Video is becoming a bigger part of marketing every year, but that doesn’t mean every business has the people, budget, or equipment to produce it consistently. Oftentimes these teams already have full workloads, and adding video projects can feel overwhelming. But even without a full production team, businesses can still begin creating effective video content. The key is knowing where to focus your time and making the most of the resources you already have.
Start With the Resources You Already Have
You don’t need to have a videographer or in-house production studio to start executing your video marketing strategy. Consider what skills the people on your marketing team already have. Communications staff and content creators can come up with targeted topic ideas and scripts; social media professionals may already be comfortable filming short videos, editing clips, writing captions, or publishing content across different platforms. Or if anyone is a subject matter expert in a topic your customers care about, you can consider them for on-camera expertise.
Many teams find it helpful to start their video strategy with less time-consuming projects like repurposing existing content. You can identify a piece of content that performs well or highlights key messaging points for your brand. Whether this piece of content is a podcast, blog, or something else, you can use it as a starting point for your next video rather than beginning with a blank page.
If you’re just getting started, focus on the questions customers ask most often. Those videos tend to stay useful for a long time and can be shared across multiple channels. Other simple video ideas to start with include FAQ videos and project demos.
Curious how you can repurpose existing interviews or webinars into different video content? Check out our explainer for repurposing video content.
Make the Most of Every Recording Session
Whether you’re repurposing an old idea or starting something new from scratch, the preproduction stage is very important. Spend time beforehand deciding what messages you want to communicate, where you’ll film, and how each video will be used after it’s recorded. Thinking through these details ahead of time helps you make the most of the time you spend recording.
Remember that you don’t need to create an unrealistic filming schedule. It’s better to publish thoughtful videos on a schedule your team can actually maintain. Planning ahead makes it easier to keep on track with this kind of schedule.
When you are set up to record, there’s a lot you can do in one recording session. If you’ve planned out multiple videos beforehand, you can film several videos in one session. Don’t forget to record extra B-roll, too. Even if you’re not sure what B-roll you’ll include in the final product, it’s smart to have many options to choose from.
Consider what platforms you’ll be sharing your video on, too. One interview might become a YouTube video, several LinkedIn clips, a website FAQ, and content for future social posts. You may want to ask for a couple different answers to the same question, one that’s short and engaging for a social post and one that’s long and detailed for a YouTube video.
Know When Outside Help Makes Sense
Just because your team can develop topics and speak on camera, they may not necessarily have the time or expertise to produce the video. In the preproduction stage, decide how much help your team will need, if at all. Some businesses only need help polishing videos their team already records, while others want a full production partner for scripting, production, and distribution.
An outside perspective can also help you avoid spending time on videos that don’t fit your audience or marketing goals. Instead of guessing what to film next, you can build a plan that makes the most of every recording session and every piece of content you create.
If your team keeps pushing video projects to the bottom of the to-do list, or you’re unsure how to turn ideas into a consistent strategy, it may be time to bring in extra support.
Build a Video Strategy That Fits Your Team
If your business doesn’t have a dedicated video team, making something that looks good, sounds good, and communicates the right message isn’t easy. But creating effective video content doesn’t really require a full production staff. What you need is thoughtful planning, clear messaging, and knowing where your time will have the biggest impact.
Whether you’re building video into your marketing strategy for the first time or looking for help scaling your efforts, Connections Marketing can help you create videos that support your broader marketing goals.