I’m a girl on the go. I was never one to RTFM, preferring instead to point and shoot cameras or assemble Ikea furniture with nary a direction. This would drive my ever-logical, by-the-books dad crazy because it would often lead to error (and my eventual plea for his help). For better or worse, I never quite shook that leap-before-you-look mentality, and when I was tasked with creating a series of product videos for the company, I leaped with fearless abandon.
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As a product marketer, I’m tasked with bringing the technology team’s work to market—and for me, that means not only translating functions into benefits, but also storifying them to appeal to our customer base.
Product videos are just one of the tactics I use to tell story; in fact, there are a host of other communications and sales collateral our company uses to reach and nurture prospects: overview sheets, product pages, email campaigns, blog posts, and webinars, to name a few. And while they’re different from one another, it’s critical that all these materials stem from a centralized messaging document that has buy-in from sales, marketing, and other key constituents of the go-to-market team, and that they all work together to provide a 360-degree overview of a given product.
My goal with these communications is to appeal to different types of buyers by giving them the right material at the right stage of their cycle, so they’re able to make informed decisions about our products. And while some prospects might prefer a fact sheet, others may want a peek inside the platform itself. That’s where video marketing comes in.
Full article: http://www.skyword.com/contentstandard/marketing/the-marketers-guide-to-producing-product-videos/
Related Article: Video Creating Tool
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