Blogging works better when you write about topics your buyers care about.

Generate titles

Blogging works better when you write about topics your buyers care about.
Generate titles
Blogging works better when you write about topics your buyers care about.
Free Inbound Marketing Playbook
View Blogging works better when you write about topics your buyers care about.
The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

How to write a video script for marketing (Content Lab returns, Ep. 46)

After a long hiatus, John Becker and I are back with our weekly podcast for content nerds — or anyone who is more interested in how to create content that makes money — and we're talking about an entirely different (but oh, so critical) type of content creation than usual.

By Liz Moorehead

How to write a video script for marketing (Content Lab returns, Ep. 46)

Since we all last gathered 'round the Content Lab campfire, a lot has changed with my role as IMPACT's editorial director. 

 Blogging works better when you write about topics your buyers care about.

And you may have figured that out if you took a gander at some of the content I've been creating recently. For example, how to use Trello to run your video content strategy and how to run a fully blended written and video content strategy are two articles I published recently. I also heavily referenced video in my article about how to create sales enablement content.

I'm also now making regularly appearances on IMPACT's YouTube channel:

Screen Shot 2020-10-25 at 10.55.36 PM

That's right — creating revenue-generating business videos for IMPACT now falls under my content umbrella. We've always done video, but we wanted to embrace the They Ask, You Answer way of creating videos at scale (and consistently) that answer our buyers most pressing questions. 

So, we post them on YouTube, add them to relevant articles...

Screen Shot 2020-10-14 at 11.20.30 PM

(Like this one!)

...and share them with our sales team so they can use them during the sales process, since they're a big part of how we determine what types of videos get produced at IMPACT, using the revenue team model.

One of the most challenging parts of this process, however, is guaranteeing that every single week we have scripts ready for these videos for filming. Yes, while many videos work best when you're filming off-the-cuff with no script, often videos will require a script because of how much detail needs to go into it. 

So, in this episode, I pull back the curtain on my surprisingly easy process for creating video scripts, and integrating the creation of video for sales and marketing into an existing content strategy. 

In addition, this week's learning corner is all about my favorite trick for guaranteeing your content always gets in front of the right people at the right time, but why I have serious beef with buyer personas and how they are the red herrings in the content marketing world.

John also shares a hilarious "what I'm reading" this week called Small Talk from 1348 from The New Yorker.


Listen to the episode

🚨Subscribe to Content Lab on Apple Podcasts, Spotify, and Stitcher.🚨 

Related resources

Important show note

As I mentioned during this episode, in the coming weeks, we'll be releasing a bunch of episodes John and I recorded over the past few months. For various reasons, we always felt very quickly that they would become obsolete — for example, we would cancel events we were promoting in those episodes, due to the COVID-19 pandemic

After serious consideration, we've opted to release those episodes anyway. So, please understand that there may be some cases where we reference events that ended up not occurring during certain episodes. They also may be released out of order, based on their topic. The topics we discussed are still very valuable and evergreen, however, so we hope you'll excuse any momentary confusion. 

Until next week! 👋

Blogging works better when you write about topics your buyers care about.


Content Marketing
Video Marketing
Published on October 25, 2020

Recent Articles

7 Big Reasons Your Content Marketing Is Failing (And How To Fix Them)
November 3, 2022 • 8 min read
The Epidemic of Half-hearted Content Marketing
November 2, 2022 • 4 min read
The Big 5: 3 Simple Steps for Creating Great “Problems” Content (+ Examples)
September 1, 2022 • 6 min read
The Big 5: Best Business Blog Topics to Drive Traffic, Leads, and Sales
August 29, 2022 • 10 min read
What is a Content Strategy? (Definition + Templates)
August 25, 2022 • 12 min read
Content Marketing for Small Business (Tips for Growing Your Business Online)
August 22, 2022 • 13 min read
How To Create Sales Enablement Content Your Sales Team Will Love
August 15, 2022 • 8 min read
4 Content Marketing Frameworks To Add Structure to Your Strategy
August 8, 2022 • 6 min read
18 Great Examples of Comparison Blog Articles and Content
July 23, 2022 • 11 min read
6 Tips for Producing Better Content Marketing Results for Your Clients in a Crowded Market
July 13, 2022 • 7 min read
15 B2B Content Marketing Examples That Crush The Competition
June 23, 2022 • 11 min read
64 Content Marketing Statistics To Supercharge Your Strategy [Updated for 2022]
June 4, 2022 • 9 min read
7 Simple Steps To Create an Effective Content Marketing Process
May 26, 2022 • 13 min read
Green Energy Inbound Marketing Strategy: The DIY Approach to Getting More Customers
May 7, 2022 • 9 min read
How To Create a YouTube Channel for Business (+ 9 Brands Leading the Way)
April 25, 2022 • 9 min read
SaaS Inbound Marketing: How to Get Started With Your Strategy (+ Examples)
April 16, 2022 • 9 min read
Why Your Content Marketing Needs Storytelling (and 3 Frameworks to Help)
April 12, 2022 • 6 min read
Inbound Marketing for Home Improvement: A DIY Strategy To Bring in New Customers
April 9, 2022 • 10 min read
15 Powerful Content Marketing Examples To Inspire Your Next Campaign
March 24, 2022 • 12 min read
What Short-Term Wins Can We Expect With They Ask, You Answer?
March 15, 2022 • 6 min read
19 Business Blog Topics Your Audience Wants You To Write About
March 14, 2022 • 12 min read
Starting a Business Blog? Features and Best Practices for Success in 2022
March 10, 2022 • 10 min read
Commercial Real Estate Inbound Marketing Strategy: The Simple Way to Get More Customers
March 4, 2022 • 6 min read
Best Marketing Courses on Udemy
February 25, 2022 • 8 min read
9 Essential Content Manager Duties You Need To Hire For
February 21, 2022 • 7 min read