By A. Lee Judge
Video is the leader when it comes to marketing content designed to drive business, increase awareness, and maximize ROI. Companies today realize the necessity of incorporating multiple types of business video into their content strategy—as well as the need to create more unique assets in order to rise above competitors. As such, marketing departments are challenged to come up with greater quantities of video while at the same time making sure that the content maintains the desired level of expertise, authoritativeness, and trustworthiness. Video should rank highly on your content marketing checklist, so let’s look into one of the strongest forms of business video, content-driven by subject matter experts (SMEs).
Executing the perfect SME video
Self-serving talking head videos are not engaging—and can be quite cliché. These types of videos have given the term “thought leadership” a bad name, and typically lack any real value for the viewer.
When creating SME videos, the focus should always be on your audience. How will they benefit from this knowledge? And how will this content help you establish their trust?
Overall, you should focus on these three primary goals:
- Create valuable, informative, and engaging content
- Make videos for each stage of the sales cycle (covered excellently in Brightcove’s Video Marketing Master Class)
- Develop content that can be easily 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 beyond the Content Marketer’s Knowledge Gap Dilemma?
In order to close the knowledge gap found when seeking to create quality video content, you must enlist both internal and external SMEs:
- Internal experts have unique knowledge that can only come from your company. These are your company leaders, product creators, service providers, and even sales team members. Sales leaders have rehearsed their pitch on your brand’s main differentiators. They’ve been reciting it over and over again, and are basically camera-ready.
- External experts lend authority and trustworthiness to your company. These are industry analysts, partners, and customers. Companies often throw big events where they invite customers, partners, and other industry experts, along with salespeople and high-level executives. These moments are perfect for a video shoot because all of the individuals listed can provide information that your competitors will not have.
Creating base content with video
The next step is determining the base content capture format. Video provides the most fruitful type of content because by nature it consists of both visuals and text. Hence, video is where your true repurposing power lies. You can break a larger video asset down to create various types of content, such as:
- Web page content
- FAQ videos
- Behind-the-scenes videos
- Shareable clips
How to get high-quality content from SMEs
At Content Monsta, an Atlanta-based marketing agency, our team has developed an offering that we simply call a Video Day. This is a video shoot in which we slot a time frame to interview multiple SMEs in a company within a given day. We’ve …read more
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