VIDEO STRATEGY aND THINKING LONG-TERM
Short-term, ad-hoc thinking just doesn’t add up. The best results and the best use of budget start with a plan. This doesn’t mean several weeks of navel-gazing and holding off for months before we get to work. In fact, success over the long-term is a natural consequence of getting the very basics right. Most video briefs start life as a fixed, one-off idea. Once we start to consider audience, purpose and distribution, that idea can shift and sometimes grow in scope.
Who is this video for?
How can we identify our audience(s)?
Are they prospects or customers? Employees? Stakeholders?
Can we consider their place on the path to purchase?
Can we segment according to awareness or engagement?
How will they see it?
Are there format and length issues that we need to be aware of?
Is this video designed to be discovered by YouTube search?
Or targeted, where Facebook’s algorithms have the upper hand?
Can we plan across owned, earned and paid channels?
How will this inform the creative strategy?
What should happen next?
What will we want our audience to think and ultimately to do?
Do we need to provoke a rational, informed response?
Do we aim to entertain? What feelings can we stir?
How can we profit from the currency of sharing?
Planning of this sort naturally leads to a cohesive approach that helps in several ways.
· We can re-purpose a creative idea for multiple audiences and contexts.
· We can develop episodic content that works to a consistent format and builds an audience over time.
· We maximize the creative, shooting and editing budget over the longer-term.
Google advocates an approach to content creation and delivery that distinguishes according to the functions of “Help, Hub and Hero”
Help content (sometimes referred to as ‘hygiene content’) is the always-on video channel. Optimised for search, it is designed to be discovered and answer the most popular customer queries.
Hub content is regular, scheduled content. It provides a reason to subscribe to a channel and return on a regular basis.
Hero content is the one-off pieces, possibly with paid distribution, designed to provide a massive step-change to your audience growth.
Answering these questions should lead to:
· A content calendar based on events on the horizon for you and for your audiences.
· A detailed launch and distribution strategy with clear programming formats.
Planning in this way also frees our focus for identifying and measuring objectives. Video metrics have their use, but statistics are only part of the picture. Real value lies in going beyond reach and views - in finding hard evidence- testimony, tangible change, sales - for where the content has truly delivered on its purpose.
That way we ensure what’s in the can is truly fit for purpose.