cartoon image of a woman in a video with her hands up and a play button

Video Marketing Part 2: Planning and Creating Video Content 

Last week we discussed what to look for in a videography company. This week we’re diving into three things to consider when planning and creating video content. 

Who Is Your Target Audience? 

As with any piece of marketing material, the best way to decide what video content to produce is to determine the target audience. For example, is the video going to be used to attract new clients or will it be sent to current clients? Once the decision has been made on the video’s intended audience, the content of the video should match accordingly. 

An example of a video that might attract new clients is an “About” video. Typically, these videos give the viewer insight into how the law firm works and why it’s the right choice among its competitors. 

An example of a video that might be good for current clients is a “How To” or “What To Expect Video”. These videos can explain how to navigate a certain legal matter or give further detail on what it is like working with a law firm. 

Another way to determine appropriate video content is to answer frequently asked questions. Every industry has frequently asked questions. These questions can range from product specifications to details on processes. Other than having a working knowledge of your industry and what is commonly asked, there are several tools that website owners can use to figure out what questions are asked in Google. 

One tool to help determine the frequently asked questions is Google Search Console. Under the performance tab, there is a list of queries for which website currently appears in the Google results. You can sort these queries alphabetically and look for queries that start with the “Big 5” – who, what, when, where, and how (see the example image below). Even though the website is appearing in search results, having specific video content that answers these questions is beneficial. The video itself or the page in which the video resides has the potential to rank higher in the search engines for that specific query. 

An additional way that website owners can leverage Google for video content is to look at Google’s related searches at the bottom of the search engine results page. These related searches are generated based on Google’s search algorithm and are based on other terms that have search volume on Google. Since these terms get search volume, creating video content to match these queries can increase traffic to the website. 

Lastly, it is very important when you are scheduling your video shoot to include ample time for B-roll footage. B-roll footage is alternative footage that is used in the editing process to intercut the main footage. While it is important to deliver a message in your video content, having interesting and captivating footage of employees interacting with clients will give the viewers a chance to see what engaging with the law firm would be like firsthand. 

Common B-roll shots include:

  • Outside of premises
  • Firm signage (outside of the building or the suite)
  • Reception area 
  • Conference room
  • Individual Offices 
  • Name plates of employees found outside doors
  • Interesting décor found around the office suite
  • Any other interesting branded pieces (pens, logo on reception desk, branded notepads)
  • Shots of Group/Individuals 
  • Members of the team working
  • More abstract takes of fingers typing, picking up a phone, taking notes, or reading files

Interspersing B-roll footage with the main footage will capture the viewer. It also provides better storytelling to give potential and existing clients an understanding of the law firm as a whole.


Next week, as we continue this video marketing series, we will discuss how to effectively promote your videos to reach the right target audience for your firm.