How to approach a video content strategy for the construction industry
15 April 2021
• Pinpoint Media
Cut through the noise and ensure your video content is driving results and a positive ROI
The construction businesses that are excelling with video are those with a well thought out video content strategy. Whether you are already creating video or are simply thinking about it, your job is to drive the most powerful return possible and ensure that your video content is working well.
We follow a 10-step framework for content strategy, and we guarantee it will have a powerful effect on the return you are driving from your videos.
In this blog we’re going to look at the first 5 steps of this framework and how this might apply to the construction industry.
1 – What are you looking to achieve?
The first thing you need to do is define your ultimate business objective for creating your content. Are you looking to sell more houses? Update your internal team on health and safety regulations? Or perhaps you need to show the personal side of your business.
Whatever your objective, it will underpin everything else you work through in the strategy, so it’s important you are honest with what you want to achieve.
2 – Who are your audience?
Next you need to decide who you are targeting. Are you looking to reach first-time buyers, retirees or families? Perhaps you want your content to target your internal team. Whoever you want to communicate with you need to know who they are, so that you can research where to find them and make content that will appeal to them.
It’s also important to think about the section in the Buyers Journey your content is created for; are you targeting first-time buyers in the awareness stage who might need to be educated about the house buying process? Perhaps you are targeting families in the decision stage and simply need content to help them to decide that a new build will be perfect for their lifestyle.
3 – Where should your content be shared?
Now you know what you want to say and who you are saying it to, you need to use what you know about your audience to decide what distribution channels you can use in order to really engage with them.
For example, if you are creating content aimed at retirees then you might not want to create a TikTok video! Understanding who your target audience is and where they spend their time means you can optimise your content specifically for them.
4 – How much time and money can you afford to spend?
Now you have agreed a lot of what will underpin your strategy, you now need to think about how much time and money you are prepared to invest in your content. Do you have the capacity and ability to create your content in-house or do you need to work with a video production agency?
Whether you are producing video in-house or not, it’s important to be honest on what you can invest into it, to ensure you are not spending more than you want to.
5 – Get creative!
By now you should have absolute clarity in why you are creating your content, what you are looking to achieve, who you are looking to target and how you are going to reach them. So, now you can finally think about what your video, or videos, might actually look like.
As you know who you are targeting and what type of content your audience resonates with, you should already have a few ideas when it comes to the creative. Equally as you know where you are going to be sharing your content, you should also know how to optimise it in order to get the most from that platform. For example, if you are targeting families who might want to buy a new build you might be looking to use Instagram and then you need to ensure your videos are square.
This is just the beginning of creating your content strategy, it’s also important to make sure you think about reporting, how to optimise your content and reviewing your reports regularly so you can ensure your content is always giving you the results you deserve.
Need more help? Why not watch our full deep dive video below to walk through all 10 steps, so you can get started with your content strategy.
Need more? Learn how to track and report the ROI of your video content by downloading our free 8-step blueprint now!