What It Takes to Make Effective Content

All marketing, including corporate video production, is about influencing human behavior. By understanding the psychological principles that drive decision-making, you can create content that resonates more deeply with your audience. Of course, videos should look professional and feature eye catching visuals, but many creators believe that their job stops there. Making content that produces a return on your investment demands an approach that goes beyond aesthetics; it's about creating material that speak directly to the viewer's subconscious.

Understanding What Your Business Actually Needs

1. Initial Consultation: Creating effective videos involves first understanding where your business is positioned, what you have tried in the past, who your consumers are, and how to speak to them. A good videographer should know what questions to ask in order to understand all of these intricate aspects of your business. After all, how can one solve a problem when they don’t know the variables?

2. Research: A good creative should analyze the target audience's preferences, behaviors, and pain points to understand how to make content that resonates with them. They should also conduct research to understand your industry, competitors, and market trends. This helps tailor the video to stand out and be effective.

Creating Meaningful Connections

3. Building Trust and Credibility: High quality content signals that your business puts effort into it’s customers experience, but this is not enough on its own. Content that is consistent, cohesive, relatable, and showcases social proof helps establish trust. Consistent and cohesive branding creates an environment where your audience knows what to expect. This is important because people trust things that fall in line with their expectations, and are typically averse towards unpredictability and uncertainty. Regarding social proof, just think about how many times you pick a show on Netflix based on the “most popular” category.

4. Engaging Emotions: Humans are emotional creatures, and emotions often drive decisions more than logic. Effective content taps into these emotions through storytelling, relatable scenarios, and visual elements that evoke feelings of comedy, security, excitement, or urgency in the viewer. (to name a few). Utilizing content professionals who know how to leverage emotion in your video projects is crucial.

Making Content Memorable

5. Simplifying Complexity: In a world inundated with information, simplicity is powerful.. Working with a videographer that can point out potentially over-complicated topics, and can make use of visuals to help simplify complex topics can go a long way in improving the effectiveness of your video project.

6. Storytelling: Stories evoke emotions, and emotional experiences are more likely to be remembered. When we hear stories, we relate them to ourselves and our experience subconciously, which helps us identify with the content and thus remember it. When we connect emotionally with a story, it leaves a lasting impression.

7. Encouraging Action: Effective content doesn't just inform; it prompts the viewer to take action. Techniques like using strong calls to action, creating a sense of urgency, and leveraging social proof can motivate viewers to engage further, whether that means making a purchase, signing up for a service, or sharing the content. This goes beyond just saying “follow my page” in your videos. For example, a more effective approach here would simply be telling the audience that “20 local businesses followed my page last month.” This approach leverages social proof, and show’s the viewer that others found their content valuable, prompting them to think that they should as well.

Beyond Aesthetics

In essence, effective professional content is about more than just looking good. It's about understanding the psychological underpinnings of human behavior and using that knowledge to create content that not only captures attention but also builds trust, evokes emotion, and drives action. By partnering with professionals who understand these dynamics, you ensure that your marketing efforts are not just aesthetically pleasing but also strategically powerful, leading to better engagement and results.