The Beginner’s Guide to Video Content Creation:PREPRODUCTION

2

www.skyword.com

Introduction // The Beginner’s Guide to Video Content Creation

Introduction 2014

Content marketing isn’t easy stuff. The moment you’ve perfected your publishing process and have begun to see a return on your work, a new format and methodology comes along and sets you off on another journey.

In 2015, that new format is video content, and there’s a lot you need to learn about the processes involved in creating video before you can market it effectively to your audience.

Recent research from Software Advice found that those who use video content in their marketing programs report seeing a “very high” quantity of leads from their efforts. To get your fair share of new leads this year, start from the very beginning of video marketing, and learn the ins-and-outs of video preproduction, production, and post-production.

In short, the video is planned during the preproduction stage, the content is shot during the production stage, and the film is edited together in the post-production stage. Preproduction is the most time-consuming stage for the brand, while the same is true for the filmmaker during the post-production stage. Therefore, adjust expectations accordingly.

This three-part eBook series will teach you everything you need to know to better understand how to work with your video team to create the best video content possible for your brand.

In this eBook, we’ll focus on the preproduction stage. You can learn more about Skyword’s content marketing solution by visiting our website.

www.skyword.com

Table Of Contents // The Beginner’s Guide to Video Content Creation

Table Of Contents

What the Preproduction Process Entails 4

How to Write the Perfect Video Script 51. Short and Sweet 5

2. Set the Tone 5

3. Bottom Line on Top 6

4. Tell a Personal Story 6

What’s in a Storyboard? 7

What are Sizzle Reels? 8Use a Montage of Images 8

Take Advantage of Various Narrators 8

Include Several Subjects with a Common Thread 8

Use a Well-Known Song 8

Know Your Rights 8

Where to Find the Right Video Team 9How Skyword Can Help 9

www.skyword.com

3

4

www.skyword.com

The Beginner’s Guide to Video Content Creation // Preproduction

What the Preproduction Process Entails

The images, tone, style, and dialogue need to be carefully considered in order to ensure a quality outcome.

Before you begin producing actual video content for your campaign, you need to complete some important planning steps.

The images, tone, style, and dialogue need to be carefully considered in order to ensure a quality outcome. Here are some of the most important questions you should ask during the preproduction phase:

• What is the business objective of the video?

• What do I hope to accomplish by investing in this content?

• What are the two or three messages that I want my viewers to leave with?

The image, tone, style, and dialogue are just vehicles to accomplish the goals above. However, these elements are hard to convey. It’s important to provide your video team with as many reference points as possible during the preproduction stage. For brands, this might mean:

• Brand guidelines • Editorial standards • Visual guidelines

• Past video content • Past visual content • General marketing collateral

• Storyboard

Once you’ve organized the materials above, you’ll want to dive into the scheduling, script writing, storyboarding, and planning stages of preproduction.

Next we’ll focus on video script writing, and why it’s so important to hire and work with quality writers even when creating visual content.

5

www.skyword.com

The Beginner’s Guide to Video Content Creation // Preproduction

How to Write the Perfect Video ScriptHave you ever watched a movie only to realize halfway through that you’re unclear of the plot? What about a commercial that started off talking about one topic only to end with a pitch for an entirely different brand?

These are examples of poor video execution done across channels. To avoid coming out on the wrong side of video marketing, start with a high-quality script. The fact is, most people have no idea how to write a great script because it’s not something that is learned in a basic English class. There are rules. A lot of them. And it goes without saying that you need to know the rules of scriptwriting before you can break them.

Below are four preliminary tips for crafting a noteworthy video script:

1. Short and SweetConciseness is the No. 1 rule of writing. It’s the reason why the dialogue in Scandal sounds silly when compared to the award-winning exchanges in Mad Men.

Human speech isn’t the same as written speech. A video script is a dialogue or a monologue. It shouldn’t read like an essay. Instead, write as if you’re speaking directly to your viewer. Engage them with conversation, and make sure they can understand what you’re saying. This isn’t the time for acronyms and adjectives.

2. Set the ToneKeep your audience and brand in mind, then make some executive decisions. Is the narrator going to be very professional? Is he going to enunciate clearly and use proper English or will he speak colloquially? Is the gender of the narrator even going to be male?

The last thing you want to do is write a generic, one-size-fits-all script. Remember: The average consumer appreciates real talk, not marketing jargon, but that doesn’t mean your script needs to be boring.

6

www.skyword.com

The Beginner’s Guide to Video Content Creation // Preproduction

3. Bottom Line on TopVideo scripts tend to be short because attention spans are short. When someone is watching a video, he or she is passively absorbing information, not actively participating in the learning experience. This is why most videos fall between the 30-second to three-minute mark.

So, front-load your message. Let everyone know exactly what you’re selling before you explain why they should buy it.

4. Tell a Personal StoryFront-loading your message is important, but it’s all just hot air if you’re not telling a story.

The most important thing to remember is that every story has a beginning, middle, and end. Before you begin writing a story, you need to ask yourself why anybody would want to pay attention to what you’re saying. What impact will your story have? What promise will you deliver? What’s the hook? Will you be able to keep people engaged?

If you don’t have someone in-house who can expertly craft the script for your next video, you can partner with a company like Skyword to move the video pro-duction process along. See what Skyword has done for the world’s top brands at www.skyword.com.

Once you have the foundation for a script in place, you’ll want to move toward visualizing how your video will come to life. In most cases, you’ll be asked to provide your video team with a storyboard.

The most important thing to remember is that every story has a beginning, middle, and end.

