If you are looking to stay top-of-mind with your audience in order to increase your influence with its members, here are some keys for getting yourself out of the way and, in doing so, leaving a memorable impression.
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Step 1: Identify the audience for your video content
The first step in any video content marketing campaign is to clearly identify your audience. A company or organization generally has many touch points with different stakeholders, which makes it important to figure out which segment of your audience you most want to engage with your campaign. This enables you to focus your efforts and to communicate with increased clarity.
In Cisco’s case, its audience includes tech players, investors, entrepreneurs, engineers, and others. For My Networked Life, Cisco decided that it specifically wanted to focus on chief information officers (CIOs).
Step 2: Figure out what your audience cares about
Once you’ve identified your audience, the next step is to decide what type of content your audience will find inspiring, informative, or enjoyable. This requires that you probe into what your audience really cares about. What keeps them up at night or inspires them to get out of bed each morning?
In Cisco’s case, the company decided that what keeps CIOs up at night is this question: “How can I anticipate the needs of the future workforce?” The implications of this are significant; if CIOs can get it right, they will give their company a competitive advantage when it comes to recruiting the best people and building the best teams. Cisco identified this aspiration, then set out to create content that illuminated it in exciting ways.
Step 3: Create video content that aligns with your audience’s cares
Next up, create content that appeals to your audience’s aspirations. The key here is to get in the mode of producing something that will be a gift to your audience. Think of your favorite magazine. Do the articles leave you wondering what the magazine is trying to sell you? Not likely. They probably leave you feeling like you have just received a gift — of education, inspiration, insight, or entertainment.
