How to Create a Video-Centric Content Marketing Plan

Have you been tired yet of hearing ‘2020 is the year of videos’? Even with the new social norms in place, a Video Marketing plan can help you through the troubled times. To create an effective Video-Centric Content Marketing Plan, though, you need to first have an idea and a plan in place so that the content is consistent.

Get the Central Theme in Place

If you have been using written content then it will already be there. The theme needs to strongly align with your vision and mission statements. For example, a video production company can’t talk about rabbits in their video content, for instance. They could, however, talk about how to create rabbit videos for various different channels.

Prepare the List of Primary and Secondary Channels

Much of the video preparation is dependent on the medium. It comes in the form of length, style, presentation, and video quality. A YouTube video is supposed to be high-end, for example, in every manner. An Instagram video can be RAW. A YouTube video is horizontal, and high-resolution. While a front-cam video can be used on Instagram.

Primary channels would be those that resonate with your business and your audience. A Video Production Agency will be focused on creating high-end videos with YouTube and Facebook as their main channels. An animal shelter would like to engage with audience on channels like Instagram and Facebook.

Secondary channels are those with possible audience. A Video Company would have to be present on all platforms. So they shoot or render videos as per their primary channel/s, and then adapt those videos for different medium. For example, breaking a 3 minute video into 30 seconds each and using them on Instagram Feed and Stories.

Content is Still the King

Content remains the best part. You will need to up your game in terms of engagement. Most of the channels provide metrics of user engagement. Drop rate is one of those. If 80% of the viewers drop out within first 10% of the video, chances are that your content isn’t right. Working on the content is as important as making it reach out to people.

Channelize the Content

Suppose you have created a video on ‘The Whole Day Care of Rabbit’, which includes everything about their day, including the feeding, bathing, exercise, playing, etc. Now you need to keep one master video as a full video, and then break it down into parts and arrange the videos into playlists on YouTube. The same parts can go to Instagram or Facebook etc. You might need shorter videos for Instagram.

Next step is to make teasers of 10 seconds each to promote the video on Instagram and Facebook Stories - and also WhatsApp Stories and forwards. Attach link to full videos in all of them. This is the primary way of sharing the content.

The next step comes when you convert the content in the form of blog, while also embedding the video. Then, you can make the same video as a tutorial form of blog. You can turn it into a webinar content, a podcast, etc. This single video would be the base of your Video Marketing.

Now expand by working on 1-3 themes, each having videos specific to the theme. The themes shouldn’t be far off from each other, and should be representative of the business or company only.