When it comes to digital marketing, it’s always best to form a specific strategy for your efforts, and then to push it even further than that. Choose a baseline and then expand upon it.
For example, if you’d like to have a recruitment video made – is simply having the recruitment video enough? What happens if potential employees see the recruitment video, check out your website and socials, are underwhelmed, and you miss out on an opportunity for a good hire?
This is the concept of stretching out your content.
If you’re hiring a videographer to come in and make a recruitment video with you, these are all things that should be considered. We really want to put ourselves in the heads of potential applicants.
So, as such – we should be stretching out our content. If we’re making a single video for hiring, chances are there’s going to be a bunch of b-roll footage, right? Well, make separate videos out of that b-roll content, and use the copywriting to imply a different context.
Have the videographer bring a photographer along to the shoot as well, get as many photos as you can.
Reuse and repurpose the content that you create, and blast it out there. But we should always put quality first, and then consider quantity.
There’s no point in using the spray and pray method.
Take your time, get content that you’re excited about, and then share it – even if it’s only every 2 or 3 days.
I’ve seen it go both ways in my personal strategies for four32. I’ve gone over the top and organized a hundred folders with content for posting, only to find that it gained no traction.
And then, when I think back – at the start of this thing I only shared photos and videos that I was excited about, and they were always well received.
So, case in point – create as much as you can, create a variety of types of content, and share it as much as you can, all while keeping quality top of mind.
Don’t be afraid to have your videographer spilt up longer form content into shorter bits – even if there’s a theme that can be followed.
For example we just did a full length walk through video on a home renovation. We split the long version up into 1 minute reels, and the concept was that we were spreading the tour out throughout a week and a half, instead of having the audience watch the full length on Instagram.
The full length lives on YouTube, and we prompt viewers to go check out the full length there in the copy – and we still had high engagement on the short reels.
Use your common sense, trust your gut feelings and create from the heart. Think about the intentions of the content that you’re making, and then put yourself in your customer avatar’s shoes.
How are they going to receive the content? Make estimations based on the knowledge you have of the market, and then make moves. Watch what happens, organize the data and then dive back in.
Digital marketing is a moving target. Pay attention to the end results of your campaigns, and then adjust as you go. Just dive in, begin and don’t forget to spread your assets out so they get the most reach and impact possible.
These are investments you’re making into your company – get the most out of these investments and don’t be afraid to ask your videographer to do this for you.
As always, if you need a hand with any of this then shoot me an email.
To Your Success,
Jay Ashcroft
four32 MEDIA
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