The report by content marketing institute’s found that over 63% of marketers don’t follow a well-documented content strategy. Content marketing is a strategic marketing approach that focuses on building and distributing relevant and valuable content to attract and retain a target audience. Video allows you to bring life to your content in a unique way. Pictures and blogs are great, but videos offer a more effective way of storytelling with which you can communicate directly with your audience. It also serves as an effective way to connect with your users and build a more satisfying and stronger relationship between your business and your target audience.
In 2019, video content made up over 80% of the entire internet traffic. The mobile video consumption trend also increases by 100% each year. Now that you know why is video so effective in marketing, now is the right time to create a winning video content strategy for your business.
In this blog, we are going to explore more about video content marketing strategy and everything you need to know about crafting a powerful video content strategy and different elements to consider when broadcasting your video materials.
What is a video content strategy?
A video content strategy is a plan that identifies the type of videos you need to create to connect with your target audience and hit your business goals. The video content strategy you create is an integral part of your marketing strategy. It determines the type of videos you will create and the subjects you will cover.
When brainstorming about how to create a content marketing strategy, crafting the best quality videos by following a well-planned video content strategy will help you improve your video views. Increased video views with the right call to action will improve the conversions considerably.
Key considerations to creating video content for your business
Now that you have understood the video is the future of content marketing and the value of creating a content strategy, it is time to create one of your own. You need to start with planning your goals, crafting a storytelling plan before you move into creating and distributing videos.
Determine your goals and objectives
Determining your goals and objectives is the first step towards creating a video content marketing strategy.
To proceed in the right direction, as yourself the following questions.
- What you want to accomplish by creating video content for your business.
- What type of conversions are you aiming for?
- Who is your target audience?
- What type of content your audience likes to see from your brand?
While setting your goals covers what your viewers will get from your video content strategy, you must also think about what your brand will benefit from it.
Typical video content goals include the following:
- Driving more traffic to your website.
- Generating more revenue with your video content strategy.
- Improving the perception of your brand that you have authority in the industry.
- Getting more high-quality leads and making more sales.
- Reducing marketing costs
- Improving social media engagement which helps with getting more traffic.
Know your audience
One of the most effective content marketing tactics is to get to know your target audience. To create the best content that appeals to your viewers, you need to understand who your audience is.
Here are some of the important actions you need to take to know your target audience.
Collect demographic information
Collect the demographic data of your target audience, social media followers, email subscribers, and site visitors. Web and social media analytics and reporting tools will help you to get the data you need to know about your viewers including:
- Age group
Get feedback from users
To know more about your viewers, try feedback from them. By leveraging the feedback from your customers, you can understand their priorities, determine the best platform to reach your users, and create your buyer personas.
Build buyer personas
Once you have gathered demographic data and user feedback, you can build buyer personas. Buyer personas describe your viewers so that you can target your videos better.
Create the videos your audience would love to watch
No matter how well you know your viewers if your videos don’t appeal to them, none of it matters. The key to creating engaging content is to know what type of videos will delight them. What will be the most preferred content they would like to watch if they spend time on your video platform. Also, maintain a certain level of quality for your videos so make sure you plan for it as well. What you communicate to your viewers with your content says everything about your brand.
Create the story
If you are looking for how to create a marketing video to connect with your viewers at a deeper level, you need to craft your story. Along with that try to understand the story of your audience which means what type of solutions they are looking for through your content. Your storytelling gives you credibility and authenticity to help your audience to solve their problem.
Show them that you empathize and care for them to help them reach their goals. Understanding the emotions and requirements of your target audience is directly linked with the success of your video content. The essence of this storytelling must be applied to any videos you create so it must shape your whole content strategy.
Outline the topics for your videos
One of the most significant aspects of video content marketing strategy is to create topics that your viewers would be actually interested in. This is where doing market research comes to your help.
Here are some of the types of subjects you can create content.
- Create tutorials related to your products or services
- Create content that displays the expertise of your team.
- Make videos that share the experience of your customers
Interview your teammates or important personalities in your industry that can offer unique information to your audience related to your business or the industry you work in.
Take inspiration from these ideas and create video content that is unique to your brand. Think about the type of questions your customers ask you and give them the answers through your content.
It is also great to incorporate seasonal content that follows trends in the industry. As long as your videos remain valuable to your audience and align your business goals, there is no limit for your experiments.
