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September 24, 2015

4 Steps to Productive Brainstorming Sessions for your Marketing Videos

When people hear ‘brainstorming’ their mind usually turns to a meeting where everyone’s being as creative as possible. Although, there may not be anything wrong with trying to think outside-the-box during these sessions, you can’t lose sight of what’s important to your business and the goals of the project at hand.


Those goals for most video projects, especially vlogs and explainer videos, are to aide with inbound marketing efforts (more traffic, increased conversions, higher engagement, etc.). So it’s important to think about those metrics during your video brainstorming session – whether it’s an internal discussion or one with an external production team.

At Demo Duck, we’ve recently added a few key steps based around our brainstorming process that help us get more traffic from our videos while still being as creative as possible with the project.

Step 1: Uncover Keyword Opportunities

When writing blog posts marketers often focus on the keywords that will help them get the most results, but sometimes they throw this idea out the window for their videos. Videos can leverage these SEO keywords just like your website copy can.

We recommended checking out Google’s Keyword Planner or to find out where you can make up some ground and get yourself on more first page results. It’s also a good idea to keep an eye out for some industry keyword phrases that have the word “video” in them because that usually means people are searching for a video on that specific topic…so make one!

Most video hosts will let you choose focus keywords when you upload your video, so it’s worth doing your SEO due diligence on videos just like you do on written content. For video blogs, don’t forget that it’s probably best to incorporate the keyword into your headline and URL as well.

Step 2: Outline Important Elements

Now that you’ve got the keyword phrases to focus on, figure out how you want to incorporate those into your video’s content, but you don’t have to get as specific as the script just yet. For example, if you’re looking to highlight “medical app video for new moms”, decide the best way to structure the high level progression of the video around this idea and key phrase.

Maybe it’s walking through a top 10 list, focusing on the lack of options out there for new moms, or stating why your app is the best one for new moms. This is a good time to lock down the thesis statement and key talking points of your video.

This thesis statement should be a one sentence recap of the goal of your video or the most important thing you want viewers to learn (or feel) after watching it. The talking points should be an overview of the content you want to cover, with how you cover it to be determined next.

Step 3: Brainstorm With Purpose

Once all of the pre-brainstorming legwork is complete it’s time to hone in on developing a fun video concept. This could be a visual idea, a playful metaphor, or something creative in the way the script comes together. Just try not to go overboard with creativity and make sure that the audiences would find your attempt entertaining – not exhausting.

Once you’ve narrowed your list of video concepts down to 2-3, we find it best to vote as a team on the best one. This is usually based on originality, production feasibility, budget restrictions and the ability to connect quickly with your audience.

When your final framework or concept is selected, put a date on the calendar and shoot the darn video!

Step 4: Follow Through In Post Production

Once you’ve shot the project and it’s nearing completion – it’s time to add some annotations (if possible) since you’re going to be sending this video all throughout different channels based off of your distro plan. YouTube and Vidyard both have the ability to add annotations and you can find some helpful tips on annotations here.

After a few weeks, take a look at your video hosting stats or Google Analytics to see how effective the video has been. Effective doesn’t just mean views and engagements, but whether it’s sending people to your website and moving them down your funnel. Using that information as a guide, figure out what the most successful tactics were and let those define how to distribute this video (and future ones) going forward.


We find that our best brainstorming sessions occur when everyone comes in with creative ideas that have crystal clear strategies behind them. However, that’s not always going to be the case, so feel free to talk through strategies on the creative ideas (or how to make the best strategic ideas creative) as a team.

After the brainstorming session, make sure that everyone is aligned with not only how but also why you are moving forward with a particular idea. That keeps everyone moving in the same direction and gives your video the best shot at hitting the goals you’ve laid out.

Happy Brainstorming!

Colin Hogan

Colin is the Marketing Manager and Writer at Demo Duck, a Chicago video production company, where he works with great people on great videos. Colin calls Chicago home but will always be an East Coaster at heart. Be sure to follow him and the rest of the team on Twitter @demoduckvideo.

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