10 tips for adding video to your content strategy

There’s a lot more to using this ever-expanding format than hitting ‘record’ and posting it online, waiting for it to go viral. Try these approaches to entice and captivate your audience.

Marketing, at its most basic, involves connecting with people—and video is a huge part of many successful campaigns.

What’s more, by 2019, Cisco predicts that 80 percent of all consumer internet traffic will involve video.

Here are 10 tips to help you get started with your video content strategy:

1. Educate yourself. Before you start thinking strategy, you should understand the video production process. The best way to learn is to watch videos. Look at competitors’ videos to see which content and approach gain your attention. Marketing departments might understand the value of video, but they probably don’t know where to start. Educating yourself will give a clearer idea of the video that you want to produce.

2. Know your budget. The No. 1 question we’re asked is, “How much for a video?” We respond by asking, “How much is a house?” The latter answer depends on several factors such as location, number of rooms, bathrooms, acreage. The same principles apply to video: length, shooting locations and crew size all matter. Understanding what you expect to receive and how much you want to spend will make collaborating with your production company a lot smoother.

3. Set your goals. Unfortunately, many marketers and companies base success on the virality of the video, which has a slim chance of happening. Going viral takes luck. Focus on reaching your target audience or telling your story uniquely to stand out from your competition. Talking facts, telling a compelling story or engaging your audience will help you devise the best strategy to reach your goals.

4. Identify your target audience. Creating a video in order to repurpose it for different audiences is ineffective. We strongly recommend creating several short videos that target specific people through specific channels. Creating content to please everyone is a waste of money. By putting together a plan and schedule, you will set yourself up for success. Keep things short and sweet for specific audiences. Understand where the video will be posted and how those viewers will consume content.

5. Figure out the right message. Sometimes companies have an idea or reference that might not align with the tone they should be conveying. For instance, a five-minute corporate video may not be the best choice when a 3D animation video would be better suited. Reference videos are by no means a bad thing, but it’s important to keep your brand message and delivery in mind. Being innovative by creating new and original content will help you stand out.

6. Find the right opportunities. Ask yourself: How will video work with my current content strategy? How can I implement social media? What pages on our website get high-volume traffic? Are those pages converting leads? Let’s talk about specific video types:

  • Brand videos (your flagship video, explaining who you are or what you do, and posted prominently on your home page)
  • Video testimonials
  • Video blogs
  • Product videos (for promoting a new product while discussing how it works)
  • Explainer videos
  • Social media videos, 15–30 seconds each
  • Television commercials

7. Hire the right company. Usually, marketers look for the cheapest video company to produce their content. Instead, focus on the right company to showcase your brand. Do research to find one that understands your market and can create robust content for your video content strategy. You’re looking to build a relationship and partnership to make your video content strategy successful.

8. Market your video content. Creating great content is only part of the equation. The other is using the right platforms to distribute it. Put your video on your website to increase your SEO efforts and decrease bounce rates. If your content can provide value, pitch it to publications and key online figures so they can share it. Post about your new video on your blog, and send out an email to reach new and old contacts alike. If your content is relevant and exciting, have your sales team send it to potential clients. Include a call to action in your email signature to help potential clients understand what your company does.

9. Measure success. The goal is to see an increase in views, followers, shares, page views, website traffic, etc. Trust the hard work that you have put in, and market it to see long-term benefits.

10. Follow up. Build on your success by continuing research, adapting to trends and creating new ideas to make your brand stand out. As with any content strategy, if you focus on consistently putting out great, innovate, educational content (and making sure you interact with everyone who is discussing it), you’ll see results in no time.

Stanley Meytin is CEO and creative director for True Film Production. A version of this post first appeared on BusinessCollective.

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