Stop Turning Content Into Videos (And Start Doing This Instead)

#Content #Socialmedia #Marketing

The reason digital video suddenly became hot with marketers came down to one word: search. Creating a two-way street connecting searchers of #Content and creators of #Content is like magic for digital marketers.

Hi, i’m cally from the international institute of digital #Marketing. Let’s look at the elements of a digital video strategy

Goals

You need a clear mission for your pieces, episodes, or structure. Think about which part of the customer’s journey you want to optimize with the video. How is this useful for your customer?

Story architecture

Great #Marketing campaigns have a messaging architecture. Great video projects have a story architecture. In a television series, a producer would call this a “show bible.” It’s a clear description of everything from what’s allowed in this universe to the key messaging points to tone, visual aesthetics, sound, and editorial guidelines, and sometimes even a script for the story.

Video production plan

Think through all the production aspects you might need. Do you need a short and long version? Do you need behind-the-scenes footage? Do you need an interview with the star or other participants? Do you need different versions, cameras, or aspect ratios (high-end cameras vs. Iphone, for example.)

Consider the production needs for creating the most assets you can from your video opportunity.

Distribution strategy

Where do you want to distribute this video? Not all video is appropriate for every channel. But don’t preclude channels simply because they’re not part of the main #Marketing campaign. You never know how something will take off. If you dream up a video #Socialmedia campaign – and only capture it in a vertical video format with bad sound – what happens when that video goes viral and you want to run it on television? Understand the options behind your distribution strategy and how they may change over time.

Measurement

By creating it as an integrated #Content strategy, you should understand which channels, formats, and stories resonated the most. The metrics also should put you in a good position to extend the pieces that perform well – you can double down on those and reuse them in a different context.

For more information, visit www.iidm.world

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