How to Create a Video Marketing Calendar
We all know that video is one of the best digital mediums to engage any audience — it’s entertaining, practical, and can maintain viewer interest longer than other forms of content. You really can’t go wrong if you implement the right video marketing strategy.
However, customers today are spoiled for choice. They often spend quite a lot of time researching before making a purchase, especially a first-time purchase. This means that brands that take the time to produce high quality and relevant content are the most likely to be rewarded over time.
The best way to produce high quality and relevant content, especially video content, is to be consistent and organized. That requires a content calendar.
This post will go over how to create a video marketing calendar to meet your video marketing goals.
What is a Content Calendar?
A content or editorial calendar is essentially a resource that teams use to plan all their content activity. It allows them to visualize how their content is distributed over the next few months, or year. It is typically in a calendar-based form as opposed to a list of content to be published.
Why You Should Create a Video Marketing Calendar
In terms of video marketing, a content calendar can help you in a few ways:
- Planning ahead: You can quickly see which videos need to be created ahead of time, and have plenty of time to create videos months out.
- Get a birds-eye view of your video content: create a clear visual of how your video content is distributed throughout the year.
- Collaboration: Everyone in your company will know what is being published, when and where. That ensures that there is no duplication of content and streamlines the video creation process.
- Identify key content milestones: You can plan your content around specific events and important dates.
The main advantage of a video marketing calendar is that it provides consistency, which is critical to content marketing success. You can’t rely on new ideas and sparks of creativity in producing video content. Everyone on your team needs to be on the same page regarding what content is being created and where and when it will be published. It has to be done on a regular basis and this is where video marketing calendars come into play.
Pick a Calendar Tool
Pick a calendar tool to use to plan out your video marketing content. A content calendar can be as simple as a big sheet of paper with months and dates marked out. The simpler the tool, the better.
If you work with a team, then an online calendar would be best. We would recommend starting off with Google Calendar (it’s free and easy to use).
Big Picture First
The easiest way to create a video marketing calendar is to look at your entire calendar — the year as a whole — and mark down any big occasions or events you want to create content for. In doing so, you can accurately estimate how much time you need to prepare in advance.
You may already have an idea of the peak times to market products in your industry. If you are unsure, conduct research into your competitors and identify seasons in which they boost their marketing efforts. This will give you an idea of the most successful time for returns on investment.
For example, some food companies market more heavily during winter or summer depending on which times of the year customers would be drawn to that food product. An ice cream company would focus heavily on advertising during warmer months, taking advantage of the change in temperature to tempt their customers.
So identify peak seasons for your industry and plan your video content accordingly.
Next, you need to highlight your vacation times, days off, etc. to give you a realistic view of your planning and execution timeframes.
Allocate a Calendar Manager
If you have a particularly busy schedule, it may be best to allocate someone to oversee your content calendar. This would mean that you would have one point of contact to add, amend, and follow up on timelines for upcoming events.
Make sure that the person that you choose has the characteristics to do this successfully, which means being organized, diligent, and great at using any technology that your calendar works with.
How often do you want to create video content?
The next step is to figure out how often you want to create video content. It could be daily, weekly, monthly, etc. Mark down the frequency on your calendar.
What Type of Videos Do You Want to Create?
Next is to figure out the types of videos you want to create. If you’re just starting out, you could start off with “how to” videos, client testimonials, behind the scenes, etc.
In deciding which types of videos to create, you need to think about how much time and coordination would be required to perfectly produce the video. For example, who will be in it? How much time will you need to shoot it? (Note: you can create professional videos in Lumen5 in 10 minutes or less!)
Refer to the more detailed video content strategy image below!
Develop Your Video Content
Believe it or not, you already have enough sales material that can be converted into great video content. Just take a look at all the information you have collated about your brand and then think creatively about how you can showcase or develop it.
This process will enable you to clearly see what you have already created, and give you some ideas on where to go from there.
We recommend you use Google Sheets (it’s free!) during this process. The great thing about it is that you can use multiple tabs on the spreadsheet to jot plans for production of content. Plus, it can be easily edited and accessed by your team. Once you start publishing content, you can continue to keep them under your tabs for easy reference, and even add URL links.
Finally, Stay Within Your Budget
Before you start setting out your marketing goals, know your budget. Setting your budget will give a you realistic view when mapping out your content calendar.
Your budget will actually determine how often you create and publish videos, unless you’re using Lumen5. Your budget will also help you easily determine what times of the year are worth investing in more heavily.
All in all, it’s simply smart to align your plans and resources.
Remember that content is always changing and so is technology. A video marketing calendar is designed to be flexible to meet your needs. However, you need to ensure that you’re always keeping an eye on performance and update the status of your video content deliverable.
I’m doing so, you will become more organized so you can maintain a consistent video marketing schedule that drives results.
For now, say goodbye to disorganization!