Why Video will Dominate Content Marketing in 2017

So you’re thinking about adding video content to your marketing strategy?

You’re certainly making the right decision.

This year, almost 70% of all consumer web traffic, this naturally includes both mobile and desktop, will be the result of video content, according to research by the multinational tech conglomerate, Cisco.

But you need to understand that it isn’t going to expand your business, magically, overnight. However, once you start using video strategically to accomplish specific business goals, you’ll definitely see serious returns, because…

Producing HQ Video is Cheaper than Ever

Today, producing HD videos isn’t cost-prohibitive like it was just a few years ago. As a matter of fact, if needed, you can produce a quality video with nothing more than a smartphone and a few cost-effective apps. But if you want to purchase professional equipment before you start producing videos, now’s the right time.

Quality cameras and studio microphones are dropping in price. According to statistics released by BLS, between November 2015 and October 2016, consumer price of audio and video products fell 15.5%. And as the world is becoming increasingly digital, editing software is becoming cheaper as well.

But that’s not, all, you consumers are also becoming increasingly tech-savvy. Their smartphones and tablets now have far more capacity to handle video, mostly since we have…

So Many Outlets for Video Content

Few years ago, there were far less places to upload your videos where consumers could see them, but these days, you could easily place a few videos on your site, landing pages, and you can even send them via instant messages, text messages and emails.

Let’s not forget social media platforms like Twitter and Facebook. The latter is especially making a hard push into the world of video, because even though the written word is still playing a large role on the network, company’s vice-president, Nicola Mendelsohn predicts that Facebook will be “all video” in less than five years.

And you’ve probably noticed that we didn’t even mention YouTube. That’s because, apart from Facebook, the site receives more unique visits than any other channel on the Internet. According to YouTube usage statistics, over a billion people visit the site every month due to the fact that…

Video Content is Naturally Engaging

In the age of information overload, your small business has to offer engaging, easy-to-digest content if you want your consumers to pay any attention to your brand. If not, they will simply walk away and move on to something else. But video does this very, very well. According to Forrester research, one minute of online video is worth around 1.8 million words.

And most people will simply view your brand in a more positive light after watching something interesting. The playing field has officially been leveled. Simply put, while it helps to have a multi-thousand-dollar production, you can still add value to your strategy with a video filmed on an iPhone.

On one hand, some people enjoy crisp, high-quality content, with good production value produced by companies like Alexander Thomas Media. But when it comes to sharing videos on the fly, some users don’t have anything against small-scale videos, created on a tight budget.

Final Thoughts

The effectiveness of video content isn’t a secret anymore.

As a matter of fact, most of your colleagues are either already using it, or are at least planning to. According to Content Marketing Institute’s latest B2B report, nearly 80% of marketers are starting to utilize video in their content marketing campaigns.

So you have to be prepared for a ton of competitors. And if you want to stand out, you’ll have to be creative – not only with your videos, but in campaigns your build around them. And even you’re working with only an iPhone – don’t worry – because creativity wins over production value every time.

If you get that right, video won’t just dominate content marketing in 2017 – it will also help you dominate the market with your content strategies during the next twelve months.

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Andre Bourque (SocialMarketingFella) is Editor Emeritus of Technorati.

He covers emerging trends and news in social, mobile, cloud, and related technologies.

Based in San Francisco, he can be contacted via his social channels and at: andrefbourque@gmail.com

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