Video Content Strategy

You’ve probably heard the statistics about how videos can help companies boost conversions, retain customer interest and improve brand awareness. Instead of rushing to create a ton of videos and post them on various platforms, it is important to come up with a coherent video content strategy. Here is a five-step checklist that will help you set objectives for video creation.

Checklist for Video Content Strategy

1. What Are Your Goals?

Before you set a budget for individual videos or start producing content, think about the objectives you want to accomplish with video marketing. Are you going to focus on educational material? Promotional content? Fun videos? Behind the scenes looks at the company?

It is also the moment when you determine your target audience. If you want to split up your video content strategy based on the audience, be clear in differentiating them. Is it based on age? Gender? Political affiliation? Income level?

2. Outline Video Topics

When video is about to become a major part of your content marketing strategy, sitting down and creating an outline of possible topics can help you a lot. Start by outlining the types of videos you will create. 

For instance, you can divide up videos into short ads, product demonstrations, customer testimonials, Q&As, behind the scenes videos, and live streams. Now focus on the topics you want to cover with each type of video in the next six to twelve months.

3. Who Creates the Content?

Do you already have a video marketing team at your company? If not, you may want to consider bringing outsiders to help with your video content strategy. A video marketing professional can help you set goals, understand video types, write scripts and shoot the videos.

During this phase, you should also decide on your budget for specific videos. Put more money into videos that you believe will give you a greater return on investment.

4. Decide Where to Post Content

There are so many platforms for videos in 2019. You could create traditional television ads, YouTube videos, Instagram posts, Twitter videos, Facebook live streams or content that can be hosted on other platforms.

The platform you choose should coincide with the type of video and the audience you are targeting. For instance, younger users are more likely to be on Instagram, where short videos and live streaming excel. Facebook is great for targeting an older, more mainstream crowd, while YouTube is perfect for product tutorials and longer videos.

5. How Will You Measure Performance?

Many performance metrics are available for analyzing the videos that make up your video content strategy. Drop off rates, click through rates, conversion rates and total views will help you understand whether a video is successful or no.

Going from zero to one hundred with a video content strategy in a few months can be daunting. By following our five-step checklist, you will be in a better position to decide on the goals and methods related to your future marketing videos. Need more information? Just ask!

John Foundas is a multiple Emmy and Telly award-winning Director of Photography, Producer, and Editor in Washington DC. He is currently the Executive Producer and CEO of Foundation Digital Media.