It doesn't matter whether you are producing video for fun, profit or to market your brand, products or services, all video content has some kind of strategy surrounding it whether you are aware of it or not. In this week's Creator's Tip, we address the most important key for your video marketing content strategy to ensure you are getting the views you are aiming for and providing content your viewers will find valuable.

Every video that is posted on the web has some kind of content strategy associated with it.  The difference between many videos is that some creators have given thought to their video strategy while others have just posted videos for fun.  There are creators who have found a lot of success in just posting videos "for fun" however, if you are looking to streamline your video view results or are looking to use your videos to promote your brand, product or service, you need to take a closer look at what your strategy actually is.

What's the #1 thing to consider when developing your video marketing content strategy?

The key is to make sure you are using your knowledge and expertise to provide value to your viewers.  You want your videos to help them in their daily lives while also catering to their interests and helping them to solve the problems that they face.  The more information you provide for free to your viewers and customers the more credability you will earn for your brand or service.

QUESTION: What's your advice for developing a video content strategy?

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  • holiday

    timschmoyer If this is open for a vote...Tim, don't change. For me you are the most engaging, educational and entertaining presenter at reelseo. If this site closed, I'd hunt you down :)

    • http://www.reelseo.com/ reelseo

      holiday HEY!!!!  Hunt me down 2 ;-)

    • timschmoyer

      holiday haha Thanks! I appreciate the encouragement! Good thing I'm pretty easy to track down online. I definitely leave a trail. ;)

  • John Housand

    I agree with Gary.  I don't know what it is with the jump cuts these days.  I see them in higher end productions as well.I also agree that correct enunciation / pronunciation is key for a video or, especially, an mp3 presentation.Where I 'may' differ from Gary.  Is the definition of 'polish' or maybe better it's application.  We have actors who are well polished on-camera presenters.  I don't  necessarily want them in everyone of my clients videos, particularly for clients who themselves are the 'brand' as well as their company.Tim may need a little polish on one end of the spectrum but, on the other end of it,  he comes across as a 'real' person.  Sometimes we lose that 'quality' when we hire well polished on-camera talent. -Just say'n

    • http://www.reelseo.com/ reelseo

      John Housand Thanks John. I think Gary has some good points as well.  Especially if this were meant as a promotional video, business video, or something we'd expect people to either pay for, or pay us to do.  These are just our weekly attempts to learn what we can and share what we do know, which is really more in the marketing realm (though I do think Tim normally does a really good job).  I actually prefer, for our site and readers, a more non-"polished" take.  Anyway, all great feedback to think about, learn from, and improve.

      • John Housand

        reelseo  I agree.  As I was stating above, sometimes less polish means more 'authenticity' which, can translate into better audience appreciation for the message.

        • GaryJesch

          John Housand I appreciate your contribution to the discussion, John. Here's where it gets hard for me to understand. I agree that "less polish means more authenticity" in some cases, but that it is not meant to accommodate short cuts and lack of effort and investment when it comes to production. How could it be "authentic" for someone who is in the video industry and knows the difference, to produce pieces with rough edges, poor post-production, bad audio or any of the other pitfalls (not saying this is how ReelSEO works) in general?I think we need to do what the audience wants, in order to be seen as credible and to be trusted. Audiences who work with video (or want to) have expectations that polished video is better than the alternative. Authenticity for professionals is about attention to detail and certain skill levels at all the stages of production.Surely the guys at ReelSEO would like to have a better definition of what passes for "good enough." Depends on the audience and how the medium is presented. Marshall McLuhan got it right - "The medium is the message."

        • John Housand

          GaryJesch There are the technical aspects of video production.  You obviously want the highest quality and standards.I thought we were discussing the presenter and his 'rough edges'.   Would I ask Tim to be the brand spokes person for oh,  Wintrust Mortgage?  Probably not.  Conversely, would I want Wintrust Mortgage's 

        • John Housand

          talking head to be the reelseo guy on the screen? Not a chance.I am the king of gripping about online video. What really gets me going is when I see great technically produced videos fall flat on their face because they left the audience out the equation.Sorry, I think I have ghosts in my office.  I left my workstation in the middle of posting only to find what I wrote half way through had been posted when I got back.

  • http://www.reelseo.com/ reelseo

    GaryJesch OK thanks.  Honestly, the tone of this thread was upsetting to me and probably why you felt that frustration in my  quick response. I took offense as I didn't really feel that pointing out someone's speech impediment was fair, constructive criticism.  I dont think you would do that if you were talking to Tom Brokaw.  All that being said, I do appreciate the feedback and it's all water under the bridge as far as Im concerned.  We're not experts at production and never claimed to be.  We're just doing what we can to help. So it's a learning experience for us and we could always use the assistance.  Ill take a look at your stuff and thanks again.

