Building an Online Video Strategy for Wacom

1. Competitive + Consumer Research. Before identifying our strategy, we did a competitive analysis to understand where the product fit into the market. We did an in-depth customer profile illustrating target demos, age, media consumption, etc. We used these insights to inform our channel mix, content and creative strategy.

2. Content Strategy.

   • Conducted an SEO audit to define keyword opportunities and forecast organic traffic / search viability.

   • We identified 10-15 primary keywords to focus on. Utilizing the dominant “How To” search query, we constructed 8 themes built around keywords + How To.

3. Video Production. So there I was, all by myself in the basement photo studio with a Canon 5D Mark III, overhead tabletop rigging, lighting equipment and a Bamboo Spark Notebook. Lights, Camera, Action!

   • I shot, produced, directed and edited eight unique “How To” videos highlighting the functionality and usability of the new Wacom product.

   • Simple video concepts that effectively told the product story, while providing informative answers to high-volume queries people searched for the most.

4. Post & Promote. Videos were packaged up with SEO-targeted titles and descriptions to maximize organic reach, and uploaded to YouTube.