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Why Video is Essential to Content Marketing

Tyler Holliday, Ytel |  
Take a good look at the leading companies in your industry -  you may note that some of them are moving into video as a primary content marketing feature. Follow the example of successful companies and make sure video is a priority in your marketing as well. There are more than a few reasons that video is essential to your content marketing. Let's go over some of the most prevalent reasons below.

If you want to stay ahead of your competition (or take the inside track and outpace them), you must take advantage of the marketing hacks that modern technology gives you. The professional video production that was available only to elite companies in previous business generations is now available to everyone. Consumers are responding, making video the number one type of content consumed on the Internet both in frequency and by total engagement.

If you want to stay ahead of your competition (or take the inside track and outpace them), take advantage of the marketing hacks that modern technology provides. Professional video production that was available only to elite companies in previous business generations is now available to everyone. Consumers are responding making video the number one type of content consumed on the Internet, both in frequency and by overall engagement.

You can press more information into less time.

Microsoft recently conducted a study that showed the human attention span is now shorter than that of a goldfish. You have less time than ever to make the case for your products, and video allows you to push that information into the hands of your consumers more quickly. How? You can access more senses at once - sight, sound and memory. Some people even say that the combination of sight and sound activates an olfactory response, which can trigger the memory sense as well. The overall benefit is the ability to speak on many levels at once to a potential consumer, keeping them more engaged and transferring more information about your product. The more familiar your product seems, the more likely the consumer is to convert.

You can distribute video more readily than ever before.

Video now has the ability to be played on virtually every laptop and mobile device - the hardware has finally caught up to the need. Wherever there is enough power to distribute video, people prefer it over any other type of communication. More than this, you can distribute video between channels. A YouTube video can be posted to your Twitter account, moved over to Facebook and shortened for your Instagram and Pinterest profiles.

Video has better ROI than any other communications format.

If you are moving into the digital space, video has the longest reach. Produce it once, and you can use it for years if the content is good. You no longer have to pay for continued distribution as you would have to in the traditional spaces of TV and radio. As long as you can drive traffic to your video site, you can play your video for no extra cash. If your video goes viral, you may not even have to pay for the initial acquisition strategies to bring people to you. Read more about social video ROI here. 

People value authenticity.

You need to have a superior product, but this is just to get you in the game. The way to convert new customers is to showcase your company culture. You can do this most effectively through video! People respond best to smiling faces who can communicate the nuances of humor and send other visual cues. Most of these cues can only be communicated through video. Video also makes you safely vulnerable. You are safe because your proprietary information is safe from malicious users, but just vulnerable enough that your viewers will appreciate your openness. 

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About The Author

Tyler Holliday, Ytel

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Tyler is fueled by the power of imagination and has a passion for connecting businesses to their customers and prospects through authentic marketing. Some advice he gives to other marketers is keep things simple, and always follow the golden rule… Measure what you market.


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