Classic City Consulting - C Logo

Human Connection: Video Content

By: Chris LaFay on September 20, 2018

Adding video to your content marketing strategy is one of the most popular trends today.  By providing a way for customers to see and hear you, videos are ideal for adding humanity to your brand. They also allow you to tap into something that is inherently true: Business is between people.

The other day, I tuned into the podcast Building a StoryBrand with Donald Miller. His guest, Joey Coleman, was talking about how to stop losing customers. During their discussion, Joey talked about how all businesses sell their products or services. Logically, companies fall into the B2B or B2C buckets. Regardless of which vertical you are in, humans buy from other humans. You start a relationship with an individual, build rapport with them, and then begin a business relationship. Not all sales cycles are that in depth, but the basics are same regardless of your target audience.

In creating videos to represent your brand, one strategy is to keep in mind that the people you are trying to reach are also trying to reach you.

Get Real

Let your customers see the team that they will work with them buying your brand. Show your team talking about what problems you solve and  how they work through them. Don’t get me wrong, there are use cases to use “white board” style videos and animations, but showing your team’s personality and letting them tell their story on camera will literally give your company a face.

Share Stories

Humans connect with stories. Here are two examples of the same story:

Work Overview Our websites are responsive to ensure they fit on all devices. Your new website will also be editable in WordPress which is the number one CMS across the web powering more than 30% of the internet. Click here to learn more.
Work Narrative Amy called us with a seemingly impossible task. Her website was going to be taken down in thirty days and she couldn’t migrate it anywhere. We put our team to work to build her a site that would work on all of her customer’s devices and that she could update herself within her deadline. Do you have an impossible deadline? Get in touch.

The second phrasing is more impactful because you can empathize with Amy’s unrealistic deadline. When a person can see a problem from someone else’s perspective, a connection is made. The is especially true for video. Think about the videos you’ve watched where the host is droning on about “special” features not hiding the fact he is reading a script. You probably can’t remember a specific example, but you know you have been there. On the flip side, you can probably recall where you were and who you were watching an engaging YouTube video with from weeks ago.

Be Selfless

The videos you shoot shouldn’t be about you, your personal successes, and the amazing growth you’ve had.  When content is centered around you, it becomes unsharable and people quickly lose interest.  Don’t be “that guy” who stands on a soap box preaching at people and hoping to draw a crowd of followers.  Instead, focus on your “why” and “how” you serve your customers.  Instead of putting your knowledge behind a paywall (or a $100 consultation), give it away and elevate your influence.  People are drawn to those who truly care.

Now is the time for video. With the droves of people becoming entrepreneurs, each industry is slowly getting crowded with competition.  Dare to be unique and put yourself in the front-and-center of your brand.  Not many people are doing it – and those that are doing it are winning.

Written By:

Chris LaFay

Chris founded CCC after trying to figure out how to have the work-life balance that everyone dreams of. Not only does he get to enjoy designing + implementing websites, he also gets to play with his dog, travel, enjoy family dinners, and keep up with baseball. Check back with Chris for articles on web design, user experience, and project case studies.