Everything You Need to Know to Rock Your Video Content
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Holly Gillen on How to Create Video Content that Attracts New Clients
Video content is the new trend and definitely on the rise, so it's so important to start making better videos for your business! Video content strategist Holly Gillen is an expert in video marketing and is giving us her best tips on how you can rock your video content and what you need to make it happen.
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Her Entrepreneur Journey
Holly has been working with video content since 2008. She originally was a real estate agent living in Florida, and when the housing market crashed she decided to pursue something she really loved. She signed up for the Travel Channel Academy classes, and received an opportunity to travel around Mexico shooting a documentary. She learned a lot about production, and ended up moving back to New York and getting into the production industry.
Holly worked with tons of incredible companies and people before she began to see this need for online video. She wanted to help people who were looking to create great content for their small businesses and social media channels. She started her own production company and has been helping entrepreneurs and business owners with their video content ever since.
Whatās the biggest mistake you see people making with video marketing?
The major mistake is that people are doing it backwards. You donāt show up and ājust see what happens.ā There should be preparation and planning and tons of things going on before the camera ever starts rolling. So often people think they need to do video, so they just wing it and donāt prepare, and then they wonder why itās taking so long and is poor quality.
Lack of planning is the #1 mistake. Pre-production is 60-65% of the process.
What does a video content strategy look like?
Thereās a million ways to use video in your business, but the most powerful way is video content marketing because youāre attracting people to you. There are 7 phases of business cinema that I teach my clients, and the first one is primary principles. This is foundational and all about discovering your destination. You need to know where you want to go, which also means knowing where you are right now. One of the ways this gets broken down is through the 4 pillars of pre-production:
1. Why: You need to know why youāre making video for your business from the very beginning. Otherwise it will be hard to produce and youāll be tempted to throw in the towel. You need to know what your main goal is and how it ties back into your business. This is where you start reverse-engineering the process. This is the part where you start to attract the right people and repel the wrong people.
2. Who: Who are the people that you want to feel like youāre the go-to expert? If you say everybody, you really mean nobody. Who is ideally the person that youāre creating the things youāre selling for, because thatās the same person youāre creating video content for. You need to create content that target your people.
3. What: What do they actually need to know? What are their pain points, problems, and what keeps them up at night? You need to focus on these areas so that youāre answering the right questions. If you arenāt sure, think about the things you have for sale and reverse-engineer those questions. Think about what questions people should be asking about the things that youāre selling.
4. How: If you know the other 3 things but you donāt know how youāre going to get it done, then you wonāt do it. What equipment do you have? How will you edit? Will you outsource? You donāt need all the fancy equipment to get started. Start with what you have and upgrade as you go. You have to have a plan for how youāre going to make it happen with the money and time that you have right now.
You need to know the answers to these questions before you move forward. If you donāt have the answers to all 4 of these pillars, you need to put down the camera and get clarity on these before you start the production process.
What is your advice for once we do get on camera?
Remember that it isnāt going to be perfect and that the only way to get better is to try it and learn. You have to put yourself in the position and let yourself be uncomfortable. Confidence on camera comes from experience. Donāt be afraid to fail. Embrace the failures as a chance to learn. Also, stop thinking about you and your nerves and start thinking about the people that will be watching your content and learning from it. Put the focus on them.
What do you recommend for making the video quality better?
If your goal is really to make the video better and youāre not using that as an excuse to keep you from doing it, then there are three things you want focus on. Audio is one of the most important parts. It needs to be crisp and clear and easy to understand. Donāt rely on internal audio. Second is lighting. Try to take advantage of natural light by using a window. Just make sure you have something thatās lighting your face well and brighten yourself up. The last component is graphics. When you edit your video, adding a couple simple graphics throughout the video can up level your video quality immediately.
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