In the dynamic landscape of digital marketing, video content has rapidly become a cornerstone for businesses looking to engage their audience. However, the prevalent trend of 'just getting a videographer in' is causing many companies to miss a crucial step – strategic planning. This blog is a clarion call to marketing planners and business founders: it’s time to move beyond observational content and embrace a well-structured approach to video production.
The misconception of effortless video creation
There's a common misconception that outstanding video content can emerge spontaneously during daily operations. The thought is often, “Can’t you just film while we do our thing? You’ll capture the essence of what we do.” But if this is your approach, your content likely suffers in several critical areas:
- Lack of marketing direction: Without structured planning, your videos may lack a clear marketing purpose. Even today's TikToks, which appear spontaneous, often follow a carefully crafted shot list and direction.
- Visual differentiation goes missing: If you’re not investing in aspects like lighting, shot direction, or a game plan, don’t be surprised when your content looks mundane. Effective branding in video is about creating a distinctive style and communication edge.
- Over-reliance on post-production: If your videos aren't planned with a script or shot strategy, the entire burden falls on editing. This approach relies too much on luck to create an “on-brand” story.
Creating content is one thing, but doing it effectively is quite another. To avoid these pitfalls and ensure your video content is both impactful and aligned with your brand, strategic planning is essential.
ShareStory’s strategy for effective video content
To address these challenges, ShareStory recommends the following approach:
- Embrace a strategic framework: Begin with a thorough review of your content strategy. This framework should align with your overall marketing goals and brand identity.
- Choose the right approach: Decide whether observational content is sufficient or if your promotional material needs to be more considered, scripted, and orchestrated to effectively meet your objectives.
- Stand out from competitors: Evaluate your content in the context of your competitors. Look for new angles and superior presentation methods that elevate your brand above others.
- Infuse your brand identity: Every piece of content should feel uniquely 'you'. Consider how each video reflects and enhances your brand identity.
In conclusion, the key to successful video content lies in strategic planning and execution. It's not enough to simply produce videos; they must be carefully crafted to align with your marketing goals and brand identity. By adopting a more thoughtful approach, you can create video content that not only resonates with your audience but also sets your brand apart in a crowded digital landscape.