Enhancing Content with Video Marketing

1. Enhancing Content with Video Marketing ENHANCING CONTENT WITH VIDEO MARKETING HOW-TO GUIDE

2. 2 Enhancing Content with Video Marketing How-to Guide As discussed in our Content Marketing Plan Playbook, video is just one of the content types popular among marketers today. Video falls under the larger umbrella of “content” along with articles, guides, whitepapers, case studies, eBooks, etc. However, the sheer growth of online video watching over the past two years has analysts believing that video could be the “go-to” content marketing format of the future. HOW-TO GUIDE “Watching online videos is now a mainstream activity. 78% of people watch at least once a week and 55% watch every day” www.threemotion.co.uk "500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute” www.youtube.com “Video is the most shared brand content on Facebook.” www,zuum.com Enhancing Content with Video Marketing Videos are not only affecting the Content Marketing realm, they are also making a big impact on Social Media. These statistics on video viewing and sharing behaviors are enough to make any marketer immedi- ately invest time in researching a Video Marketing program. Likewise, these statistics will certainly help when building a business case for Video Marketing to gain buy-in from senior management. This How-To Guide discusses why Video Marketing is the Content Marketing format for 2014, shares the benefits of Video Marketing, and introduces actionable items to get started on your Video Marketing program. Executive Summary Download the Demand Metric Video Marketing Playbook 2 Enhancing Content with Video Marketing How-to Guide As discussed in our Content Marketing Plan Playbook, video is just one of the content types popular among marketers today. Video falls under the larger umbrella of “content” along with articles, guides, whitepapers, case studies, eBooks, etc. However, the sheer growth of online video watching over the past two years has analysts believing that video could be the “go-to” content marketing format of the future. HOW-TO GUIDE “Watching online videos is now a mainstream activity. 78% of people watch at least once a week and 55% watch every day” www.threemotion.co.uk "500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute” www.youtube.com “Video is the most shared brand content on Facebook.” www,zuum.com Enhancing Content with Video Marketing Videos are not only affecting the Content Marketing realm, they are also making a big impact on Social Media. These statistics on video viewing and sharing behaviors are enough to make any marketer immedi- ately invest time in researching a Video Marketing program. Likewise, these statistics will certainly help when building a business case for Video Marketing to gain buy-in from senior management. This How-To Guide discusses why Video Marketing is the Content Marketing format for 2014, shares the benefits of Video Marketing, and introduces actionable items to get started on your Video Marketing program. Executive Summary Download the Demand Metric Video Marketing Playbook

