In today’s world, video is a key part of content marketing in agriculture. Video is everywhere. It’s accessible. It’s engaging. And, it’s surprisingly easy to create.
So, how do you get started making a video for your organization? First, stop thinking about the viral videos you see online. Those are for entertainment value. You want a video with marketing value—something that will engage your customers and prospects, drive them to your website and prompt them to purchase your product or service. Here is some content that works well in video format, and will also prove quite valuable to you and your customer:
- Product demonstrations
- Interview with experts
- Customer stories
- Behind-the-scenes stories
- Event promotion
United Prairie uses a great mix of service spotlights, along with customer testimonials, in their “About Us” video to give prospective customers and new employees a feel for how their cooperative serves the area farmers.
Put these tips into action for one great video!
- Zero in on one key message.
Look at your editorial calendar. What specific content do you want to communicate?
- Put it on paper first.
Create a rough outline—not a script, but a general flow of the video.
- Equipment check.
Use a high-definition video camera—costs less than $300 and fits in your shirt pocket.
- Quiet please.
It’s not necessary to shoot in a closed office. But try to avoid traffic sounds or other distractions.
- Watch the light.
If indoors, make sure light is in front of your subject, not behind them. If outdoors, don’t stand with sun at your back—or you’ll cast your own dark shadow on the subject.
- Sound check.
If using camera’s built-in microphone, your subject needs to be fairly close to camera.
- Be steady.
Use a tripod if necessary—although most cameras have built-in stabilization.
- Frame it.
If videoing a person, frame the shot closely so the viewer focuses on the speaker. If videoing a scene, be aware of what’s in the background.
- Review. Repeat.
Review each video clip after shooting it—checking for light and sound. It’s better to record again on the spot than having to go back later. Some people shy away from being on camera. If you’re relaxed, they will be, too.
- Share it.
Use a video sharing site such as Vimeo or YouTube.
VistaComm has put these and other great marketing tips at your fingertips in a handy e-book, POWERFUL CONTENT: 6 Best Practices in Agri-Marketing & Communication.