6 Steps to Creating Compelling Video Content for Your Brand


Video content has the potential to put your brand in front of an unexpectedly huge audience. It has been linked to higher conversion rates and higher engagement, and it can drive positive business results.

But what if you don’t have a video strategy in place? How do you begin producing them? For the uninitiated, it can be an intimidating process. There’s the technology to consider: cameras, lighting, editing, mobile apps. Then there’s the production aspects: on-camera and behind-the-scenes talent, location, budget. And there’s the content: what to say and how to say it so that your message resonates with your intended audience.

There is a way to simplify the process and make it doable. Heather Whaling, founder and CEO of Geben Communications, shares some thoughts on how to get started in producing video content for your brand.

  • Establish your goal. What are you looking to achieve with your visual messaging and what do you need to make it happen?
  • Develop a compelling story. You have to be able to tell a well-paced story in a short amount of time. And it has to be relevant to your brand.
  • Keep it simple. Good video content doesn’t have to be complex, so don’t get caught up in special effects and fancy editing.
  • Keep the lines of communication open with your production team. Whether you choose to produce your content in-house or hire a vendor, always be clear about what you want and get it in writing.
  • Be realistic with your resources. If you’ve never done video before, it is deceptively easy to get in over your head very fast. Be sure you have the time, the tools and the budget to accomplish your goals.
  • Do your homework. Read up on the technology and the tools you need to create strong video content. Even if you hire a vendor to do the work, it’s good to know the process so that you can maintain control over the product.

For more information on developing your video content strategy, join PR News for the Video Workshop, taking place in New York City on November 9.

Follow Heather Whaling: @prTini

Follow Richard Brownell: @RickBrownell