How to include video in your content strategy

If you’re a marketer, it’s likely that your content strategy is centered around three things:

      • Brand awareness
      • Lead generation and sales support
      • Customer engagement

 

Thinking about these categories, here are just a few facts that make a compelling case for adding video within your content buckets:

Brand Awareness – Video content is favored by social media algorithms, making video content go further than other types when it comes to driving awareness.

Sales – 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. (Wyzowl)

Engagement – Users spend 88% more time browsing on websites that have videos (Social Media Week)

Now that we got the why out of the way, the question is – how do you include video in your content strategy? There are three main things to consider when thinking through how video fits in with your content—planning, creation and distribution.

Distribution

Assuming your video is part of a campaign or business initiative, you’ve probably already thought about who your audience is, what you are trying to achieve and the key campaign messaging. From there, we recommend that you work backwards in your considerations and think about distribution of your video first.

Thinking about your audience for this specific initiative, where can you find them? This will dictate where you publish your video when it is final, and help you back into your specific video needs including type and length of video needed to complement your other content. It will also help you identify other deliverables that may be needed such as social media teasers that drive to the full video on your website or elsewhere.

Planning

Think about your vision for your video and how it ties into your overall campaign. Will it drive to a website or landing page, or stand on its own? This will help determine what type of video you want to create (brand story, product explainer, interview, social media short, etc.).

If you have already thought through this information, a great video agency will be able to help you flush out your video plan through the pre-production process and align with you on a vision that helps you accomplish what you’re trying to do.

Creation

When you lay out your content strategy annually or for a specific campaign, make note of timing. While some pieces of content take just a few days to create, you should plan ahead 10-12 weeks for your video content (several weeks to source the right video partner and up to eight weeks for creative development, production and final delivery of your video).

Refer to our blog 5 questions to ask when you’re looking for a video agency to help vet the right agency to create your video content.

 

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