This past week, I decided I was going to turn a blog post into a video. Easy, I thought – I know exactly what I am going to talk about and I have great visuals to use. I jotted down my ideas, started up the camera on my Mac, and hit record.
During the first take, I lost my train of thought. During the second one, the dog barked. The third turned out great, but it was too long. I was about to record for the fourth time, but then I realized that I had no idea if I was even doing it right. Do I need a trailer? Does length matter – or production quality? How do I turn it into a video I can share?
If you’re a loyal reader, you know what I am about to say: I decided to do research. What I found is very promising. As it turns out, I was sweating the small stuff for nothing because it’s actually really easy to create a video in 30 minutes. Plus, as long as the content is great, production quality doesn’t really matter.
Why even bother, you ask? YouTube is the second largest search engine and it is owned by Google. Needless to say, a high-quality marketing video can work wonders for your search ranking.
Here is what you need to know about creating a video for B2B marketing (and yes, it can be done in 30 minutes):
Pick one audience segment, one goal, and one topic
Out of the various segments in your target market, who do you want to reach the most? I would start with “bring more ideal clients on board as new clients,” and talk about one topic that directly speaks to their most pressing challenge.
Write a script
Your script will be shorter than a regular blog post, and it can even just be bullet points of what you want to say in what order. Just be sure you can say it without reading it, or it will be obvious to the viewer.
In terms of length, this blog post on The Next Web (complete with great analytics) suggests keeping it to less than 2 minutes, though it depends on the type of video. For our purposes, two minutes is perfect.
Record the video
Before you record your video, shut off your phone’s ringer and move to a space where you won’t be interrupted or pick up too much ambient noise (like the dishwasher running or your neighbor mowing the lawn). Definitely plan on recording your video a few times; the first take will probably not be very good.
Upload to YouTube
Uploading your video to YouTube is easy. First, create a channel by choosing “My Channel” from the menu on the left. Then upload your video (full instructions are here), add a title and keywords for SEO, and you should be all set!
Embed and share
To embed your video onto your website or into a blog post, right-click on the video and choose “copy embed code.” Paste that code wherever you want it on your website, publish your blog post if applicable, and start sharing the link (from your website or YouTube channel) on all your social media networks. Done!
How easy is that? If you already create videos regularly, share with us your tips on making a great video!
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