How to develop a video marketing content strategy

DSM Digital School of Marketing - video marketing content

It comes as no surprise that ignoring the benefits of a solid video marketing strategy is a mistake that many good marketers make. Posting an exciting video will make customers more interested in your brand, which means a good video marketing strategy is a priceless tool for accomplishing company objectives.

Consumers love video content, mostly because of its memorability and aspect of the engagement. Consequently, the average person spends roughly a third of their online time watching videos, and it goes without saying that, in the domain of video marketing, views bring ad revenue. Video is an essential tool for properly communicating and realising your company’s mission.

At this point you may be asking, ’How can I ensure better results from my video marketing campaign?’ The answer lies within these 6 steps:

Video Marketing Content Strategy

1. Set campaign goals

Successful marketing strategies have a foundation of planning and research. The first step is to determine what goals your campaign will strive to achieve. For example, a video marketing strategy could promote sales, brand awareness, website traffic, or simply a relationship with the customer.

 2. Choose channels

Knowledge of different video marketing channels, and the content each calls for, is a product of extensive research. You will need to know what to post and where to post it so that your campaign does not fall on deaf ears. Consumers only want content that is relevant to them; this means posting targeted videos in the correct channels. Increasing the usefulness and relevance of your video marketing campaign causes people to naturally align themselves with your brand.

3. Realistic budget

Video marketing encompasses a wide range of different video formats and features. However, some may cost you more than others. Research is once again important to decipher the resources and cash at your disposal, and how they can be used to further your video marketing strategy. Having solid campaign goals and good customer insights allows campaign managers to set a realistic budget for how much money to spend on each video.


4. Stay consistent

Video marketing allows businesses to take their customers on a journey, which is only possible through consistent branding. A unified voice will help customers better understand who is speaking to them, and the story that is being told. Staying on brand and being consistent with video descriptions and upload specifics will surely instil a sense of familiarity in your audience.


5. Optimise videos

To ensure videos reach your target audience, optimisation of video upload specifics is key. This is so that content flows freely through the chosen channels and maximum customer engagement is achieved. This could be through detailed descriptions, or using simple language in titles that people often use on social media.


6. Test, test, test

Test, and test again, to figure out the best content and timing for your video marketing campaigns. Testing helps marketers search for the ‘recipe’ to optimize customer engagement and integration. In order to correctly gauge whether the implemented video marketing strategy is successful or not, we consult the following metrics: Engagement rate, view count, share count and comments/feedback.

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Don’t feel confident enough to start implementing your own video marketing campaigns yet? Hone your skills with the Advanced Digital Marketing Course from DSM! Find a range of other career launchers on our digital marketing courses page.

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