Entrepreneurship

Content Creation: Videography

Videos put humans in a trance. They capture attention through movement and provoke a wide range of emotion. Those who activate video within their marketing efforts invite viewers to see, hear, and feel their message in a powerful way that makes the audience part of their story.

Like photography, smartphones are an easy way to start creating video. On your phone or with any other camera, here are a few simple techniques to keep in mind.

Orientation – If the audience will only be watching the video from their phones, a vertical orientation is fine. If you want more freedom to use the content in other ways, it’s best to use a horizontal orientation.

Stability – Eliminating jagged movement makes video more enjoyable to watch. It can feel cold to capture, but let the scene play out while the camera is stationary. If movement is required, don’t expect ultra smooth video from a handheld device. Internal stabilization helps and you may be able to get by using stabilization features in video editing software, but motorized gimbals, mounts, and tripods make it easier to be smooth with the raw footage. Stabilized video looks sharp, but also provides added flexibility. For instance, a few panned photos will be less noticeable when combined with smooth video. This can help fill in gaps to bring a story together.

Resolution – When it comes to resolution, you can always shrink high resolution down, but not the other way around. Consider shooting in higher resolutions to have more options with the footage.

Even with so much power packed into a smartphone, relying on one device is limiting. When you realize the value of video, do yourself a favor and invest in a dedicated video camera. Video cameras are fun to use with features built to deliver specific results. High-end video cameras are great and can capture amazing footage when used correctly. Unless video production is a part of your business, pricey equipment may be overkill. Lower priced options can also capture magic and are less risky to use. A good first purchase that will only set you back a few hundred bucks is an action camera with a handheld tripod. These small cameras are easy to use, capture sharp footage, and offer additional mounts to explore unique angles. Most important, the versatility and durability makes these small cameras less intimidating.

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The only trick to an action camera? A habit of using it.

Another cinematic angle that adds intrigue to any story is aerial video and photography. In the past, aerial views required expensive aircraft and professional equipment. With consumer drones, capturing high-quality aerial footage is easier than ever. With the proper licenses and little practice, anyone can rule the sky.

No matter what equipment is used, the effectiveness of video comes down to an ability to deliver something enjoyable to watch. Once video is shot, the real work begins. Anyone can shoot video, but it takes practice to capture shots that tell a story while evoking an emotional viewing experience. Organizing, editing, and stitching clips into a concise, brand-boosting video is a valuable art form that takes serious time and perpetual learning.

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Along with a deeper dive into videography, the endless debate between polished video versus live, raw video rages on in the Marketing chapter of YDNTB.

As you evolve your craft, remember that a great video is not about conveying every detail. It’s about delivering an atmosphere where viewers can emotionally feel the story being told. Make your marketing videos concise, enjoyable to watch, and rewarding to share. When videos stir up a combination of emotions that convey a consistent message in contrasting ways, your marketing becomes mesmerizing.

UP NEXT: Skill #4 – Graphic Design

By Ben McDougal, ago

Content Creation

Over the next few weeks, we’ll explore six multimedia marketing skills to make students, entrepreneurs, side hustlers, and intrapreneurs dangerous.

Skill #1 – Writing
Skill #2 – Photography
Skill #3 – Videography
Skill #4 – Graphic Design
Skill #5 – Creativity
Skill #6 – Organization

Before we begin this series, which can also be found in You Don’t Need This Book, let’s start by examining the impact of content creation. When it comes to marketing, content is the currency used to earn attention. As attention is earned, content becomes the instrument to share stories with people who care.

Telling your story is easy, but doing so without becoming too self-serving takes practice. If your voice always sounds the same, it will pave a one-way street. Instead of always pushing content, curiously pull from your audience. Be inversely charismatic and socratic by asking sincere questions and leaning into motivational interviewing habits. Actively listen and interact within these absorbing conversations.

Don’t be afraid to spread the word, but limit your storytelling until it flows into the discussion. When your stories add value within the context of an existing conversation, your narrative will be more appetizing.

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Listening, sharing, and learning from stories is how humans communicate, work together, and evolve. When applied to marketing, the narratives we share connect us to people who help us succeed.

In the information age, content is available and consumed in infinite ways. This makes attention scarce, so stories wrapped around remarkable work becomes more important. Consistency is huge, but adjust content for environments that work in your industry. Aligned, yet diversified content will optimize how the world hears your story. Formulating a combination of text, graphics, photos, audio, and video will give you an edge. Consider what content gets noticed and compare that to how hard it is to produce. No matter where content lives, make it clear why consumers should care.

As content creation continues, encourage organic engagement that can translate into repeatable conversions. In the connected era, the easiest way to do this is online. The nice thing about digital content is that it’s used in so many ways, yet it’s the easiest to create. Even if it’s taking small steps at first, it’s worth learning how to create your own content. Multimedia marketers can forge content that is quick to digest and made to share. This allows ideas to spread. You win if people share your story, so let’s make it easy.

UP NEXT: Skill #1 – Writing

By Ben McDougal, ago

Slow & Fast

“Slow is smooth, and smooth is fast.” -Kerty Levy

This tweetable thought randomly emerged over coffee today. It’s interesting how philosophies on life, wealth, and happiness evolve from entrepreneurial endeavors.

Perhaps it’s the personal nature of building your own business that causes such reflections? It might be the transformative skill of verbalizing your thoughts and ideas with others? Maybe it’s less about business and more like a beautiful side effect of mindfully aging?

The reason(s) and frequency at which you allow yourself to explore big ideas surely depends on the environment, people you interact with, and knowledge you pursue.

