So you’ve decided to create video content to achieve your marketing goals, but you’re just not sure how to plan or where to start. Can you treat it like any other piece of content? Are there certain best practices you need to follow? Don’t worry, we’ve all been there at one time or another.
Video content planning can be a tedious task to do but it is also an essential part of the wider strategic process behind successful video content projects. Thus it is vital to get it right and know the exact steps to take to ensure you get the best return of investment on your videos. Luckily we’ve managed to do cut it down to just 5 simple fundamentals to video content planning.
Below is a preview of the information you’ll find in the guide (plus examples) to help you plan effective, results-driven video and achieve your marketing goals. Without further ado, here are the 5 things you must do for successful video content planning:
1. Outline Your Objectives
First things first, you need to know exactly what you want to achieve with your video content. This means identifying the issue you want your video to solve and how you will be measuring its success – in short, your objectives.
You must also ensure that the aims for this piece of video content align with the wider aims of your business, otherwise you run the risk of heading in the wrong direction without contributing to your overall company goals.
2. Understand Your Target Audience
Next up, you need to know who you’ll be speaking to through your video content. We recommend using personas to help describe a standard person in your target audience.
To create superb video content that is deeply engaging for your viewers, you should search for and use insights about your target audience. Our guide shows you how.
3. Focus on Your Core Message
Now you know your target audience, you can consider what you want them to feel, think and do after watching your video content. This is where your core message comes in.
Try to narrow down the messages included in your video to just one core message. This is important for your videos to translate across your audience. Focus on the one thing your audience really needs to know to take the action you want. Imagine your messages as a tennis ball your audience has to catch. Now ask yourself is it easier for your audience to catch just one tennis ball or 10 tennis balls.
You’ll probably find that building a simple message map will help you to boil down your core message. So KEEP IT SIMPLE!
4. Plan the Specifics
This part is all about logistics. Decide on whether you’ll produce the video internally or externally, where and how you’ll use your video to maximise ROI, and your budget and timescale.
5. Write a Video Production Brief
Finally, you should write a video production brief. This will help you to summarise all your planning up to this point into a single document. Check out our handy template below!
Make sure to be as detailed as possible yet decisive when writing your brief. Cut any unnecessary information but with enough details to express your video content needs.
That’s it – those are the 5 things you must do to successfully plan for your video content. Our video content planning guide will lead you through these 5 fundamentals.