Just in case you were meditating in the Himalayas for the past year (or so), everyone in the marketing sphere today is talking about video. And it’s no wonder really – a quick look at the numbers show that digital video ad spend has increased by 25% in 2019.
What’s more, according to eMarketer US, marketers will spend $29.24 billion on programmatic video this year, which accounts for 49.2% of all US programmatic digital.
So it’s probably safe to assume that there is at least a drop of truth in this “video” thing.
The problem is, there tends to be a lot of generalizations about video marketing. We’d like to point them out, and by doing so, we hope to help you in shaping a winning video content marketing strategy to get your videos out there.
What is Video Content Marketing?
Video content marketing is the practice of creating, publishing and distributing videos that do not explicitly promote a brand (or product) but are more informative, educational or entertaining by nature. Video content marketing can be done as a standalone process or as a part of a holistic content marketing strategy.
Video Marketing vs. Video Content Marketing
Many people use the names “video marketing” and “video content marketing” interchangeably. But when you think about it, it’s like referring to “Marketing” and “Content Marketing” as the exact same thing – which we know they are not.
The main difference between the two is that video marketing is a push marketing strategy in which you are trying to directly promote a product to your audience. Whereas in video content marketing, you implement a pull marketing strategy that aims to draw potential customers towards your brand or product.
8 Steps for Building an Effective Video Content Marketing Strategy
The first step in creating a successful video content strategy is to think of yourself as an independent movie producer. You will need to work through all stages of the filmmaking process before you click the REC button:
FIlm ProdSource: https://www.presentfilms.com/how-we-work/
Development: Screenplay, financing
Pre-production: Preparations for the shoot
Post-production: Editing and effects
However, since you are not filming a full-length feature, it’s more effective to focus your efforts on the following 8 steps when developing a video content marketing strategy:
- Define your video objectives
- Evaluate your resources
- Decide who your target audience is
- Get creative: Vision > Screenplay > Storyboard
- Map out the pre-production process
- Create a content calendar
- Plan distribution channels
- Decide on KPIs
Let’s get going.
1. Define your objectives
This is the most basic step in the video marketing process. Though it may be tempting, don’t skip this step. If you do, you risk finding yourself shifting focus and directing your efforts in unwanted directions. Start by asking yourself: what is it that you want to achieve with your video content?
- Increase brand awareness
- Generate leads
- Drive other types of conversion
- Sell products
- Improve customer retention rate
- Educate your audience on your product or services
- Develop a community
- Increase number of followers
TIP: Stick with a single objective! It’s tempting to include more than one, but if you do so, you will quickly find yourself struggling with a highly complicated project planning process, which can eventually throw you off-track.
2. Budget and resources
Normally as a film producer, you first have a screenplay at hand and a vision in mind, before you begin to raise money for the production. As a marketer or business owner, we suggest reversing this process and start by deciding on a feasible budget and only then move on to planning the project.
This will ensure you stay on top of your budget at all times and eventually give you better chances of delivering the business results you are aiming for in a timely manner within budget constraints. You can use this film budget spreadsheet to help guide you through the budgeting process.
3. Target audience
All set to jump into the storyboard? Well, don’t get all Scorsese on us just yet. Keep in mind that your masterpiece is part of a marketing campaign, and as such, you need to decide who is the audience you are hoping to reach. This is done by creating marketing personas. Build your marketing personas by using a template if you like. But you can also just jot down your ideas about the ID of persona you are looking to target in this campaign. Go into as many details as you can, and don’t be shy to “personalize” your persona by giving them a name, age, hobbies, etc.
4. Time to get creative
Cheers! You’ve made it halfway through the strategic planning process. Now it’s time to kickstart the creative process. This process has 3 parts:
- Construct your vision. Write it, draw it, use a mind-map. Choose whichever way that feels intuitive to you. But always think of this construct as something you could easily explain to someone else.
- Write a script to support your vision. Unless you have studied filmmaking, chances are you don’t know how to write a script. But then again, you are not creating a full-length movie. So feel free to just write down the story of the video (from beginning to end) with a focus on the main event. And divide the story into scenes if needed.
What’s important to take from this is that your script doesn’t need to be ‘professional’ to create a successful video. But no matter what your script is about, whether you are creating a whiteboard about wildlife in the Himalayas, or you are broadcasting a gaming event, you will need to have a decent script at hand to get the results you want.
- Illustrate a storyboard of your video scenes. Just like with the script, you don’t need to have a professional storyboard. But you must have one! Don’t worry if you are no artist – even a rough sketch will do the job.
This is where your storyboard comes in handy. It’s time to map out all the things you will need to produce the video:
- Characters who are going to appear in the video (self, actors, pets, etc.)
- Props needed for the shoot
- Location of shooting
- Sound & lighting
- Camera operator (tripods if needed)
That in mind, you can also create beautiful content marketing videos without filming anything yourself. Magisto’s Business plan includes 3+ million full-HD pro stock video clips and 25 million photos for you to use to tell your stories without the hassle of real production.
6. Content calendar
How many videos are you planning to produce? Perhaps you are planning just one that is going to be shot over a longer period of time but promoted on several occasions? Or maybe you are producing a series of short videos. No matter which, any good content marketing campaign must have an editorial calendar that specifies when you will promote your videos and all the deadlines in the lead-up. This helps tremendously in the creation process and makes sure that everyone involved is aligned with regard to responsibilities and schedules.
That’s exactly where our social media content calendar guide for 2020 comes in handy – it can make your content-creation life much easier.
7. Distribution channels
Like any great producer, you need to decide what distribution channels you will use to promote your video to your target audience. Sorry to disappoint, but simply publishing the video on your YouTube channel, Facebook page or Instagram story is usually not enough. The video needs to get as much exposure as possible, preferably among your target audiences.
Just in case you don’t have tons of followers, you should consider video advertising on Instagram, YouTube or Facebook. This will probably get you a much larger number of views with much less effort than simply promoting your video organically.
8. Decide on KPIs
Lastly, before you clap your clapperboard on us, take a minute to consider what would be a successful result for your video content campaign. Remember the objectives you defined way back in step 1? Take the ones you chose and quantify them as much as possible. Make the numbers as realistic as possible; avoid over or underestimating. Generally speaking, a good KPI is one that indicates a positive ROI once it is reached. What denotes a positive ROI is totally up to you and your business needs.
Follow these 8 steps and you’ll be well on your way to earning accolades for your video marketing strategy.
And that’s a wrap!