The headline to the print advertisement Strategic Communications Group’s (Strategic) creative director wrote nearly 15 years ago for a long defunct network infrastructure company foreshadowed today’s more mature online world: “The Future of the Internet is Written in Broadband.”
Perhaps the most game-shifting application broadband connectivity has handed marketers is the ability to deliver video via the Web to a rapidly expanding community of customers, prospects, partners and influencers. Video allows marketers to engage, educate and entertain key audiences in a way that has long been the domain of broadcast and cable television.
At Strategic, we’ve helped clients integrate video into their thought leadership and sales enablement programs. Yet, there is much we need to learn about how to create and produce the most effective and compelling video content.
That’s why we invited John Carter, president of Capital City Entertainment (CCE), to our office this week to share with our team best practices for creativity and innovation in video production. Strategic partners with CCE on behalf of Decisiv, a cloud-based software provider.
In his presentation, John repeatedly returned to a couple of key points about video that will enhance marketing, promotion and thought leadership:
-Take the time to concept and storyboard, aligning key messages with an agreed upon strategy.
-Quality is in the talent and production; don’t skimp in these areas.
-Emerging companies can take more risk with their video content when it comes to humor.
-Ninety percent of the corporate produced video fails to deliver a relevant audience because it is safe and vanilla. I’ve long preached a similar point when it comes to content marketing programs. It is exceptional content that is king.
Included below is a Web-based video advertisement created by DollarShaveClub.com. CCE or Strategic was not involved in its development, yet John pointed to this execution as exceptional in creativity, innovation and resource investment.