Video content: it’s one of the essential elements of any good marketing strategy, but you can’t just take a “spray and pray” approach. While creating content is a great first step toward boosting your SEO and earning new customers, the content you develop must be strategic. In other words, it needs to support a goal or objective. Creating strategic content, however, can be easier said than done. Here’s what you need to know about the process and how you can develop strategic video content in your business.
Why Content Strategy Matters
A good content strategy is your company’s approach to distributing and creating content for your chosen target audience. Depending on your business goal and objectives, the content strategy might be straightforward, or it may be relatively involved. Either way, it’s easy to get it wrong unless you know you’re prioritizing content that’s relevant for your chosen audiences.
In addition to keeping your content creation efforts organized, a good content strategy allows you to create video content with purpose. This, in turn, prevents you from wasting your marketing budgets on sub-par materials and ensures that you’re reaching the audiences you’ve set out to communicate with.
5 Tips to Create an Effective Video Content Strategy
Now that you know why content strategy matters, let’s talk about how to create an effective video content strategy for your company. Here are five simple tips to get you started:
1. Set your goals
The most crucial element of your video content strategy is that the material you create aligns with your business goals. With this in mind, take some time to define your objectives. They could be anything from increasing page views and social media shares to getting people to convert on e-commerce platforms.
Knowing what response you want your content to generate is the foundation of proper content development.
2. Define your target audience
Hopefully, by now, you have some idea as to who your target audience is. If not, take some time to draw up a few target personas you know are accurate for your brand. Once you’ve done that, define who each piece of content is trying to reach. If you’re like most brands, you probably have a few different marketing segments, so this answer may vary from piece to piece.
3. Do some keyword research
Content is an essential vehicle for SEO, so you’ll want to know which keywords you’re trying to target. After you’ve defined your target audience, take some time to carefully research the keywords that are relevant to that audience. These will become the backbone of your content strategy, and you’ll quickly find they’re indispensable for guiding and honing the video content you create.
4. Check out your competition
When it comes time to develop your video content strategy, take a look at your competitors to see what they’re doing. While you don’t want to copy, you might be able to glean some great ideas that get your creative juices flowing.
5. Think about distribution
Once you’ve created your video content, how will you distribute it? Don’t let the endless options overwhelm you. Most brands focus on a few critical channels, like a blog and a social media platform, for example. The important thing is not that you’re on every channel everywhere, but that you’re focusing on distributing your video content to the right people in the right places.
Aligning Your Video Content With Your Company’s Goals
Creating a killer video content strategy is important for a variety of reasons, not the least of which is that it helps you be more intentional with your material. By following the steps above, you can generate real results from your video content, and enjoy the process throughout.