Getting Started with a Video Content Marketing Strategy
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Getting Started with a Video Content Marketing Strategy


(upbeat hip hop music) – Hi I’m Krysta Masciale,
CMO here at LumaForge and today I’m gonna
give you four easy steps to start integrating video
into your marketing strategy. One of the awesome things
about being the CMO at LumaForge specifically
is that I actually acquired a video team
when I took this position. And fortunately for you, what
that means is that everything I didn’t know about how to do
video, I learned very quickly from my team because this is what they do. Step number one is just
to use what you have, and a lot of times that
just means the camera on your laptop, sometimes
it means your phone. What I think about naturally with video is that it’s an outward
facing communication. And it doesn’t have to be. It’s so great for HR
experiences when you’re trying to onboard new people, and
you want to just invite them into your culture
before they even get here. Send them a video. There’s a lot more
remote workers out there, and this is a really
great way for them to feel again included in your company culture, and it cuts down on so
many emails, it cuts down on all the paperwork, that’s
the kind of stuff that I think we kind of skip
over when we try to integrate video into
our marketing strategy. So step two is just to get social. I think this is a really easy
first step for a lot of people and again, I think it’s
more of a progression, so I’m saying this is step
number two, but an easy way to do this, again, as long
as you have a smart phone, you’re totally capable
of interacting with video on this particular medium,
whether it’s Instagram stories, whether it’s Facebook live, all of these are great options, but
what I would highly suggest is let people inside your process. Let people interact with your employees. If you don’t have a super
sexy space, that’s fine. I think they just want to
be let in to the process, and they want to get to know you. If they are purchasing
your product or interacting with your services, they
want to know who’s behind it. And this is such an easy
way to let them in on that without worrying that it
has to be perfect because that’s not what they’re
requiring on those platforms. Step three is just to start
experimenting with new tools. And for a lot of people
this is gonna sound like I need to get a bunch of
gear, I need to figure out what camera is the best,
what audio gear is the best, the list goes on and on and on. Experimenting with new tools
often looks like hiring a contractor who has all the gear already, who is really good at what
they do, who have been doing this long enough to start turning your communication efforts
into video, and get familiar with the kind of gear that they use. Maybe buy some for kind
of behind the scenes or to start experimenting internally, but let them kind of lead the charge. So the last step is just taking the leap. Actually fully investing
in video, which means you’re going to have to
sink some money into this, you’re going to have to figure out what gear is most appropriate for the kinds of videos that
you’re trying to create. You’re gonna have to hire some people, and I think the best place to start, is to hire one of those
full time videographers that maybe you’ve interacted
with already in the previous step when you’re experimenting
with contractors. As you start progressing,
you’ll probably get more gear and you’ll probably start
designating certain areas of your office, like what we’ve done here, for like a full time set up. Each step has so many different layers and these layers are dependent
on your current resources, they are dependent on where your brand is. When I say take the leap,
I don’t mean take the leap and now you’ve got a
five person video team running like seven different red cameras with the most insane
lighting rig imaginable. When I say take the leap
it means we’re gonna move from contractors to actual employees because we really care about this medium, and we think we’re
getting really good at it. Whether you’re starting
with the first step or you’re kind of knee deep
in the fourth step already, what I think is super important
to remember is that video is such a powerful way to
communicate a brand’s message. It doesn’t have to be so intimidating. My instant response to we
need to do more video is well it has to look like what the
major ad agencies have done. I think that’s the first thing we think of and it’s the first reason we say well we’re not ready for it yet. And I can tell you if you
don’t get started now, you’re gonna be so far behind
in the next couple years because there are people experimenting and trying to get really
good at this medium and in a couple years, they
are going to be ad agency level creators just from the
insides of their company. Like that’s insane to me. So if your excuse is I’m
not all the way over here right now, no you’re not,
not very many people are. But you can be in a couple years. I want to be as helpful as possible to you and one of the ways that we’re doing that with this particular
conversation is to make sure you know what questions
to ask a contractor, or a potential employee
if you’re trying to scale a video team and you kind of get through the evolution of video as a
way to communicate your brand. So, click on the link below. There should be plenty
of information there along with a full article, and it hopefully gets you up and running. (upbeat music)

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