Why Video Belongs in Your Content Marketing Plan


August 1, 2017

It’s no secret that the usage of video in content material advertising is on the rise. And, it’s actually not a tactic to be taken flippantly. In truth, YouTube is now the second largest search engine on the internet and whereas video advertising is ceaselessly an afterthought, its worth calls for a front-runner place in your content material advertising plan.

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Here are 10 the explanation why organizations ought to embody video in content material advertising plans…

1. Improved search engine marketing

First off, using video in content material advertising efforts will little doubt enhance your search engine marketing. In truth, in keeping with Comscore, including a video to your web site can enhance the possibility of a entrance web page Google end result by 53 occasions.

Of course, that’s if you do it proper. Want to be taught extra about the right way to correctly optimize your movies for search? Check out these suggestions from Moz CEO Rand Fishkin.

2. Stronger Consumer Attention

Video have been confirmed to demand extra client consideration than some other medium. And whereas we’re in the midst of what some would possibly name a content-overload for customers, capturing consideration is vital.

“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

three. Higher Engagement

We’ve heard again and again that visible content material is the important thing to nice engagement. Video isn’t any exception. So if you’re contemplating what forms of posts to schedule on social networks in the approaching weeks, assume video: audiences are about 10 occasions extra more likely to have interaction, embed, share, and touch upon video content material than blogs or associated social posts.

four. More Video-favored Technology

With the elevated consumption of video and the ensuing rise in manufacturing, applied sciences are leaning an increasing number of in the direction of favoring the video-marketer.

Consider Facebook’s addition of the auto-play for instance. It’s exhausting to argue that a standing replace or hyperlink to an article calls for as a lot consideration as a video in your newsfeed.

5. Greater Optimization Opportunities

How a lot of your newest weblog submit did readers eat? Did they re-read components of it? Or come again to it later and browse it once more? Did they share it with pals? The fact is, it’s fairly exhausting to reply these questions on text-based content material.

Video, then again, has this suggestions loop constructed in. Measure click-through charge, drop-off factors, or variety of occasions watched. You may even drill this all the way down to a person degree.

It all boils all the way down to this: the suggestions loop for movies means what’s working and what’s not. Now to deal with extra of the stuff that’s working!

6. Higher Retention Rates

65% of viewers watch greater than ¾ of a video, which is greater than we are able to say about text-based content material. So you probably have a message to get throughout (and why wouldn’t you should you’re creating content material?), video could be the way in which to go.

7. Better Email Click-Throughs

You slaved over that e mail copy for days and it incorporates vital data in your clients! But does it resonate? Will it drive outcomes? Will recipients even learn it? Enter: video. The use of video in emails has been proven to double click-through charges. More efficient emails? Yes please!

eight. Rise in Accessibility

While making a video used to take many months and plenty of hundreds of , the manufacturing of nice video content material has turn into far more reasonably priced in the previous few years. Companies like VideoMakerFX, GoAnimate, and Sellamations make the creation of video as straightforward as writing a weblog.

9. Stronger Emotional Connections

Video is probably the most highly effective solution to evoke feelings on-line. It’s King as a result of it provides a slew of attributes above and past conventional content material like tone of voice, face expressions, and music, to call a couple of.

While chances are you’ll not have really feel the instant have to run out and purchase a product from an emotion-filled video, they are going to possible be at play in a while in a extra refined and unconscious method. Evoking emotion in advertising has been confirmed to positively influence client decision-making, even in B2B markets.

10. Increased Conversions

The primary purpose for utilizing video in your content material advertising plan? Video converts extra clients. Simple, proper? Recent analysis exhibits that 71% of entrepreneurs say video conversion charges outperform different advertising content material. Need we are saying extra?


That’s it: 10 causes you merely can’t ignore video any longer, and why we imagine you should embody video in content material advertising plans.

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Kimbe MacMaster

Kimbe MacMaster

Kimbe is the earlier Manager of Content Marketing at Vidyard. She loves all facets of content material advertising and has a particular place in her coronary heart for utilizing video to drive actual enterprise outcomes. She can also be reasonably (okay extraordinarily) obsessed together with her fluffy chow chow, Noah.



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