This week we’re featuring a series of guest blogs on video in B2B by Tom, Skout’s freelance video guru.
By our standards Tom is a bit of a celeb. In-between ‘shooting’ our clients he also joins the film crews of extreme expeditions and has also had a brush with some quite well known bands (all helps with the B2B creativity!) Thanks Tom
The use of video in B2B marketing and PR is a growing trend and presents organisations with the opportunity to inject some personality and colour into their brand…or at least it should be. Unfortunately, many organisations seem to forget this fact when producing their own videos and as a result are creating fairly dry and dull video content that’s not very watchable or inspiring.
Often B2B organisations will rush into creating videos as they see competitors doing it and feel they too need to produce some video content of their own to liven up their websites. With little planning or thought as to the reason for creating the video in the first place, it isn’t too hard to see why some videos aren’t hugely enthralling and are lacking inspiration.
Everyone’s a consumer, so even in B2B communications it is important to ensure that a video tells a story in an engaging and compelling way. All too often, companies will set about making videos for the wrong reasons or in an unstructured order. Making an effective video requires time and a strategic, well thought out storyboard; as opposed to aimlessly shooting clips and shoe-horning them into production.
The second blog in this series looks at how to structure and produce engaging content to capture your customer’s imagination.