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Creating Video for Content Outreach


Times are changing, we have more to do and only the same amount of hours to try and cram everything in. We want instant information wherever we go and we want it NOW!

This isn’t great for standard content production – we haven’t got time to read a 1000+ word article to gain some information. Standard content outreach for link building is now dead in the water as those links are becoming increasingly difficult to achieve, it is now time to look at other options for getting those pages noticed.

There are other options but when you look at the bigger picture it can sometimes feel like you are drowning in infographics and Buzzfeed-style graphics but when you require a more detailed view of something that won’t translate particularly well to an infographic then the easiest way to do this is with video.

Video for content outreach still requires a lot of thought in its execution but for the user, they can experience the world quite literally at their fingertips with the press of a play button. Just like the content outreach of old, you still need to target your audience and build in a time frame for your piece from beginning to completion when the outreach becomes the key component to striking while the iron’s hot!

Discuss and Storyboard

What is imperative is a clear plan of what your video will be about. Why are you making it? Who are you targeting and why will they want to share it? Quality content that stands out and the user can easily follow is the main ingredient when it comes to making your efforts worthwhile. As with content writing, it is advisable to not make your content spammy, this is not an advert, it is a story that you are creating on behalf of your client. Sit down and work the perspective of the story out, draw a clear storyboard for you and your team-mates involved and then start planning the finer details. Here’s an example of a storyboard that we sketched out during a planning phase for a video.

The start of a great video requires some sort of planning!

Separate your tasks to other team mates

This may include a script, which does take time, and location planning. Divide these tasks up between reliable members of your team, people who can write stick in the scripting and people who can haggle get them chatting to possible locations. However be warned (take London for example) you may have the ideal spot for your video, but it could be owned by a borough, a council or a private company so be prepared to pay for your application and shoot! Film London is a great place to start and the friendly people there will put you in contact with every other film office around the capital.

Shooting in-house still takes skill – so don’t rush!

Video content relating to your subject matter opens up a whole plethora of ideas and unique ways to generate new content. Depending on your budget there are a number of ways to achieve this, going from full lighting, set, crew and actors to lower budget asking your mates, borrowing a camera and picking some easily accessed locations. If in-house filming is on the cards then a basic set up is required in order to produce an audio – visual masterpiece.

For less than £500 you can a studio in...your meeting room!?

For less than £500 you can create your own professional studio!

Scour the tropical online marketplace and you can bag your own Videography set for less than £500. This will give your team:
An Intro DSLR: £299
Two Light Stands, with bulbs and shades: £45.38
Desktop lamp for shadow removal: £16.98
Camera Tripod: £49.99
Voice recorder: £69.00
Clip-on Microphone: £7.72
The background: Free – or £3.99

Time to make your 1st edit

Once you recorded your rushes (fancy name for clips) and you have them on your computer, you’re going to have to stitch them together. You Tube provides many tutorials on how to edit, but a short course for a team member would be suggested. The editing industry has three key players.

Avid, Final Cut Pro and Adobe Premier Pro, each with their own benefits.

Avid, Final Cut Pro and Adobe Premier Pro, each with their own benefits.

Take some time before purchasing an editing suite to review the following:

  • Your budget
  • Your current computer/mac?
  • How will you be working?
  • Will you be on your own?
  • Will you be working in a team?
  • What level of post-production will be required?

Then look at the compatibility of the suites once you have this information. Its inevitable that hardware upgrades will be required, so be prepared.

It isn’t over yet, you want it to found!

Once your video is created, make it easily searchable with a relevant title that uses keywords, your idea should be watertight and easy to follow make it enjoyable to watch and keep it short and sweet. As with writing – the world is your oyster as far as content creation goes and creating your story. However, the same goes for the video as it would for an article – if it goes on for too long your audience’s attention will wander away. It should be something that your audience won’t have seen before and can either teach them something new or looks at their specialist subject from a different point of view.

Of course, creating video content will be a waste of time if the content isn’t outreached properly. To execute a successful strategy for outreach you need to remember that the content is very different from the old link building of old so remember who you are aiming at, your content is very specific and relating it to your audience is key. A YouTube channel is fine, but then you’ll be driving traffic to….YOUTUBE! Instead, host your videos on a professional hosting and analytic’s site, like Wistia.

Good content always gets shared and as far as content outreach is concerned, video is a no-brainer.

3-2-1 Action!