Here are the top five reasons why video is worthy of a key
spot in your content marketing and demand generation programs:
1. Video Drives Higher Engagement and Retention Rates:
When it comes to attention spans, we’ve all drawn the
shortstraw. Eight seconds short. That’s how long you have to capture your
audience’s attention. Which means you should be picky when it comes to the
content you’re serving to your audience. Video is a great content medium to
capture that attention because, according to Invodo, 65% of viewers watch more
than three-fourths of each video consumed, notably higher than text-based
content.
2. Video is the Winning Medium in Driving Conversions:
We’re going to go out on a limb here and say that there’s a
pretty good chance that one of your major content goals is to drive leads to
sales. Video can help here too—sometimes even more than any other content
medium, depending on your business and audience. But don’t just take our word for
it, 70% of marketers say video is the most effective means to driving
conversions. Product videos alone can increase purchase intent by up to 85%.
3. Video Improves the Results of Other Content Assets and
Marketing Channels:
Videos are powerful stand-alone content assets, but they can
also do well in a supporting role. In fact, adding video to the promotion of
your other content assets can boost their performance.
4. You Can Gain Incredible Insight into Consumption
Behaviors and Purchase Intent:
Your marketing automation platform may have told you that
apotential customer downloaded your latest ebook on improving client happiness
with great technical support. Cha-ching!
But wait, what did she do after that? Did she read it? Did she print it off and
use it as a coaster for her freshly brewed coffee? Or did she re-read the part about the timing
of a return support call over and over? You’re not sure, are you?
5. Brands Have Easier Access to Video Now Than Ever Before:
Buyers expect video content and continue to increase the
time spent consuming videos. In fact,
according to Cisco, nearly 80% of internet traffic will be video-based by 2018.
Lucky for marketers, technology has adapted to provide less-expensive alternatives
for companies looking to meet these consumption cravings on their own. Long
gone are the days of $50K production budgets for every video produced. Here are
the major technological advances that make this possible:
Accessible Tools for Recording and Editing: That smartphone by your side is actually a
quality, 1080p recording device. And the cost of other recording devices such
as GoPros, webcams, tablets, or even digital cameras has come down in recent
years. Even editing tools are becoming
more and more affordable.
Online Production: There are now a plethora of online video
production tools like Vidyard Studio, GoAnimate, and Camtasia, which help you
to create a professional video without even leaving your desk.
Hosting & Distribution: The barriers to distribution are
also disappearing. Today, you can easily share videos across public networks
like YouTube, Vimeo, Facebook, and Vine. You can also target videos towards a
specific audience on your website, embed them in email marketing campaigns, or
even keep them private for internal use. While managing all of these different
channels may seem daunting at first, a video marketing platform can make it
happen in a snap.
Video Marketing Platforms: These platforms (which are
different than hosting platforms) are on the rise. Video Marketing Platforms
offer marketers the insights they need to constantly improve the performance of
their videos, maximize audience engagement and conversion, identify individual
viewers and track their viewing history, and turn that visibility into stellar,
and more importantly—measurable—ROI.
John E. Hornyak
X2Media, LLC
If
you need help with your email, web site, video, or other presentation
to promote your company, product, or service, please give me a call at
440-519-1500 or e-mail me at john@x2media.us
X2 Media can help you target your
content and get your message to the audience in a way that it is not only
seen and heard, but remembered.
Until next month….remember, “you don’t get
a 2nd chance to make a 1st impression”. Always make it
a good one!
From X2Media I would like
to thank you for your time.
X2Media, LLC
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