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Enhancing Content with Video Marketing

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  • 1. How-To Guide Enhancing Content with Video Marketing By Kristen Maida, Research Analyst January 2014 EXECUTIVE SUMMARY As discussed in our Content Marketing Plan Methodology, video is just one of the content types popular among marketers today. Video falls under the larger umbrella of “content” along with articles, guides, whitepapers, case studies, eBooks, etc. However, the sheer growth of online video watching over the past two years has analysts believing that video could be the “go-to” content marketing format of the future. “Watching online videos is now a mainstream activity. 78% of people watch at least once a week and 55% watch every day” (www.threemotion.co.uk). Videos are not only affecting the Content Marketing realm, they are also making a big impact on Social Media. According to www.zuum.com, “Video is the most shared brand content on Facebook.” Furthermore, “500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute” (www.youtube.com). These statistics on video viewing and sharing behaviors are enough to make any marketer immediately invest time in researching a Video Marketing program. Likewise, these statistics will certainly help when building a business case for Video Marketing to gain buy-in from senior management. © 2014 Demand Metric Research Corporation. All Rights Reserved.
  • 2. How-To Guide This How-To Guide discusses why Video Marketing is the Content Marketing format for 2014, shares the benefits of Video Marketing, and introduces actionable items to get started on your Video Marketing program. WHY VIDEO IS THE CONTENT CHOICE FOR 2014 The rapid growth of video viewing and sharing provides marketers with many substantial motivations for utilizing video as a catalyst for a content marketing initiative. Video has become so popular; in fact, many researchers believe that video is the content choice of the future. While the list of reasons to choose video to support content marketing is lengthy, here is a short list of the most compelling justifications:  Consumers process visual content faster.  Video is an extremely effective medium.  Search engines love video.  Video is highly preferred by Internet users. To read the rest of this How-to Guide, become a Demand Metric member today! © 2014 Demand Metric Research Corporation. All Rights Reserved.