Video is an important part of good content strategies

The importance of video has been a consistent message from the stage at INBOUND. We are sure that HubSpot is working away looking at how video applies to each stage of the inbound funnel. As a speaker at INBOUND2018 in September, we look at the absolute fundamentals of creating your own authentic video with the tools you already have at hand.

This video above with Peter Bonch is one we recorded, edited, optimized and published inside 20-minutes during the Toronto HUG (HubSpot User Group) session. Video has become ridiculously easy to do yourself. It’s fun. Try it. You have everything you need.

A step-by-step guide to curate great video content

Indulge us for the moment as we put aside the persona and where they are in the buyer journey. Our primary goal is for you to become enthused by how realistic and straightforward it is for you to create a video. Once you have tried it we believe your mind will bustle with ideas.

Authentic video content curation

The above video was created precisely as described here, in less than 20 minutes.

  • A majority of videos are viewed on desktop or smartphones so it doesn’t need to be 1080 broadcast quality
  • A little background ambient noise adds to the atmosphere and relevance
  • Camera movement or speaker informality adds to the credibility

3 simple video questions that work every time

Pose these three questions to the person you are interviewing and don’t give them too much time to prepare. Aim for video length between 30-45 seconds.

  1. Who are you? – Their name and title.
  2. Where are you? – Where are you recording this? It often adds context.
  3. Why is this important? – Where this is the topic, cause or event.


The use of the word this is intentionally unspecific. We have learned something about psychology. If we ask why Inbound, homelessness or healthcare is important they will likely provide us with a predictable answer. By asking why this is important, each person has a subtly different perception of what this means to them. The result is more surprising, insightful and valuable answers. If someone goes too far off topic, you can easily enough ask them to do a second take.

How to curate great video content in 20 minutes

  • 4-minutes to record the video with an iPhone or other smartphone in landscape orientation
  • 1-minute to upload from the smartphone to Mac using AirDrop
  • 1-minute to import into iMovie
  • 2-minutes to add intro-outro and edit the title slide text
  • 5-minutes to insert the video clip and edit to the perfect start and end
  • 2-minutes to detach audio file, tick auto checkbox and adjust percentage setting to remove background noise, then harmonise voice level
  • 30-seconds to add the transitions
  • 1-minute to save file name and export back to your Mac
  • 30-seconds to sign into YouTube/your video platform and select the file to upload
  • 2-minutes to edit video file name, descriptions, thumbnail and tags for your video
  • 1-minute to copy/paste video URL/embed code and paste into the blog post

To export from iMovie recommend choosing a resolution of 720 as this is the resolution of most devices on which people will view the video. Going to higher resolution and best quality increases the file size and upload time unnecessarily.

Taking video content curation from good to great

Our tips above provide you with good quality video. You can elevate to curate great video content by investing time or money with these nine pro tips.

  1. Plan your use of video to where your persona lies in the buyer journey, the goal of the video you are producing and where it will be distributed.
  2. Using two smartphones to capture the same speaker from different angles.
  3. Pay a graphic designer to create a 10-second branded intro, a title slide in your brand colour and a 10-second outro slide. You can use these indefinitely thereafter. Import them into iMovie and insert the video clip in-between.
  4. Add subtitles, especially for a video being amplified through social, where the majority of videos are watched without sound.
  5. Upgrade your kit with an external microphone, a tripod, lighting, DSLR camera.
    Hire a professional videographer.
  6. Upgrade to paid video editing tools such as Final Cut Pro.
  7. Leverage a video platform that allows you to add a customized play button, thumbnail, call-to-action, and powerful analytics.

Video content curation is an evolving subject so come back for future updates on this topic. Both the iPhone and iPad come with a cut-down version of iMovie. However, the consensus is that using a Mac remains the way to go. We will be developing an eBook on how this can be done using different smartphone devices, computer operating systems and video platforms.

Editor’s note:

Special thanks to John Gregory for the post. If you’re headed to INBOUND18 in Boston Sept. 4-7., Make sure to stop by his session on video.

 


This post appeared in its original form on the Opencity Inc Blog.

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