So does your video content suck? And if it does, what are some simple things you can do to make it better? Yeah, it’s a pretty harsh title, but it was inspired by Jonathan Morrow’s post over at Copyblogger entitled 20 Warning Signs That Your Content Sucks. In it he talks about how blogs have matured into very polished, structured content.
Not too long ago, most people used their blog as a sort of online journal, where people took a few minutes every day to write down their thoughts. But blogs have evolved beyond that. Now they’re more like online magazines, with highly polished content. If your posts look more like “Dear Diary” than a magazine you would see at the newsstand, you’ve probably got a problem.
- Jonathan Morrow, Copyblogger
Now it’s time for video to catch up.
At the end of this post there will be an opportunity for you to sigh up to receive an an invitation to an upcoming training webinar. This webinar I’ve moved away from the webinar idea and have developed consulting products designed for content marketers to create the best possible video within their comfort zone. These products will be tailored for communicators who need to learn the strengths of simple, small format video tools – and more importantly, how to avoid the pitfalls of over-reaching.
Example of Video That Sucks
Rather than pick on someone, I decided to produce a video that demonstrates a multitude of sins. The web is rife with these errors of omission and commission. In the comments below, point out what you thought was wrong with the video. There are plenty of examples of otherwise smart brands deploying videos that are this crap-tastic. That’s too bad, because with a little guidance most folks can create videos that people will enjoy.
Quick Tips on Making Better Video
- audio – use external mics – if I have to strain to hear you, you’ve lost me
- framing – I don’t want to look up your nose – watch your headroom
- lighting – windows are light sources not backgrounds (unless you have HMI’s)
- writing – write how you speak not how you type.
- post production – add branding graphics and remove extraneous material
- get it right – do-overs are ok
As individuals, organizations and brands employ content marketing to position themselves, raise awareness, and tell their story, video is increasingly becoming a vital link in the communication chain. If you’re using video to promote your brand, you really need to take a critical look at your content. It’s time to up your game.
There’s a need out there to better educate communicators who are adding video to their content marketing tool kit. Many have been to conferences and seminars where social media gurus have preached the “ease” of video – and worse, that you should just start throwing up videos on your site. Just because small HD cameras are inexpensive, that doesn’t mean your video content should make your brand look cheap.
If learning how to get the best possible results out of your video content with the least amount of resources, consider signing up for the webinar announcement. Or if you have some video production tips, or experiences you’ve had – good or bad – tell us your story in the comments below!