Video Content Marketing Strategy

Unless you’ve avoided all forms of content marketing buzz, you’re well aware that video is a BIG deal when it comes to successful marketing strategies. In 2015, video was responsible for 64% of consumer traffic online, and that number is expected to reach 79% by 2018.

Video content builds your brand – it captures the attention of consumers, and it increases ROI. I don’t think any of us would argue that those aren’t top goals for any marketing channel.

As convincing as the statistics can be, many are still hesitant to dive in and focus their efforts (and finances) on video.  It’s not that anyone wants to willingly leave dollars on the table or simply ignore a potentially game-changing channel. Many grappling with the need for video content just don’t know where to start.

Here are four questions you need to ask in order to get your video content up and running.

  1. Who is my audience?

Before you invest time and money into creating video content, it’s imperative that you know your audience.

Understanding your audience is a cornerstone of every marketing strategy, and when it comes to video, there is no exception.  Of course, I’m not talking about simple baseline demographics – you’ll need to dig deeper than that.

Before you hit record and that camera starts rolling, you need to have a solid idea of what drives your targeted audience, what they expect from you, and what motivates them.  Are they business professionals who expect a well-planned, meticulously executed video about a product or service they need?  Perhaps they are fun-loving, easy going millennials that follow you on Instagram and expect your video to have that same voice/feel.

As you’re becoming intimately familiar with your target audience, don’t forget to consider influencers in your industry. Bloggers, consultants, investors, etc., can really help you tune into the audience chatter important for successful audience awareness. As an added plus, a relationship with these people can prove valuable in multiple channels, particularly video.

  1. What do I want from them?

If your thorough with your audience research, it may eventually feel like you know your audience better than your own friends and family, but all that knowledge isn’t going to help if you aren’t sure what to do with it.

In 2015, over 50% of marketers around the world felt that video had the highest ROI out of all content marketing, and predictions continue to back that trend. If you want to experience that gold-level ROI that video content boasts, then you’ll need to know why and how you want to engage your audience.

The answer to this question unlocks some of the biggest hurdles you may subconsciously face in the video content game. What should my video be about?  Where do I begin?  Do I need a cast or can I use video automation and slides? If those questions are looming, then establishing what you want out of this video is key.

When you flesh this question out in the light of your new audience info, you’ll be able to piece together a purpose and high-level “script” for your content.

  1. What kind of budget am I working with?

I know – the dreaded “B” word.  It would be great if we could completely ignore budgets and have an endless supply of money to create earth shattering video content that leaves customers lining up at your digital doorway. For most of us, that’s not the case – especially when you’re fresh on the scene and just dipping your toes in the video content pool.

A comprehensive look at your budget is going to let you determine what types of resources you can access; whether or not you should produce your video content in-house or through an external source, like an agency; if you have the funds to purchase scripts or hire writers; or if you need to start small with some free video content apps or a smartphone video camera.

To some, a budget may seem limiting, but realistically, it will help you take the necessary steps to ensure the best quality content for the funds you have available.  Avoiding the budget talk isn’t necessarily going to get you a better video, but it can leave some gaping holes in your financial reporting.

  1. What resources do I have?

You’re armed with a target audience, a plan of action, and a budget…now what? Putting this all together into a finished piece isn’t going to happen with the snap of your fingers (wouldn’t that be nice).  For some, this will be where the real creativity comes into play.

Do you need actors? A videographer? Camera equipment?  What about that script?  If you’ve established that your budget is fairly large, you may not be forced to do too much leg work, but if you have a small budget and need to account for all those aforementioned items and more, you’ll need to be resourceful.

The best place to start your search is internally.  In today’s professional world, it’s likely that a few employees in your company will have some of the skill sets you require.  From there, you can consider outside sources like local colleges and universities (interns, video departments/equipment), business associations (networks of entrepreneurs, mentors, and other businesses who may be able to help), LinkedIn connections, or even marketing agencies that specialize in content.

Concluding Thoughts

There you have it.  With those four questions, you should be able to get a great start on planning and executing your video content strategy, and before you know it, you’ll be ready to yell “Action” on your first video!

Jennifer Lobb has nearly a decade of experience in digital marketing and has a passion for the written word.  Throughout her career, she’s cultivated a strong interest in the role content plays in the world of marketing. In addition to her interest in marketing and content, she also uses her skills as an adjunct faculty member to help students of all ages and disciplines to improve their writing abilities and to construct quality essays and research documents.

More articles by Jennifer coming soon!