The Creative Process for Video Content Marketing

The Creative Process for Video Content Marketing


(upbeat music) – Hi, my name is Krysta Masciale. I’m the CMO here at LumaForge,
and today we’re gonna be talking about the creative process of creating video content. The first thing I wanna say is, even if you’re a CMO or you’ve
been leading a marketing team for the last decade or two
decades or three decades, it might be helpful to kind
of take that Starbucks model and require yourself to go all
the way to the barista level to really get your hands
dirty as you’re creating video content with your team. And just allow yourself a
little bit of a learning curve. Maybe a two-week deep dive
where you get to see your team in action, you get to see all
the things that are required. Because none of this is gonna
make sense or be helpful if you’re not gonna invest
in video from the top down. So I’m gonna walk through
four different steps to be aware of as you lead
creative teams into this medium so that everyone feels like
you’re in full agreement and understanding of what
you’re requiring of them. The first thing is just to
identify what the purpose of the video is. And I know this sounds so
rudimentary, but this should be common practice anyway
for you by this point, and it should be no
different with this medium. The first thing to do would
be, get everyone in the room who works within your
organization that would benefit from this piece. So, for instance, I really
like it when we can get the sales team and the
support team in the same room with our marketing team
to talk through all the potential pitfalls, the
language that we’re using, the experience that we’re
promising on a video. Because sometimes, even when we’re talking about our product, we
may be saying something that we are idealizing about the product that we actually don’t
support or don’t deliver. And that could just be a fluke. It could be something that we
just haven’t double-checked. But putting the rest of our team members in a compromising position
and really overpromising something that we can’t
deliver on with clients who we really love, is the opposite effect that we’re trying to have
when we use video content. So, in order to keep ourselves
honest, and in order to create pieces that have a
shelf life, we want everyone in the same room, we wanna know
exactly what the objectives are supposed to be, and
how we’re really enhancing the overall communication experience with this particular piece. The second piece of the creative
process is to have a plan. A lot of times, for me,
what this means is just to have a script, even if
it’s just bullet points. I think what’s really
helpful there is it cuts down on your editing time
’cause you’re not rambling and your editor doesn’t have
to sit there for hours on end trying to figure out what you
were really trying to say. But it also gives your entire
team a good perspective on the different supplemental
assets they might need to create to make the video a
complete comprehensive piece that can be used across
multiple platforms. This is super helpful for me. It just keeps my team organized,
and it gives everybody kind of a leg up to really
start thinking creatively about the graphic assets and
setting the stage for the video so that it matches the tone
that we’re trying to achieve with this particular piece. The third part of the creative
process is production. With production, there are
so many things to consider. Much like every other medium,
you’ve gotta have tools in order to take an idea from
conception to completion. And with video, that can get pretty pricy and pretty complex quickly. So, what’s super helpful,
again in that script phase we just talked about, is to
get clear about what tools your team actually needs to get this thing over the finish line. This scope goes from iPhone
footage or even the camera on your laptop, all the way to RED cameras with Panavision lenses. I mean, it can get really crazy. This is why it’s super important
to do your due diligence in those first two steps
of the creative process so that you’re, again, not
setting your team up to fail when it comes time to
actually produce the project. The fourth piece of the creative
process is post-production. Post-production is where
we see a lot of things start to crumble if
communication didn’t happen right from the beginning. I know there’s this idea
that editors will just get what we give them, and they’ll make magic. I think that’s such a horrible
position to be putting our creative team in because
right from the start, they can help reset expectations
if maybe you’ve overlooked a part of the process that
you probably were just not familiar with. Something that I’m always
blown away by, every time, is the sheer amount of time
it takes to do editing, color correcting, audio
cleanup, adding graphics, doing thumbnails for YouTube,
recreating some of these pieces to fit the requirements
for like a LinkedIn ad. It’s crazy, and if I don’t
consider some of that stuff, I’m then running my team
through this insane process and burning them out
unnecessarily just because I wasn’t aware that they were
having to do every single step in order to come up
with a finished product that I kind of take for granted. I hope this just gives you
another opportunity to reach out to your team members and
connect with them in a way that’s really personal
and acknowledges the work that they’re doing. But more importantly, if this
is something that you’ve been having a conversation
about with your peers or your colleagues at other
companies, share the information and start a dialogue about
how we can be more supportive of our creative staff so that
we can all create content that helps us connect with our audience in a more authentic way. Thanks for listening. (digital music)

4 COMMENTS

    Damm, a team seems even harder to manage, I do it all by myself, so in the process of creating, my creative ideas coming up in my brain, influence orders I give myself internally, lol

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