Video strategy company

The audience analysis is an important element of video strategy design. Whether your target audience is customers, prospects, competitors, candidates, partners or even robo-advisors, you need to identify how and where they are likely to consume video content, and what type of content will likely engage them.

If your video strategy is going to have the maximum chance of success, you’ll need to consider the context in which it will be running: that includes looking at competitors (both direct competitors and all the other organisations competing for your audience’s attention), and trends in your industry.

Whether you have access to a data analyst or you’ll be gathering and reporting on your own metrics, it’s essential to set KPIs and benchmark them early in the process. KPIs should be chosen because they illustrate progress towards your wider objectives. And it’s better to focus on a handful of really meaningful KPIs.

Once you’ve set your KPIs, it’s time to get creative and plan out your content over the course of the year. Your video content calendar will likely have a few pillars such as video ads, live videos, case studies and testimonials. Map each video to the appropriate stage in the buying cycle. And make sure each piece has a primary purpose. Read more about content with a purpose.

Whether you are producing your video content in-house, using an agency, or a combination, you’ll need to secure budget in advance. The great thing about building a video strategy rather than focusing on individual projects is that you will be able to benefit from economies of scale, and also identify in advance where content can be reused or repurposed.

Here you’ll consider all the resources required for production, from people to music, sound effects, studio time and travel, for example. You’ll also need to look at schedules – if your CEO needs to present on camera, now’s the time to get that booked in her calendar.

Your video marketing strategy might require individual attention, but it still needs to be integrated with your wider marketing activity. This will include horizontal (e.g. single campaigns that will include social, live video and media relations) and vertical (ensuring your social videos fit with your other content) integration.

Once you’ve set your KPIs you will know what you need to measure. You’ll now need to think about measurement frequency, reporting on results and making recommendations for improvement.

From AB testing to gathering feedback from viewers and analysing comments, shares and engagement, you should be continuously learning from the performance of your video strategy – and improving as a result.