No Video Exists In A Vacuum. It’s Really Important To Consider The Context Of Any Video You Create.
Internal Context - All about setting the scene and developing the character of your company or brand. Not only will this give your video more personality, but it will also ensure it fits in with the rest of your marketing and video content strategy.
Strategic Context - Very few videos are truly one-off endeavors. Most exist within a content ecosystem that is made up of many parts. If you could map out your customer acquisition funnel, for example, where would that specific video fit in? Is it driving awareness, engagement, or retention? Consider the other efforts you are making towards the same aim along with your video. If you are promoting other forms of high-value content, make sure each piece is aligned, on message, and features consistent branding.
It also might make sense and be more effective to offer different content types to different customer segments.
External Context - Refers to how your video content fits into the wider world of online content. This includes how they factor into your customer’s experience with your products or services. A major event takes place too often, and some light-hearted video suddenly seems inadvertently hilarious or offensive.
On a much smaller scale, your video also needs to be in the right place at the right time for your site visitors as they progress through your marketing funnel and convert from a prospect to a paying customer. Starting with their mindset and the questions they may have, the problem they need to solve, or the value they are seeking will guide your video planning process and help you create more relevant content. Placing that video content where it will be easily found or shared, with any relevant explainer text or calls-to-action, will help prompt more people to press play. Without Context, a piece of information is just a dot. It floats in your brain with a lot of other dots and doesn’t mean a thing. Knowledge is information-in-context… connecting the dots.
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