What is the best way to work with a professional video agency, and how do you implement professional video into your marketing mix?

We all know the best way to sell a product is to build trust with the purchaser right? The best way to build trust is face to face. With the increasing limitations we are dealt with on a daily basis (leaving us in tiers…) we can’t meet everyone face to face so the next best thing is video.

If Gary’s previous talk (Content 101) was about how to create your own content with a smartphone, Content 102 is the professional stage of adding video content to your marketing mix.

The best way to sell a product is to build trust with the buyer. A quick way to build trust is to meet someone face-to-face. Often times, this isn’t possible. For this reason, organizations and sellers worldwide are now shifting to video content as their primary source of communication with their buyers.

Today, we have invited Gary Gumbleton, the founder of Capital Content, to provide sellers with holistic guidelines on how they can perfect their video content in order to boost their overall audience engagement.

Gary is a man who lives and breathes video content. He is a charismatic performer and a passionate speaker, and helps businesses grow using impactful video content.

Capital Content Group are hardened business professionals that understand the business from a sales and marketing perspective. They are a digital agency that balances what looks good and what works well.

The topic of his talk is how to incorporate professional videos into your mix to get the most out of them. His talk can be divided into 5W’s and 2H’s.

The different sections of the talk are covered below:

Why You Are Not Creating Video and Why You Should

According to Gary, research was done amongst previous clients, and 4 observations were made on why people do not create video content.

These are: Confidence, strategy, Resource, and Cost, which are discussed one by one as follows:

  • Confidence:

    Gary says that even the most confident of speakers, even the most confident of people that make good video content, probably make that video 30 different times before one finally makes the cut.

Confidence is a big thing: your perception of yourself is very different from others’ perception of you. You care about what you sound and look like, but other people do not.

When was the last time you looked at someone in a video and wondered if they sounded weird?

Barry says that it doesn’t happen.

You need to break that barrier around creating digital content. The key here is that you don’t need to worry about the amount of type you’re going to use. You can never run out of stories to create videos. You can create one video and make it in a thousand different ways if required.

Strategy:

What Gary means by strategy is not just from a concept perspective but also the overall strategy. According to Barry, to create good video content, you need a structured approach that targets your business’s goals. People don’t know what to create, and that is why they don’t create.

Resource:

By resource, Gary means time, people, and technology. Creating videos doesn’t take that long. You can create 50 videos in an hour. Even the most amateur of agencies are able to make a bunch of videos in a single shoot.

You don’t have to need every member of your staff in your videos. You can even create an animation if you want to. Generally, you can pick two people from your team to be the face of the business.

Technology is the key resource here. Gary talks about LinkedIn cover pages and the lack of organic reach when it comes to business pages. Barry advises us to think of our staff as these pages as well. Each member of our staff in our business has a 4K camera in their pocket as well so they can create content on it.

This content can be given to an agency that can turn it into meaningful video content that you can post back on LinkedIn. This can get your business far better organic reach than otherwise just posting on these pages.

Cost:

The investment in video content, in Gary’s unbiased opinion, is definitely worth it. This is due to two reasons: One reason is longevity. Video content can remain relevant and last for years before it might be replaced with newer content. If the agency creates relevant content and relevant aesthetics, the video content might last a very long time and prove fruitful for the business in the longer run.

The second reason is that you can use your video content to replace repetitive tasks. For example, training new employees can be a hassle. Instead of inducing every new employee in training and giving them sessions every single time, you can create a training video with all the relevant content that is required to train the new employee. This makes the whole process effective as it saves you and your employees time and money.

Video content can be huge, but according to Gary, it is still more cost-effective than other modes of content, such as graphic designing and animations.

Gary shows a strategy that explains how you can make a whole bunch of digital assets with your content video. For example, suppose you shoot your podcast. In that case, you can add the video on YouTube, upload its audio on Spotify, write a long blog about it using the transcription for website SEO content, or convert it into shorter video clips for Twitter and Instagram. You can also add the transcription footnotes as short tweets for your business.

Who Should be in Your Videos and Who Exactly Should be Watching Them?

Barry says, “You can create any video as long as it has the relevant content.” Barry puts forth a Mirror strategy: This strategy is used to mirror your target audience into your content.

Barry explains it with an example, saying that if your product/business’s target audience is women aged 25, you should put a 25-year-old woman in your video content.

Barry asserts that business owners should create content for their audience and not for their product. He advises them to think about their objectives and create videos for the audience, not particularly for themselves or their product.

