How to create your video content strategy
Good videos can have positive impacts across all areas of your business from sales and brand recognition, through to increasing efficiencies and employee engagement. We often see brands and businesses, creating content ‘as and when’ an idea comes to them and sometimes without coherent purposes in mind.
This is why creating a video content strategy is vital if your business wants to leverage the power of engaging videos.
Step 1: Identify your strategic goals.
Perhaps you want to win more of a particular type of client, or raise awareness of your corporate social responsibility.
You may already know these goals, or this may require some reflection. Either way, it’s critical to keep these in mind throughout this whole process so that you ensure you’re adding value at every step.
Step 2: Identify your target audience.
Who are they?
What do they like?
How do they make decisions?
If your goal is to increase sales, or get a better hit rate with clients, what does your sales funnel look like?
Learning the answers to these questions will help you to nail down the key points you need to highlight when you’re deciding how to portray your business.
Step 3: Identify your audiences’ barriers and pain points.
Do your clients suffer from a problem that you can solve?
Are there common misconceptions about your business or industry?
Do you do things differently?
Step 4: Content examples.
What sort of content can you produce to help with the points and questions that you’ve raised so far?
Perhaps video testimonials would help with influencing sales, or maybe telling the world about your sustainability programme will give you an edge among environmentally conscious buyers.
Step 5: Competitor analysis.
Some of your competitors will already be doing an impressive job with their videos. Look for some inspiration and see what’s working for them. You may also find plenty of examples of what you DON’T want to do!
Step 6: Draw up your plan.
Starting with the most time-sensitive stuff first. If you’ve got a great project that’s drawing to a conclusion and you want to make a case-study video of it, it makes sense to start with that.
For everything else, draw up a content calendar so that you know exactly what, when and how you will execute the rest of your video strategy.
Step 7: Execute
It’s so important to maintain consistency with your videos. One off’s can have a good impact, but brands who implement their video strategy over the long term will reap even greater benefits.
Don’t forget to think about which websites and social media platforms you are going to be posting your videos to. Keep that in mind when deciding on how long they should be and how to structure them.
If you need help with nailing down the specifics of your content strategy, get in touch with us. We offer consulting on exactly this and can advise on how to make sure your plan suits your business and help achieve your goals.