I have just started a new ‘explainer video’ project with a very demanding client. They have strong thoughts on their corporate identity, messaging, target market and at the same time they have totally surrendered to my process in producing this video. The client is me!
You see, it occurred to me so very recently when I was making the ‘tips on post virus marketing’ video that although I produce frequent ‘demo reels’ showing a brief highlight edit of my recent work, I don’t actually have an ‘explainer’ - the one piece of content I boldly tell anyone who will listen they MUST have. The single most important piece of content on a website, and in some cases, the sole reason for having a website in the first place. Over the past few years it’s become crystal clear to me that producing these videos is my primary specialty. Whilst I do many other styles of work pertaining to a camera or computer production, it’s this curious part-documentary-part-advertisement format that hits every spot for me. Cinematic capture meets character meets compelling story.
Yet I didn’t have one.
So as I go through the same process I take with my clients, I thought I could achieve information efficiency by doing ‘behind the scenes’ posts to show what that process is, and at the same time create a workbook or guide for those thinking of starting a project, or have already.
I promise, this won’t hurt a bit
Most clients I have worked with can quickly tell me what they do. Some struggle a little in reducing that to a short sentence. More find it harder to come up with a 3 minute eloquent and compelling description that covers all of the crucial details, omits the superfluous, and leaves the listener ready to take the next step. No shame in that - it’s not easy, and in most cases, not something that can be effectively done without guidance.
The first step in the process is Keywording your business. Relates equally to a product, brand, campaign, event, or to be totally honest - any video or photographic project.
The concept is simple - generate 6 #keywords that capture the crucial elements. The number is important - by limiting the number it forces you to make some difficult choices. And once completed, they serve as a roadmap for every post you make, every piece of corporate communication or interview. Like a politician’s talking points - the way that no matter what you ask them they turn it around to their subject of the day. Important to note that the aim isn’t to use every keyword in every post…. but at least one. And content with some longevity, like an explainer video, has to cover every one. Second thing to note is that the keywords never have to be public - you use them to focus your messaging, but not to publish in their own right.
I don’t have a template for keywording, as every business or industry is different, but there’s some commonality. By way of real life example, I’ll show you mine…..
(side note: Interestingly the process for me was a beneficial as clients tell me it is for them!! I had these words mostly mentally compiled. But having to commit to them, and limit the number gave me a clarity I wasn’t expecting.)
#videoproduction - yes it’s obvious, but thats the point. A cafe should have #cafe as part of their keywords.
#photography - yes, seemingly obvious too, but here’s the thing - I had to think hard about whether to include it, or just concentrate on the video side of the business. Truth is i LOVE doing them both, but they are very different disciplines. About 40% of my work is client photography. This process forced me to accurately define my priorities, and yes photography is most definitely there. A different tool to tell a different part of the story. Plus, there’s absolute value to clients who can get a suite of professional images at a better rate because they were taken during a video filming shoot (no extra travel etc)
#northeastvictoria - geography is important for my business. Tourism, and businesses relying on tourism (not the use of present tense and not a possibly more depressingly accurate past tense. Ever the optimist!!) are a huge part of where i work. Including it means that any landscapes I shoot, or geography based filming is certain to be telling the right message about whats important to my business. And that I’m as connected to the region as my clients. I love where I live. Geography isn’t always a decent keyword, but often it is. Maybe even more than one word if for example you work in a thriving suburb, say #Manly, but also need to connect with the larger #northernbeaches. Case by case.
#storyfirst - there it is. the first of the killer, ‘define your existence in a word’ keywords. I couldn’t have generated this keyword 2 years ago - it wasn’t clear enough. But now, having specialised in the ‘why’ behind the ‘what’, the emotional element, the struggle not just the cliched ‘journey’…… it is totally tattoo worthy. Even though I’m not a wedding filmer per se, I’m totally comfortable in that setting having filmed on others productions before. And as a musician I have played at dozens of weddings in just about every venue in this region. And I’ve seen it all - the daggy shorts and tee shirt video dude, through to the team of hollywood hopefuls directing their masterpiece (if only the guests weren’t in the way) and everything in between. So when I was asked to film a wedding recently it was because of this commitment to the deeper story that appealed to the couple. And the result was fantastic - I think everyone who saw it felt they knew a little more about the couple as a result, even though they might have known them for years. So, yes, story first for me. (And I wore a suit, in case you were wondering!)
#smallbusinessexperience - We are all unique and have our own history. For me, being self employed for the last 25+ years really means I have a quarter century of experience in self promotion. Pre and post internet. virtual people as well as real ones !! Its a keyword because this experience is fundamental to my motivations.
#environment - this relates to a deeper part of the Supergoat offering. By committing to to as a keyword I am saying to myself that I’ll favour work that somehow furthers environmental causes, and potentially reject jobs that cross a line, for me. It’s unlikely, say, that you’ll be seeing my logo on any Adani promotions.
#garden - whoa! What? This is me acknowledging that our history of garden oriented activities is fundamental to what I am about as a business. A huge kitchen garden throughout our cafe days, a garden based youtube channel, and a gobsmakingly endless amount of beauty everytime I am outside. Macro shots, landscapes, cinematic tours….. garden is my word to capture my connection to the beauty in the natural environment. It doesn’t mean I can’t post about an industrial project with zero garden component, because the other keywords will fit there.
So, there they are. Of course, they can be changed or modified at any time since they are just for in house use. But be warned - marketing at this level is sticky. After a time of posting with keyword related posts people remember. They build a picture of what you’re about, just like you want them to. So you might find changing a keyword because it no long fits your new direction might take a while to propagate in the minds of the public.
(test me - read/watch my posts. do they hit some/all of the keywords? if my past posts have been on track, the keywords shouldn’t be a surprise. I think there’s a few areas I haven’t touched on much, which I’ll rectify in the future.)
With virus lockdowns totally reshaping many businesses, i’m offering #keywording consultations to help generate a set of relevant #keywords. Maybe the same as they always would have been, or maybe there’s some new ones as the ‘pivots’ and ‘'new normals’ become entrenched. email paul@supergoatmedia.com.au for details.