Good video content starts with a good video content strategy
With thousands of advertisers in Dubai and Abu Dhabi competing for consumer attention, brands need a good video content strategy now more than ever!
Even the most compelling concepts need intelligent delivery to highlight the relevance and trigger interest or otherwise, sink without trace
Al Fouad by Sooma Project Overview – Engel & Völkers Dubai Video was viewed over 240,000 times over different social media platforms, introducing the new development by Sooma
How do we form a good video content strategy?
Research, research, and research some more. Through a proven process we glean insights from your key people and analyze a section of your customers to uncover current perceptions, challenges and needs. This tells us how your offer fits in – the problem you’re solving for your viewer and the value you’re bringing them – and above all, helps us figure out what truly sets you apart from your competitors.
Our findings will be used in a content plan designed to connect with the target audience and guide them to the next stage in their journey with you.
We work in three stages:
1- The Concept
First up, it’s about finding the sweet spot where your viewers’ passions and your brand proposition meet. What do they want that you can give them? What unique content can you offer to earn their loyalty? Experience has taught us there are three main ways to make your audience care about your content: either inspire them with stories they can relate to; educate them with useful information; or entertain them with content that’s surprising, humorous or just plain brilliant.
Second, decide how to generate your content and then how to structure it. For generating content you’ve got three main options. You can create it yourself, you can hire a professional agency, or you can curate existing content.
For anything we produce from scratch, we use the hero, hygiene and hub model:
Hero content are made to drive mass awareness and traffic to your website or physical place of business. It works by entertaining and inspiring viewers, usually using some form of storytelling.
Hub content is consistent, regularly uploaded videos that over time generate brand awareness and trust. This type of content should be engaging and aimed at the target audience of your brand.
Hygiene content is the hardworking content that’s there 365 days a year, pulling in new viewers by offering them relevant content around the terms they’re searching for. It typically includes product tutorials and how-to videos – content that answers a specific question.
Finally, We think about how to distribute and market your content so it’s seen by as many of your target audience as possible. Again, this can be divided into three parts:
Store: It’s a good idea to have a bit of a content library – a central place to keep it stored and organised, where it’s always accessible to your audience.
Deliver: An editorial calendar will help you make sure you’re offering varied content all year round.
Market: There’s a lot of content out there. And to make sure you audience can find yours, you need a solid marketing strategy. With smart distribution strategy we stream your content through the right channels such as top influencers, blogs and social media; targeted advertising; and YouTube optimization.