brand voice

Darth Vader's Guide to Great Content

Ok, we all know who Darth Vader is. Right? I hope so. If not, please move to one of our other posts. 

Darth Vader was a content expert before his time. Well, he was in a galaxy far, far away, but it holds true to our galaxy as well.

So, what did he know? 


He knew brands need a voice. (Feel free to read the rest of this post in James Earl Jones' voice)

When he talked, people listened. It was what he said, and how he said it. Never varying from his brand and always backing it up with action.

Sure, I know, Darth Vader ... content ... bit of a stretch, but it's really not if you think about it. You still remember him, don't you? He's one of the most iconic figures of the last century. That voice of his did something to you. And it's not the only voice you're hearing. 

Every day you're hearing different voices coming at you. The smart ones are whispering thoughts to you and have you nodding your head long before you know it. 

It's not the force, but it's darn close. 

How Brands Get Videos All Wrong

I'll be honest. Creating great videos isn't rocket science. 

It's easy. It just takes some planning. 

Over the years, I've noticed two (2) big mistakes when it comes to creating videos as part of your content marketing strategy.

1. Too Long

If a few seconds into the video you're already thinking, "dang, how long is this?" then it's probably too long. People have short attention spans. Be considerate. Be focused. Tell or show the audience what you want to do and get out. We're big believers in short and sweet. Now, this doesn't mean you can't have longer vids. I've done two-minute videos before that felt like 30 seconds. It's all about what you're talking about and how you're talking about it. 

2. Heavy Handed Branding

Just recently I was doing some research for a client. Their competition is a large, publicly traded company. Well, they have a content marketing strategy, and the subject matter was great. However, their product popped up behind every interview, every shot and almost every frame. 

It was ridiculous. 

If you're focusing on a story. Make it about the story. Wrap up the spot with your logo. People. know what they're watching and they know it's from you, so don't trip over yourself. 

Just be you, talk to your audience, tell them a story and you're good.