How Video Has Changed the Content Marketing Game

how video has changed content marketing

Video: a content marketing mainstay

In the early years of digital marketing, video was seen as a costly, fringe accessory that a small fraction of consumers could view. Loading and buffering issues from low-speed and dial-up internet connections made it difficult for the audience to clearly receive the message, regardless of how great the content was. If you are old enough to remember it taking minutes for your computer to download one photo, let alone a video, you can appreciate the speed of today’s video streaming capabilities.

Two major shifts in technology and consumer habits propelled video into the prime marketing vehicle to reach the largest numbers of potential customers. The widespread availability of high speed and wireless connections and easy access to the latest smartphones. People now watch more from the palm of their hands than they ever did from the comforts of their home desktop computer.

Let’s Look at Video’s Rise to Respectability as a Powerful Marketing Tool.

With everyone around the world able to view, shoot, and post video content from smartphones, tablets, and other mobile devices, video viewership exploded and continues to increase 100% year to year. Many consumers will not make a purchase without consulting multiple product videos before making a selection. 

Search engines and digital marketers take notice of video’s power and include it as a legitimate form of content that can provide valuable information in a compelling way and generate website views to increase sales.

People Remember Content from Online Videos

Watching a video is a far more effective way to absorb and retain information compared to reading text or looking at photos. Videos can be used to showcase your business and highlight the products and services you provide. Online videos are now the most common way to deliver your business message and an essential component of a comprehensive marketing plan in the digital age.

SEO Drives Up Video Views and Website Visits

The same search engine optimization (SEO) principles and techniques that have been used for years to get text content on web pages to show up on search engine results pages (SERPs) are now being applied to video content. Getting video marketing content to show up in searches on Google, YouTube, and other prominent search engines will put your videos in front of people actively looking for your kind of business. Improved SEO rankings will drive interested consumers to your website and increase sales.

Don’t Forget about Social Media

Billions of people all over the world log onto social media platforms every day to scroll through their timelines for new content. Facebook, Instagram, Twitter, and the other networks allow you to access their massive digital communities with advertising and marketing opportunities that can reach your target audience. Video now dominates social media and is the most effective way to connect and engage with the largest possible groups of interested consumers.

Content is Still Key

Search engine guidelines for content have evolved over the years. A high priority is now placed on relevant, well-written, substantial content that is presented in a professional manner. Those same standards also apply to the content within web videos that appear on SERPs for the most important keywords and phrases. Meta descriptions and tags, thumbnail image alt tags, and transcripts and captions help search engines recognize your videos as legitimate, relevant content for specific keywords used by users. Additionally, professional script writing services have seen a boom since video marketing has exploded in popularity.

Professional web content writers are used to create content for videos that will get recognized by search engine algorithms and noticed by consumers searching for the kinds of products and services you provide.

So, What Does the Future Hold for Video Marketing?

When it comes to technology and user habits, it can be tough to predict the future. Try explaining the impact of social media in your life to your former self of 20 years ago (or your parents if you are too young to remember). One thing you can be sure of is that for the time being, videos are the foundation of online content and digital marketing and will remain so in the foreseeable future.

The widespread availability of mobile video content has changed the entertainment, news, social media, and marketing landscape. Video has transformed from an expensive, difficult medium to the primary way online users consume content. 

If you wanted to watch every single video downloaded on the internet for just one month in 2020, it would take you five million years to watch it all. One-third of all online activity in the world is users watching videos, and almost half of all internet users have watched at least one video online in the last month.

For these reasons and more, video marketing is now the most powerful tool to reach the largest target audience with content that drives them to your website and compels them to make a purchase. With everyone walking around with a mobile device that can view video and live streaming content, the competition is fierce with no signs of letting up.

Benefits of Using Video For Content Marketing Campaigns

Video is a highly effective way to increase your online presence and generate interest in your brand. Product, explainer, educational, and testimonial videos are essential components of any comprehensive digital marketing plan. The benefits of using the power of video for your content marketing campaigns include:

  • Improved conversion and bounce rates on your website
  • Video content is more easily absorbed and retained than text or photos
  • Improved search engine rankings for industry-related keywords and phrases
  • Reach a large, targeted audience based on demographic markers like age, income, and purchasing habits
  • Social media posts and paid advertising
  • Showcase products and services
  • High return on your marketing investment budget

Video Has Taken Over the Content Marketing Game

Quality, professional content writing remains valuable in the content marketing game, but it is clear that video is the dominant medium of the digital age and continues to grow in popularity and accessibility to the public.

As the world continues to deal with the constraints and restrictions to in-person contact, video will continue to play an important role in a wide range of communications and marketing uses and applications. When the pandemic subsides, video will remain a key element for online activity and digital marketing efforts.

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