VIDEO CONTENT STRATEGY

It’s estimated that 500 hours of video content is uploaded to YouTube every minute and the average visitor watches approximately 11 minutes of video content per day. That means as a brand, you have a ton of competition all vying for the same attention you want.

Without a content strategy, most videos simply add to the already saturated white noise: They don’t offer anything unique, informative or interesting. When seconds count, you don’t want your ideal customers making snap decisions that your brand is dry based on unappealing video content.

So when developing your video content strategy, here are the six stages we apply that will enable your videos to generate leads and position you differently from your competitors.
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Stage 1: Content and industry research

To understand you and your industry and the calibre of the content being uploaded in your marketplace, we need to do the research.

This happens in four phases:

Story identification: We’ll ask the questions and you give us your responses. The questions we ask will form the basis in which we work. We’ll cover things like your ‘why’, what you want to achieve in business and SEO keywords (if applicable).

Understanding your offer: We will deep dive into your products and services, how your ideal customers benefit from it and how they are (or can be) different from what your competitors offer. Going further, we’ll learn what Call to Actions (CTAs) you have and how these can be subtly used in the content we create.

Knowing your customers: Your videos must be targeted to an audience that wants or needs to hear from you. By drilling down on this, we'll be able to create a content strategy that your customers will feel is made uniquely for them.

Reviewing your competitors: We conduct analysis to identify the content your competitors are creating (and more importantly, whether its driving leads). This means you’ll get a more streamlined understanding of what they’re doing and how we can position you as a better alternative.

Industry research: To forecast future predictions about your industry, we need a detailed understanding of it. When backed by educated and informed research we can confidently position you and your offer as different and thought-provoking.
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Stage 2: Workshop and building your content strategy

Filming a video is fun, but if you don't know its intention, you're wasting your time and, more importantly, your audience's time.

That’s why we will pull together all the information from stage one and conduct a content workshop with you. This will ensure clear decisions are made around important things like:

Understanding the end goal of your video content: Whether it needs to increase brand awareness, position you or your company as a thought leader or generate leads.

What your customers need from you online: How videos can be directly targeted towards different buyer personas.

How your content should be created: Whether videos should be educational, entertaining, thought-leading or polarising.

How your products or services can be pitched in content: Via visual demonstrations, interviews or audio explanations.

From here, we will build out a six month content strategy and monthly publication calendar.

Our video content strategy will focus on the five stages of awareness and target your customer at every stage - unaware, problem aware, solution aware, product or service aware and most aware.
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Stage 3: Video content creation

We see videos on a daily basis and have identified four styles that are primed for brand building and lead generation.

Branded storytelling videos: A branded storytelling video is marketing content that showcases your brand through positive association.

We prioritise what your viewers want to see and let the video speak for itself.

Customer case studies and testimonials: While it’s important that you promote your own brand (because no one knows your brand like you do), there’s huge power in allowing your customers to promote what you did for them.

The truth is, social proof encourages others to want to work with you.

Social media videos and scripting: We create individual social media videos, but each blog we create for you also comes with video scripts that you can use to promote longer-form content on their social media platforms. This benefits you in two ways:

- It drives traffic back to your website which is great for SEO.
- It adheres to social media platform algorithms which favour video content.

Question and Answer Interviews (or Q&As): Q&A videos are where at least two people engage in an interview about a particular idea or topic. Typically, this will be a business owner or entrepreneur asking questions of somebody well-known or respected within their industry.

The purpose of these videos is to build trust with your audience and warm them up to who you are and what you do, but utilising the opinions and thoughts of others in your video content.
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Stage 4: Video roll out and distribution

Once the video content has been created, it will be handed over to you for review. After you inform us of your feedback, we’ll action your suggestions and prepare your videos for distribution.

At this point, we will supply you with approved and professionally edited video content to be uploaded to your communication channels.

Videos will be created and finalised one month prior to it being published so we can build up a backlog of approved content to be rolled out consistently to ensure there are no gaps in content dissemination.

The videos we create will be rolled out in this way month-on-month. This approach is called ‘evergreen content’ and isn’t time or date specific, meaning it remains relevant no matter when it’s uploaded.

For content that is time and date dependent and that can’t be planned for in advance - like a change in industry regulation - we will create these videos when needed. We can do this because we’ve previously created a backlog on content and eased the pressure on all parties.

Depending on your engagement with us, all created videos will come with social media posts, scripts for structured video messaging and copy for emails or e-Newsletters.
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Stage 5: Measuring content and client success

Once your content is rolling out and the first month has passed, we will conduct content and client success meetings.

