The VPM Blog

Before You Hit Record: Creating Video Content

Posted by Cody Lunsford on Apr 12, 2017, 9:00:00 AM


We’ve told you why visual content is vital in marketing. We’ve told you how to leverage that video content in inbound marketing. We’ve shown you companies that have done it well. But before you even hit record to create that great visual content and you leverage it in your inbound marketing campaign, there are some steps you need to take in order to be successful at creating video content. There’s a lot of prep work that goes into creating video content and the more time put into the prep side of the process, the smoother the production and the post production will be.


Whether you are creating video content for clients or creating it for your own business, it’s important to be a part of the strategy and planning meetings. Attending these meetings allows you to be in the know of future campaigns for which you can support with video content. Being a part of meetings can also give you insight about pain points that the client or your business is facing that you can help ease the pain with the aid of video content. If you’re not attending the meetings, you’re only going to be getting second hand information about what videos you need to make, and that allows room for misinterpretation and miscommunication. If you are a part of the meetings, you’re more involved in the process at every step and can more easily bring ideas to the table. The video content process also tends to go smoother if you are a part of the process from start to finish.


After attending meetings and determining what video you’ll be making, it’s time to work on developing the idea. It is imperative during this stage that everyone, whether it’s a client or your fellow team members, remains on the same page about what the project is going to be. It’s important that everyone has realistic expectations of what the end product will be and the time it will take to create the video. To maintain these expectations and keep everyone on the same page, it is crucial to communicate with the team you’re working with along the way. If any changes occur during this stage, communicating with your team will prevent any surprises when the video is filmed and completed. Also during this stage of developing the idea, it is important to maintain a laser focus on which of your buyer personas this video is attempting to serve. If the whole team isn’t certain on which of your buyer personas the video is being geared towards, it can lead to a lack of cohesive vision and an unclear narrative for your video.


The final step before you hit record to begin filming your video is the scripting, storyboarding, and scheduling stage. Not every video will require an extensive script or storyboard. Sometimes the video is interview based and you won’t know what the subject of the video may say. The script you’ll develop in this case is the questions that you will ask the interview subject. However, for other videos it will be imperative to have a full script of the video or a scripted voiceover to play over aesthetically pleasing shots. Other videos may require a storyboard to aide with knowing what shots you need to get while filming. After you have a script or storyboard, it is time to schedule the filming of the video. Determine a time where you and the subjects or actors can film and figure out how much time it will take to do the filming. Always overestimate the time you’ll need. It’s better to have more time than you need than to be rushing the shoot. This scheduling phase is also the best time to figure out what kind of equipment you’ll need to use and what props, if any, will be needed for the video.


Now it’s time for the video shoot to start. It’s time for you to hit the record button. Hopefully, by this point, you’ve done enough preparation and groundwork that the filming goes off without a hitch. Being prepared and having a plan in place makes the whole process of shooting much smoother and helps keep a cohesive vision for the video throughout. There will be changes and hiccups as you go, but as long as you are as prepared as you can be, it won’t be as difficult to roll with the punches.

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photo credit: pexels

Topics: Video Content

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