Create a Video Content Strategy That Converts

Rewind six decades to a time when Mad Men advertising executives all wore suits, smoked on planes, and transcribed ideas on typewriters. Even then, video ads on the newly invented color TV reigned supreme, capturing attention and shaping consumer perceptions in ways print and radio simply fell short. Since then, the opportunities and formats of video content have grown exponentially, deserving marketers’ focus now more than ever. However, simply creating a video is not enough to engage audiences, especially as the competition for their consumer attention grows increasingly stiff. You must produce a thorough video content strategy anchored by clear objectives and guided by a deep understanding of your audience and consumer behaviors. Here, we’ll detail how to create video content specific to your brand objectives, highlighting key considerations to help your team succeed.

Why Video Marketing?

The true impact of video marketing lies in how the human brain works—we process visuals much more rapidly than words. Combine moving imagery with the right overlay of sound and music, and you have the power to paint amazing, immersive stories that spark emotional responses. Plus, video provides viewers with more transparency than the written word or still images ever could by showing products and services in action. 

 

What’s more, the realm of video marketing is ripe with innovation, from the utilization of augmented reality to “branching” in which users interact with the footage to dictate the direction of the viewing experience.

 

Video content is a win-win: the public receives what they hunger for above all else—engaging videos through which to learn and be entertained—and marketers can represent their offerings to a heightened effect. 

Chart from Content Trends Preference from Hubspot

The reality is that the number of brands embracing the formidable potential of video continues to swell, meaning that those who don’t follow suit risk being left behind. In fact, half of advertisers intend to increase their budget for creator content marketing

 

However, video production and a marketing budget won’t be enough to ensure your success. Just like what is needed for a strong social media calendar or powerful email automation, having a fully fleshed-out strategy is vital. You will need to create a holistic video plan, execute the video needed to fulfill it, and then measure your campaigns to improve them, enabling you to evolve your approach and outshine your competitors.

What is a Video Content Marketing Strategy?

In basic terms, a video content marketing strategy should address the “5 Ws” of who, what, where, when, and why.

Who: Who are your primary (and secondary) audiences? As we’ll explore below, getting to know these groups inside-out is essential to crafting the right messaging. 

Why: Why are you building this campaign? Is it to build brand authority? To convert leads through onsite videos? Take note, your video content marketing strategy needs clear, measurable goals. 

What: So what type of videos will you create to reach your audiences and accomplish your foundational purpose? 

Where: Once you have the video in hand, how do you plan on publishing and promoting your marketing campaign? Strategize this important point prior to production, as such decisions may shape the type of videos you choose to create.

When (and how): To guarantee smooth execution, a robust content strategy requires meticulous planning, encompassing everything from shot lists to scripts. 

Given the complexities and expenses involved in reshooting or extensively editing video content, take the time to develop the details within the preliminary strategy thoroughly.

We encourage marketers to dive deeper than this overview when shaping their video content strategy template by answering the prompts provided below. 

8 Tips To Create Your Video Content Strategy Template

1. Set Video Marketing Goals

Common marketing objectives for video are to build brand awareness or assist with conversions. However, in their current state, both of these goals are too broad. Two examples of actionable goals? 

 

  • To show discerning upper-middle-class suburban foodies that our grocery store carries organic produce they’d love

 

  • To challenge existing misconceptions among Gen Z audiences of our clothes being dated

 

The depth of detail in the initial goal serves as a guiding beacon for all subsequent decisions within the strategy, all the while ensuring participants are on the same page regarding messaging, cast selection, and tone.

2. Select channels for your video strategy

Choosing the appropriate distribution channels is crucial to determining how to use videos for your marketing. After all, video can effectively cater to every touchpoint across the marketing funnel, from crafting a memorable initial impression to fostering customer loyalty through content crafted toward education and relationship-building. Some of the most popular uses of marketing video content include:

Organic Social

While specific social channels may rise and fall in popularity, it’s evident that social media as a whole is a permanent fixture in our digital landscape. Furthermore, platforms are increasingly prioritizing video content in response to user preferences. Considering these trends, no marketing strategy would be complete without creating organic social video content.

