If you’re starting to plan a corporate video production strategy for your NJ company, I’ll bet you already know how powerful and effective video is for marketing, sales, communications and more. Currently, over 76% of marketers use video as a content marketing tactic to enhance sales, bolster brand image, support customers…the list goes on!
Planning a corporate video production strategy can be overwhelming, and many marketers simply want to know how they can turn what their company does into video content. What should the video be of? And, how can it be used most successfully?
While partnering with an expert video production agency can help you lock that strategy down, here are a few things to consider as you develop your corporate video production strategy:
What Goals Are You Trying to Accomplish?
With video it’s best to drill down to very specific goals, content and call-to-action. Start by listing out your key initiatives for the upcoming quarter or year. And again, be specific! What goals are of the utmost importance? Perhaps you want to:
- Boost SEO and build site traffic
- Increase sales by supporting independent sales rep
- Enhance the brand image by increasing awareness of community involvement
- Build excitement and demand for a new product
Identify the goals that you and your company seek to achieve with video and get as specific as possible with all of them. As you accumulate this list of what messages you need to convey, start to also identify who your intended audience is for each message.
Consider Your Company’s USP or Keyword Search Terms
In designing content, it’s critical to unearth the essence of your brand, and identify keyword information that should be infused in and around all of your content. Here are two ways to do that:
First, Think about your company’s USP. What sets you apart from your competitors, and why do people choose your offering over some other solution? In-a-nutshell, what is it that you stand for? What is the essence of your brand?
By listing out some of these key phrases and qualities, you’ll start to generate a list of qualities you can apply directly to your content or to your content’s creative. While this may sound confusing now, it’s a great exercise to help you create a valuable list of insights to provide to your corporate video production provider.
Next, identify the strongest keyword search terms that relate to your company or the site page where the video will live.
Keyword search terms are the different phrases that someone might enter in a search engine to start searching for a solution to their problem, or to search for your company directly. When your corporate video content gets placed on your website, it should be framed up and relate to any text on that site page, as well as the keywords that help it get found in the first place.
Not sure what search terms work for your company? Consult with an agency, or check out these sites that help identify keyword search terms: Soovle.com, Ubersuggest.org, Wordstream.com, or Keywordtool.io
Check Your Schedule!
Building content around the most important events and dates in your company’s calendar is a simple but surefire component of a corporate video production strategy. This seems like an obvious tip for generating content ideas, but you’d be surprised how frequently it gets overlooked or ignored until the last minute! Get your calendar, and identify important dates and events that relate to your objectives and goals.
For example: if enhancing brand image is one of your goals, consider using corporate video production either at or for important milestone events, charity galas or awards ceremonies. Play a motivational video at these events, or film the events and release content afterward for PR, social media engagement, or as a digital component of an annual report.
Or, how about this example: Is one of your biggest goals to increase site traffic and online sales? Look ahead to the year’s most important sales events, product launches and marketing campaigns. Add a video component to your already stellar marketing plan to provide product information to customers – helping to increase conversion rates by over 60%!
How Will Your Video Reach Your Audience?
Along with identifying your most crucial performance goals and key events you’ll also want to consider how each piece of video content will reach your intended audience. Methods of distribution can include: TV broadcast, websites, emails, PR releases, live presentations and social media.
It can also include things like industry-specific or online community profiles, corporate intranets, pre-loaded tablets or mobile devices for your sales force, or even physical DVDs for on-boarding, training or compliance applications.
One of the greatest things about video is that it can be multi-purposed, and a great way to maximize your production investment is to consider all possible distribution methods for each piece of video content. By planning ahead and knowing how you plan to distribute pieces of content, simple changes can be made in order to create multiple versions of your video for each method of distribution.
What Is Your Budget Range?
Before you bring all of this great starter information to your video production agency, you should also have at least a rough idea of budget to discuss with them as well. While at times the plan may dictate the budget or vice versa, and you may not know which end to start with, it’s helpful to at least have a basic range and see where the plan takes you from there.
Many times all of these separate pieces of criteria (types of video, distribution variables, budget) can be brought together to meet at a place of balance. Most importantly: when your corporate video production strategy is directly related to key performance goals, demographics, and specific calls to action, it becomes easier to understand the application of budget to video content.
Of course there is much more to a complete strategy than what I have covered above, but this list is intended to give you some great beginning steps toward honing in on what your video content should be about. As you start using corporate video production more and more to benefit your organization, you will be able to identify which types of video and distribution methods are strongest for you and apply that information going forward. And, while video production can be a process, if you’re partnered with an experienced video production agency it will be a beneficial process you can enjoy!