The very first step in starting with video (aside from deciding to do it and committing to it) is developing a content strategy based on your core pillars. If you haven’t read our previous post, do yourself a favor and read it first.
Now that you have a clear content strategy and a strong commitment to your video marketing journey, let’s move to the next step: Content Creation!
So, are we getting our camera out now? Not quite.
Imagine building a house: would you start construction as soon as you’ve chosen a location and design style? Of course not—you’d first create a blueprint to ensure everything turns out exactly as you want it. The same principle applies to video and content creation.
We’re not just talking about scripts here, we’re talking about the creating the basis for every piece of content you’ll be putting out and how to stretch them for maximum impact and reach.
Company Brand vs. Personal Brand
Recent trends show a significant shift from audiences following brands to following personal brands. This shift is reshaping how companies engage with their audience, with influential figures like Elon Musk exemplifying this change.
Personal Brand VS Company Brands on Social
Elon Musk vs. Tesla & SpaceX 159,000,000 followers: Elon Musk 37,000,000 followers: Tesla & SpaceX combined
Gary Vaynerchuk vs. VaynerMedia 13,600,000 followers: Gary Vaynerchuk 222,000 followers: VaynerMedia
Richard Branson vs. Virgin Group 14,000,000 followers: Richard Branson 750,000 followers: Virgin Group
Historically, companies built their reputations and engaged with audiences through corporate brands, including logos, messaging, and overall identity. However, the digital era has seen a shift towards personal brands, where the focus is on individuals behind the company.
This trend is evident across various industries and companies of all sizes.
The BIG Question!
Should your content strategy focus on amplifying your company’s brand, or would it benefit more from highlighting the personal brands of key executives? Building personal brands for leaders like your CEO or CTO can enhance recognition, reach, and trust, humanizing your brand and helping to fill your pipeline.
While your corporate brand remains important, it doesn’t need to be the main focus. Many successful brands use their corporate channels for special events and as a highlight reel for their leaders' best content.
Embracing this shift might be the key to forging a deeper connection with your audience and standing out in a crowded marketplace. This is especially true for companies in manufacturing, finance, education, tech, and health and wellness.
Although this shift may complicate your strategy, it could also be the key to its success.
Content Topics
Let’s address the age-old question: “What should I talk about?”
Referring back to your content pillars from the previous article, you should have already identified the topics you want to cover, those that resonate with your audience and align with the problems you solve.
Client Challenges
The problems that keep your customers up at night are the ones you most want to address. Not only does this provide value, but it also demonstrates your understanding of their issues and creates an emotional connection.
This is perhaps the most powerful content you can create. Continuously revisit your ideal customers’ challenges and be clear on the solutions your business provides. The more you show that you understand their struggles and offer solutions, the more likely they are to engage with you and eventually work with you.
Content Pillars Let’s use an example from the manufacturing industry. The pillars we chose were:
Innovation & Technology
Sustainability & Environmental Impact
Design & Customization
Quality Assurance & Testing
Case Studies & Success Stories
Here’s how these might translate into actionable content ideas:
Innovation & Technology
Facing a tight deadline? Our digital printing solutions can have your shipment ready in a third of the time.
Sustainability & Environmental Impact
Our eco-friendly innovations cut waste and enhance your sustainability credentials—because great packaging shouldn’t come at Earth’s expense.
Design & Customization
Struggling to stand out? Our bespoke design solutions ensure your brand gets noticed.
Quality Assurance & Testing
Expect perfection with every package. Our rigorous quality assurance processes guarantee reliability and safety, so you can deliver products your customers trust and love.
Case Studies & Success Stories
Company X increased market share by 15% by leveraging our design and packaging solutions.
Creating content around your pillars helps maintain consistency, so your audience understands where your expertise lies and the value you provide.
Content Styles
To keep your content fresh and engaging, focus on these five content styles:
Educational
Inspirational
Entertaining
Conversational
Promotional
Mixing up your approach with these styles ensures variety and keeps your audience engaged. Each style requires a different approach, so tailor your messaging accordingly.
For example, in the Innovation & Technology sector focusing on Automated Production Systems, you could create:
Educational: How Automated Production Systems Are Revolutionizing Efficiency in Packaging Manufacturing
Inspirational: From Manual to Marvel: How Embracing Automation Transformed Our Packaging Production!
Entertaining: Watch Robots in Action: The Fun Side of Automated Packaging Systems
Conversational: Have You Seen the Latest in Automated Production? Let’s Discuss Its Impact on Our Industry!
Promotional: Upgrade Your Production Line with Our Cutting-Edge Automated Systems – See the Difference Today!
See how one topic can generate five unique pieces of content without feeling repetitive?
Similarly, vary your media types—photos, videos, quotes, polls—to keep things dynamic, and leverage different distribution methods—feed posts, stories, reels, and lives.
Content Schedule
Having a structured content release schedule is important. For planners, mapping out a 30-day calendar and batching posts can be beneficial. For others, a more flexible approach may work better.
There’s no right or wrong way; it’s a matter of personal preference and resources. Whatever scheduling method you choose, rotate your content pillars, styles, and media types to avoid repetition.
We vs. They
In the past, many brands positioned themselves as the hero with content that showcased their glamour, success, and achievements. However, audiences are increasingly tuning out this self-promotional content.
What resonates now is:
"How much value can we provide in every piece of content?"
"How much trust and credibility can we build?"
"How honest, transparent, and vulnerable can we be?"
The focus has shifted from self-promotion to providing value & making our customer the hero!
I know I’ve covered a lot, but don’t overthink it. Progress over perfection is key! Experiment, have fun, and remember: you have more valuable and interesting content to share than you might realize.
Closing Thoughts
We’ve explored the essentials of developing a robust content strategy, leveraging personal brands, and defining your content topics and styles. You’re now ready to dive into content creation with a solid foundation and strategic approach.
Before you start recording or writing, remember: consistency and creativity are crucial. Use your content pillars and styles as a guide, but don’t be afraid to experiment and adapt. Content creation is a journey, not a destination.
Believe it or not, we’ve got one more insightful article before we start shooting! Up next, we’ll delve into hooks and frameworks that will make your videos and posts irresistible and maximize your investment.
Until then, keep creating, experimenting, and most importantly—keep having fun!
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