Various studies suggest social, video and content creation are top priorities for many industry leaders today.

Sixty-five percent of all Internet video traffic will cross content delivery networks in 2017, according to Cisco’s Visual Networking Index. And globally, video traffic will make up 69 percent of all consumer Internet traffic, up from 57 percent in 2012. For over half of the respondents surveyed by Axonn media, video content plays a commanding role in their digital media objectives.

Similarly, eMarketer found in 2013 that over half of people aged 25-54 share video online and that marketers who use video in email cite increases in clickthrough rates, time spent reading the email, sharing, conversion rates and dollars generated as the top benefits.

Even so, many companies lack a clear strategy. And small businesses that aren’t leveraging video are missing a key marketing opportunity. “If a picture paints 1,000 words then one minute of video is worth 1.8 million, so say Forrester’s researchers. Little wonder then that Axonn Research found seven in 10 people view brands in a more positive light after watching interesting video content from them.

So how can you optimize your video content? The Content Marketing Institute recently shared a simple five-step process:

  1. Design videos with a goal in mind. This means determining:
    • The emotions you want to evoke and why (fear, excitement, and greed are a few that work especially well).
    • The target buyer personas to which the video will appeal.
    • The actions you want your leads to take based on the content they consume.
  2. Build calls to action — and a way for leads to follow up.
  3. Set up a lead-capture method
  4. Add key information for SEO such as keywords and descriptions, transcripts and multi-platform promotion.
  5. Analyze your performance, and plan future content.

See the original post here for more information on best practices for each step.