If you’re thinking about video as part of your online content, you’ll need a place to start. Before you make the decision to turn the camera on, or start up the animation software, you have to answer some questions.
Determining exactly what strategy you’ll use to create video content is critical as it helps determine long-term budgets, messaging tactics, demographics, emerging channels and a host of other important factors.
This diagram (which we use with our clients) can help you see the video creation process as a strategic endeavor. It is not meant to be comprehensive, as each phase in the process will require careful and specific thinking based on specific campaigns. But it will help you determine baseline elements that should be addressed and questions to consider before you start.
It is organized into three main components.
1. Strategic Planning
This is the first phase, when you decide what you will say, how you will say it, who you will say it to, where you will say it, and what you want to spend to do so.
Determining whether or not your plan fits your brand story and identity is important during this phase. Don’t decide that you’re going against brand voice without serious consideration, as it can have consequences that may not be visible immediately. If you’re using the word “viral” a lot in your planning phase, you’re probably also considering off-brand messaging. Slow down. Concentrate on providing meaningful content that is told through the words of your brand. If it resonates, it will be effective.
2. Concept and Production
Here is where creative execution meets quality planning. You will again go through a step here that makes sure you are staying on target with your brand identity. Whatever pitches you receive or concepts you dream up, ensure they are on target with your original goals. If they are not, keep working.
Whether you are relying on YouTube views and watch-times, or are using another metrics system, you need to know if you are being successful or not. Deciding what content went in what location, and why, happened in step 1. Now you need to determine if that was the right strategy. If it worked, great! Do it more. If not, think about where you can change things. Listen to your audience. Elicit feedback if possible.
This diagram should be applicable to any size company, although each company will need to tweak the details as necessary to suit their budgets, abilities, and internal dynamics.
Please download the ÜberBasic Guide of Video Content Strategy and share it with your team. If you would like to discuss how we can help you figure out the details of this and get you moving on an effective strategy, please give us a call!