There’s a good chance you’ve heard that cash is king. Well, in the world of digital marketing, content is also king.
The content you push out into the world says a huge amount about your business. From a short social media caption to a full 20-page whitepaper on your website, you’re telling your audience more than just the raw information it contains. How you say it, where, and when, all infer something about you, too.
Many businesses are starting to appreciate the value of written content, but far fewer realise the power of strong video content.
With this in mind, here are eight solid reasons why you should consider including video as part of your content marketing strategy in 2020, with the facts and figures to prove it.
1. Don’t get left behind – everybody else is using video content marketing
A whopping 81% of businesses are now using video as a marketing tool, which is a 63% increase over the past year (HubSpot). While you don’t want to blend into the background and mimic anybody else, you also don’t want to get left ten steps behind.
Your customers are going to expect to see video content and might develop a negative perception of your business if you aren’t delivering it.
2. Make sure you’re not shouting into an empty room
Research by Google found that 60% of people would rather watch online videos than television and HubSpot revealed that 55% are viewing online videos on a daily basis. This means that pumping time, skills and money into creating text-heavy content could now leave you shouting to the wrong crowd. Text content is essential for your marketing plan, but consider mixing it up a little, too.
3. YouTube is the second most popular search engine
YouTube has been proven to be the second most popular website after Google and therefore, a super strong contender in the world of search engines. You work your socks off to climb the Google search ranks but your visibility could take a serious knock if you aren’t optimising with video content too.
4. Give your customers the content they want to see
People prefer to consume video content these days, even your B2B customers – not just your B2C audience flicking through Facebook on their phones before bed. In fact, Wordstream found that nearly 60% of executives would rather watch a video than read text.
5. Stay up to date with your social media marketing
A big important person at Facebook revealed predictions which suggest that the platform will be made up of 100% video – and no text – by 2021. If you want to make a success of your social media marketing strategy, it’s time to start implementing some video content.
6. Keep your marketing and promotion tactics fresh
HubSpot found that a vast 72% of customers would rather learn about a product or service by way of video. So, if you want to get your product or service in front of new and existing audiences, you need to present it in a way that people want to receive it.
Additionally, Insivia found that customers retained 95% of a message when it was consumed through video, as opposed to the 10% retention of a message delivered through text.
7. Video is a proven way to boost conversions
HubSpot also discovered that including video on a landing page can boost conversions by up to 80%. Yes, you read that correctly, 80%. If that isn’t a good enough reason to brush up on your video editing skills then what is?
8. It’s shareable content that will spread your brand message
Video is shareable – it’s everywhere you look. Creating this type of shareable content will encourage circulation of your brand messages and promotional materials far more effectively than text, it seems.