Video Blogging Cheat SheetThe Who, What, Where, When and Why

of Video Blogging

written by Gregg LitmannManaging Direct, StoryTellerFormer Senior Producer, WCCO

Video blogs are a simple, effective way to share your story with customers, clients, and prospects—and anybody else with access to the Internet.

Thanks to the power of the play button, video blogs work better than written words or pretty pictures alone, because they combine the best of both—while also giving you a chance to convey your own personality. You know how often emails and text messages get misconstrued because they don’t include your inflection? Sharing your own words on video brings them to life, conveying your meaning and your personality at the same time.

So, if you want to get started in video blogging, here are some key starting points.

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Because video performs better online than other kinds of content. The power of the play button isn’t just a slogan. It’s a real thing. People really do click that little play button when they see a thumbnail. We’ve seen video increase traffic and conversation rates time after time with our own clients, but there are also broader numbers to back it up. For example:

• 200% increase to CTR on emails that include video• 80% increase to conversion on landing pages that use video• 26% reduction to unsubscribes on emails with video

In other words, video works. It improves just about anything it touches. And short video blogs are an easy, effective, affordable way to see the benefits.

You – or anybody else who has an opinion or insights that will be helpful to your audience.

Don’t get caught up in the “he looks good on camera” and “she sounds good” mentality. Video blogs are all about authenticity, so pick the person who can best convey the message, and stick to a simple script. You’re trying to convey authentic, bite-size information, so if you go much longer than a minute, you’ll become less effective.

Use a simple script that covers your main point – and not much more. We suggest this simple, but effective, format:

• Say hello.• Identify yourself.• Make your main point.• Give three key details.• Say thanks and suggest further engagement.• Finish your video with a closing graphic that includes a logo call to action.

This format works whether you’re offering advice and thought leadership, or giving a simple how-to demonstration. Think about effective emails and memos. When they go longer than a couple paragraphs, the reader starts to miss some of your details. Same with video blogs, so stick to your main points and stay laser focused.

PRO TIP: If you feel the need to make two main points, consider making two different video blogs. The points will stay focused, and the video blogs can actually be used to promote

Why?

Who?

What?

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You can shoot video blogs in your office, a conference room, or anywhere else that has the right light and the right amount of sound (which is basically silence).

You can use a plain background or your business as the background. It’s your choice, as long as it doesn’t distract from the key player – you.

Same with sound. If the background noise is loud enough to hear, it’s loud enough to move. You don’t want anything keeping your audience from focusing on the main message. Do you get my message?

Like any other kind of blogging, you want to do it as often as possible, but only as often as you have helpful information. If you can come up with ten quick how-to demonstrations, shoot them all. If you have enough interesting points to fill up a white paper, break them into a dozen different talk-to-the-camera video blogs, and start shooting.

Then start distributing it. One video can and should be distributed on all of your digital channels. Use the power of the play button to improve the look and performance of all of your digital assets, so use the video blog on your:

• Business Blog• Homepage• YouTube• Facebook, Twitter, LinkedIn, and any other social network• Landing pages• Email blasts

Remember, you have different audiences in all of these places, so you need to share the video to reach the people.

Where?

When?