Hi, Ted Karczewski with this week’s Content & Coffee with Brafton. You’ve probably noticed that video is one of the fastest rising formats in content marketing. It seems like you can’t go online without coming across featured videos on social networks and search engines.
Companies are creating videos to highlight their value props, present client testimonials and demonstrate products. Why? Because consumers embrace online video content as a way to learn about brands. They find this is an engaging way to quickly digest facts about complicated ideas, and it’s easier and faster than reading.
Perhaps more importantly – companies are investing in video strategies because marketers are seeing demonstrable results. IMN’s 2013 Content Marketing Survey Report found that as of 2013, 18 percent of brands say video is the most-effective vessel for content marketing – up from 3 percent last year.
Agile brands are fueling this sudden surge in video creation by fusing their marketing prowess and visual production talents. This is a completely different approach from filming expensive one-off clips. Marketers have realized frequency can play a significant role in generating leads through YouTube, and they look to agencies that offer a variety of video content as part of long-term partnerships.
When brands publish an array of visual content to the web, their efforts naturally push prospects through the sales funnel by hooking viewers with engaging stories. Effective storytelling can set a business apart from its competition, especially in crowded marketplaces. More and more, brands understand this evolution in content creation and trends suggest it’s only the beginning of video marketing on the web.
Catch you next week, and happy content marketing.