Will video be your top content marketing tactic this year?
Video is becoming an increasingly popular content marketing tactic as brands look for ways to set themselves apart from the competition.
In some verticals, just blogging regularly can be enough to give you an edge. Despite all the interest in content marketing and the various free tools available to support it, getting regular blog content created and published remains a big challenge.
But if you and your competition have active, targeted blogging strategies, you’ll need to embrace other types of content to help your business win those vital visitors and leads.
Last May, we published the results of a survey that canvassed marketing professionals and decision makers about their plans for content marketing in the 2014/2015 financial year. Growing interest in video was one of the dominant themes from that survey, with 48% of respondents already investing in video content.
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We’re expecting that number to rise this year, as more and more brands turn to video as a means of cutting through the increasingly crowded search and social landscape.
This trend of content marketing evolving from regular blogging to higher value content, such as video, webinars, case studies and eBooks, is something we’ve seen already in the US. Most of the clients we start working with here need help building a blog or at least getting it updated consistently.
Brafton, our US sister company, has a very different experience. Clients over there tend to have quite developed blogging strategies, but are looking for help taking their content marketing to the next level.
There is no doubt that the US market is ahead of Australia and New Zealand in this regard, but as more local brands start to get the basics right, interest in video will only continue to grow.
In the US, video is now the most popular content marketing tactic. According to a recent survey from webmarketing123 76% of B2B brands are using video, putting it ahead of case studies (69%), webinars (64%) and blogs (61%).
As well as the most popular, 76% of B2B brands said video was the most effective content marketing tool at their disposal.
This is something we expect to see filter through to Australia and New Zealand over the course of 2015.