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Video Marketing Guide: How to plan your next video
Video Production

Video Marketing Guide: How to plan your next video

You know video can show and tell your story in ways that can move your audience and drive them to act. But, how do you know what kind of video you need? 

Answering a few questions can help you narrow down your options and understand what will work best for your business and your budget. 

What is the purpose of your video?

Ultimately your video exists to capture and keep your audience’s attention. But if you dig a little deeper into the “why” behind your video, you’ll wind up with a more focused piece that can help you reach your goals. Here are a few examples:

    • Generate awareness of new products, company, service, or idea
    • Aid sales by demonstrating value, sharing a case study, providing instruction
    • Build a brand by sharing customer stories or company story
    • Educate your audience by telling a story
    • Help with recruiting by telling employee stories
    • Support a live event

That’s just a sampling of the reasons why you’d need a video. You might need your video to do just one of those things, a combination of them, or something else completely. As long as you clearly identify your video’s purpose you’ll be starting from a great place. 

Who is your audience?

Figure out who your audience is and what they most want in their video content. Maybe your video is meant as entertainment for an internal audience at a conference. That’s a very different video than a how-to video for your customers. 

How will your video be distributed?

Believe it or not, this key component gets overlooked a lot. Without planning for how and where you’ll share your video with your audience, you’re potentially limiting the number of people who will see your video that you may have just invested a decent chunk of budget in.

At CID, we always recommend our clients think carefully about how they will use their video beyond their corporate website and YouTube channels. We employ the COPE method, which stands for Create Once Publish Everywhere (that it makes sense to.) That could be:

    • Social media
    • Broadcast TV
    • Played in an arena
    • Shown at a trade show booth
    • A paid web ad
    • ...and more!

How will your message be delivered?

Taking a moment to think about your vision before you meet with your production partner is smart. Maybe you have your heart set on animation, or you really want live footage with plenty of B-roll. Even if your vision changes a bit as you get deeper into the process, having an initial basic idea can help shape budgets, resources, and timelines from the get-go.

What kinds of videos do you like to watch?

Think about a video that caught your attention when you were scrolling through your social media feeds. Or, one from your competitor that you wish your company did instead. Think about yourself as a video consumer and what you like and dislike, and keep it in mind when you are working on your own video. 

Run through these questions before your next video project to gain clarity and focus. You might be surprised at how much of a difference it makes, even on the simplest videos. 


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