In late 2021 we worked with one of our clients to create video content to raise their brand and product awareness across multiple platforms. The client are a logistical planning and delivery management company who operate in the UK and internationally. They provide logistical solutions for a range of companies and clients. From hospitals to shopping centres, they ensure their clients’ schedules run like clockwork with their Delivery Management System.
As a long-term client, we know a lot about their processes and customers. With a content strategy analysis, we recognised that there was a gap for another form of content. This is where the idea for video content emerged. We recognised that it could be a key step to targeting new customers.
Why video content is so valuable
Video content in the marketing world is a key content refresher. It is well documented that lengthy unengaging content has the opposite of the desired effect: it leaves readers tired and uninterested. Utilising short form informational videos is a great tool in countering this. Having more avenues within your content strategy allows you to reach a much broader audience.
Video content also allows businesses to build their brand awareness and brand familiarity. Brands who only utilise text and image-based content are far less likely to be remembered and identified. This is especially the case considering that videos are considered high quality content by search engines, meaning it is far more likely to appear at the top of searches. Perfecting video content will push your site to the top of any search engines, while providing viewers with an easily digestible form of information.
It is vital to remember however that video content should only make up a portion of your content plan. You get the best performance out of your video content when it is contrasted by written and image-based content. They are different avenues for the same information, not separate aspects of your business. This mix of content allows your audience to choose the avenue that is best for them, therefore ensuring that your brand remains approachable and accessible.
Our process
The first step when strategizing and developing video content is identifying where it would be best utilised within your business. This was the exact same with our client. Working alongside the Directors we began by looking at what recent business developments would be best suited for a video content strategy.
We recognised that there was an opportunity to utilise video content within a wider brand awareness strategy, as well as for specific products and solutions our client supply.
Utilising a script and storyboard process we created a range of video content frameworks on several different topics: such as delivery schedule systems and the launch of new management software. We also created video assets to ensure we kept a consistent brand image across the various videos.
We then started a process of assessing how these videos would perform for various audiences and aims. It was at this point that we recognised that video content that was created for the client site would not perform as well on LinkedIn. This was further compounded by the fact that our client offer a large catalogue of bespoke products, meaning we had to accommodate for numerous variations. Tailoring content for a specific audience and platform is vital step in creating a memorable and informative brand image.
Once we had finished this process of audience analysis, we began creating the videos. Each topic and product had a handful of associated videos to ensure key points for the topic were communicated effectively across multiple platforms.
We made sure these videos fitted into the already existing content schedule and supported any content that already existed.
At the end of the process, we had a fresh wave of video content that was optimised for both internal meetings and notices, as well as for social media and our client’s site. It also had provided us and our client with a fresh perspective on content strategies and business platforms.
The Importance of Content Strategy
Businesses don’t always ascribe value to content and content strategies. This is almost always because their content has performed badly in the past, usually due to poor optimisation or customer assumptions.
If this is the case for your business or company, video content could be the perfect avenue to creating a new successful content strategy. You don’t always have to lean on worksheets and how-to infographics when creating content. Challenging your own processes and strategies is key in ensuring your business continues leading the way within content creation.
Internal assumptions are oftentimes difficult to overcome, that’s why here. We offer our services to forward-thinking businesses who are looking to challenge themselves. With our expert knowledge and fresh perspective, we can help you to transform your business.
If a fresh content plan is something you’re interested in, contact us here.
