Content Marketing: 5 Reasons To Include Video Content In Your Strategy

Content is king. But we aren’t just talking about words on the screen. In fact, the term content is much broader than you might realize.

image of video camera on man's lap

What is Video Content Marketing?

What are most people doing these days, reading? Nope, they are watching videos. And guess what? Videos are content.

What is video marketing? Skeleton Productions uses the definition, video content marketing rests on the principle of creating and distributing valuable and consistent video content to your target audience with the aim of attracting, engaging, and converting qualified leads.”

As you start creating your video marketing strategy, consider how each video can be integrated into your existing marketing channels. Think about how can pieces of content be coupled together. For example, would a written blog also make a good video?

The most important part of any content strategy is making sure you create valuable, fun, and interesting pieces that resonate with your audience. Just like with any content piece, videos also have to answer to the questions – So what? And why should I care?

Video Marketing Statistics

Why video over the traditional written content? Well, for all of you smart skeptics out there here’s a list of statistic that might just convince you to do more video marketing.

• Average users spend 88% more time on websites that have videos.

• 70% of B2B buyers and visitors watch videos throughout their customer journey.

• People who watch a video are 64% more likely to make a purchase.

• Video is projected to be more than 80% of all website traffic by 2019.

• Including video in email can boost your click-through rates by 200% - 300%.

• 90% of consumers say that product videos help them make purchasing decisions.

• YouTube mobile video consumption grows by 100% every year.

• Video advertising accounts for 35% of ad spending online.

If you’re still craving more video statistics, check out this wordstream article.

46Mile's Top Picks

If you’re psyched about adding video content to your content strategy, here are some awesome examples for you to learn from and inspire you.

Zoom

Have you ever witnessed the complications it takes to hold a video conference call? Generally, there are always technical difficulties, that one person driving and talking, and someone who’s connection goes in and out. Zoom, a local Bay Area conferencing call software, does an awesome job of depicting the conference call struggle and then offers a solution, their services. Take a look and have a laugh, here’s the video.

Dollar Shave Club

Chances are if you haven’t been living under a rock, you’ve heard about or seen this video. The dollar shave club got their start with a hilarious video that went viral. This video, in particular, has gotten over 25 million views. The company used a humorous tone but conveyed their value points in a memorable way. Watch it down below. 

Zendesk

Zenedesk is a native San Francisco company that offers customer service solutions. Check out one of Zendesk’s hilarious videos, S*** Support Agents Say.  Anyone that’s ever talked to a customer service representative over the phone knows the pains of hearing, “can I put you on hold?” The video excellently found humor in the pain of talking to a support line. Another reason why this video is so great it Zendesk didn’t even have to explain or promote their services, in order to understand their business.

5 Benefits of video content marketing

Video marketing content not only helps your content strategy, but also helps your business. Video marketing is often an afterthought, but with all of the benefits it can provide, it’s important not to forget it. Check out these five huge benefits to using video marketing.

1. Video marketing helps your website’s SEO 

One huge reason to incorporate video into your content marketing is video content can help improve your search engine optimization (SEO). Did you know that YouTube is the second largest search engine? Not to mention, Google favors websites with video over plain Jane sites.

 You can increase your chances of a first page Google result by 53 times just by adding video to your site.

Video is just another avenue you can use to bolster your SEO and is becoming a more important component.

To learn more on why video is important for SEO, check this page out. 

2. Video marketing is becoming more favored

With more people consuming video, technology is starting to also favor video marketing. For example, now Facebook has added auto-play. It’s hard to argue that a link or an image is as interesting as a video.

Not to mention, customer behavior in the past five years has shifted to prefer video content. In fact, it’s projected that by 2019 video will account for 80% of web traffic. Video also is edging out written content because 1 minute of video is equivalent to 1.8 million words. Most importantly, 64% of consumers are more likely to make a purchase after watching a video about it. Video can help 90% of customers make purchasing decision. Talk about moving customers down the funnel!

With the changing ways people are consuming content, it’s clear that video is the favorable medium.

3. Video content offers greater optimization opportunities

With other content like blog posts, do you know how much readers consumed? Did they go back to re-read parts or did they come back to your post and read it again? When it comes to text-based content, it is really harder to answer these questions.

However, video makes it easier to measure important information like click-through rates, number of times watched, and drop-off points. You can even start to look at how individuals interacted with your video.

With data details like that, you can really start to optimize your content to fit your audience’s wants and needs.

4. Video content gets more consumer attention and engagement

Nowadays, it’s hard to get and keep a consumer’s attention. That’s just the landscape we’re working in. However, there’s hope! Visual content gets more engagement and video gets stronger consumer attention.

In fact, video content has been proven to require more consumer attention than any other medium. Videos are also about 10 times more likely to be engaged with, shared, embedded, and commented on.

  • 5. Video marketing works to increase customer conversions

Here’s one of the biggest reasons you should integrate video into your content strategy, it converts more customers. In addition, research shows that 71% of marketers say video conversion outperforms other marketing content.

46Mile can help

When it comes to actually creating quality video content, it’s not always easy. Video production can require so many different components like:

• Determining the content to create

• Picking the right camera

• Editing your video

• Hosting your video

• Measuring your success

This isn’t even close to all of the details you need to think about when creating your own videos. When you’re just getting started with video before you purchase a lot of equipment and technology, try getting help from professionals first. Our creative team is excellent at video production from the storyboarding down to the details in the editing process. If you want to get started with video consider getting some help from 46Mile. 

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By Nina Foo | April 05, 2018 |

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