Now that your objectives and structure are in place, the next step is to complete the framework for the project.
Map out the structure of your business and determine where your content sits within it. You are looking to achieve a successful ROI from this campaign with the objective of benefitting not just one or two areas of the business but the business as a whole. This is a useful exercise to complete for all of the content your business creates.
Where will the content will sit within your business?
To begin with you need to pin down a piece of content/campaign on at least one or more of each of the areas below:
- Operational divisions: Internal departments, e.g. IR, PR, Marketing, Comms, HR, Employee, Investor
- Sectors: Industries your company works in (may be singular), e.g. Energy, Financial Services, Technology and Healthcare
- Geographies: Markets and languages you are present in, e.g. EMEA, North America, APAC - English, Spanish, French and Mandarin
- Products/Services: What you sell or offer, e.g. Products, Services, Consultancy, Data & Research, etc
- Channels of communication: Networks you use for distribution, e.g. Website, Email, LinkedIn, Twitter, Press Release, Journalists, Office locations, Events, Presentations
- Audiences: Segmented internal and external audiences, e.g. Employees, Customers, Partners, Investors, Media, Public
Layering your content types over this will give you a clear understanding of where it will sit within your business.
Video Marketing Content Types
You already have a clear idea of your brand and identity so these guidelines should be in place to execute the right tone for your video. In terms of the content types your company produces, there are 4 main areas (using blueprint.tv examples):
Brand & Strategy
Explaining your brand, approach and why you are different. Here you could be outlining who you are, what you do, changes in policy for your company, launching new initiatives or values. Content marketers often try and avoid talking about themselves so this should be done during the user journey at critical stages (usually on your website).
Sector & Market
Shaping your industry and providing commentary on the sector that you operate in. This can be a very effective way to avoid the generic Brand & Strategy piece or Corporate Video on an "About Us" page, demonstrating your authority within the industry. It can also be used to get you to the top of Google for relevant searches.
Product & Service
Explaining your company’s products or service. This can focus on product/services features, applications and the environments where they can actually be used. This video type can be on your website, but also at trade shows, investor days and in presentations. It can be used to gain a high search ranking for products you compete in or lower costs for Adwords by increasing your relevance to the services you offer.
Thought Leadership & Insight
Shaping the future of your industry by giving an insight into the trends and trajectories of key industry areas. This content sits well with an annual report, perhaps looking at your company's last year in terms of changes in the industry, and where you envisage the industry will be in 5-10 years. It can also be used externally to drive awareness and engagement and improve the perception of your business through the innovative ideas you present.
You will find that elements of each content type work in the video you want to produce. It is important to remember you are looking for a video which is short in duration, so there may not be enough time to speak about numerous issues. Video campaigns will continue to be part of your marketing strategies so there will likely be a series of films produced to cover all these content types. Continue to be concise with your message and always refer back to your objectives.
How will this benefit your digital strategy?
Once this structure is completed it can be used to retain a level of consistency in all the content you produce. It helps your content to stay on brand and enables consistency in the terminologies and procedures you use to create the content. This extends to the digital strategy you use across the company.
We have seen many cases where companies publish content from different departments that end up competing with each other for the same keywords (and therefore diluting their impact). By mapping all of this out, whether you are producing a HR recruitment campaign, an IR press release or a communications piece, the sales and marketing team still benefit and the whole business will keep moving together in the same direction.
This blog is Chapter 4 of our Beginner's Guide to Video Marketing. The rest of the guide can be found below:
Chapter 1: What is Video Marketing and why is it important?
Chapter 2: How to start planning your Video Marketing strategy
Chapter 3: How to structure a Video Marketing campaign
Chapter 4: The Video Marketing content framework
Chapter 5: Video Production approaches and techniques for business
Chapter 6: How to deploy a Video Marketing campaign
Chapter 7: Video Marketing for search
Chapter 8: Video Marketing seeding
Chapter 9: Video Marketing metrics and measurement
Chapter 10: Top 20 Advanced Video Marketing tips and tricks
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