Download the PDF: https://www.demandmetric.com/content/enhancing-content-video-marketing As discussed in our Content Marketing Plan Playbook, 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. HOW-TO GUIDE “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

1. ENHANCING
CONTENT
WITH VIDEO
MARKETING
HOW-TO GUIDE

2. 2 Enhancing Content with Video Marketing How-to Guide
As discussed in our Content Marketing Plan Playbook, 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.
HOW-TO GUIDE
“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
"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
“Video is the most shared brand content on Facebook.”
www,zuum.com
Enhancing Content with
Video Marketing
Videos are not only affecting the Content Marketing realm, they are also making a big impact on
Social Media.
These statistics on video viewing and sharing behaviors are enough to make any marketer immedi-
ately 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.
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.
Executive Summary
Download the Demand Metric Video Marketing Playbook

3. 3 Enhancing Content with Video Marketing How-to Guide
HOW-TO GUIDE
Video is an extremely effective medium. “If your video ads prove enjoyable to a viewer, your
chances of getting a sale increase by 97%, brand preference by 35%, and brand association by
139%” (www.unrulymedia.com). Brand recognition, brand selection, and revenue are highly-cov-
eted objectives for any organization. Therefore, it seems that video would be a means to an end for
those objectives.
Consumers process visual content faster. “90% of information transmitted to the brain is visual,
and visuals are processed 60,000X faster in the brain than text” (3M Corporation & Zabisco).
Biologically, consumers are programmed to handle visuals better. Theoretically, then videos will
illicit action to content well before their textual counterparts.
Search engines love video. According to Visibility IQ, “You can double your search traffic by
having a video thumbnail in your search result.” It is clear that engaging in video marketing will
increase the likelihood of garnering higher SEO rankings. Ultimately, your rankings will create more
organic traffic to your website and lead to more interest in your company/brand.
Video is highly preferred by Internet users. “One-third of all online activity is spent watching
video” (www.mainstreetanalyst.com). There are hundreds of statistics, just like this one, illuminating
the fact that video is the content format preferred by Internet users. Consumers are letting the
marketing world know how they prefer to get their information.
Enhancing Content with
Video Marketing
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 for
sharing content, that 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:
Why is Video a Good Choice for Content?
Augments Content Marketing Initiatives – As mentioned above, video falls under the unified
umbrella of Content Marketing. Although Video Marketing is taking on its own entity, the ultimate
goal is to supplement current content initiatives with the highly effective medium of video.
Just as there are many reasons to develop a Video Marketing program under your Content Marketing
umbrella, there is plenty of ROI that will follow a Video Marketing initiative. Below is a broad compila-
tion of the projected benefits to a Video Marketing program:
Benefits Of Video Marketing

4. 4 Enhancing Content with Video Marketing How-to Guide
HOW-TO GUIDE
Provides Collateral for Social Media Marketing – Once videos have been produced, they are
powerful entities that should be shared on all of an organization’s Social Media channels. Current
statistics prove that video is one of the most highly shared content formats on the Internet right now.
Increases User Engagement – By choosing to “play” a video, a viewer is already showing interest
in your topic/product/service. With videos, viewers have the option of actively choosing content
rather than just passively receiving content via email, advertisements, etc.
Generates Engaged and Qualified Leads – When video content is strategically planned, produced,
and distributed for a particular audience it is more likely to generate prospects that are invested in
your product/brand/company. One-minute of relevant, engaging video content can be very powerful
to the right audience and increase the likelihood of a viewer following a call-to-action.
Enhances Brand Identity – Gaining an audience for your videos will improve viewers’ connection
between your brand and the message you are providing in the video. For this reason, it is important
to create a clear, relevant story that highlights the most appealing attributes of your organization.
Improves SEO Efforts – As previously discussed, “search engines love video.” Consequently, the
more videos your program produces, the higher your SEO rankings will become.
Creates Revenue – Some organizations choose to make their videos fee-based, which would
certainly provide more revenue, if presented properly. However, even organizations that open
video content to everyone should expect a hike in revenue due to the other projected benefits
listed above. A strategic plan for the production and distribution of a video marketing program will
eventually help generate revenue.
Produces Realistic Customer Experience – For those organizations that have little one-on-one
contact with their clients, video provides a platform for organizations to show the faces of the
organization and personalize communication to specific buyer segments. In comparison to other
content formats (i.e. whitepapers, case studies, eBooks, etc.), video content allows organizations to
gain a manufactured face-to-face interaction that allows them to connect personally with clients.
Enhancing Content with
Video Marketing
Content Marketing covers a broad spectrum of formats; and each format has its unique purposes
and advantages. However, current consumer behaviors and statistics are suggesting the viewers’
content choice for the upcoming year – video. The compelling justifications and extensive list of
projected benefits for a video campaign encourage marketers to pursue executive support for
this initiative. Furthermore, analyst predictions suggest video will be the content choice of the
future; thus, it would be in the best interest of any organization to, at a minimum, prepare for a
Video Marketing project this year.
Bottom Line

