Video FAQs

Short and sweet, video FAQs offer seriously powerful return on investment for time spent.

In Brief:

  • Video Frequently Asked Questions (VFAQ) content is highly compatible with current and future search engine patterns.
  • VFAQs are straightforward to understand and produce, and can be created in groups.
  • Basic video marketing skills are required to place the VFAQs in the customer journey

Most VFAQ content is structured with a question, short answer, and long answer components. Clips are usually under 2 minutes each and often grouped into topical playlists.

Project Elements

  • Definition of Audience and Stages of Research

    Define the audience for your services or products and the stages of the buying cycle. Most clients know this but have not documented it. The sales cycle is also often known but not documented.

  • Produce VFAQ Template

    Since VFAQs need to be easy to produce, a simple VFAQ template is required. This should be mildly branded, but have consistent elements that can be adjusted, tagged and linked as each question is published. Consistency from question to question is critical. Save individual production assets in well organized format (e.g. entrance, exit, call-to-action, logos, overlays, closed caption templates.)

  • Clearly define the differences between Internal and External FAQs

    Many clients begin writing FAQs as if the customer is already theirs. The reality is that a mix of questions and answers is needed – divided roughly into the questions people ask about your product and services (customer support), and those they ask as they begin the cycle of research without a company in mind.

  • Identify Questions

    This process harvests the questions being asked on the web about your services, products and business category.  Variations on the same question are collapsed into groups.  Internal FAQs are built from internal sales team and customer support activities.   These questions are placed into a sortable shared database for team collaboration.

  • Identify Talent, Facility and Equipment

    This stage requires that you assess your staff’s readiness and ability to narrate the videos on-camera. While each answer is short, producing 10-12 at a time can require some stamina on the part of the production team and narrator. This is also the time to identify the location for your VFAQs and the setup you’ll use to capture them. Production resources should be assessed and decision made about in-house versus outsourcing.

  • Plan Video Production

    After choosing the set of questions to be answered, assignments for writing the answers and video production are determined. Length of answer (2 minutes is a good max) needs to be reflected in each script. Using the VFAQ templates, raw video is turned into short video assets. Meta data is created to go with the video assets and is used for planning publication as well.

  • Capture VFAQs

    I recommend that VFAQs be shot in bulk, capturing as many as possible per session.  Sometime the narrator will bring a couple of change of clothes to offer visual variety to the recordings.

  • Production, Publishing and Distribution

    The VFAQs are produced and stored in industry-standard format. Closed caption files are created for each clip as well as appropriate metadata. They are stored in an asset library as pairs until time to publish.  A video distribution service might be used to simplify the process as each VFAQ is distributed.  Playlists may be created to group related VFAQs together.  VFAQs may be posted as blog or social media posts as well as stored in video galleries on the business website.

  • Measure Results

    As VFAQs are developed it’s important to measure their impact, and to use customer behavior to guide expansion where they show it’s needed. Analytics reports specifically for VFAQs will be built into your dashboard to show use and engagement.

See Also

  • Corporate Blog Coaching and Consulting
    Blogging provides an important hub for your social media campaigns. Posts are ideal for sharing and promoting social content and driving subsequent traffic into your sales process.  Learn more about the SEO and social media connection here.
  • FAQ and Q&A Content Marketing
    FAQs are highly potent tools for content marketing that connect well with search engines and customers. The research and creation of relevant FAQs benefits from a systematic team approach and clear understanding of internal and external Q&A, and buying cycles.

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