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Video Content Marketing Tips - How to stay on point [VIDEO]

In this video you’re going to learn about how to stay on point with video content and you’ll see two examples using content I created. I guess you could say that what you’re reading and the video about this topic is another example of content, and you’d be right! Why you should care

Content marketing is not just a trend. Publishing content, whatever form that may take, is an important tool when it comes to branding and marketing your products or services. Consumers tend to trust and buy from companies that provide valuable information to them. That means you should care because without sharing valuable content with your target audience, your business becomes vulnerable to competitors that do embrace content marketing.

What content was created

Every week, I publish three pieces of content and each one is usually a video. On Tuesdays, it’s something for PresentationExpressions.com, on Wednesdays it’s something for Edutige Microphones, and on Thursdays it’s something for my personal website, CarlKwan.com. The Thursday content is anything related to creating, marketing or branding, such as this post you’re reading now.

And on Mondays, I usually publish something for Winright Law in Vancouver, a local law firm that has embraced content marketing.

So this week for PresentationExpressions.com, I published a video about how to engage a presentation audience using a simple question and sentence. For Edutige, it was a video showing how to get great audio for videos using an iPhone. And finally, for my own content… You’re reading it! And there’s also this video to along with it…

https://youtu.be/vX5r6t557zE

What was the purpose or goal of the content?

The video I made for PresentationExpressions.com was inspired by one of the more common questions I receive from viewers on YouTube, and that is how to engage the audience, or how to get the audience’s attention in a presentation. So the purpose of the presentation video was to educate my audience about a topic that is relevant to them.

https://www.youtube.com/watch?v=8kwflhWBxjA

The video for Edutige was in response to the growing number of people interested in vlogging or creating videos, but who feel held back because they don’t think they have the right camera and audio gear. So the goal of this video was to show how a simple point and shoot camera, along with an iPhone and one of the Edutige microphones could produce good video and audio. The hope is that someone will be inspired create, rather than feel limited by circumstance.

https://www.youtube.com/watch?v=7EQXzSlEBUM

How to stay on point when making video content

So here are three tips for helping you when you’re working on your videos...

First: Keep in mind a 3 part structure: beginning, middle and end.

The beginning refers to identifying your target audience and their issue, problem or challenge. The middle is describing your solution and the end is your call-to-action.

Second: Use the simplest tools; use the environment.

This may not directly related to staying on point in your videos, but it’s still important because it addresses a major concern: As a business owner, you may feel that it is a major hassle and expense to get a bunch of equipment and set up a place to make your videos.

But even the simplest point and shoot cameras or your smartphone, can be powerful video cameras. The main requirement is being able to shoot in 1080p HD, some way to capture good audio (Edutige mics I heard were good!) and some place with good lighting.

But the point I’m trying to make is that video production doesn’t have to be complex or expensive. And you can always creatively find a way to make your videos. The biggest obstacle is usually the voice in your head saying that you can’t do it for such-and-such a reason.

Third: Edit without mercy

The final tip when it comes to making your videos is to spend time in the editing process to trim away the excess footage and talking that do not contribute to the video. Get your ego out of the way and consider what the video will be like for the viewer. Do they really need to see or hear everything you’ve shot? Most likely not.

The video for Edutige showing how to use an iPhone to get great audio was originally over six minutes long. But it was edited down to about a minute and a half. Much of the stuff I left out were transitions between me talking and the shots of the iPhone, along with some b-roll of the mic and camera I used. I also left out a lot talking that just didn’t fit.

So I hope you have a better understanding of what you need to do to create better video marketing content for your business. These are exciting times. I’m constantly amazed and inspired by what is possible in terms of marketing and taking control of one’s business.

Go out there and create. And if you’d rather have someone do it for you, please get in touch and I’ll be happy to see how I can help you reach your goals.

Thanks.

Content Marketing Tip - Researching and creating content about trending topics

A few weeks ago while researching topics for Edutige, the microphone company that I represent and am in charge of their content marketing for, I hit upon an article about mobile journalism. Actually, I was actively looking at how Edutige could reach out to journalists and get them to try the microphones. I’m quite sure journalists would love the small size, affordability and great audio quality. Check out the video or skip below to read my content research and creation process for the video.

https://www.youtube.com/watch?v=wyf6XM4aP7Q

Google is your content idea friend

As I was looking around, I Googled topics like "iPhone journalism,” “mobile journalism,” and anything else I could think of that would be related to using an iPhone for journalism.

Eventually, I came across the hashtags #mojokit, #mojo and #mojoedc, which all stand for mobile journalism. The last one, #mojoedc, stands for mobile journalism everyday carry, which is kinda cool! And there were plenty of people very actively engaged in this #mojo community.

