In a recent webinar, Dan Farkas presented strategies for creating and managing a video content program. Below are 5 key things we learned from his presentation.
You have the tools. You do not have to start from ground zero when developing a video strategy. If you are new to developing a video content program, you may be anxious about where to start. While the content form may be new to you the approach is the same. Years ago, content strategist, Rachel Lovinger provided advice that still holds true, “The main goal of content strategy is to use words and data to create unambiguous content that supports meaningful, interactive experiences. We have to be experts in all aspects of communication in order to do this effectively.”
A solid content strategy works for all types of content, including video. A basic content strategy addresses:
- Goals. What do you hope to gain from your content strategy? Before you begin, identify how you will define success.
- How will you accomplish? How will you source the content? How often will you publish? A good editorial calendar will help you establish themes and cadence for all of your content marketing.
- Workflow. What is the process for content production?
- Ownership. What are the roles and responsibility of those who will be involved. This may include internal teams, and subcontractors. Clearly define who will do what and when to keep things on track.
- Measurement. Based on your goals, establish key metrics that will be tracked to measure your success.
Use it and use it again…and again. We all know the value of repurposing content, and video content is no different. Amplify product marketing by using written materials to create an explainer video. Take a blog post and turn it into video content, like Dan did for a post he wrote for Solo PR Pro.
Expand to other channels. You can also repurpose on another platform. Neil Patel advises that old content can drive new traffic. You can get new life from existing content by repurposing on different platforms. Republish a blog post on a high ranking site such as Medium or Thrive Global.
Prioritize quality. In addition to telling a good story, you want high quality audio and video that is stable. If you are shooting video yourself, even on an iPhone, use an outside microphone for clear audio. For steady video, use a tripod. There are many affordable options for both tools and you don’t have to break the bank.
Don’t let budget stop you. You can do video content on a range of budgets. Whether you have the budget to hire professionals, or have little more than a vision and an iPhone you can create good, usable content.
Video content is here to stay. You don’t have to become a videographer, but it is critical to learn how to incorporate it into your public relations strategies.
Do you integrate video into your public relations campaigns? What tips would you add? Let us know in the comments or tag #solopr on social media.