Video content marketing has become one of the most effective forms of media in today’s visually saturated world. No matter what kind of business you are in, time is money, and video is one of the most efficient ways of capturing your audience’s attention to convey a message.Of course, making a video isn’t quite as easy as simply deciding to make a video and going out and doing it. Even in Hollywood, the planning process for a movie can sometimes take several years before the cameras ever start rolling. Planning and careful consideration are often the most important aspects of any production, ensuring that as the video shoot goes forward and the editing commences, all parties involved are on the same page, with the same expectations and goals for a finished product.

Most of the production on a video begins before the actual production commences; it all begins with an idea — or, rather, several ideas. There are a number of things to consider when considering any type of advertising, and these same questions apply to the creation of any type of video content marketing project:

• Who is your target audience?
• What are you setting out to accomplish with a video?
• Do you want to use this video for new client attraction, or just as a tool to let your current clients know more about your company?

These questions may seem easy, but having solid answers to any or all of them will ultimately lead to more focused, effective video content.

Think before you shoot

It’s also important to consider how much time you can spend or are willing to spend on the creation of the video. Leaving yourself plenty of time for the entire process will ensure that you are able to produce the exact results you desire, and which will meet the standard of quality that you have for any kind of representation of your business.

One other thing to take into consideration when planning a video is the fact that you’ll be working in a primarily visual medium. This gives you the ability to convey certain messages to your customers that words alone simply cannot do justice. With the visual aspect of video at your disposal, you’ll want to show your customers what your product or services can do, rather than simply telling them. In addition, the types of visuals that you feature can help to create a mood for your video, whether it is fun and upbeat or sad and emotional. Determining how best to use visuals to tell your story is very important. Utilizing the visual strengths of video as a medium is one of the most crucial things to think about in the planning stages of any video production.

Finalize your plan

The goal of all this planning and brainstorming is the creation of a script or storyboard, a document that all parties involved can agree upon. While the ideas that lead into the creation of a video marketing script are important, the final script is perhaps the most important piece of any video production. It gives everyone involved a solid foundation on which to base their work, from those appearing in the production — to the videographer and editor who will see the project through to completion in post-production.

Once again, leaving plenty of time in your schedule for both production and post-production will ultimately lead to a better finished product. It means a looser deadline, which allows for more communication and feedback with the videographer or editor on your project, so that the final video that is something that everyone involved can be proud of.

Creating a video to market your business or product is a wonderful opportunity to communicate with your client base in an engaging visual medium, to entertain as well as inform and give your company a competitive edge.

How are you going to use videos to communicate your message?