Ted Karczewski

​Content marketing is no longer a linear practice comprised of written articles for the sole purpose of increasing websites’ SEO value. Today’s savvy marketers realize that content represents a wider body of work, largely fueled by the proliferation of social media and emergence of video marketing. It’s hard to say a brand has an innovative content creation strategy if it doesn’t amplify core messages across social channels with shareable video clips.

The July 2013 comScore Video Metrix report supports the idea of video creation becoming the way of the future. Last month, more than 187 million Americans watched approximately 48 billion online content videos and 19.6 billion pre-roll ads. That’s 86.6 percent of the U.S. internet audience.

Consumers are watching more video content than ever before, creating a saturated market and increasing competition for precious digital air time. To reach fragmented markets, brands must up the ante with their video marketing strategies. Brafton reported on data that showed companies earn larger YouTube audiences when they increase their production efforts by 50 percent. Marketers who want to maximize content marketing results should consider building out their video strategies to improve reach and, potentially, content ROI.