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As a marketing content asset, video can be uniquely powerful and effective. But don’t assume the medium will compensate for deficiencies in the message.

If the plot is thin, the characters are wooden, or the ending is disappointing, your investment in a video production could fail to see a decent return at the marketing box office.

Think of the technology marketing video like a film genre and you can begin to see how best to approach production. As a genre it may not have the mass audience and populist appeal of a romantic comedy or a sci-fi blockbuster but it can follow some similar basic rules for success.

Analyse almost any movie you’ve seen and you’ll realise there’s a tried and tested method to the plot. It begins with establishing ‘normality’ for a single protagonist or a group of people before introducing an event or situation with the potential to change the norm and present the main character with a challenge. From there, we see a journey through events and encounters (with twists and turns for added interest) and finally a resolution which usually changes one or more of the characters and/or their world.

So, how does this have any relevance to a video for a Wide Area Network solution or a cyber security portfolio? Well firstly, characters and protagonists are involved- in the form of business and technical decision makers. These are the people who are about to be presented with a challenge to their ‘norm’. The challenge arises from whatever is being marketed. The plot continues with twists and turns usually in the form of user scenarios, product or solution comparisons, testimonials and cameo appearances from experts. And finally, resolution is offered in the form of a call to action.

Of course, all of this is simply a playful way to say that the plot is critical to any technology marketing video. And without the right content and contributions to support the plot, you can end up with the equivalent of an arthouse movie playing to an empty house.

With a good plot, and production values that don’t try to create Star Wars from a Blair Witch budget, the technology marketing video can educate, motivate and activate influencers and decision makers with an immediacy and clarity that can often be difficult to achieve with other marketing content assets.


Take a look at our quick guide to discover how content can be more ‘killer’ and less ‘filler’.

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