We view content not only as lead generation, but also as a requirement for any modern company. An ecosystem of content, both product-focused and not, is an important part of our ecosystem. From educating prospects pre-sales, to creating competitive differentiation, to converting individuals within prospective or current clients into sponsors on behalf of Tellius — content is critical for us.
So how do we put out effective, engaging content for the lowest cost possible?
Planning and Tracking Content
Notion is a critical tool for us that allows us to track and collaborate. We use it across our development, sales, marketing and customer success teams.
For content creation, we have a long queue of content ideas that we have created. We assign these ideas weekly to different owners, who own them throughout the process.
Our video content features two primary types of content: product demos (focused on the product) and use cases (focused on the combination of a unique customer use case and the product).
We publish all of our content to YouTube channel, and link to that content via social media as well as featuring that content in our email campaigns.
The following tools are what we use to create killer videos:
Office Studio Hardware:
-Sony a6000 mirrorless camera
-Razer Kiyo webcam
-Wireless lapel microphones & Blue Yeti microphone
-Green screen on a frame
-LED panel lights
-Parrot teleprompter lens
-Open Broadcast Software (OBS): All of our video is recorded in OBS. It is free recording software that allows you to record and manipulate video while recording. Many streamers use this while streaming.
-OpenShot: Free video editing tool that was the easiest to pick up for me. This will get clunky if you try to get very advanced, but it lets us do simple trims, transitions, sound leveling and more with ease.
-Blender: Free 3D rendering software. We’ve been working on a new intro using Blender that will go at the start of our videos.
-Paint.net: Free image editor. Easy to pick up, handles transparency and layers, which is really useful for creating overlays/graphics that you want to import as PNG into OpenShot.
-Audacity: Free audio editor. Excellent if you record audio separately as we do when shooting in our office studio. You can easily trim, edit and splice audio.
-Pixabay: This one isn’t really software, but is is a fantastic library of free stock footage & video clips. Great to use during transitions or longer voiceovers.
A few tips:
-Your video is only as good as your script. It is hard to ad-lib videos. Use a script, and set it up using an old phone with a free app like Parrot Propter.
-While recording videos, don’t be afraid to pause and take a breath because…
-Modern videos use lots of cuts, and move the focus around the screen. Use OpenShot’s Location and Zoom functionality to achieve this effect.
-Lighting: to properly achieve a smooth chroma key (transparency) effect with your green screen, you need to light the backdrop evenly. Spend time perfecting your backlight.
Written content is easier than video content. There’s less technical skill required, but there is a reason that video is more effective: your audience’s attention span.
The rule of thumb is: if your audience cares about it, they’re more likely to read it. If they care less, they still might watch a video about it. This is why I’m writing this guide — there’s definitely an audience who will read this!
Tools we use to create written content:
-Google Docs: We use Google Docs to create a first draft with lots of collaboration. The responsible writer will create a topic, thesis, draft outline and a first draft. Collaborators will make suggestions using comments and Suggestions mode (both are great features).
-Unsplash: Professional looking pictures can make your piece seem, well, more professional. This is a great resource for good looking stock photos.
-Canva: This is a great online graphic editor with a ton of prebuilt templates. It is very easy to learn, and you can create professional looking images that can augment your written work.
With content creation, you are truly a small fish in a big ocean. Audiences today value authenticity and truth. Make your content useful, focus on your audience, and you might be surprised at who you attract.