We’ve seen more businesses start to create their own video content over the past year and although they’re on board with the why, many are still unsure of how to promote their content to an online audience.
There are a few really important aspects you need to consider when it comes to video content strategy. Here they are and here’s why they are so important:
Vision
Being clear on your vision is imperative. Think about your objectives and what you want to come from your video content strategy. Do you want to increase awareness of your brand? Do you want to increase sales of your product? Do you want to promote brand love? Whatever it is that you are out to achieve, you need to make sure you are 100% crystal clear on it. If you aren’t, the messages you are broadcasting through your video content become blurry. If you aren’t clear on what you want, there is no way your audience is going to know and this is why it is imperative to have an overarching video content strategy to your campaign.
All online content you create should link directly with your vision; all your content should be helping you to achieve your goal. A lack of clarity is dangerous when creating video content, if you are lacking in direction, your content won’t pack a punch. It won’t get watched, it won’t get shared, it won’t engage. Being clear on your vision will enable your audience to engage and it will make life easier for your production company UK to deliver effective content. Having a transparent vision will enable you to create a video content strategy with much more ease and you’ll be able to adhere to your strategy much more effectively.
Get to know your audience
Before you can create an effective video content strategy you need to do some research on your target audience. First, think about who your target audience are. What sort of age they are, which social media platforms they are using, how they like to see their content and what content they want to see. When you have the answers to these questions, you can start looking at your content strategy in greater depth. If you aren’t certain of your target audience thinking, about any form of strategy is going to be nigh on impossible, let alone creating actual content.
If you don’t know who you are aiming your content at, all your hard work creating content will be to no avail. If you don’t know who your audience are, your content is never going to reach your target people in any meaningful way. If you don’t know what they want to see, how are you going to get them to engage with your brand? Knowing exactly who you want to target and the best way to do it is half the battle.
Asses your current content
Look at what is working well and what isn’t working so well. There is no point carrying on using the same old digital content if it isn’t having the effect you desire. If it isn’t working, then you need to change it and change it fast. But, if you hone in on some things that really are working for you, you can do more of the same. Also, looking at why these particular things work will give insight into the kinds of digital content you want to be creating going forward. If you can understand why something if effective, you can create more meaningful content.
Reach out; ask people who have viewed your content if it worked for them and why. There is no harm in some constructive criticism and it might just bring to light something you hadn’t considered. Those who are already engaged with your brand will enjoy the opportunity to share their opinions with you. Even if its confirmation that what you are doing is right – it’s good to hear.
Look outside your brand
Look at other brands that are doing digital content well. If you can pinpoint some other brands who are getting the kind of engagement you want, look at their content. Do they have a professional production company UK and digital content agency behind their campaign? Get together and look at what they are doing differently to you, why is it working so well and how can you start achieving this with your digital content. Looking at content from other brands will be easier to criticise than your own; you could watch your own product video 100 times and still not see a glaring error. But looking at someone else’s work you can see the faults and the strengths. Then you can go through your own content and see how it fares up. Having recognised the good and the bad in someone else’s content, it will be easier to see the shortfalls in your own.
Measure your success
Make sure you have a way to measure whether you are achieving your goals and how well you are achieving them. If you want to get more Twitter followers, be specific and set yourself a target. Make it known that you want to get 1000 more followers in the next month, or you want to increase traffic to your site by 20%. It’s easier to work towards something when you have a clear target to hit. You wouldn’t send a salesperson out for a year’s work without telling them you want them to sell 10,000 units. If you are not hitting the goals, you can change something or reconsider the target you have set. But if you don’t know what you are working towards, you won’t know whether you are achieving or not.
Having a video content strategy is really important. If you don’t have a clear-cut route to take and a structured way to get there, hitting your targets and achieving your goals is going to be really difficult. If you have something visible to work toward and to align with, everything will come together much more easily. Just being clear with where you are now, where you are going and how you want to get there will make the task much more straightforward.