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January 15, 2016

Video Experts Share Their Greatest B2B Video Production Advice

Video marketing has proven its worth time and time again. From telling artful brand stories to helping in your lead generation efforts, there’s no shortage of accolades for video. But there’s a difference between simply making use of this medium and producing true video marketing masterpieces.

Which is why we sought out leading video production experts and picked their brains for you. From budgeting for your video project to achieving professional audio and even scaling creative video effectively, we’ve got you covered.

So whether you’re on a snack break from the set or you’re just beginning to consider your first video, it’s time to soak in some stellar knowledge.

What Should You Expect When Budgeting for Video?

“The standard marketing budget allots bigger budgets for top-funnel marketing content. Most companies spend more on their homepage video than their client testimonials or product videos as higher funnel content typically requires a higher production value. If you’re outsourcing your content, you can budget between $10,000 and $50,000 per video. To budget accurately, make sure to ask any potential production house what their average hourly rate and minimum client rate is. If you don’t have these kinds of budgets yet, try partnering with your local creative arts college. There are thousands of young filmmakers looking for projects to practice on!” – Mike Kaney, President, RockBridge Productions

What Types of Videos Should You Produce?

“When deciding which type of video we’ll create, we consider what we’re producing for: generating awareness, helping through consideration, or aiding in the decision-making process (TOFU, MOFU and BOFU). An educational explainer video is great for improving awareness, a deeper product-focused or demo video assists in consideration, and a customer success story video is perfect for the decision-making stage.” – Amanda Maksymiw, Content Marketing Director, Fuze

What’s the Best Way to Conduct Video Brainstorming Sessions?

“When it comes to working on concepts and brainstorming videos, it is crucial to throw every option imaginable on the table. Seriously —anything goes (as long as it’s in your realm of production capabilities). This gives the creative team the ability to see where everyone stands on the project and also allows for ideas to be built upon. If you limit yourself to only working with one or two ideas, you’ll actually lengthen the brainstorming process as you deny any kind of change. As an extra plus, any additional ideas you come up with can be stored in the video idea box as they might make a great video for a future campaign.” – Blake Smith & Mat King, The Video Team, Vidyard

How Can You Pack the Biggest Punch in Video Messaging?

“In the digital age, the best stories are short–modern video viewers won’t pay attention for more than about 1 minute. Wait, a whole story in one minute? It’s easy: just make sure your script contains only one idea, not a list. And to really reel them in, give your viewer a ‘gift’ in your story’s first 5 seconds–a product benefit, a funny joke, a visual twist–and you’ll keep them to the end.” – Paul Hochman, Founder, Humongous Media Inc.

What’s the Secret to Building a Strong Video Script?

“Great stories involve conflict and resolution. There’s a villain and a hero. Sometimes that’s literal, sometimes it’s figurative or metaphorical. But every great story leverages the conflict as a means of drawing the viewer in–they care about the struggle and the victim. They lean in and root for a positive resolution. Video storytelling and filmmaking have a ton in common in that respect. Tactically, representing these elements in an effective storyboard and script are incredibly important to creating videos that resonate, engage, and convert.” – Matt Heinz, President, Heinz Marketing Inc.

What’s the Ideal Location to Shoot in Your Office?

“When shooting in offices, a lot of people choose boardrooms because they’re quiet. I’m usually willing to allow for a bit of ambient noise in order to gain a more dynamic background with some depth. Meeting rooms are often small, dark, and 50% table, which really limits where you can shoot. Try to find a space where you can light your subject with a window, and give your audience something more interesting to look at than a whiteboard or projector screen.” – Andrew Askes, Partner, Arc Media

What’s the Key to Achieving Professional Quality Audio?

“Sound quality and music selection can make or break the success of a video. An excellent well-placed soundtrack paired with high-quality audio will make your video stand a cut above the rest. Consulting a music supervisor and exploring a music library will help you find the perfect track for your project but also give you an understanding of quality audio that will benefit all your future works.” – Jason Cliffen, Music Supervisor, Bedtracks

How Do You Maximize Your Investment by Repurposing Video Content?

“My favorite thing about video is that once you have video, you also have a lot of other content assets. If you have video, you also have audio. In fact, you can easily create an audio podcast from a recurring video show. And, once you have video you also have text. For each of my Jay Today episodes, we used a fast and inexpensive transcription service and then edited the output slightly to become multiple blog posts, on LinkedIn, Medium, and my own award-winning blog. So, with just a little imagination, one video can become not just a video, but also a podcast and multiple blog posts. That’s efficient content production!” – Jay Baer, President, Convince & Convert, New York Times Best-Selling Author

How Do You Scale Your Video Production?

“Your video library doesn’t need to be full of Hollywood-style videos. The easiest way to produce videos at scale and on a budget is to keep it simple! Pick one purpose for your videos. If you have multiple purposes to speak about, create multiple videos! You can shoot them all on the same day at the same set to save time and money. Lastly, don’t forget about distribution. Understand what channels you’ll be using to share your videos and build this into your production plan. Tailoring videos for each channel will help you get the most bang for your production bucks.” – Ian Buck, Managing Director, Notch Video

How Can You Keep Up a Regular Publishing Cadence?

“Before getting into the details of a production schedule, make sure you have good relationships with your marketing teams and channel owners. These folks are responsible for making sure your work gets out into the world, so get in sync with them! In addition to project meetings, I like to schedule quarterly syncs with all of my partners to make sure our goals and calendars are aligned. I also find time to drop by and chat with them on a more informal basis, too.” – Justin Lomax, Head of Production, Square

What’s the Secret to Staying True to Your Brand Across Multiple Videos?

“Keeping a consistent brand across video content is challenging, but it’s a critical component to crafting a brand story. The three strongest ways to achieve this are: 1) Using consistent (and the fewest necessary) creative or video production teams; different teams sometimes bring too many different approaches. 2) Consider the use of “intro” and “outro” branded elements — but use each of them with discretion. You might use your brand’s visual identity (like a logo) at the beginning and end of your product video, but a more concept-oriented video like a customer story may be more effective if you make the branding a little more subtle. 3) Be consistent with typography, color, and brand values. Document them and make sure that you ask yourself, ‘Have I taken every opportunity to be as consistent as possible with my brand basics?’ Deviations should be rare.” – Brian Maschler, Chief Creative Officer, Bulldog Solutions

Ok, you’re ready! Now that you’ve learned from some of the best in planning, executing, and scaling your video production, it’s time to put your knowledge to the test. Grab your camera, head on off to a sunny spot in your office, and give ‘er a go!

Erin McAnulty

Erin McAnulty

Erin manages content marketing at Vidyard. She’s passionate about marketing, tech, and is an avid movie buff and pop culture junkie.

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