How to Incorporate Video in Your Digital Marketing – Part 2

You know your goals and have chosen the type of video you want to create.  What next?  In part two of our three-part article we’ll discuss how you get your video made.  First off, most of us have the capability to shoot video in our hands all the time, our phone.  You may be able to capture great video yourself, you may even be able to edit it, and that kind of video may have its place (snapchat/Instagram).  However, when you create videos for your company or product, that video represents your brand, thus it’s always important to put your best foot forward.  With that in mind you may want to consider hiring a professional creative video production company.

Creative Video Production companies, remove the middleman and handle everything related to content creation and production under one roof, making for a more focused, seamless.  A creative video production company is works directly with its clients in regards to strategy and messaging guidelines and are also directly responsible for all aspects of video production including: pre-production, production and post production of the video.

Strategy and Messaging

To properly convey your goals and messaging intentions, you’ll need to create what’s known as a ‘creative brief’.   A creative brief is a comprehensive document that contains the parameters agreed to by all internal and external stakeholders on what the objectives are for the video.  These include parameters regarding the appropriate tone, voice and mood and also describe the intended audience for whom the video will be targeted to.   Also this document is also used to brief a writer or creative team as they create the script.  Creativity helps sell, so make sure that you take the creativity aspect seriously, but define clear boundaries and parameters for the creative team.  After the creative brief has been established your team can now move into the video production process.

Aspects of Video Production

The process of video production is capturing images and sound to tell a story. It falls into three distinct phases: pre-production, production, and post-production. A clear understanding of these three phases is essential in creating any type of premium video content.


Pre-production involves developing your ideas and planning. If you want to ensure that your video is a success, this stage can be one of the most crucial phases. It involves research, preparation, scheduling, and budget forecasting and engagement projections.

  • The pre-production phase includes:
  • Identify the goals of the video.
  • Determine your budget.
  • Script writing.
  • Project timeframe and schedule.
  • Equipment and people.
  • Scouting your locations.


Production is when all the ‘action’ occurs. It involves all your pre-production planning coming together. Depending on the scale of your project it can contain many different elements, from setting up lighting, recording voice-overs, providing makeup and costumes and much more. With a professional production crew on set, that’s experienced with the filming and audio process, directing the cast and capturing video from multiple camera angles.


Post-production entails everything after the shoot. Your editing team reviews the video and audio footage, while trying to realign everything according to the script and storyboard. At this juncture is where color grading, motion graphics, music and visual effects are added to the footage.  A professional video production company will use this last stage for quality assurance purposes.

You have a great video produced, now what do you do with it?  In part three of this three part article we’ll discuss the different places to post different types of video content.

Video lets your potential customers see how they can benefit from purchasing your product. It beats any image or written content. If you’re looking for an engaging medium to boost your site’s conversion rates and produce financial returns, using video to sell your product is the solution.  Interested in creating a video campaign?  Contact Blend Today.

Did you miss part 1? Learn the types of videos and how to incorporate them into Your Digital Marketing there.