Ahh… a workshop on creating content that people want to consume. This one was led by the MGImedia team (makers of CommandN.tv) including Amber MacArthur, Jeff MacArthur (yes, Amber’s brother) and Chris Dick.

I’m going to start off with two counterpoints so I can get them out of the way.

Why is it that so many people feel compelled to push making revenue directly from the production around web-based content? Specifically, this clunky word monetize — even worse, monetization. I have yet to attend a conference or session that specifically promotes the idea of producing and distributing content to build and strengthen a personal or corporate brand. I’ve decided to leave the discussion of how to monetize your content out of my post.

While content is extremely important, I disagree that content is king. Newcomers are often indoctrinated into the concept of content is king at the expense of context and delivery. While it is true that absence of content is a killer (Whitney Hoffman has dubbed content-free speech as oral kegels), strong content without relevant context and accessible delivery is going to be victim to the ’skip’ button. Scott did acknowledge in his talk that bad video will derail good content.  Jeff brought up a great point with respect to content and frequency — there should be a direct correlation between the strength of your content and the frequency of your production schedule.

Okay… that’s out of the way, now.

This session was full of great takeaways:

• The equation E² = education x entertainment.

• Engage your audience.

• Lighting will make a huge difference in your video. Use a bounce board to reflect light on your subject. The larger the board, the softer and more natural the light.

• Use a tripod to ensure a steady shot. For hand held use, zoom out and get close to your subject to avoid magnification of the shake.

• Every image you use should tell a story. Use the rule-0f-thirds to make your composition more interesting.

• Attention spans are short and YouTube imposes a ten-minute limit on all videos.

• Serve a need; fill a niche.

• Stick to a production schedule.

• Make sure your camera has connections for an external mic (1/8″ or XLR).

• Every camera has its strengths and weaknesses.  Any brand will do.  Prosumer cameras have great default settings to get started.

• A lot of what you will do will be sweat equity.

Amber, Jeff and Chris were able to draw on a lot of experience and creative collaboration for producing interesting content. This audio guy is ready to fire up the video engine and start experimenting.

Note: the presentation will be available on mgimedia.ca.