Series 4, Article 33


Video is a great way to tell your story, show the human side of your business and communicate highly complex ideas in an easy to digest manner.


But while video has the power to deeply engage, it also has the power to bore the viewer to tears—and creating compelling video is different than writing, say, a compelling blog post, according to John Jantsch.


Starting a camera and spouting out a thousand words of brilliant prose does not make a compelling video. There are proven techniques and tools that can help make your videos engage, hold attention and wow the viewer.


Although a badly done video may harm your business more than help it, still don’t feel that you have to hire a video production company to shoot your videos. There are online instructional websites and video production programs you can easily use. Some are free and, of course, the better ones you purchase.


These are the general steps to generate a compelling marketing video:

  1. Choose your audience.
  2. Pinpoint your message.
  3. Create a compelling concept.
  4. Finalize the budget.
  5. Draft a detailed script and storyboard.
  6. Brush up on your knowledge of any appropriate legal issues.
  7. Get your cast and crew together.
  8. Gather your gear.
  9. Scout out locations.
  10. Shoot the video.
  11. Edit it.
  12. Refine and polish it — Add music, titles, and graphics, for example.
  13. Broadcast it — Distribute your video on the web.
  14. Promote it.
  15. Measure the response and then learn how to make your next video even more effective.

Do not neglect social media and be sure to promote across multiple channels. You must make it easy for users to find and share it.

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