In 2018, digital ad spend finally overtook that of traditional media. Before the internet, marketing and PR were very different from one another. They were two distinct entities, and there was very little ambiguity about their roles in business strategy. Marketing dealt with advertising and PR dealt with keeping the company’s image looking good in the press. Today, digital marketing has blurred and softened some of these lines, although marketing and PR are still two different components of a solid business strategy.
One of the biggest changes in marketing in the last few decades has been the new mediums for content businesses create. With the audio/visual capabilities websites and social media have, it’s never been easier to leverage video content to improve your online marketing. With the rise of technology, it’s important businesses and young professionals keep up with digital trends, and are aware of all the communication and digital resources available, in order to be able to utilize them for your marketing strategy,
If you haven’t started using video in your digital marketing strategy yet, then it’s definitely time to start—all your competitors are already doing it. According to statistics from December 2017, 81 percent of businesses use video in their marketing (up from 63 percent a year before). Younger generations are capitalizing on the opportunity to create stellar content through video media too. Consider how you can improve your digital marketing strategy with the power of video.
When movies first made it to the big screen, people were thrilled. We humans just LOVE videos, and it’s as true today as it was in the early 1900s. Here are some reasons video does so well in content marketing:
It Increases Visibility
As a digital marketing strategy, video can help you get noticed by both your customers and search engines. Visual content can improve your ranking, increase your engagement on social media and make your brand more visible and relevant.
Customers today are sick of brands that put on a front and don’t engage authentically with their audience. Video comes across as very authentic because they feel like an interaction. While reading, it’s easy to feel disconnected from the company that created the content. With a video, you’re speaking directly and authentically to the audience and you make an immediate connection with them.
It Tells a Story
Storytelling is a key component of successful sales. That’s why customer profiles are often so powerful—they tell a story. It’s easy to create a narrative using video as a medium, and your customers will respond well to good storytelling.
It Taps into Emotion
Features don’t sell products. Emotions do. Video is a great medium for tapping into your customers’ emotions. Successful advertising campaigns that used emotional content sold at a rate of 31%, while logical ads sold at 16%. This shows just how much getting emotional can affect the bottom line.
It’s a Real-Time Tool
When you have an exciting announcement to make about your company, video can be a fantastic medium for sharing the news with your customers. It’s a real-time tool you can use to generate buzz—social media live videos are extremely popular and it’s a great way to make an authentic connection with loyal fans. Real-time video is raw, authentic and genuine, something today’s audiences love.
Who doesn’t remember the best Super Bowl commercials each year? While traditional TV commercials are normally pretty tired, great commercials are memorable. Great video content is more likely to stick with your customers as they think about their purchasing decisions—and they’re more likely to come to you because they remember your great content.
Getting Started with Video
When P.T. Barnum first started using PR tactics to promote “The Greatest Show on Earth,” few people could have predicted how much the mass media would change in the next hundred and fifty years. The role of video will continue to grow because nothing engages audiences emotionally better than video. That’s why it’s so important for businesses to embrace this trend—it’s not going away. By 2019, it’s estimated that 80% of content marketing will be made up of video content. You don’t need much fancy equipment to get started, but it is important to learn the basics of creating a good video people will actually want to watch.
Technology changes quickly, and it can be very difficult to keep up if you weren’t raised on the internet. It’s worth hiring someone who knows what they’re doing to produce video content. If you want to be a part of content marketing in the future, it’s necessary to keep up with technology and digital trends. Regardless of how your background, investing and utilizing video content is absolutely worthwhile for companies in just about every industry.