PinPoint Media
PinPoint Media on 1 March 2021

Learn how to track and report the ROI of your video content by downloading our free 8-step blueprint now!

Download The Video ROI Blueprint 



Join our next free training session to learn how to guarantee a powerful ROI from your video content.

Book Your Spot Now


Deep-Dive: How to create a video content strategy


You’re probably well aware of the power of video. And so are most of the marketing professionals in the world. A recent Hubspot survey stated that 85% of businesses are now using video as a marketing tool and 92% of those of marketers that use video say that it is an important part of their strategy.

99% of marketers that are currently using video said that they will be using video again in the coming 12 months. 95% of which said they are going to increase or maintain their spend. And what’s more, 59% of marketers that aren’t currently using video expect to start within the next 12 months.

The result of this is that there is going to be a whole heap of new video content creating noise over the next 12 months. And that trend is only set to continue. And given that 92% of marketers felt that the level of noise and competition has noticeably increased over the past 12 months, that’s a whole lot of noise!

But 88% of marketers say that they return a positive ROI on their video content, so there’s clearly still huge opportunities for brands to take real advantage of video content over the coming 12 months and beyond.

The big question is - how do you cut through the noise and make sure that your video content is driving results and showing a positive ROI?

Well, that's exactly what we're going to be covering in today's No Nonsense Content Strategy Deep Dive!

 


 

Full Video Transcription

 

If you’re watching this, you’re probably well aware of the power of video. And so are most of the marketing professionals in the world. A recent Hubspot survey stated that 85% of businesses are now using video as a marketing tool and 92% of those of marketers that use video say that it is an important part of their strategy.

99% of marketers that are currently using video said that they will be using video again in the coming 12 months. 95% of which said they are going to increase or maintain their spend. And what’s more, 59% of marketers that aren’t currently using video expect to start within the next 12 months.

The result of this is that there is going to be a whole heap of new video content creating noise over the next 12 months. And that trend is only set to continue. And given that 92% of marketers felt that the level of noise and competition has noticeably increased over the past 12 months, that’s a whole lot of noise!

But 88% of marketers say that they return a positive ROI on their video content, so there’s clearly still huge opportunities for brands to take real advantage of video content over the coming 12 months and beyond.

But the big question is - how do you cut through the noise and make sure that your video content is driving results and showing a positive ROI?

Without doubt, the marketing professionals that are exceeding with video are those with a well thought out video content strategy. I know that sounds boring, but, depending on what type of content you are creating, video production doesn’t always come cheap.

And as someone who is, or is thinking about, creating video, your job is to drive the most powerful return possible and ensure that your video content is working and working well.

So I’m going to talk you through the basics of a video content strategy shortly, but first let’s have a quick look at the benefits of a video content strategy and why you really can’t afford not to spend a bit of time developing one.

Clarity

So the first point is clarity. There are so many video platforms, techniques, viewing habits, distribution opportunities, promotion opportunities, sizes, audiences (I could go on). That sometimes creating video content is an overwhelming task. We see this all the time. Marketing professionals know video is powerful - they’ve watched the videos, read the blogs, listened to the podcasts - but they just aren’t entirely sure what video content they should be creating, how often they should be creating it, where they should be placing it, how long it should be, what they should be saying (again, I could go on). But by planning and going through a simple framework (which I’m going to tell you about shortly) you can eradicate this overwhelm and know the answers to all of those questions.

Cost-Savings

The second point is cost savings. One of the biggest issues with not having a video content strategy is the waste in production spend. We see so many marketing professionals making this mistake. They create video content from a gut-feel, with no real thought going into it. And then they are surprised when the content doesn’t drive the results that they want. So they end up tweaking it. Or creating a different video. A different promotion tactic. A different style. All while incurring more and more cost. I’m all for testing, but there’s such a gigantic waste of budget with video. And those that are investing in it properly, can’t afford for it to be a waste. By having a video content strategy in place, you don’t have any of this - and if there is any fine-tuning, then you have set up all the data points to understand exactly where you’re not quite getting the right results. Again, I’ll talk about that in a minute.

