In today's digital world, video content has become one of the most effective ways for businesses and creators to reach their audiences. Whether you're a small business owner, a professional marketer, or an individual content creator, video content can help you engage with your target audience and build brand awareness.

However, creating a great video isn't enough. To stand out from the crowd and capture your audience's attention, you need to have great video editing skills.

With the right editing techniques, you can turn a simple video into a masterpiece that resonates with your audience and leaves a lasting impression.

In this blog post, we'll explore how great video editing can supercharge your video content strategy. We'll look at the benefits of video editing, share some video marketing tips, techniques for editing your videos like a pro, and provide examples of successful video content strategies that have used editing to their advantage.

Whether you're new to video editing or a seasoned pro, this post will help you take your video content to the next level.

Why A Video Marketing Strategy Is Important

With the rise of social media platforms like YouTube, TikTok, and Instagram, video content has never been more popular, and businesses are using video marketing to engage with their audiences and build brand awareness.

One of the biggest advantages of video marketing is that it allows you to convey your message in a more engaging and memorable way. People are more likely to remember a video ad than a text-based post or image.

By creating video content that resonates with your target audience, you can build brand recognition and increase customer loyalty.

Video marketing is also an effective way to build trust and credibility with your audience. When people see your face and hear your voice in live videos, they are more likely to feel a personal connection to your brand.

A robust video content strategy can help you establish yourself as an expert in your industry and position your brand as a trustworthy source of information. By providing value to your audience through your video content strategy, you can build long-lasting relationships with your customers.

The Importance of Video Editing in Video Content Strategy

While shooting high-quality footage is important, the real magic happens during the editing process. Skilled video editors can take raw footage and transform it into a compelling and engaging story that resonates with your target audience.

One of the most significant benefits of video editing is that it allows you to control the pacing and flow of your video content. By strategically cutting and arranging your footage, you can create a more dynamic and engaging viewing experience.

This is particularly important for B2B marketers and business owners who need to convey complex information in an easily digestible way. Video editing can help you break down complex topics into manageable chunks and present them in a way that is both informative and engaging.

Video editing can also help you tailor your content to different platforms and audiences. Different social media platforms have different video length and formatting requirements, and video editing can help you optimize your content for each platform.

Additionally, video editing can help you create different versions of your video content to appeal to different audiences. For example, you can create shorter, more attention-grabbing versions of your video content for social media, and longer, more in-depth versions for your website or email marketing campaigns.

This is What We Do

At The Customer Story, we are experts at turning complex ideas into engaging video content that resonates with our clients' target audiences. Our team of skilled video editors has years of experience crafting compelling stories and visuals that bring our clients' messages to life.

We understand the importance of pacing, timing, and flow in video content, and we use our expertise to create videos that keep viewers engaged from start to finish.

Additionally, we understand the unique requirements of different social media platforms and how to optimize video content for each platform. Whether you need a short, attention-grabbing video for Instagram, a longer, more informative video for your YouTube channel, or something in between, we can help.

We work closely with our clients to understand their target audience and video metrics goals, and we use this information to create videos that are tailored to their specific needs.

Overall, at The Customer Story, we are dedicated to helping our clients achieve their video marketing goals through compelling and engaging video content. From ideation to execution, we work with our clients every step of the way to ensure that their next video campaign and content strategy is a success.

But enough about us...

What does Great Video Editing Look Like?

video editing screen

Now that we've established the importance of video editing in video content strategy, it's important to understand what great video editing looks like, and how to achieve it.

The Definition of Video Editing

Video editing is the process of manipulating and rearranging video footage to create a finished product that tells a story or conveys a message. It involves everything from cutting and splicing footage to adding special effects, sound effects, and music.

At its core, great video editing involves seamlessly weaving together different elements of a video to create a cohesive and engaging narrative. It requires a deep understanding of pacing, timing, and visual storytelling.

It also involves a range of technical skills, from color correction to audio editing, to ensure that the final product looks and sounds polished and professional.

Next, we'll dive deeper into some of the key techniques and tools used by professional video editors.

Types of video editing software

When it comes to video editing, there are many different software options to choose from. The right software for you will depend on your specific needs and budget. Here are some of the most popular types of video editing software:

Professional Video Editing Software

These are high-end software programs used by professional video editors and production houses. They offer a wide range of advanced features and tools, including color grading, 3D animation, and special effects.

Examples of professional video editing software include Adobe Premiere Pro, Final Cut Pro, and Avid Media Composer. At The Customer Story, we primarily use the Adobe suite of tools as their is wide adoption of these tools throughout the industry which makes easy collaboration a reality.

Consumer Video Editing Software:

These are more affordable software options that are suitable for hobbyists, small businesses, and content creators. They offer basic video editing features, such as trimming, cutting, and adding transitions.

Examples of consumer video editing software include iMovie, Windows Movie Maker, and Adobe Premiere Elements.

