Strategy is a huge part of marketing. Planning helps you understand your timeline, budget and so much more. And, it’s no different with video content.
Content marketing is used to build your brand’s identity. You should aim for your content to inspire, educate and entertain. Video production gives you the freedom to build your brand and speak directly to your target audience.
This article will give you a few tips on how to build the perfect video content strategy.
Why is Video Content Production Beneficial?
Video is a popular content medium for many reasons. Videos enable you to tell a story about who you are and what you do. However, video production requires a specific set of skills and it’s worth investing in an expert video production team.
74% of marketers say video has a better return on investment (ROI) than images. Videos also perform better with music, voice-over and captions. A video content strategy allows you to create content that is optimized for different platforms. You want to create content that attracts and retains an audience.
Define Your Goals
Your content team should have a clear goal for your content. What is the intended outcome? How will your content help you achieve this? Defining your goals saves you valuable time and resources. Your aim should be to move buyers along the flywheel.
The first stage of the flywheel is to attract new visitors to your website or platform. The second stage is to engage potential customers and keep them on your website for as long as possible. The final stage is to delight, this is where customers are so pleased with what they see that they are willing to buy a product or service from your business. Every business should be aiming to add value to their customers and defining your goals facilitates this.
Define Your Target Audience
Most businesses should have a clear idea of who their target audience is. When creating your video content strategy, you should also consider who you want to attract with each piece of content. Market research is a suitable way to find out your target audience.
You want to move your ideal customer along the Buyer’s Journey by engaging them with informative and interesting videos. The best way to do this is by developing your buyer persona. This is a description of your ideal customer that helps you to understand your audience better.
A buyer persona can be collected from your existing customers and can include any of the following:
- Income or spending power
- Geographic location
- Preferred social media platforms or preferred media types
Now that you have created your unique and captivating video content, you need to figure out your distribution channels. The right channel allows you to deliver your content to the right audience, in the most convenient way.
The best place to start is through owned media. Your brand’s website is the most obvious place to post your video content, however, it’s also a good idea to attach videos directly to your emails. Repurpose your video for as many platforms as possible to get the most out of your content.
Social media is also a great place to post your videos. YouTube is the biggest video sharing platform. It’s also useful to share it on all of your other social media channels such as Instagram, Twitter and Tiktok.
SEO is an essential tool for all marketers. But did you know that good video marketing improves SEO? Search algorithms are increasingly prioritizing web pages with videos. This is because more people search for video content than any other type of content, so, it makes sense for search engines to prioritise video.
Videos also help to increase website engagement and keep users on your site longer. So, if you want your website to stand out on search engines, include videos in your content. People are more likely to see it before other results.
To have a successful video content strategy, you need to ensure your videos are of high quality. You should also make sure that other content such as blogs containing your videos is of equal quality. Ensure you post videos regularly to boost SEO. Lastly, do not forget the technical details of SEO when posting your content online. Remember to use titles, descriptions and tags.
A clear video content strategy can be useful for any brand or business. Not only is it cost-effective but it can increase sales and generates long-term interest in your brand. Follow the process of defining your goals, target audience, distribution channels and optimizing your videos for search.
Many businesses recognise the benefits of video production with 60% using video as a marketing tool. The effectiveness of video content appears to be increasing over time so it’s worth including this in your content strategy to stay ahead of the curve.
For video production services or more information on creating a video content strategy, contact Floodmaker.
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