Effectively Developing Video Content Marketing

Companies that are looking to effectively develop their video content marketing campaigns might think that simply using their phone’s camera can be sufficient since phone cameras have evolved plenty in the last decade. However, this isn’t quite the case.

When it comes to producing polished, detailed marketing content, filming on the fly with a phone camera isn’t enough. To maintain a high-quality standard, companies need to use specialized filming equipment and should invest in the right gear.

Companies also have to make strategic, data-driven choices about their video content and should learn the details of developing video content before they can make their campaigns.


It’s important for companies to invest in the right gear instead of the best possible gear they can find. The type of video equipment a company needs will depend on whether the company decides to record on its own video or work with a professional team.

However, some of the basic filming equipment that companies need is a prompter and a stand to display the script. Companies also need a tripod to steady the camera when filming.

They also need headphones to block out background noise, a wireless microphone to minimize the background noise and ensure that the voices in the recording are clear, and an external camera monitor to look at what the camera captures during filming.

They will need extra cords and batteries for all the gear that’s being used. That way, companies can have additional equipment in case any important cables or batteries are left behind.

Strategic Choices

To create a piece of video content between 30 seconds and six minutes long, companies have to invest about 40 hours of work. 

A lot of work goes into planning and preparing the video, as well as into re-shooting any scenes that didn’t work the first time around.

It’s important to remember that all video content should be based on what the audience wants to see, and this info should be found through the data that the company collects from consumers.

That means companies have to keep track of the retention rates for every video they share, which simply shows the number of people that watch the video until the end.

Companies also have to keep track of the responses they get from their video content, including the likes, shares, and comments. This will help them get an idea of what their audience wants to see from their video content.

Video content details

There are plenty of small yet important details that companies need to check before filming. One of these details is making sure there are no background noises getting caught on the voice recording.

Everyone that’s in the building where the video is being filmed should be notified beforehand so that they don’t make too much noise during filming.

While filming, the temperature can easily rise because of all the lights. Instead of making everyone stop during a scene, the company should make sure that there’s air conditioning, as well as check that all of the equipment is working properly and that everything is in focus before filming starts.

For example take a look at a recent video produced by my NY based PR Agency, 5WPR:

Matthew Caiola serves as Co-CEO at 5W Public Relations, managing the overall growth, direction and day-to-day business of the Corporate & Technology Communications Divisions and Digital Marketing.

With more than 17 years of PR experience, Matthew leads teams in launching and building high-growth tech companies, disrupting industries, building global brand resonance through thought leadership, C-Suite profiling, and speakers’ programs, as well as crisis communications across a variety of industries.