Content Marketing has become Video Marketing

Content Marketing has become Video Marketing

September 22, 2018

History of Video in the Industry: In 1981, MTV launched the prophetic one hit wonder, “Video Killed the Radio Star”. Remembered by its catchy tune but personified by the sentiment that traditional media was dead. The lyrics, “Rewritten by machine on new technology” seems timeless as marketer’s struggle to adapt to new technologies in the B2B domain in 2017. With an ever-cluttered advertising space, how do companies differentiate themselves in content marketing. The answer is video. From a study done by Animoto, 4 times as many customers would rather watch a video about a product than read about it. The concept of video marketing originated on the television screen in the 1940’s. However, the 21st century has been defined by a different black mirror: the cell phone. The dot com boom brought about the great social media companies that occupy our every waking moment. YouTube, Facebook, and Instagram make up the conglomerate that governs both social and video marketing today.

When we analyze which content distribution channels to add there is no surprise that the top three reside in the social video sphere:


Formula for Social in B2B: In B2B how do we combine compelling video content with social media? Social is simply about how we choose to engage with other people. From this comes a definition of social video as the blending of video with human relationships for the co-creation of value. This idea can be summarized by following formula, The 3Cs formula, Content+Conversation+Community. The notion that if you can generate great visual content it will create a platform for your viewers to share their experience with others: a domino effect.

Video benefits from analytics: Video and social are inherently metric driven. You can see the exact second your visitors tune in and tune out. You get insight into what your viewers want when you see how many times and for how long a video was played. The number of views on a video gives you a clue as to whether the topic was interesting. The length it was watched indicates whether the video content was engaging.

Bounce rates drive success: Another important metric is bounce rates. Your bounce rate is the number of people who left immediately after visiting your website. This number is especially important for businesses that have an extremely niche or technical product. An explainer video will hold people’s attention for much longer than a paragraph filled with industry jargon.

Bottom Line: Video grows revenue better than other sources. There is compelling evidence for a strong visual component on social media. Marketers who use video grow revenue 49% faster than non-video users. According to Adobe, 51.9% of marketing professionals worldwide name video as the type of content with the best return on investment.

What are you doing to create the best content possible?

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