4 Factors to Consider When Creating a Video Content Strategy
Video is a powerful marketing tool for telling your brand’s story and engaging with potential customers. As with other digital content, you need a video strategy to maximize its effectiveness.
Video creation can be resource-heavy, but with the right strategy your investment will go far in building brand awareness and optimizing conversions.
1. Build a clear plan for conversion
When you created this video, what was it you wanted to viewer to do next? Maybe you want to find leads, generate sales or start a conversation to build brand awareness.
To create a video optimized for conversion:
· Have a clear call to action: Depending on your goal include a link to your website, ask for feedback in the comments or let them know how to contact you for more information.
· Determine the best time to post for your audience: You can use analytics from past videos and posts to determine the days and times when your audience is most active. A high number of views in a short time frame improves your video’s search rankings.
· Offer incentives: Reward viewers for clicking by offering a discount code or a free product when they visit your website.
· Provide multiple contact methods : Some potential customers may be ready to engage online, while others prefer a phone call. Let viewers know how many ways they can reach you.
2. Carefully select your distribution outlets
YouTube and Vimeo are standard places to upload your video when complete. Both have analytics and sharing options that make them great choices for video hosting.
Once you’ve uploaded your videos to a hosting site, there are many other places you can share them to optimize views:
· Post the video on your website: Video is a great way to make your website more interesting to site visitors curious about your company. It also helps with link building, which improves your search rankings.
· Get social: Share your video directly on your social channels like Facebook, Twitter and Instagram.
· Post where your viewers are : Consider uploading your video presentations to SlideShare and LinkedIn for more exposure to a different audience.
3. Craft an SEO strategy
Having an SEO strategy for your blog posts and website is critical for marketing written content, but it’s just as important for video. YouTube, which is owned by Google, is now the second largest search engine in the world. With the right SEO, people will find your videos faster.
When planning SEO for your video, consider the following:
· Keep video titles short: Only the first 60 characters will appear on YouTube, so be concise.
· Use keywords in video descriptions: Like your blog posts use keywords to explain what your video is about. Keep the description under 100 words, and include a link to your website.
· Use a variety of tags: Consider all the possible words people might use to find your video.
· Link building: Boost keyword rankings by linking to your video on multiple pages of your website(s).
4. Analyze video performance
Tracking video metrics will help you make informed decisions about future videos, especially when strategizing for the factors listed above.
With YouTube Analytics and Google Analytics, you can track views, watch time, traffic sources and more to learn what types of videos your audience enjoys best. You can also use online tools to measure your video’s search rankings. The best way to build a video content strategy is to make data-driven decisions.
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About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe. We are recognized as a top Video Marketing Companyon DesignRush.