Where to Post/Host Your Content and Where to Send You’re Audience

According to Barry, different types of content are posted on different social media channels. For example, a short form of content and bloopers should be posted on places like Facebook and Instagram since they are appropriate for that kind of content. Staff profiles should be posted on LinkedIn, etc. If you have product reviews, descriptions, and details, they should be posted online on a website. You can’t just post all your video content everywhere. Primarily, your content should focus mostly on creating brief informative videos.

How to create a video content strategy that works

Barry uses a strategy to help you understand what video content you need for a particular purpose. The strategy is called the “TV strategy” and consists of four elements: Network, Channel, Season, and Episode.

A network is basically the main platform out from which different branches or channels stem from. Take the BBC Network, for example: It has different channels like BBC One, BBC III, etc., for different types of content.

The channels have multiple shows (or seasons), and finally, each season has particular episodes covering a particular type of content.

You can apply the same framework to your business’ content to make sure that everything is relevant to the business objectives. Each network acts as a representative of your business; each channel is your business objective.

The season basically means the theme of your content, and the episode is actually the particular topic of your content within that theme. This strategy provides a definite and relevant structure for your content, which you can take to your agency to make the relevant content for you.

Barry advises everyone to take away from the talk is to “batch create short form episodic video content.”

With the surge of applications like TikTok and Instagram “stories,” the attention span of the audience has largely been reduced. We are now exposed to large chunks of content in little time.

One tool that you can use to create short episodic content is the 99P. The 99p can be transformed into a 29s or 59s strategy, which can be implemented in your video content. Generally, it is observed that people are more inclined towards watching a video if it is 29s or 59s long.

How to Get the Most Out of Your Agency

Lastly, Barry talks about how agencies do a better job at creating professional business content than individuals using DIY techniques to record content.

To get the most out of your content making agency, Barry says that you should make sure that they have the relevant industry experience. Don’t pick an agency that is industry agnostic. The second thing you need to understand is that your relationship with the agency is of a partnership and not a supplier/vendor one.

This partnership relationship has three stages, which are Project briefs, deadlines, and main points of contact. The last suggestion that Barry has for us to make the most out of our agencies is to start small by giving small tasks to the agency to see if everything works out well. Barry tells us to be explicit, be direct, sit back, and let them shine!

To conclude things, Barry states that it is reasonable to ask your agency about some things upfront like transparent pricing, relevant concepts, and a quick turnaround to maximize your video content utility.

Transcript

The best way to sell a product is to build trust with the buyer. A quick way to build trust is to meet someone face-to-face. Often times, this isn’t possible. For this reason, organizations and sellers worldwide are now shifting to video content as their primary source of communication with their buyers.

Today, we have invited Gary Gumbleton, the founder of Capital Content, to provide sellers with holistic guidelines on how they can perfect their video content in order to boost their overall audience engagement.

Gary is a man who lives and breathes video content. He is a charismatic performer and a passionate speaker, and helps businesses grow using impactful video content.

Capital Content Group are hardened business professionals that understand the business from a sales and marketing perspective. They are a digital agency that balances what looks good and what works well. 

The topic of his talk is how to incorporate professional videos into your mix to get the most out of them. His talk can be divided into 5W’s and 2H’s.

The different sections of the talk are covered below:

Why You Are Not Creating Video and Why You Should

According to Gary, research was done amongst previous clients, and 4 observations were made on why people do not create video content.

These are: Confidence, strategy, Resource, and Cost, which are discussed one by one as follows:

  • Confidence:

    Gary says that even the most confident of speakers, even the most confident of people that make good video content, probably make that video 30 different times before one finally makes the cut.

Confidence is a big thing: your perception of yourself is very different from others’ perception of you. You care about what you sound and look like, but other people do not.

When was the last time you looked at someone in a video and wondered if they sounded weird?

Barry says that it doesn’t happen.

You need to break that barrier around creating digital content. The key here is that you don’t need to worry about the amount of type you’re going to use. You can never run out of stories to create videos. You can create one video and make it in a thousand different ways if required.

Strategy:

What Gary means by strategy is not just from a concept perspective but also the overall strategy. According to Barry, to create good video content, you need a structured approach that targets your business’s goals. People don’t know what to create, and that is why they don’t create.

Resource:

By resource, Gary means time, people, and technology. Creating videos doesn’t take that long. You can create 50 videos in an hour. Even the most amateur of agencies are able to make a bunch of videos in a single shoot.

