Before creating video, or any content for your brand, it is essential to have a content strategy in place. Having a strong strategy behind your content marketing campaign will play a large role in its success.
If you have never built a content strategy before we understand how this can be intimidating. But don’t worry, we’re here to give you a step-by-step process and show you that building a content marketing strategy may be complex, but it doesn’t have to be as difficult as you imagine. If you go to the core of your strategy, it really just comes down to discoverability. That’s the outcome that every marketer wants for their content, to be discovered. Whether you’re targeting a broad or niche demographic, you just want trust and attention from your audience.
To begin we need to build a roadmap. This roadmap is your strategy and you’re going to outline where you want your content to go and what you want it to achieve when it’s there. And you’re in luck since content is the most effective way to target and connect with clients, prospects, and audiences (basically anyone and everyone with a screen). So let’s get started.
1. Set Your Goal
Your goal is at the very core of your content marketing strategy. Establishing a detailed goal will give direction when making decisions, help discover what metrics you need to measure performance, and allow for clarity. When making strategic decisions, your goal should always be in the forefront because if you lose sight of your goal, you lose sight of your strategy.
There are many considerations that need to be taken into account when setting your goal. It should revolve around your marketing objectives and seek to either educate, entertain or inspire (or all 3). Remember, content is versatile and allows room for creativity.
Key questions to ask yourself when setting your goal:
- What is the purpose of your content?
- Who is my main demographic?
- What type of content are you making: Educational, entertaining, practical, a mix of all 3? This will depend on the audience that you’re targeting and the tone that will fit well with them.
- What do you want your audience to take away from your content? What value are you adding to this content and how is it relevant to your audience?
- What is your call to action? What do you want your clients, customers, audience to do after they view your content?
- Does the content align with marketing goals?
2. Pick the stories you want to tell
Once you have established your goal the next step is to determine what types of stories would best compliment your marketing objectives. Different types of video content achieve different objectives. The traditional approach is to use video content solely for top of funnel strategy; but video is flexible, and luckily, can be applied to all phases of the buyer’s journey.
This is for the top of your sales funnel. These stories can be more focused around company culture, how-to content, and thought leadership content. With this stage, you want to create interest and have audiences learn about your brand.
This is the middle of your sales funnel. These stories will revolve around product demos, client testimonials, and case studies. At this stage you want your audience to be evaluating you as a company.
The bottom of your sales funnel will revolve around customer check-ins, FAQ videos, and instructional videos. This stage is focused around justifying your brand which will lead to purchasing.
3. Decide who will develop your content
The next step in our roadmap is implementation, so ask yourself: who will develop your video content? Understanding who will produce your content can be based on a number of factors. Firstly, you must decide whether you want to produce it in-house or outsource. Whichever one you choose make sure you create an outline of the project with timelines, budgets, roles, etc. This will streamline the process and make it just a little easier.
If you decide to go with an agency or production house then there are quite a few benefits that go along with it. You get the expertise, the guidance, another viewpoint, and less work for you. You’ll be able to give your ideas to the company that you’re working with and then continue on with your day as usual. Trust us, it’s much less stressful than trying to learn how to film and edit a video on your own (also less time).
The final step in our roadmap for your content marketing strategy is deciding how to promote your content. You have many options but you’ll want to pick platforms and promotional strategies that will reach the target audience that you want to attract. You may choose to promote your videos across various social media platforms such as LinkedIn, Twitter, Facebook, or Instagram.
Tips for promoting your video is to:
- Optimize your thumbnail.
- Set up a publishing schedule for the various platforms you want your video to live on.
- Ensure that you are featuring your videos on your website. Think about creating a seperate page on your website specifically dedicated to your videos.