Paid Advertising

Allocating a budget toward paid promotion catapults your videos to the forefront of audiences’ feeds, expediting the gradual growth process typically associated with organic video strategies. Marketers can get their paid ad video content in front of prospects via Facebook, Instagram, Reddit, TikTok, publishers who sell ad space . . . the list of opportunities can feel near-infinite.

YouTube Channel

As search engine users seek answers or inspiration, videos have become a top choice, leading to increased integration into traditional Google search results. This trend is further supported by YouTube’s popularity as the world’s second most popular search engine. So why not have your brand provide the insights and entertainment searchers actively seek? Integrating keyword data, industry best practices, and a sprinkle of creativity can lead to powerful SEO video content that builds both brand awareness and credibility. 

3. Research the video content your target audience watches

You may think you know your audience, but, well, do you? Undoubtedly, there are lingering questions you wish you could answer, whether that be about how they find inspiration, how they make decisions, or what they think of your brand. 

 

Luckily, there is a generous number of social listening tools available, such as Sprout Social, Hootsuite, and Brandwatch, which empower businesses to monitor conversations, trends, and sentiment across social media platforms. Syndicated data sources such as MRI (Mediamark Research & Intelligence) and Simmons offer comprehensive data on consumer media habits and demographics. Other strategies for gathering intelligence include conducting surveys, evaluating existing reviews, and collecting feedback from your sales and customer service teams.

Regardless of how you may choose to go about your research, ensure that you are using hard data to inform your decisions. Operating from instinct may feel very “Mad Men” but is bad business practice, and should be avoided.

 

The efforts to understand what makes your potential customers “tick” are undoubtedly worthwhile. The insights you glean will improve any hypotheses about which types of videos and calls to action will resonate most, as well as which video platforms will produce the greatest ROI on ad spend.

4. Choose the message for your video content

Each piece of video marketing content you create should convey a clear takeaway that can be summarized in a concise, straightforward sentence. Deviate from this rule, and you risk overloading viewers with too much information that ultimately undercuts the video’s impact. 

 

Not all videos within your overarching marketing strategy must emphasize the same points. For example, if you have a line of granola, you may want to dedicate some videos to the health benefits while others can focus on the delicious taste. However, the more the video marketing strategy’s messaging overlaps, the more you help users associate certain characteristics with your products or services. Above all else, their stories should never directly contradict one another. 4.

5. Plan the video content you’ll create

At this point in creating your video content strategy, you’ve identified the campaign objective, the methods of promotion, and the specific messaging you want to reinforce. Moreover, you’ve familiarized yourself with your audiences to understand how they prefer to consume content. So, what comes next in building a comprehensive video content strategy? Combining all these insights into a derailed roadmap. 

 

The video content strategy template should detail the specific type of video, its goal, its message, the publication platforms, the creators, and the dates of major milestones. Remember, you don’t necessarily need entirely new video content for every promotional activity you do, as repurposing existing content can greatly boost your ROI. Being able to preemptively identify multiple opportunities to leverage a single video can shape the guidance you provide to creators and editors, saving time in the long run. 

Types of Video

 

Take the time to reflect on the increasingly diverse types of videos at your disposal, ranging from TikTok snippets to live streams to comprehensive tutorials. They won’t all be equally suited to your brand or your specific goals, so pinpointing the best approach and creators is pivotal to your video content strategy.

To help inspire, read 24 Ways To Use Video Content For Your Brand.

6. Create the video content that aligns best with your strategy

This is the juncture at which you turn your video content strategy template from theory into reality! While video production is a topic deserving of its own articles, below are considerations to help get you on track:

 

  • What is your designated production budget – Determining all potential expenses (such as renting locations, hiring a stylist, enrolling models) in advance can ensure that you don’t overspend in one area, leaving others lacking.

 

  • Who will create the content – Yes, there are traditional options like outside agencies or hiring a videographer. However, alternatives like user-generated content (UGC) have become increasingly popular as marketers recognize their effectiveness and Tools like CIPIO.ai make such strategies easier to execute at scale. To learn more, check out how to create UGC paid ads.

