Video Content: How It Can Bolster Your Marketing Messages

I was having coffee with a friend the other day when I told them I’d seen the new David Fincher film Gone Girl, an adaptation of the novel by the same name. He said “wouldn’t you rather read the book first, then see the movie?” As an impatient person who writes (and consequently reads) for a living, I glibly replied “Why read, when I can watch?”

Hundreds and thousands of consumers feel this way too. 100 million to be specific. That’s the number of Internet users who are watching videos online every day.

Video content marketing is more than just hype. It’s the future of marketing and advertising and it’s only getting started. Businesses that refuse to acknowledge and harness its power will be left in its wake wondering what happened to their customer base.

video content marketing is more than just hype.

One business that recognised this trend and used it to their advantage is corporate training company InsideOut. In a bid to claim a wider slice of the market, they engaged a third party to help them create compelling bite-sized content made up of slide decks, articles and – you guessed it – videos.

In just one year, their content-based emails saw a marked improvement, to the tune of:

  • 20% higher click-through rate.
  • 87% lower opt-out rate, and
  • 388% more leads generated.

Ironically, if I had recorded this blog’s content and presented it as a video SlideShare, it would see a click through rate two to three times higher! The key take away is if you’re not using video marketing, you’re essentially ignoring a huge opportunity to reach a wider audience.

By engaging viewers with timely, relevant, memorable, and most importantly, optimised video content, you’re almost guaranteeing that your video will be shared. You’ll also see an increase dwell time on your site and higher interaction with your brand.

The trend of digital consumption of content is well and truly here and video content marketing is playing a huge part. With the promise of a higher return on investment, will you cast video content as the leading role in your marketing strategy?

– Lachy

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