Is Your Video Content Adding Enough Value?

June 11, 2014 | Brendan Cournoyer
Is Your Video Content Adding Enough Value?

It’s really easy to get excited about using solutions like Brainshark to create lots of video content for your company – and it should be exciting! With today’s technology, pretty much anyone can create engaging video presentations quickly and easily.

Of course, this doesn’t mean you need to start creating video content just for the sake of making more videos. As with any other content format, for your video presentations to truly add value, there needs to be a clear purpose behind everything you create. Basically, you need to be strategic.

Related Article: Top Business Use Cases for Video Content in 2014

A while back, I posted an article about the concept of strategic content marketing when it comes to online video. In it I wrote:

“Creating something ‘just because’ without clearly defining the goals and objectives behind it is unlikely to yield quality results. You’re busy enough as it is – ‘just because’ won’t cut it. Of course, not every video you create will go viral… but understanding the purpose – no matter how big or small – behind everything you create is what separates successful content strategies from otherwise fruitless endeavors.“

While I wrote that article more than two years ago, those same sentiments were echoed recently by Eric Vidal in a post for Adotas. The article looks at Four Questions to Ask Yourself Before Starting Your Next Video Project, starting with perhaps the most important question of all: Does your video add value?

Here is some of what Eric had to say:

“Don’t post a video for the sake of posting a video… make sure it serves a specific purpose and will create a lasting impact. Examples of valuable videos can include step-by-step tutorials and use cases of a product. These are valuable assets your business can use to provide customers relevant and useful information, while also further developing your relationship with them.“

As you can see, it’s pretty much the same idea. Video presentations are great for engaging your audience, increasing retention, condensing your messages, and so on, but without a clear goal in place ahead of time, they probably won’t have the impact you're looking for.

Three things to remember

First, when we talk about things like strategic content with a purpose, it doesn’t mean that purpose has to be anything particularly grand. It can be as simple as “We want to answer THIS question for THIS audience, and a video presentation would be a great way to do that.” The opposite of this strategic thinking would be to create a presentation that answers a question no one is asking.

Second, the two articles referenced above are focused primarily on video marketing content, but of course that’s not the only way a video presentation can add value. Obviously, video is also a valuable tool for sales enablement, corporate communications, and – as Eric points out – training purposes:

“Once an employee is hired, HR can use video technology throughout the training process to bring them up to speed on company policies and procedures. This is especially useful for remote workers, as it can cut the need for travel. Video can then be used throughout the employee’s time at the company for ongoing training sessions.”

Third, you can always add more value to your video presentations by taking advantage of other cool features. For example, Brainshark content can be enriched to include downloadable attachments, clickable hyperlinks, and even questions, polls and surveys for audiences to interact with.

Other questions to ask

So asking if your video content adds value is important, right? Right. So how else do you ensure that? Here are some other important questions to ask:

  • Who is the audience?

  • What are their problems and how can this content help?

  • Who will I share it with and/or how will they find it? (Don’t overlook this one! Delivery is just as important as creation.)

  • If it’s a marketing video, will it enhance my brand? (Eric expands on this in his post)

  • If it’s a selling tool, will reps find it useful? (Ask them about the content they wish they had!)

  • If it’s a training resource, are there more knowledgeable subject matter experts that can help?

  • How can I track the success of this content?  What does success even look like?

Plenty could be said about each of these questions, but I think you get the point. Ultimately, keeping things like these in mind will help you create more impactful content – from videos to blog posts to infographics to whitepapers. Ultimately, it all comes down to value.

Learn how organizations of all sizes and industries use Brainshark video presentations to create more valuable business communications.

Free eBook: Video Marketing Essentials

Image source: Austin Powers / memegenerator.net

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