This makes me thankful for my own entrepreneurial experiences, but more important, the immeasurable blessing it can be to expand our minds by plugging into startup communities and entrepreneurial ecosystems. A willingness to show up and the trust built through such generosity has allowed me to become apart of so many other founder stories. As I mention throughout YDNTB, consistent action over the long run is required, but the remarkable insight we pick up along the way can provide a path toward true understanding for anyone, on almost any front. As we support entrepreneurs through the art of connection, the invitation to have more diverse discussions is unlocked more often. Whether it’s strategic, tactical or philosophical, what a gift this can become.

Along with stimulating conversations with agreeable people in a support network, it’s important to weave in perspectives from a challenge network. This is a group of disagreeable people we trust to point out blind spots, which helps us overcome our weaknesses with critical feedback we may not want, but need. Curious interactions within a challenge network also unlocks humbling opportunities to be wrong. This helps us avoid misguided confidence through intellectual humility, and brings us closer to the truth.

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Smart people change their mind all the time. Find joy in discovering you were wrong. You’re now less wrong than before, and when we admit it, we’re not less competent, we’re being honest and displaying a willingness to learn.

By Ben McDougal, ago

Show Up

Surrounding yourself with fellow students, entrepreneurs, and intrapreneurs will keep you motivated. The goal is to find a balanced collection of community events. Commit to those who complement your life while seeking out new groups that make you nervous. This combination will connect you with people who can support, but also expand, your world.

Once you lock in on a few groups that can push you to be your best, show up. It sounds easy, but consistently showing up takes dedication. When we commit to showing up, we are being generous with our time, and generosity leads to trust. As trust surges, more meaningful interactions occur. This will increase the value you give and get from the community, which makes it easier to show up.

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Whether it’s a tribe you trust or a brand new experience, don’t waste your time by attending an event just to say you were there.

When you arrive, say hello to everyone you know. After catching up, shift the focus to meeting new people. For a jump-start, ask a friend to introduce you to someone you don’t know. If that’s not an option, go mix it up alone.

Be bold enough to enter existing conversations without an invitation. One way to do this in style is find a small group of people talking. Wait until you’re noticed, then casually say, “Hey, folks, whatcha chattin’ about?” Be respectful and prepare to expand on whatever they’re talking about. The group will soon want to know why you decided to join their conversation. It’s tempting to use this moment to talk about yourself.

Instead, surprise them by not trying to take over the conversation. Ask a question or share an intriguing thought that relates to the current discussion. The objective is to deflect the focus back toward the group. This deflection will weave you into the fabric of the discussion. You’ve now become a part of the group’s conversation. This will provide a chance to share your story with a more natural flow. Even as you explain your work, remind yourself that everyone loves talking about themselves. By letting them do so, you’ll be less as an intruder and more of interested addition to any discussion.

Perhaps you’re in a group and someone decides to join you? Be quick to expand the circle and compliment their initiative. Get curious and allow your inclusive vibe to create yet another new connection.

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Saying “yes” leads to more adventure, as the universe rewards our ambition.

By Ben McDougal, ago

#1 DAD

Little startups that pay in love are a blank canvas that comes to life through you.

By nature, parents want to provide the means for children to go beyond their potential. As entrepreneurs, when we see the best of ourselves in someone we care so much about, a sense of renewed purpose often emerges. To celebrate Father’s Day, here are a three parenting tactics I’ve found especially interesting.

You’ve Got Mail

Secure an email for your little one, then use this communication channel to write to them as they grow up. Whether you start writing before they are born or begin this practice later in their life, imagine what a gift an inbox full of thoughtful updates will be in the future! This new email can be shared with family and used for future account setup if you want, but at a minimum, you will have created a personalized time machine.

Along with all the sentimental content you’ll deliver someday, your kids will appreciate having a solid address to use as their primary email someday. Such a preferred email address may not be available years from now, so I’d suggest securing something they can use long after childhood. For example, [email protected] is a safe place to start and while you’re at it? Perhaps it’s a good time to register a domain in case they ever want to build on their name.com.

They Grow Up

Similar to how death can inspire us to live, recognizing that kids will grow up, reminds us to enjoy everything about each moment. Everyone tells us to cherish the simple joys of life, but it may be worth getting a little extra creative. One way to enhance your family’s ability to relive memorable moments, is by using multimedia marketing skills to tell family stories in a way that makes memories easier and more fun to revisit. Most people have an endless collection of photos/video on their smartphone, but scrolling around a digital device doesn’t translate into something a group can enjoy together. As we all know, it’s easy for good things to get lost when there’s so much noise as well.

Your future self will thank you when you spend the extra effort to organize content outside of the latest social media platform. This attentive, pro-active organization will also make relics easier to craft. Whether it’s a photo slideshow you put together each year, a fun collection of audio recordings, something printed that sits on the shelf, or a video edit that highlights your adventures, the time spent compiling these legacy projects will rarely feel wasted.

Avoid Routine

“Time flies” and “they grow up so fast” is accurate, but I’m convinced that avoiding routine may slow down time. The freedom to be spontaneous is a privilege and everyone will define such freedom differently, but a proven path to explore such a reality is entrepreneurship. Boundless hard work, dedication, and resiliency are what it takes, but our own suffering provides a stronger sense of purpose and the chance to enjoy more treasured time doing things that make us happy.

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What’s your go-to parenting tip? Share it as a comment or hit me up!

The time and energy family life requires is immeasurable, but as the love from your kids somehow unlocks more hours in the day, new perspectives form and fresh motivation is released. Perhaps a reward for parents who lead by example is the opportunity to share everything with those who matter most.

By Ben McDougal, ago