How to Incorporate Video Content into Your Digital Marketing Strategy

How To Incorporate Video Content Into Your Digital Marketing Strategy
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Gone are the days when written content ruled digital marketing. Now, video content is king.

In 2020, 96% of people increased their online video consumption. More people are consuming videos, changing how they shop and interact with businesses. 

You’ll be wise to incorporate video content into your digital marketing strategy. Your target audience is more likely to engage with high-quality videos, leading to increased conversions.

Tips to Incorporate Video Content into Digital Marketing

So you’re ready to get started? Great! Here are five important tips to help you approach it the right way.

Revisit Your Target Audience  

Target audience research is integral to the success of your digital marketing. Researching how to create compelling videos is no different.

If you want your videos to inspire engagement and lead to conversions, you must create material that resonates with your target audience. 

Revisit your target audience research and pull insights about how they engage with rich content like videos.

For example, does your target audience enjoy videos? Where and how often?

What’s the sweet spot for length? What kind of videos are they watching regularly? Why do they watch videos? 

Once you understand how to create content that resonates with your target audience, this will help you create a strategy.  

Create a Video Content Strategy  

Of course, you want to consider how video content fits into your overarching digital marketing strategy.

However, be sure to create a separate strategy that details why you want to use video content, your goals, and how you will bring your vision to life. 

You’ll want to include the following in this secondary strategy: 

  • A search engine optimization (SEO) strategy
  • The strengths and weaknesses of your video content team
  • What kind of videos you will create
  • Details on your target audience
  • What platforms you’ll publish your videos on
  • Messages you want to convey
  • The software and tools you will need to create high-quality videos

Video content strategies take some time to prepare. But if you plan ahead and create tangible timelines, you and your whole team will be able to execute better digital marketing campaigns.

You’ll see a better return on investment (ROI) for your time spent creating stellar video content. 

Spend Time Creating and Editing Your Videos

Creating and editing your videos is the fun part. But, it can also be the most time-consuming, overwhelming, and frustrating part of the process. You must give yourself ample time to shoot and edit video content. 

Consider hiring a team and creating a video production workflow to regularly shoot, edit, and publish fantastic video content.

It’s easier to produce a steady stream of videos when you have a team to cover pre-production, production, post-production, publishing, and promotion.    

When you are ready to shoot videos, create a schedule for the day. Distribute the storyboard and scripts. Ensure everyone understands their respective roles in the video shoot.

Be sure to get your equipment, software, and tools set up. Most importantly, have fun and let your creative juices flow. 

Once you’re done shooting, it’s time to edit. Proper editing will ensure the final video meets the quality standard you’ve set with your other branded content.

The goal is for the video to be cohesive, polished, and authentic. It should pop visually, the audio should be crisp, and your message should be clear. 

Perhaps you’ve got a video editor, which is great. If you’re taking on the responsibility yourself but aren’t entirely confident in your skillset, take an introductory video editing class to ensure your video content looks professional.

The longer you work on videos, the more naturally these skills will come to you — and the better the videos will look. 

Put Together a Content Calendar

Your video content won’t be as influential as you want it to be in your digital marketing strategy if it’s inconsistent. A haphazard or random approach will fail to deliver the engagement you’ll need to drive conversions.

Ensure your video content is consistent by scheduling it on a content calendar.  

Your content calendar should extend no more than a couple of months out and include the following for each day:  

  • Titles of the videos you’re publishing
  • The topic and message of each video
  • What platforms you’re publishing your videos on
  • What time your videos will go live
  • The goal of each video
  • The metrics and KPIs you’re tracking for each
  • Who’s in charge of monitoring each video’s performance

Assign the calendar task to the person responsible for publishing the video. Make sure to have a clear role designated for reporting.

Then, you will be able to track the performance of all your video content and ensure you’re progressing toward your goals. 

Track the Performance

Video can provide one of the best ROIs in digital marketing. When you create and publish videos with clear messages that genuinely inspire viewers to take your desired action, you’re moving in the right direction. 

However, you’ll never know if your video marketing strategy is working if you don’t track its performance.

Monitor each video’s engagement and overall performance through analytics tools to ensure you get a decent ROI and progress toward your goals. 


Incorporating video content into your digital marketing strategy is no longer something to mull over. It’s a must.

The tips above can help make videos a prominent part of your marketing to deepen customer relationships and increase conversions.

Disclaimer: The views and opinions stated in this post are that of the author, and Return On Now may or may not agree with any or all of the commentary.

Image by Moondance from Pixabay

This guest post brought to you courtesy of Return On NowProfessional Austin SEO and PPC Services Company.

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Noah Rue

Noah Rue is a journalist and a digital nomad, fascinated with the intersection between global health, personal wellness, and modern technology. When he isn't searching out his next great opportunity, Noah likes to shut off his devices, head to the mountains and read novels based in the American Southwest.

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