A video podcast can power your company’s entire content marketing strategy.
But I see B2B tech companies struggle over & over again with their video podcast setup.
A subpar setup can have a negative impact on several things:
Terrible First Impression: In the tech world, where innovation and professionalism are key, a low-quality video can instantly tarnish your brand’s image. Your audience might question, “If they can’t get their video right, can they get their tech right?”
Lost Engagement: Grainy visuals, poor lighting, or choppy audio can distract viewers. Instead of focusing on your content, they’re noticing the shadows on your face or straining to hear muffled voices. And when you post on LinkedIn, you might only get one shot to grab their attention.
Reduced Credibility: For B2B tech companies, establishing trust is crucial. A lackluster setup can make viewers question the authenticity and expertise of the host. If it seems like you didn’t invest in your own presentation, how invested are you in other areas?
Technical Glitches: Beyond just looking unprofessional, a poor setup can lead to technical issues. Imagine discussing a groundbreaking tech solution and suddenly your audio cuts out or the video freezes. It’s not just embarrassing; it can disrupt the flow of information.
Limited Reach: High-quality content gets shared. But if your video podcast looks amateurish, even if the content is gold, viewers might hesitate to share it with their network. That means fewer eyes on your content and missed opportunities for growth.
So, while it might seem like just a “video setup,” it’s so much more.
It’s about your brand, your message, and the value you bring to the table.
And that’s why we decided to produce On Camera On Brand — a show that helps marketing professionals look great on camera.
In this article, we’ll cover:
- The concept of On Camera On Brand
- The journey of launching the show
- The unique angle of the show
- The impact of the first ten episodes of On Camera On Brand
Lights, Camera, Action: The Concept Behind On Camera On Brand
- Equipment Setup: Many professionals lack the knowledge to do a professional video setup. This can lead to poor audio and video quality, detracting from the message they are trying to convey.
- Lighting: Proper lighting is essential for looking good on camera. However, achieving the right balance of light can be tricky, especially in a home or office environment.
- Environment: The backdrop of a video can speak volumes. A cluttered or unprofessional environment can distract viewers and undermine the speaker’s credibility. A professional video recording studio setup should take the backdrop into account.
Behind the Scenes: Getting to the First Episode of On Camera On Brand
Crafting the first episode of the show wasn’t just about hitting the record button and diving into the world of B2B tech podcasting.
The process involved a blend of brainstorming, trial and error, and a sprinkle of “ah ha” moments.
Here’s what we started with:
- Understanding Audience Needs: The team at Motion recognized the need for a resource that could guide professionals on doing a professional video camera setup. This understanding shaped the content and format of the show. On Camera On Brand was designed with a clear audience in mind: professionals who want to look their best on camera but may not have the resources or expertise to set up a professional recording environment.
- Selecting the Host: The selection of the host was a critical part of developing the show. Rob Ruscher, a seasoned director of photography, was chosen for his deep understanding of the technical aspects of video production and his ability to communicate complex concepts in an accessible way. His role is to uncover how professionals can get the most from their home or office setups and illustrate how they can look their best while on camera.
- Developing the Format: The show includes a variety of formats, from before-after sessions and episodes with tips to interviews with experts from various aspects of video podcasting. This variety ensures the content remains engaging and informative.
The journey to launch involved careful planning and testing. The team developed a strategy, worked on the format, and conducted test recordings to understand the practical challenges of producing the show.
Key considerations included:
- Content Structure: The team decided on a makeover series format, where Rob would guide someone through the transformation of their recording setup. This format was chosen to provide tangible, practical advice to the audience.
- Technical Workflow: The team had to figure out the post-production workflow, given the heavy digital files resulting from studio recordings.
- Episode Formats: The show includes different formats, such as before-after sessions, episodes with tips, and interviews with experts from various fields.
Launching On Camera On Brand was a different process than some of the other shows we produce (all are available at Marketers in Demand).
Even though we started with the audience’s needs, which is the foundation of all of our shows, we had a big focus on finding the right host for On Camera On Brand. A lot of times marketers come to us with an idea and we build it from there. In this scenario, we had an idea for a show and had to find the right fit for the podcast host role.
The unique process helped us craft a show that not only provides valuable insights on professional video camera setups but also includes insights from outside of the B2B marketing echo chamber.
Breaking Out of the Echo Chamber: The Unique Angle of On Camera On Brand
The unique angle of On Camera On Brand lies in its commitment to break away from the echo chamber of familiar voices. The podcast aims to provide content that is fresh, insightful, and directly addresses the needs of its audience. “We wanted to do a show where we talked to somebody outside of who you always hear from,” says Justin Brown, co-founder of Motion.
The selection of the host, Rob Ruscher, is a testament to this commitment. As a director of photography, Rob brings a unique perspective to the table.
His expertise lies in the technical aspects of video production, an area often overlooked when marketers start to record video podcasts. His role is to guide professionals on how to optimize their home or office setups for video recording, ensuring they look their best on camera without breaking the bank.
Here’s what you can expect from On Camera On Brand:
- Makeovers that showcase the transformation of a home recording setup into a professional video recording studio setup.
- Shorter 5- to 7- minute episodes in both video and audio format that share actionable tactical tips on how to look good on camera.
- Interviews with people you usually don’t hear from: lighting directors, sound engineers, and make up artists. These episodes will help you understand how they approach being on camera.
The goal of On Camera On Brand is to reach out to a B2B marketing audience, providing them with the resources they need to feel confident on camera. By focusing on the technical aspects of a professional video camera setup, the podcast empowers professionals to present their best selves on camera, regardless of their recording environment.
