Video is the future of content marketing

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February 20, 2015 by Bill Johnson


VideoMarketing.jpgNot only did video kill the radio star, it’s gunning for online marketing, too. Already a key entertainment and information medium, a Cisco study predicts video will account for 69 percent of all consumer Internet traffic by 2017. Video is the future of content marketing, and the future is here. This means it’s no longer a nicety but a necessity for businesses to include it in their marketing strategies. Still don’t believe me? Here are five more reasons why your business needs videos:

Effective information tool

For anyone not currently residing under a rock with spotty reception, constantly ingesting content is almost unavoidable. Which means you have to nail the delivery if you want your message to stick. And video makes that easier. According to the Online Publishers Association, 80 percent of Internet users remember watching a video ad in the past 30 days. A feat in-and-of itself, it gets better, with 46 percent of viewers taking some action after viewing the ad. And of that 46 percent:

•26 percent looked for more information about the subject of the video

•22 percent visited the website named in the video

•12 percent purchased the specific product featured in the ad

Considering the deluge of online content, these are some enviable stats.

Ideal for decision makers

Folks in charge don’t have time to wade through text. They want to know what is important so they can make their decision and move on to the next. According to Forbes, 75 percent of executives will watch work-related videos at least once a week. And 65 percent visit the marketer’s website after viewing the video. Additionally, the 2014 B2B Demand Generation Benchmark Survey revealed that not only are videos the most-used type of content, they also produce the highest volume of leads.

Quickly establishes culture

Your company’s website likely displays personality and culture, but it probably takes reading through a few articles and a handful of blog posts before the reader gets a good sense of what you’re all about. Most people don’t have the time or patience. But with video, it’s immediately laid out. The script you use, the way it’s shot, the aesthetic you promote — it all reflects your company’s personality and culture in a matter of seconds. And if folks like what they’re seeing (and hearing), they’re that much more likely to invest elsewhere in your website.

Made for mobile

Worldwide, more users access the Internet via their smart phone than any other kind of device, and that gap is likely to grow. So, clearly, the content you produce should be made for mobile. Today’s consumer is an impatient bunch. With video, all you have to do is hit play. You can consume on the move, pause if you need to, rewind if you want. Exactly the freedom you want on your mobile device.

Powerful and peerless reach

Content marketing’s primary purpose is getting a message in front of a potential audience. And, by a long shot, video is the quickest way to get your message in front of as many eyes as possible. Video content gets shared like no other, with audiences larger than any other. YouTube alone receives more than 1 billion unique visitors every month. You won’t reach everyone, but with the right content, you’ll reach the right audience. The key is creating something that viewers will want to share. Engage viewers and they will engage others, fueling organic and meaningful brand interaction.

Read more: Video is the future of content marketing

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