  • dszarek

    Tim, sincerely, what's new about this post? This is one of the same rules that was describing here lots of times.. Isn't that post and video just for BEING and make some stats..? And it's happening not the first time - I like this site but more often you're rewriting old posts and old rules again and again just using a little bit different words

    • timschmoyer

      dszarek Sorry you're disappointed with this. Honestly, no, it's not just for stats. Look at the comments on this video on YouTube: there are a lot of people who find this to be new information or at least a helpful reminder of where they've drifted off course. It's awesome that you're very well grounded in some of these fundamentals, but not everyone is. We try to do help people across all levels of expertise.

      • DavidCounsell

        timschmoyer Nice response. Can't please everybody. But as a strategy, you're pretty much right on by being a bit repetitive. In the ad world, it's called "frequency". Viewers have to see something multiple times before it sinks in. Here's a great quote from Tony Robbins that summarizes it nicely, "Repetition is the mother of all skills".

  • http://www.vacuumspot.com.au/ VacuumGuru

    Ill be damned, I have been really bothered by the messy URL of our youtube channel. Now I guess I not only have to keep the long one but be very happy about it :)

  • John Housand

    I agree with Gary.  I don't know what it is with the jump cuts these days.  I see them in higher end productions as well.I also agree that correct enunciation / pronunciation is key for a video or, especially, an mp3 presentation.Where I 'may' differ from Gary.  Is the definition of 'polish' or maybe better it's application.  We have actors who are well polished on-camera presenters.  I don't  necessarily want them in everyone of my clients videos, particularly for clients who themselves are the 'brand' as well as their company.Tim may need a little polish on one end of the spectrum but, on the other end of it,  he comes across as a 'real' person.  Sometimes we lose that 'quality' when we hire well polished on-camera talent. -Just say'n

    • http://www.reelseo.com/ reelseo

      John Housand Thanks John. I think Gary has some good points as well.  Especially if this were meant as a promotional video, business video, or something we'd expect people to either pay for, or pay us to do.  These are just our weekly attempts to learn what we can and share what we do know, which is really more in the marketing realm (though I do think Tim normally does a really good job).  I actually prefer, for our site and readers, a more non-"polished" take.  Anyway, all great feedback to think about, learn from, and improve.

      • John Housand

        reelseo  I agree.  As I was stating above, sometimes less polish means more 'authenticity' which, can translate into better audience appreciation for the message.

        • GaryJesch

          John Housand I appreciate your contribution to the discussion, John. Here's where it gets hard for me to understand. I agree that "less polish means more authenticity" in some cases, but that it is not meant to accommodate short cuts and lack of effort and investment when it comes to production. How could it be "authentic" for someone who is in the video industry and knows the difference, to produce pieces with rough edges, poor post-production, bad audio or any of the other pitfalls (not saying this is how ReelSEO works) in general?I think we need to do what the audience wants, in order to be seen as credible and to be trusted. Audiences who work with video (or want to) have expectations that polished video is better than the alternative. Authenticity for professionals is about attention to detail and certain skill levels at all the stages of production.Surely the guys at ReelSEO would like to have a better definition of what passes for "good enough." Depends on the audience and how the medium is presented. Marshall McLuhan got it right - "The medium is the message."

        • John Housand

          GaryJesch There are the technical aspects of video production.  You obviously want the highest quality and standards.I thought we were discussing the presenter and his 'rough edges'.   Would I ask Tim to be the brand spokes person for oh,  Wintrust Mortgage?  Probably not.  Conversely, would I want Wintrust Mortgage's 

        • John Housand

          talking head to be the reelseo guy on the screen? Not a chance.I am the king of gripping about online video. What really gets me going is when I see great technically produced videos fall flat on their face because they left the audience out the equation.Sorry, I think I have ghosts in my office.  I left my workstation in the middle of posting only to find what I wrote half way through had been posted when I got back.

  • http://www.reelseo.com/ reelseo

    GaryJesch I was asking for a url to a video or website... or perhaps a few helpful tips. That was all. Thanks for your response.

