Content marketing has been the marketing buzzword for the past decade, and for good reason. It’s an easy-to-use and cost-effective way to generate, engage and convert leads.
But what about video content marketing?
Well, it involves the same principles as the content marketingbut applied to the video.
It’s about integrating the video seamlessly into yours Marketing strategy. It’s about ditching rushed video projects in favor of video campaigns well planned It means to create a quality video contentvaluable and effective in guiding prospects through each step of the marketing sales funnel.
To do video content marketing well, you must first research, plan, and create a solid strategy.
We are here to guide you in this strategy. Here are the 5 areas to consider when creating a video content marketing plan.
5 steps to planning your video content marketing
1. Know yourself (and your goals)
If the video content marketing it’s about giving your audience what they find truly valuable, interesting and relevant. But you can’t do it well without being comfortable with your own company, brand and USP (Unique Selling Proposition).
That’s why a video content strategy should always start with an honest review of what makes your brand different and what existing customers love about you. What will you need to communicate about yourself to your audience? What are your most important values? What drives everything you do?
Second, evaluate your goals video content marketing. Don’t jump right into the types of videos you want to create – think about the problems or opportunities you’re trying to address first. What do you want to achieve? What does success look like?
Here are some examples of goals you might want to achieve with video:
- Increase awareness of your brand
- Higher conversions on your landing pages
- Better understanding of your products or services by the public.
- More engagement with potential customers
The more specific you are about your goals, from driving traffic to increasing conversions, the more likely you are to create the content necessary to achieve them.
2. Understand your audience
Your video content it will never be as good as your understanding of your target audience. Without really knowing who your viewers are and what they’re interested in, you won’t be able to create the types of videos needed to guide them through the buyer’s journey.
What you need is a deep knowledge of your audience. To find it, you’ll need to conduct surveys, conduct interviews, and examine data. Start by gathering basic information such as demographics, then move on to more detailed considerations about personality and preferences. Make sure you get to the root of what your audience needs, wants, and what problems you can help them solve.
Once you have enough data, consider dividing your audience into separate groups called buyers. These should reflect the common archetypes found over and over in your customer base and allow you to more effectively tailor your video content to your audience.
3. Assess the market and your competition
The next key step is to identify gaps both internally in your own content and externally in the wider market. This allows you to find untapped opportunities for video content success.
Start with a review of your existing video content. What formats and topics did you cover? What works and what doesn’t? A thorough audit will help you identify the strengths and weaknesses of your current videos and suggest areas for improvement.
Then examine what you are up against. Who are the main competitors in your market and what video content are they producing? What can your audience already find? What are others doing and what are their successes?
Once you’re done, you should have a complete map of video gaps to take advantage of.
Now that you know your current position against your competitors, it’s time to make a decision how you will stand out with your video content. How are you going to create better content than them? What will you do that no one else will? What gaps are you going to fill?
It all comes down to your unique selling point in your video – the factors that make what you offer new and unique. You need to explain how you intend to stand out while staying true to your brand and your goals.
This should include short descriptions of the domain names:
- The types of video content you want to create
- His style and tone
- The topics you will cover
- How will this content reach your audience?
5. Plan your video content marketing sales funnel
Now you need to take all the data you’ve collected so far and use it to create your own own video content marketing sales funnel.
Your video content marketing sales funnel should detail the types of content you’ll create at each stage of the buyer’s journey, from awareness to decision. It should work as a cohesive whole to guide prospects from first touch to closed sale (and beyond).
Include details about how your video content will appeal to your target audience, what gaps it will fill, and how and where it will be used, reused and distributed.
Get started with video content marketing
If you’ve followed all 5 steps, you should now have an entire editorial pipeline of video content planned. A simple template will help you keep track of all this planning in one place that can be easily updated as you incorporate new types of video content into your marketing strategy over time.
This plan means your video marketing is safe and effective, instead of confusing and aimless. Congratulations! You’ve taken the first step to creating smart, strategic video campaigns.
Once you’re satisfied with the relevance of your video marketing strategy, you can move on to planning the production of your individual videos.
Some benefits of a video marketing strategy
Now that you have an idea about how to create a video content marketing strategy, all you need to do is write the video script, etc. You should know that this communication technique has several advantages. In fact, it helps increase your brand awareness. We must not forget how much the videos they are effective in communicating and reaching customers more easily.
Video marketing is also a great way to optimize your pages and generate traffic. In fact, Google especially likes videos, especially when they contain videos links and descriptions. In addition, it allows the multi-channel communication strategy to be exploited. That’s not all, today video sharing is very fashionable, especially when the content is interesting. Therefore, it helps to encourage social sharing.
Another great thing about video marketing is that it allows for a high conversion rate. More and more people are turning to the platforms like youtube to inquire about a product or service. In fact, watching and listening hold more attention than reading. Of course, these are just a few examples of the benefits of this communication strategy.