When it comes to producing a corporate video, people often overlook the complexity of what it takes to produce good content. Whether you’re working with a video production company or producing your content internally, the key to producing a good video is understanding your target audience, being prepared and having a marketing plan in place to promote your content. Below are what we consider to be three key steps to making a good corporate video.
Know Your Video’s Target Audience
Understanding your target audience is critical when it comes to creating video content that converts viewers. And equally as important as knowing who those people are, is understanding where those people stand in and outside of your customer acquisition funnel, and what action you’d like for them to take next.
Whether you’re trying to humanize your brand and build baseline trust using a company profile video on your “About Us” page, or you’re trying to get someone to schedule a live software demonstration after watching an animated explainer video, It’s always best to identify your brand awareness and lead generation goals first, and then think about how video can help you achieve those goals.
Plan Your Video Shoot
When it comes to producing a good corporate video being well prepared is critical. That includes developing a process, creating a list of scenes to shoot, preparing the areas where the filming will take place and the talent that will be in front of the camera, especially if you’re using real people and not actors. It’s best to rehearse your script or talking points prior to getting in front of the camera no matter which route you go.
Also, regardless if you’re filming in your office or in a video production studio, the cameras will easily pick-up on any items that are out of place (office clutter) or overlooked (camera and lighting wires), so it’s important that you closely examine your scene shots with your talent in front of the camera before hitting the record button. Being unprepared in any of these areas can lead to time consuming re-shoots, unnecessary hours in the editing booth and ultimately a low quality video that will reflect poorly on your brand.
Develop A Video Marketing Plan
Simply posting your video to your website and calling it a day isn’t going to cut it anymore. Sure you’ll generate some views off of your site’s traffic, but if you want to maximize the full potential of your video you’re going to need a plan to promote it properly.
The easiest way to create a simple video marketing plan is to think about all of your external communication channels (social media, newsletters, PPC campaigns, etc...) and how you can use those channels to promote your new video content. Not only will this help you generate more views it will also most likely increase your individual marketing channel's performance.
About the Author
Peter Horton is the Co-Founder and Managing Director at Telideo Productions, a Denver based video production company specializing in corporate video production. Prior to starting Telideo, Peter spent the majority of his career in various marketing leadership positions helping B2B technology companies develop and achieve their strategic marketing communication and channel marketing goals.