7

www.skyword.com

The Beginner’s Guide to Video Content Creation // Preproduction

What’s in a Storyboard?

Without some sort of visual aid, it would be impossible for creatives, executives, and stakeholders to know how to proceed with an idea for a video production, which is why storyboards are so effective.

Standard fare for advertising campaigns, commercials, and big presentations, storyboards are used to pre-visualize animations, motion graphics, and even live-action videos.

[Modern storyboarding can be traced back to the early days of motion picture animation at Walt Disney Studios. Diane Disney Miller claims that Webb Smith created the first modern storyboards for The Three Little Pigs in 1933.]

Without some sort of visual aid, it would be impossible for creatives, executives, and stakeholders to know how to proceed with an idea for a video production, which is why storyboards are so effective. They’re essentially visual PowerPoint presentations, where each “frame” of a storyboard corresponds with a key moment in the projected video. Arrows can indicate simple camera movements, while captions similar to stage directions in a screenplay can be used for complex instructions.

Some storyboards are even “animated” to give a better sense of flow. This can be as simple as basic pans and zooms on still frames, or as involved as a semi real-time slideshow with voiceover, called an “animatic” or “photomatic.” Many directors will produce animatics after a storyboard is complete in order to get a better sense of the final project and edit ahead of time.

Interestingly, storyboards have found their way into industries you wouldn’t expect to make use of them. Multimedia journalists use storyboards as news pitches. Software companies visualize the flow of their product or platform with storyboards, and accountants storyboard to illustrate how money is spent and where it’s allocated.

8

www.skyword.com

The Beginner’s Guide to Video Content Creation // Preproduction

Storyboards are adaptable, all-purpose tools for business ventures because visualization is powerful. In the preproduction stage of video content, a storyboard is the surefire way to ensure that what you’re envisioning for your brand strategy is executed effectively by your video team.

Once you’ve developed your script and visualized your video with a storyboard, you’ll want to pitch your ideas to decision makers within your organization. To maximize the odds of getting approval for your video marketing campaign, many teams put together teaser or “sizzle” reels to woo the powers that be.

What are Sizzle Reels?Sizzle reels are often referred to as demo reels, pitch reels, highlight reels, montage videos, promo videos. . .the list goes on.

A lot of different types of videos can be sizzle reels, so it’s important to make a distinction. A sizzle reel isn’t a type of video as much as it is a way of making a video. These reels employ techniques that are geared toward strong first impressions and fast branding, which makes them popular for both B2B and B2C pitches.

One of the reasons these videos leave such a good first impression is because they contain more content than other types of video of similar length. They are harder to execute, but more rewarding to watch. When perfected, a sizzle reel pulls viewers in and owns attention spans for the duration of the clip. Below are some commonly use techniques for successful sizzle reels.

9

www.skyword.com

The Beginner’s Guide to Video Content Creation // Preproduction

Use a Montage of ImagesPictures are very powerful tools for persuasion, even in the fast-paced age of digital video. A targeted picture “freezes” the camera lens and guides the viewer to specific, unambiguous information. Like graphics, they can be used to instantly convey information. It’s not uncommon for sizzle reels to only contain images.

Take Advantage of Various NarratorsA quick and simple way to make your words more engaging is to use several live narrators rather than a single voice-over artist. A lot of news and gossip sites use this technique regularly in their reels. Several speakers will deliver pieces of the script and finish each other’s sentences in a relay-narrative.

Include Several Subjects with a Common ThreadIf you want to promote your brand, there is no better way to do it than by highlighting fun events from the past year. Showcase best-selling products and services in a rapid-fire promo. This is fast branding that builds consumer confidence quickly. If you think about it, a lot of client testimonial videos can also feature this sizzle reel-style of production.

Use a Well-Known SongA lot of corporate videos lean toward elevator music because paying for the rights to popular songs can be undesirable. But for sizzle reels, it just might be worth it. Remember, B2B pitches and promos are often first-impression videos. A well-known song can put skeptical viewers in a more receptive state of mind.

Know Your RightsSizzle reels are image-heavy, which may make them more prone to copyright infringement. Try to find free-use images, even when using these reels internally. It’s best practice to focus on free-use images from the start, in case any of your sizzle reel documentation makes its way into the final product.

10

www.skyword.com

The Beginner’s Guide to Video Content Creation // Preproduction

Where to Find the Right Video TeamNow that you know what assets you need to compile before you enter the production stage of the video content creation process, your next step is to find the right partner to help execute your vision through extraordinary visual stories. Armed with your brand, editorial and visual guidelines, storyboard, and video pitch, you’re well on your way to the production stage of video content creation.

How Skyword Can HelpThe world is changing, and consumers are more empowered than ever. How can you keep up with changing digital trends and compete for dwindling attention? With video content, it’s easy.

Skyword moves marketing leaders, and those who create content for them, forward. By embracing a sustainable, scalable approach to original storytelling, Skyword liberates brands from ineffective marketing practices and inspires them to create deeper connections with their audiences.

The Skyword Platform now features an intuitive workflow for video producers and marketers, which makes it easy to manage the preproduction, production, and post-production stages of video content creation from a single software solution. Skyword also provides access to a community of freelance writers, videographers and graphic designers, an editorial team, and program managers who all help move clients’ content marketing programs to new levels of creative excellence.

Elevate your approach to content marketing. Contact Skyword today.

+1.855.Skyword

+1.855.759.9673

learnmore@skyword.com

+1.855.SKYWORD +1.855.759.9673

learnmore@skyword.com www.skyword.com

http://www.skyword.com/contentstandard/