This post is about the content creation process for producing effective video content for YouTube. The result of which is more visibility and eventually more customers.
Regardless of your business model, there is always room for more customers. Marketing is one way to earn the attention of potential customers. Marketing is not a part time activity and needs to remain constant for any business. Creating professional, informative and entertaining video content is a very effective marketing technique. You have probably heard the saying ‘content is king’?
After producing thousands of video productions, Primeau Productions knows firsthand how to successfully create content for YouTube. YouTube video content is necessary to compete in today’s marketplace because your prospects and customers turn to YouTube for solutions. After all, YouTube is the second largest search engine in the world!
One of the activities at Primeau Productions is that we help our customers design, identify, develop and execute a video production strategy that will earn them more prospects and eventually customers. We are a one stop shop for businesses that want help harnessing the power of video on YouTube.
To further exemplify the power of video on YouTube, we have a firsthand success story. A friend and client of Primeau Productions, Chip Eichelberger, recorded 30 two to three minute videos at Primeau Productions studios in Rochester Hills, Michigan. He used previously written blog posts as the starting point for the video scripts. We helped him re-work the scripts into short powerful messages for video.
We loaded the scripts into our teleprompter and completed the video recording process in a day and a half. We used two cameras to record, which helped streamline the editing process. Plus, that second camera gave us another shot to help the video’s energy. Statistics from Tubemogul reveal ‘your video may be 2 minutes in length, but made up of 8 different shots averaging 15 seconds each. I would recommend experimenting with different shot lengths to help keep your audience interested’.
We helped direct Chip’s delivery style by coaching him during the video recording process. We told him when to stop and when to try another take. Having a director and producer present during the video recording process is very important. We make sure you look good, tell you if you flubbed a word or made a mistake and help you with pacing and articulation.
Once we identify the keeper takes, we load all digital video recordings into the editing computer. We perform any color correction or visual treatments as necessary. Primeau Productions licenses images, designs and executes motion graphics, adds music (music is like ambience). Those components, as well as Chip on camera, are design components. These components keep the video moving and the viewer engaged more effectively as opposed to having Chip on camera the whole time. This production value makes the videos more captivating. When your videos are captivating viewers will share them on social media more often. This is how you build your audience.
Here are three of our favorite YouTube marketing videos Primeau Productions produced for Chip Eichelberger. The video titled ‘How to Travel Smart: Healthy Travel Tips’ earned Chip a direct booking (sale) within 6 months after posting it.
The real interesting thing is that these three videos are not directly related to Chip’s speaking topics. However, since his brand is ‘Get Switched On’ these videos fit well under that umbrella. When viewing these videos, you will see the motion graphics and images we added, as well as music that elevates the overall look and feel of the videos.
We post produced one video each month instead of post producing all 30 at once. These videos were then uploaded to YouTube and optimized with the proper title and description, as well as key words. Chip embedded each video into his email newsletter (outbound email marketing). He also enjoyed the benefits of inbound marketing from YouTube from people looking for solutions.
One speaking engagement more than paid for the cost of everything; video recording and post production included.
We have scientific data from YouTube analytics that show good numbers on impressions, views and comments posted. Can you do this?
Here are some of the reasons these videos did well and generated leads.
- The content was good and had eye appeal. Creating a video of you in your office on your tablet or laptop is mediocre and lacks sizzle. Create your message using content of interest and be creative.
- The videos were professionally produced. I know you probably have a desk top video publishing system but professionals have experience with creativity and success. In Chip’s case, adding the stinger up front, along with music and stock images, raised the bar and communicated perceived value.
- They were titled according to research performed. The descriptions were used to develop credibility with the search engines.
- The videos were properly posted and shared. Once the content is created, your team and followers need to be notified. If you share and nobody else shares, then the content is not as good as you think it is.
Think of ways that you can use previously published content of interest in professionally produced videos positioned on YouTube. All businesses have the ability to use content and expertise in a way that gets audiences’ attention and motivates them to view and share. If you believe you have content that can be presented or positioned in a YouTube video campaign, give us a call to discuss the process from concept to completion, as well as help you identify your content worthy of transforming into video.