  • GaryJesch

    reelseo I respect your request, "reelseo" and would be happy to honor it. How would you like to proceed? May we start by referring you to our website? After that, we'd most likely call on some fellow producers who have other examples. And you won't find a jump cut in any of them, for sure. What you will find are video pieces that use multiple camera angles, for smooth transitions and shifts of perspective that pull the viewer into the story.You'll also find presenters who speak clearly and carefully and don't slur their words (NO offense, Tim - you just need to practice your script a few more times and be a little more precise).Two simple tips for production - and one more for content - go the extra mile. We are human beings as well, and we have an insatiable curiosity for going deeper and exploring how quality can evolve into something special. If you can tell when it is the "SOS" rehashed, stop the presses and work harder - it will be worth it to you and to us.My humble opinion - thanks for listening.

    • GaryJesch

      reelseo My own work can be found at http://www.chops.com, a site that offers our customers choices regarding the use of interactive virtual characters and avatars for tradeshows, special events and web videos. Our videos can be located there and on YouTube - http://youtube.com/gjesch

    • http://www.reelseo.com/ reelseo

      GaryJesch OK thanks.  Honestly, the tone of this thread was upsetting to me and probably why you felt that frustration in my  quick response. I took offense as I didn't really feel that pointing out someone's speech impediment was fair, constructive criticism.  I dont think you would do that if you were talking to Tom Brokaw.  All that being said, I do appreciate the feedback and it's all water under the bridge as far as Im concerned.  We're not experts at production and never claimed to be.  We're just doing what we can to help. So it's a learning experience for us and we could always use the assistance.  Ill take a look at your stuff and thanks again.

  • http://www.reelseo.com/ reelseo

    GaryJesch Maybe you could point us to some of your educational videos so we could learn what qualifies as more than "Good Enough?

  • timschmoyer

    GaryJesch Appreciate the feedback. Obviously there's a lot all of us could learn. I'll keep getting better. You should see some of the first videos!

    • http://www.blueairproducts.com/ holiday

      timschmoyer If this is open for a vote...Tim, don't change. For me you are the most engaging, educational and entertaining presenter at reelseo. If this site closed, I'd hunt you down :)

      • http://www.reelseo.com/ reelseo

        holiday HEY!!!!  Hunt me down 2 ;-)

      • timschmoyer

        holiday haha Thanks! I appreciate the encouragement! Good thing I'm pretty easy to track down online. I definitely leave a trail. ;)

  • GaryJesch

    Jump cuts and poor enunciation - not a very good presentation. The content is a bit stale as well. Tim, you could use some polish - or maybe "good enough" is an OK standard these days. Personally, I think people who "do video" professionally should do it well. That would get my attention.

  • GaryJesch

    Jump cuts and poor enunciation - not a very good presentation. The content is a bit stale as well. Tim, you could use some polish - or maybe "good enough" is an OK standard these days. Personally, I think people who "do video" professionally should do it well. That would get my attention.

  • http://www.bridgehands.com moonlitnite

    Very good, Tim. In addition to gaining trust by addressing the customer's problem/pain, we also want to be mindful of the other side of the coin - stimulate the viewer's PASSION.  Reel SEO's recent email and post has a provocative link to illustrate this point:  With a good model, lighting & camera angles plus supportive music, even a "bare bones" (sic) can sell male underwear to BOTH sexes:http://www.linkedin.com/redirect?url=http%3A%2F%2Fyoutu%2Ebe%2FeQb_-OY7Z0E&urlhash=rvwl&_t=tracking_disc

  • DavidCounsell

    timschmoyer Nice response. Can't please everybody. But as a strategy, you're pretty much right on by being a bit repetitive. In the ad world, it's called "frequency". Viewers have to see something multiple times before it sinks in. Here's a great quote from Tony Robbins that summarizes it nicely, "Repetition is the mother of all skills".

  • timschmoyer

    dszarek Sorry you're disappointed with this. Honestly, no, it's not just for stats. Look at the comments on this video on YouTube: there are a lot of people who find this to be new information or at least a helpful reminder of where they've drifted off course. It's awesome that you're very well grounded in some of these fundamentals, but not everyone is. We try to do help people across all levels of expertise.

  • dszarek

    Tim, sincerely, what's new about this post? This is one of the same rules that was describing here lots of times.. Isn't that post and video just for BEING and make some stats..? And it's happening not the first time - I like this site but more often you're rewriting old posts and old rules again and again just using a little bit different words

  • http://www.vacuumspot.com.au/ VacuumGuru

    Ill be damned, I have been really bothered by the messy URL of our youtube channel. Now I guess I not only have to keep the long one but be very happy about it :)