When planning your videos, you first need to decide whether the content that you have in mind, supports your business mission.   Only content that supports your mission should be a priority.If you don’t already have a mission statement for your brand, than now is the right time to create one.  This is my mission statement.  Every decision I make about my marketing and my video content creation revolves around fulfilling this mission.

“Prue Madden is dedicated to educating small business owners and online entrepreneurs about digital marketing through experience based advice and “how-to” information, using online online training, video and blog posts, and other forms of online content.”

So whenever I sit down to plan new video content, I always ensure the answer to at least one of the following questions is “yes”.

  • Will this help advance digital marketing skills?
  • Will it be useful to small business owners and entrepreneurs?
  • Will it help my email list grow, or nurture my email list recipients?

Plan your Mission Statement, if you haven’t already

If you haven’t created your mission statement already, pull out a pen and write one now.  Answer these questions, and refine your statement to a couple of concise sentences.

  • Who is your company?
  • What do you do and stand for? What drives you to do it?
  • Are you out for profit, or is lifestyle your motivation?
  • Who is your target market, what benefits do you offer?
  • What problem do you solve for your target market?
  • What type of workplace do you have for you and your employees (if any) – what environment do you strive to provide?

Now that you have clarified your mission statement, it will be easy to know if your video content supports these goals.

Understand Your Video Content Goals

The next step when planning your content is to define the goal of the video. If the topic, and content, that you have in mind for your  video answers one or more of the business mission questions, then it has passed the first, and most important test. Only after it has passed this can I move on to determining the exact outcome that you want for the video:

  • Raise awareness for your brand
  • To build trust in your brand
  • Build your email list
  • To educate your audience and differentiate your brand from your competitors
  • Nurture prospects along their buyer’s journey
  • Convert your audience from leads to prospects, to paying customers
  • Up-sell / cross-sell from products they have bought / are about to buy
  • Create brand evangelists

Content should be carefully planned to support your business goals.  If you are in the habit of creating content “just because”, then you run the risk of wasting valuable time creating videos that do not assist you in moving toward your final objectives.  Have you heard of the thousands, or possibly millions of YouTubers who have achieved internet fame but without the wealth to accompany it?  That’s happened becasue they don’t have clear objectives fr their videos that support a clearly defined business mission.  Don’t become another statistic!  Define your mission and ensure every single video is crafted to support this.