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By: Lori Smith 


Videos – scary yes – not within your comfort zone, 

probably – but I can’t stop emphasizing how

important videos are to your business’ success. I

admit, I’m just starting to develop a video content

strategy for my business. I’m currently working on a

couple of videos for my website. Be on the lookout for

my videos and a post on what tools I use.


If you want your business to continue to be relevant

in the crowd of online competition, then you need to

get on board with leveraging the potential that

videos offer.


If you’re still not convinced, let me give you a clearer

picture of how beneficial videos can be to your

business. Here’s a few statistics from some of the top

marketing experts.

  • 64% of viewers are more likely to buy after watching a video

  • 92% of viewers share videos

  • Including a video on your homepage can increase conversion rates by 80%

  • Videos used in e-mails can lead to a 200% – 300% increase in click through rates

  • Using the word video in an email subject line boosts open rates by 19%

  • 52% of marketing professionals say video content has the best ROI

  • Video ads increase purchase intent by 97% and brand awareness by 139%

  • Social media videos get 1200% more shares than text and images combined

  • 58% of consumers consider businesses that produce video content to be more trustworthy

  • Videos increase the chance of a front page Google result by 53%

Do I have your attention now?



According to Content Marketing Institute’s 2016

Benchmarks, Budgets, and Trends research, 79% of

B2B marketers and 82% of B2C marketers in North

America are using some form of video content as part

of their marketing strategy


Considering this stiff competition, how do you go

about using videos strategically in your business? You

have to look at videos in the same way you view your

other content. Videos like articles must be relevant,

strategic, helpful, and valuable to your audience. But,

at the same time, you want to convey your personality

and build a positive brand association.


In short, be yourself, have fun, and make it



how to plan a successful video content strategy



Planning A Video Content Strategy


You need to start considering videos as an integral

part of your overall content marketing strategy, and

not just an insignificant addition that’s done once in a

blue moon. 


With that said, you should also treat videos the same

as you would any other expense in your business if

you want to see a return on your investment. It’s

important to make careful decisions in how you plan,

produce and promote your videos.


Developing an actual video content strategy will

provide you with the foundation your videos need to

be successful. Below is 9 steps to planning a strategy

that will take your videos from what the hell am I

doing, to awesome.



1) Plan The Role Of Your Videos



Before you even hit record think first about what you

want to accomplish with your video. What role do you

want it to play in your brand’s story? Then, plan out

the steps you’ll need to take to produce, promote,

and measure the performance of your videos.


Planning this out in advance will help you make

better decisions about what types of videos will be

worth spending your marketing dollars on.



2)  Plan Your End Goal


What do you want to get out of your videos? What

results do you want to see?


Most often with social media metrics, success is

measured by views, but that’s not the way to truly

measure the success of a social media post. At least

not a post, with a purpose. Whether it’s brand

awareness, leads, subscribers, or some other goal,

your video should have a strategy.


Include a call to action in your video that leads your

viewers to the next step in your funnel. This might be

a landing page to sign up for a webinar, opt-in freebie

or some other product.


I wrote an article about ways to use videos in your

business. You can read it here.


Even if you have no specific goal for your video, at

least ask your viewers to share it to broaden your

brand’s reach.



3) Plan Your Content – Write A Script



Delivering your content on camera is not the same as

delivering it in writing. Written words don’t sound the

same when you speak them out loud. You want to

sound natural, and show your personality when

speaking on camera, not sound like a robot.


Videos can get weighed down by the heavy content,

which will likely cause your readers to either doze off

or bail on the video altogether.


Crafting a script will help you not only stay on topic

but also infuse some of your personality into the

video. A script can also help you avoid awkward

pauses and the dreaded ummms.


I have a free Workbook For Writing An Effective Video

Script. Get access below.



4) Plan Where You Will Host Your Videos

You need to decide where your video content will live

before distributing it. You have 2 options for this:

  • You can host your videos on your own website.

  • While this might be a little limiting in overall

    reach, you have the control to customize your

    videos to look and feel exactly how you want them to.

    But beware, uploading videos to your site takes up a

    lot of bandwidth and storage. When you’re using a

    shared hosting server, and many people are trying

    to watch your video at one time it can cause your

    videos to either stop after a few seconds or not load at


  • Use a video hosting platform such as Vimeo,

    Brightcove, Wistia, Facebook Live, or YouTube. All

    you have to do is upload/record your video to the

    platform of your choice.  You’ll then have access to

    some code that you can embed where you want

    the video to appear on your site. The video is then

    streamed from the host’s server instead of the

    server provided by your website platform. This will

    make your videos play more smoothly, and they will

    be easier to share on other social platforms.

5) Plan The Stage For Social Plays

Knowing where to distribute your videos is about

knowing your audience and where they like to

hangout online. This will help you choose what social

media networks to share your videos on to get the

most audience engagement.

If your videos aren’t being viewed then what’s the point

of even making them. You need to get your videos in

front of the right audience, on the right platform, at the

right time.

A little research of your ideal audience will tell you 

what you need to know about their online habits and

where you should be sharing your video content.

6) Plan On Adding A Transcript

Search engines aren’t exactly the most proficient at

indexing video content as they are text. Adding a

transcript of your video will help you to overcome this

SEO shortfall.

Another reason to provide a transcript is, not

everyone likes to consume information in the same

way. Some of your audience might prefer reading an

article/post rather than watching a video.

You want to make sure not only for your SEO but for

your audience as well, that you’re providing your

content in different formats.

7) Plan Your Tags

For SEO purposes make sure to add relevant tags,

titles, and descriptions to the metadata of your video

content just as you would text and images.

As with other assets on your site you want your videos

to be tagged with your target keywords so they get 

ranked higher in relevant searches. Optimizing your

videos the same as you would your other assets will

only help improve traffic.

8) Plan To Promote Your Videos

Share your videos with influencers, your subscribers,

and your followers the same as you do your blog


You can easily share them with a screen capture 

along with a link to your video on social media or in

your newsletter. Make sure, to always ask your

audience to share your video to expand your reach.

9) Plan On Tracking Engagement Metrics

One of the metrics you need to track that you

wouldn’t normally measure with text or images is 

attention span. What you say??? The engagement

data for your videos will help you refine and

customize your video content strategy. This will give

you the insight you need to provide a better audience


Attention span is the amount of time someone

spends viewing the video. Think of it this way, if you

find that viewers are only watching a few seconds of

your videos and then clicking out of it, you need to

figure out why. Maybe your intro is too long or you’re 

not grabbing their attention in the first place.

Point is, you have the ability to track this metric and

make adjustments accordingly. Think like a viewer

and create videos that YOU yourself would want to


Final Thoughts

Did I mention that videos are going to become more

and more important to your success? I did, well, it

bears repeating because I see a lot of people

struggling with using videos strategically. 

Developing a strategic plan for your videos has the

potential to take your business to another level.

Videos can bring your business from behind the

screen to out in front. Meaning they will become the

main way to put a face to your business and build

brand awareness.

If you’re using videos haphazardly, without purpose,

or not at all, you’re missing out on a super exciting

marketing tool. So change out of those sweats, fix

your hair, and starting recording.

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