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Developing the content for online video

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Vladimir Milanovic
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The common misconception of an online video is that it is considered to be a content form rather than a type of media. I often see people struggling to make a good quality and engaging video, but it all rooted in the initial idea that doesn’t go further from defining that “we need to make a video”.

It doesn’t work that way and the right approach to making a video starts actually without the video in mind. It starts with the idea. This is the hard part as it requires focus and thinking.

It starts with the idea

In order to come up with a great idea you must stick to a rigorous creative process that lets the story drive your decisions about appropriate form of presenting. It means that the medium of storytelling will naturally emerge if the idea is well thought through. The typical pitfall in the creative process comes when people decide to do a video before they come up with relevant idea for the content that video will contain. Video format is undeniably a valuable asset to an online presence, but it’s not necessarily appropriate form for every kind of idea or a story. If you are struggling to convert content into a video, it may be an indicator that something’s not right. If the content you’ve created doesn’t lose its appeal if it’s not produced as a video, it probably shouldn’t be.

Defining the content

The job of a marketer in many ways can be described as filling the gaps. Identifying those gaps is where the ideas come from. The creative process dictates that content precedes the form; therefore identifying the content gap is the place to start. Think about what people in your niche care about? More precisely, determine if there is gap between needs and wants of your target audience that can be filled with expertise and knowledge of the people within your organisation.

Defining the medium

If you think you identified the content that will bridge the gap between your business and your target audience, the next step is to determine in what style and form that content will be best served. Is video an appropriate form for your idea? Ask yourself these questions:

  1. Does the content require aesthetic engagement?

  2. Does the content require acoustic engagement?

  3. Would the content lose its appeal if it is just text?

  4. Would the content lose its appeal if it is just text and image?

Unless the content requires visual or acoustic engagement in order to be interesting, there won’t be much benefit to the viewer if you develop a video. However, if you decide that your content is best served in a video form, you should start conceptualising the structure, the style and the usage.

Fine tune your idea

The next thing you need to be clear on is what you want to achieve with the online video. What reaction you want to provoke from the visitor? What outcomes you seek for your organisation? Do you want to inform the audience, entertain, influence, or are you looking to get shares and likes on social media? All these questions, when answered properly, will bring you closer to the goal and help further develop your idea and prepare for the exploitation of the video.

If you need help to determine the right content and form for your next marketing effort don’t hesitate to contact me here.

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About Vladimir Milanovic

Vladimir Milanovic
Vladimir has been working with GCOMM since 2010 on the design and implementation of the recent branding and marketing strategies. He was also responsible for the rebranding of LiveBackup in 2012. Between 2006 and 2010 he was involved in the creation and launch of Imperial Tobacco’s European BTL platform for its Davidoff brand as well as for the rebranding of French icon, Gitanes. Vladimir graduated from the Belgrade University of Arts in 2005.
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