Ultimate Guide to Web Content Part 5: Video Strategy

Khrysti Nazzaro - April 11, 2016

If a picture is worth 1,000 words, a video maybe worth 1 million, but not all videos are created equally. If you don’t have a clear, well thought out strategy for your brand’s video production – your video efforts could fall flat. Here’s how to get started…

Define your goals

Why do you want to leverage video for your brand? Do you have products to demo, explanations of services, or compelling use-cases and stories to tell? Do you want more content to have the potential to rank organically or do you want to get more engagement in your social media posts?

Know your audience

Who are you trying to entertain or inform with your videos: Existing customers, new potential customers, potential future employees? Are your audiences savvy and knowledgeable, do they need “101” basics, or do their levels of understanding vary? Do they want short bursts of information, longer-form seminars/webinars, or both? What formats would most resonate with them? Live action or animated video? For example:

… Or…

Be realistic about resources

Do you have the ability to shoot and edit your own live action videos? Can you create animated videos? If not, do you have budget to hire video production or animation companies, if you can’t produce video yourself?

Your company’s answers to these questions should form the foundation of your video strategy. The best plan for you will be realistic based on your existing resources and budget and still able to suit your audiences and goals.