Video is the chief with regards to advertising and marketing content material designed to drive enterprise, improve consciousness, and maximize ROI. Companies as we speak notice the need of incorporating a number of forms of enterprise video into their content material technique—in addition to the necessity to create extra distinctive belongings with a purpose to rise above opponents. As such, advertising and marketing departments are challenged to give you larger portions of video whereas on the identical time ensuring that the content material maintains the specified stage of experience, authoritativeness, and trustworthiness. Video ought to rank extremely in your content material advertising and marketing guidelines, so let’s look into one of many strongest types of enterprise video, content-driven by material consultants (SMEs).
Executing the right SME video
Self-serving speaking head movies usually are not partaking—and will be fairly cliché. These forms of movies have given the time period “thought leadership” a nasty identify, and sometimes lack any actual worth for the viewer.
When creating SME movies, the main target ought to at all times be in your viewers. How will they profit from this data? And how will this content material make it easier to set up their belief?
Overall, you need to concentrate on these three main objectives:
- Create precious, informative, and fascinating content material
- Make movies for every stage of the gross sales cycle (lined excellently in Brightcove’s Video Marketing Master Class)
- Develop content material that may be simply scaled, repurposed, and remixed
[Image courtesy of Content Monsta]
“The Content Marketer’s Dilemma: Those that create content, don’t have the knowledge, those with the knowledge don’t create.” ~ A. Lee Judge
How do you get past the Content Marketer’s Knowledge Gap Dilemma?
In order to shut the information hole discovered when looking for to create high quality video content material, it’s essential to enlist each inner and exterior SMEs:
- Internal consultants have distinctive information that may solely come out of your firm. These are your organization leaders, product creators, service suppliers, and even gross sales workforce members. Sales leaders have rehearsed their pitch in your model’s most important differentiators. They’ve been reciting it over and over, and are principally camera-ready.
- External consultants lend authority and trustworthiness to your organization. These are business analysts, companions, and clients. Companies typically throw huge occasions the place they invite clients, companions, and different business consultants, together with salespeople and high-level executives. These moments are good for a video shoot as a result of the entire people listed can present data that your opponents won’t have.
Creating base content material with video
The subsequent step is figuring out the bottom content material seize format. Video supplies essentially the most fruitful kind of content material as a result of by nature it consists of each visuals and textual content. Hence, video is the place your true repurposing energy lies. You can break a bigger video asset right down to create varied forms of content material, akin to:
- Web web page content material
- FAQ movies
- Behind-the-scenes movies
- Shareable clips
How to get high-quality content material from SMEs
At Content Monsta, an Atlanta-based advertising and marketing company, our workforce has developed an providing that we merely name a Video Day. This is a video shoot by which we slot a timeframe to interview a number of SMEs in an organization inside a given day. We’ve developed a technique and construction that empowers us to generate a considerable amount of high quality content material past video. Some of the methods we use to get the content material we’d like embrace:
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Prepare open-ended questions
When you recognize that you’re going to create written articles from an interview, you may ask questions that lend themselves to that kind of content material. For instance, listicles are a profitable article format, so as an alternative of asking a thought chief about how nice their product is, you’d as an alternative ask them to offer 5 causes for why their services or products is healthier than their opponents.
If you’re interviewing salespeople, ask them to inform you about the commonest objections they hear from clients. They provides you with the data, however naturally, add a constructive spin, in the long run, to clarify how they reply to those objections.
Ask questions with sound bites in thoughts
Imagine the very best quote you would take from an organization CEO to publish on Twitter or Facebook. What wouldn’t it sound like? Use that as a degree of reference to reverse engineer the interview, and ask the SME questions in long-form video content material that you recognize you’re going to have the ability to chop up into quotes or one-minute snippets down the road. These sound bites shall be glorious for social posts.
Ask totally different thought leaders the identical query
If you’re ready to interview a number of individuals in numerous roles, ask all of them the identical query. That manner, you’ll get totally different quotes and a number of choices to select from once you’re enhancing your video. Also, when repurposing this video into textual content, you’ll acquire other ways to state your level. This will offer you synonyms to your content material key phrases. More, however totally different, key phrases will help in your search engine marketing efforts.
Always interview with a objective: By asking the correct questions, you may lay down the mandatory basis to get insightful solutions in your video content material. So maybe I ought to say, “interview with a re-purpose!”
Through a collection of movies and content material created from the video materials, you may get material consultants to share precious data and information. The greatest thought management movies will ship worth to the audience—whereas serving to your organization acquire a aggressive edge.