What is the definition of video content strategy?
Have you ever thought about why video is so powerful?
With an increasing number of product evaluations and instructive information available on video-sharing platforms, the difference between a good and terrible video marketing approach can either help you establish a strong sales and marketing channel or put you behind your competition.
We assist online brands and influencers develop their business and audience with video content at Vireo Video, and we’ve helped brands create over 2.5 billion views.
When we start working with a new client, one of the first things we do is promote YouTube video content plan, and we’d like to offer a few things to keep in mind when doing so.
The way you approach making videos in connection to your business goals is referred to as video content strategy.
To receive the best return on investment, you must plan and execute your video strategy from beginning to end, taking into account a number of potential stumbling blocks (ROI).
It is more probable that you will succeed if you take the time to set clear goals, expectations, techniques, and resources.
The following are the ten steps to creating a successful video content strategy:
Establish Your Objectives
To begin, ask yourself these two questions to determine where you want to start when developing an effective video strategy.
- What is the channel’s or campaign’s goal?
- What do you hope to accomplish with video in the end?
- Isn’t it simple enough?
But the truth is that most brands intending to enter the area or strengthen their current strategy don’t have a clear goal in mind.
For instance, the major purpose of your video content could be to increase the number of clients for your company.
Video is a great way to get people to move down your sales funnel.
Some of the brands with which we’ve worked wanted to increase their YouTube and Google video and website SEO. We see search traffic make up about 30% of all video traffic sources for several channels.
Take Bachelor on a Budget’s YouTube channel, for example: in the past year, YouTube search traffic accounted for 45 percent of the total for 1 million views. There have been 88,000 Google searches.
You should generate evergreen content based on some of the keywords you want to rank for if you want to rank for them. Frequently, these evergreen videos are how-to tutorials.
You may require all of these features, and your video clip can be used for a variety of purposes. Having specific goals, though, will enable you to focus your attention and resources.
Recognize Your Target Market
Who is your ideal customer or viewer? (Demographics/Psychographics)
What do your viewers watch on YouTube and search for in the YouTube Search Bar?
What groups do your videos appeal to?
Successful video marketing requires a thorough understanding of your target demographic.
Millions of videos are published to YouTube and other social media platforms every day.
Your content may be too diverse if you do not precisely identify your target audience. You’ll be up against not only a lot of competition but also an uphill struggle with the algorithms.
However, after taking over the channel, the host’s diet has shifted to a plant-based diet, as has the channel.
Concentrate on a certain niche market that you can serve.
After you’ve identified your target audience, pay attention to how they behave.
- What issues are they attempting to resolve?
- What do people search for in the search box?
- Where do people go to find the stuff they’re looking for?
Create a viewer profile to tailor your videos to their needs, and target the proper audience to get the most out of the time you spent creating them.
Pay attention to how your target audience acts after you’ve identified them.
- What problems are they trying to solve?
- In the search box, what do people look for?
- Where do individuals go to find the information they need?
Create a viewer profile to personalise your films to their specific requirements, and target the right audience to get the most out of the time you spent making them.
Differentiated Value Proposition
- What distinct value does your channel offer to its viewers?
- What subject do you know a lot about and can teach others about?
Now that you’ve determined your target audience and their behaviours, consider what sets you apart from the competition.
Why would a viewer choose your video over another with a comparable subject? “What’s in it for me?” is continually on their minds. “Is it worth watching any further?” and “Is it worth watching any further?”
The UVP for the channel we’re talking about is to teach people how to make healthy and delicious cuisine with inexpensive materials, so they can save money by dining at home more.
It’s much easier to persuade your audience to choose your content, watch more content, and subscribe when you have a distinct reason. Finally, persuade them to visit your website to look at your products.
When someone views your channel or watches a video, you’ll want to make sure your UVP is clear.
Develop a series of themes or episodes
Consider this: What kind of material can you constantly deliver?
Consistent themes in your material will enhance the likelihood that the audience will watch one video after another instead of moving on to a competitor’s site.
This can be accomplished by creating a playlist or a succession of playlists. When you submit similar material to videos that have already been successful, algorithms are more inclined to reward you.
Some themes will be more straightforward to create than others. Videos for which you already have information, such as your blog or FAQ, will allow you to swiftly create valuable content.
