Market research firm comScore found that video content is an increasingly popular platform as more than 183 million web users accessed videos on the web last month.

As businesses look to diversify their content marketing strategies, a new report from comScore demonstrates the value in making video content a part of any campaign. The market research firm found that more than 183 million web users in the United States watched content on the web in November.

Content marketing, more than anything, is about demonstrating a businesses authority within its industry. News content marketing and white paper marketing are equally valuable, but adding video provides an extra dimension to a campaign that will help businesses appeal to an increasingly large audience.

According to comScore, Google websites, namely YouTube, received the most traffic for the month with more than 151 million people landing on the website. When integrating video into a marketing campaign, hosting the video on YouTube and encouraging viewers to embed the content can help generate more traffic and attention.

In terms of social media marketing, video can also be an effective method of engaging users. ComScore’s analysis found that more than 50 million Facebook users in the U.S. watched video content on the social networking website in November.

Businesses have been using content marketing for years, but it has grown stronger as the internet offers greater distribution with less financial investment. Brafton recently reported that the average adult spends 167 minutes per day on the internet. During this time, they read articles, talk with friends and colleague and watch video. However, marketers are still dedicating a major portion of their budget to dying media platforms, such as newspapers and magazines.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.