Today’s Strategy is Tomorrow’s Victory

Tuesday, September 8th, 2015
Tim Goodell

When you market using video content, you have the opportunity to reach a wider audience, tell your story more fluently, and cultivate retention. These are the ultimate goals of the practice; or, in chess terms, the ‘checkmate’. But your opponents have the same goals in mind, and they are making similar movements across the board. So, how do you counter their efforts? The simple answer is this:

Make a Strategy, and Stick to It.

The game of chess is often used as a metaphor. On the one hand, one hates to beat a dead horse; but, on the other, there is a reason that the cliche stands strong after all these years. In the game of chess, the only way to achieve victory is to remain one move ahead of your opponent. Be it small or large, each action must be planned in advance to continue your movement toward the final objective. Ultimately, the player with the more extensive strategy becomes the victor.

Video Marketing is much the same.

In the last decade the usage of video elements in marketing campaigns has skyrocketed. And why not? reports that the mere use of the word ‘video’ in an email subject line increases the open rate of that email by 19%. Modern marketers are anxious to jump on the video bandwagon and turn this powerful medium into a conversion asset. However, there is more to a video marketing campaign than the video content itself. If you begin shooting video with no strategy in mind, you are essentially purchasing a car with no engine. It looks great in your driveway, but it isn’t going anywhere anytime soon.

Creating video content takes time and persistence. Your content will not convert unless some thought goes into how that content will be used. Ask yourself just a few of the key questions, and you quickly begin to realize why these elements matter:

  • What platform will my video be hosted on?
  • What time of day is my audience most likely to see my video?
  • What is the next step if my audience responds to the video?
  • How many videos make a series?
  • What’s the best way to shoot videos, one at a time or in bulk?
  • How much money should I invest in advertising with my video?

…and the list goes on. If you are struggling to answer any of these questions off the top of your head, it’s a good indication that not enough thought has gone into your strategy.

If you are a B to C marketer, or even a B to B marketer, then you are probably already familiar with which types of ads best hold the interest of your target audience. While it’s true that audiences across the board are proven to consume video content more readily than any other type of content, that’s not to say that your specific audience will respond the way that you want them to. Consumption and conversion are two very different things. If you want to facilitate consumption, all you need is a youtube channel and a single video. But if you want to make content that really reaches your audience, resonates with that audience, addresses their needs and, finally, converts….Make a Strategy.


If you need help forming a strategy that fits your company’s business model, we’re here to help! Call our office at 410.853.7892 or send us an email via, and get started on video marketing today!

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