It’s All About Planning
Content strategy is the planning of what will be presented within the video. A job conducted by the producer. This relies on information about the subject and the target audience. Knowing the target audience is key to producing a good video. A producer must think, “what is it that the viewer wants to see in order for the video to make an impact?” From this a production is devised, with the producer at the helm making sure all marks are hit.
Some videos fail to achieve their desired effect based on this fact. No thought has been given to what the audience actually needs to see and hear. Audiences react emotionally. When they see themselves within the context of what they are watching, you have their undivided attention. This is also important when a producer takes into account the tone of the video, it’s length and pacing. If a client does not know what they want their video to achieve, then it’s useless for them to approach a video producer.
A Producer’s First Meeting With A Client
The content strategy starts with the first meeting between a client and a producer. “I just want it to make my website look pretty”, is at the top of the list of what a video producer does not want to hear. The video has a purpose and is their for a reason. That reason is dictated by a goal. That goal is what the producer needs to know. A video producer will get to know their client and their product. That product has a target audience, and therefore the video for that product is designed to engage that target audience.
If you are someone who just wants some video that looks pretty on your website, you want a videographer, not a video producer. A video producer is there to craft an emotionally engaging video that speaks to it’s audience in order to make them react and hit that call to action.
Knowing The Product And It’s Target Audience
Once a producer knows the clients product and it’s target audience, they will set in motion the pre-production materials based around this information. The script, an important video production blueprint that must be constructed correctly. And when I say script, I’m not just talking about pages of stage directions and lines. I’m talking about all the points a video needs to hit in order to make an impact on it’s audience. This is where most videos fall short. “Let’s just shoot” is something I hear sometimes, and can be damaging to a video production. Hollywood director Ridley Scott said “Once you crack the script, everything else follows”.
A script always follows the same structure, one that always works. It’s the details that are different in every script. It’s not just Hollywood films, it’s all kinds of videos out on the web that have been carefully constructed to engage it’s audience. This is because story is everything. Tell the story in the right way, and people will engage with it. If the client’s video has a call to action, the story in the video needs to emulate the needs of that of the audience. Put those needs in a theatrical production and audiences will engage on an emotional level that will make them react. The same is said for how the audience also engage with the tone, length and pacing of the video. A great way to keep your audience engaged is the 3-2-1 technique. Start by showing your audience what will be shown keeping your best till last.
The Call To Action
Once the video has effectively pulled on the emotions of the viewer, their next thought should be the where and how of getting their hands on or engaging with what they are watching. What do you want your audience to do next? This call to action will go at the end of the video.
So to summarise, a content strategy for video should:
- Know the product and it’s audience.
- Hit goals to present.
- Have a good script that emotionally engages it’s audience.
- Have a call to action.