Video Essentials

5 Pro Tips for Improving Your Video Content Strategy


Is your online video strategy everything it can be? Hold on, you do have an online video strategy, right?

Once your company has started creating online video for the web, it’s time to step back and evaluate the content you’re creating. Reports from the CEO and walking tours of new locations are fine, but there are better way to entertain, engage, and delight your customers.

C.C. Chapman

To get the best tips for evaluating a video content strategy, we pulled in an expert. C.C. Chapman is the author of Content Rules, a guide to content strategy. He’s also currently writing a book on people who made careers out of their passions. Video shot for that book is at Passion Hit TV, and the book should be on sale in the fall.

The Vimeo Festival + Awards is taking place next week in New York City, and Chapman is also preparing to interview winners at the awards show and the festival. Those clips will go to Watch.tv, a site created by Verisign, the registry for .TV addresses.

Read on for Chapman’s top tips for improving any video content strategy:

1. Do Something Unexpected

Playing it safe gets boring, and your customers will stop clicking on your links if you give them the same content week after week. Freshen up your video strategy by going for the unexpected. Show viewers something they haven’t seen before. Think fun and unique, says Chapman. But remember, unexpected doesn’t mean inappropriate.

2. Plan it out Ahead of Time

People like to dive in and start making videos, says Chapman, often skipping the crucial planning stages. Begin by creating a video schedule for the next six months, brainstorming ideas and mapping out topics. Think ahead of time about what camera equipment and other resources you’ll need for each shoot. Having a plan means you’re more likely to follow through on video creation, and more likely to follow a set online posting schedule. That’s important if you want to attract regular viewers.

3. Talk Like a Human

Jargon is the bane of good communication. The purpose of your videos is to engage with your customers, so leave the acronyms and industry-specific buzzwords aside. “Nobody wants to watch that,” says Chapman. Instead, speak from the heart. If your on-air talent is reading from a teleprompter, make sure it doesn’t sound like he or she is reading from a teleprompter. There’s nothing worse than reading from a script and being boring.

4. Don’t Be a Slave to Length

Anyone making online videos has heard several times that shorter is better, that people will get anxious and click-off after two minutes, three tops. That’s true, notes Chapman, but don’t let it hold you hostage. There’s nothing wrong with going longer when the subject demands it. Keep your video as short as possible, but take the time you need to properly cover your topic. Don’t try to stuff your material into a length that’s too short. If you’re offering quality content, your viewers will watch it no matter the length.

5. Be Helpful

“Share or solve, don’t shill,” says Chapman, and that’s a good rule of thumb for any company making online videos. Chances are your sales team gets certain questions all the time. Online video is a great place to answer those questions. Your customers are more likely to share videos that they found helpful, so try to solve some problems. Whatever industry you’re in, create helpful tips for that industry. “If you can educate and entertain your viewers, you’ve done very, very well,” adds Chapman.




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