Things we know:

• It doesn’t cut it to talk about yourself (did it ever?)
• It’s about the content
• It’s about education and helping customers and prospects
• Social media (and all technology really) are tools

Things I wish I knew:

• What the next big thing will be, so I can prep for it, work around it, or at least be ready to watch it ascend.

Maybe the pace of business has always been faster than is comfortable for some (or all?) involved. But these days, at least in the marketing world, it all changes so fast–with new ideas and concepts and technologies and platforms. I feel like by the time I’ve figured out what the next big thing is, it isn’t anymore.

Anyone else feel the same?

Content is content is content. Whether it is online, for print, or for a podcast or video, someone needs to write it. When it comes to video, only a very few people can produce a good one unrehearsed and improvised. So someone needs to write a script.

The principles for creating a video are similar to that for creating podcasts as discussed in this post on how to energize podcasts.

Thinking about the visual aspect of a video is different than creating any other type of content. Here are a few things to consider as you write a video script.

• Who is the host? Think about how this person or these people will come across on video. Do you want the general feeling to be relaxed? Formal? Something else? Write each part with that particular person’s speaking style in mind, as well as how they will interact. For some folks, you may have to write every single word. For others you may want to plan for some extemporaneous bits (which can be edited out later, if necessary).
• Where does this take place? If you are filming someone to be part of the video (versus just voiceover), the background is important and so is the talent’s relationship to the background. Will they be sitting? Walking and talking? Interacting with others? Think about that as you write content that will involve the talent on screen at the same time as he or she is performing some sort of action. You’ll want the words to match the deed or, at the very least, make sure neither is a distraction.
• Will there be voiceovers? If so, what will be on the screen during the voiceover? If that hasn’t been determined at the time you write the script, imagine what you would like to be there, what works for the content you are writing, and include notations for the B-roll in the script. It might help when it is time to choose the B-roll. Even if it doesn’t figure into the final shot selection, it will be useful to you as you create the script.

These are just a few of the ways to ensure you think about the visual side of what you write for a video script. It is a bit different than writing a piece that will be read, and a fun one at that.

What experiences have you had writing scripts, successful or not so successful?

Hints on how to mine the press for content.

Besides starting from scratch to create new content, don’t forget the other ways to share your expertise:

• Commenting on other blogs or social media
• Finding and sharing informative content created by someone else

Here’s a great article on ways to share content, remembering that Publishing isn’t everything.

Check out this brand new magazine…Chief Content Officer

Available in print and online. I’m looking forward to the arrival in my mailbox of my first issue! (I do so love to read magazines on paper.)

I attended a fascinating talk by Jeff Ansell, media consultant and the author of When the Headline Is You.

He had five tips for dealing with the media for companies in crisis. With apologies to Jeff for the rewording to take the focus away from the crisis situation these are designed for, these are great tips for communicating with your stakeholders at any time.

1. Be accessible.
2. Show them you care.
3. Pay attention to social media.
4. Know that fact will never win over emotion.
5. Commit to action.