Content is King.
In today’s marketplace content is king. And appropriately so. This, finally, is the age of “empowerment” marketing. Consumers want relevant and timely information to make enlightened decisions that align with their highly specific needs, goals and values. Consumer-to-Consumer marketing, by stressing community influence and advocacy, is evolving into a new C2C… Content-to-Consumer.
The Content-to-Consumer model emphasizes a unique Push-to-Pull strategy that drives inbound marketing campaigns and increases the likelihood of real, meaningful customer purchase intent. Marketers are pushing informative and compelling content to customers who return better informed. When customers come back, they reward the company with a stronger purchase decision.
Marketers can now provide a seamless experience, regardless of channel or device, to present relevant content and assets to an audience. Consistently, routinely, effectively.
That’s the promise of content marketing…relevant information coupled with personalized consumption through desired media. But, like all forms of directed marketing, “relevant” content can be subjective and the amount of content messaging can reach a saturation point.
Cutting through the content clutter is key.
Marketers must create content that is visually engaging. Messages have to be targeted, useful, and attractive. Yes, we are content-oriented consumers. But our time is precious, and we want our content in an easily consumed visual format. Video fits the bill.
According to the Cisco Visual Networking Institute global internet traffic from videos will make up 80% of all internet traffic in 2019.
Video, motion graphics, and animation are effective engagement tools that complement written content consumption. Video leads to increased time spent with a marketer’s information. Visual content enhances the viewer’s engagement experience in two ways.
First, more information can be communicated, further empowering the consumer’s decision. Second, the quality of the overall content interaction is improved. Viewers have choice in how they consume the information through favorite online and social channels.
This is the under-recognized value of online video content marketing. Because video offers significant audience engagement, it has the power to affect search rankings far more effectively than textual content or still images. By using website and social media to emphasize the impact, the content message becomes more accessible while simultaneously raising the content profile through search rankings. It’s a “virtuous cycle” of promotion. The same efforts make it possible to populate corporate Twitter feeds and Facebook pages with fresh content on a routine basis.
Next time, we’ll extend these thoughts with recommendations and insights to help you develop an effective video content marketing strategy for your audiences.
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