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Do You Know Who is the Rising Start Among Content Marketers

April 23, 2012 By


Keeping with tradition, print garnered the majority of budgets (58.7%) in 2011. Investment in electronic content formats, such as websites and email, were down slightly, yet spending on other forms of content marketing, which includes events and video – rose 44.4%, according to eMarketer

Just as gold must be sourced, mined, processed, shaped and hallmarked to become desirable pieces, so too must high-quality content in regards to its format.

With nearly 55% growth expected this year, online video will be the fastest-growing ad format in 2012, eMarketer estimates. One factor behind video’s high growth rate is its relatively low base of spending.

According to Outbrain research, nearly 87% of US brands and agencies leveraged videos for their content marketing programs. From the figure below we can see – the importance of this dynamic, visual content format becomes very obvious.

video content marketing

On the other hand, ContentWise and Custom Content Council found that 52% of North American companies used video for content marketing in 2011, a number that has increased sharply since 2009.

content-marketing-format

When comes to online content distribution and sharing (videos, articles and blog posts), nearly 96% of US brand and agency marketers turned to social media. Paid search and display advertising were also used by approximately 78% and 76% of respondents, respectively.

To success in the video content marketing, I think creating compelling content that feature on your website or blog and repurpose it across the digital ecosystem in a smart way is the key. You need to create a video that people would want to view and share beyond the event, not just create a video for the seek of trend.

Remember the Value Proposition that content marketing brings. Instead of selling with a megaphone, sell with value by giving value.

As always, new technology and creative thinking can foster deeper engagement between you and your viewers.

Ann Liu

Need help? Have projects to work together? - contact her. Ann is an energized internet marketing professional with enthusiastic, author, infopreneur & e-marketing consultant. She is also a passionate blogger. Follow her on twitter @bblweb, connect with her on Facebook and Google Google Plus as well.

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