CMI/Marketing Profs study, 80 percent of B2B marketers said that they plan to use video as a content marketing tactic in 2016. In addition, according to a Forbes study, 75 percent of business executives watch work-related videos at least weekly.
With those numbers in mind, the Security Industry Association (SIA) decided it was time to make video a part of its marketing and content strategy. Not only is video an excellent branding tool, but it stands out on websites and social media, summarizes information quickly, and if done well it can make a connection with your audience.
There are no doubts about it—video is a powerful story-telling tool. But video production is not without challenges. This project spanned a six-month period from start to finish. It was not easy and even felt daunting at times. Careful planning was key for overcoming challenges and setbacks.
Here is what I learned while working on this project. I hope my lessons help you, whether you’re new to video marketing or a seasoned pro looking for a new approach.
- Set clear objectives/goals from the very beginning. It will help you stay on track and guide your decision-making process.
- Get buy in. Create a committee of key stakeholders to help provide perspective and feedback as the project progresses.
- Keep it short and snappy! Balancing brief with informative can be challenging. Consider adding targeted vignettes to your video collection.
- Choose your vendor carefully! Creating a video is a collaborative process. It will take time and hard work. Make sure the vendor you choose fits your work style and has a vision for how to help you tell your company’s story.
- If it doesn’t feel right, take a step back.
During the script writing process, we spent about four months developing a concept that just wasn’t coming together. We took a break, and ended up going in a completely different direction. It hit the mark, and we ran with it.