Start with a defined audience and a question they need answered. A software company might create an explainer for operations managers comparing manual and automated workflows, while a consultant could record a short guide to preparing for an audit. Give each video one lead-generation goal, such as a demo request or newsletter signup, and match the topic to a specific landing page.
Build a repeatable script before opening a video tool. Use a simple structure: identify the viewer’s problem, explain a practical solution, show a product or process, then give one clear call to action. Keep claims consistent with your approved marketing materials, and include a concrete detail, such as the name of the feature being demonstrated. A focused script gives your educational content a useful purpose beyond promotion.
Produce the first draft in YB Video by YB.Digital at yb.digital/video, then refine it in the editor at yb.digital/editor. An in-house marketer can turn a script into a video, review the result, and make edits without handing production to an outside agency. Use the editor to align the visuals and narration with your brand, then export versions suited to the channels where your audience watches.
Choose a production format that fits the message and your team’s skills. A product walkthrough benefits from screen recordings and captions; a founder’s explanation may work better with a direct-to-camera introduction supported by slides. AI-generated visuals can fill gaps, but check every scene for factual accuracy, readable on-screen text, and consistent branding before publishing. The table below links common formats to their production needs.
| Video format | Useful for | In-house materials |
|---|---|---|
| Product walkthrough | Feature education | Screen recording, approved interface |
| Explainer | Complex concepts | Script, diagrams, narration |
| Customer FAQ | Addressing objections | Support questions, subject-matter review |
| Promotional clip | Campaign landing pages | Offer details, brand assets, call to action |
Measure performance by connecting each video to a trackable conversion path. Add tagged links to the description or landing page, use a distinct form or CTA where practical, and record views, click-throughs, form submissions, and qualified leads in your analytics or CRM. Compare videos against the same funnel stage, since a short awareness clip and a detailed product demo serve different measurement goals.
Track production costs alongside results rather than treating in-house work as free. Log staff time for scripting, review, editing, and revisions, plus any software or media expenses. Compare that total with the cost of outsourced production for a similar deliverable, then note whether the internal version generated leads or reusable assets. Your cost record should identify the video, production hours, and associated campaign.
Before publishing, use this short release checklist:
- Confirm product names and claims with the responsible team.
- Add captions and check spelling in every on-screen label.
- Use a clear thumbnail that matches the video’s promise.
- Test the CTA link and landing-page form on mobile.