Need a Video Content Strategy? Start With Questions Customers Ask Again and Again.
In order to post new video content like clock work, on a regular basis, you need a video content strategy.
What’s that, you may ask? It’s a plan, or organized approach, for coming up with new video ideas. A way to map out what you’re going to post way before you need to post it.
So how do you write this strategy? What’s the best approach to mapping out content?
Start With Customer Questions
One of the questions I hear a lot from clients is ‘What should I talk about in my video?’ The answer, of course, is ‘Whatever your customers want to know about.’
The whole point of content, after all, is to engage an audience. And there’s no easier way to do that than to answer the questions your customers are already asking.
If you find yourself answering the same questions day in and day out, your customers are telling you what they want to know. Which is a great insight into which video topics will get the most clicks.
Here’s a great example. Last year, I shot a social media campaign for Atlanta Decking and Fence Company.
The entire campaign was based on answers to customer questions.
The owner of the company, Dave Tibbetts, answered questions, like “Why Do You Use Screws Instead of Nails?” and “How Do You Build a Deck on Hilly Land?”
He had answered all of these questions many times before, so there was no need for writing scripts or a lot of pre-planning.
Dave was able to wing it, covering most of the topics in just one or two takes.
No surprise there. Dave knows his stuff. This was also an extremely cost effective way to create content, which I previously wrote about here.
How To Write a Video Content Strategy
Once you have a list of customer questions, the next step is to organize those ideas into a video content strategy.
This involves dividing the ideas into groups, called “Topic Clusters,” and creating related web pages that link to each other.
It’s a proven technique for increasing SEO performance.
According to Coschedule, Topic Clusters are built around a broad topic, known as pillar content, that links to multiple related pages.
Using Atlanta Decking as an example, the pillar content might be a post about building decks, but then related posts could focus on deck design, types of exotic wood, the building process, and more.
This technique should result in better search engine rankings and SEO performance.
Thanks again to Atlanta Decking and Fence Company for the awesome social media project, as well as to their marketing partner, Sandy Barth at High Profile Group.
Sandy showed me how useful customer questions could be in creating a video content strategy. Using questions from actual Atlanta Decking customers, she came up with way more ideas than we needed.
Maybe that same approach could work for you.
ABOUT THE AUTHOR
Harry Hayes is the owner and executive producer at Content Puppy Productions. Before starting his business, he spent 20+ years as an advertising writer and creative director.