To survive and succeed in today’s high-tech world, businesses must be able to reach out to and engage consumers online, which means that they must have a well-designed website and a strong content marketing strategy. This is how many consumers will learn about and be attracted to the business, and it will also be what causes them to come back to the business time and time again.
In order to be efficient and effective, content marketing strategies today must take into account what type of web content users are most interested in and attracted to. Considering that users are looking for immediate answers and solutions and will often only spend a second or two on a web page prior to deciding whether it is worth staying on that page, web content absolutely must be able to capture attention immediately and then hold it. This is where video content is so incredibly valuable.
Video Content Marketing
It is estimated that roughly seventy-four percent of all internet traffic this year is due to video content, which is a clear indication of just how engaging this type of content is for consumers. However, few businesses are aware of this trend or are doing anything to be part of it, which means they can be missing out on a very big opportunity to engage with more members of their target audience.
Video content may be preferred over written content simply because it can deliver information more clearly, concisely, and interestingly. It also tends to elicit emotional responses from viewers in ways that neither written content nor static images can. Our brains are actually better able to process the information we receive through moving images rather than static images, which is yet another reason why we find videos to be so attractive and entertaining.
With video content, businesses have limitless opportunities to present information that is often considered dry and difficult to comprehend in ways that are easy to follow and understand. This can include explanatory videos, instructional videos, educational videos, and much, much more. Videos that answer key questions and present valuable solutions can be invaluable to viewers, and therefore all the more quickly shared to others.
When consumers land on a web page and are confronted by a video rather than lines of written content, they are far more likely to remain on that page and watch that video. Even if the video fails to answer every question they have (or even raises some new questions) the consumer is far more likely to stick around the website and look for these answers if they have been engaged by a well-done, professional video. This is especially true if the individual finds a particular subject to be confusing, stressful or intimidating for any reason. They will be greatly relieved to have found what they feel is an easy way to understand and work through the subject, and are less likely to go searching elsewhere for other solutions.
Using Video Content
While video content is arguably one of, if not the most successful form of web content, it must be done well in order to have the desired effects. This means that a business must understand the needs of their target audience and work to address these needs through their video content. Video content that is simply used as a way to market and promote a business’ products or services may fail to achieve the desired results, and can even turn away wary consumers who are tired of constantly being bombarded with sales tactics. Video content will be far more effective if it establishes a bond of trust between the business and consumers by assisting them in their lives in some way or helping them to understand that the solutions they are looking for are available. Sometimes, video endorsements from happy customers can go a long way in building trust, as it will mean more to other consumers than scripted advertisements pushing a product.
It is important to remember that other web content still has great value, as it can help to fill in any holes that are left by video content. However, video content has the power to quickly get consumers engaged with the business so that they are willing to check out the other content, and because of this, it should not be overlooked as an incredibly important part of a strong content marketing strategy.
