Expand your content strategy with video marketing!

Today, video is synonymous with content strategy and marketing. The skyrocketing popularity of video explains why.

With so much competition in this space, it’s time to improve your content strategy to make it stand out.

The top quality video content is surprisingly not the type with the most demanding videos. The quality of a video is determined by how relevant the video content is and how much engagement it generates. Good videos can connect seamlessly with the target audience.

Read on to understand how you can improve your video content and digital marketing strategy with little effort.

Use video content anywhere

If you create video content solely for your marketing goals, reconsider your content strategy.

If possible, integrate video into all your marketing materials. If you email regularly, add a video. If you guest post on influencer blogs, add videos there.

To get the most out of this strategy, you need to create both long-form and short-form videos. Short-form videos are great for embedding in other marketing materials. They work best on social media, while long-form videos are best used on YouTube and Facebook.

Check the narration of your videos

A common mistake many marketing companies make is trying to hard-sell their video content.

Hard selling in videos only works if the video content has to be less than 10 seconds long. With such short content, there is no time to add much. For everything else, consider articulating your brand’s story.

If you’re not already doing it, build a strong narrative around your product. Make it relatable and the plot interesting. Most of the success of your video content depends on this aspect. Connect the problem or opportunity your customer has to how your product solves it.

Check the length of your videos

Different content platforms are optimized for different types of content. For example, YouTube is the best platform for hosting long-form videos. People have also started using YouTube as an OTT platform or as an alternative to watching TV.

On the other hand, platforms like Instagram Reels and TikTok are designed for short video content.

Most marketers have their video content on all major platforms. However, without optimizing for the recommended length of video for each platform, the video content will be ineffective.

Check video performance on different devices

People nowadays use different devices to watch videos. They can watch the video on their PCs which have big screens. They can also project and watch the video on their TV, increasing the screen size many times over.

On the other hand, they can also use a tablet or a smartphone to watch videos. These have very small screens in comparison and require specific video optimization.

Watching videos on multiple devices is here to stay. You’re better off checking how your content looks on all the devices you think your audience is using and making changes where necessary.

Check the editing quality

Many videos shot with top-notch video equipment don’t end up getting as much engagement as expected. In some cases, the problem lies in poor editing. Poorly edited videos can negate the good of tedious video creation for marketing.

There is no shortage of online materials that teach beginners how to edit a video. Also, editing tools have become easily accessible and many people edit their own videos.

While this isn’t wrong, always get the opinion of an experienced editor to ensure you maintain high quality. This confirms that the quality of the video is kept high, both from the frames to the edits.

Check video placements and SEO

The biggest videos fizzle out due to poor video placement. Constantly follow video trends on different social media platforms and change the placement of your videos. Making videos viral has now become both an art and a science. Master.

Check your SEO strategies. With the ever-changing marketing environment, it is crucial to adapt SEO strategies to your needs. The target group and their preferences are constantly changing. Keeping this in mind will keep your videos fresh and relevant.

Check the data, always

Almost all video hosting platforms provide comprehensive tracking information.

Invest in a data analyst who can help you uncover patterns that you can use to fine-tune your marketing strategy. To create a compelling video, you need to keep your eyes on the numbers.

Check intent

Effective marketing videos have a clear purpose. Let’s look at some of the intents and how you can improve your marketing campaign:

product reviews

Product review videos are created to build trust in the product being sold. Make sure the intent is clear in the video.

Choose the right people who can get the message across clearly to create review videos. When it comes to review videos, it’s important to keep the content honest and relatable.

instructional videos

If the marketing video explains the need for the product, make the educational part easy to understand. A good example of this is that when selling insurance, you must first define what insurance is and why it is important. Without getting that message across clearly, it becomes difficult to sell insurance.

How-to videos are another form of instructional video. These videos must be easy to understand and have a wow effect. Even if you’re selling a basic vegetable peeler that people use every day, the instructional video needs to make the product look unique.

Influencer Videos

Influencer videos are a great idea as long as the focus stays on the product and not just the influencer.

Check if your influencer video is getting the influencer to overshadow your product. If this is the case, you should recreate the video to make your product a hero.

Influencers are getting expensive these days so make sure you get your money’s worth.

Sales Videos

Some of the video content in your marketing strategy will focus on direct sales. Don’t be afraid to add calls-to-action phrases. If the video is intended to drive sales, make the intent clear.

Adding discounts and offering something special can boost sales, so use these tactics liberally.

For sales videos, you need to carefully track conversion numbers and fine-tune your strategy. Sometimes you may need to target your video to a different audience and other times you may need to change the video.


Video content strategy has the power to make or break your marketing plans. It plays a disproportionate role in customer purchase intent and ultimately the sales made. This means that a large chunk of your marketing budget goes into creating and promoting your video content.

However, doing this alone is not enough. It’s important that you and your marketing agency constantly review your videos and video strategy. It ensures you increase the effectiveness of your content strategy and deliver results.

Content strategy article and permission to publish here provided by Rajarshi Modak. Originally written for Supply Chain Game Changer and published on May 18th, 2022.

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