In recent years, the landscape of content marketing has evolved visually. For a company’s website to stay relevant they must adapt their Content Marketing Strategy in accordance with new trends and studies.
According to Google, video content has been growing significantly over the last number of years and by 2019, “80% of global online traffic will be video content”(1). Video has become a staple in our everyday lives and there is over 6 million hours of content viewed on YouTube every month.
There is no doubt that people have more time to watch a captivating video on the go rather than reading a lengthy post, not to mention that the attention span of an average person has decreased to 8 seconds which is why utilising video content for promoting your business can be so effective.
So, why should you add video to your Content Marketing Strategy?
1. Improved SEO
By adding videos to your landing pages and website you are 53 times more likely to show up on page 1 of Google SERP, according to a Forrester study. These videos in your Content Marketing Strategy however must be of high quality and informative. By implementing these strategies, it can improve your website’s overall click-through rate and conversions particularly on an eCommerce website as according to Kissmetrics, viewers are 64-85% more likely to buy a product after watching a demo video.
2. Increased Brand Retention with Video Content Marketing
The retention rate of video and audio is 50% in comparison to 7% of text-based content. By optimising video content in accordance with your brand strategy (i.e. keeping logo, colours, voiceover) you increase the chance of the consumer recalling your brand. Users need to be able to recognize your brand both visually and verbally for video content to strengthen your brand identity.
3. Higher Engagement
Visual content increases the rate of consumer engagement on social media sites. In particular, Facebook’s auto-play option has given companies an opening of approximately 3 seconds to catch the user’s attention. This has proven to be the most responsive form of content marketing as it is proven to increase user engagement by 33%(2).
4. Video Content Marketing Accessibility
Video caters for those on the go. As we mentioned earlier, they don’t have time to read lengthy posts or descriptions which is why video is the more favourable option. This is due to the fact that it delivers information in a simplified format that makes for a quick viewing process on any device from mobile to tablet to desktop.
5. Return on Investment
While quality video content can be costly to create, in the long-term it will be worth it as “51.9 percent of marketing professionals worldwide name video as the type of content with the best ROI” (Adobe)
6. Brand Humanisation
Unlike other forms of content marketing, video’s evoke feelings in the end user. Video content can help build a trustworthy relationship with the consumer by giving them a personalised insight into the inner workings of the company and the people who work there. This gives a human touch to the brand you’re trying to promote.
One of our clients, DIFC, has successfully implemented video into their content marketing strategy. Check out the video below!
Video is the best way to tap into your creative side for your content marketing strategy plan. If you need some help planning your content strategy, be sure to get in contact with us and we can have a chat!
1. Cisco Visual Networking Index: Forecast and Methodology, 2016 – 2021.