We will measure your video content and report back to you on things like:

- The total number of views each month per piece of content.
- Make assessments as to why this was the case.
- Review which content wasn’t as popular.
- Understand what themes or topics most engage your market.

But going further, we want to ensure you’re happy with our videos and how we’re creating it on your behalf. So, we conduct monthly feedback meetings with you.

We will work with you to identify:

- How we can continue to support you with content delivery.
- Discuss how we can build our relationship with you further.
- Address any queries you have about working with us.
- Forecast what success looks like from your perspective for the following month.

Measuring content in this way will enable us (and you) to understand more accurately what’s working in your market and what theme or topic has the best chance of converting your ideal customers. While your feedback will enable us to ensure we’re adhering to your expectations.
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Stage 6: Converting your audience into loyal customers

Videos are nothing unless they convert your audience into loyal customers.

To make the conversion process easier, we’ll supply you with templated responses to the common questions your customers and audience are asking once they’ve watched your videos.

A potential customer’s attention span isn’t long, so to maximise the chance of converting them, you need to respond to their query with speed. Likewise, you need to stamp out negative comments (if it happens) and control the narrative on how your brand is seen online. This is best done via pre-approved templated (yet functional) responses.

Furthermore, given we’re journalists and understand how to create video content that meets editorial guidelines, it’s not uncommon for the content we create to be published in online publications or external blogs which will build your authority.

We will supply you with a database of publications and pitching emails to send to Editors with the aim of getting your content featured in their publication or on their website.

The Way We Manage Your Video Project

There are several elements we put in place to ensure the video projects we create get results. 

These include:

Narrative creation: This is about identifying the intent of a video, the ideal customer, and how what you have to say is meaningful, brand-building, and lead-generating.

Interview talent identification: Sometimes a business owner is not best placed to feature in a video, and decisions need to be made around who is best to feature on-screen. Ultimately, you shouldn’t feature somebody in a video if they don’t appeal to your desired end-user. 

Storyboarding: This means everybody knows what footage will be captured on the day/s of filming and approves of what shots will be selected for video edits in advance of shooting and editing. 

Script creation: If the video requires dialogue, it needs to be relevant to the footage and appeal to your ideal customers. There’s nothing worse than turning up on filming day without a well-thought-out script and trying to wing it. 

On-camera talent media training: For most people, being on camera is unnatural. So, we media train you before filming starts so you are comfortable and confident during recording. 

Filming day run-sheets and on-camera briefs: Filming times can blowout quickly if you’re not working towards a plan, and that costs money. So before each video project, everybody involved will be sent a brief of how the shoot will be managed. It will cover things like:

  • Locations.
  • Time frames/dates. 
  • Who is on camera and when. 
  • Shot selections and pre-approved scripting. 

This ensures busy business owners and entrepreneurs aren’t kept waiting to film for ages. It’s seamless and enables you to be involved when you need to, but doesn’t take you away from the actual requirements of your role.

How Videos Generate Leads

All of our videos are designed to generate leads and raise brand awareness. 

Here’s how we achieve that for you: 

We optimise your videos for social media platforms: Every platform has its own preferences. We tailor your videos and scripts so that it matches the algorithm of sites like YouTube, Vimeo, Facebook, LinkedIn, and Instagram.

We create videos that target different stages of a buyer’s journey: The five stages of awareness are:

  • Unaware: People don’t have any idea of your products or services and don’t know who you are right now. 
  • Pain aware: People realise they have a problem, but don’t know the solution yet.
  • Solution aware: People know that there’s a problem and a solution, but they don’t know about the solution you have.
  • Product aware: People know you offer solutions but have not decided on which product, service, or package to buy.
  • Most aware: People trust your brand and are ready to work with you. 

We create videos that convert through a content strategy that works: Through our detailed content strategy, we are able to create videos that attract viewers, turn them into leads, and finally, convert them into customers. We also monitor the success of your videos, so that we can remodel future videos to target and capture new audiences. 

We provide ongoing advice on how you can generate more leads with the videos we create: Some of these include:

  • How to use your videos on campaign landing pages.
  • How to create and execute video email marketing.
  • How to track the progress of your video marketing plans.

We want you to dominate video marketing

Story League is a content creation agency that creates strategic and targeted videos and scripts that builds your audience and converts them into customers. 

We want to work with you to develop the stories that are alive within your organisation and industry. For us, your content needs to be seen by your ideal customers as educational, engaging and strong enough for them to seek out your business.

Story League offers workshops for building your content strategy and monthly video creation packages that can include each of these four video themes. This will enable you to generate leads by uploading consistent and meaningful videos that engage and educate your audience.