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Video Marketing

How Do You Know Your Video Marketing Strategy Is Working?


In the fast-paced and hugely competitive business arena of the 2010s, a content marketing strategy is more than just a novelty, it’s a necessity. But in an age where more and more users are engaging with digital content through their smartphones, users are becoming increasingly averse to long-form content. Like it or not, few users are likely to take the time to scroll through a blog post on the train ride to work. They want their content in a quick, accessible and information-rich medium. That’s why more and more businesses are turning to vlogging.

There’s no denying that Vlogging is an innovative, cost-effective and downright fun way of engaging with potential leads. It’s great for virality, too, since 92& of mobile users regularly share video content they consume. However, as with any content marketing solution, it’s not enough to just be creating content, it’s how you utilise that content that will lead to the ultimate success of failure. As such, it’s important for businesses to adhere to these abiding principles if they’re to expect a worthy return on their investment.

Have a strategy

You may have some great ideas for video content, but how long will they see you through for? A few weeks, a month? Three months? For a video marketing strategy to be effective, it needs to carefully strategised for maximum effect, with clear and decisive actions at inception phase and then three months, six months and twelve months down the line. Many marketing savvy entrepreneurs feel that they can bear this burden themselves, but they often underestimate the breadth of the task at hand and dedicate precious time and resources that better utilised elsewhere. That’s why it’s usually prudent to outsource your content marketing to a third party provider. 

As important as a strategy is, it’s equally important to be adaptive, which brings us too… 

Stay agile

Agile development is a software development strategy, designed to avoid the inherent problems caused by the normal ‘cascade’ or ‘waterfall’ model where testing occurs after the design phase. Agile testing involves development in short ‘sprints’ where testing is an integral part of the development process, and changes are made incrementally as the program developed. You can find more information on agile development here:

How does this relate to your content marketing strategy? Well, you’ll need to be agile in your approach, making strategic changes in light of consumer data as and when it becomes apparent which leads us to…

Know your metrics

It’s vital that you understand your metrics and the implications that they have on your content strategy. A lot more involved than simply measuring views. After all, a view simply means that someone has alighted on your content and is no indication of how strongly your content has resonated with its audience. Worthy metrics for measuring the success of your content include:

Play rate- How many people have actually clicked on your video and started watching it.

Engagement- How much of the video they have watched.

Social shares- How many people have shared the video on social media.

Click through rate- How many people have clicked through on your video’s call to action. 

Only by keeping a close eye on these metrics can you make the effective changes to your content marketing strategy that will contribute towards your ongoing growth and success.

Image Source : Flickr

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