Discussion point image - attendees at a conference

Video is arguably the future of content marketing. 

Within the next year, Cisco predicts video will account for 69 percent of all consumer internet traffic. YouTube has more than a billion users that watch hundreds of millions of hours and generate billions of video, the company reports

Video is clearly a growing source of both information and entertainment, and marketers have taken notice, with good reason. Video marketing has some of the highest engagement levels, according to HubSpot, the Cambridge, Mass.-based inbound marketing and sales platform.

But how can marketers create engaging video?

CMSWire caught up with three attendees at the Gilbane Digital Content Conference in Boston last week for tips and strategies.

The Question

What’s one tip for creating amazing videos?

The Answers

Linda Alila, Project Manager, Cohesion

Linda Alila
Linda Alila

Alila is an associate project manager in the Cohesion's Boston office, which specializes in educational content development and publishing services. An editor/proofreader, she specializes in academic writing, including theses, dissertations, essays and book manuscripts. She also has research experience. Tweet to Linda Alila.

Hook them in. People won’t remember what you said or what you did, but they will remember how you made them feel. You have to have a sense of story. You watch a viral video, there’s usually some sort of story: a beginning, middle and end. 

Someone slips on a banana peel or a guy in a New York subway happens to break out in a split, and everyone starts laughing. That’s a 1-2 punch already — you have the element of surprise and a story. Someone’s on a subway, breaks into a split and people laugh. That’s the story. People are engaged emotionally. 

Bruce Hecht, Engineer, Analog Devices

Bruce Hecht
Bruce Hecht

Hecht is a designer of sensors and signal processing systems for instrumentation and healthcare with 20 years experience in launching new products and technologies. He is currently leading the New Product Design Quality initiative at Analog Devices, a Norwood, Mass.-based company that creates analog, mixed-signal and digital signal processing (DSP) integrated circuits (ICs) used in electronic equipment. 
He is also an Advanced Study Program Fellow at MIT in the areas of Engineering, Entrepreneurship and Innovation in Healthcare and Systems Design. Tweet to Bruce Hecht.

Set the stage with the message you want to give, depending on who you’re trying to reach just like you would design the story. You should also define the structure in how you’re delivering your message. 

In our case we think about audiences that are both in the room and outside the room. We make it an interplay of both audiences. With an audience that’s in the room, it’s easier for some people to speak like they’re talking to somebody and not just to a camera. Some people can do just that — talk into a camera. 

Adam Houser, AVP & Manager, FM Global

Adam Houser
Adam Houser

Houser is an assistant VP and manager at FM Global, a Johnston, R.I.-based insurance company. He has technical experience in the web and multimedia, publishing, software and insurance-related fields, as well as experience with planning and implementing enterprise translation and terminology management solutions and consulting on best practices in globalization and information management. Connect with Adam Houser.

Consider the global aspect of video and whether you choose to create that same experience in another language or another culture.

Most companies tend to go for the subpar experience. They produce a nice video for North America. And they provide subtitles or voiceovers or do a synching and voiceover. 

When you start going down that route it starts reducing the effectiveness of the customer experience of that video. And to some point it could hurt your brand. You have to weigh how you approach video and always think about planning how you’re going to launch that video. 

If you really must have a video strategy for your core markets, maybe that means you’re just producing video for your core market and not necessarily doing the same for others.