The Importance of Creating a Video Marketing Strategy
You’re posting videos. Cool, who isn’t these days? The real question is, are they working? If not, let’s fix that! And don’t wory, this isn’t a “make more content” pep talk.. it’s a conversation on why having a video marketing strategy matters. Plus a few tips you can use when building your strategy. So if you’d rather skip the guesswork, keep reading.
Why a video marketing strategy matters
A strategy turns views into outcomes. It connects what you publish to what you actually want: qualified traffic, sales, stronger retention, etc. Without it, you’re just feeding algorithms and hoping for the best.
It also keeps your message consistent. One plan = one voice, one promise, one next step. No competing CTAs, no five different tones in one week.
PLUS, a strategy saves time and money. You shoot once and repurpose with intent. You stop reshooting because “we forgot b-roll,” and you stop paying to promote a video with no clear job.
Finally, it’s easier to tell what’s working. One job per video = one metric to watch. If it flops, you know you have to tweak the opener, the CTA, or where you post it.
5 Tips to get more from your videos
1. Give Every Video One Job
Your video marketing strategy should eventually hit every funnel stage, but each video gets one job. If it tries to do everything, it does nothing. So, choose the stage that matters now and build for that. From there, match the video type to the job:
Attract New Customers: A challenge or opportunity is defined, and the viewer recognizes they have a problem. Videos here should attract attention and introduce your brand to a new audience. Ex: founder story, problem/solution teaser, social-first hook
Engage Your Audience: The viewer is exploring ways to solve the problem. They’re researching, comparing options, reading reviews, and looking for cost-effective solutions. Use videos that educate and explain how you can help. Ex: how-to, product walkthrough, “X vs Y” comparison, FAQ clips
Nurture Your Prospects: The viewer is close to choosing. Provide real proof: customer results, testimonials, and clear reasons to pick you so you remain top of mind and drive action. Ex: testimonial, mini case study, UGC review, offer
You can also create videos for people who’ve already purchased from you, and internal videos to rally your team or recruit new talent. As your plan matures, you’ll use all of them, but remember: each video gets one job.
2. Get to know your audience
Once you’ve picked the job for your video, get crystal clear on who you’re talking to. Speak their language, solve their problem, and show proof they’ll trust. If you don’t know them, the best edit in the world won’t save the video.
Know these things about them:
Pain & priority: Find out what’s bugging them.
Their words: Steal the exact phrases they use, ditch internal jargon.
Find their desired outcome: What a “win” looks like to them.
Objections: Figure out what stops them and what proof removes that.
If your script sounds like them and solves that, you’re on the right track.
3. Repurpose your content
Stop trying to make five different videos from scratch. Make one core video that does its job, then slice it into formats built for each platform. This saves money, keeps your message consistent, and gives you more shots on goal without more shoot days. Same story, different cuts, all pointing to the same next step.
Here’s how you take one video and repurpose it for different channels:
Full version for YouTube and landing page.
3–5 Shorts/Reels pulling the most attention-grabbing moments.
1–2 ad cutdowns with different openings to test.
2–3 micro-clips/GIFs for email and blogs.
Same story, right format, one CTA across all cuts.
4. Write It Before You Film
Put the plan in writing before anyone hits record. A single-page game plan keeps everyone aligned, speeds approvals, and makes editing decisions obvious. Basically, if it doesn’t serve the plan, it’s out.
How you can structure your plan:
Audience: ________
Single Goal (Attract / Engage / Nurture): ________
Key Message (one sentence): ________
Proof (metric, result, or quick demo): ________
CTA (5 words or less): ________
5. Let AI Be Your Assistant
AI isn’t here to replace your strategy (let’s be clear on that). Think of it like a fast assistant that helps you move from blank page to solid draft. Use it to pull common pains from reviews and comments, brainstorm 5 hook options, turn an outline into a rough talk track, generate captions/subtitles, or spot where viewers drop off in your analytics. That’s time back for the parts only you can do, your brand’s judgment, voice, and point of view.
A few guardrails so it feels safe:
Keep humans in the loop. AI gives you options, but YOU make the call.
Fact-check and brand-check before anything goes live.
Protect your data. Don’t paste sensitive/customer info into public tools.
Be transparent where it matters. If AI touched copy heavily, have a human polish it so it still sounds like you.
Bottom line: let AI speed up the grunt work so your team can focus on the creative and the message.
Now, Let’s Wrap Things Up!
A video marketing strategy shouldn’t be considered busywork; it’s how you turn views into results. Give every video one job so the goal is clear. Get to know your audience so your hook, message, and proof sound like them (not you). Repurpose on purpose by building one strong core video and slicing it for every channel that matters. Write it before you film with a tight one-page plan so the team stays aligned and the edit stays focused. And let AI help (quietly) with drafts, captions, and cutdown ideas, while you keep the voice, facts, and final calls.
If you want the strategy, production, and distribution handled end-to-end (and tied to revenue), bring in a media marketing team that lives this every day. That’s 2ten Marketing.
We’ve spent years generating, creating, and planning exceptional video content across healthcare, orthopedics, medical aesthetics, B2B services, automotive, and more. Our in-house production team in San Antonio goes beyond “pretty footage.” We craft stories that inform, convert, and keep your brand cohesive. We build strategic videos for every stage of your funnel so your media actually moves the business.