This document provides guidance on developing an effective video content strategy. It emphasizes the importance of planning, researching target audiences, and determining goals and key messaging. Specific tips include focusing on one main channel and format, and producing content on a consistent schedule in batches around an overarching theme. Popular types of videos that get shared are behind-the-scenes, funny, educational, and emotional videos. An effective strategy fits within the customer buying cycle and helps drive awareness, consideration, purchase and loyalty. Authenticity, connection and not being afraid to be silly are also recommended.

1. PLANNING FOR SUCCESS WITH
VIDEO CONTENT STRATEGY
(a 20-ish minute rundown)

2. GetSet for Growth is a 22-months non-profit project, fully funded by the
J.P. Morgan Chase Foundation.
Our mission is to help 500 young businesses until October 2019 , to
persevere and grow into sustainable ventures.
We do this by providing no-nonsense, plain English, highly practical
support to help you find the right solution for your funding needs, create a
winning marketing strategy and strong financial structures.

3. PLANNING IS VITAL
REAL, HARD WORK
FUN

4. THE TREADMILL IS NO FUN

5. Pareto Law to Barbell Strategy

6. Pareto Law to Barbell Strategy
1 big thing
https://medium.com/startup-grind/barbells-vs-treadmills-a-fresh-take-on-
content-strategy-aef8bbd19578

7. WHO ARE YOU TALKING TO?
WHAT IS YOUR GOAL?
WHAT IS YOUR MAIN CHANNEL?
WHAT IS YOUT MAIN FORMAT?
WHAT DO YOU WANT TO BE KNOWN / WATCHED /
FOLLOWED FOR?
Getting the 80% results

8. WHO ARE YOU TALKING TO?
WHAT IS YOUR GOAL?
WHAT IS YOUR MAIN CHANNEL?
WHAT IS YOUT MAIN FORMAT?
WHAT DO YOU WANT TO BE KNOWN / WATCHED /
FOLLOWED FOR?
Getting the 80% results

9. The information is out
there and it’s quite a
lot of fun to dig in.

10. • Social media videos generate 1200% more shares compared with
images and text combined
• Video is consumers’ #1 favourite type of content to see from
brands on social media. 96% of them also finds them helpful for the
buying decision.
• Video also increases order value on e-commerce pages by 50%
• 82% of Twitter users watch video content on Twitter
• Youtube is the second largest search engine: 51% of users watches
it to learn how to do things and searches for “how to” videos grow
70% year on year
• 81% of US parents look for kids’ content on YouTube
• 70% of the views are from mobile and the volume of mobile video
consumption increases by 100% every year

11. https://animoto.com/blog/business/state-of-social-video-marketing-infographic/

12. https://99firms.com/blog/how-businesses-use-instagram-stories/

13. Consumers are most likely to:
– “Like” Behind-the-Scenes Videos,
– “Like and Share” Funny videos
– “Share” Educational Videos
– “Like and Share” emotional videos.

14. https://animoto.com/blog/business/2018-social-video-consumer-trends/

15. aw
areness
consideration
purchase
loyalty
Fitting into the buying cycle

16. Fitting into the Flywheel
https://blog.hubspot.com/marketing/our-
flywheel?__hstc=42189690.c0ea0aeb1ca825196e0f46fcc2e43d05.15626659
26051.1562665926051.1562665926051.1&__hssc=42189690.1.1562665926
051&__hsfp=431699753

17. MEANDERING PATH

18. https://www.thinkwithgoogle.com/consumer-insights/consumer-car-
buying-process-reveals-auto-marketing-opportunities/

19. But we play it by the rules of the game

20. To save our sanity…

21. • ENTERTAIN
• EDUCATE
• BUILD
COMMUNITIES

22. Consistency is key
Authenticity
Connection
Story arch
Don’t be afraid to be silly!
Will It Blend?
UNHhh
Hydraulic Press Channel
The Play-Doh Show
What do you want to be known / followed
/ sought out for?

23. Research, research, research
Decide the overarching theme
Work in batches
Schedule time to produce
– one big thing quarterly or twice a year
– what does that look like slicing up for distribution?
– timing
– channel mix
PM the hell out of it

24. Planning may feel like non-work, but to the contrary, it is
the foundation for success:
– Saves time on the long run
– Fosters consistency that viewers are drawn to
– Builds good habits
PM the hell out of it

25. QUESTIONS PLEASE