Your guide to video content creation - Part 2

What is a good tool for video content creation?

There are numerous video creation tools available, but selecting the right one depends on your specific needs and resources. For example, Canva serves as an excellent starting point for cost-conscious creators and small businesses, Adobe Premiere Pro is the best for professional video editors creating big productions, and Storykit offers a more sophisticatd solution for larger organizations prioritizing brand cohesion and creating a lot of video at scale.

Your video content creation strategy: Tips for impactful and efficient video creation

Now it’s time to map out your video creation strategy. This isn’t just about choosing the right type of video; it’s about understanding the ‘why’ behind your videos, determining ‘what’ you want to communicate, and figuring out ‘how’ to kickstart the process smoothly.

1. Don’t start from scratch

First word of advice: Don’t start from scratch. Don’t think of original videos you want to produce. Start by thinking of the content that you already have that you can turn into video.

“Did you know you already have everything you need to execute a high-paced, on-brand video strategy?” Jonna Ekman, Marketing Director at Storykit

Are you pondering over these questions?

• How do I craft a video strategy from the ground up?

• Can I manage an additional stream of content along with my current responsibilities?

Let's pause for a moment. If you want to excel in video creation without burning out, integrating it into your existing content strategy is key.

Consider the resources you already have and think about how you can repurpose your existing content.

Do you run a blog? Think about its purpose. Is it to educate and guide your audience through the sales funnel? How many times have you distributed your articles? Are you satisfied with the traffic they generate?

This is your starting point. Repurpose your blog articles into engaging videos and share them across your social channels. The objective remains the same: to inform and guide your audience through the funnel (just in a more engaging format). This approach isn't limited to blogs. You are sitting on a gold mine of content.

Start with what you have:

• Case studies

• Ebooks

• Reports

• Webpages

• Product descriptions

• Etc.

...turn the text in these documents into video and watch your video strategy flourish.

Want a few more ideas...

Did you share posts on social media last year? If those messages still resonate with your goals, why not repurpose them into videos? You might be surprised at how few people remember the original posts, and even more so at the significant boost in engagement you'll achieve.

Or maybe your communication goals are internal? Your staff isn’t following policy because they haven't read the handbook? Turn your handbook into videos.

The point is to align your video content creation with your current content plan or communication goals. You're using video so that your messages get better consumed.

2. Integrate fresh content and current events

Enhance your video content strategy by dynamically incorporating the latest news, fresh content, and even elements of employer branding.

Is there a buzz-worthy report recently published in your industry? Highlight it in a video.

3. Personalize your strategy with employer branding videos

Connect with your audience on a deeper level by incorporating employer branding content into your video strategy. Are you expanding your team?

Create compelling videos to showcase your job openings. Highlight the vibrant culture of your workplace, celebrate your new hires, and give a behind-the-scenes look at your work environment.

This blend of content not only enriches your video strategy but also paints a dynamic and inviting picture of your company for prospective candidates and customers alike.

4. Create A LOT of video

The biggest mistake you can make when it comes to video content creation is to post one video and be done. Your audience wants a lot of video. That's why they check their social channels a million times a day. And when they do, you want to be there for them with new content.

The social feed is crowded. You are competing with so much competition.

So if you want to make an impact you need to create A LOT of video and post a lot. One will not do the job.

‍5. Test, test, test

Keep putting out content changing assets and seeing what resonates with your audience. A good way to do this if you want results fast is to run video ads. By tracking view time, you can see what resonates with your audience.