We’re stepping into a behind-the-scenes conversation about creating content in-house. As marketers, communicators, or business owners, let’s agree on a given: the absolute necessity of understanding your audience, the objectives of your content, and the integral aspects of strategic content planning. So let’s skip the basics and delve into practical advice that will help drive your in-house video content production forward.

Embrace AI: A New Era of Planning & Development

Usually, when we discuss content planning, we talk about understanding your audience and crafting engaging narratives. Today, let’s focus on an underutilised ally in your planning and development process: Artificial Intelligence (AI).

No, I’m not suggesting you let AI generate your content single-handedly – I didn’t use it to come up with these pieces of advice or to write this script. But AI can be an excellent co-pilot, streamlining and elevating your script writing.

Our role as creatives is the same as it’s always been, creating the ‘why’, not the ‘what’. With AI you simply have a new tool to direct tasks.

If you let AI make the decisions for you, you’re doing it wrong. What you want to use AI for is to streamline and enhance the scriptwriting process.

Take, for example, my writing process. I’m a talker, not a writer, so I use the built-in Google Docs voice-to-text feature which allows my natural voice to flow freely – but the results are not great. The spelling, punctuation and structure is all over the place. But it does allow me to maintain the authenticity of my thoughts. So what I do is take the voice-to-text Google Doc and shape it with a language AI model like Chat GPT, using clear prompts and directions. We’ll follow up with content on this process if people are interested but in short, you need to train the AI model. If you provide a quick summation of what you’re doing, and ask it what it needs to know to better help you achieve that task, it goes a long way. There’s more to it than that and it’s a process of give-and-take. Rubbish in – rubbish out.

Quick recap:

• Leverage AI tools to streamline and improve your script writing
• Your script will be voiced so use your voice when writing
• AI – you only get out what you put in

Your Smartphone: Video Production in your Pocket

When it comes to production, you don’t need a studio full of cutting-edge equipment. Instead, harness the power of the device in your pocket: your smartphone. However, the phone model matters. Aim for the most recent version you can afford, as it’ll come with superior camera quality and features.

I recorded this piece on an iPhone 12 Pro Max. It’s not the latest model, but its front camera still delivers excellent 4K resolution.

Why the front camera, you ask? As someone working from home, it lets me view my framing and utilise a teleprompter app, making sure my message stays on point and my big head is in the right place. One last point, do invest a few quid in a decent microphone because good audio quality goes a long way!

The bottom line here: use the resources at your disposal and leverage the technology you have to deliver a clear and compelling message.

Quick recap:

• Use the smartphone you have at your disposal
• Find a bright and quiet place to record your video
• Use a teleprompter app to keep on script

Post-Production: Don’t Edit Your Life Away

Post-production can be a resource-draining process, but it doesn’t have to be. With episodic, streamlined content, you don’t need a professional editing suite or years of practice. You guessed it: your smartphone does the job just fine (although for fat fingers like mine it takes some getting used to).

My advice is simple: find an editing app that resonates with you and meets your needs, and create a reusable template for your specific content type. For instance, I’ve been using InShot for years, and its simplicity and functionality have stood the test of time. Do be mindful of using decent music – that you have permission to use!

If you’re interested in support creating content, we offer a co-production model over at FoSho CREW where you get to work directly with expert content creators to help with aspects like post-production. All the bells and whistles of professional production at a fraction of the cost.

Quick recap:

• Find an editing app that you like using
• Create a template for your content
• Edit your video to be concise and engaging

Distribution: The Art of Sharing

Now, when it comes to sharing your content, the ‘where’ and the ‘why’ matter as much as the ‘what’. It’s easy to spread yourself too thin across multiple social channels. Instead, focus on one or two that make sense for your business or brand, and tailor your content and messaging accordingly.

A well-rounded plan includes creating a teaser of your main content, drawing audiences to your preferred platform. If you followed us from social, you’ll notice we used a shortened version of this video, designed to pique your interest and lead you to our blog where the full video is. Plus, it means on LinkedIn for example, we can follow up with the longer video in the future as a post or part of a linkedIn article – circular content.

Sharing options in this day and age are wide and varied. Consider separating your content channels into these three types, ‘owned’ like your website and organic social, ‘earned’ like PR and partnerships and ‘paid’ such as boosted posts and ad campaigns. Social media will often swallow your organic posts into oblivion these days so if you want results, you may have to pay or partner… sad, but true.

Quick recap:

• Tailor your messaging for each channel
• Create a shortened version of your video to promote it
• Consider owned (i.e. website, social), earned (i.e. PR, partnerships) and paid (i.e. boosted, campaigns)

SHOOTING FOR SUCCESS: Video Production Training for Brands