Stop Turning Content Into Videos (And Start Doing This Instead)

<p>#Content #Socialmedia #Marketing</p> <p>The reason digital video suddenly became hot with marketers came down to one word: search. Creating a two-way street connecting searchers of #Content and creators of #Content is like magic for digital marketers.</p> <p>Hi, i’m cally from the international institute of digital #Marketing. Let’s look at the elements of a digital video strategy</p> <h3>Goals</h3> <p>You need a clear mission for your pieces, episodes, or structure. Think about which part of the customer’s journey you want to optimize with the video. How is this useful for your customer?</p> <h3>Story architecture</h3> <p>Great #Marketing campaigns have a messaging architecture. Great video projects have a story architecture. In a television series, a producer would call this a “show bible.” It’s a clear description of everything from what’s allowed in this universe to the key messaging points to tone, visual aesthetics, sound, and editorial guidelines, and sometimes even a script for the story.</p> <h3>Video production plan</h3> <p>Think through all the production aspects you might need. Do you need a short and long version? Do you need behind-the-scenes footage? Do you need an interview with the star or other participants? Do you need different versions, cameras, or aspect ratios (high-end cameras vs. Iphone, for example.)</p> <p>Consider the production needs for creating the most assets you can from your video opportunity.</p> <h3><br></h3> <h3><br></h3> <h3>Distribution strategy</h3> <p>Where do you want to distribute this video? Not all video is appropriate for every channel. But don’t preclude channels simply because they’re not part of the main #Marketing campaign. You never know how something will take off. If you dream up a video #Socialmedia campaign – and only capture it in a vertical video format with bad sound – what happens when that video goes viral and you want to run it on television? Understand the options behind your distribution strategy and how they may change over time.</p> <h3>Measureme