Unsure where to start with your video content marketing strategy? 

A well-built video content marketing strategy helps you reach the right audience, tell your story effectively, and support your wider business goals.

In this guide, we’ll walk through the key stages, video types, and practical steps needed to create a strategy that actually works.

• Video marketing works best when aligned with your audience and goals: Understand who you’re targeting, choose the right platforms, and tailor your messaging to drive engagement and conversions.
• Use the right video types for your objectives: From explainers and demos to social clips and testimonials, match your content format to where users are in the customer journey.
• Plan, produce, and measure your videos with purpose: Build a repeatable workflow, optimise content for each platform, and use performance data to improve results over time.

• What is Video Content Marketing?
• Why is Video Marketing Important?
• Stages for Your Video Marketing Strategy
• The Types of Video Marketing You Can Use for Your Strategy
• How to Put Your Video Strategy Into Action
• Need a Hand With Your Video Strategy?
• Video Content Marketing Strategy: FAQs

Video content marketing is the use of video to promote your brand, product, or service across digital channels. 

This form of content is effective at educating, engaging, and influencing your audience, regardless of stage in the buyer journey. From short social clips to in-depth explainers, video helps brands build trust, boost visibility, and drive action more effectively than text or images alone.

Videos can be used across multiple channels. This means you can leverage your strategy to boost social media engagement, improve SEO, and increase CTR on paid ads.

Looking for a helping hand with your video marketing strategy? Have a look at our video production services.

Video marketing is one of the most effective ways to connect with your audience. It combines storytelling, visuals, and sound to capture attention and deliver information quickly. With the growing demand for video across all major platforms, it plays a key role in driving brand awareness, engagement, and conversions.

Key benefits of video marketing:

• Stronger engagement: Video content keeps users on your site longer and increases interaction rates.
• Higher conversions: Landing pages with video can significantly improve conversion rates.
• Improved SEO: Google favours rich media like video, helping you rank higher in search results.
• Better retention: Viewers remember information better when it’s presented in video format.
• Increased reach: Video performs well on social media, expanding your brand’s visibility.

Whether you’re working in-house or agency side, the main areas to consider for your strategy remain the same. The following factors should be incorporated to build brand awareness and successfully execute your strategy:

Define how you Can Appeal to Your Audience

Start by understanding your audience’s challenges, interests, and behaviour. What are they searching for? What content do they engage with? Being mindful of this will help you shape messaging, tone, and format. Make sure the video speaks directly to your viewer and feels relevant from the first few seconds.

Choose Which Channels You Are Targeting

Different channels require different approaches. Consider where your audience spends time. This could be LinkedIn, Instagram, YouTube, or your website. Then, optimise your content accordingly. This affects video length, aspect ratio, tone, and even the call to action you use at the end.

Develop Your Video Strategy

Outline your goals, key messages, creative approach, budget, and timeline. This will help you to align the content with your broader marketing objectives. Whether you’re generating leads, boosting brand awareness, or supporting a campaign, make sure the strategy has clear KPIs to measure success. 

Write Your Script

Your script should be concise and clear, and aligned with your brand voice. You need to focus on delivering your message in the first 5–10 seconds and structure it with a logical flow. Include a strong CTA, and keep the language accessible, even for the more technical topics.

Shoot, Edit, and Publish

Now comes the production stage. Production involves filming, editing, and optimising the video for its intended use. This includes subtitles, graphics, and formatting for different platforms. Once the video is finalised, publish it where it will have the most impact, and track performance so you can polish future content!

There are certain types of videos more suited to different marketing goals. Start thinking about video types, and which ones are going to make the most use of your budget.

Animated Videos:

Animated videos are perfect for simplifying complex ideas or showcasing services. Grab attention, explain processes clearly, and maintain a consistent brand style.

Explainer Videos:

By using short, informative videos, you can easily break down how a product or service works. Great for top-of-funnel engagement and giving your viewers a quick understanding of your service.

Social Media Videos:

Short, punchy content designed to grab attention quickly. Social media videos are ideal for brand awareness and product teasers.

Product Demos:

Using your product in real-world scenarios is effective for building trust and supporting purchase decisions. Product videos highlight key features, benefits, and ease of use.

Testimonials:

Build credibility and social proof for your business. Testimonials are especially useful at the consideration stage, and help to show authentic experiences and positive outcomes.

Livestreams:

Real-time video is ideal for launches, Q&As, and behind-the-scenes content. Transparency can go a long way when marketing your services. Perfect for creating a human connection.

Event Videos:

Capture key moments from conferences, workshops, or brand launches. Event videos can also be repurposed easily, giving you an opportunity for evergreen brand content, relevant to many different channels.

Interviews:

Utilising experts and industry leaders is generally a great way to position your brand as knowledgeable and authoritative. Interview content provides insight into relevant topics or trends, and can be used on many different channels.

Starting a strategy can feel overwhelming, especially if it’s not something you’re used to. However, once you’ve mapped out your objectives and chosen video formats (as discussed earlier), you can get the ball rolling fairly easily.

Here’s how to take your strategy from plan to production and get the most out of ROI:

Build a content calendar: Outline when and where each video will be published, based on campaign timelines and seasonal relevance.

Assign roles and responsibilities: Whether using internal resources or an agency, confirm who’s handling scripting, filming, editing, and sign-off.

Create a repeatable workflow: Standardise your production process. By making a flow for briefing, scripting, filming, editing, and feedback, you will save time and ensure consistency.

Optimise for each channel: Edit and format videos with the right specs, lengths, and captions for each platform (e.g. YouTube, LinkedIn, Instagram).

Measure results and adapt: Track performance using KPIs like views, engagement, conversions, and drop-off rates. Use this data to make actionable and data-backed changes to future content.

Here’s a checklist of tips to make sure you are getting the most out of your video strategy:

• Start with audience needs, not just your message
• Keep videos short and purposeful
• Always include a clear call to action
• Optimise videos for mobile and silent playback
• Repurpose content across platforms and formats
• Use branding consistently, but don’t overdo it
• Prioritise accessibility (captions, transcripts)
• Review analytics regularly and act on insights

If you’re thinking you need a helping hand with your strategy or want to take your video content further, we can help.

From strategy and scripting to production and distribution, we work with brands to create campaigns that actually deliver. Want to see for yourself? Check out some of the Nomad’s work.

Explore our video services or get in touch today.

How can I make my video marketing stand out?

To stand out, focus on your audience’s needs. Prioritise storytelling, production quality, and a clear message that answers customer pain points. Make sure you use strong visuals, branded design, and subtitles. Test different formats, keep content platform-appropriate, and include a clear call to action.

What is the most popular video marketing?

Short-form social videos, like those on TikTok, Instagram Reels, and YouTube Shorts, are currently the most popular! These videos are engaging, mobile-first, and quick to consume. They’re ideal for brand awareness, product promotion, and driving traffic when paired with smart captions and trending audio.

Why is video content so popular?

Video content is easy to consume, visually engaging, and often more memorable than text. It can quickly explain products or ideas, build trust, and increase user engagement. With high mobile and social media use, video has become the go-to format for learning, entertainment, and decision-making.