Let’s be honest—when someone on the marketing team says, “It’s time to create video content,” it’s easy to feel a little overwhelmed. Do we really need to be on camera? How does this all work? We get it—creating video content can feel like a big undertaking. But with video being one of the most powerful tools in digital marketing today, it’s well worth the effort.

To make the process less intimidating, let’s break it down step-by-step so we can feel confident when it’s time to create.

Step 1: How To Make a Video: Planning for Success

Every great video starts with a plan. Before the cameras roll, we need to define our goals. 

• What do we want this video to achieve?
• Who’s our audience?
• Which platforms will we be publishing to?
• Are we aiming to educate, entertain, or drive action? 

Answering these questions sets the foundation for a successful video.

“The planning stage is crucial—clarifying what the video needs to achieve makes it much easier to decide on the tone, length, and key messages. It’s like building a solid foundation for the rest of the process.” –Lauren Karwoski, Radiant’s Content Strategist

Once we have a clear vision, we’ll draft a script or outline and figure out the logistics, including:

• Where will we shoot the footage?
• What equipment do we need (lighting, mics, speakers, cameras, etc)?
• What props will we need?
• Any visuals or considerations for aesthetics (including wardrobe)?

A little preparation upfront saves us a lot of time later.

Step 2: How to Film a Professional Marketing Video

Now it’s time for the fun part—filming! Whether we’re recording a quick talking-head video or creating something more involved, like a product demo, flexibility is key.

During filming, we might experiment with different angles, tweak the script, or adjust lighting to make sure everything looks polished. It’s all about collaborating to bring the vision to life while keeping the process as smooth as possible.

Step 3: How to Edit Video Content for Marketing Purposes

Once the raw footage is captured, much of the real magic can happen in editing (so don’t be too hard on yourself if you slip up, mispeak or stutter while on camera!). 

The editing stage is where we cut, refine, and enhance the video to make it as engaging as possible. We might add graphics, text overlays, TikTok templates, music, or voiceovers to help bring the story together and encourage engagements.

While editing is often a behind-the-scenes process, we like to stay involved by reviewing drafts to make sure the final product aligns with our goals and brand voice.

Step 4: How to Optimize and Share Your Marketing Video

After editing, it’s time to optimize the video for its big debut. We add titles, descriptions, and tags to make sure the video is easily discoverable online. We also format it properly for the platforms we’ll be sharing it on, like social media, our website, or email campaigns.

Once the video is live, we track performance metrics against our goal – like views, shares, and engagement. This data helps us refine our approach for future videos, ensuring every piece of content continues to improve.

Why Video Content Matters in Marketing Today

We can’t ignore the power of video in today’s digital landscape. From increasing brand awareness to driving conversions, video content consistently outperforms other formats. In fact, studies show that viewers retain 95% of a message when they watch it in a video compared to just 10% when reading it in text. 

By incorporating video into our marketing strategy, we can create more impactful connections with our audience and stay competitive in an ever-changing market.

Tips for On-Camera Success

If being on camera feels intimidating, you’re not alone. But we’ve found that a few simple tips can make a big difference. 

• Dress in solid, neutral colors to avoid distractions
• Maintain good posture
• And, remember to smile! It goes a long way in making the audience feel connected to you. 
• Most importantly, relax and be yourself! Authenticity always shines through on camera.

If you can’t get past the jitters, discuss the video content with your team. You may need to tweak the topic or inclusions so that it feels more authentic and aligned with your expertise. You should be able to go into filming confident that you know what you’re talking about!

Final Thoughts: You Got This

We know creating video content can feel like a big ask, but when we approach it with a clear plan and strong collaboration, the process becomes much smoother—and even fun. Video is one of the most impactful ways to connect with our audience, share our story, and drive results.

Remember, the most effective videos are authentic, engaging, and true to our brand. With the right strategy in place, we can create video content that leaves a lasting impression.

Ready to level up your video strategy? Schedule a Discovery Call with us today!