Video Content Strategy & Planning
The inception point for our work is invariably at the point at which you have decided to commission a video, or would like to explore what options are available in this area.
In an ideal scenario, your decision has been the result of a strategic marketing approach, sector research, the planning of your digital content strategy, identification of audience, message and appropriate channels. However, this is sometimes not the case, and before we get down to the brass tacks of shooting and editing, we talk to you about all these things to understand where the video work is being positioned and what its aims are.
This means discussing your business background, existing marketing efforts, your level of social media engagement, existing use of content and content platforms, tools for measuring ROI, and much more. What may begin as either a very focused brief, or a more nebulous awareness of the need to ‘do video’, must evolve into an action plan that may encompass one or more of:
- Company overview video
- Series of videos explaining specific products or services
- Case studies
- Client video testimonials
- PR or event-led content for awareness or newsworthiness
- Seminar or speaking engagements
- Informational video series e.g. tips and guides
- Reworking of existing content into a video context
This examination of your video strategy – designed to connect with your customers and show credibility and consistency – ensures proper targeting and best use of your resources.
We also work on how and where you are going to leverage this video content. If the right video is created at the right price for the right reason, then it is the use of the right marketing channels that will give you the greatest opportunity for giving a sales return. This may mean that work needs to be done in these channels to allow your video to be harnessed properly.
Only when we all know What, How, Why and Where, do we move to the actual content creation.
For further details on our Video Production services, please view the Ratecard for guidelines.