Online video is gaining more traction every day as a source for content marketing. Most website visitors prefer video over white papers, case studies, even live demos with reps. And you should factor that into your 2016 content marketing strategy. Yes, it is time not to start planning for the next season.
It's no longer good enough to have a pretty looking site with common, keyword rich content. Content is king and if it reads naturally to you, then you can bet it probably does to Google as well but it is time to spice it up with a little action. Peope are not Google.
While looking at recent research two major trends emerged and each highlight the effectiveness of visual content marketing. They are the use of images and video.
Socialbakers.com looked at the top 10% of posts made by more than 30,000 Facebook brand pages and found that posts with photos or video saw the most engagement―accounting for a whopping 87% of total interactions.
Marketers who are using visual content are seeing significant increases in blog traffic, social media engagement, visitor-to-lead conversion rates and inbound customer acquisition. Visual media, in the form of images or video out perform the written word.
In the past year, YouTube has become the number two search engine in the world. This may lead you to the conclusion that we simply don't like to read anymore. But the video preference situation we're witnessing is much more detailed than that. So the question you may be asking yourself is: Why?
Susan Weinschenk, Ph.D. ―also known as The "Brain Lady", may have some answers for you. As a leading speaker, author and consultant to brands like Amazon, Disney, Walmart and South By Southwest, Susan brings a deep understanding of the psychology of customers and why they do what they do. She has uncovered four core, very human reasons we are drawn to video:
1 The Fusiform Facial area: ― This is a brain function that hard-wires us to focus on the human face as a gathering point for information and believability.
2 A Voice conveys meaningful information: ― The sound of a human voice speaking to us has an amazing way of converting information into meaningful content.
3 Emotions are contagious: ― The body language of emotions is appealing and we naturally love to share.
4 Movement grabs attention: ― We notice motion and that trait that runs deep in our collective anthropological DNA.
Don't panic and feel compelled to hire a video production company or an assembly of freelancers to write, design, shoot and edit your next video effort. Fortunately, the web provides several innovative options that make video a fast and simple to implement part of your marketing efforts. All you need is a fairly decent camera, a setting and you are ready to roll. Contact us today for more detail or a free consultation
Here's to having a prosperous and purposeful 2016!
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