Why Marketers Should Integrate Video Marketing Into Their Content Strategy


There’s no denying that we’re witnessing a shift in the way in which content material advertising and marketing is delivered. The rise of “tales” on Instagram and Fb has modified the way in which manufacturers ship messages to their audiences. Whereas there was as soon as a time when lengthy pages of textual content (like this) dominated content material advertising and marketing methods, at the moment’s market is shifting towards the ephemeral, the enjoyable and the visible.

A latest research discovered that 83% of entrepreneurs consider that video advertising and marketing is turning into extra essential for reaching and interesting new audiences. Amongst millennial audiences, two-thirds of social media customers reported partaking with a model after watching a video posted on social media.

Clearly, video advertising and marketing has reached maturity, and all indications counsel that it’s right here to remain. We at IronMonk always use and suggest video advertising and marketing for our purchasers. One in all our purchasers within the journey area of interest, for instance, noticed a 120% improve in conversion charges for tour packages once we created short-form movies to advertise every of these excursions. The corporate additionally gained 5,000 YouTube subscribers in lower than a 12 months.

On this article, we’ll focus on future traits in video content material advertising and marketing and the way your model can capitalize on these rising traits within the 12 months forward.

What The Critics Say

Let’s face it: Electronic mail advertising and marketing isn’t as attention-grabbing because it as soon as was. As of late, our inboxes are jammed with Mailchimp blasts and “last-minute” adverts for the most well liked offers at each retail retailer you’ve ever been to.

I’ve heard critics who consider that video advertising and marketing is headed in the identical path. They counsel that the medium of video is turning into too extremely saturated on platforms akin to LinkedIn, Fb and Instagram. Consequently, movies command much less of our consideration, and finally we’ll scroll previous them with out paying them a second thought.

What They Get Incorrect About Video

What the critics don’t understand is that video content material advertising and marketing and e-mail advertising and marketing symbolize a traditional apples-to-oranges comparability. On one hand, e-mail advertising and marketing is a “push” approach that instantly contacts particular person prospects and clients and makes an attempt to incentivize repeat gross sales. However, content material advertising and marketing “pulls” new prospects to draw preliminary gross sales and leads.

An efficient, diversified digital advertising and marketing technique ought to embody e-mail and video advertising and marketing content material. Nonetheless, to counsel that video advertising and marketing will undergo from the identical sort of saturation as e-mail advertising and marketing is to misconceive the medium of video basically.

The Rise Of Video Content material Advertising and marketing And Its Development Forecast

Lots of at the moment’s shoppers wish to be entertained. Relatively than scroll by way of textual content or messages in an inbox, shoppers might favor to observe movies which can be customized to their pursuits. In truth, latest surveys point out that over 50% of shoppers are considering watching movies from manufacturers they assist.

When executed accurately, video content material could make a superb addition to your current advertising and marketing technique. Based on a 2019 survey of enterprise house owners, 66% rank video as the best type of content material for his or her advertising and marketing technique.

I predict sturdy year-over-year development in video content material advertising and marketing engagement within the first half of the approaching decade. There are two elements that time us on this path. First, our cellular gadgets have gotten more and more video-oriented; second, movies are hottest amongst youthful demographics.

Greater than 70% of the U.S. inhabitants (subscription required) owns a smartphone. And because the quantity rises, extra shoppers will be capable to entry cellular video advertising and marketing. Additional, a latest report discovered that 85% of millennials have bought a product after watching an internet promotional video, a determine larger than every other demographic. The widespread recognition of, and engagement with, video content material amongst this era leads me to consider that video-based content material will proceed to be a dominant advertising and marketing channel within the coming years.

Getting Began With Video Content material

Contemplating integrating movies into your content material advertising and marketing technique? Earlier than you get began filming your first batch of content material, take into account that there are a selection of extremely partaking video codecs that make for simple introductions to the medium.

Interviews: Interview an knowledgeable in your area of interest or subject. These movies needs to be one to 5 minutes in size. We love doing these inside our firm and for our purchasers. You’ll first wish to give you an inventory of people who find themselves widespread in your area of interest, after which ship them every an e-mail requesting the interview. It’s a win-win as a result of the interviewee will get publicity, and also you get a video with distinctive insights.

Firm Tradition: This can be a slice-of-life introduction video to office tradition and setting, and needs to be one to a few minutes in size. That is the kind of video you wish to promote in your careers or jobs web page. You too can add it to your customized Certainly profile so candidates can see how nice your organization tradition is.

Product Introductions: Show a brand new product function and its use circumstances in a 30- to 90-second video. Your Instagram and YouTube accounts are thirsty for these! Be sure these are professionally produced, as they will influence your backside line instantly. You may afford somewhat little bit of amateurism whereas doing interviews, however goal for perfection when capturing product movies.

Webinars: A Google Hangouts-facilitated instructional video convention can introduce prospects to your gross sales funnel. Hold these between 10 and 60 minutes. Webinars are nice for educating purchasers or prospects a couple of new product or function. They will additionally let you reply essentially the most ceaselessly requested questions by your customers, in addition to dwell questions. Use them to showcase your experience and authority!

Is Video Advertising and marketing Proper For You?

With the rise in video advertising and marketing, it’s not unreasonable to assume that video content material is likely to be a bubble. Nonetheless, analyses counsel that video is a booming marketplace for tech-savvy manufacturers seeking to attraction to a youthful viewers.

Elevated conversion charges, superior attain and the power to personalize are three essential promoting factors of video advertising and marketing. By incorporating video content material into your content material advertising and marketing technique, you may capitalize on this rising medium and interact your viewers earlier than your competitors does.

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