Over the past five months, there have been seismic changes in the ways that global marketing teams have been producing content.
By definition, marketing should always roll with the times, and ultimately we have all had to make big changes in the ways that we operate. One such change is the use of Zoom to produce marketing videos.
Like most people, I had never used Zoom for anything more than a video conference. But we have all become increasingly resourceful and proficient at working with the technology that is available to us.
Zoom is no substitute for a high definition, professionally shot, video. But it works and in a socially distanced world, where so many are WFH, it is easy way to get content to market.
Marketing, stripped down, comes down to a subject and the audience. In terms of the former when it comes to Zoom, Teams or Google Hangout, the subjects have become far more relaxed and adept in front of a PC/ Mac camera, and in terms of the latter, there is a greater acceptance that this is the norm.
Basic rules:
Keep the video short – if it is speaking to the camera, it is 1 to 2 minutes, for a 1 to 1 interview it is 5 to 10 minutes, and 15-20 minutes when it is a more of a panel discussion.
Make the video timely – the advantage of this technology is the speed of editing – so focus on the issue of that day/ that week, then send it out.
If possible, move away from the passive poodle interview, make it challenging. You don't have to be controversial, but you can be hard hitting. You want to interest the audience.
Use a video editing software, such as Final Cut Pro to top and tail the video, as well as introduce people and topics.
Have a defined look that you own and produce content on a regular basis, but always make it relevant.
Distribute via your CRM and social media channels, and do take note of the metrics and adapt accordingly.