You've made the decision: you're ready to add video to your marketing strategy. Now comes the next part: developing the storyline for your marketing video(s). You basically have two options.
Option 1 is to have Yellow Wood Media Solutions do a vast majority of the leg work and come up with the storyline for you. With my background is journalism and passion for telling impactful stories, I can help you and your organization through this process quite smoothly.
Option 2 is to come up with the storyline yourself and just have Yellow Wood Media Solutions (or another video company) do the video shoot and edit the video into the storyline you have already pre-determined.
If you decide to go with option 1, here are a few of the things I'll be keeping in mind as I craft your storyline. If you decide to go with option 2, these are the things you should be keeping in mind through your storyline creation process.
1) SET A GOAL
You should set an overarching goal that you want to accomplish with your video. This will serve as a reference point in each of your following steps and help guide you through the production process to keep all parties on the same page.
2) TELL ONE STORY
Keep it simple. Don't try telling multiple stories or try hitting multiple angles of a story in the same video. If you have a person with an amazing success story that has various angles you could take, consider making multiple videos, each with a different angle and goal, rather than one video.
3) BE THOUGHT-PROVOKING AND CREATIVE
Whether you're saying the same thing other people have said or you're saying something completely new, try finding a unique way to say it! While this isn't a video, it is one of my favorite examples of a simple idea that has been said thousands of times being said in a though-provoking and creative way.
4) GRAB YOUR AUDIENCE'S ATTENTION AND HOLD IT
You have about 10 seconds or less to capture your audience's attention. Because of that, your marketing video can't have the same story pyramid you were taught through school and that you see played out in books and movies. Instead, your storyline has to look more like this.
Your storyline has to capture the audience's attention by starting at a high point then hold it by moving quickly through the entire video. Never assume the audience will continue watching through a soft spot just to see the end.
5) INSPIRE YOUR AUDIENCE TO ACTION
The conclusion of your story should drive your audience to action, so make the ending meaningful and powerful. Here's part of my secret, which I suppose is no longer a secret: When I do a video interview and craft a story around it, I usually take the most powerful thing a person said in relation to the video's goal or topic and put that quote at the end of the video.
If you haven't made up your mind about whether or not you should use video to tell your organization's stories, check out this short video about why video is such an amazing tool to use to tell heart-felt, impactful stories.