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Using a Journalistic Approach to Create an Efficient Video Marketing Campaign

Kathy Heil
May 9, 2017 3:06:41 PM

If there’s one thing that having a team of former television journalists has brought into the fabric of the StoryTeller culture, it’s a mindset of efficiency, especially when it comes to video production.

In television news, a day in the life of the production team (consisting typically of a videographer and reporter or field producer), means doing everything from ideating the story, to shooting, producing, and editing, turning a “package” around for same-day viewing. The lean team needs to be efficient and succinct without jeopardizing the quality of their work.

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As a journalistic content agency, we have modeled a similar approach to the television news way of content creation when producing our clients’ stories. You’ll often hear us refer to our production process as “lean and mean” which has proven to be a valuable for our clients looking to stretch their marketing budgets and build a more robust video library. (Often times our clients are taken aback when our videographer and field producer show up carrying their own gear and lacking an entourage of “production hands”).


If you need a few reminders why video should be front and center in your 2017 marketing plan, consider these recent stats:

  • 4 times as many consumers would prefer to watch a video about a product than to read about it
  • Video ads increase purchase intent by 97% and brand association by 139%
  • Videos on landing pages increase average page conversion rates by 86%
  • By including the word “video” in an email subject line increases open rates by 19% and click-thru-rates by 65%

So, you get it. You need it, know the value of its impact, but how do you put a plan in place to make an impact for your business NOW without unlimited resources? We have an idea! 

Recently, we decided to package what we have learned over the years from television production and video marketing and created two downloadable resources designed to help you think about video production in a more strategic way. These resources are intended to guide you through a process to turn a one-day video shoot into (6) unique videos enabling you to jumpstart your video library.

Let’s break this down a little more. If you have ever been tasked with producing a company overview or culture video, chances are you delivered exactly what they asked for — one overview video. Makes perfect sense, right?

By spending a little extra time and effort in the planning phase of your video shoot, you can walk away with not just one video, but 6 videos. We challenge you to take the time to think about your video shoot this way:

  • LEVEL ONE: Your overview video or primary video is a 10,000 foot view inside your organization, meaning, a high-level, wet-the-appetite kind of look inside your business touching upon your unique services, or key messages.
  • LEVEL TWO: Let’s go deeper... Each one of your key messages, encompassed in your overview video, can be further developed into 3 individual videos further explaining your uniques, using the same spokespeople that were featured in your 2 minute overview piece.
  • LEVEL THREE: Again, using the same characters featured in your primary video, you can have them address a couple of your most frequently asked questions most often asked in your company's sales process.

In one day, because you did your homework, you have now created 6 videos instead of just one! Perhaps the internal selling process just got a whole lot easier with the ability to produce a greater ROI.

Marketers want and need video to compete digitally today, yet are faced with common challenges like resources, budget and experience. Our hope is that by using these two resources, you will be able to break through some of these barriers, enabling you to turn strategy into action. Most likely, you aren’t a journalist or even played one on TV, but that’s not a reason you can’t approach your next video shoot with a journalistic mindset.

Click here to download the resources as well as the 30-minute recorded webinar that walks you through how to use the tools.

Blueprint for Your Video Marketing Success

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