3. 3 Enhancing Content with Video Marketing How-to Guide HOW-TO GUIDE Video is an extremely effective medium. “If your video ads prove enjoyable to a viewer, your chances of getting a sale increase by 97%, brand preference by 35%, and brand association by 139%” (www.unrulymedia.com). Brand recognition, brand selection, and revenue are highly-cov- eted objectives for any organization. Therefore, it seems that video would be a means to an end for those objectives. Consumers process visual content faster. “90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text” (3M Corporation & Zabisco). Biologically, consumers are programmed to handle visuals better. Theoretically, then videos will illicit action to content well before their textual counterparts. Search engines love video. According to Visibility IQ, “You can double your search traffic by having a video thumbnail in your search result.” It is clear that engaging in video marketing will increase the likelihood of garnering higher SEO rankings. Ultimately, your rankings will create more organic traffic to your website and lead to more interest in your company/brand. Video is highly preferred by Internet users. “One-third of all online activity is spent watching video” (www.mainstreetanalyst.com). There are hundreds of statistics, just like this one, illuminating the fact that video is the content format preferred by Internet users. Consumers are letting the marketing world know how they prefer to get their information. Enhancing Content with Video Marketing The rapid growth of video viewing and sharing provides marketers with many substantial motivations for utilizing video as a catalyst for a content marketing initiative. Video has become so popular for sharing content, that many researchers believe that video is the content choice of the future. While the list of reasons to choose video to support content marketing is lengthy, here is a short list of the most compelling justifications: Why is Video a Good Choice for Content? Augments Content Marketing Initiatives – As mentioned above, video falls under the unified umbrella of Content Marketing. Although Video Marketing is taking on its own entity, the ultimate goal is to supplement current content initiatives with the highly effective medium of video. Just as there are many reasons to develop a Video Marketing program under your Content Marketing umbrella, there is plenty of ROI that will follow a Video Marketing initiative. Below is a broad compila- tion of the projected benefits to a Video Marketing program: Benefits Of Video Marketing 3 Enhancing Content with Video Marketing How-to Guide HOW-TO GUIDE Video is an extremely effective medium. “If your video ads prove enjoyable to a viewer, your chances of getting a sale increase by 97%, brand preference by 35%, and brand association by 139%” (www.unrulymedia.com). Brand recognition, brand selection, and revenue are highly-cov- eted objectives for any organization. Therefore, it seems that video would be a means to an end for those objectives. Consumers process visual content faster. “90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text” (3M Corporation & Zabisco). Biologically, consumers are programmed to handle visuals better. Theoretically, then videos will illicit action to content well before their textual counterparts. Search engines love video. According to Visibility IQ, “You can double your search traffic by having a video thumbnail in your search result.” It is clear that engaging in video marketing will increase the likelihood of garnering higher SEO rankings. Ultimately, your rankings will create more organic traffic to your website and lead to more interest in your company/brand. Video is highly preferred by Internet users. “One-third of all online activity is spent watching video” (www.mainstreetanalyst.com). There are hundreds of statistics, just like this one, illuminating the fact that video is the content format preferred by Internet users. Consumers are letting the marketing world know how they prefer to get their information. Enhancing Content with Video Marketing The rapid growth of video viewing and sharing provides marketers with many substantial motivations for utilizing video as a catalyst for a content marketing initiative. Video has become so popular for sharing content, that many researchers believe that video is the content choice of the future. While the list of reasons to choose video to support content marketing is lengthy, here is a short list of the most compelling justifications: Why is Video a Good Choice for Content? Augments Content Marketing Initiatives – As mentioned above, video falls under the unified umbrella of Content Marketing. Although Video Marketing is taking on its own entity, the ultimate goal is to supplement current content initiatives with the highly effective medium of video. Just as there are many reasons to develop a Video Marketing program under your Content Marketing umbrella, there is plenty of ROI that will follow a Video Marketing initiative. Below is a broad compila- tion of the projected benefits to a Video Marketing program: Benefits Of Video Marketing

