Why is content strategy so important?

Video content can bring huge long-term results – but instead it often leaves you disillusioned with little to no ROI. Why?

A quick quiz…

Start by asking yourself these 5 questions:

1. Is video often reactive / seen as a ‘nice-to-have’
2. Are KPIs and purpose not always clear/aligned?
3. Is content released sporadically throughout the year?
4. Could the creative and/or technical quality be better?
5. Is the launch and distribution plan often not considered?

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If you answered yes to 1 or more of these questions, you’re probably not seeing the best results from your videos. Here are some tips to help you make the most of them in 2017.

Audiences don’t live their lives according to your campaign schedule

It’s likely you already have your marketing plan set out for the next year. But it’s important to remember that audiences won’t be living their lives according to your campaign schedule. Instead they will dip in and out when and where they see fit.

That’s why it’s essential you always have the right content available at the right time and in the right place, to reach and engage audiences at every stage of the marketing funnel. To achieve this, you need to have depth in your content.

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Brands have long been told that they need to act as publishers

One piece of content can’t achieve everything, and it’s unrealistic to expect it to do so. Often we see video go wrong because brands, organisations and charities alike pin all their hope (and budget) on one video that says absolutely everything they want it to say.

Instead, you need to invest in a kind of ‘something for everyone’ approach – but with a carefully targeted plan.

This is much like a print publisher. The front page grabs attention with headlines designed to draw as many readers in as possible. Inside, the regular features, stories and articles keep readers coming back. And at it’s core, the letters to the editor, the crosswords, the pieces that mean a lot to your most loyal readers, but aren’t necessarily for everyone. The same strategy applies to online video.

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A content framework helps define both purpose and expectation

A content framework can help you to strategically plan and place your content so that each piece works together towards the same overall goal. Importantly, it can set clear internal expectations for each individual video, with a big picture in mind. This pulls you away from agonising over each individual CPV, CTR, ACR, and wondering how it compares to the industry standard (because how long is a piece of string, really?). Instead you can form a clear, overarching picture of the long-term ROI.

For this to work, each video needs a clear and defined purpose. Start by segmenting your audience, then segment their needs. The matrix below shows how video should fit into one (max two) of these boxes. Try plotting your existing videos onto the matrix. Is there too much of one and not enough of the other? Does each one try to do too much?

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Building a video content strategy with RAW

We are a strategic branded content agency. We create content designed to change perceptions. With our unique methodology, we partner with organisations to build bespoke, long-term content strategies designed to meet objectives.

Our USP is this methodology. Together, we work through its 4 key stages; Asses, Plan, Create and Reach to identify key objectives, build a cohesive framework and create films that reach and influence the right people, at the right time, in the right place.

If you want to change the way people see your cause, or reach out to new followers and fans, we can help.