This is one of the truest lines I read last year from a blog by Damon Ragusa
“Content is not king. It is not a strategy. Content is a means to an end, a tactic. A very, very important tactic. But a business’s objective is not to create content but rather create enterprise value.”
These are wise words in an increasingly fragmented marketing landscape and that’s why video content needs to be underpinned by well thought out planning.
Why? Because video is perhaps the most complex content to commission, but possibly the most effective tool for demonstrating aspiration and product in one small, bite size, engaging hit across multiple channels.
Knowing what outcomes are expected video content eg. increased sales, raised brand awareness, increased traffic to the website etc. is the first phase of planning a video campaign, with the next phase being to devise measurement tools to assess the delivery outcomes.
From there it’s a case of working with video producers to come up with the concepts that will create multiple films for a realistic budget, and deciding on where and when the video will be distributed in the networks.
But nailing strategy is time consuming and hard work so adding new media like video into the mix can muddy the water.
Many prefer to leave video out of it, and, if forced, commission on an ad hoc basis. Not great practice because it leads to a misalignment with overall marketing objectives. In this scenario video appears to fail in delivering campaign outcomes because it was never properly integrated in the first place.
Good strategy in video commissioning leads to real cost benefits as producers are able to work creatively with the client company, prepare material for known distribution channels and plan post production to make the most of a single source of footage.
When it works, planned video campaigns can sweep across the online channels, including catch-up TV advertising, extending reach and garnering new potential customers in way that beats other content into a cocked hat.
And as m-commerce gains traction, more and more consumers will be searching for video to give them information about products and services.