4. 4 Enhancing Content with Video Marketing How-to Guide HOW-TO GUIDE Provides Collateral for Social Media Marketing – Once videos have been produced, they are powerful entities that should be shared on all of an organization’s Social Media channels. Current statistics prove that video is one of the most highly shared content formats on the Internet right now. Increases User Engagement – By choosing to “play” a video, a viewer is already showing interest in your topic/product/service. With videos, viewers have the option of actively choosing content rather than just passively receiving content via email, advertisements, etc. Generates Engaged and Qualified Leads – When video content is strategically planned, produced, and distributed for a particular audience it is more likely to generate prospects that are invested in your product/brand/company. One-minute of relevant, engaging video content can be very powerful to the right audience and increase the likelihood of a viewer following a call-to-action. Enhances Brand Identity – Gaining an audience for your videos will improve viewers’ connection between your brand and the message you are providing in the video. For this reason, it is important to create a clear, relevant story that highlights the most appealing attributes of your organization. Improves SEO Efforts – As previously discussed, “search engines love video.” Consequently, the more videos your program produces, the higher your SEO rankings will become. Creates Revenue – Some organizations choose to make their videos fee-based, which would certainly provide more revenue, if presented properly. However, even organizations that open video content to everyone should expect a hike in revenue due to the other projected benefits listed above. A strategic plan for the production and distribution of a video marketing program will eventually help generate revenue. Produces Realistic Customer Experience – For those organizations that have little one-on-one contact with their clients, video provides a platform for organizations to show the faces of the organization and personalize communication to specific buyer segments. In comparison to other content formats (i.e. whitepapers, case studies, eBooks, etc.), video content allows organizations to gain a manufactured face-to-face interaction that allows them to connect personally with clients. Enhancing Content with Video Marketing Content Marketing covers a broad spectrum of formats; and each format has its unique purposes and advantages. However, current consumer behaviors and statistics are suggesting the viewers’ content choice for the upcoming year – video. The compelling justifications and extensive list of projected benefits for a video campaign encourage marketers to pursue executive support for this initiative. Furthermore, analyst predictions suggest video will be the content choice of the future; thus, it would be in the best interest of any organization to, at a minimum, prepare for a Video Marketing project this year. Bottom Line 4 Enhancing Content with Video Marketing How-to Guide HOW-TO GUIDE Provides Collateral for Social Media Marketing – Once videos have been produced, they are powerful entities that should be shared on all of an organization’s Social Media channels. Current statistics prove that video is one of the most highly shared content formats on the Internet right now. Increases User Engagement – By choosing to “play” a video, a viewer is already showing interest in your topic/product/service. With videos, viewers have the option of actively choosing content rather than just passively receiving content via email, advertisements, etc. Generates Engaged and Qualified Leads – When video content is strategically planned, produced, and distributed for a particular audience it is more likely to generate prospects that are invested in your product/brand/company. One-minute of relevant, engaging video content can be very powerful to the right audience and increase the likelihood of a viewer following a call-to-action. Enhances Brand Identity – Gaining an audience for your videos will improve viewers’ connection between your brand and the message you are providing in the video. For this reason, it is important to create a clear, relevant story that highlights the most appealing attributes of your organization. Improves SEO Efforts – As previously discussed, “search engines love video.” Consequently, the more videos your program produces, the higher your SEO rankings will become. Creates Revenue – Some organizations choose to make their videos fee-based, which would certainly provide more revenue, if presented properly. However, even organizations that open video content to everyone should expect a hike in revenue due to the other projected benefits listed above. A strategic plan for the production and distribution of a video marketing program will eventually help generate revenue. Produces Realistic Customer Experience – For those organizations that have little one-on-one contact with their clients, video provides a platform for organizations to show the faces of the organization and personalize communication to specific buyer segments. In comparison to other content formats (i.e. whitepapers, case studies, eBooks, etc.), video content allows organizations to gain a manufactured face-to-face interaction that allows them to connect personally with clients. Enhancing Content with Video Marketing Content Marketing covers a broad spectrum of formats; and each format has its unique purposes and advantages. However, current consumer behaviors and statistics are suggesting the viewers’ content choice for the upcoming year – video. The compelling justifications and extensive list of projected benefits for a video campaign encourage marketers to pursue executive support for this initiative. Furthermore, analyst predictions suggest video will be the content choice of the future; thus, it would be in the best interest of any organization to, at a minimum, prepare for a Video Marketing project this year. Bottom Line

5. 5 Enhancing Content with Video Marketing How-to Guide 1 2 3 Learn More About Content and Video Marketing Evaluate Your Organization’s Preparedness for Video Marketing Create a Business Case for Video Marketing Download our Content Marketing Plan Playbook and Video Marketing Plan Playbook. Review these methodologies to see how they work together and how you can get started on a Video Marketing program to enhance your Content Marketing initiatives. V I E W R E S O U R C E V I E W R E S O U R C E Action Plan STEP 1 - Learn More About Content and Video Marketing 4 Strategize For your Video Marketing Initiative Explore Content Marketing and Video Marketing Plans Follow this simple step-by-step guide to create an effective video marketing plan and produce engaging video content to support your marketing goals. VIDEO MARKETING PLAN Playbook & Toolkit Video Marketing Playbook Content Marketing Plan Playbook 5 Enhancing Content with Video Marketing How-to Guide 1 2 3 Learn More About Content and Video Marketing Evaluate Your Organization’s Preparedness for Video Marketing Create a Business Case for Video Marketing Download our Content Marketing Plan Playbook and Video Marketing Plan Playbook. Review these methodologies to see how they work together and how you can get started on a Video Marketing program to enhance your Content Marketing initiatives. V I E W R E S O U R C E V I E W R E S O U R C E Action Plan STEP 1 - Learn More About Content and Video Marketing 4 Strategize For your Video Marketing Initiative Explore Content Marketing and Video Marketing Plans Follow this simple step-by-step guide to create an effective video marketing plan and produce engaging video content to support your marketing goals. VIDEO MARKETING PLAN Playbook & Toolkit Video Marketing Playbook Content Marketing Plan Playbook

