How to use Video Production Effectively in your Content Strategy
Content strategy is all about maximising your available resources to get the most out of your created content. It involves taking regular audits of current content and other resources, such as additional footage, short video clips and photographs. Once an audit has been conducted the content is sorted and archived for easy access and planning. From there a content strategy is developed, which entails considering the goals of every business unit and how best they can leverage video content. This is followed by a content production plan that spans across as many business units as possible. An example of this would be a corporate video that is repurposed into building induction training, marketing content, sales collateral, follow up for lead nurturing and short clips for social media.
This approach to video content is the best approach provided you are willing to push your initial budget. A well planned content strategy will result in the mass production of months worth of content across multiple platforms and business units. This optimised approach to content has a powerful compounding effect as it creates even more repurposeable content for future campaigns, which in turn is optimised and archived to further improve the company’s potential content. You can just imagine how much value you can get out of your content if you simply rethink your approach to it.
Consistent Video Production Content Updates
When it comes to content strategy one of the single most important considerations is the search engine optimisation of said content. Keep in mind that almost every piece of video production content that your organisation creates is to be consumed on the internet. Which means your content strategy should have SEO considerations through every piece of content.
A big part SEO is consistency, and one of the easiest ways to take advantage of this is to repurpose your video content into multiple iterations to be posted across multiple platforms on a regular basis. A regular basis that is part of a planned publishing schedule. The key is to find the perfect consistency ‘middle ground’ and keeping to it. All of which is planned for in advance to ensure every piece of video production is optimised for performance and a holistic contribution to the content strategy.
Content Mediums Matter
Animation as a content medium is perfectly suited for content strategy. It is versatile, dynamic and easy to update. A single video can easily be repurposed with a couple of new assets and frames, as opposed to traditional video that typically involves planning a whole new shoot and all the post-production that comes with it. With animation, whether its 2D or 3D, the assets can easily be reused and modified for additional video content applications.
Animation is also a great complementary content tool, as visuals can be enhanced with animation to aid the goals of the video. For example: Animated pistons appearing over the engine block of a car to demonstrate how it works from the inside. Of course, when producing animated content, consider your content strategy carefully and plan your assets to be used for multiple applications. This ensures you get the absolute most out of every animated asset you produce.
Keep your Content Updated
A big advantage of a proper content strategy is having complete authority over your content functions. This increased control is only effective when leveraged correctly, so indicate the responsibility of each content item or grouping of content and add them to your audit documentation. By allocating who is responsible for the various content items, you can manage your content on a semi-autonomous manner. As each content item has a team member that is responsible for it. This way you can create set parameters for the governance of your content, including when they should be revisited for a potential update. This also helps your responsible team members to maintain their content with the need for micro-management. To further enhance this function, consider including potential team members that may assist with the update of the content. For example: John in marketing is responsible for all promotional video content, however in order to update a series of explainer videos, it is advised to consult the head of product design prior to the content updates to ensure the product messaging is relevant and up-to-date. One way to simplify this process is to create sub units within each business unit that is primarily concerned with content. Within these units you allocate clear roles for content updates and add them to your content audit documentation.
This is also common practice in knowledge management to maintain the integrity of the content, without imposing too many potential content bottlenecks. We operate in fast-paced business environments where information and data is never-ending and constantly changing. If you do not find a way for your teams to operate on a semi-autonomous manner, then your content will forever be behind.
Expanding Video Content Across Organisational Functions
The versatility of video content extends beyond marketing into various organisational functions, enhancing efficiency and engagement in multiple areas. In departments like Human Resources, video becomes a pivotal tool for initiatives such as employee orientation and training, fostering a unified organisational culture and streamlining information dissemination. This multimedia approach can significantly boost engagement and retention of information compared to traditional text-based methods.
For departments focused on product development or services, video content serves as an invaluable medium for showcasing innovations and processes. Through engaging visuals, it’s easier to communicate complex ideas and procedures, both internally to team members and externally to stakeholders or clients. This method can demystify intricate processes, fostering a deeper understanding and appreciation of the work involved.
Leveraging Live Video and Webinars
Live video and webinars are powerful tools for engaging with your audience in real-time. They can be used for product launches, Q&A sessions, or industry discussions, providing a platform for direct interaction with your audience. This type of content can be repurposed into shorter video clips, blog posts, or even podcasts, maximising the reach and lifespan of your content.
Webinars also offer an excellent opportunity for lead generation. By requiring registration, you can collect valuable data on your audience, which can be used for future marketing efforts. Additionally, the interactive nature of webinars allows for immediate feedback and engagement, helping to build a stronger connection with your audience.
Integrating User-Generated Content
Encouraging user-generated content is another effective way to diversify your video content strategy. This not only engages your audience but also provides authentic content that can resonate more with potential customers. For example, running a contest where customers submit videos using your product can generate a wealth of content for minimal investment.
User-generated content can also be a valuable source of feedback and ideas for product improvement. By analysing how customers use and talk about your products, you can gain insights into their needs and preferences, which can inform future product development and marketing strategies.
Evaluating and Adapting the Strategy
Regularly evaluating the effectiveness of your video content strategy is crucial. This involves analysing metrics such as views, engagement rates, and conversion rates to understand what works and what doesn’t. Based on this data, you can adapt your strategy to focus on the most effective types of content and distribution channels.
Keeping abreast of the latest trends in video production and consumption is also important. As new platforms and technologies emerge, they can offer new opportunities for content creation and distribution. Staying flexible and willing to experiment can help keep your video content strategy fresh and effective.
Looking to rethink your content strategy and take your business video needs to a whole new dimension of success and holistic optimisation? Get in touch with our team today!
We are a full-service Web development and Content Production Agency in Gauteng specialising in Video Production, Animation, eLearning Content Development, Learning Management Systems, and Content Production. Contact us for a quote. | Info@soundidea.co.za | www.soundidea.co.za | +27 82 491 5824 |