Cloud Based Video Editing Tools

In recent years, cloud-based video editing tools have become increasingly popular. These tools offer a range of benefits over traditional desktop-based software, including accessibility, flexibility, and collaboration.

One popular cloud-based video editing tool is Canva. While Canva is primarily known as a graphic design tool, it also offers a range of video editing features. With Canva, you can create engaging video content with ease, thanks to its user-friendly interface and drag-and-drop functionality.

Canva also offers a range of templates, stock footage, and music tracks to choose from, making it easy to create professional-looking videos quickly and easily.

Another popular cloud-based video editing tool is Descript. Descript offers a unique approach to video editing, with a focus on audio editing and transcription. With Descript, you can easily edit your video's audio track, removing ums, ahs, and other unwanted sounds.

You can also use Descript to transcribe your video's audio track, making it easy to create closed captions and subtitles.

Cloud-based video editing tools offer a range of benefits, including easy collaboration with team members, no need to download software, and the ability to work from anywhere with an internet connection.

However, it's important to note that some cloud-based tools may have limitations in terms of advanced features and capabilities.

It's important to carefully consider your specific needs before choosing a cloud-based video editing tool. No matter which type of video software you choose, it's important to select one that is user-friendly and meets your specific needs.

Some software options offer free trials or demos, so you can test them out before committing to a purchase.

Basic video editing techniques

video editor

Whether you're using professional software or a consumer-level tool, there are some basic video editing techniques that every video editor should know. Here are some of the most common techniques used in video editing:


Cutting involves removing unwanted footage from your video, such as footage that is blurry, out of focus, or does not contribute to the story you're trying to tell.


Trimming involves shortening or lengthening clips to achieve the desired pacing and timing in your video. This is an important technique for creating a cohesive and engaging narrative.


Transitions are used to smooth the jump between different clips or scenes in your video. Common transitions include fade-ins, fade-outs, and crossfades.

Color Correction

Color correction involves adjusting the colors in your footage to create a consistent look and feel throughout your video. This can involve adjusting brightness, contrast, and saturation levels.

Audio Editing

Audio editing is an important aspect of video editing, as it helps to create a polished and professional final product. This can involve adjusting volume levels, adding background music or sound effects, and removing unwanted sounds or noise.

Examples of Video Editing That Tells a Story

Next we'll show you some examples of our work, including how we used creative cuts, music, and voiceover to bring each story to life.

From video testimonials, how to videos, explainer videos, all the way to educational videos, we've worked with a range of businesses to create videos that resonate with their target audience and communicate their unique value proposition.

Calabrio Customer Testimonial

In this example, we took several hours of interview footage and cut together a very impactful testimonial story that conveyed the brand's strengths, and the benefits of the customer.

In addition, if you had been behind the scenes with us, you would have seen how we turned all of this footage into multiple pieces of content for our client.

Employee Highlight Video

At The Customer Story, we specialize in customer testimonial videos. For this video, we told the story of a unique employee at a company based in San Antonio called WellMed. As their video production company of choice, they asked us to create video content that highlights incredible stories of their employees and how they make a difference in their patients' lives.

How Great Video Editing Can Unlock Your Content Marketing Strategy

Now that you've seen a few examples of how we have used video editing to tell stories for our clients, we want to give you a few ideas on how you can do the same to unlock your video marketing strategy.

Enhance storytelling

One of the key benefits of video editing is that it can enhance storytelling. By using a combination of visual and auditory elements, video editing can help you tell a compelling story that captures your audience's attention and keeps them engaged from beginning to end.

One way to enhance storytelling with video editing is to use creative cuts and transitions. By cutting between different shots at the right moment, you can create a sense of momentum and keep your audience engaged.

You can also use transitions, such as fade-ins or fade-outs, to create a sense of continuity and help your video flow seamlessly from one scene to the next.

Another way to enhance storytelling with video editing is to use music and sound effects. By adding music and sound effects to your video, you can create a mood and enhance the emotional impact of your message.

For example, using a slow, somber piece of music can create a sense of melancholy, while a fast-paced, upbeat track can create a sense of excitement and energy.

Finally, video editing can help you create a visual story that complements your message. By using a combination of different shots and angles, you can create a visual narrative that helps to reinforce your message and make it more memorable.

Improve engagement

In addition to enhancing storytelling, video editing can also improve engagement with video viewers. By creating more engaging videos, you can keep your audience's attention and encourage them to take action.

One way to improve engagement with video editing is to use visual effects. For example, you can use text overlays or animations to highlight key points or add emphasis to your message.

You can also use special effects, such as slow-motion or time-lapse footage, to add visual interest and create a more dynamic video.

Optimize for different platforms

Another way to improve engagement with video editing is to optimize your videos for different social media platforms.