Showing the ROI

The third point is the ability to track and report a true ROI of your video content creation. Something that has typically been quite difficult to do, but something that is vital for those creating video to do in order to understand the success of the content that they are investing in. By having a video content strategy set-up (and walking through the framework that I’m about to show you) you’ll know exactly what KPI’s to track, how to track them and, finally, being able to attribute a true financial ROI on your investment.

I know … And I’m sorry to disappoint. But whilst video content can (and will if you do it properly) drive remarkable results, it won’t happen unless you plan it properly. There’s too much video content hitting people’s phones and screens for you to not do it properly.

So let’s take a look at the steps you need to take in order to develop a result-driving video content strategy.

Okay, so we follow a 10-step framework, which I’m going to talk you through now. You can take this and implement it within your plans as soon as you’ve finished this video and I guarantee that it will have a powerful effect on the return that you are driving from your videos.

Bullet-Proof Basics

The first step of the process is ‘Bullet-Proof Basics’. So before we even get close to thinking about the creative, there’s a few things that we need to be really sure of. And these are the bullet-proof basics.

So the first thing you need to do here is to define your ultimate business objective for creating the content. Your ultimate business objective allows you to sense check everything else that we work through later in the strategy.

You also need to fully understand the buyer’s journey and collect benchmark data, so you know if your video content is having a positive effect on previous marketing efforts. You don’t need to go in to too much depth here, but make a note of your historic marketing data points … This also helps to show what an amazing job you’ve done!!

Don’t worry too much about planning anything else out here. The most important part is the ultimate business objective. We’ll come on to smaller goals and KPI’s (and what to track) a little later.

Audience

So you’ve got the basics locked-in and you know what you’re setting out to achieve, but now it’s time to look at one of the key parts of any video content strategy and that’s the audience. Beyond doubt, with the way in which people consume content these days and the constant evolution of sharing platforms, this is one of the trickiest parts of any video content strategy and without this in place, there’s a good chance that your videos will flop.

The work that you do here is vital to what creative you deliver and also where and how you distribute the content. You first need to ensure that your content finds your audience and you secondly need to make sure that it appeals to them.

So how do you do that? Good question!

First up, you’ll need to develop your audience personas. Then you’ll need to understand where your audiences spend their time. That’s a vital part, because this really dictates the tools that you have at your disposal when it comes to the creative strategy. A video that’s created for YouTube is very different to a video that’s created for Facebook for example.

Then, you’ll need to understand what your audience engages with. We use social listening tools such as Brandwatch and Pulsar, but other free options are available. I believe Mention has an attractive free trial offering.

Distribution Channels

Right, you’re really getting somewhere now. Having completed the previous two steps - you can now seriously look at your distribution channels. You have the information to make the wisest decision as to which channels to use and you can start to map out your plans as to how you are going to engage your audience on these channels.

Remember, your distribution strategy needs to be designed so that your prospects are getting the right content at the right time. I’d recommend that you watch our video on The Buyer’s Journey to find out more information on this.

Investment & Resource

Now it’s almost time to get down to business, but before you start to conceptualise, it’s imperative that you know the parameters in which you are working. Whilst most people will automatically think about monetary budget when it comes to investment, you also need to be aware of what internal resources you have available when it comes to creating the video content and the roles of each of those people. If you miss-judge, or ignore, either of these elements, it will have a detrimental effect on the quality of the content that you create.

Quick note on this, if you are planning on instructing a video production company to create your content, please help yourself by letting them know the budget available and the parameters that they have to work within.

Having worked in production for 15 years, one thing that I learnt quickly was that if you’re not given parameters, there’s no point in putting a creative forward. More often than not, it’s a complete waste of time. Don’t be worried about showing your cards. It’s a vital piece of information that any reputable production company needs in order to give you a credible creative in-line with your budget.

Creative Strategy

Right, the fifth step is developing the creative strategy.

You’ve done all the hard work and you have absolute clarity in why you are creating this content, what you are looking to achieve, who you are looking to target, how you are going to reach them. Now’s the time to (finally) think about what your video, or videos, actually look like.

