5 steps to build your video content marketing strategy

By Rich Homer Thursday, August 8, 2019
Considering 82% of consumer internet traffic will be video by 2021 (according to a recent Cisco study), we can see that video is becoming the dominating topic in content marketing in the future. So what about today? It’s obvious that video has been a necessary component in most content marketing strategies.

If you are a content planner who doesn’t want to be left behind in the road, you’ll need to pay attention to video.

How to build a successful video content marketing strategy? Let’s discover through the 5 steps to have it done!

5 steps to build your video content marketing strategy

Step 1. Identify what your video content will accomplish

To start building your video content strategy, you should make a mission statement for it. Answering all the following questions will help you to have a good guide and direction:

  • What type of video you will make? This depends on the purpose of your video. Do you want to make a tutorial video or entertainment video? Or a mix of both.
  • Who are your target audience? Try to make an outline of your target demographic as detailed as you can.
  • Why your audience should watch your video? Determine the benefits that your video bring about and the motivation for your audience to watch it.
  • What is the short-term goal of your video or video series?
  • What is the long-term goal of your video strategy?
  • How do you ensure consistent message through all videos and your brand voice.
  • What mediums do you want to optimize for?

Step 2. Pitch video to executives

Making executive sign-off on video marketing maybe difficult, but surely you can do that. Get the case that video is an essential medium for your marketing toolkit and has to have its own line in the budget such as facebook ads, direct mail efforts, magazine ads, and so on.

Define in as a detailed way as possible the range of use for your video: to build brand awareness, to show corporate responsibility, to entertain, to promote, to educate, and so on.

Besides, you can impress executives with impressive fact, For example, you can mention that YouTube is the second largest search engine of the world or Facebook’s algorithm supports native-hosted video, and other realistic number stating the impact of content video in digital marketing.

Step 3. Establish who’s responsible for creating content

Depending on the requirements of the video in regard of quality and purpose, you can decide to choose in-house or outsourcing production. However, this also relies on your budget. Outsourcing with an agency will help you to have high-quality video but also require high budget. As a result, assess the resources you’ve had and figure out if you are developing content in-house or outsourcing production.

Don’t forget to clarify who is responsible for each part in the line. You’ll need one for creative concepts, one for writing scripts, one for organizing the logistics of a video shoot, and so on. Maybe one person can handle more than one thing, so while you can take advantages of this to reduce budget, try to find the best person to do the task.

Step 4. Find the right distribution channels

No matter what your video is about and now matter how interesting it is, you still need to find the right distribution channels to reach out to your prospects. There are many channels for posting video such as Facebook, Youtube and even your own website. You’ll need to use the metrics to figure out which one is the most suitable channel.

Although Youtube is a great channel, in some case, it is not a strategy. While you are trying to pull your audience’s attention and make them come back to your website, YouTube has an interest in keeping people on their site. That’s the reason why what you need is not only links back to your website, but also a place on that site where prospects can experience a content journey.

As a result, one of the most effective strategy is to post video on your own site incorporate relevant videos into blog posts and create a video hub where all of your videos are logically organized and become easy to search for .

After all, don’t publish your video on just one channel, make a distribution list indicating what channels you can post and drive traffic to your website.

Step 5. Measure and make changes if needed

And last but not least, to have a successful video content marketing strategy, you need to continually measure the effectiveness, failures and costs to see whether you are going through the right way or not.

There are several tools which can help you to gather number of your videos’ performance. The metrics you should track for includes:

  • Attention span and drop-off rates
  • Click through rates
  • The total amount of your video content leads consume
  • Video placement

If the results are not good enough, try to find the solution and make changes as soon as possible.


Video strategy can challenge and cost you a lot of money. However, it is ideal for expressing brand’s message in a very simple format and specially, it outperforms other types of content in terms of reach and performance. So don’t hesitate and start to plan for a video marketing strategy today. You may not success at the first time, but it won’t be long until you can hit a home run.