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.
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.
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.