One of the challenges of creating video content is knowing what kind of video content to create. You should never create content just for content’s sake — It should always solve a problem that your organization or customers are having.
People buy emotionally but they start the purchasing process because they have a need or a perceived need. When we think of video in the corporate world, the place people often look to for creating content is the marketing department.
While this is a good idea, because online video is a great tool for marketing a product or a service, chances are your company has other needs that you can use video to solve as well. Creating content to solve problems will also prove beneficial to your social media audience. Sometimes this just means repurposing content that has already been created.
For example, the message that your CEO gave during the annual meeting might have a few sound bytes that can be used for external audiences. It is also a great reminder for your internal audience. Start by looking at what problems your company is having internally and externally. You could call this “the doctor’s” method of content of creation. You keep poking until you find a place that hurts. This is going to require your executive team, sales team, marketing team and HR to work together in order to find the problems
Here are some ideas for how you can use video to solve problems:
- Marketing – videos to promote products, services
- Sales – The sales team can use video testimonials from happy clients, a message from the CEO. These could both be used to show prospects in meetings or trade shows as well as online.
- Training – This could be videos on how to use a product. These kinds of videos will help to reduce help desk call volume or store returns.
- Events – An event video could be used to promote an upcoming event or to thank everyone for coming to an event. It is also great to show those people who were unable to attend the event how successful the event was.
- Investor Relations – This is could be a yearly message or a video that gives them a tour of something your company does if investors are not able to visit personally.
- Public Relations – Did your company just make a big donation? Create a video to tell the story. You could also create a company introduction video.
- R&D – This would include videos of focus groups, explaining ideas to get buy in.
- Leadership – executive team branding videos, thought leadership videos
These are just a few; I am sure you can think of many more ways video would be beneficial. If the content is internal, look for ways to repurpose it for external use and the same goes for external video. Even if it is only a 15 – 30 second clip, this is content you should leverage for your brand and even use on Instagram. This content doesn’t have to be blockbuster movie quality type stuff.
At the same time, you can’t shoot it with a cell phone. It needs to represent your brand well and be easy to watch and listen to. These videos listed above should be in your social media posts, YouTube channel, company website, and blog as a part of your content calendar and online video strategy. People are asking questions in social media and on search engines and your content will be there to help answer their questions.
What problem will your video content solve?