This definition of ‘great video content’ has to be one of the most subjective definitions in existence.
How many times have you heard someone say: “We’ve produced some great video content for our client.”
And then you watch it and shake your head (until it nearly falls off).
Online video content: 10 Key Ingredients
I’m especially skeptical of such claims when they come from advertising and PR people (when they work in isolation).
A video idea on paper is VERY different to a scripted and story-boarded Video is such a fine art, and unless you specialise in video production, I spent at least four hours today trying to find an answer to ‘what is good video content’ (and a hundred other variations).
Unfortunately, as I suspected, this is a VERY subjective topic and probably one of the biggest reasons so many brands (and their advising agencies) get video content wrong more often than not.
Content is the information provided on the site. It is not just text, but music, sound, animation, or video — anything that communicates a sites body of knowledge. Good content should be engaging, relevant, and appropriate for the audience. You can tell it’s been developed for the Web because it’s clear and concise and it works in the medium. Good content takes a stand. It has a voice, a point of view. It may be informative, useful, or funny but it always leaves you wanting more.
original, different, unique.
- Does the content address a specific audience need? Can you describe this need in writing?
- Is the content an exercise in company ego gratification? Or does it serve the audience’s needs?
- Do you speak to the audience in their voice, not yours?
- Does your content encourage a specific audience response?
- Do you communicate in language well suited to the audience’s education, culture, and business context?
- Is your content ethical and truthful? Do you ask the reader to do something that isn’t right? Do you avoid product claims that aren’t supported by fact?
- Have you made the content useful to the audience? Does it make an impact on them?
- Is you content logical? Does each point flow logically to the next?
- Is your content easy to digest? Is it broken down into granular segments?
- Is your content linked to company strategy and business objectives? Does it support where your business is headed or impede its progress?
- First, if your content is for the web, does it adhere to the Nielsen readability guidelines?
- Is it optimized for search engines?
- And finally, whether online or off, do you enjoy reading it? If not, no one else will, either.