It’s the generation of YouTube, of inexpensive digital camcorders, of less reading and more watching. Put all three together and you’ve got a new platform for industrial marketing: video.

More and more industrial marketers are developing video content as part of their marketing content strategy. From client testimonials and event promotions to executive interviews and technical tips/instructions, video can provide a rewarding viewer experience and help promote your brand. Even the staid press release can come alive with video. According to Steve Garfield, video expert and author of the book “Get Seen,” journalists often won’t pay attention to printed press releases, but they’re looking for video to use and don’t have time to produce it themselves.

In addition, inexpensive “casual” video is replacing costly, highly-produced videos, allowing almost any industrial marketer with a camcorder and a good idea to produce effective marketing content.

Got camera in hand? Follow these tips to produce marketing videos that your target audience will want to watch.

Plan, but not too much—Fully scripted videos can come off as stilted and flat, but you should still do some planning before filming. For example, develop a list of questions for an interview, draft talking points for a speaker, or create a high-level outline of the story you want to tell and the people who will be in your video. Then allow for some spontaneous action and dialogue during the filming session. This will give your video more of a human element and bring out the personalities of the people in it.

Keep it short—Studies show viewer drop off increases after just 1.5 to 2 minutes, so if your video is longer than that, your subject and speakers better be really compelling. Any video longer than 3-4 minutes is probably covering too much territory and not focused enough. Consider segmenting a long video into separate, shorter videos. Sad but true: people have short attention spans.

Adhere to some basic production values—Lighting is the most important: be sure to film in a bright room. Sound is next on the list: ensure that your camera microphone is good enough to capture quality sound when people are speaking. Be aware of the background; don’t let it command more attention than your subjects. Vary your shots of people talking: do some close ups and some distance shots to provide visual interest. Film in a couple of different locations: office, lobby, in front of a computer. Intersperse shots of people with products (especially being used) or building exteriors or event locations.

Use free video editing software—Most new computers come with free video editing software. You can add titles and captions, music, and transitions to your videos. You can also edit out parts of the video you don’t want to use. Spend an hour or two with the editing software and you can increase the quality and interest of your video.

Market Your Videos
Creating videos is a great idea, but you have to make sure you audience can find and view them. Here are ways to get your industrial marketing videos noticed:

• Post videos on your Web site and/or upload them to YouTube and provide links from your Web site.
• Use relevant keywords in the title of your video. YouTube also allows you to add a description and keywords. This can help with search engine optimization.
• Promote videos in your e-newsletters and on your company page on GlobalSpec.
• Use social media to promote your videos: Tweet about them, add them to your company’s Facebook page.
• Offer relevant case study or press release videos to journalists and editors in your industry.


  1. Video is a great way to get your company’s message across. Every company should have a minimum of five marketing vehicles (i.e. print, video, website, blog,trade show, etc.)with which to communicate with customers and prospects. Still, all of it requires well-written, professional copy.

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