 

  • What are the best practices for your chosen type of video – Proven tactics for YouTube ads won’t necessarily be as effective for onsite explainer videos or TikTok, and vice versa. You must research guidelines for the specific video platforms regarding recommended length and what images and topics may be prohibited. The good news is that easy-to-use editing software—like what’s found on CIPIO.ai—makes it easy for you to repurpose footage for multiple types of videos.

 

  • What’s the call-to-action – At no point should a video viewer be left to wonder “What now?” Each video should tell potential (or existing) customers how to engage further, whether it’s to click a link, visit your brick-and-mortar locations, follow your Instagram, etc. Here’s a tip–the easier the call-to-action is to act upon that moment, the more likely viewers are to follow through.

7. Measure the results of your video content

Measurable outcomes of your video content strategies benefit you twofold; the data helps justify the labor and resources that go into the created videos, as well as highlight which specific tactics may be bringing you closer to or holding you back from your goals.

 

Our biggest tip? Ensure you collect the right data that reflects the video’s underlying purpose. For example, if the strategy’s driving goal is to educate site visitors on using your services, relevant KPIs would include on-page clicks, average watch time, and any trackable post-view interactions that could indicate a heightened intention to convert. 

 

Alternatively, if your video content marketing strategy’s primary purpose is to build brand awareness, you will want to place greater emphasis on views, visibility amongst search engine rankings, and video interactions. Helpful tools for reporting such metrics include YouTube Analytics, Google Search Console, and third-party keyword tracking platforms like SEMRush or Ahrefs. 

 

In short, no video content strategy is complete without well-defined priorities and a method of quantifying success. Otherwise, you make decisions based on “gut” alone or collect raw data without understanding its underlying meaning. 

8. Consistently post and stay active

The next piece of advice is simultaneously the easiest and most challenging to execute: patience. Much like Rome wasn’t built in a day, your video content strategy won’t reach its full potential right out of the gate. 

 

When creating your video content strategy, aim to effectively build momentum through regular activity rather than relying on one-off videos to achieve your goals. While prioritizing specific pieces of content above others is understandable, regard these videos as part of greater marketing campaigns rather than isolated incidents. 

 

If at first you don’t see the engagement you anticipated, don’t cease all video content creation. Rather, dig into the data, draw hypotheses on what tweaks could shift the trajectory, execute, and then reevaluate based on the new data. Above all else, manage your expectations from the very get-go, as scalable results take both work and time. 

 

Video Content Strategy Success in Action

 

Planning and executing a comprehensive video content strategy is undoubtedly labor-intensive, but the outcome has the potential to increase sales success tenfold, as demonstrated through video statistics compiled by Vidyard:

 

  • 84% of consumers said watching a brand’s video convinced them to make a purchase or subscribe to a service. 

 

  • You have 53x more chances of ranking on the first page of Google if you have videos on your website.

 

  • 92% of marketers who use video say that it’s an important part of their marketing strategy.

 

  • Globally, 61% of buyers say they can get as much value from meeting suppliers over video conference as they can from in-person visits.

 

  • Over one-third of sales pros who use custom-recorded video report that it has shortened their sales cycle, and nearly half report that it has increased close rates.

 

  • 74% of customer success pros are satisfied with the results they get from video messaging.

 

What’s our point? Video can galvanize almost all aspects of customer interactions, from the initial first impression to nurturing sales to providing customer service assistance. A thorough video content strategy will account for diverse applications and underlying goals, uniting them under a consistent brand voice.

 

Need Help Implementing Your Video Content Strategy?  

CIPIO.ai helps companies swiftly connect with creators who are perfectly suited to convey the distinct brand’s voice. Instead of blowing your marketing budget on video production, deliver UGC to which your audience can truly relate, all for a fraction of the cost.

 

Yet we arm you with the tools to optimize all elements of your video content marketing, not just the production. Use our AI-powered platform to refine the footage, shape promotional campaigns, and collect valuable analysis to improve your strategies.

The result? CIPIO.ai helps you maximize your output and scale your video content marketing. Whether it involves transforming your existing videos into high-performing advertisements or identifying your next standout UGC creator, we’re dedicated to helping you unlock the full potential of video marketing.

 

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