There’s no question that video is an increasingly important digital marketing tactic. Humans are visual creatures by nature and, when done right, video allows brands to tell their story and create meaningful, emotional connections with their audience.
For California-based Jordan Vineyard and Winery, video content has become a central piece of their marketing strategy. Lisa Mattson, Director of Marketing & Communications, shared how they’re winning at video during her Content Marketing World session “How Jordan Winery Crushed Content Marketing With a Video-Centered Strategy.”
For a little background, Jordan Vineyard and Winery has been around since the early 1970s, and until Mattson came on board, they’re marketing strategy hadn’t changed in more than 40 years.
“Even the finest wine has a shelf life,” Mattson said in reference to a brand’s image and personality. “You have to innovate.”
But before you get started with video content, Mattson said you need to answer some critical questions if you want your venture to be successful. Below I outline some of the key questions you need to consider.
#1 – Do you have the upper management support?
This one’s pretty simple. The success of any of your marketing initiatives, especially if you’re looking to add a new tactic like video to the mix, depends on getting buy-in from the top. When the leaders at the top support what you do and are excited about it, that trickles down.
#2 – Are you willing to embed yourself in other departments?
In order to create dynamic video content, you’re going to need to lean on folks in multiple departments. Not only are your colleagues going to be a source of inspiration for the type of content you create, but they may need to actually participate in the filming.
#3 – Are your spokespersons comfortable on camera?
Quite obviously, anyone you put on camera needs to feel comfortable there. If they aren’t, that discomfort will be obvious to your audience and turn them off.
#4 – Are you prepared for resistance from co-workers?
As mentioned above, you’re going to have to work with several people from several departments to create awesome video content. But video is time consuming. And your colleagues are busy and this will add more to their already full plate. As a result, you need to be prepared to be met with some resistance, and have a plan to help you work around it.
#5 – What are the best video stories to tell?
At the end of the day, you’re creating video to help tell…
