What Is A Video Content Strategy?

Your video content strategy answers the questions of “what video content should I make” as well as “where should I use it?”. 

These are the two most important questions you need to ask before you start making videos.

If you don’t have a clear video content strategy then to a large degree you’re flying blind, and won’t get the ROI you’re hoping for. 

I’ve worked with all sizes of businesses (literally from small startups to crown corporations), and have learned that you need to have a video content strategy.

That’s why in this blog I’ve laid out a clear video content strategy for you to use. All you need to do is follow along.

How To Begin Your Video Content Strategy 

The key to a successful video content strategy is to follow what’s called your Buyer’s Journey. 

What is a Buyer’s Journey?

Your customer requires trust and understanding of your brand before they make a purchase. In a sense, your customer’s interest increases as they become more familiar with you. Sometimes that happens quickly, but mostly it takes time and multiple points of contact. 

Either way, it’s a journey you need to join them on. 

Looking at it as a journey helps you gauge where your client is at mentally, and knowing that, you have a better idea of what to throw at them. 

Follow them on their journey, and sooner or later they’ll end up as clients. 

So how does this relate to your video content strategy?

There are three main stages of your Buyer’s Journey, and each stage requires a different approach to your video production. 

I’ve broken it down into three simple stages:

• Create Awareness
•  Create Appreciation
• Create Agreement 

Let’s look at each stage in depth, and build out your video content strategy based on that stage.

This actually works, and will make your video content strategy the most relevant to your client at all times. 

Stage 1: Create Awareness 

At the very beginning of your buyer’s journey, always consider that people don’t know you at all. 

They may not even be looking for you yet. 

It’s like two strangers showing up at a party.  Except the “party” is on the internet! 

You’re not trying to sell them your product or service yet. You’re just trying to let people know you exist and that you’re doing cool things!

The main place you’ll want to post these videos is social media, and there are two main kinds of video content you’ll want to consider.

Educational

Educating people is a great place to start your video content strategy. Videos like this don’t need to be super high end or expensive. They just need to focus on adding value in simple ways. 

They can be simple tips you post on Instagram or Tiktok, or you can create 3-5 minute Youtube vlogs as well. 

Youtube vlogs are hard work, so my suggestion is to start with the first option and make it feasible to be consistent. 

If you enjoy the process, consider longer form content such as 3-5 minute vlogs on Youtube.

Either way, educational videos are  a great way to start building relationships and a network of potential leads online.

Here’s a fun example: