How to Create a Cohesive Video Content Marketing StrategyBy Jonathan English | 5:28 PM on August 29, 2017
Welcome to our Video Basics series, where we teach you the foundations of doing better marketing with video.
This video covers the 6 steps to putting together a solid strategy for all your video content marketing.
Get the Resources
Here are the free resources we mention in this episode:
- Video Content Marketing Strategy Template
- Video Academy: How to Set Achievable Video Goals
- Video Academy: Why Understanding Your Audience is Key to Great Video
- How to Run a Video Audit
- Video Academy: How to Beat the Competition and Carve Your Video Niche
- Video Academy: How to Build a Video Content Marketing Funnel Driving Leads to Sale
Effective video content is well-planned video content. It’s not just a one-off, but part of a broader strategy to provide valuable information to leads at every stage of the marketing funnel.
To do successful video content marketing you need to research, plan and build a solid strategy. If you’ve watched our Video Basics series all the way through, this video will serve as a great roundup of the topics we’ve covered so far.
We’ll also link to our video strategy template, which provides the framework you need to organise all the thinking we’ll do here. Download it and you can fill it in as we go along. So let’s get started.
Step 1: Know Yourself (and Your Goals)
Yes, great video is about providing value to your audience. But you can’t do that without first understanding your own business and where you’re going.
Your video strategy should begin with a review of your brand, its differentiators and values. What do happy customers love about you? What drives your business? What do you need to tell your audience about your brand?
Next, focus on what you want to achieve with video content marketing. What does success look like to you? What kind of return do you want to see from your investment? Be specific with your objectives, whether that’s driving traffic or boosting conversions. How will your aims for video fit into your wider business objectives?
For more information watch our video on setting video goals.
Step 2: Understand Your Audience
The quality of your video content rests on how well you understand your target audience. To create videos that can guide your leads through their buyer’s journey, you need to get to grips with who that audience is and what they care about.
You need deep insights rather than shallow statistics. You can get these by running surveys and conducting interviews. Start with basic information like demographics, then move onto more probing questions to pull apart your interviewees’ personalities. Try to get to the root of what your audience need and how you help them get it.
Once you’ve gathered enough data, consider splitting your audience into buyer personas. These groupings should reflect common archetypes found time and again in your leads and customers. Personas will help you tailor your videos more effectively to segments in your audience.
To learn more about gaining audience insights, watch our video on the topic.
Step 3: Assess the Market
Next, you should identify gaps in your own content as well as in the wider market. You’re looking for untapped opportunities for video success.
Start by reviewing your existing content. Which formats and topics have you covered, and which have you missed? What’s working and what isn’t? A thorough audit will help you pick out the strengths and weaknesses of your content as well as suggesting areas for improvement. Check out our blog post for a guide to running your own video audit.
Then you should examine your competitors’ content. What could your audience watch rather than your videos? What are others doing in the market and are they finding success? All this research will give you a map of gaps to take advantage of with your video content.
Step 4: Decide How to Differentiate
Now you’ve looked at what your competitors are doing, you need to decide how you’ll stand out from them. What can you offer that’s unique and valuable? What niche are you going to fill with your video content?
Note down how you plan to distinguish your videos while staying true to your brand and goals. Include a brief description of the kinds of videos you’ll create, their style and tone, the topics they will cover, and how you’ll distribute them to reach your audience.
Watch our video about securing your video niche in more detail.
Step 5: Plan Your Video Funnel
Finally, use all the research you’ve gathered so far to build a video content marketing funnel. This details the types of video you’ll create at every stage of the buyer’s journey. It should be a cohesive path guiding leads all the way from becoming aware of their problem to choosing your product or service to solve it.
Note down how your videos will resonate with your target audience at each stage of the funnel, the content gaps they’ll fill, and how and where they can be used and reused.
For more information watch our video on creating a video funnel.
Step 6: Write Everything Down
We covered a lot of ground. That’s probably all still swirling around in your head, but you need to make sure it’s also written down somewhere. An undocumented strategy isn’t worth having.
Download our video strategy template for the guidelines you need to get your answers down, as well as examples to help you along.
So that’s it. With that overview you have all the planning you need to start creating effective, strategic video content that feeds into your wider marketing campaigns.
It’s a lot to think about, so if you ever need support or advice, please feel free to get in touch with us. We’re always happy to help you work through your strategy and ultimately, do better video marketing.