Video consumption booming

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With video consumption booming, content marketers take notice

By Michael Krebs

As content marketing strategies continue to evolve and to demonstrate deeper sophistication, more strategists are incorporating video into their content calendars.
Digital brand journalism strategies employed by a broad variety of marketing and public relations teams have relied on the more nimble and cost-effective incorporation of blog posts, embedded articles, white papers, infographics, and case studies.

However, as production and managerial costs continue to slide, and as more internet content consumers turn to online video experiences, content marketers are adding greater volumes of video into the overall asset mix.
In a piece by Chris Trimble for The Guardian in January, a detailed case was made for the necessity of video in any content marketing program.

Citing a Cisco study, The Guardian reported that video consumption will account for 69 percent of all consumer internet traffic by 2017. And as broadband adoption continues to boom, the video wave is a large one to ride.
According to Business 2 Community, the average internet user is likely to watch 206 videos per month. Yet, while 70 percent of marketers utilize digital video in their online advertising mix, video ranks sixth among the most popular content marketing executions, as Business 2 Community reported in their infographic on the topic.

In a separate study by Econsultancy, 93 percent of marketers incorporated video into their 2013 online advertising executions, according to Reel SEO.

Many marketers remain tethered to the video pre-roll model, according to Campaign Asia.
As with all successful content marketing programs, the audience has to be earned through intelligent promotion — and posting a series of videos on a random YouTube feed alone will not yield visibility.
“Brands need to be bold if they want to get noticed,” Phil Townend, EMEA managing director at Unruly Media told Campaign Asia.

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