Excerpted from article by Mark Walker and published on Content Marketing Institute:
“In this post we focus on executing your video content strategy, maximizing impact, measuring results, and ensuring that you create sustainable campaigns that add long-term value to your organization.
Step 1: Execution
The first thing you do is take your overall campaign and break it down into single, discrete messages, and hold yourself to one per video, where possible.
You then craft a storyboard around that message, with core components including:
– An attention-grabbing introduction/ initial characterization/ scene setting
– A setup/ problem/ challenge
– An action/ journey/ discovery
– A resolution/ punch line/ solution
– A call to action
With the core message laid out and a storyboard in place, it’s time to call in the professionals to help shape and refine them, and get you toward the finished product.
Step 2: Choose the right distribution channels
When considering how to get your video content out to the right audiences, you need to consider a few options. The obvious one is to place it on your own website. This should be done of course, but this alone is not enough.
A second option is YouTube, which is a great low-cost option to put your video content in front of potentially hundreds of millions of viewers. t seems like a no-brainer, but again, there are some limitations.
Therefore, you need to look for a more focused, business-centric distribution channel that gives you more control over how you capture leads, encourage direct sales, and represent your brand around the video.
Step 3: Encourage people to watch your videos
Once your video content has been sent out into the world through the right distribution channels, the next step is to encourage people to watch them, and this can be broken down into three distinct parts:
– Use SEO to help people find you on your chosen channels;
– Tell them why they should watch it;
– Offer social proof to overcome their skepticism.
Step 4: Make it spread virally
Once you’ve convinced someone to watch your video(s), the next stage is to encourage them to send it around their network, creating a viral effect that could considerably reduce your own marketing costs, and increase the number of views.
Step 5: Optimize for conversions
If you want the viewer to take an action other than sharing the video with their network, you need to optimize for conversions.
Here is how you can do that:
– Include a call to action…
– Keep it simple…
– Make it easy…
– Make it interactive…
Step 6: Maximize your video’s impact
Step 7: Analyze the results
Measuring success will ultimately come down to what your original purpose is, and what you decided the outcome should be, but here are four common examples:
– Sales and revenue…
– Market engagement…
– Brand awareness…
Step 8: Bring it all together, and repeat
Just like you can’t hope to create one product and reap the rewards forever, it’s the same for your video content campaigns. What was fresh last month won’t be next month, so you need to keep repeating the process, each time learning and getting better at it as you measure and refine your output.
My suggestion would be to aim for something new at least once every month, and base your campaigns on quarterly or four-monthly cycles…”
Each step is analyzed with more and detailed information. Read full, long and interesting article here: