The beauty of video content is that it can be repurposed to target different audience segments that converge at various platforms. A video marketing agency can help 10X the use of your video content, which will lead to a higher ROI for business in terms of both traffic and leads.
To be successful with video content, it’s important to have an end goal. The goal should be specific and time bound. Here are examples of goals you may have:
- Get new 1000 visitors to see our blog content in 3 months
- Convert 20 new leads every month to sign up for our trial system
- Get 2000 new targeted followers on Facebook in 2 months, etc.
Having specific and measurable goals is important to keep track of your performance. When the goals are specific and measurable, they can be further broken to know what you should be done each month, week and day to achieve them.
Video should be used to complement other content strategies. For example, it can be used together with social media, email and blog articles.
It’s important to lay out a year’s content strategy in advance. Having a publishing calendar will ensure your audience gets content in a consistent manner. This is important for both branding and engagement. The law of averages applies here: the more content you distribute, the more people you are likely to reach.
With each content you plan, consider the end goal. What would you like the audience to get from a video? What specific action would you like your target audience to take?
Audit Your Current Assets
Next on line is taking inventory of assets that are currently available. These are the media, text/articles, and other content you have at your disposal.
Remember, video marketing should not be done in isolation. Different segments of your audience prefer consuming different types of content. Apart from this, they hang out at different distribution channels.
Piece together the available content for targeting different audiences. For example, a video overview of your product can be turned into a FAQ page. An interview can be repurposed to be podcast. Sections of a tour of your company can be posted on Facebook to provide a “behind the scenes” view, etc.
Select the Distribution Channels
With your objective and content in place, work on the distribution. Identify the main channels to use for distributing your content. These should be the channels where your target customers hang out.
Schedule the content to be released on those channels in bite sizes. For example, you can schedule videos to be posted multiple times a week on your social media channels. The videos can have a call-to-action to your blog posts, which in turn have a call-to-action to your newsletter. All the contents should lead towards realization of your end marketing objectives.
Remember to track the video distribution efforts to see how things are going. Tweaking your strategy periodically may be necessary to achieve your end goals.