When you look for the topics, make sure you conduct relevant keyword research for SEO. This will help you determine what your audience is searching for and what type of keywords you must target.
Find a creative angle
Once you have finalized on the list of topics to create your videos, find the creative angle you are going to take and how you will present it uniquely. You can create videos on subjects that have already been covered but make sure you adopt a unique angle. Additionally, add as much additional value as well.
Beyond the unique perspective, consider different ways to present your information to your audience. You could even compile videos of behind the scenes and share a unique message with your viewers. Experiment with different video styles and see what your viewers respond the best too. Connecting with your viewers in the best way possible must be your ultimate goal.
Make it clear what your videos are about
One of the effective content marketing techniques is to make your audience understand what your videos are all about. This is particularly important if you want to get more views for your videos. You must provide detailed information to your audience to decide whether they want to view it or not. One way to do this is to craft your video titles in a smart way. Most viewers go through the title before clicking on a video which makes absolute sense.
Besides the title, you can also use the description section to elaborate on what your viewers can expect from your videos or what your videos are all about. Transcribing your videos also allows your audience to go through the content in a text format that they can read first and watch your videos if they want to. This also helps search engines to crawl your video content.
Plan the type of video and distribution
When it comes to distributing the content, there are different ways you can do it. The most popular methods are video on demand and live streaming. Both of these content distribution options come with their own advantages. But there is the only thing that is common to both- the need for a professional streaming solution.
Understanding the purposes and significance of different types of videos will help you create a powerful content strategy that is beneficial for your business. How you plan to distribute your video content will also determine the type of videos you will create. For example, videos that need extensive edits, animations, or special effects can be broadcasted as video on demand. whereas, live stream content is broadcasted as they are shot.
Leverage social proof
Leveraging social proof is one of the best content marketing strategies, not just to increase conversions but also to cultivate trust among your audience and your brand. Over 50% of customers find testimonial videos helpful to take a decision. There are a lot of ways to do it. You can show viewers, votes, likes, comments, etc. to show your audience how other viewers have found your videos valuable.
Optimize content for conversions
If you are looking for how to develop a content marketing strategy, you need to focus on optimizing your content for conversions. Marketers who are experienced know the importance of incorporating a call to action. Everything depends on your goals, whether you want to pitch sales or want more leads. In your videos, you can include a direct message from the speakers, add relevant links at the end of the video that leads to the landing page. Additionally, determine the best time to share the videos that will help you get the maximum viewer.
The more views you get; the more search engines will recognize the significance of your videos to other viewers.
You must make your videos interactive and engaging and show how your audience can help your audience. Get creative and try out different things to find what works best in getting conversions.
Maximize the reach and effect of your videos
Once your video campaign is ready, you must aim to get the maximum impact out of your content.
Here are some of the important things to consider the video marketing strategy.
Engage with your audience
To engage with your audience, ask the opinions of your audience, and respond to the comments that are posted under your content. If you are planning to run live streaming, you will get instant notifications when someone puts a comment on your video.
Pay to promote your content
To promote your videos, there are plenty of advertising tools you can leverage to reach and target your audience. To start with, you don’t need to have a big budget to grow your exposures and user base. Create a compelling introduction, understand your target viewers, and personalize your content parameters according to the unique needs of your audience.
Make it an integral part of your marketing campaign
Video is one excellent content format to present the same information you put on your website, blogs, podcasts in the most effective way. Just like you create informative content for other formats, you can do the same with videos.
Analyze the performance of your video content
Even the most effective content marketing tactics cannot succeed without analyzing the performance. If you have a vast content library, you must practice to measure the performance of your video marketing campaigns and make efforts to improve them.
You can use Google Analytics to track the performance of your content, analyze video views, watch time, traffic sources, and find out your popular videos. Not just that, you can measure the overall brand awareness based on the total number of viewers, the number of shares, and mentions. The best way to create a successful strategy is to have a clear method of performance analysis.
Creating video content for your business might be a bit challenging. But with enough patience and a little practice, you can create high-quality video content unique to your brand. If you are struggling to start, convert a well-performing blog of your own to a video. Use the video to display the information in a new and engaging way to delight your viewers. Video is the future of content marketing and it’s time to make it an integral part of your marketing strategy.