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The Benefits of Using Video in Your Content Marketing Strategy
A content marketing strategy without video is a bit like a french fry with no salt— still okay, but a little bland. And definitely not living out it’s full potential.
Video has recently become the most preferred way for people to consume content online. And the reasons why are clear: Competition for attention by companies has increased, and customer attention spans have decreased. Customers want messages that are condensed and memorable. And companies want interactions with customers that are positive and measurable.
And besides giving everyone what they want, there are five more important benefits of using video in your content marketing strategy:
The amount of time a visitor spends on your website is a huge factor for success in SEO. The more time someone spends looking at your website, the more legitimate and relevant Google and the other search engines consider it to be.
When you consider that the average internet user spends 88% more time on a website that contains video, and that websites with video have a two-minute longer dwell time on average— it’s clear to see how this can have a positive impact on your search rankings.
Sharing is caring. It’s also key to increasing your company’s content clout. The more shares you garner on your content, the higher your exposure to a new potential audience, and the more you’re seen as an authority in your industry.
Video generates 1,200% more shares than blog and image content combined. So, if you want to experience the benefits of more shares, you don’t want to ignore working video into your content strategy.
Getting shares on your content also helps generate backlinks, which increases SEO and leads to more of the benefits we listed above. It’s like a content circle of success!
What does increased SEO and increased content shares lead to? More website traffic. In fact, video users enjoy 41% more web traffic from search than non-users.
But the use of video shouldn’t stop after you get those customers to your site. You can also use it as a more effective way of sharing information (and especially in reaching high-level decision makers). A recent study showed that 59% of senior execs agreed that if text and video are available on the same topic on the same webpage, they would prefer to watch the video.
Of course, all this additional website traffic gives you the potential for:
Video doesn’t just help bring people to your site and keep them there, it also convinces them to become a customer. Because video makes it easier to appeal to a customer’s emotions, they begin to feel more bonded to your company. And that loyalty drives sales.
In fact, video users have 27% higher click-through rates and 34% higher web conversion rates.
More conversions produces:
Are you starting to see a pattern?
Video increases your chances of winning customers in every stage of your funnel. It’s great for awareness, education, and helping convince customers to purchase. It’s key to winning customer trust and developing customer loyalty— all of the most important goals of any content strategy.
Achieving these goals leads to overall higher revenue. Marketers who have committed to using video as part of their content strategies are growing company revenue 49% faster year-over-year than those who don’t.
Really, this should be the only benefit needed to convince any marketer that producing video content is worth the effort.
Need some help implementing video into your content strategy?
MACLYN is a versatile, al a carte, full-service agency serving Naperville, Chicago, and Des Moines. We would love to help your team with video creation, content marketing strategy and implementation so you can enjoy the benefits discussed above for your own company. Contact us for a free consultation!
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