In our previous post in this series, we covered the value of video, and included a brief overview of the tasks we will discuss in detail. Now, it's time to discuss Research and Development.

Research and Development

Before you embark on video creation strategy, you need to know what content to create. What will speak to your audience? Who is your audience? What video content are they already consuming? What related searches already deliver video options in the SERP’s? Let’s consider carefully evaluating the video content you should create, and how to craft a fast-moving, high-impact video strategy.

Video Titles and Content

Overview

Strategy

Why It Works

How To Do It

Effect

Strategy Details

Step one is to determine what videos are necessary, and in order to know that, we need to identify video titles and content gaps. Here are three suggested methods for crafting Video Titles that will be of most benefit to your company, answer common questions, and be featured in search results faster:

Method 1: Answering frequently asked questions is often a great place to start. Ask your team, especially those that are client facing as part of their regular job description, for a list of questions they regularly receive from current and potential clients.

A second method of identifying appropriate video titles, is to identify keywords that deliver videos in the Search Engine Results Pages (SERP’s):

Method 2: Try searching competitor videos: “[insert competitor brand name or terms] video”, or: “site:www.competitorurl.com video” and identify pages that contain videos. In most cases the terms your competition are targeting will be right within the URL or page title. Alternatively, you can identify the terms search engines think they are targeting by placing the URL into the keyword planning tool in Adwords, or using some other paid tool such as Ranks.nl to identify the target keywords on these pages.

Gather a list of video titles and searches and evaluate which would be worth targeting for videos.

Method 3: If you are using Moz.org to track or evaluate keywords, then you will be able to identify keywords you are already targeting that contain videos in the SERP’s. These keywords are identified with a camera icon beside the keyword. Optimize video titles and content for these searches.

Tips For Shooting Cost Effective Video

One of the most common objections to shooting video content is the perceived cost associated. But forward thinking marketing departments realize this is a good thing, because:

  1. It prevents your competition from entering and competing in the same space. And;
  2. The public’s perception of video is often the same, lending credence and value to your brand, and positioning you as an authority because: “you must be successful to afford video”.

Creating Cost Effective Videos

With today’s technology, and cost of equipment, a fully functioning video studio is not as expensive as you may think. Here are a few of the things you’ll need:

In addition, you’ll need a rather hefty computer (for rendering) and video editing software. We recommend an Adobe Creative Cloud subscription that includes Adobe Premiere Pro.

A Few Things To Keep In Mind When Shooting Video.

If shooting an interview style video:

If shooting a product video:

In our next post in this series, we'll look at YouTube in depth. The benefits, limitations, channel options and how they differ.

© Muller Consulting 2021