It’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
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.
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
With the increased consumption of video and the resulting rise in
, 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.
, 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
. 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
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?
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. But before you get started on recording your first video, make sure you have a
video strategy in place
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