{"id":23852,"date":"2018-03-01T13:23:58","date_gmt":"2018-03-01T18:23:58","guid":{"rendered":"https:\/\/blog.shareaholic.com\/?p=23852"},"modified":"2018-03-27T13:14:48","modified_gmt":"2018-03-27T17:14:48","slug":"what-you-need-to-know-when-shifting-from-text-based-to-video-content","status":"publish","type":"post","link":"https:\/\/www.shareaholic.com\/blog\/what-you-need-to-know-when-shifting-from-text-based-to-video-content\/","title":{"rendered":"What You Need to Know When Shifting from Text-Based to Video Content"},"content":{"rendered":"

For the past year and a half, video<\/em> has been my world. It’s no secret that video is hot right now, both as an ad format and for content. It seems like every marketer is trying to capture the moment and shift resources from text-based content to video.<\/p>\n

\"\"<\/p>\n

I read a great piece<\/a> in Columbia Journalism Review a few months ago that smartly outlines some of the challenges in this, and I have a few lessons to share myself from some video projects I\u2019ve worked on recently.<\/p>\n

I majored in Communications\/Journalism in college, so I\u2019d worked with video a little bit in the past through a college TV station and during a news internship at 13-WHAM<\/a>. But it\u2019d been a while since I\u2019d written scripts or edited film, and I had never done these things before with a focus on optimizing for social or mobile.<\/p>\n

I learned a lot and thought some of those lessons were worth sharing. So here goes –<\/strong><\/em><\/p>\n

1. Work Backwards<\/strong><\/h3>\n

Before jumping into any video project, \u201cwork backwards\u201d from how you ultimately want the content to be presented. How you plan to use the content informs everything, from the permission you get from those appearing in the video, as well as your hosting solution, shots, graphics, and background music.<\/p>\n

It\u2019s pretty easy to re-package text-based content into new formats. If you find a new use for the content, it\u2019s simple to change course along the way. But it\u2019s much more time intensive to do this with video.<\/p>\n

Laying this all out in a creative brief at the start of a project is a simple step one can take to ensure everything is done right at the beginning.<\/p>\n

2. Preparation is Key<\/h3>\n

Video is sight, sound, and motion. It\u2019s complex, which means there are a lot of details to get in place before you say \u201caction!\u201d Sometimes, practicing a script or prepping answers to questions can get lost in the mix. Don\u2019t skip this step!<\/p>\n

You\u2019d be surprised. Even the most poised public speakers who talk with ease in front of large audiences or boardrooms can suddenly freeze in front of a camera.<\/p>\n

It\u2019s something about the pomp and circumstance of video<\/em>. There\u2019s all this equipment. There’s a crew of people listening. The only way to work around the stage fright is to build practice into your project plans.<\/p>\n

3. Use Short Sentences and Simple Language in Scripts<\/h3>\n

Script writing is a lot different than writing blog posts, white papers, or press releases. Sentences need to be shorter. Filler words and complicated punctuation don\u2019t translate well on screen, either.<\/p>\n

It\u2019s important to keep this in mind when writing scripts, especially when ghostwriting for others with distinctive writing voices that normally include these elements.<\/p>\n

4. Pick a Lane: Authentic or High Production<\/h3>\n

I\u2019m of the mindset that it\u2019s better to have no video than poorly-executed video.<\/p>\n

At the same time, I think we\u2019re seeing more and more that quick, authentic, live video from brands can work really well at giving the company a human voice \u2014  especially on social<\/p>\n

Again, I think the key is to work backwards from how the video will be used. Use that strategy to determine if it\u2019ll be a high production piece or something that looks a little more \u201chomemade.\u201d (Just remember, authentic doesn\u2019t mean sloppy. Homemade cupcakes still taste great!)<\/p>\n

5. Use Epidemic Sound for Background Music<\/h3>\n

You know that feeling when you send over an Ebook over for review and the only commentary you get is about the stock photos?<\/p>\n

Well, background music is the stock photo of video. It\u2019s the first thing stakeholders react to, so you have to hit the right note, so to speak, with whatever you choose.<\/p>\n

I like the music selection on Epidemic Sound<\/a> the best. The site is easy to navigate, and no matter what your brand \u201csound\u201d is, there\u2019s probably something for you.<\/p>\n

***<\/p>\n

I\u2019ll end this post with a potentially controversial tip: If you\u2019re just getting started with content and have limited resources, I would focus efforts on one content format. Build your audience with one content offering before diversifying. If you’re great on camera, start with video. But I still think you can start with a blog or another content medium and build an audience that way. Then you have a community of people who are looking forward to your new, more complex, content offering (video series, podcast etc.) when you launch instead of launching it to crickets.<\/p>\n

What advice do you have for people transitioning from text-based content to video? Let me know in the comments.<\/em><\/strong><\/p>\n

\n

About the author:<\/strong> Janet Aronica is a content marketer based in Boston, MA. You can follow her on Twitter at @JanetAronica<\/a> and read her blog at janetaronica.com<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

For the past year and a half, video has been my world. It’s no secret that video is hot right now, both as an ad… 
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