Why Online Video Is Vital For Your Content Marketing Objectives

Why Online Video Is Vital For Your Content Marketing Objectives

Online video is vital

Filming on a roadway construction site near Morrison Colorado

Online Video

 

If you feel online video is just another over hyped, passing fad, think again. In fact, online video is gaining strength as a source for content marketing.

Michael Conti Productions has seen an increase in its video production services as more companies have come to see the value in having a professional do their videos for them.  This same dramatic increase has also occurred for professional wedding photographers after an initial decrease in business as everyone got their own digital camera and started taking pictures at these one off events.  The results proved that having a single point of view is better.  The important point is that we know the subtle tricks to insure that what we capture provides the maximum benefit for your audience without being distracting from the overall message.

Take a peek at some pertinent data from Software Advice‘s B2B Demand Generation Benchmark Report. This is just one of the survey topics: Percentage of Marketers Using Each Content or Offer.

The graph below illustrates the percentage of marketing respondents that use each content or offer:

Why Online Video Is Vital

The take-away? Most respondents prefer video over white papers, case studies, even live demos with reps. And you should factor that into your 2013 content marketing strategy.

Marketing automation giant Eloqua and CMO.com (Adobe’s content site providing digital marketing news and insight for senior marketing executives around the globe) also partnered with Software Advice on the research project. Read the blog post with all the details and an insightful video here.

Thanks to Ashley Verrill at Software Advice  for this sharing this deeper insight.

So, Why Video?

The web trending towards video is made obvious by much more than the example above. After all, YouTube is the number two search engine in the world. This may lead you to the conclusion that we simply don’t like to read anymore. But the video preference situation we’re witnessing is much more detailed than that. So the question you may be asking yourself (or your boss may be asking you) is: Why video?

For this, let’s reference an expert. A real Ph.D. level expert, Susan Weinschenk, Ph.D. — also known as The “Brain Lady.” As a leading speaker, author and consultant to brands like Amazon, Disney, Walmart and South By Southwest, she brings a deep understanding of the psychology of customers and why they do what they do.

She has uncovered four core, very human reasons we are drawn to video:

#1: The Fusiform Facial area makes us pay attention to faces – this is an actual brain function that hard-wires us to use the human face as a gathering point for information and believability.

#2: Voice conveys rich information – yes, the simple sound of a human voice speaking to us has an amazing way of converting information into meaningful content.

#3: Emotions are contagious – here’s a subtle but powerful aspect that we may take for granted. The body language of emotions is an appealing and we naturally love to share.

#4: Movement grabs attention – another trait that runs deep in our collective anthropological DNA is the power of peripheral motion. Since the stone age, we’ve survived by noticing things in motion – looks like we still do!

You can watch Susan’s detailed presentation here.

These are important details to consider when you approach doing a video in-house or seek to hire a professional that is well-versed in capturing visual and auditory signs to help your audience to connect with your message. 

The following article was abridged from: http://www.forbes.com/sites/seanrosensteel/2013/01/28/why-online-video-is-vital-for-your-2013-content-marketing-objectives/

Don’t misrepresent yourself with a poorly produced video!

Like your website, your email marketing and your printed materials, the video that your company produces is representative of your brand. It can take a lot of time to plan, script, shoot and edit a video. Make sure your clips look and sound professional to protect and enhance your brand reputation and show consumers that you care.

Colorado Community College System‘s provost office made sure that their videos were the best for their message by hiring Michael Conti Productions.

hands-on director and cameraman

shooting in the automobile lab at a local community college

filming a doggy patient for a career development video

Going in-house or out-of-house to produce content video?

Video content services

Governor’s Arts Awards Recipient 2013 required the filming of a lot of content video.

Content Video

How many times have we gotten a call to bid out a job, and then found out that six months later, the company decided that their in-house effort required more work then they thought and their resulting video never saw the light of day?

Alot!  You need to know the difference between DIY or hiring a professional.  There will be many more opportunities to answer that  question in the coming year based upon the growing interest in producing content videos.

According to eMarketer, Custom Content Council and ContentWise found 52% of North American companies used video for content marketing in 2011.  This is sharply up from 2009 when it accounted for only 37% of North American marketers’ content investment.

In addition, over half (54%) of North American companies planned to invest more in video content in 2012 over last year.

With so many companies using video, your video must at minimum be comparable in terms of content and production values to attract and convert prospects.  Doing it in-house may not be the correct solution for your brand or message.

Save yourself the time and effort, and ask Michael Conti Productions to help you accomplish your goals.  We are the professionals at getting the job done to your expectations, that is what we do on a day-to-day basis.

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