12 Feb 2018
While content marketing has been a viable and effective marketing avenue for many years, the overall landscape has been gradually refined over time. Today’s content must effectively address the customers’ needs; however, it also must be delivered when and how they want to receive the message.
One of the best steps to keep up with this evolving landscape is to incorporate video marketing into your efforts. Video content should naturally be relevant to customers, but it should also be delivered in a flexible way that is ideal for those who are constantly on-the-go.
Video incorporates moving elements, sound and storytelling to bring a message to life, thus making it ideal for this new generation of consumers.
Here are the five specific reasons why you should use video in your content marketing campaigns.
1. Increased Customer Attention
Consumers are constantly bombarded by various messages. In order to have your content delivered in an effective manner, it must be presented in a way that captures their attention.
While text can be effective for many marketing campaigns, visual stimulation often produces faster and more effective results. According to a Forrester study, one minute of video is worth 1.8 million words.
Videos can be dense with information and the message can be delivered in an accessible, relatable way. More than that, video content is often easier for consumers to recall and it can appeal to ethos more substantially.
2. Higher Engagement Rates
Videos have a higher direct engagement rate and can be easily shared with others. In fact, your video may even go viral and give you widespread exposure.
There have been many successful marketing campaigns that have used videos, with the Million Dollar Shave Club being a prime example.
A study by Simply Measured indicated that videos are shared 1,200 times more frequently than text and links. When viewers are engaged, they may also spend more time exploring your products and services on your website, leading to better return on investment.
3. Strong Brand
According to a study conducted by Axonn Research, seven out of ten people had a positive impression about a company after viewing video content marketing. Video is an effective way to enhance branding efforts, and it can facilitate the use of voice to further bolster brand identity.
Video marketing is also more memorable for many people than text-based marketing because of its visual elements.
When designing a video marketing campaign, your use of the company logo, font and colors should align with all of your text-based marketing efforts. This means that you must carefully craft said videos so that they truly benefit your overall marketing campaign.
4. Improved SEO
When your video marketing material is well-designed and relevant, it can improve SEO ROI by driving customers to your website in greater numbers.
In fact, 65 percent of business decision-makers report visiting a marketer’s website after viewing a branded video and, according to Martech, online marketing can help increase your website’s chance of ranking on the first page of Google search engine results by 53 percent.
Videos are eye-catching, memorable and effective, making them a critical element in any type of marketing campaign.
5. Higher ROI
According to TubularInsights, as many as 73 percent of business-to-business marketers say that video had a positive impact on their ROI. Moreover, Vidyard released a study revealing that over 70% of large business marketers believe that video performs better than other content for driving conversions.
In addition, video is relatively cheap to produce and you no longer need substantial technological skills to use it. This puts this type of marketing option in the hands of most small businesses that do not have a large marketing budget.
Your online marketing efforts may not currently be producing desired results, and you understandably want to turn things around and enjoy a better ROI.
Finding a cost-effective way to bolster results is important, and it may be easier to accomplish than you might think thanks to video content marketing.