Video Strategy: Part 1 (Content)

I play chess with my son. He’s 8. And he’s pretty good. He’s beaten me fair and square a few times. It got me thinking. What’s his strategy? So I asked. His answer was simple: Keep the King Alive. Strategy doesn’t have to be complicated, but it has to work for YOU.

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We get into conversations with marketers all the time about their video and they usually start and end the same. While they’re excited about video, when we ask them about  video strategy, there’s usually a long pause which is generally an acknowledgment of “we don’t have a strategy….”  Our follow-up question is typically something like, “do you know how well your videos are working for you?” we typically get the same long pause. In order for your videos to deliver you’ve got to have a personalized strategy.

No two strategies are the same. At Mad Bear Productions we have a specialized three-prong approach to nailing a video strategy you’ll not only love, but one that you can be proud of.

Here are the three things to consider:

1. Content: What is your story? And how will you tell it?
2. Distribution: Who are you trying to reach and how are you going to do it?
3. Metrics (analytics and reporting): Let’s make sure it’s working and learn from the numbers.

For the purposes of this article, we are going to focus on Content. 

Humanize. Use video to inspire, entertain, and connect on a more personal and emotional level. Get creative with using video to deliver fun, approachable, and humanized content campaigns. Or deliver a personalized video campaign that literally brings each viewer into the story in a way that’s relevant, interesting and memorable. Try some things out and diversify how you use video content, and you’ll start to discover what your most powerful stories are, and what your audience really cares about. It’s about building your brand in way that makes you feel proud and that grabs your audiences attention. We produced a series of videos for Valspar to help paint a story that let’s people know they stand for more than color.

If you aren’t sure what to do or how to do it. Just be true to yourself and your brand. The most important thing is to make sure you are being genuine about what you are showing. If you aren’t being genuine, it likely won’t work.”

-Glenn Zimmerman, CEO Mad Bear Productions

Be (A Little) Daring. We are not suggesting you throw caution to the wind and produce something outrageous that will scare your customers. But you have to stand out. And to stand out you have to take some risks. Consider adding a splash of humor, maybe choose some music you normally wouldn’t. Choose an approach that is a little bit out of the box. To help a Cyber-Security firm launch a complex piece of technology, check out how we used Sun Tzu’s Art of War.

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“But don’t do something unexpected and different just for the sake of it. Make sure you stand out for a reason and most importantly… that  the reason matters to your audience.”

-Glenn Zimmerman, CEO Mad Bear Productions

Do something unconventional, but do it to connect with people in a more emotional way (see Humanize above).  If you’re uneasy at the thought of trying something, don’t give up just because you are scared. Take a breath and see it from the users standpoint. It may accomplish the job better.

Make it Interactive.  In general, we find that marketers tend to be conservative in their use of video content. Explainer videos and educational webinars are pretty common now, since marketers know that video is the best way to educate given its high retention rates. It’s going to be tough to get anyone excited about your video strategy if you’re producing another screen capture video with a voice-over. But you know what they might get excited about? If you delivered an interactive video with survey questions to really engage your audience. Choose your own adventure style videos are another great way to get some engagement. What else? Well, here is one video from a campaign we completed with Northwell Health. This was one of several videos used to encourage the viewer to vote for one of three different innovations in healthcare. Nearly 500,000 votes later… success.

“Don’t feel pressure to use the latest and greatest technology in order to be interactive.  The goal is purely to engage the viewer. If the interaction accomplishes that… you have succeeded”

-Glenn Zimmerman, CEO Mad Bear Productions

Overall, a video strategy keeps you from creating aimless content. Your videos should have a purpose aligned with your business goals. So, now you have your story. Stay tuned for our next blog which will focus on how you get the right people to see it!

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About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.

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