Video killed the radio star, but Yahoo hoped it would create a meaningful revenue stream for the company. Although the internet giant recently shut down its video portal after failing to attract audiences, video may still serve your interests quite well.
If your business hopes to engage with consumers online, it’s important to have a well-documented video strategy -- particularly in an age where mobile has virtually everything caught in its crosshairs. Half of all video views in the year ahead will be on mobile devices, according to Tim Bradley, Manager of Video Services at Matter Communications. As previously discussed on ProfNet Preditor, adults in the U.S. now watch about one-hour and 16-minutes of video on mobile devices.
“There’s still a huge opportunity for digital content marketers and advertisers in 2016,” said Bradley. Only 24-percent of brands currently use online video to market to consumers, he pointed out, citing a report from Kantar Media. “Mobile video should be the biggest consideration for online communicators, especially in public relations and content marketing.”
Studio-C, the in-house creative services department at Matter Communications identified six steps to develop a creative content strategy (jump to the agency’s “6 Best Practices for Creative Content Marketing in 2016” by clicking here or read a condensed version with commentary from yours truly below):
Have a Clear Objective
Keep this short and to the point. You should be able to communicate your objective in one sentence.
Know Your Target Audience
How many times have we heard this? But it is so true.
Know How Your Audience Engages with Content
Apart from knowing whom you plan to target, you must meet that audience’s eyeballs where they’re most likely to interact with content. Perhaps that’s on Facebook, Instagram, Pinterest, SnapChat, Twitter, Vine, or YouTube. Not all social media channels are created alike. So, tailor your content appropriately.
Have a Clear Call-to-Action
Recall your objective. Why are you creating this piece? What’s the goal? As previously discussed on ProfNet Preditor, it may behoove you to put the call-to-action upfront.
Have More Than One Creative Tactic
Don’t put all your eggs into one basket (so to speak). The benefit of having a “wide birth of creative content” is that you’ll be able to compare and contrast results at the end of your campaign. What worked? What didn’t?
Know How to Measure Success
Data and analytics has never really been my forte, but the point here is that we all want a return on our investments. Unless we learn how to define success and distinguish it from failure, we’re doomed to never learn from our mistakes and therefore repeat history.
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