I couldn’t help but get excited by the possibility of creating targeted content that would be of value to this incredibly large group of target customers.

Now what?

Once I knew the target audience existed and is quite large and active, I looked into what products they were using, how they were being used, and how Edutige products could be a fit. This wasn’t overly difficult since many journalists were posting pics of the #mojokit using that hashtag and #mojoedc.

I could see how Edutige could offer a small lavalier style set up, that had great audio quality, that was plug and play without requiring any special adapters, and that would be discreet so as not to draw unwanted attention to the journalist.

I imagined that some journalists work in areas that aren’t necessarily safe and carrying around an iPhone on a rig with a big microphone and a video light was not going to be suitable for those situations.

Then I shot the video

Whenever I make videos like these, I don’t often have a script. Part of the reason is because I know the products so well. The other reason is that I keep in mind a few key points I want to address, which are usually:

  1. What is the situation, issue or problem faced by the target audience?
  2. Why is that bad or what are the consequences?
  3. What’s the solution that I have to offer?
  4. How does it work?
  5. How can people get it?

Then I get b roll

B roll is important to a video because it helps the audience visualize what you are talking about. This is especially important when it comes to product demo videos.

Normally, I like to shoot my b roll at home where I can set up the products and light them properly. This is also the time I get to be a little more creative with how the products are shown.

For example, in this particular video there is a sequence where the tripod pistol grip spins around. That was shot with me spinning the tripod by hand, then editing so that it looked like the tripod was spinning on its own. A bit tedious but I think it works.

What you should do

When it comes to creating marketing content, it’s a good idea to keep an ear to the ground and be aware of trends or new issues or problems that your product or service can help solve. Then act! Don’t wait to create that content because in today’s world, trending topics come and go pretty quickly.

And if you’d rather someone else help you with your content creation, get in touch with me and let’s talk about how I can help you create video marketing content on a regular basis to build your brand and stay on your customers’ radar.

Let me know your thoughts on how you go about researching content.

3 Easy Steps to Implement Video Into Your Marketing [VIDEO]

Video should be an essential part of your business' marketing because video is just, literally, everywhere. And if you’re not using video, your competitors probably are, and if they’re not, they’re likely thinking about it just like you are. They could even be reading this at the same time you are! Oooh! https://youtu.be/gfjwR590vqI

Why video is everywhere

One big reason why video is everywhere is because the traditional high costs and time associated with video production have come way down, making it possible for businesses of any size to create video content. Your iPhone, for example, contains an awesome camera and with the right external microphone and a couple of apps, you have the basic equipment you need to make videos.

Yes, but...

But that doesn't mean you can just turn on your iPhone in a dimly lit room, using only the built in microphone, and ramble on and on because you’ll look like you don’t know what you’re doing, which will leave a bad impression about you and your business. Which means a video could actually make you LOSE business if not done right. Bad sh*t.

So here are 3 ways that your business can implement video that will help with your branding and marketing.

Number 1. Tell people about your business.

This sounds ridiculously simple, but it’s easy to screw up because people will talk about their business from their own perspective, not from that of their customers or clients. So be sure to talk about what you do in terms of the problem you solve or the solution you offer. Focus on them, not you.

Number 2. Get other people to talk about your business.

In the world of Yelp, Amazon and social media shares and likes, getting your customers or clients to talk about your business on camera is a great marketing tool. And if people don’t want to be interviewed on camera, you could ask them to provide a written testimonial and their picture. Then you can stick that up on the screen, instead. Works just as well.

And finally number 3. Show people how you do business, who they're dealing with.

People want to do business with people they know, like and trust. So what you can do is tell them what you believe in, why you do what you do, and let customers and clients get to know you and your staff on a more personal level.

So that’s it!

Like I said, video is everywhere and there is a relatively low barrier to entry for most businesses. If you have an iPhone, you’ve pretty much got a full video production kit in your pocket. And aside from knowing how to produce the videos, I gave you 3 ways your business can implement video to help with branding and marketing, which were:

  1. Tell people about your business from their perspective.
  2. Get other people to talk about your business.
  3. Show people how you do business and who they’re dealing with.

And if you want someone to just figure that stuff out for you and make you the videos, give me a call or email me and let’s talk about how we can make video work for you.

Thanks and talk to you again soon.

Carl

PS Microphone used in this video was the Edutige ETM-006.

Video Content Marketing: Should you write a script for your videos? [VIDEO]

In this video, should you write a script for your videos or not? I'll examine some pros and cons for writing a video script vs just turning on the camera and making your video off-the-cuff, free balling it, so to speak. https://youtu.be/Oh1Ec-b62Ng

The main advantage of writing a video script

The biggest advantage that writing a script for your video can offer is organization. Writing lets you get your thoughts straight before you ever turn on the camera, and you're able to edit and refine your video script ahead of time.

