Video strategy examples

Alex has worked to manage both low budget and medium budget video strategies. She has experience scripting videos and can present and do voiceover (if you twist her arm). She knows how to blend search and social video creation to optimise results for audiences and clients.

Pureprofile video strategy

Pureprofile’s video creation strategy was focussed on explaining the insights and answers to questions that the community was helping create. It was shared in the Pureprofile feed to users who had participated in the original questions, as well as on social media (mostly Facebook).

We created very short and interesting video with internal staff only, and it was focussed on ‘data storytelling’ to bring the myriad of insights generated by the site to life. This was a key content strategy focus.

https://www.youtube.com/watch?v=YkH1A20gw7E

Pureprofile generated monthly engagement promotions to reward the users for engaging. We also created video to explain promotions.

Alex also scripted affordable videos for app promotions.

Kidspot video strategy

Alex launched Kidspot’s onsite video channel in 2013 using the Brightcove platform, and also launched the Kidspot YouTube channel with search-led video creation to boost the food and things to do sections of Kidspot. As Kidspot grew, the video production budget increased and leaned more heavily towards marketing and advertising promotions.

Alex participated in several campaigns with other media organisations, such as the 3pm Pick Up series, which you can see below. Alex also represented the Kidspot brand on television interviews and news programs and cross-media promotions like the 3pm Pick up video series below.

Kidspot also produced an elearning video series about blogging, which Alex presented ( you will have to watch a Ford ad first … that was how we made money!).

Most of Kidspot’s video production under my editorship was low budget (under $500 per produced video) and search-led, and I directed the content areas to maximise our audience growth into genres we earned premium advertising and sponsorship in. These included special occasions like Christmas and Easter and Food, but was supported by SEO-led how-to content around content areas like Back to School, kids crafts and dress ups.

Labor Herald video strategy

Labor Herald’s entire existence depended on fundraising for the site development, so I committed to a creating a crowdfunding campaign, with the main video created by Ed Coney of Tail Light Films. Labor Herald used video to generate engagement and build community.

In the run-up to the launch, we also used “retro” video from parliament and election campaigns to celebrate the Labor movement and ask for email sign ups and social follows.

The Labor Herald regularly produced insider content from members of parliament, stakeholders like aid agencies and staffers and party members to inspire debate and engagement around the Labor movement. We co-ordinated live video coverage of the 2015 National Conference, which was when the Labor Herald site launched to the public.

We live-blogged and videoed key segments so interested members could engage as the conference happened.

We also encouraged video contributions from politicians, who would also use their social assets to distribute the content.

Category
Content strategy