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Video is King: The Importance of Video in Content Marketing4 min read

According to impactbnd, 7 million people in the U.S watch online videos every day and by merely mentioning the word “video” in the subject line of an email, the click-through rate increases by 13%. 

Video content truly is king. As brands, businesses, and individuals create compelling content that engages and informs, they should consider the power of video and its ability to also influence the audience.

James Wedmore of  talking head studio and a leader in online marketing with more than 8 years teaching online video marketing, said this:

Video is an effective form of communication that needs to be integrated into each and every aspect of your existing marketing efforts.

At Sharp Innovations, we encourage our clients to use video and animation in their storytelling and marketing efforts as much as possible. Whether it be in a blog post, a website animation or in an email marketing campaign, anytime video can be utilized is a good thing.

The goal for any website or platform is to keep your user engaged for as long as possible. Video does that; it engages the audience. Following blog posts, video is the preferred content type on websites. Team up video with a blog post and you have an ideal setup for audience engagement.

Types of Video Content

People don’t realize that there are many types of video content that can be created for any given platform. When you are thinking about what type to create, consider some of these options:

  • Webinars
  • Q & A Sessions
  • Product Demos
  • Behind the Scenes of Live Events
  • Livestreaming

Engagement is key. Just because you are the one on video doesn’t mean that you have to be doing all of the talking. Livestreaming, for example, doesn’t require your narration. It’s a popular format in video content marketing right now and easy to do! While filming a live event, you can interject with requests for suggestions or comments and make your viewers feel like part of the conversation. Audiences on livestreams are some of the fastest growing audiences.

Where should I publish my content?

You’ll need to know your audience well to determine the best platform for your video. You’ll want to choose the platform that will best match the demographics of your customer base and/or potential customers

  • YouTube
  • Facebook, Instagram, Twitter
  • LinkedIn
  • Vimeo, Snapchat, TikTok
  • Email
  • Your website

YouTube is nearly crucial for any kind of video content or marketing. It is the internet’s second largest search engine. When you publish a video on YouTube, you not only expose it to the YouTube audience and this large search engine, but you also make it easy to embed the video in other digital content. Marketing experts from had this to say about YouTube

As you can see, the data says it all: YouTube is your best channel to use for video marketing. You can enjoy boosts in SEO, build your traffic and brand awareness, expand your social reach, market to audiences overseas, improve your ROI, and diversify your video marketing strategy with multiple channels.

Another thing on publishing: It is really important that you repurpose your video content for a wide array of formats. This is much easier than it sounds and can have a major impact on leads and engagement. An interview video can easily convert to an audio-only recording or podcast which then could convert to transcribed notes. The possibilities for repurposing are endless.

The benefits of video marketing

I am sure you are wondering about what positive effect video marketing can have on your business. After all, every business should think about the bottom line if it plans to stay relevant and hopes to grow.  Here’s what another thought leader, Jesus Meca of Real Focus Marketing had to say.

If you create the right message and help your customers create video reviews for your brand, you will create an army of mini-influencers that will help you create more exposure for your brand.

Additionally, full-time marketer and content creator Robert Weiss believes that:

Business decision makers love online video because it gives them the most amount of information in the shortest amount of time.

If you create compelling content, and commit to good storytelling, effective communication and client value-focused services, your video content can produce massive positive results. It can provide your customers a peek into who you are as a business or what you have to say about a subject in a short amount of time. You may see more of your email campaigns opened, increased followers on all your platforms and quite possibly get leads you didn’t ask for or chase. The possibilities abound.

So we encourage you not to forsake video as you engage your marketing plan. Go out and shoot that video!

a camera recording two men