You don’t have to need every member of your staff in your videos. You can even create an animation if you want to. Generally, you can pick two people from your team to be the face of the business.

Technology is the key resource here. Gary talks about LinkedIn cover pages and the lack of organic reach when it comes to business pages. Barry advises us to think of our staff as these pages as well. Each member of our staff in our business has a 4K camera in their pocket as well so they can create content on it.

This content can be given to an agency that can turn it into meaningful video content that you can post back on LinkedIn. This can get your business far better organic reach than otherwise just posting on these pages.

Cost:

The investment in video content, in Gary’s unbiased opinion, is definitely worth it. This is due to two reasons: One reason is longevity. Video content can remain relevant and last for years before it might be replaced with newer content. If the agency creates relevant content and relevant aesthetics, the video content might last a very long time and prove fruitful for the business in the longer run.

The second reason is that you can use your video content to replace repetitive tasks. For example, training new employees can be a hassle. Instead of inducing every new employee in training and giving them sessions every single time, you can create a training video with all the relevant content that is required to train the new employee. This makes the whole process effective as it saves you and your employees time and money.

Video content can be huge, but according to Gary, it is still more cost-effective than other modes of content, such as graphic designing and animations.

Gary shows a strategy that explains how you can make a whole bunch of digital assets with your content video. For example, suppose you shoot your podcast. In that case, you can add the video on YouTube, upload its audio on Spotify, write a long blog about it using the transcription for website SEO content, or convert it into shorter video clips for Twitter and Instagram. You can also add the transcription footnotes as short tweets for your business.

Who Should be in Your Videos and Who Exactly Should be Watching Them?

Barry says, “You can create any video as long as it has the relevant content.” Barry puts forth a Mirror strategy: This strategy is used to mirror your target audience into your content.

Barry explains it with an example, saying that if your product/business’s target audience is women aged 25, you should put a 25-year-old woman in your video content.

Barry asserts that business owners should create content for their audience and not for their product. He advises them to think about their objectives and create videos for the audience, not particularly for themselves or their product.

Where to Post/Host Your Content and Where to Send You’re Audience

According to Barry, different types of content are posted on different social media channels. For example, a short form of content and bloopers should be posted on places like Facebook and Instagram since they are appropriate for that kind of content. Staff profiles should be posted on LinkedIn, etc. If you have product reviews, descriptions, and details, they should be posted online on a website. You can’t just post all your video content everywhere. Primarily, your content should focus mostly on creating brief informative videos.

How to create a video content strategy that works

Barry uses a strategy to help you understand what video content you need for a particular purpose. The strategy is called the “TV strategy” and consists of four elements: Network, Channel, Season, and Episode.

A network is basically the main platform out from which different branches or channels stem from. Take the BBC Network, for example: It has different channels like BBC One, BBC III, etc., for different types of content.

The channels have multiple shows (or seasons), and finally, each season has particular episodes covering a particular type of content.

You can apply the same framework to your business’ content to make sure that everything is relevant to the business objectives. Each network acts as a representative of your business; each channel is your business objective.

The season basically means the theme of your content, and the episode is actually the particular topic of your content within that theme. This strategy provides a definite and relevant structure for your content, which you can take to your agency to make the relevant content for you.

Barry advises everyone to take away from the talk is to “batch create short form episodic video content.”

With the surge of applications like TikTok and Instagram “stories,” the attention span of the audience has largely been reduced. We are now exposed to large chunks of content in little time.

One tool that you can use to create short episodic content is the 99P. The 99p can be transformed into a 29s or 59s strategy, which can be implemented in your video content. Generally, it is observed that people are more inclined towards watching a video if it is 29s or 59s long. 

How to Get the Most Out of Your Agency

Lastly, Barry talks about how agencies do a better job at creating professional business content than individuals using DIY techniques to record content.

To get the most out of your content making agency, Barry says that you should make sure that they have the relevant industry experience. Don’t pick an agency that is industry agnostic. The second thing you need to understand is that your relationship with the agency is of a partnership and not a supplier/vendor one.

This partnership relationship has three stages, which are Project briefs, deadlines, and main points of contact. The last suggestion that Barry has for us to make the most out of our agencies is to start small by giving small tasks to the agency to see if everything works out well. Barry tells us to be explicit, be direct, sit back, and let them shine!

To conclude things, Barry states that it is reasonable to ask your agency about some things upfront like transparent pricing, relevant concepts, and a quick turnaround to maximize your video content utility.

This event was live on 1 Dec 2021, 12:00