Over the past decade or so, video content has quickly become essential for reaching and connecting with audiences in a meaningful way.
For small and medium-sized businesses, as well as marketers new to video, creating a solid video content strategy can make a world of difference. Whether you’re working with film production companies in Brighton or handling video creation in-house, having a clear plan ensures your videos are purposeful and effective. In this guide, we’ll walk you through the process of building a video content strategy from the ground up. By the time you’re finished reading, you’ll know exactly how to create, execute, and optimise video content that resonates with your audience and drives results.
Why You Need a Video Content Strategy
The Growing Importance of Video in Digital Marketing
Video content is everywhere, and it’s here to stay. Over 90% of marketers say video offers one
of the highest returns on investment. It makes sense: people are watching more videos online
than ever, which means businesses have a golden opportunity to reach audiences where
they’re already engaged. By 2024, around 80% of all internet traffic is expected to be video-
based—that’s huge! If you’re not creating video content, you’re missing out on an essential
connection with your audience.
Benefits of Video Content for Your Business
So, what makes video so special? For starters, it’s incredibly engaging. People are naturally
drawn to visuals, especially moving ones. Video allows you to tell your brand’s story in ways
that plain text just can’t. Whether it’s a quick behind-the-scenes clip or a customer testimonial,
video content offers a chance to build a connection with your audience. And when you connect
with your audience, they’re more likely to engage with your brand and become loyal customers.
Define Your Video Content Goals
Aligning Video Goals with Business Objectives
A solid video strategy starts with clear goals that align with your overall business objectives. Ask
yourself: what do I want my videos to achieve? Are you trying to boost brand awareness, drive
traffic to your website, or convert leads into customers? Your goals need to connect to a larger
purpose. For example, if your main objective is to generate leads, consider focusing on content
like product demos or webinars.
Setting SMART Goals for Your Video Strategy
Set yourself up for success by defining SMART goals: Specific, Measurable, Achievable,
Relevant, and Time-bound. A vague goal like “increase views” doesn’t give you much to aim for.
Instead, try something like, “increase YouTube views by 20% in the next three months.” SMART
goals bring structure to your strategy and keep you focused on outcomes that actually matter to
your business.
Know Your Target Audience
Researching Your Audience’s Preferences
Knowing who you’re creating videos for is half the battle. Dig into your customer data to build a
picture of your audience—their age, interests, pain points, and where they spend time online.
Use tools like Google Analytics, social media insights, and even customer surveys to
understand their preferences. And don’t be afraid to look at what competitors are doing. If
certain types of videos resonate with their audience, they might work for you too.
Defining Buyer Personas for Video Content
Creating buyer personas can take your strategy a step further. These are semi-fictional profiles
that represent your ideal customers and go beyond basic demographics. Think about what type
of content they prefer and where they like to watch it. By defining these personas, you ensure
each video is crafted with your audience in mind.
Choose the Right Video Formats
Types of Video Content to Consider
There’s no one-size-fits-all for video content. Different formats work best for different goals.
Here are a few options:
- Explainer Videos: Great for breaking down complex topics or showing how something works.
- Product Demos: Showcase features, especially if you’re trying to convert leads.
- Testimonials: Build credibility with real customer stories.
- Tutorials and How-To’s: Establish your brand as a helpful resource.
- Behind-the-Scenes: Give a sneak peek into your company culture.
Aligning Video Format with Audience and Goals
Choosing the right format is just the beginning. Think about where your audience will watch your
videos. For younger viewers, quick, visually captivating content for Instagram or TikTok works
best. For more in-depth topics, YouTube is ideal. Each platform has its own strengths, so align
your video format with your goals and where your audience spends time.
Develop a Video Content Plan
Planning Your Video Topics and Content Calendar
A content calendar is your roadmap to success. It keeps you organised and ensures you’re
putting out relevant videos at the right time. Start with topics that support your goals and plan
around key dates, like product launches or industry events. This way, you’ll be able to make
sure your content is timely and relevant.
Determining Frequency and Platforms for Posting
Decide how often you want to post based on your audience’s habits and your resources.
Consistency is key—even if that means posting just once a week. Also, consider repurposing
content to reach a wider audience. A YouTube tutorial can be turned into short clips for
Instagram or TikTok and embedded in a blog post to boost SEO.
Video Production Essentials
Equipment and Tools Needed
You don’t need to spend a fortune on equipment to produce quality videos. A good camera,
microphone, and lighting setup can make a big difference. Smartphones are a handy
alternative, but if you want a more professional look, consider a DSLR camera. For editing, tools
like iMovie, Shotcut, or Adobe Premiere Pro will get the job done.
Tips for Producing High-Quality Video Content
Planning is everything. Start with a script, make sure you’re filming in a quiet space, and pay
attention to lighting. Natural light is ideal, but ring lights or softboxes work well indoors. When it
comes to editing, aim to keep the content concise and to the point. Remember: quality over
quantity!
Storytelling and Scripting Techniques
Good storytelling is at the heart of any great video. Start with a hook, lead viewers through a
story arc, and finish with a call to action. Keep your audience in mind, and don’t be afraid to add
personality. Viewers are more likely to stick around if they feel like they’re watching something
authentic and relatable.
Optimise Your Video Content for SEO
Key Elements of Video SEO
To get the most out of your videos, optimise them for search engines. Use relevant keywords in
your titles, descriptions, and tags. Thumbnails matter too—a bright, bold thumbnail can increase
click-through rates. Don’t forget captions for accessibility and SEO benefits.
Utilising Keywords and Metadata in Video Content
Make sure you’re using your keywords naturally throughout the video, especially in the title and
description. YouTube and Google pick up on these cues, which helps them rank your content
higher in search results. Also, if you’re uploading to a platform like YouTube, take advantage of
features like tags, categories, and playlists to help your content get discovered.
Distribute and Promote Your Video Content
Channel-Specific Distribution Strategies
Each platform has unique strengths, so tailor your content to suit them. YouTube is ideal for
longer, more informative videos, while Instagram and TikTok work well for quick, snackable
content. LinkedIn is great for professional insights, and email embeds can drive engagement for
your campaigns.
Sharing Across Multiple Channels
To maximise reach, repurpose your video content across various channels. A single video can
be turned into a blog post, shared on social media, and even used in an email campaign. Cross-
promote wherever possible, and encourage your followers to share. The more eyes on your
content, the better.
Interactive and Engaging Video Content
Using Interactive Elements to Drive Engagement
Interactive content allows viewers to get more involved. Clickable links, polls, quizzes, and end
screens make your video content more engaging and memorable. This can lead to higher
retention rates and helps build a deeper connection with your audience.
Measure and Analyse Video Performance
Key Metrics to Track
To gauge success, track metrics like views, engagement rate, watch time, and conversions.
Each metric tells you something different about your audience’s behaviour. Use this data to
inform your strategy and keep improving over time.
Using Analytics to Improve Your Strategy
Look for patterns in your data. If certain types of videos perform well, consider making more like
them. Experiment with different formats and posting times to see what resonates best. Regularly
refining your strategy based on analytics ensures you stay aligned with audience preferences
and business goals.
Conclusion
Building a video content strategy is a journey, but it’s one worth taking. By following these steps,
you’ll create videos that not only look great but also serve a purpose. Start with clear goals,
know your audience, pick the right formats, and keep an eye on your metrics. Video content has
the potential to elevate your brand, drive engagement, and achieve meaningful business results.
Ready to dive in? Start crafting your video content strategy today—and don’t hesitate to reach
out if you need a helping hand. With the right approach, your videos will become an invaluable
part of your marketing toolkit.