Video may have killed the radio star in the 1980’s but in today’s marketing media world it’s become an even more “deadly” weapon with increased ways to use it – offering very real and efficient results. When it comes to planning content marketing, it is quickly becoming apparent video is no longer a nice to have, it’s a need to have.
Simply put, video is more accessible than ever. The days of waiting for video to buffer are virtually gone. With smart phone, tablet and other computer speeds growing exponentially in recent years, combined with the swiftly rising number of Wi-Fi hotspots in and out of the home, streaming video is as prevalent if not more so than any other activity performed on a computer, phone or tablet. In fact, according to Cisco video will become 69% of all Internet traffic by 2017.
From a marketing perspective, video is the closest “in-person” experience you can create. Emotions are almost tangible in video and fundamentally, movement catches our attention. Video can showcase products and services like no other media and is easy for consumers to digest. Research shows consumers prefer video, with sites like YouTube, which is now the number two search engine in the world, receiving more than one billion unique visitors each month – more, than any other channel, apart from Facebook.
A couple decades ago video was something few but Fortune 500 marketers had in their arsenal. Today, with lower production costs due to digital technology, it’s something all-sized businesses can do – and are doing. According to Nielson, 64% of marketers expect video to dominate their strategies in the near future. Extremely versatile, video can be incorporated in a number of marketing applications from embedding it on websites, blog posts and in push email marketing, to online advertising and social media marketing efforts on sites such as Twitter, Facebook, YouTube and Instagram, where content can be posted and then shared.
Done right, video content can drive web traffic, improve search engine performance and position a company as an expert or “go-to” place for knowledge in a specific category. For example, while video has the potential to spread to vast audiences quickly – think viral videos of dancing babies or a ninja cat – used carefully, it also has the unique ability to reach and engage targeted or segmented markets. Entertaining videos are fun, but pinpointing what else your audience needs besides laughs is important too as evidenced by the exorbitant amount of highly successful how-to content available on the web.
Finally, as with all content marketing, simply creating video content is not enough. The content needs to be useful, relevant, timely, and well done. At Callis we can help you take a look at your target market, what they are looking for and find where video may fit into their needs and ultimately in your company’s content marketing strategies.