How to create a video content plan (+ free template)
Updated: Mar 21
Video has become the most valuable form of content around. Marketers love it because it provides the highest ROI and customers love it because it's engaging and easy to consume.
So, what is a video content plan and why do you need it?
A video content plan is used to make your videos more effective over time. It clearly defines your topics, keywords, search opportunities, tags, CTAs, buyer personas and more. Creating a content strategy helps you to increase your views, influence your audience and schedule content in advance so you're never lost for ideas.
I'm sure you've heard "plan your work and work your plan", well that's exactly what you need to do with your video marketing strategy. Here's our 5-step process to creating a video content plan and a link to download your free video template.
Step 1: Choose your core topics.
The first step in creating your content plan is to plan at least 3 core topics to create videos around. A core topic is something you want your business to be known for. The idea being that you create content around your core topics to build what's known as a topic cluster; lots of blogs, videos, infographics related to your core topic. You then link all your related content together on a pillar page to help search engines understand your business' relevance to a search query and the authority you have on the topic in question.
For example, if you're a London-based interior designer and you want to start video marketing, you might choose the following three topics:
- Design ideas for apartment living
- Interior design for office space
- Hire an interior designer in London
We talk about topics more here, but essentially establishing topics related to your product/service allows search engines, like Google and YouTube, to rank your content.
YouTube is the second largest search engine (behind Google), so it's important that you use your videos to help you rank higher in search results. After all, if Website A and Website B have similar content and domain authority scores but Website A has a video which is linked to a relevant core topic and Website B doesn't; Website A will rank higher in results every time.
Step 2: Choose your sub-topics & tags.
Secondly, you need to plan your sub-topics. Sub-topics are related to your core topic and help search engines recognise and rank your content in search results.
This step helps you to create a steady stream of content so you don't ever sit there wondering what your next video will be about. The best way to start generating ideas is to think about your FAQs. What do your customers always ask you? What challenges do they most commonly have?
This is what your prospects are probably entering into search engines. If you want to know for sure, use tools like Ubersuggest or HubSpot's SEO tool to find the search volumes for your relevant key terms.
Let's create some sub-topics around one of the interior design topics.
[Topic] Design ideas for apartment living:
- [subtopic] 5 chic space-saving storage ideas for apartments
- [subtopic] How to make a small apartment look bigger
The idea at this stage is to come up with 4 subtopics under each of your core topics. That's 12 video ideas which will be strategically planned to help your business generate more awareness, more views, and more traffic over time.
Step 3: Choose your tags.
Again, a good place to start is with FAQs in your industry to find out exactly what people are searching for. Tools like Ubersuggest, Ahrefs and SemRush find keywords related to your topic. Try to find keywords which have high search volume, but with low competition. Bear in mind, the higher the search volume, the more difficult it will be to rank for. A good search volume when you're starting out is 300-600. You should then use these keywords throughout your video, when tagging the video, in your title, and in your description. Try not to be too repetitive though. Google and Youtube will also pick up on any related terms.
Step 4: Plan your call to action/lead magnet offer.
This is a simple but important step that's often overlooked when people start out with video. Be clear with the action you want your audience to take. Whether it's to subscribe or follow a link to your site, you need to cleverly weave it into your videos without being cheesy. Just be clear, confident and mindful of when you promote your CTA or lead magnet offer.
Step 5: Plan your other media.
Once you have the ideas written down, you need to think about the other media you might need so you can plan ahead and make sure your production process goes smoothly. Other media might include images, gifs, stock video, etc.
Taking it one step further: Assign your personas.
To make your video strategy as effective as possible, make sure you know exactly who each video is for. Plan your video content plan around your buyer personas. Read more about personas here. Assigning each video to a persona or multiple personas will further clarify the video's purpose and help you create better video content for your audience.
Dimartec helps businesses to create video content strategies and then execute them by creating stunning videos to drive traffic, supercharge engagement and convert prospects to customers.
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