Each platform has its own unique requirements, video dimensions and length, and preferences when it comes to video content, and by tailoring your videos to each video platform itself, you can improve engagement and reach a wider audience.

For example, on Instagram, shorter, more visually-focused videos tend to perform best, while on LinkedIn, longer, more informative videos are more effective.

At The Customer Story, we actually have a service dedicated to that very concept. We help our clients take their existing videos and increase engagement and awareness on the platforms where they want marketing videos to be. You learn more about that here.

Increase share-ability

Another benefit of great video editing is that it can increase share-ability, making it more likely that your videos will be shared across social media and other platforms.

When your videos are shared more widely, you can reach a larger audience of new customers and increase your brand awareness.

Probably the best way to increase share-ability with video editing is to make your videos informative and useful. It seems like a no-brainer, but it is important to think of what the audience wants from your video, rather than what you want to say.

When your videos provide valuable information or insights, they are more likely to be shared by your audience. For example, you can create "how-to" videos or "behind-the-scenes" footage that gives your audience a glimpse into your company or industry.

In addition, through skillful video editing techniques, you can create visually stunning and memorable videos that enhance share-ability. By incorporating creative transitions, dynamic visual effects, and other post-production techniques, you can make your videos more engaging and share-worthy.

Elevate video quality

Great video editing can elevate the quality of your videos in many ways.


First, it can help to refine the footage you have captured, by removing unwanted content and enhancing the good footage. This process can make the video smoother, more concise, and more enjoyable to watch.

Motion Graphics

Second, video editing can add in special effects, animations, or graphics to improve the overall visual impact of the video. These elements can create a more polished, professional look that engages your audience and highlights key points.


Third, editing can help to ensure that your video is well-paced and has a logical flow that makes sense to the viewer. By structuring the video carefully and incorporating transitions and other techniques, you can help to guide the viewer's attention and make sure they stay engaged throughout the video.

Video Editing Best Practices

While there is no one-size-fits-all approach to video editing, there are certain best practices that can help ensure that your edited videos are effective and engaging. By following these guidelines, you can streamline your video creation process, create videos that resonate with your audience, and ensure that your final product is of the highest quality.

In this section, we will explore some of the most important video editing best practices to help you produce compelling and impactful video content. Whether you're new to video editing or a seasoned pro, these tips can help you take your videos to the next level.

Keeping it Simple

One of the most important best practices is to keep it simple. This means avoiding the temptation to over-edit your videos by adding too many effects, transitions, or other elements that can distract from the content itself. Instead, focus on refining your footage to highlight the most important messages or moments.

One way to keep it simple is to have a clear plan or video strategy that your video aligns to before you start editing. This can help you stay focused on your objectives and avoid getting bogged down in unnecessary details.

It's also important to remember that less is often more when it comes to video editing. By using fewer effects and transitions, you can ensure that your video is clean, concise, and easy to follow.

Another way to keep it simple is to use a consistent style or theme throughout your video. This can help to create a cohesive, professional look that engages your audience and reinforces your key messages.

By using a consistent color palette, font, or other visual elements, you can create a brand identity for your video content that is both recognizable and effective.

Staying Organized

Staying organized is another essential best practice for video editing. This means establishing a workflow that enables you to manage your footage, audio, and other assets in a clear and efficient manner.

By doing so, you can minimize the risk of errors, save time during the editing process, and ensure that your final product is polished and professional.

The first thing you can do is to use a file naming convention that makes it easy to locate and identify your assets. This could involve using descriptive file names that include relevant keywords or project numbers.

It's also a good idea to create a folder structure that reflects your project's hierarchy and helps you find files quickly and easily.

Another way to stay organized is to use video editing software that enables you to label, tag, and categorize your assets. This can help you to keep track of your footage, audio, and other elements as you work on your next video project.

By using these features, you can streamline your workflow and reduce the risk of errors or confusion.

Using B-roll Footage

B-roll footage refers to supplementary or supporting footage that can be used to enhance the storytelling aspect of your video. It can be used to show a different perspective in explainer video, illustrate a concept or action, or add depth and interest to your video.

To effectively use B-roll footage, it's important to plan ahead and consider the shots that you will need. This involves thinking through the story you want to tell and identifying the key moments that require additional footage. It's also important to choose footage that is relevant to the story and enhances the message you want to convey.

When selecting B-roll footage, it's essential to consider the quality of the footage. High-quality footage that is well-lit and in focus can enhance the overall look and feel of your video. It's also important to ensure that the footage you use is legally obtained and properly licensed.

The Right Tools

Shutterstock is a great website you can use to get high quality, and affordable b-roll stock footage if you don't have the ability to go out and shoot more.

Using B-roll footage can greatly enhance the quality and impact of your video. It adds depth and interest, helps to convey your message, and keeps your audience engaged.

