Storyboarding Meets Marketing: Tips for Better Video Content

July 24, 2012 | Brendan Cournoyer
Storyboarding Meets Marketing: Tips for Better Video Content

With new technology making it easier than ever for marketing organizations to create effective video content, you can argue that the hard part isn’t actually making the videos; it’s everything that comes before it.

Whether you’re putting together a two-minutes marketing video or a three-hour feature film, proper planning is critical to creating a successful product. And for teams getting involved with video marketing for the first time, a simple storyboarding session can make a huge difference.

Here are a few tips, ideas and considerations for holding fast, productive storyboard meetings for content marketing with video.

#1. Put the right people in the room. It usually takes more than one person to make a truly great marketing video from scratch. Brainshark’s Paula Crerar has written that a three-person team is ideal (a writer, a designer, and an approving manager to bring it all together).

Of course, not everyone has the luxury of working with an in-house graphic designer when planning out their videos. Still, identifying the roles different people can bring to the project will keep things moving and help you avoid a “too many cooks” situation.

#2. Know your audience and message. Before the storyboarding session, it’s important to have a strong understanding of what the focus of the video should be. The first step is to know the target audience. For example, will you be focusing on a specific vertical or more general audience? Are you targeting people interested in a specific feature or the entire product? Discussing these issues ahead of time will help you focus your messaging and visuals, and ultimately, tell the right story with your video.

#3. Break your video into segments. This is where the real storyboarding comes into play. Just as a movie or TV show is separated into different acts, it can be helpful to do something similar when planning your video marketing content. What do you want to say in the setup or intro? Where should you present the challenge or conflict? Breaking up your video in this way will make it easier to discuss things like which visuals and narration that will best get each message across. (Note: This is especially simple to do when converting PowerPoint to video, as each slide can cover a different segment.)

The script also plays a role here. Whether you want to have a script written out beforehand or to hash out the details during the storyboard session is up to you, but it’s probably easiest to at least have a rough outline going in. That way, with an initial script sketched out, all you’ll need to sketch out your story is a whiteboard and a couple markers.

Looking for more tips on video marketing? Check out these additional resources:


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