Video in Content Marketing and Digital Marketing
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Published on January 14, 2016
The value of using video in content marketing and digital marketing is significant. While it’s often said that “a picture paints a thousand words” imagine how many words a video paints for a viewer. The value of video has been tallied by Brainshark who reports that the information retained by viewers from just a one-minute online video is equal to about 1.8 million words.
How video in content marketing and video in digital marketing is important
As most companies and organizations have moved toward digital marketing and many more are adopting content marketing, creating video to showcase expertise, products, and services is becoming a key method for businesses and organizations to differentiate themselves and showcase their capabilities. Using video in content marketing and digital marketing is becoming essential. With studies showing that almost two-thirds of visitors to websites of online retailers are more likely to buy a product after watching a video, and nearly 60% of executives surveyed would rather watch a video than read text. With these types of responses, it has become clear why video is becoming vital to the digital marketing success of organizations of all sizes. If a website has video, the average user will spend almost 90% more time on the website. Placing a video on a landing page of a website increases the chances of the site being placed on the first page of Google for a search result by more than 50%. All evidence points towards a growing importance of video in digital marketing efforts.
Video Skills Gain Importance for Marketing Professionals
In both small and large organizations video is taking a larger role on websites, marketing campaigns, ads, and presentations. Knowing how to create, edit, and producing digital video allows for marketing projects to be created more efficiently. More marketers are deciding to learn Premiere Pro or are taking classes to learn Final Cut Pro. These digital video apps run on standard Windows and Mac computers, making video more accessible to digital marketing and content marketing professionals. A marketing professional can learn the basics of these digital video tools in just a few days, even without any previous experience in creating videos. By taking control over video projects the timeline and budget no longer depend on outside video specialists. Those with existing digital video background van improve the quality of their work with either advanced digital video training, or by learning to create video effects and animation with After Effects.
Web Video Content on the rise
The success of digital marketing efforts in coming years may depend on videos turning prospects into customers, and keep users coming back. With internet video traffic projected to be more than two-thirds of traffic across the web by 2017, users are clearly expecting to see more video content. By including more video you can meet the needs and expectations of website visitors.
About the author
Christopher Smith is president of American Graphics Institute in Boston, Massachusetts. He is the creator and editor of the Digital Classroom book series. At American Graphics Institute, he provides strategic technology consulting to marketing professionals, publishers and to large technology companies including Google, Apple, and Microsoft. He delivers workshops relating to digital marketing, web analytics, SEO, and SEM. He is also the author of more than 10 books on electronic publishing tools and technologies, including the Adobe Creative Cloud for Dummies. Christopher did his undergraduate studies the at the University of Minnesota, and then worked for Quark, Inc. prior to joining American Graphics Institute where he has worked for 20 years.