Content Marketing: Why Online Video Is Vital
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, as highlighted by the recent B2B Demand Generation Benchmark Survey for 2012.
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.
By the way, this survey was compiled by marketing automation giant Eloqua, CMO.com (Adobe’s content site providing digital marketing news and insight for senior marketing executives around the globe) and Software Advice, an online consultancy which publishes product profiles, comparisons and best practices guides to help buyers find the right software for their business. Read the blog post with all the details and an insightful video here.
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 as a form of content marketing:
#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!
Video Marketing packs some serious punch.
If you don’t have high-quality web videos to demonstrate your products or to communicate company news, you’re missing out.
Since 2009, there’s been a 33 percent increase in the use of online video marketing by media websites. Further, 80 percent of those sites use videos created by outside parties. Media sites are looking for high-definition video, especially.
Those websites are using online video to tell their stories, and externally-created videos are fine with them. If you can provide them with content that helps tell a story they’re working on, there’s a likelihood that they’ll embed your video on their story — generating hundreds or thousands of new views.
“The key takeaway for communicators is the enormous opportunity to place their unedited packages on media websites as earned media through distribution of links, embed codes, and edited packages,” the report notes.
Online-only media and newspapers are most open to using embed codes, displaying your web video as-is.
If you’re looking for media coverage, don’t stop at the press release. Today, companies have the chance to tell their own stories with web video. If those stories are well-told and talk about a timely subject, they’re more likely to be used by interested sites.
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http://www.roomtoread.org Calgary Video – Room to Read – Girls Night Out – BizBOXTV had the chance to work with Room To Read to produce this great video which played @ it’s 2012 Girls Night Out Event in Calgary, Alberta.
“We envision a world in which all children can pursue a quality education, reach their full potential and contribute to their community and the world. To achieve this goal, we focus on two areas where we believe we can have the greatest impact: literacy and gender equality in education. We work in collaboration with communities and local governments across Asia and Africa to develop literacy skills and a habit of reading among primary school children, and support girls to complete secondary school with the life skills they’ll need to succeed in school and beyond.”
Girls’ Night Out is an award-winning, annual (and unique!) “women only” fundraising event in Calgary, Alberta to support Room to Read.Launched in 2009, Girls’ Night Out is a unique “women only” fundraiser designed to encourage women of all ages to enjoy an evening of fun
and philanthropy. Following on the heels of our three previous and highly successful events, we are busy working behind the scenes to launch our fifth annual fundraiser. Stay tuned for our theme announcement as well as information on tickets, location and all of those special details that make Girls’ Night Out and evening to remember!
Girls’ Night Out is an annual Calgary-based event held in support of Room to Read, an organization looking to “transform the lives of millions of children in developing countries by focusing on literacy and gender equality in education.” For more information on Room to Read, visit www.roomtoread.org.
About the Organizers:
We are a group of community-minded women focused on doing what we can to break the cycle of poverty through the education of women and children in the developing world. All of us come with experience in the not-for-profit, community investment or marketing sectors and our common bond is our friendship and penchant for laughter coupled with a passion for the cause. Girls Night Out is a reflection of who we are….fun loving gals with a desire to make a difference.
Located atop the Calgary Tower, SKY 360 Restaurant is a popular spot for both Calgarians and tourists alike. From catering to the Calgary business/corporate crowd with a corporate lunch menu, to hosting large special events: SKY 360 really does have something for everyone! There’s no longer any elevation charges…. and you really can’t beat the view! At 155 metres, SKY 360 offers guests a full view of the city as it revolves once every 45 minutes during lunchtime and once per hour during dinner service. Your elevation is complimentary when you order an entree. Reservations can be made by phoning 403-532-7966.
BizBOXTV’s corporate video clients & partners include major media networks, large corporations as well as small-medium businesses in all cities & industries across Canada and North America.
The BizBOXTV difference? We’re not a traditional production company with traditional approaches. Our background comes from working in news… most of our core team is comprised of Journalists, seasoned professionals who know the best way to tell stories in an engaging and entertaining way so a target audience will listen.
From single profile videos and team bios to sales videos and branded content creation, BizBOXTV has years of experience working with businesses just like yours, looking for a unique and powerful way to tell their stories, increase brand awareness and of course, sales. You are also looking for an incredible return on investment in this changing media landscape. This is why BizBOXTV was created. Video does all that, and more.