Yesterday we touched on the importance of making B2B marketing video content interesting and engaging, even if the subject matter may be less so. Today we will look further at why structuring a good video storyboard is vital to success.
Firstly, decide on the purpose of your video? Are you looking to produce a snapshot of the business to engage with new potential customers or are you looking to showcase a particular aspect of the business? Decide on the purpose of your video and the audience it is aimed at and then plan your content.
There’s a lot to consider when planning your content, including how to encourage the audience to engage with you. You need to think about:
- What key messages to push?
- How will it be communicated?
- What type of shots to use?
- What should the backdrop of the video be?
- Will this need to be supported by statistics/data/graphics/animations?
- What’s the call to action for viewers?
Also think about who will present your video? Is your MD the best person to do it, or is someone else within the company better suited to this role? If no-one fits the bill, perhaps consider hiring a professional presenter to host it.
Post production planning is then critical. From the various clips that need to be glued together seamlessly to the audio/sound effects being tweaked and everything in between, it is vital to plan for these edits.
Also consider how the target audience will access your video. Do you plan to tweet a link to it and upload it to your Facebook page and YouTube channel?
Videos can make for compelling content for your website and social media but it needs to be done well. Remember your audience and create content they will want to watch. Hopefully then we can bid farewell to the dull, boring, corporate video we are all too frequently becoming accustomed to.
Tom
