Crack that script

When a video comes along, you must script it. [View Message in Browser]( / [Add Us to Safe Sender List]( We’re sending you the Weekly News today instead of tomorrow, which is the observed Veterans Day holiday in the United States. We thank the veterans in our community for their service. WEEKLY NEWS 11.9.23 WEEKLY NEWS 11.9.23  FEATURED [Why Most Video Content Fails To Reach Its Full Potential [New Research]]( By Lisa Murton Beets An important tool for creating human connections, video stands as a top priority in most content marketing programs. CMI research reveals how marketers are using this format – and what they need to achieve better results. [Read more](  MORE OF THE WEEK'S BEST STORIES [How Volvo Penta’s Adventurous Campaign Shook Up Marine Leisure Marketing]( by Kim Moutsos Volvo Penta’s agency dove into an innovative content strategy to reach a younger, more diverse audience. The resulting videos and supporting campaign earned millions of viewers, changed industry conversations, won an award, and earned a spot on the Content Marketing Project of the Year finalist list. [3 Scriptwriting Secrets To Elevate Your Brand’s Videos, Presentations, and More]( by Robert Rose Don’t fall for the bad advice that scripts are for amateurs. Discover why you should write scripts for your brand’s videos, podcasts, and other presentations, and get the secrets to making them great. [ICYMI: How Purdue's Award-Winning Video Transformed Recruitment With Emotive Storytelling]( Jodi Harris Purdue University let a girl envision her future, and audiences followed along. The storytelling unseated the university’s previous No.1 YouTube video, which had 15 years of views. Discover the four lessons it teaches to manifest better video marketing. [I]( How To Repurpose Video Content for Bigger and Better Results]( Amy Woods Engaging videos lead to powerful results. But crafting quality video takes significant effort. Repurposing lets you stretch the same ingredients across many platforms to satisfy different appetites. Try these ideas to turn your videos into a menu of epic content.  A NOTE FROM ROBERT ROSE Crack that script I read advice on a LinkedIn post last week that worried me. The post writer claimed you should never write a word-for-word script of what you or your subject will say in a video, audio, or other business presentation. Great content performers, he suggested, just outline things and let the language come naturally. Scripts make people sound stiff, he argued, because they read the words rather than talking about the ideas. He wrote: “Reading from a teleprompter or a document is the sign of an amateur.” That just isn’t true. Now, I don’t mean to say people never sound stiff when they read a script during a video or a presentation. But just because something is true if done poorly doesn’t mean it’s true if done well. It all depends on the script and how it’s used as a performance tool. My first job in Los Angeles was writing and editing market research reports for local car dealerships. While I did that, I immersed myself in writing plays and screenplays. I read as many books as I could on the craft. I took classes. I read hundreds of scripts. I wrote and wrote and wrote and wrote. Spoiler alert: It didn’t work out. I went into marketing instead. But all that work taught me how to recognize the unique patterns, structure, and language of dialogue. Scripts are unique in the writing world because they generally aren’t the final art form. Scripts are created to be interpreted through other mediums like audio, stage, film, television, etc. In many ways, scripts serve as instructions for how to tell the story, capturing movement, speech, and even technical directions. The critical part is understanding the integral need for interpretation. Your script is a blueprint to help ensure that you – or those performing it – don’t lose important bits of the story and stay true to the structure, emphasis, tone, timing, and point of view. With podcasting, video, and live events forming an essential part of content strategy, scripts are a core content type. When I ask people why they don’t script their presentations, videos, etc., I often get a response similar to what I read in that LinkedIn post. They’re uncomfortable with the format. They’re afraid if they write out their speech, it will sound stale and unnatural. But that doesn’t have to be true. Plenty of amazing entertainers, teachers, thought leaders, and others use scripts. They print them or use teleprompters. They use the script as a tool in their storytelling. In [Rose-Colored Glasses]( this week, I share three secrets I’ve found helpful in scripting – and that I hope will help you, too. How do you approach scripts? [Share your thoughts with me here.](mailto:Robert@contentadvisory.net?subject=Weekly%20Alert%20–%20script%20works) It's your story. Script it well. Robert Rose Chief Strategy Advisor Content Marketing Institute Robert Rose Chief Strategy Advisor Content Marketing Institute Would any of your colleagues or friends benefit from Robert's weekly updates? Please invite them to [subscribe]( here.  MORE FROM CMI Next Week: Fuel Your Visual Content Strategies Join us online November 15-16 for our Masters of Marketing: Visual Storytelling event. We’ll be delving into video, visual storytelling, visual brand strategy, engaging customer experiences, and more. Take a look at the agenda and register free for new ideas to inspire your video and visual content strategies. [Save your seat »](  Save on Certification This Month Only What can a certification in content marketing do for you? Watch this video to learn more about CMI’s new Content Marketing Certification program, brought to you in partnership with the American Marketing Association. Earn a Professional Certified Marketer® credential after 15 hours of learning and an exam, all at your own pace. As a special offer this November, [new students save 20%]( – use code BLACKFRI20 when you enroll. [Watch video »]( [Enroll now »](  To change your email preferences or unsubscribe, visit our [subscription center.]( Copyright © 2023 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]