“Any business that needs to communicate emotions or legitimize themselves should be using video,” said Liz Denning, owner of Gamma Blast Studios.

Gamma Blast Studios specializes in visual storytelling and digital marketing with clients such as Nissan, HGTV and the Nashville Predators. Denning also writes the video blog, Vidruptive.com.

Denning said with current technology, any person or company could be its own movie studio and publish content. She said businesses – small and large – are intimidated by the perceived difficulty of creating video content.

She shared her seven-step strategy with the group, noting several steps take place before a recording device is used.

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“There are a lot of people who start doing video, and they don’t do any sort of planning at all,” Denning said.

She said businesses should create a content plan or strategy before filming and ask basic questions about the intended audience and their desires, as well as the desired end result.

“In our world, content is a business asset. The reason you’re creating content for your business is to get more business. It’s not just because it’s fluffy and nice. There’s an end goal and measurement around that,” she said.

Denning said the plans should have clear targets and calls to action from consumers.

“It’s surprising to me that a lot of people create content, and then they don’t tell people what they want them to do with it,” she said.

Entertainment was also a main talking point for Denning, who said the content should capture the audience.

“You have to entertain or give something to people that’s interesting to them so they continue to watch. It’s not that you have to be the latest viral video entertainer. You don’t; but there has to be some likeability there. You have to entertain people a little bit, and it has to be culturally relevant,” she said.

For more information, follow Denning on Twitter @GammaLiz.

The Business Boost is the chamber’s bi-monthly series of informative and interactive small business education sessions led by some of the area’s top professionals.

The next session will take place July 28 and feature Tim Shaver with Sandler Sales Institute. Shaver will discuss time management for professionals. To register for the event, visit mjchamber.org and click on chamber events.