Tips and Tools for Developing Video Content

Let's say you're ready to create video content for your organization and have lots of ideas, but aren’t sure where to start.

We always recommend working with a professional video producer, and using the tips and tools below will help define your objectives and make your final video as effective as possible.

Audience considerations
Start with your audience. What do they need to know? What kind of video content are they looking for? Is the audience limited to a specific industry or is it a general audience? What is their education level? What creative approach would reach them and get their attention?

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Purpose or goal of video(s)
Every video or video series needs a purpose and/or goal. Many times, it’s demonstrating or launching a product, increasing awareness, educating a general audience or generating thought leadership in a specific industry. Maybe it’s a video to be shown at a sales meeting to motivate the team and provide them with a sales tool. It’s nice to outline the purpose or goal of your video as clearly as you can.

Download this simple creative brief to outline your video project.

Content mapping a series of videos
Many times clients approach us with an idea for a series of videos. Usually the videos are variations on the same product series, but other times the videos are intended to be the basis for an entire video storytelling series for a company.

Download this handy tool to outline a series of videos.

Context or where the video will be viewed
It’s important for us as producers to understand how the video will be viewed. Most will end up somewhere on the client’s website, but the video may also appear at a live event or on social media.

Concept or key messages
Every video has a concept along with supporting key messages. Prioritize these messages and make them succinct. Try not to have more than three key messages at most.

Key take away or call to action
Similar to the concept or key messages, your video should have a memorable take away message and/or call to action. Many times you'll want to direct the viewer to a website or phone number, but the point of many business videos is to get the viewer to take a specific action after watching.

How will the video be promoted?
It’s important to have a good idea of how you plan to get your video viewed by your audience.

Download this checklist of different ways to promote your video.

Tone of the video
The tone of your video should suit your audience. It's typically driven by the content being conveyed, but keeping it lighthearted, upbeat and fun is generally a good idea when appropriate.

Type of video
The type or treatment of the video is another important consideration. Your video might be animation or live action, interview or stock footage based. It may be based on a presentation or case study, facility tour or event. We typically ask for an inspiration video or relevant example to help us understand if you have something specific in mind.

Script, detailed outline and/or storyboard
Now you’re ready to start outlining the flow of your video or even working on the script or storyboard.  

Download this template to help with creating a script and/or storyboard. 

Videos that are authentic and relevant to a specific audience are going to have the most impact and deliver the most value. Use the tips and tools here to deliver the right video, to the right audience at the right time and place.

Tim has been in the media production industry since his days as a U.S. Navy shipboard news anchor in the 1980s. Tim has a BA in Visual Communication from the University of Minnesota School of Journalism and Mass Communications. He has been President of Mastcom since 2002.