Planning Out Your Video Content, Part One

October 14, 2021

So you’ve decided your organization needs video content to move the needle. And that’s great. Because I could bombard you with statistics and studies on how video is the most engaging of all content formats and can really differentiate your messaging.

But if a journey of a thousand miles begins with a single step, what does that mean for your next step after you’ve seen the video light? As I’m about to explain, that critical next step comes down to a single word – preparation.

Categorize Your Needs

One of video’s most beneficial traits is its adaptability. It’s a jack-of-all-trades, able to bend to the target audience and your specific needs. But that shouldn’t imply video content is a one-size-fits-all kind of solution.

In fact, before you hit record, it’s important to determine who you’re making the video for and what you want to accomplish. Here at Castleview, we generally categorize videos into three different buckets:

1. Daily Input Content

These are your daily drivers, the video content you post on your social media channels like LinkedIn and Instagram. They’re usually of lower quality because of the quick turnaround and more casual or even humorous than other video types.

2. Internal Audience and Recruiting Videos

Your target audience with this category are people already in your organization or those you want to join the team. Remember, video is a particularly strong recruiting tool, generating 34% more candidates than a plain ol’ job posting.

Internal events, employee appreciation, and other company culture-specific topics are also common here, where you want a medium to high-quality video but it’s the personal touch and storytelling  that always reign supreme.

3. Outward-Facing Video Content

These are the videos you show to the world, including bankers, stakeholders, and potential investors. That’s why they’re the most polished and professional of the three types.

The purpose of these outward-facing videos is to impress the viewer and make a positive impression of your organization, one that conveys competence, success, and a rosy future.

Seems pretty straightforward, right? Well, it is, but our preparation is only half done. Tune in again for the critical second part of our video strategy preparation – prioritizing and distributing your video content.