As you read in our last blog, the benefits of adding video into your content marketing plan are undeniable. In addition to raising conversion rates and increasing engagement, video also gives you the opportunity to take your content across multiple touch points. Before you begin the production process, here are three things to remember to maximize your content.
1. Know Where You’re Going To Put Your Content
When you’re planning your production, make sure you consider all of the places you want your video to go. Do you want to post it on Instagram? You’ll need a :60 cut. Do you want to utilize Facebook video? Since 85% of Facebook video is watched without sound, you may want to think about a style that gets you message across even without audio.
There’s a lot to think about when you’re in the planning phases of your video. Having a clear plan for how you want to use your new content will help direct the creative process and can alleviate too much post production work and cost later on.
2. Know How You’re Going To Package Your Content
Shooting the video is just one step in the complex marketing process. Once you know where you want to place your content, think about how you’re going to package it. One video can provide you with a plethora of content that you can use across multiple channels. Think about how you are going to position your content across varying platforms, while maintaining a consistent message.
For example, your video should have a home on YouTube. That YouTube video can be embedded to your website along side a blog post or article explaining more about it. That blog page can be shared across your social media channels and perhaps in an email blast. The combinations can be endless. Think through which outlets your audience is using most. Position your content strategically and always give your audience a path back to your website.
3. Know How You’re Going To Measure Success
As with any marketing plan, you must think about your end goals. Creating content for the sake of creating content is rarely going to yield something valuable for you. Understand what you want out of your video before you start the production process. Again, this will help you shape the creative to better get you to your end goal.
If you’re looking for more website traffic or to raise awareness of your brand, make sure you’re thinking about SEO when creating your YouTube description and titles. Set up a plan to keep track of views, clicks to your site and make sure you’re able to follow that user through to conversion. If you’re looking to build social followers, make sure you create shorter cuts of your video and that they are displayed in the optimal specs for each site. If you have a business page on most social sites, you’ll be able to track views, clicks and shares of your content. Lay out your goals in the pre-production process and you’ll be more likely to see the results you want later on.
These are just a few things to remember when you’re getting ready to launch a new video. Contact us to discuss your content marketing plans and to get a quote on your new video.