Content for the Bachelor on a Budget channel is divided into playlists such as Vegan Keto Recipes, Grocery Hauls, Breakfast Recipes, Dairy and Gluten Free, and so on.
Format of Video
- What formats are you able to generate on a regular basis?
- What formats will assist you in achieving your objectives?
- In your niche, what forms produce the best results?
Consider your video format in terms of the many sorts of content you’ll produce, such as tutorials, FAQs, live content, DIY, How-To, Social Advertisements, Mini Docs, Conversational, and so on (see above for an example from our customer Macinhome – a playlist of listicles and how-to style videos).
You’ll probably have more than one format, and you’ll want to try out a couple to see what you can regularly generate and where you can get the best results and return on investment (ROI).
You should also consider your goals and ask yourself, “Do these content formats assist me reach my goals?”
Again, if you want to increase organic search traffic, how-to videos are a terrific way to go.
You can also look at your competitors’ video formats to discover what has worked for them.
Even if your material is different, this could be a clue of the forms your similar audience consumes.
Dispersion
Which platforms will you use to share your content?
This article has primarily focused on YouTube because that is our area of expertise, but your audience is likely to be on other social media sites and can also find your material through other routes such as your email list.
You probably know where your audience hangs out, and native video is now available on almost all of the major platforms.
As a result, you can choose whether to release content on a single main site, such as YouTube, and then disseminate the link to other social networks, or to post your video content natively to each platform where your audience is present.
YouTube links on Facebook are unlikely to perform as well as locally uploaded video on social platforms.
If your goal is to increase your YouTube channel, however, YouTube prefers to see new viewer sessions and external shares.
Determining which platforms you’ll use to distribute your content also simplifies the process of creating it.
Resources (nine)
What essential tools or resources do you have to create excellent videos?
What resources or equipment do you require to create or develop your video content?
When developing digital marketing institutes, it’s important to keep resources in mind.
Because you are investing time and resources to tackle the video area in this scenario, it is critical to understand the labour and cost of the production.
You might think of a camera, lights, microphone, or editing software at first glance.
Learn how to structure your videos so you can predict how long it will take to edit them and what equipment you’ll need.
From filming to editing and post-production, a five-minute video could take anywhere from 20 minutes to eight hours to finish.
Characteristics
What aspects of your videos will appeal to your target audience?
Quality refers to the ingredients that will cause your audience to devour your material in an addictive manner, similar to your unique value proposition.
The characteristics might range from charismatic to humorous to incredibly knowledgeable and bright.
To encourage viewers to watch more videos from you in the future, make sure the presenter is compelling in every way.
Aside from the presenter, scripting and delivery are also important aspects of a successful video and video strategy.
Promotional opportunities
- What platforms will you use to distribute your videos?
- What publishers or influencers will your material be shared by?
- What paid media will you utilise to reach out to new people?
Promotion can be viewed from two perspectives: natural and paid. Organic promotion is critical to the success of a video campaign.
You want to find out where your audience’s communities are and become a valuable tribe member by not only offering amazing content but also engaging back.
You can also provide reasons for your audience to share it.
You might hold a contest and reward viewers who share the video with a prize.
Your viewers will feel motivated to share your film with their friends and peers if it elicits a strong emotional response. That is how viral content spreads.
Collaboration (nine)
With whom are you able to collaborate?
What can you provide Collaborators in terms of value?
Collaboration can take many forms, such as collaborating with another company or creative to create material for distribution on one or both of their channels, generally with the goal of attracting new customers or developing distinctive content.
The potential to reach new audiences with the built-in trust factor that each party has with their existing audience is the greatest strength in partnering.
You may team up with another company that caters to a similar demographic but isn’t in direct competition with you. If you work for an IT consulting firm, you may collaborate with a software company to create a webinar for your clients.
Hum Nutrition, one of our clients, engages with health experts such as nutritionists and fitness instructors on a daily basis to develop unique content with expert insights. They also conduct unboxing films of their monthly subscription box, which frequently include things from other firms.
Working with influencers or aggregation channels who are enthusiastic about your company and products can pay off handsomely.
All sides should profit from a successful collaboration, but the audience you’re serving should be the most important.
This document can help you lay out the important components of a successful video content strategy. You may get a copy of it here.