5 Steps to Create a Global Video Content Strategy: Part 1
Content strategy is accepted as a must-have in the text realm, where the explosion of content can come from a wide range of quality sources — from the highly professional to do-it-yourself blogs.
Yet in the fast-paced video production world, a real strategy is often an afterthought until time and money have been wasted. Video is projected to account for 80 percent of all consumer Internet traffic by 2019 (Cisco) — in part because it conveys emotion and information unique to audio and visuals. Businesses that use video grow 49 percent faster than those that don’t, according to a study by Vidyard and the Aberdeen Group.
To take a video message global, a video content strategy is essential. But how do you go about creating a content strategy for video? We’ll be tackling these questions in a two part series on video content strategy.
First, let’s establish key elements of a solid video content strategy.
1. Establish Goals
Think about what you’re looking to achieve with the video. What does success look like, and how will you know that your video has accomplished what you set out to do? Increased traffic is one tangible measure; video users enjoy 41 percent more web traffic from search than non-users. Click-through is another — video users see a 27 percent higher click-through rates and 34 percent higher web conversion rates. Gaining followers in social media may be yet another; warm bodies on your channels means you have an audience ready for a targeted ad campaign. Bear in mind however that goals may vary by industry; success in the finance sector for example, will look different than success in consulting or politics.
2. Identify Your Target
What is your ideal audience for watching your video, and where will the viewers find it? A few aspects of demographics should be considered—age, gender, preferences—to make videos with an awareness of your buyers’ stage in the journey. What are their pressure points? What do they need, and what motivates them? A bit of research on the questions your potential customers are asking can go a long way. If you have a clear image of the expected viewer, your message will be more targeted and effective.
3. Consider Content and Message
Video users are creating a cycle in which their content is oriented to answer their buyers’ critical questions—spoken or unspoken, overt or subtle. Concentrate on creating content aimed at the point in the decision-making journey that is optimal for others to encounter your product or service.
Let the type of content determine the creative execution, as well as the length. What is an appropriate amount of time for the topic? With the average Facebook video clocking in at six seconds, the trend is moving towards shorter video. But six seconds won’t do much to communicate a detailed how-to video—say, illustrating a recipe, or explaining installation instructions. Think about the complexity of your message.
4. Identify Potential International Markets and Linguistic Needs
Will your video be viewed in one language, or is there a chance that you will need to communicate with other speakers, markets, or nationals? The most commonly used language in the world is Mandarin Chinese, with a whopping 955 million speakers globally. Even if you are planning on only marketing yourself in the U.S., there are many millions of people with a primary language other than English, and studies show even those who are bilingual experienced increased retention of information presented in their first language. An estimated 38.3 million people speak Spanish throughout the U.S., as of the 2012 census. Having your video subtitled or dubbed may be well worth the investment to reach that audience.
Consider potential markets ahead of time, as localizing your video will be easier to do if you lay the groundwork in advance. Preparing your file for localization from the will save you time and money.
These are just a few key elements of a solid video content strategy. In the second part of this series, we’ll tackle the fifth step – how to map out your video distribution. Check back on our blog or better yet, be sure to subscribe to our blog so you won’t miss a post!