Having gone through the previous four steps, you also discovered what kind of content your audience responds to and engages with, which means you’ve probably had a few ideas circulating in your heads when it comes to the creative.

But, although you know a lot about all those things, sometimes this can be the hardest part.

You’ve got two options here. The first is to go with your gut and move into the production phase. If you’re sure of what you want to create, that’s fantastic.

The second is to instruct the talents of a creative or a production company to do this as part of their pitch. Perhaps you have one within your organisation, but if you don’t, we’d highly recommend instructing a freelance, or external, creative to help you come up with a powerful concept for the videos. Bear in mind, many production companies will have a creative within their setup, so if you’re going down the production route, reach out to them to find out.

Oh, and make sure you share all your findings from the previous few steps with them.

Prep for ROI

Right, the sixth step is to Prep for ROI. This is where you put in place all your KPI’s to ensure your video content is achieving your ultimate goal that you set at the start. Work backwards and understand the various video metrics. We’ve got a video on those if you’re not entirely sure of the key ones to track.

This is also where you set up the system to track the ROI of your video content. Again, that’s a deep topic that we cover off in another video.

Uploading & Optimising The Content

The seventh step is uploading and optimising the content. Depending on what channels you are using, there will be different things to be aware of here. But whether the content is going on social, your website, or anywhere else, there’s a few things that you really need to know.

Think about things like Captions, Subtitles, Transcripts, Codecs, Thumbnails, Titles & Descriptions and Tags. Again, this is a basic introduction into a video content strategy. We go into a lot more detail on all of these things on our website and in other videos.

Activating Your Content (Distribution & Management)

The videos are made, they’re uploaded, so now it’s time to make sure they are getting in front of your intended audience. This is a huge part of any video content strategy. In this step, you’ll look at executing your distribution strategy, which may include paid promotion, engaging with influencers, partnerships, seeding, organic posts (the list goes on).

Again, depending on what channels you are using to promote your content, the activation of your content will be different. We have a huge resource of helpful videos over on our website if you want to go a bit deeper into these.

Reporting & Review

So here we are, everything is up and running, you’re driving views and engagement, people are coming back to your website and you’re converting them to sales, so now’s the time to get all the results in one place and ensure that you are not only showing the powers-that-be how great the campaign is going, but also ensure that you are learning and fine tuning as you go. This will ensure you maximise the return of the campaign and aren’t spending needlessly on ads, or content, that aren’t (or isn’t) working.

We typically use four reports to help identify success or failure within the video content that we have created. These are:

  1. Overall Campaign Report - so this is really seeing how the campaign is performing from a very top-level view
  2. Persona Reports - this helps us understand how the different personas are responding to our content
  3. Individual Video Reports - this helps us track and identify whether individual videos are standing out, or struggling, within the entire strategy
  4. The final report is the ROI report, which allows us to show the true ROI of the video campaign.

Building Upon The Success

So you’ve delivered your first video content campaign off the back of a video content strategy. You’ve managed to show some impressive results (And you will if you follow these steps) and you’re feeling good about your content. It’s time to map out an ongoing video content strategy.

Again, we have some great resources to help you develop the ongoing plan over on our website.

So, I hope that’s shed a little light on what goes into a video content strategy and how you can start to develop yours.

 

Now, in this video I mentioned a resource that we have that allows you to track and report the ROI of your video content. And I want to give that to you for free. All you’ve got to do is click on the link below this video, or in the description, and you’ll be able to see and show how powerful your video content has been performing for you, your client or your business.

And, as always, If you do have any questions, please drop them in the comments below and I’ll be sure to reply to you.

One final thing, each week, I run a free training session for people just like you who are wanting to drive the very best results from their video marketing. If that sounds like something that you’d be interested in, just click on the free training link below to find out more. It’s only an hour long, but you come away with a lot of clarity! Hopefully I’ll see you there.

That’s all for this week. Come back next week for another No Nonsense Content Strategy Deep Dive!

 

Learn how to track and report the ROI of your video content by downloading our free 8-step blueprint now!

Download The Video ROI Blueprint 



Join our next free training session to learn how to guarantee a powerful ROI from your video content.

Book Your Spot Now