Choosing the Right Music

Music can set the tone for your video, evoke emotions, and keep your audience engaged. It's important to choose music that complements the message you want to convey and enhances the overall mood and feel of your video.

When choosing music, it's important to consider the style and tone of your video. For example, if you're creating a promotional video for a new product or service, you may want to choose upbeat and energetic music that creates a sense of excitement.

On the other hand, if you're creating a video about a serious topic, you may want to choose more subdued and introspective music.

Another important factor to consider when choosing music is copyright. It's essential to ensure that the music you use is properly licensed and that you have the necessary permissions to use it. This will help you avoid any legal issues and ensure that your video is professional and polished.

The Right Tools

We use the service to find a lot of our high quality, royalty free music. Another more affordable option is Envato Elements which not only has a wide variety of music, but they also have stock footage, moti

Overall, choosing the right music can greatly enhance the impact and effectiveness of your video. By taking the time to carefully select music that complements your message and setting, you can create videos that are engaging, memorable, and effective in achieving your video marketing goal.

Using Transitions Effectively

Transitions are used to connect different clips together and create a seamless flow between them. When used properly, transitions can help to enhance the visual appeal and impact of your video.

There are many different types of transitions available in most video editing software. Some common types include fades, dissolves, wipes, and cuts.

Each type of transition has its own unique look and feel, and can be used to create different effects and moods in your video.

When using transitions, it's important to use them sparingly and only when necessary. Too many transitions can be distracting and take away from the overall impact of your video. It's also important to use transitions that are appropriate for the tone and mood of your video.

For example, a fast-paced action sequence may benefit from quick cuts and transitions, while a more emotional scene may benefit from slower dissolves or fades.

Another important consideration when using transitions is the timing and placement of the transitions. Transitions should be used to connect different clips together in a way that feels natural and organic.

They should also be timed appropriately to ensure a smooth flow between clips. It's important to experiment with different types and timing of transitions to find what works best for your specific video.

The Right Tools

We mentioned Envato Elements earlier, which has a variety of transition templates you can use to spice up your videos. You also can try Motion Array as well.

Paying Attention to Pacing

Pacing refers to the speed and rhythm at which the footage progresses. It is crucial to pay attention to pacing to ensure that your video keeps the viewer engaged from start to finish.

Pacing can vary depending on the tone, content, and purpose of your video, but a general rule of thumb is to maintain a steady flow to prevent the viewer from becoming bored or overwhelmed.

We often get asked how long a video should be, and what they really are asking about is the pacing. I've been bored by 30 second youtube videos, and completely engaged in a 2 hour documentary. Pacing is key in this process.

A useful technique for maintaining pacing is to use cuts and transitions strategically. For instance, you can use quick cuts to speed up the pace and create a sense of urgency, or you can use slower transitions to slow down the pace and give the viewer time to process the information.

It is also essential to pay attention to the timing of the cuts and transitions to maintain a smooth flow and avoid jarring the viewer.

Consistency in Editing Style

Consistency in editing style is essential for creating a cohesive and polished final product. When viewers watch a series of videos, they expect a certain level of continuity and uniformity in the editing style.

That’s why it’s important to establish a consistent approach to editing early on in the video content marketing strategy. It's absolutely crucial if you are launching a series of videos as a part of a video marketing campaign as well.

Consistency doesn’t mean every video should be identical, but rather that there should be a recognizable style that ties them together. This includes elements such as color grading, transitions, font choices, and pacing.

By maintaining consistency, you can create a sense of brand recognition and make your videos more memorable.

One way to ensure consistency is to create a style guide for your videos. This document outlines the specific editing techniques and guidelines that should be followed for all videos within your content strategy.

It can include everything from the font and color scheme to specific editing techniques and transitions. Having a style guide in place makes it easier for everyone involved in the production process to stay on the same page and ensures that each video is consistent with the overall branding and messaging.


In conclusion, video editing is a crucial component of any successful video content strategy, allowing businesses to create compelling and engaging content that tells a story, enhances brand messaging, and increases audience engagement.

Bringing it All Together

Great video editing is crucial to a successful video content strategy. It involves choosing the right software, understanding the basics, and using cloud editing tools.

It also means enhancing storytelling, improving engagement, increasing shareability, and elevating the video quality.

To unlock your content marketing strategy, you can take inspiration from our examples and incorporate best practices such as keeping it simple, staying organized, using B-roll footage, choosing the right music, using transitions effectively, and paying attention to pacing.

By consistently implementing these best practices, you can ensure that your video content is not only engaging and shareable but also of high quality and visually appealing.

Ultimately, great video editing can help you tell your brand's story and connect with your audience in a meaningful way.

If this is something you don't want to tackle alone, be sure to reach out to us here at The Customer Story. We are experienced and reliable story-tellers that can help you create a video marketing plan fills your marketing funnel and takes your video strategy to the next level.

January 24, 2024
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