5. 5 Enhancing Content with Video Marketing How-to Guide
1
2
3
Learn More
About Content
and Video
Marketing
Evaluate Your
Organization’s
Preparedness for
Video Marketing
Create a
Business Case
for Video
Marketing
Download our Content Marketing
Plan Playbook and Video
Marketing Plan Playbook. Review
these methodologies to see how
they work together and how
you can get started on a Video
Marketing program to enhance your
Content Marketing initiatives.
V I E W R E S O U R C E
V I E W R E S O U R C E
Action Plan
STEP 1 - Learn More About Content and Video
Marketing
4
Strategize For your
Video Marketing
Initiative
Explore Content Marketing
and Video Marketing Plans
Follow this simple step-by-step guide to create an effective
video marketing plan and produce engaging video content to support your marketing goals.
VIDEO MARKETING PLAN
Playbook & Toolkit
Video Marketing Playbook
Content Marketing Plan Playbook

6. 6 Enhancing Content with Video Marketing How-to Guide
1
2
3
Learn More
About Content
and Video
Marketing
Evaluate Your
Organization’s
Preparedness
for Video
Marketing
Action Plan
STEP 2 - Evaluate Your Organization’s
Preparedness for Video Marketing
Utilize our Video Marketing
Readiness Assessment to
evaluate if your organization
is ready to begin a Video
Marketing program. This
assessment will provide you with
recommendations to improve
any area that may not be ready
to handle this initiative.
V I E W R E S O U R C E
Create a
Business Case
for Video
Marketing
4
Strategize For your
Video Marketing
Initiative
Prep Your Team with Video
Marketing Readiness
Video Marketing Readiness Assessment

7. 7 Enhancing Content with Video Marketing How-to Guide
1
2
3
Create a
Business Case
for Video
Marketing
Your business case should highlight the
results of your Readiness Assessment and
Strategy Scorecard to ensure senior execu-
tives that marketing is well-prepared for this
initiative.
Action Plan
STEP 3 - Create a Business Case for Video
Marketing
Learn More
About Content
and Video
Marketing
Evaluate Your
Organization’s
Preparedness for
Video Marketing
4
Strategize For your
Video Marketing
Initiative
Develop A Video
Marketing Business Case
for Your Team
Download our Video Marketing
Business Case, to be completed
with your marketing team, to
provide senior management a
detailed report on your intended
plan for Video Marketing.
V I E W R E S O U R C E
Video Marketing Business Case

8. 8 Enhancing Content with Video Marketing How-to Guide
1
2
3
4
Strategize For
your Video
Marketing
Initiative
Action Plan
STEP 4 - Strategize for your Video Marketing
Initiative
Evaluate Your
Organization’s
Preparedness for
Video Marketing
Create a
Business Case
for Video
Marketing
Learn More
About Content
and Video
Marketing
Align Company Goals with
Marketing Initiatives
Use our Video Marketing
Strategy Scorecard to make an
overall strategic plan for your
program that will align with
your company’s business and
marketing goals for the next
12-18 months.
V I E W R E S O U R C E
V I E W R E S O U R C E
Video Marketing Playbook
Video Marketing Strategy Scorecard

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of over 100,000 marketing professionals and consultants in 75 countries.
Offering consulting playbooks, advisory services, and 500+ premium marketing tools and
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the team needs to succeed.
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