Clarify Your Goals and Reverse Engineer Your Next Content Marketing Campaign

Video Marketing

by | Jun 13, 2016 | Video Marketing

It’s easy to get sidetracked when you create a new marketing campaign.
There are so many ways to go about creating one and so many contradictory opinions going around about the best way to do so.

Sometimes, it’s so overwhelming that you don’t even know where to start.

This is a common hurdle and some companies never get started or, if they do, they don’t manage to execute their whole strategy.

When that happens, they get left behind because while they are struggling their competitors are grabbing their target market’s attention.

This is not a situation you want to find yourself in, and, luckily, there are some things you can do to surmount that initial hurdle.

Clarify Your Outcomes

Never under-estimate the importance of planning and strategising.

Before you get started on your campaign, you should get a very clear idea of the outcomes you want to achieve through it.

Once you’ve done that and you have a vision you can act on, it’s time to reverse-engineer your campaign.

Create Your Avatars (Ideal Customer)

The first thing we do when we create a campaign, whether for ourselves or a client, is develop avatars.

An avatar is a made-up person that represents your ideal client or customer.

We create an avatar that is as detailed as possible: we give it a name, specify its gender, age, marital status, number of children, geographical location, and even a set of hobbies.

We also describe its goals and values, the challenges it faces, and the pain points it has.

Importantly, we also work out the avatar’s personal and business objectives and whether or not it is a decision-maker.

Take, for example, one of our favourite target markets: marketing managers who want to excel in their careers.

We know that they are the type of professionals who are likely to frequent LinkedIn in order to discover new content and ideas that they can use to improve their business savvy and impress their company executives.

So, we work with an avatar that reflects this.

Obviously, our actual avatar will be much more detailed than this, since it will include all of the features we mentioned earlier. But for the purpose of this blog post, we will avoid going into those details so that we can keep things simple.

Be Platform Specific

Once we have fleshed out our avatar, we create content that is suitable for the particular platform they frequent–in this case, LinkedIn.

Our content will be LinkedIn-specific and we will aim to have it featured on LinkedIn.

We could do this by publishing a blog post on our website and connecting it to LinkedIn so that marketing managers are likely to see it.

The best thing we can do, however, is to embed our content directly to LinkedIn. Native content like this is more likely to be viewed by marketing managers–remember, our avatar is a LinkedIn dweller and will prefer not to leave the site if they don’t have to.

Below you will see an example of a LinkedIn specific post where the content is native to LinkedIn. Click here to see the article on LinkedIn.


Conceptualise Engaging and Valuable Content

Now that we know where our avatar hangs out and gets their information, we start to conceptualise what will give them the most value and how they will get it.

Here are a few quick ideas you can use at this stage:

  • Create narrative content that uses storytelling to engage your avatars.
  • Produce educational content that gives them return-on-investment (ROI) value on the attention they invested.
  • Make content that motivates them or makes them laugh. It is always a good idea to have them associate those good feelings with your company.

What Types of Content Can You Create?

Content these days comes in many forms, and I suggest that you utilise all of them.

Your avatars are likely quite busy. They don’t always have time to read an article. But they can listen to a podcast, or watch a YouTube video. You need to harness these resources so that you can improve your odds of getting your avatar’s attention.

The best thing about using these multiple platforms is that you can get a big impact while minimising your costs and effort. That’s because you can take the blog post you wrote and repurpose it an audiobook or a video. You can also use it to create stories with Snapchat, small Facebook posts, or a short video clip embedded straight into LinkedIn.

Your guiding principle here should be to make your engaging content that is as easy as possible for your avatars to access and consume.

If your content is not engaging enough to grab your avatar’s attention, then you have wasted your time creating it. So you need to always add value to your content, something that they can immediately see will help them overcome conflicts or get closer to achieving their goals.

Working on avatars is just one part of the bigger picture. Let’s go to the others.

Stages in Content Marketing

Working on avatars is just one part of planning your marketing campaign. It’s also important to reverse-engineer your content.

When we work with clients, we make it a point to educate them, and they always implement what they learn in the way they deliver their content.

What we advise them to do is break up the process by visualising three parts of a funnel: top, middle, and bottom.

Since we’re on the subject of reverse-engineering our content, I’ll start from the bottom.

Bottom of the Funnel – Content to Justify a Conversation

The goal with any content at the bottom of the funnel is to try to convert the avatar. This conversion might just be a small step closer to the avatar becoming your client. It can be as simple as an e-mail subscription that lets the potential client signal that they have some problems and that you might have the solution that is right for them.

The bottom of the funnel content we create includes case study videos, customer experience films, and video testimonials. You can also create PDFs that can be downloaded for more information, along with price lists and guide to the processes they need to follow in order to use your services.

As you will see if you look at our website, our bottom of the funnel content is our projects and case studies. These educate our clients and gives them a better idea of the specific project we were a part of. We tell a story of that particular project through our Bizvideo story formula, which involves desire, conflict, journey, solution, and results.

Middle of the Funnel – Education to Build Trust

We generally feature middle of the funnel content on our website, including videos, blog posts, and other media.

We use this content to educate our clients a little more and to bring greater awareness of our products and the outcomes they can expect when they work with us. This content brings them value by helping them articulate their own ideas and develop new ones.

Top of the Funnel – Awareness

Our goal with top of the funnel content is to bring awareness of our business to our clients. We consider this a service, since it brings that awareness to people who might need and benefit from our products and services.


At this level, we create social media content and link it to our blog posts (the middle of our content funnel). Top of the funnel content also includes our Facebook ads and general SEO, which happens organically when we create content.

Where Do You Start?

If you’re ready and you have set some clear outcomes–one of which could be driving more leads and sales to your business–then I suggest you move to very clearly defining your avatar.

Click here to download the avatar sheet and use it to reverse engineer your whole campaign.

This will save you a lot of time, improve your execution, and achieve the outcomes that you have set for your business.

Want to execute a successful video marketing campaign? We've created a PDF document for companies that know video works but are not sure how the process works. Click here to download!

About the Author


Corné Lategan

Corné Lategan is the Co-Founder and a Executive Producer at Bizvideo. In his down time he enjoys hanging out with his wife & doggie, family, playing squash & golf and traveling the world. He's been in the industry since 2007 & obtained a Bachelor of Film & Television at Bond University.

View all posts by Corné


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