The possibilities of filmed content are huge, and it can feel a little overawing. More and more corporations are weighing in with high production value films; the news is full of videos that have gone viral – some amateur, some corporate – making real money for the film owners. Serious businesses are investing heavily in video content, so how can you possibly compete? How do you start?

The first decision to make is to decide what kind of video you want, and why, and whether it’s something you can tackle alone.  Sometimes the message you’re trying to get across doesn’t need expensive, production-quality video. It’s possible to make good video content without a big budget.

For many types of video though, it helps to get some expert support. Case studies, brand stories, client testimonials, more complex presentations or interviews – these are all bigger projects than a one-person band can handle. Luckily there are lots of great companies around, and they’ll help you with the creative as well as the technical side of the production.

For a small business used to the relatively low costs associated with blogging and other types of written content creation, the costs associated with making video feel much higher. But there’s something to be said for the authenticity of low-tech video, and it can work really well for small businesses.

Costs aside, the key thing for you to remember is that you want a video that will be useful to your clients. There is no point in investing your entire marketing budget in a big glossy advertisement for your business. If you want potential clients and customers to watch, create something that interests them, and answers their questions. Make that clear to your director when you’re explaining what you want to achieve – it’s not ‘a film about us’, it’s a ‘film for our clients’.

Below are some hints and tips to keep in mind when you start creating video content:

  • Be clear – know the key message you want to get across and assemble your ideas into a storyboard.
  • Know your audience – you need to know your customers, your business, and the unique way you help to create useful video content
  • Do your research – look at current video content, get a feel for what you like and the tone you want for your own videos
  • Be open – making a video is a chance to try new things, so be flexible and prepared to go out of your comfort zone.

We hope that these insights have inspired you to embark on introducing video content to your content marketing strategy.

Author Bio: Sharon Tanton is the creative director of Valuable Content. Valuable Content is a specialist content marketing consultancy and training firm with a determined focus on helping independent businesses to make the changes they need to win with their marketing.

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