May 17, 2017
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The goal of all marketing activities is effectiveness, productivity and profitability. To make video marketing effective for your company or agency, you need a solid video marketing plan for proper analysis of the processes and productivity.

  1. Outline the video topics and types you’ll create

When looking to implement video across an enterprise, it’s important to outline your scope. First look to which functions of the business will be using video and whether the assets will be used internally, externally, or both.

For example, if you run an enterprise B2B software company, you might want to break video content down as it supports different business functions, such as “Product”, “HR”, “Corporate Events”, “Internal Communications”, “Sales”, “Support”, etc. From there, you should decide which types of stories you’ll need to tell under each of these functions.

After determining your content pillars (essentially the stories you must tell within each function across your organization), you’ll be able to brainstorm the types of videos that work to tell those stories. Some options include:

  1. Recorded webinars
  2. Helpful how-to videos
  3. Thought leadership interviews
  4. Product explainers and detailed demos
  5. Support-topic walkthroughs
  6. Company culture videos
  7. Customer testimonials
  8. Documentary-like case studies, and more

A good way to approach video at the outset is to discover the questions your target audience is asking, and answer these with detailed how-to content. Not only will you benefit from the enhanced SEO by creating videos about these how-to topics, but you can become the go-to expert on the topic and remembered by your audience as such. You’ll also want to build out compelling, high-level brand stories to initially attract your target customer.

  1. Establish who’s responsible for creating content

Depending on the production quality you’re aiming for and your budget, you might be able to invest in an in-house videographer or even a team of marketers dedicated to video. However, you might also be outsourcing high-budget content with an agency. Overall, assess the resources you’ve got and figure out if you’re developing content in-house or outsourcing production, and how you draw the distinction on various projects.

No matter how you’re operating, outline who is responsible for the creative concepts, who will write the scripts, how final approvals are gained, who organizes the logistics of a video shoot, and who’s responsible for distributing the videos once they are complete. You may also want an “editorial board” of major stakeholders who are consulted for video feedback. You definitely want feedback at critical points in the video process/projects, but be mindful of an excess of cooks in the kitchen.

  1. Where will your content live?

Whether you’re re-using webinar content, creating how-to videos, or behind the scenes interviews with your management team, you need to know where your videos will live on your website, YouTube or elsewhere.

You’ll notice that major brands behaving like media companies tend to have entire pages of their websites devoted to video. Take a look at NoLimitBuzz for instance (we’ve got an entire “videos” section on our site). Resource hubs which contain our professional brand videos.
To get started with video on your own site, try incorporating relevant videos into blog posts and creating a video hub where all of your content is organized into categories.

4 Determine how you’ll measure performance

In the same way, you track KPIs for written content, you need to produce, release, then review your videos and their associated analytics in order to justify your investment in the medium. Metrics might still be a scary word, but video is actually easier to measure than you might think. Because video is distributed in a “player” or “container”, you can get data for wherever your video is syndicated through a video marketing platform. What’s more is that your video data can contribute to more accurate lead scoring as you’ll be able to see which prospects are watching which videos, and for how long.

Some metrics you should track for each video campaign you release, include:

Attention span and drop-off rates: Do >60% of your audience make it to the end of your videos on average?
Click through rates: Split test the results for email content with and without video content.
The total amount of your video content your leads consume: How many videos do individual leads watch in a day? A month? A week?

Overall, a video strategy keeps you from creating aimless content. Your videos should have a purpose aligned with your business goals.



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