Planning Your Video Marketing Strategy

Over the last 8 weeks, we have covered the basics of video marketing, with the video marketing funnel, why story matters & the best practices for different online platforms.

This week we are going to be looking at how you can put all of this information together, and build out a project brief, that you can use as a guide for your videos.

What Is A Project Brief?

A project brief is a collection of information that you need to carry out a project.

With a video marketing project, there are three main areas you need to cover:

  • The Company

  • The Videos

  • Deliverables & Format

We have a template that you can download.

The Company

This sections is about the who, what and why.

The first question you need to answer is who you are. What do you stand for as a company.

The second questions is what. What are you trying to sell?

The third questions is why. Why do you do what you do?

The Films

This is where you start getting into the core details for your project.

Firstly, what is the budget for producing your videos?

Second, what is your budget for marketing these videos?

Next, what are the goals for your videos? Do you want to increase conversions? Do you want to drive more traffic to your website?

How will you measure the videos success? What will you do to track if your videos are achieving your goals?

This could be adding some google analytics code to your webpage, tracking how many people have visited it from your video campaigns.

Fifth, who is you target audience? Look back at your customer personas, and match the target audience to your goals.

Finally, what style or tone will the videos be shot in. Make it work for your target audience.

Deliverables & Format

The final section is deliverables and format.

There are four questions you need to answer.

  1. What length will your videos be?

  2. Where will you upload them?

  3. What will your CTA Be?

  4. When Does Your Campaign Need To Go Live?



Finally, you can add any additional notes or comments you want to make about your videos.

Make sure to come back to the project scope throughout the course of your project, double checking that everything is going to plan.