Step 1: Only those who know their goal will find their way!
A clear target definition is not only the prerequisite for precise and detailed campaign planning in video content marketing. What do you want to achieve with your videos? We at mecom vision differentiate between four different communication goals of video content:
In addition, the definition of objectives also plays a role in the empirical measurement of success. Whether a marketing strategy works and objectives are achieved can only be verified if they have been precisely defined in advance.
Step 2: Form follows function!
We work with you to find the right format for your goals and target groups.
The following formats are suitable for various communication goals. According to the Google Content system, some formats are so-called Help Content, others belong to the fast-moving Hub Content, while others are clearly Hero Content.
Step 3: Stay focused!
Finding content and using empirical data
In order to find the right content, a variety of sources are available:
- With which keywords would you like to be found in the search results?
- What are the current topics that move your target group?
- Are there exciting stories to tell about your customers who are already using your product?
- Which topics are picked up by relevant competitors?
- Are special keywords used?
The answers to all these questions can help you to expand your own keyword analysis and find new topics.
If you encounter a topic in the course of your research that has not yet been picked up by any of your competitors, then make sure you use it! In this way, you will stand out from the crowd with your video content marketing content and will also be better placed in the search results.
Implementation of video content marketing
Step 4: Living diversity
CONTENT FOR DIFFERENT COMMUNICATION CHANNELS
AND END DEVICES PERFECTLY PREPARED
Videos are increasingly being watched on the go. That’s why it’s so important to make video content fit the way you use it on smartphones and tablets. First and foremost, this includes a design suitable for mobile devices.
Offer the right video format for each channel. For example, a video for Instagram looks best in 9:16 portrait format, while a Facebook video feels better in square format. A recruiting video can easily be used as a 20-second social media clip as well as a 3-minute version for the career page.
Find out more in our whitepaper “Video Content Marketing”.
Step 5: See and be seen
IMPROVE YOUR SEARCH ENGINE RANKING
Finally, the video is ready. But this alone won’t get you anywhere. Now it is important to optimize and seed the video so that it can reach your target group.
We help you find the measures to get the most out of your investment in video content. In this way, you can effectively improve your ranking in the search engines.
Step 6: Well tested is half the battle
REPRESENTATIVE RESULTS EVEN WITH A LOW BUDGET AND A TIGHT TIME SCHEDULE
Ultimately, it is also a matter of direct monitoring of success. In other words, the question of whether the previously set goals have also been achieved. Here it is important to distinguish between the higher goals and the micro conversions.
Especially in the field of online marketing, there are many possibilities to obtain representative results about the success or failure of a campaign with a low budget and time investment. We help you to find the right tool for your purpose.
Optimization of videos
Step 7: For a maximum of success!
Get even better results!
NOW IS THE TIME TO OPTIMIZE YOUR VIDEOS.
Which runtime works best for your customers? Which content was particularly well received? Do your customers have a preferred platform for watching your videos? Then adapt your future video content to it and, if necessary, revise already produced videos to make them even more successful.
As a full-service agency in the field of video content marketing, we take over the conception, realization, post-production, and integration into your communication. On the way from the first idea to the final product, we contribute our collective know-how and lots of creative ideas. We are and remain constantly open to your wishes, ideas, and feedback – after all, it is our goal to realize your vision!