As we all know, when planning a video, content is king. Cat videos are cute and all, but when you are making a video on behalf of your business, you need to make sure your messaging is on point, and your content is engaging. Here are four things to keep in mind.
1. Define Your Goal
What is the primary goal of the video? Do you want to create brand awareness? Drive traffic to your blog or website? Get sign-ups for a webinar or event? Remember to clearly define your goal, as this will influence the rest of the planning process.
2. Remember Your Buyer Persona
Remember who you are creating the content for. Yes; for, not at. The video should always provide value to your target group, either by solving a problem, providing entertainment, teaching them something, etc. Have your target group in mind at all times in the planning process. What challenges are they facing? What topics are they following at the moment? What information are they seeking? The answers to these questions should influence the tone and language of your copy. Your content will only be perceived as engaging, if it is tailored to your target audience.
3. Key Messages
Write down your key messages. Depending on the goal of your video and where you will be posting, you might have room for 3-5 key messages. A good starting point can be to brainstorm all the messages you would like your audience to receive through the video. You might end up with a list of 20 points, and this is where you need to cut down. Remember to stick to one topic per video, and try to structure the video in a logical way that tells a story.
4. Wrap It Up
As always: KEEP IT SHORT! Remember that most people have attention spans that are worse than those of goldfish, so let’s keep it snappy. Leave your viewers wanting more, and they’ll be more likely to click through to your landing page, and potentially become a customer.
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