Video is the Star of Content MarketingIt’s no secret that the use of video in content marketing is on the rise. And, it’s certainly not a tactic to be taken lightly. In fact, YouTube is now the second largest search engine on the web and while video marketing is frequently an afterthought, its value demands a front-runner position in your content marketing plan.

Here are the top 10 reasons why video is a star player in the content marketing landscape and should be in your marketing plan, too.

10. Improved SEO

First off, utilizing video in your content marketing efforts will no doubt improve your SEO. In fact, according to Comscore, adding a video to your website can increase the chance of a front page Google result by 53 times.

Of course, that’s when you do it right. Want to learn more about how to properly optimize your videos for search? Check out these tips from Moz CEO Rand Fishkin.

9. Stronger Consumer Attention

Videos have been proven to demand more consumer attention than any other medium. And while we’re in the midst of what some might call a content-overload for consumers, capturing attention is particularly key.

“The attention economy is not growing, which means we have to grab the attention that someone else has today.” –Brent Leary, Co-Founder, CRM Essentials

8. Higher Engagement

We’ve heard over and over that visual content is the key to great engagement. Video is no exception. So when you’re considering what types of posts to schedule on social networks in the coming weeks, think video: audiences are about 10 times more likely to engage, embed, share, and comment on video content than blogs or related social posts.

7. More Video-favored Technology

With the increased consumption of video and the resulting rise in production, technologies are leaning more and more towards favoring the video-marketer.

Consider Facebook’s addition of the auto-play for example. It’s hard to argue that a status update or link to an article demands as much attention as a video in your newsfeed.

6. Greater Optimization Opportunities

How much of your latest blog post did readers consume? Did they re-read parts of it? Or come back to it later and read it again? Did they share it with friends? The truth is, it’s pretty hard to answer these questions on text-based content.

Video, on the other hand, has this feedback loop built in. Measure click-through rate, drop-off points, or number of times watched. You can even drill this down to an individual level.

It all boils down to this: the feedback loop for videos means you know what’s working and what’s not. Now to focus on more of the stuff that’s working!

5. Higher Retention Rates

65% of viewers watch more than ¾ of a video, which is more than we can say about text-based content. So if you have a message to get across (and why wouldn’t you if you’re creating content?), video might be the way to go.

4. Better Email Click-Throughs

You slaved over that email copy for days and it contains important information for your customers! But does it resonate? Will it drive results? Will recipients even read it? Enter: video. The use of video in emails has been shown to double click-through rates. More effective emails? Yes please!

3. Rise in Accessibility

While creating a video used to take many months and many thousands of dollars, the production of great video content has become much more affordable in the last few years. Companies like VideoMakerFXGoAnimate, and Sellamations make the creation of video as easy as writing a blog.

2. Stronger Emotional Connections

Video is the most powerful way to evoke emotions online. It’s King because it offers a slew of attributes above and beyond traditional content like tone of voice, face expressions, and music, to name a few.

While you may not have feel the immediate need to run out and buy a product from an emotion-filled video, they will likely be at play later on in a more subtle and subconscious way. Evoking emotion in marketing has been proven to positively impact consumer decision-making, even in B2B markets.

1. Increased Customer Conversions

The number one reason for using video in your content marketing plan? Video converts more customers. Simple, right? Recent research shows that 71% of marketers say video conversion rates outperform other marketing content. Need we say more?

Conclusion

That’s it: 10 reasons you simply can’t ignore video any longer. Video’s earned its keep; give it its fair share of real estate in your content marketing plan.

Kimbe MacMaster

  • good point

    • Here are the top 10 reasons why video is a star player in the content marketing landscape and should be in your marketing plan, too.

  • Enjoyed reading this. I would like to add two points. Simply adding video won’t necessarily get you more sales for your business. It is the type of video, style and message that affect this. And also, any video needs great quality sound, as people do not tolerate poor sound quality. I have published a post on my website giving more info at http://laughingmonkey.tv/about/ and why story is SO valuable to humans.

  • Arden

    Hello,

    I really liked reading this article. Content marketing is a growing trend now and I believe video is the king in any content marketing strategy. The points which are discussed in this article are relevant. I agree with you that visual content is the key to greater engagement. Adding a video in the content strategy can increase your SEO rankings.

    People are more likely to engage with a content that contains a video. Therefore, video content can increase your conversions and generate leads. A content having a video can evoke an emotional response from customers. The voice and the music in a video matters the most.

    People love to hear a voice that sounds authentic. People love to hear a music that seems to be soothing to their ears. I would like to share a link with you on “Ways to incorporate video into your content marketing strategy”. Here it is: https://www.animatedvideo.com/blog/6-ways-incorporate-video-content-strategy/

    Visit the link once. You will find it useful.

  • Dumb question; why wouldn’t Vidyard, a video hosting company, have a video of this blog post attached to this post and in fact, every blog post if video converts at a higher rate? Love your product, it’s just not affordable for SMB’s…

    • Kimbe MacMaster

      Hi Owen, not a dumb question at all … in fact, that is a GREAT question! We do have a number of video series, but you’re right, also a lot of text-based content. We are in the midst of adopting a “video first” approach to our content, so expect to see this change over the next few months! Also, for SMB, check out ViewedIt, our free tool for screen or webcam recording: http://www.viewedit.com!

  • Lindsay Galang

    Hi Kimbe!

    That sure is a load of list! When it comes to marketing, it is a plus to have an edge among your competitors and what better way to reach out to a wider range of audience than making visuals work! After all, we’re visual creatures. I remember when video marketing was still on its infancy, business owners are a bit skeptical to whether they should or should not try it, now everyone’s up for it! But admittedly, video animation is time consuming and sometimes expensive. Good thing there are video marketing agencies that are willing to create better marketing videos for businesses without costing an arm and a leg like http://www.viheo.com