Modern day marketing is all about presentation. The way you present your marketing message to your target audience holds a tremendous amount of sway with them. The most brilliant idea presented in a sub-standard, outdated manner has the ability to kill its spirit right on the spot. This is where content marketing comes into the picture.
Content marketing is a focused approach to marketing. It studies the market and delivers content that is directed to attract a specific target audience. Keep in mind, to keep an audience interested, the content should be dynamic and constantly evolve according to the newest trends, while at the same time providing helpful information that creates a favorable impression towards the brand. These factors work collectively towards moving the customer closer to a conversion.
How content marketing works?
Never underestimate the intelligence of a customer. If you’re trying to sell a product or a service you shouldn’t try to convince the customer to buy it. Instead of pitching your product what you need to do is deliver information, make your customer aware of what your product is about and not only what you have to offer which leads to a desire to buy the product. Your job is to keep the customer informed. Note that this involves a lot of communication between the customer and the seller.
When content marketing made its debut, it was through text-based content in the form of physical white paper promotions, newsletters, blogs, articles, and emails. In short it was all about words. But today, nobody has the time or the patience to read those words. We have evolved and so has content marketing. Consumers want and need more interactive and attractive options and they will not settle for words anymore.
What Do the Statistics Reveal?
According to statistics, in 2015, the number of video viewers surpassed 200 million in the United States alone. It is one of the most popular activities worldwide, with South Korea leading at a 96 percent online video reach. It goes without saying that video is the best mode of selling anything.
So if you’re thinking about an alternative to video, don’t. There is nothing as effective; it is time to join the revolution. If you don’t have a video marketing strategy for the biggest platforms then you are losing out.
Why Video Rules Content Marketing?
If it is the cost you are worried about then think again. These are not the dark ages anymore. Video is not an option only for big corporations. You don’t need an astronomical budget. Nearly everyone has the access to a decent quality camera phone nowadays. All you need to keep in mind is the camera should be HD. There is quite a number of free or cost-effective video editing software available out there just for such a purpose. Videos once edited can be uploaded onto video streaming platforms. These videos can also be embedded onto a blog or a website or even a social media platform. Small businesses can now join in the video revolution without further ado.
Still not convinced about the boons of video streaming? Here are a few more reasons why video streaming should be adopted pronto.
- Recent research has shown that 71 percent of the consumers prefer video content, for the customer conversion rate of a video outperforms any other marketing content method.
- Also videos have the ability of drawing more attention. We have already seen the statistics of video viewers in the United States. There is also an overload of content which discourages a viewer from even wanting to take in more information but video is easier to assimilate and preferred and capturing the attention of a consumer is important.
- Your content is more likely to be viewed if it is supplemented with a video link. In fact, if you add a video to your website, it improves your chances of being viewed since this improves your Search Engine Optimization, thereby increasing your chances of appearing on the first page of Google search results by 53 times.
- Opinions matter. A consumer is more likely to comment on or share a video than any other article or post conveying the same information.
- Information relayed through video has a greater ability to be retained than any other mode of information.
- It is not possible to check on each viewer to figure out which part of the article was liked or viewed most or how many times but a video has a feedback loop built in. This loop records the number of times watched and measures the click-through rate to such accuracy that it is even possible to bring it down to the level of an individual.
- The exact tone of your message is delivered only though video. While reading a blog, the message can be received in many ways, some may even be unappealing but through a video your every emotion can be transmitted bringing out the essence of your product effectively.
Now that you have been convinced, here is another detail to be noted. It isn’t enough to just post a video online. It is also important to review your platforms. Since 2015, Facebook has been getting even more daily minutes watched than YouTube which has been the largest video streaming website available. Snapchat and Twitter viewers too have taken branding to a whole new level. YouTube is huge, agreed, and it is swarming with content so it is very likely to lose your content among the millions others vying for attention on the same platform. Facebook on the other hand is more personalized. If you post a video directly onto Facebook you are placing it onto Facebook’s Newsfeed algorithm, which means you get an even larger viewer base and your community grows by leaps and bounds, creating the ultimate marketing network.
If you want to stay current and reap the best benefits for your company, video marketing is the way to go because let’s be realistic, all the other marketing channels are as good as void since the advent of video. If you need professional assistance for making video the star in your content marketing campaign then check out Primcast’s expertise in this context.