October 6, 2015 \ Rachel Jellinek
Tips on Video Content Strategy from Google’s Anthony Phalen and Reflection Films

HEROA while back I attended a presentation by Google’s Anthony Phalen on video content strategy.  He noted that ideally you want to create video content that entertains, educates and inspires.  A video doesn’t necessarily have to do all three of these things, but if you can pull that off, then you’ve scored a home run.

He shared a variety of useful tips, but the main ones that resonated with me and also support our philosophy of creating a library of video assets is the 3 H’s, namely, HERO, HUB, and HELP.

HERO CONTENT – Videos of this nature are “big moments for your brand” that likely get shown at events and feature programs that drive awareness for your organization.  This type of content which is usually produced on a larger scale might be something that you create 1-2 times/year.

HUB CONTENT – These videos are content that you develop on a regular basis to offer a fresh perspective to your target audience.  Examples might be case studies, testimonials, and profiles of people connected to your organization (e.g., staff, volunteers, donors, and partners).

HELP CONTENT – These videos stay on your website and are “optimized to your audience’s intent and interests,” such as how to’s or answers to FAQs.

PrideNot that there is anything wrong with the letter H, but our letter of choice is P!  When we talk about video strategy and creating a video communications calendarwe emphasize thinking about content that addresses the following points:

PROBLEM OR PRICE CONTENT – What is at stake?  What would the world look like without your service?

PLACE CONTENT – Where do you make your impact?  What is the environment and context in which you do your work?

POPULATION CONTENT – Whom do your efforts serve and why do you do what you do?

PROFILES –  Similar to the HUB content, we recommend creating content that showcases your community beyond the folks who benefit from your services, such as staff, volunteers, donors and partners.

PRACTICAL CONTENT – Similar to the HELP content, these videos address common questions that come up about your organization.

We also recommend that when telling your stories, you want to instill in your donor audience a sense of PRIDE, POSSIBILITY, and PURPOSE.  You want your donors to feel proud of their role in how far your organization has come.  You want them to see the possibilities for the future – the impact that their continued support can have. And you want them to own that sense of purpose and vision for moving forward with you to make an even greater difference.


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