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Content Marketing

Video: The Future of Content

Skoda Minotti Strategic Marketing examines five of the latest digital marketing trends in our new e-book: 2018 Digital Marketing Trends. In our first chapter, we address the increased role video is playing in content marketing strategy, and how you can incorporate it into your content program.

Video continues to be front and center when it comes to engaging website visitors, and we expect it to gain even more traction this year. Video has taken on increased importance in content marketing strategy as the fastest-growing way to deliver relevant, valuable information in the way your audience wants to receive it. Video is flexible and easily accessible to your audience, and it has become far less expensive to produce.

At their recent annual conferences, both HubSpot and the Content Marketing Institute featured numerous sessions on the inclusion of video as an essential element along the buyer’s journey. In fact, according to HubSpot, 90 percent of customers report that product videos help them make purchasing decisions.

So, how and where do you incorporate video into your buyer’s journey? First, you should definitely consider using video on your site’s homepage as well as your landing pages and content offers. This helps to engage visitors and keep them on your site. Video can be used in pre-roll ads, which run before you watch another video on YouTube or news site. Use videos in this manner to brand your business, or to introduce or explain your services/products. You may also want to use video segments as retargeting ads, serving these up to people who have previously visited your site to explain your services/products in more detail. The key is to be strategic with your videos before you produce them. As you are planning and storyboarding your video(s), think about how you can break a longer video into segments for the different purposes outlined above.

The nice thing is that you no longer have to engage the services of a production company to shoot video. Online video tools, such as Animoto and iMovie, are making it easier for companies to create and control their production costs…not to mention social networks like Facebook and LinkedIn that make it easy for anyone to create and post videos.

VideoScribe is another tool that lets you take a complex topic and break it down into easily understood panels through a whiteboard animation. For example, in less than two minutes, we utilized VideoScribe to describe the qualification process for research and development tax credits. (Sidenote: try to keep your videos to two minutes or less—preferably closer to one minute.)

TPA video


More than half (52 percent) of marketing professionals believe that video is the content with the best ROI, according to HubSpot. But how do you measure how well your videos are working for you? There is no doubt that video will improve your site’s SEO. That’s why it’s important to keep an eye on video analytics to determine how it improves time on site, engagement and ultimately, conversions.

If you are not yet convinced of the meaningful role of video in your content marketing, consider this: Video is projected to claim more than 80% of all web traffic by 2019, according to a recent study from Cisco. Users tend to remember video more than they remember text, and they are far more likely to share videos they find useful. By including video in your content, you will move your prospects along the buyer’s journey and improve your opportunity for conversions.

To learn more about the latest digital marketing trends, click here to download our free e-book, 2018 Digital Marketing Trends.

To discuss digital marketing strategies that will deliver result for your business, please contact Matt Seitz at 440-449-6800 or email Matt.

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