Why video should lead your content marketing strategy

17th August 2015

Video is fast becoming the most desirable format in content marketing. The leading social networks have realised video’s power. Facebook is battling to beat YouTube with video, YouTube is fighting back with a new live streaming app partnership with Samsung, and Twitter is running video marketing ads and snapped up Periscope, the live streaming video app.

Everyone is taking notice of the power of video, but in case the boardroom still needs convincing, here are our reasons to use video now with tips on how to create the right content.

Your audience craves video content

Online video viewing is on the up, and here are the stats to prove it.

– It would take an individual over 5 million years to watch the amount of video that will cross global IP networks each month in 2019.

– Globally, consumer internet video traffic will be 80 percent of all consumer Internet traffic in 2019 (up from 64 percent in 2014). (Cisco)

– Last year on Facebook the amount of video posted by individuals and brands increased 3.6 times year over year.

We have proof that people want to watch video content, and brands which do not listen to them will fall behind. It’s not surprising that video is so popular; in our busy lives watching a video brings the message straight to us – vital in the mobile age. Mobile video views has jumped 100% year on year in Q1 2015, and up 367% since 2013 (Ooyala, 2015). Video offers a great way to connect with viewers on their phones, who may not have time to read lots of information but will watch a short film.

Deliver your sales and marketing objectives

Video content can add value and trustworthiness to your brand. Again, don’t take our word for it. 7 out of 10 people view brands in a more positive light after watching high quality video content from them. (Axxon Research).  65% of executives have visited a company website after watching a video (Forbes) and consumers are 64% more likely to buy a product on an online retail site after watching a video (ComScore).

Targeted video content is much more effective at delivering brand messages than text-based content. Moving images are much more powerful at talking to your audience and encouraging them to stop and listen, rather than having to make that extra effort to decipher written content. Video is versatile whether you want to inform, educate or entertain; it can take your audience to another world in an animation or 3D film, simplify complex products or services or bring your leads closer to your brand via live streaming.

Video and SEO

By adding a series of videos to YouTube, you’re already accessing the second largest search engine. Remember to create a catchy but keyword rich title, add a description and keywords and an eye-catching thumbnail. Google will index your video if you transcribe it, and make sure you include a video sitemap.

Think about what your audience are searching for. Can you provide a video to solve a problem for them, e.g. a white board session. Why not crowdsource issues or problems on social media and then run a video series to answer them? Video can also help improve dwell time on your site which gives Google signals that it’s quality content.

Get the most out of your video

Video can be cut and repurposed for different audiences at the various stages of the buying cycle. You can also combine high production video content with more “raw” content, such as video diaries or behind the scenes Instagram videos. Maximise the reach of a high production brand video by editing it into chunks and sharing with your audience via social media.

Video adds punch to the marketing mix

Video can help to boost your engagement across your marketing channels. Take email marketing; just using the word “video” in your subject line can boost opens by 19%, CTR by 65% and reduce unsubscribes by 26%. With stats like these, it’s really worth adding video to your next email.

Video is a winner on social media too. On Facebook, videos are shared 12 times more than links and text posts combined. On YouTube, 100 million users are taking a social action on videos every week. (Simply Measured). All this social sharing will help your SEO strategy too.

How to create videos people watch and share

content marketing guide

In 2014 the use of video content for B2B marketing rose by 8% to 58%. With this increased competition it is increasingly important to create a consistent video marketing strategy and content which can be heard above the noise. That’s where our new content marketing guide comes in.

Get your copy today >

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