Video consumed 66 percent of consumer internet traffic in 2013 and it is expected to be 79 percent of traffic by 2018, according to the Cisco Visual Network Indexing Network. How often do your videos show up in that traffic? Here are five powerful types of videos that should be on your company’s radar.
As more of you expand your efforts in video content marketing, you undoubtedly know (and have been told) that a call to action (CTA) is an absolute must have. That all-important prompt encourages someone to actually do something and it offers an opportunity to evaluate your video’s effectiveness.
Advice on how to weave an engaging and tightly integrated CTA into your video is much less decisive. Create a funny and personal or slick-motion graphic? Incorporate in video or description? The fact is that there is no single answer. The secrets to crafting a great CTA depend on your unique circumstances.Continue Reading
Editor’s note: In his new column for Chief Content Officer Magazine, Andrew Davis is dishing out content marketing guidance to unsuspecting targets… whether they want it or not. This time, Davis serves up unsolicited advice to video hosting company Wistia, which recently canceled its regularly distributed video series called Top Hat Tuesday Tips. Continue Reading
In an upsetting blow to marketers everywhere, research indicates that over 70 percent of marketers failed to deliver quantifiable results for their efforts in 2013.
While there’s much to be said for experimentation with new tactics, there’s also a harsh reality here: A huge majority failed to track and attribute marketing spend to closed business. As budgets continue to increase, this tracking is critical to understanding whether your content strategy is effective. Without a means of evaluation (or by ignoring the data you have, which is even worse), you’re letting your gut dictate your content marketing decisions, instead of letting your audiences’ preferences determine your direction.Continue Reading
Go ahead. Do your own research and see if you can find meaningful insights and data on measuring, benchmarking, tracking, and optimizing online video content. No doubt, you’ll end up as frustrated as I was. And you’ll find that most of the information out there is focused specifically on online video advertising.
I am still hopeful that one of these days marketers will wake up to the fact that online video content is not just about advertising. The real evolution is the huge shift to video for almost every other form of content and communication: employee communications, product videos, how-to tips, customer reviews, brand stories… you get the point.Continue Reading
In theory, videos should be one of a nonprofit marketer’s most powerful tools. No content on the web today has the same viral potential of video, and few forms of content can match it for immediacy. In the span of a few minutes, videos can transport audiences to the front lines of an organization to experience compelling stories by sight and sound — the sort of up-close-and-personal impact that’s usually reserved for in-person meetings. As an added bonus, the potential audience for video content is virtually limitless, from conference attendees to readers of virtual annual reports to casual viewers on YouTube (the third most trafficked site on the internet today, behind Facebook and Google).
But in practice, many nonprofits are still lacking results. A 2014 report from the Content Marketing Institute reveals 92 percent of nonprofits in the United States are engaged in content marketing, yet only 26 percent deem their current content marketing campaigns effective. Continue Reading
Despite the popularity of video, there’s still a common misconception that you can create tons of video content, throw it up on YouTube, and pray to the marketing gods that it attracts attention. However, this kind of wishful thinking is crazy. Video marketing involves more work. It has to be timely, relevant, memorable, and most importantly, optimized if you’re going to see any return on investment.
Just as you optimize landing pages and build full campaigns around a piece of written content to ensure it performs, you have to do the same with videos. In other words, you can’t bank on “going viral,” but you can add some leading-edge customization to video content to make sure it drives business. Continue Reading
Since content marketing has become the foundation for many online marketing strategies, countless companies have adopted webinars as a primary tactic for entering the online content game. Webinars are a great way to reach out to your audience and share your expertise, be more visible online, and provide thought leadership on a regular basis. If executed properly, they can offer clear and specific value for prospective customers and ease them down the sales funnel. Continue Reading
[Editor's note: Happy Holidays! This week, the editorial team at Content Marketing Institute wanted to share some of the best content marketing blog posts we've seen from the CMI Online Training and Certification program's roster of expert instructors. Today's post originally appeared on Shelly Bowen's Pybop LLC blog on April 25, 2013.]
“Video today is like desktop publishing was 15 years ago — everyone thinks they can do it,” a colleague said recently. And the fact is, anyone can create a video. A video worth watching? That’s a whole ‘nother story.