There’s no denying that video has become an increasingly powerful tool for content marketers.
But it’s not just that video is big right now – it’s that it’s getting bigger. Earlier this year, Social Media Examiner reported that video was the number one area where marketers planned to increase their investments for 2012. As a result, online video usage rose 12% amongst B2B content marketers, according to a recent Content Marketing Institute (CMI) survey.
For companies, interest in video content is obviously linked to the popularity of online video in general (in case you haven’t heard, YouTube averages 4 billion hits each day). And the rise in tablet adoption has certainly made videos more accessible for mobile viewers as well. But the truth is, video production has also become easier (and less costly) than ever before. As CMI founder Joe Pulizzi points out, the combination of new technology and the sheer cost of video production has reached “a point where there are no barriers to entry” for companies.
So what role is video playing in the world of content marketing today? We compiled some of the most compelling numbers and use cases from around the Web to help tell the story of online video marketing and the different ways organizations use it to drive more business.
Why you should harness the power of video for marketing SUMMARY: Video marketing can be a powerful tool capable of establishing your company's credibility and building engagement with potential customers, writes Ben Bernstein. Many "people now enjoy watching videos because they feel that they are more engaging and interesting than reading," he notes.
SUMMARY: Video can be a powerful tool for social media marketers, and it's possible to incorporate video content into most social platforms, Andy Havard says. Every social network has its own best practices for posting videos, but users will be well-served by developing a reputation for sharing original content and for engaging with followers, he says.
We've been working the last few months on getting some video equipment for DK New Media.
Here’s a breakdown of the list of equipment and approximate prices:
Camera – Canon EOS Rebel T3 12.2 MP CMOS Digital SLR Camera with EF-S 18-55mm f/3.5-5.6 IS II Zoom Lens & EF 75-300mm f/4-5.6 III Telephoto Zoom Lens + 10pc Bundle 16GB Deluxe Accessory Kit. Cost is about $550.Microphones – Sennheiser EW 112P G3-A omni-directional EW system. By far, this was where most of the attention was with our videographers and they warned us not to skimp. Cost for each is $630! Ouch.Recorder – Zoom H2n Handy Handheld Digital Multitrack Recorder Bundle. This also has a very good set of built-in stereo microphones in the event you need them. Cost is $200.Lighting – CowboyStudio 2275 Watt Digital Video Continuous Softbox Lighting Kit/Boom Set. While LED lighting provide much more granularity and don’t take up as much space, they’re incredibly expensive (about $1,600). This cowboy studio kit has to be well-taken care of but will provide the lighting you need to get good videos off the ground. Cost is $220
Responsive marketing sits at the core of the content evolution that many companies find themselves trying to navigate as they pull together newsrooms,command centers and media operations which are designed to help brands act more like publishers
Why marketing videos are worth the effort SUMMARY: You may be able to differentiate your brand from the competition by posting videos on social media that show off your company and its products. Data show that online videos are popular and that social sites such as Facebook and Twitter are increasingly being used to share content.
Video app Vine's simple design and integration with Twitter have helped create buzz in the business and marketing world. Interested? Here are six steps to help you get started with Vine
1. Is Vine Right for Me? 2. Have a Purpose Even though apps like Vine can be exciting, new tools for marketing, it is important not to rush into using them without a clearly defined purpose.
3. Have a Plan If Twitter is a micro-blogging platform, Vine is a micro-storytelling app. You will need a micro-plan (like this video planning template).
4. Be Creative
5. Keep Content Fresh If your content looks and feels like something that could have been an Instagram photo, it probably should have been just that. Your audience will skim right over boring content, so avoid sharing your meals in a video-format and stick to the good stuff.
Video is powerful because it shows there are people behind your business, which is important for building a strong brand that people can relate to. But how can you integrate it into your content marketing strategy effectively?
Know Your Audience
Before you can put together a video that will be relevant to your audience, you need to know precisely who that audience is. It’s important not to try to appeal to everyone – instead, figure out your archetypal customer. Two tools to help you do this are Sally Hogshead's 7 triggers of fascination and a simple guide to creating a customer persona. This’ll smooth out the rest of the process, because it’s much easier to figure out what to say to one person than to 1000....
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