The Big Picture – Content Development
So you read my series on Video Marketing and now you are amped up and ready to go. You want to produce a video. Now what? This article provides three questions that will help you see the big picture and provide a roadmap to content development
Know Your Audience
1. Who is the intended audience?
Begin the planning process by thinking about your viewers. To whom do you want to speak? Will the video reach new and, or existing customers? Or, do you have a message to communicate to employees, investors, donors, or fans? Understanding your audience will drive the voice behind your content.
Dial-in on a Channel
2. Where will the program be viewed and, or distributed?
Knowing how the video will reach its intended audience is another crucial element to planning the production. The distribution medium helps to drive the length and content. In most cases, if your primary distribution channel is the Internet the video should be short and to the point. If your video has entertainment value or you have a captive audience such as presenting in a live seminar, the program may be longer. Understanding where and how your audience will interact with the video is all part of fine-tuning your content.
Set a Program Objective
3. After viewing the program, the audience will ___________________ ?
Once you know who is watching and where they are watching, the next step is to establish the program objective. Consider what you want your audience to learn, feel and, or do after watching your video. The program objective becomes the checkpoint for script content.
Here are some examples:
- After viewing the program, the audience (customers) will have a better understanding of our product(s) and service(s) in order to help facilitate a buying decision.
- After viewing the video, the audience (employees) will have a better understanding of our products and services in order to help customers and increase sales.
- After viewing the video, the audience (public) will have a better understanding of our cause and mission and be compelled to act by volunteering or making a donation.
- After viewing the video, the audience (fans) will be entertained and more connected/loyal to our show/brand.
In order to see the big picture, first picture yourself sitting in the audience watching your own show. Looking through the eyes of a viewer before the lens of a camera will help you develop meaningful content that is well received by viewers, who hopefully become your biggest fans.