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Whether you're new to using video to support your marketing program or you've been doing it for years, you won't find the success you seek unless you set a strategy to guide your activity.

You don't need an incredibly detailed plan, but you'll want to make sure you know how you'll align video content with the goals of your company.


  • You won't know whether you're being successful.
  • You won't know how to adjust your tactics as you go.
  • You won't be able to justify the use of resources to company leaders.

A good plan is the difference between knowing that your content is delivering ROI and throwing things at the wall and seeing what sticks.

1. Determine what your video content should accomplish

Often the mark of good content marketing is that it isn't directly related to your product, so it's important that your business understands why you're creating video stories. Start with a straightforward mission statement to sum up the most important pieces:

  • What type of content you'll make. Will they be educational videos? Entertainment? Practical? A mix? Your brand's reputation, image, and audience will determine your approach here.
  • Who your audience is. Outline your target audience with as much detail as possible.
  • What your audience should take away from your videos. What value do your videos add? What do they help your audience do?

2. Outline the types of videos and topics you'll create

It's important to outline the scope of your work when you're starting to implement videos across your business. Start by looking at which functions of the business will use video and whether the assets will be used internally or externally, or both.

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image of Michael Litt

Michael Litt is the CEO and a co-founder of Vidyard, a video marketing platform that helps marketers manage and measure the impact of their video content. Reach him via michael@vidyard.com.

Twitter @MichaelLitt

LinkedIn: Michael Litt