Thanks to ever-increasing and easily accessible information available online, these days people do most of their own research online before ever contacting a vendor. Grabbing the attention of potential customers is more important than ever, and we have to cut through the noise and engage our prospects with content that entertains, inspires, and educates them.

Video is the perfect format to quickly grab busy audiences’ attention, and enable strong storytelling in a short but memorable format that they can enjoy. According to Cisco, video will account for 69% of all consumer internet traffic by 2017. With online video quickly becoming a key medium for people to satisfy their information and entertainment needs, it’d be a great advantage for businesses to incorporate video content in their marketing. 

Whether you’re new to using video to support your marketing program or you’ve been doing it for years, it’s important to set a video marketing strategy for your effort. You don’t necessarily need an incredibly detailed plan, but you’ll want to figure out how to align video content with the goals of your company. Here’re some steps to get you started:

  • Determine what your video content should accomplish. It’s important that your business understands why you’re creating video stories.
  • Who your audience is. Outline your target audience with as much detail as possible.
  • What your audience should take away from your videos. What value do your videos add? What do they help your audience do?
  • What type of videos you’ll make. Will they be educational videos? Entertainment? Practical? A mix? Your brand’s reputation, image, and audience will determine your approach here.
  • Outline topics you’ll create. A good way to start is to discover the questions your target audience is asking, and then answer them with detailed content. By creating videos about these topics you will not only benefit from the enhanced SEO but also build a reputation as subject expert.


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