Lights, camera, action!

The success of your content marketing strategy boils down to one crucial factor: choosing the best medium through which to communicate your message and achieve your goals.

Among all the latest and greatest digital trends that marketers are adding to their repertoires, video stands out as a top contender — and for good reason. Video content gives you the opportunity to:

1. Create Engaging Content

Capturing your target audience’s attention is the first step to accomplishing any marketing goal. It’s no surprise that video content is becoming more and more popular, as it offers an engaging way to showcase products or services to consumers: people are four times more likely to watch a video about your product than they are to read written content about it.

2. Measure Performance Data

According to Aberdeen Group, “43% of video marketers are able to capture content metrics across all channels, whereas only 16% of non-video users have this ability.” To make the most of your content strategy, you must track its performance, and video marketing makes it easy to keep tabs on the metrics that matter. Once you have a solid understanding of what works and what doesn’t, you can build and maintain a video strategy that generates maximum ROI.

3. Build Trust

In the era of fake news, consumers are skeptical about everything they read on the internet — so it’s become more important than ever to find ways to build trust with your target audience. Instead of telling people how great your brand is, use video content to demonstrate your brand’s integrity and actually show them what your products or services can do. While words can be disputed, video footage is far more difficult to fake.

4. Sell More

Video content allows you to show off all your best products or services by giving viewers a firsthand look at how they actually work. Demonstration videos can be the determining factor for consumers who may be on the fence about their purchasing decision: in fact, 64% of customers are more likely to buy a product online after watching a video about it.

5. Improve Your SEO Ranking

Videos can also help boost your position in Google’s rankings. Animoto notes that having videos on your website can increase the chance of having a front page listing on Google by 53 times. It makes sense: Google’s job is to lead Internet users towards the most relevant results for their searches, and video content enhances the user experience, thereby making your site more valuable to those searching for industry-specific content.

6. Interact with Consumers

People often feel more comfortable interacting with a living, breathing person rather than a computer screen, and live video is a great way to facilitate these interactions. Consider setting up a live streaming event, inviting prospective customers to ask questions about your products or services.

7. Improve Clickthrough Rates

Adding a video to your email newsletters can boost clickthrough rates by 200-300%. This statistic alone should compel you to incorporate video content into all of your marketing efforts. After all, higher click-through rates improve the odds that consumers will actually move through the sales funnel and convert to paying customers.

8. Enhance Your Social Strategy

From Facebook Live to Snapchat Stories, amateur video content has taken social media by storm. Even as a brand, incorporating video can help enhance your social presence — an absolutely must in today’s digital world.

9. Extend Your Reach

Sites like YouTube and Vimeo make it easy to share video content using a link or embed code. If you produce videos that resonate with your fans, they can easily share your content via social media platforms or on their own websites. Any chance you have to extend your reach as a marketer is a chance you should take.

Longneck and Thunderfoot offer digital strategy services, including website branding, style guides, persona development, and audience segmentation. We’re a partner in making content work for your business. Learn more about digital strategy here.

Author Ami Foote

A graduate of the University of South Carolina, Ami is a staff writer at L&T. She has previously written for, Lowe’s Home Improvement, Britax Child Safety, and a variety of non-profits around the country. On a good day, you can find Ami obsessively consuming one or all of the following: folk music, NPR, black coffee, jeopardy, or Guinness.

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