5 Tips For Video Content Strategy

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Recently we created a content strategy guide to get you started in ensuring the roll out of kick-ass branded content in 2015. Being the nimble, nerdy, video experts we are, our greatest content interest lies in helping you succeed within the video realm — and yours should too considering 79% of global consumer internet traffic will lie in video by 2018. Even more impressive, the sum of all forms of video (TV, video on demand, Internet, and P2P) will be in the range of 80 to 90 percent of global consumer traffic by 2018.” 

Whether developing a a video content strategy for the first time or reworking a previous strategy, these five tips will set you up for video success in 2015!


1.  Define your target audience and goals

If you’ve already developed a content strategy, you’ve got a great start on determining who you want to reach and what message you want to get across. Now delve a little deeper. Different content subject matter is produced because different consumers like information delivered in different formats. For instance, a longtime customer may be interested in long-form posts discussing new ways to achieve results using your product. Meanwhile, a prospective buyer is more likely to look at several video demonstrations before making a purchase decision. Consider who you are trying to reach through video and where they are currently situated in the buying process.


2.  Determine available resources

Before brainstorming new content ideas, consider what is already available to you. What content do you have that can be repurposed? Do you have the equipment? Time? Money? Available personnel?

We are often asked if quality video can be shot on a personal handheld device. To which we reply, “YES”! A lot of extremely impressive video has been shot from an iPhone. Don’t jump into a DIY video project without first considering the time, energy, and money involved. Keep in mind, without all the key pieces in place (lighting, timing, equipment, talent, location, and so many more), the end product might not satisfy your initial goals. If you are up to the challenge, we’ve got your back! Take a look at our tips on DIY video production.

Not a gambler? If you would prefer to invest in professional video, don’t take the decision lightly.  Choosing a production company is like committing to a life partner. They should first understand who you are and what you want — your video desires, hesitations and limitations. Ask a lot of questions before hiring a company. If they aren’t able to effectively communicate what they do and how they do it, the project may suffer. Ready to take the next step in hiring a pro? Click HERE.


3. Create a content calendar

Now that you have defined your audience, outlined goals, and determined available resources, it’s time to set your creative team in motion.  Whether it be immediate staff, your marketing department, or the creatives at a production studio, get them in a room and partake in a cumulative brain dump. Sift through the good, the bad, and the atrocious ideas until you have a workable list. Then, expand on the ideas your team believes will best satisfy your goals.

Don’t be boring or redundant; posting the same types of video over and over again is a good way to lose viewers over time. Sure, explainer videos may prove to be useful to many of your viewers but an entire page of explainers all done in the same room, with the same lighting, and the same subject might propel a promising client off your page. When it comes to video types and styles, the options are endless. Consider some of these:

  • Brand Personality
  • Case Study
  • Behind The Scenes/Virtual Tours
  • Frequently Asked Questions
  • Testimonials
  • Product Demonstrations

We like to put online videos into 3 classes.  Find out more here.


4.  Distribution channels

A solid video distribution strategy is just as important as the video itself. Where your video is hosted can be as much of a catalyst for reaching goals as it can for utter disappointment. Most website owners opt for a third party video host rather than hosting their own videos. There are a multitude of third party video hosting options, each providing a different solution to a different problem. Some of our favorite platforms include Wistia and YouTube, but there are a lot of great players out there, all with unique capabilities. Click here for a great list of video hosting sites.

We recommend a strategy that includes, at the very least, a site that allows you to embed and retain full control over your video. YouTube is free and with the right CTAs and interactive cards, it can help generate leads and increase click-throughs. Still, YouTube is the second largest search engine with over 1 billion unique visitors discovering content there each month. With that in mind, you would be doing your company a huge disservice by neglecting to post your videos on YouTube in addition to hosting on your own website.  Just make sure to provide a link to your website because 65% of business executives visit the marketer’s website after viewing a video!


5. SEO

SEO —just three lone letters but, when put together, this acronym has some serious intimidation power to professionals outside of the coding and hacking realm.  Trust me when I say, it isn’t as scary as it seems.  So, let’s take SEO out of the same scary category as APR, IED, and GRE and regroup it with LOL, BYOB, and PB&J. Boney Pandya of ReelSEO suggests the following:

  • Tag the video with keywords
  • Incorporate metadata with a good description
  • Pick appropriate thumbnails
  • Build links across the Internet that direct back to your video
  • Use a video sitemap

Check out our roundup of the best video SEO blogs for additional actionable insights from the experts.

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