Michael King founded the boutique digital marketing agency, iPullRank, and consults with companies all over the world, including brands ranging from American Express, SanDisk, and General Mills. In his WistiaFest talk, he shared major keys to video content strategy.
Effective video content strategy isn’t about volume, it’s about precision. Creating an authentic experience for the right audience is paramount. Don’t let production value stop you from hitting your goals.
The first key is to set a goal for any content you create and align it with the user journey. Conversion goals should have a dollar value associated with them - measuring your efforts is what allows you to demonstrate business value.
Secondly, understanding your audience and segmenting them will help you answer four questions: What channels are your audience active in? What have they shown interest in? Are you capturing them there? Can you capture them there? King walks through how to segment your data based on demographics and psychographics using your own mailing list.
Understanding your channel options is important to inform a channel-specific content strategy. All video should feature quality thumbnails where possible to capture users in the first three seconds.
Keyword research will help you learn what your audience wantts. It allows you to validate the strength of your ideas by tapping into the collective human consciousness — search volume.
The final two major keys on the pathway to success are testing your creative and launching. No matter what, most of your content is not going to perform for a long time, but testing still matters. To launch, overcome any objections to push your video content ideas through.
Watch King’s presentation to learn more about the major keys to video content strategy.
Content marketing is a long-term investment - a lot of your efforts will take time to show results, and that’s okay, as long as you’re continually testing and improving.