It’s widely recognised that online businesses will not be visible in search engines and social media if you are not publishing content. Essentially, content has replaced traditional advertising.
An analytical report detailing the state of digital marketing in 2018 revealed that 41% of companies can tie revenue impact directly to content.
The report also shows that visual formats such as video (52%) and images (51%) are the best performing content formats.
Subsequently, more organisations are planning to increase their content marketing budgets for 2019. Their priority for online marketing is to increase ROI and marketing efficiency.
And they are wise to do so. In a survey performed by Animoto, 93% of businesses report that new consumers reach out to them after watching a video about their brand or services.
The report also reveals 88% of marketers are satisfied with the ROI they get from videos posted through social media channels.
However, the challenges keep coming. Digital technology is consistently changing the way consumers engage with online content and subsequently interact with brands.
Social Video Tools
Social media is key to driving engagement and video has been earmarked as the content format that has the most impact.
Leading players in social and software are consistently updating their video tools and broadcasters are introducing new ways of luring consumers to digital platforms.
Netflix has been instrumental in driving the integration form traditional TV to online video. Their latest initiative is to enhance the customer experience by with an interactive function that enables viewer to choose how the story unfolds.
We are also seeing more collaborations between social media networks and video-sharing tech companies. Linkedin’s partnership with Vimeo is the latest ‘Publish to Social’ tool.
Snapchat is also making in-roads in the UK market by partnering with 17 premier content creators including Channel 4, Sky and The Guardian. The initiative will enable broadcasters to publish news shows lasting between three and seven minutes.
How Brands Are Using Video In Content Marketing
Consumer behaviour inevitably drives the content marketers create and the format you use. Today’s consumers are not interested in traditional advertising; they want entertainment.
Barcardi realised this at an early stage and have become masters of storytelling in their video ads.
Creating an entertaining customer experience is not lost of Levi either. The clothing company recently launched an AR campaign through Snapchat in a bid to “stay afloat.”
And Snapchat is proving to be a powerful platform for advertisers. In a campaign to encourage young Americans to register as a voter, over 400,000 voters signed up.
Domino Pizza is another brand that listens to its customers and, quite literally, delivers what they want. The pizza company’s latest campaign involves them helping to fix potholes in a response to customers worrying their pizzas would not arrive in one piece.
Content marketing is not just a matter of publishing content and generic videos. Brands have to engage customers in ways that entertain and connect with them on an emotional level.