If you’ve downloaded part one of the video editorial calendar, you should by now have a firm grasp on the topics, themes and events you want to cover over the next 12 months.
At this point it’s imperative to couple each video idea with a realistic business goal or objective that can be measured. These need to be goals to support your business – otherwise, why are you really doing all this work!?
Some specific objectives using video might include:
Developing your online presence and increasing your social media followers
Creating a lead magnet to increase newsletter subscribers
Adding a welcome video to your homepage to increase time spent on your website (We’ve personally seen a 1400% increase in the average session duration on our website since the inclusion of our ‘About Pickford Media’ video)
Adding value to a lead page to increase conversions
Adding video to your newsletter to increase open rates and click through rates
Creating a video series to establish your credibility and expert status in your field
Including sales videos to your marketing campaigns to increase brand awareness and sell more products
Think about your audience at each step of this process. You’ll more than likely have customer types, each interested in different types of content and different platforms they favour. You need to go where your customer is: don’t expect them to come to you.
You’re bound to have a lot of ideas for videos to develop new business, generate leads and find new customers, and this will be a big step regardless of whether your business is well established or just starting out. Don’t get too caught up in this though – you need to thinking about aligning content with every step of the buyer’s journey: awareness, interest, evaluation, retention and loyalty.
You can download your business goals and objectives worksheet in part two of the video content calendar here.
While filling in your business goals and objectives, start thinking about what needs to be done to get the ball rolling: will you need to talk to clients to feature in videos? Is there a perfect setting that comes to mind? Is there a particular person within your business you think would be a great talking head to host all of your videos? Etc.
Next up you want to start plugging your videos into a monthly video editorial calendar. This will be your go-to, so make sure you include who is doing what, due dates and progress updates.
A regular series of videos, such as a video tips series, is a good way to fill the off peak times and maintain consistency to build a stronger following of your content. It’s a good idea to use a second calendar to set up a publishing schedule, or use colour coding within the one calendar to make sure all the parts are clear.
Collecting all this information and ideas in one place makes it easier to plan – that’s the whole idea!
Part three, a massive resource with an exhaustive list of every single to-do you’ll need to prepare, shoot and promote a video, will be available next week.
Need more help? Want to really get stuck in and leave nothing up to change? Ready to accelerate your video marketing?
Download our SUPERSTAR Video Content Calendar. This bumper edition includes all three parts of our video content calendar, PLUS a step-by-step video tutorial to guide you through each process, worksheets to keep you on track with planning, AND the actual templates we use for talent and location release forms, our budgeting spreadsheet, filming breakdown sheet, call sheet and location scouting sheet.
- video tutorials explaining how to get the most from your video content calendar and make your calendar work for you.
- video tutorials demonstrating different types of videos and how and when to use them
- worksheets to help you plan and schedule to get the most of the calendar and make your life as stress free as possible
- our very own templates for contacting talent, release forms, budgeting spreadsheet, filming breakdown sheet, call sheet and location scouting sheet
- BONUS: video studio checklist to turn your home or office into your very own low-cost studio
- PLUS direct contact with a dedicated Production Manager for ANY of your questions with a 24 hour get-back-to-you guarantee for 30 days.