6. 6 Enhancing Content with Video Marketing How-to Guide 1 2 3 Learn More About Content and Video Marketing Evaluate Your Organization’s Preparedness for Video Marketing Action Plan STEP 2 - Evaluate Your Organization’s Preparedness for Video Marketing Utilize our Video Marketing Readiness Assessment to evaluate if your organization is ready to begin a Video Marketing program. This assessment will provide you with recommendations to improve any area that may not be ready to handle this initiative. V I E W R E S O U R C E Create a Business Case for Video Marketing 4 Strategize For your Video Marketing Initiative Prep Your Team with Video Marketing Readiness Video Marketing Readiness Assessment 6 Enhancing Content with Video Marketing How-to Guide 1 2 3 Learn More About Content and Video Marketing Evaluate Your Organization’s Preparedness for Video Marketing Action Plan STEP 2 - Evaluate Your Organization’s Preparedness for Video Marketing Utilize our Video Marketing Readiness Assessment to evaluate if your organization is ready to begin a Video Marketing program. This assessment will provide you with recommendations to improve any area that may not be ready to handle this initiative. V I E W R E S O U R C E Create a Business Case for Video Marketing 4 Strategize For your Video Marketing Initiative Prep Your Team with Video Marketing Readiness Video Marketing Readiness Assessment

7. 7 Enhancing Content with Video Marketing How-to Guide 1 2 3 Create a Business Case for Video Marketing Your business case should highlight the results of your Readiness Assessment and Strategy Scorecard to ensure senior execu- tives that marketing is well-prepared for this initiative. Action Plan STEP 3 - Create a Business Case for Video Marketing Learn More About Content and Video Marketing Evaluate Your Organization’s Preparedness for Video Marketing 4 Strategize For your Video Marketing Initiative Develop A Video Marketing Business Case for Your Team Download our Video Marketing Business Case, to be completed with your marketing team, to provide senior management a detailed report on your intended plan for Video Marketing. V I E W R E S O U R C E Video Marketing Business Case 7 Enhancing Content with Video Marketing How-to Guide 1 2 3 Create a Business Case for Video Marketing Your business case should highlight the results of your Readiness Assessment and Strategy Scorecard to ensure senior execu- tives that marketing is well-prepared for this initiative. Action Plan STEP 3 - Create a Business Case for Video Marketing Learn More About Content and Video Marketing Evaluate Your Organization’s Preparedness for Video Marketing 4 Strategize For your Video Marketing Initiative Develop A Video Marketing Business Case for Your Team Download our Video Marketing Business Case, to be completed with your marketing team, to provide senior management a detailed report on your intended plan for Video Marketing. V I E W R E S O U R C E Video Marketing Business Case

8. 8 Enhancing Content with Video Marketing How-to Guide 1 2 3 4 Strategize For your Video Marketing Initiative Action Plan STEP 4 - Strategize for your Video Marketing Initiative Evaluate Your Organization’s Preparedness for Video Marketing Create a Business Case for Video Marketing Learn More About Content and Video Marketing Align Company Goals with Marketing Initiatives Use our Video Marketing Strategy Scorecard to make an overall strategic plan for your program that will align with your company’s business and marketing goals for the next 12-18 months. V I E W R E S O U R C E V I E W R E S O U R C E Video Marketing Playbook Video Marketing Strategy Scorecard 8 Enhancing Content with Video Marketing How-to Guide 1 2 3 4 Strategize For your Video Marketing Initiative Action Plan STEP 4 - Strategize for your Video Marketing Initiative Evaluate Your Organization’s Preparedness for Video Marketing Create a Business Case for Video Marketing Learn More About Content and Video Marketing Align Company Goals with Marketing Initiatives Use our Video Marketing Strategy Scorecard to make an overall strategic plan for your program that will align with your company’s business and marketing goals for the next 12-18 months. V I E W R E S O U R C E V I E W R E S O U R C E Video Marketing Playbook Video Marketing Strategy Scorecard

9. Demand Metric is a marketing research and advisory firm serving a membership community of over 100,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com About Demand Metric Follow us on Twitter Like us on Facebook Join Linkedin Group © Demand Metric Research Corporation. All Rights Reserved. Demand Metric is a marketing research and advisory firm serving a membership community of over 100,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com About Demand Metric Follow us on Twitter Like us on Facebook Join Linkedin Group © Demand Metric Research Corporation. All Rights Reserved.