The main disadvantage of writing a video script

But that organization and clarity in your writing can come off as sounding scripted when you read it on camera. So you'll need to be careful and write in a conversational tone to avoid sounding... odd, I guess is the best way to describe it.

What's the main advantage for doing your video off-the-cuff?

The number one advantage of not scripting your video is time, as in you'll save time by not having to sit and write your script. If you're busy like most people, content marketing can become a burden because of all the time required to prepare content.

So doing your video on-the-fly can help you save some time.

And it can be spontaneous

This is huge because it counteracts the scripted feeling when you can just be spontaneous and have that energy in your voice and in your face. Hopefully. But that's the other advantage of doing your video unscripted... you may sound more interesting.

But then what's the big disadvantage of free balling your video?

In a word...rambling. Most people who are inexperienced, and some that are experienced, at making videos will tend to ramble on and on. This is bad because you'll lose your audience's attention, which means you may not get the sale or you may simply create a poor impression. Either way, an unscripted video can cause problems if you ramble.

And rambling leads to the next disadvantage

When you ramble, you sound unprofessional. And sounding unprofessional doesn't work when you're trying to use video as a helpful marketing tool. The main problem, aside from rambling, is "umming" and "uhhing" throughout your video, or thinking that screwing up and telling everyone about it is ok. It's not ok. It's not ok because your viewer, your potential client or customer, may wonder if your product or service is equally as unprofessional. Not good.

But the video I made for this post was totally unscripted and it works because of three important things that I'm going to teach you.

Here are 3 things you can do to make an unscripted video sound professional

  1. Think about what problem you are trying to solve. For example, I talked about whether or not you should write a script for your videos or do them off-the-cuff.
  2. Consider what the problem means to your audience. For example, I described the pros and cons of writing a script vs free balling your video.
  3. Give some action steps people can take to resolve the problem or issue. And that's what these three things are for you, my way of giving you the steps you should take so you can make an off-the-cuff video sound more professional.

BONUS TIP

So let's say you implement the three things I just talked about... everything's good right? Just turn on the camera and shoot your video, right? No, not quite.

You still need to remember that your video needs to look and sound professional, too. That means good lighting, stable footage and good audio. If any of those are lacking, then it won't matter what you did to prepare because your video will be so hard to watch. And you'll still look unprofessional.

But I still don't want to do all this to make videos

Well, now that you've learned all about the advantages and disadvantages of writing vs not writing a script for your content marketing videos; and you've learned how to make your freestyle videos more professional... maybe you still don't want to take the time and effort to make videos. Cool. That's what I'm here for! Please get in touch and I'll help you make them.

Video Content Marketing: Happy Clients Video for a Realtor in Vancouver

Here's a great way to promote your business with video marketing: Shoot a video of your clients being all happy and ask them to talk about you, too! That's what this video is all about. https://youtu.be/1C8YqW_WaLk

Promoting your personal brand with video

This video was made for Ross Woo, a fantastic realtor in Vancouver, who wants to use content marketing to sell real estate. Specifically, he wants to use video as a marketing tool but not the typical slow motion shots of properties. Instead, he wants to educate and entertain people to show what his personal brand is all about.

I think that's awesome, because buying a home is such a personal and huge decision, so you want to work with a trustworthy, honest and knowledgable realtor. And that's what this type of video can do for someone like Ross.

Why video works for branding and marketing

Video is such a powerful tool and it works for branding and marketing because it gives potential customers or clients a chance to get to know you, to see if you are someone they would like and trust enough to do business with.

But video marketing is also a great way to help your current customers or clients feel reassured about their decision to work with you. Plus, they can confidently send referrals to you, knowing that their friends will be impressed with what they see.

Video is an awesome tool in a competitive market

Video marketing for a realtor, especially in an ultra-competitive market like Vancouver, can give you enough of an edge to differentiate you from other realtors. Sure, there's word-of-mouth, but as I mentioned above, once those people Google you and see something that makes them question the referral, you could lose a potential client.

But if you have a video like this one, or more videos that educate consumers, show who you are and help people feel safe in their decision to work with you, you'll be far more successful than the guy, or gal, that isn't using video. Why?

Because you'll have earned someone's trust before they even talk to you. And that's huge.

Want to learn more about how you can use video content to market your business? Let's talk.

PS Ross is actually my realtor and helped me buy my first home so I know first hand just how genuine and trustworthy he is. Hope this video helps you out, buddy!