A Marketer’s Beginning Guide to Video Success
Everyone wants to create video — until you actually have to do it.
Video marketing is an essential part of any effective demand generation strategy. Roughly 62% of B2B buyers have self-educated through videos in the last year.
No matter the size of your team, personally connecting with the right people in a massive effort can be complex undertaking. You’ll need a creative focus, technical skills, and an ability to manage moving parts; it’s no easy feat.
However, strategic marketers know that it’s easier than you think if you have a solid plan (and a killer video team). Here are a few basic tips to help get started creating engaging video content to achieve your demand generation goals.
Ask the right questions. When prompting guests to speak on camera, think backwards and structure your questions in a way that will evoke the types of answers you want. Make sure to ask open-ended questions and have your speaker to incorporate the question in their response to get contextual soundbites.
Prep your speakers properly. Share the questions with interviewees beforehand so they have time to prepare insightful responses. While you’ll want to go through the questions with them in a dry run, don’t practice too much to avoid canned answers. It’s easy to make your video seem less authentic and human this way. Your speakers should be confident in the subject but not get stuck on the exact verbiage.
Coordinate your video team. Similar to briefing your speakers, you’ll also need to make sure you and your video team are on the same page. Aligning objectives, assigning tasks, location, camera shots, and creating a schedule ahead of time is important to a smooth video production process.
To gate or not to gate? While it’s not overly common to gate video content behind a form, there are certain instances where this makes sense. Most likely you won’t gate your video on social channels like YouTube or Twitter; but you’ll gate longer form videos on your website to identify prospects.
End with a call to action. Your video shouldn’t be the last interaction you have with your audience. Close your video with an specific call to action to continue the conversation.
Unsure of where to start? Check out the video below for inspiration, and get in touch with our team of stellar content creators — they’d be happy to help simplify the process for you.