December 10, 2013

Online Video: A Critical Component of Your Content Marketing Strategy

If you have yet to implement online video into your content marketing strategy, then you could be missing out on a great opportunity to engage with consumers, spread brand awareness, and drive organic traffic. After all, there’s no disputing the fact that online video is becoming increasingly popular among consumers.

In fact, there will be as many as 1.5 billion daily online video viewers in 2016 – 15 times as many as the current number in 2013 – according to Cisco’s Visual Networking Index, an ongoing initiative to track and forecast the impact of visual networking applications. Moreover, online video is estimated to make up 86 percent of Internet traffic in 2016.

If those overwhelming statistics don’t serve as a wakeup call that you need to cast an eye toward online video, then consider the fact that the majority of marketing respondents prefer video over white papers, case studies and even live demos, according to data from the B2B Demand Generation Benchmark Survey 2012. Online video isn’t just for big name brands like Coca-Cola, Nike, and Red Bull. There are a number of free video platforms that small businesses can utilize to delivery content such as Vine, YouTube, and Instagram. Don’t know what type of brand videos to create? Below are five types of video content that will help take your content marketing strategy to the next level. 

1. Product Reviews: Today’s consumers trust product reviews more than any other form of marketing or advertising. So why not take advantage of this and create video product reviews featuring your most trusted customers.  After all, consumers are more likely to watch a short two to three minute video than read a long-winded case study. Moreover, it gives your valued customer the chance to be in the spotlight and also shed some light on the unique value proposition of his or her company.

2. Product Demos: Reading a long list of product specs can be intimidating. Make it easy for customers to understand how your product works by creating a short video demoing one of your flagship products.

3. Interviews: There are endless possibilities with video interviews. For example, host an interview session with your in-house industry experts to display your thought leadership or interview an employee showcasing your company culture. You can also welcome your partners and customers into the limelight.

4. Events: Just because your consumers missed an event, doesn’t mean they should feel like it’s too late to recapture the gathering. Event video is a powerful marketing tool as it helps increase engagement by highlighting the best, most exciting parts of an event. Don’t just tell your consumers you held a killer event; show them.

5. Behind the Scenes: Today, it’s all about increasing brand loyalty. Make your consumers feel special by giving them a “sneak peek” or “insider view” into the making of a product, a recent marketing photo shoot, or tradeshow.

Spice up your content marketing strategy and bring it to new heights with the integration of video. Need a little inspiration? Check out a few of our videos here.

Edited by Brooke Neuman

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