The web has become part of our day-to-day lives – with a massive 36 million brits using the internet on a day-to-day basis. Over the last couple of years Internet videos have become very popular and YouTube is now more popular than some national TV channels. It is well-known that human beings are drawn to moving images – creating content that catches attention is crucial when it comes to content marketing.

tv-content-marketingWatching TV has become a daily habit for many of us and this is the same with watching video content online. However, when it comes to video content marketing, were not talking about ads – we’re talking about original videos inserted into written editorial content to add depth.

With technology advancing at such a rapid pace it has never been easier to engage and communicate with consumers. Online content marketing videos can now be reached via mobile devices, tablets and so on – the combination of moving images, sounds, graphics and text capture consumers attention on a day-to-day basis, whether watching at home or on the commute to work, video marketing is everywhere.

The attention span of a human being when watching a video is about 4 seconds, so producing content that will catch viewers attention and keep them on your website is crucial. Creating video content is not easy, it requires significant level of ability and investment. This creates an entry barrier that can be leveraged to get a head start

The reason video seems to do so well could be down to the fact that video content marketing, if optimised correctly, can do really well on search engines. Try searching for any “How to…” or “tutorials”, videos often come on top of the results.  If you combine that with the fact that YouTube is now the 2nd most popular search engine, with 1 billion unique visits to YouTube every month, and keep in mind that video content marketing is certainly not limited to YouTube. That’s sure to give us an insight in where the future of content marketing is going.

Video SEO isn’t easy, but if you want a few tips on how to do it, take a look at these guides:

Video SEO by Wistia

The Kind of Video You Should Create for Your Business

Beginners Guide to YouTube optimisation

An SEO’s guide to video hosting and embedding

The Future for Video Content Marketing

Todays consumer isn’t what it used to be, so with the rise of online video on the increase with no sign of slowing down what can we expect to see from here on?content-marketing-with-video

If current trends in video marketing continue to grow (which is highly likely) it’s only going to be more difficult to hold the attention of the consumer of today through any other form of advertisement.

Consumers of today are constantly connected with on demand access to online video – it is literally in the palm of their hand. Video and quality content marketing is the best way to engage with consumers – unique, original content that stands out is what will grab the consumers attention. The competition is only going to get tougher, that is why it is important to get a head start.

Social media plays a large role when it comes to the increase of video content marketing. Videos do better on social media than text as people are more likely to share them Video content is constantly being shared on Facebook through YouTube, Vimeo and more recently Instagram and Vine.

Why should companies invest in video content marketing?

As we’ve said the trend in video marketing is not showing any signs of slowing down, consumers want relevant and compelling content right here right now. In order to hold a consumers attention, your content must stand out and as it stands video is the way to go. Nowadays people prefer to watch and not read and we must adapt to these preferences.

Investing in video content is worth it, if your content is of a high quality then it will stand out against competitors. Don’t just “make do” the investment will make all the difference and could be the deciding factor on whether it is successful or not. There is also an entry barrier, both skills and money, to video production which you can leverage to your advantage against competitors with low or no budget.

Not only is video content so much easier to digest than text but it also allows you to build a relationship with your audience. Video content allows audiences to emotionally connect with your brand on a more personal level.

When it comes to product videos the consumer is more likely to buy a product or service after watching a video. Product videos give consumers with a higher amount of trust in both your brand and the product/service – meaning they will be more likely to buy from you in the future.

Creating your video content

You should start with deciding what kind of video you will produce for your business.

When creating your video content it is important to come up with a good content strategy before you start production, you want quality content,  there is no use creating videos that will be of no use to consumers.

Video requires both skill and in most cases budget. It is important to be aware that not everyone is able to produce videos, however it you get it video right then you are sure to get a head start against competition.

If you need some guidance creating videos check out this post on How to Make a Successful Marketing Video .

There are many different ways in which video content can be created. Videos can be created in-house, with a video camera and some lighting – it really is as simple as that. You can create a variety of content from product videos, tutorials, thought leadership content and video news releases.

Are you using Video for content marketing, and if so how?

Tom Black
Tom Black

Tom Black is a Head of Search at Bootcamp Media Limited in Birmingham. Boot Camp Media.

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