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Five Questions to Answer When Creating a Video Campaign

by Chris Bondhus  |  
February 23, 2017

Video moves us. No other medium can elicit an emotional response quite like video.

Consider iconic moments in sports, history, or even television. I still get chills watching "Miracle on Ice," I feel heavyhearted reliving the Space Shuttle Challenger disaster, and I can always count on a good laugh from The Office.

It's no wonder brands and companies of all sizes are experimenting with video now more than ever.

What matters for marketers, though, is understanding how to use video in engaging ways for your company. Let's review the five key questions to ask yourself before starting a video marketing campaign.

1. What is the purpose of the campaign?

It sounds obvious, but you would be surprised how often someone says "let's do a video," and the vision for it does not match the reality of the final product. Or the enthusiasm for the project gradually wanes as the objective and creative vision shift.

Video is not difficult, but it is different from other forms of communication, such as email and blog posts. With those, drafts can be deleted and revised as you consider the content in real time. For video, there is little room to think in the moment, unless you are Spielberg. Up front, you need to be certain of the purpose and the goal.

Here are some high-level types of video to consider:

  • Awareness: promotes the company brand, product or service, so prospects with a need are aware that your company has a solution
  • Engagement: used by Marketing or Sales in the pursuit of prospects
  • Retention: used by account management or customer success to retain customers and boost satisfaction
  • Product: demonstrates product capabilities
  • Support: helps prospects and customers to onboard with a service or offers solutions to minimize customer support requests

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Chris Bondhus is senior director of demand generation at Brightcove, a provider of Cloud solutions for delivering and monetizing video across connected devices.

LinkedIn: Chris Bondhus

Twitter: @Cbondhus

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  • by Claire Noble Tue Feb 28, 2017 via web

    Great article, Chris. I think it's so great that you started with asking about the purpose of the video. I feel like right now people are so excited and eager to jump into video that they forget to set objectives and goals. It's like the flashiness of video distracted them and it's such an important step. I feel people build massive expectation about the power of their video (probably based on all of the finding and stats published on a daily basis) and if they don't get those results, it's normally because they skipped that step or maybe others on this list.

    I also agree that many times marketers might miss the mark because they don't craft the right type of video. There are lots of different styles and types of videos that work well for different audiences, platforms, and objects, and marketers need to be prepared to make several videos to suit all these options. It's not like television advertising. The digital marketing age just demands more videos. That might seem scary to swallow at first but it's actually more accessible thanks to the fact that do live in the digital age. There are lots of great tools out there that makes video creation much more accessible (like,, and That way it makes it much easier for people to create the number of well-made videos they need to succeed. Plus with great questions, I think more and more people will start seeing the success they want.

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