For us, successful content marketing begins with the right strategy. Yet so often it's overlooked.
One survey found that only 37% of B2B marketers have a documented content strategy. Yet those who do are six times more likely to consider themselves effective.
So, why is having a strategy is so essential?
First, it clarifies your goals - exactly what it is you want to achieve, and how you’re going to do it.
You need to work out who it is you’re trying to reach and whether, for example, they’re more likely to watch your videos on a desktop computer or a mobile device.
That, in turn, will help you decide on the length and style of your content.
And once your videos are ready, you need a plan for targeting them at the right people.
But there’s one more key advantage of having a strategy, and that’s to maximise cost-effectiveness.
For example, two or three shorter videos often provide better value than one long one.
And by interviewing contributors with future videos in mind - not just your next one - you can save a great deal of time and money.