Content Marketing Institute recently published their B2B Content Marketing research report and hosted a webinar, The Future of Content Marketing, along with Brightcove’s Steve Rotter summarizing their findings and outlook for 2013. A standout statistic Rotter highlights is that 38% more of best-in-class marketers are using video in 2012 than in 2011. And 70% of all marketers are now using video as a marketing tactic, a huge jump from only 52% last year (see image below).
The use of video for content marketing is a growing trend and can be quite effective when done well. The best videos grab the viewer’s attention within the first 2 seconds, are relatively short and contain appealing, quality images. Videos are clickable and sharable. Rotter notes that play button can often act as a magnet when viewers first land on a page.
Here are 5 ways to employ videos as a content marketing tool:
- Case Studies
Have case studies on your blog or website? Put them in video form.
- Calls to Action
When you place a video on your site, make sure to include calls to action within the video inviting your visitors to further engage.
Rather than having one long video, segment your video into short viewable sections.
- Q & A
Instead of having a text-only Q & A section on your website, consider answering all FAQs with video.
- Live Events
Present video from live events. This can be very engaging. Last night I attended the online DVD launch party for YERT, an independent documentary film and winner of 5 awards including Best Environmental Film, Southern Appalachian International Film Festival. The live event featured discussions and Q&A’s from several leading authorities on environmental advancements featured in the film and encouraged viewers to live tweet the event.
With the growing effectiveness of video as a marketing tool, you might also consider video curation to add engaging content to your site. Content curation software can easily be employed to keep your content fresh around the clock.
What are some ways you’ve used video to engage your audience? Tell us below!