Report: What Marketers Need to Know About the ‘State of Video Marketing’

These days, there’s little doubt among marketers that video content is an incredibly powerful content marketing tool. After all, humans are visual creatures by nature, so it stands to reason that video often satisfies our content appetite. In fact, according to a Think With Google study, 50% of internet users said they’ve looked for videos related to a product or service before visiting a store.

But as more brands and marketers jump on the video content marketing bandwagon, it’s more important than ever to examine your strategy to ensure you’re getting the most out of your efforts. And a great starting point is to get the lay of the current video marketing land and emerging trends.  

Thankfully, Demand Metric and Vidyard recently published the 2017 Video Content Marketing Benchmark Study, featuring data and insights collected from marketers at B2B or mixed B2B/B2C companies—all of which reported revenue growth in the previous fiscal year, as well as using video to some degree.

Below I highlight some of the findings that I found most interesting, as well as what that means for you as you begin or refine your video marketing efforts.

1. Video marketing usage is not only on the rise, but the amount of video being created is growing rapidly.

According to the study, for the fourth consecutive year, over 90% of study participants reported that video is becoming more important to their efforts. But what’s more, the average number of videos being produced annually jumped from around 29 in 2016 to 38 in 2017.

Video Marketing Production

Of course, smaller companies are producing less video than big companies, but the gap is narrowing. For example, 2016 numbers showed that more than one-third of small companies were producing less than five videos every year. But in 2017 that number shrunk to just one-fifth.

What does this mean for marketers? While video seemed like the answer to overcoming content overload and capturing audience attention, the competition for creating high-quality, engaging and compelling video is growing. So, it’s more critical than ever to make sure you’re not just “doing” video, but that it’s a strategic and thoughtful piece of your overall content marketing mix.


It’s more critical than ever to make sure you’re not just “doing” #video. @CaitlinMBurgess
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2. The types of video marketers are investing in are expanding.

Product, demos and explainer videos lead the pack in terms of the most common types of videos being created, which isn’t a surprise. This type of content highlights a company’s product or service offerings, and expertise in a visual way. However, more forms of video such as how-tos, live streams, social media and those focused on company culture are becoming more widely used.

What does this mean for marketers? To me, this signals that video can and does enhance the customer journey at every stage of the funnel. Just as you craft written content to satisfy your audience’s quest for knowledge at different stages, video can be used in the same way. Furthermore, it can be used to achieve a variety of different marketing objectives such as recruiting new talent, humanizing your brand or sparking real-time engagement.


Video can & does enhance the customer journey at every stage. #videomarketing
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3. Video can inform, engage and convert.

Video, both produced and native, has long-been dubbed as a great way to inform and engage your audience. Studies have shown that we spend a huge chunk of our online time watching video, often multiple times a day. (My personal favorite are all those Tasty videos of recipes I’ll probably never make.)

But if you’ve been skeptical on the conversion power of video, don’t be. According to the report, roughly 70% of participants said video converts better than other forms of content.

Video Marketing ROI

What does this mean for marketers? Building off my point in the previous section, if you really want to commit to video and drive the ultimate objective of getting conversions, you should aim to create relevant, quality video content for every level of buyer’s journey.


70% of marketers say #video converts better than other content forms. @DemandMetric @vidyard
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4. Advanced measurement is key to unlocking the best ROI.

As with any marketing initiative, measurement is critical to understanding how you’re performing and uncovering opportunities for improvement. However, most marketers are just tracking and analyzing the basics such as views or shares—making it difficult to map video to ROI.

According to the report, just 13% of respondents said they’re using advanced metrics such as views by embed location, viewer drop-off rates, heat maps and attribution to sales pipeline. However, of that 13%, 71% say that these metrics help report much better on video ROI.

“A true and accurate measurement of the ROI of video (or any type of content) requires the adoption and use of advanced metrics,” the report states. “When advanced metrics are not in use, ROI determination is an estimate at best. When advanced metrics are in use, marketers have the information they need about video content performance to achieve even better results.”

What does this mean for marketers? Marketers are often looked at as the spenders within an organization. And while video can no longer be considered a “rising” trend, it can still be hard to get buy-in and more budget if you can’t prove its value. According to the report: “The best way to capture and exploit advanced metrics is to integrate video viewing data into Marketing Automation and/or CRM systems.”


Advanced #videomarketing metrics are key to achieving better results. @DemandMetric @vidyard
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Looking for Video Content Marketing Best Practices & Tips?

Check out these helpful resources on the TopRank Marketing blog:

  • How to Get Started with Video Content (Without a Blockbuster Budget)
  • How 7 Brands Connect with Audiences Through Long-Form Video Content
  • Going Native: Tips & Examples for Effectively Incorporating Native Video Into Your Social Strategy

In addition, if you want more on the state of video marketing, read the full report here.


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© Online Marketing Blog – TopRank®, 2017. | Report: What Marketers Need to Know About the ‘State of Video Marketing’ | http://www.toprankblog.com

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Content Marketing Tactics for Search Marketers – International Edition #SMXLmilan

SMXL Milan Content Strategies

Content is both king and kingdom in a digital world full of stories. Brands and consumers alike are experiencing and publishing content on a daily basis. Between information overload, increased complexity of search engines and changes in consumer search behaviors, many marketers are less than confident about how to optimize their content marketing.

How can marketers best use content marketing to improve search marketing? How does search inspired content affect content, PR and marketing programs across channels?

At SMXL in Milan, Italy this November 15th, that’s exactly what a panel of experts will be answering. I will be moderating Content Related Strategies for Search with Ken McGaffin, Lexi Mills and Jey Pandian where we’ll be discussing strategies to help identify new opportunities to develop content based on business intelligence, competitive research and historical performance.

As a teaser for the panel, I’ve asked each speaker to share a preview of their talk with practical insights and tips.

Ken McGaffin

Ken McGaffin @mcgaffin
Online PR and Link Building Strategist at Audiential 

4 Rich Sources of People Stories
“If you’re reading this at 3 am, chances are that James Proud wants to put you in a deep slumber.”

That’s a great opening to an article on insomnia in the NYTimes.com. It paints a vivid picture, intrigues the reader and draws them in.

That’s the power of story – it elevates your content and makes it unique.

Content Marketing is a competitive business and your pitches have to be top notch to succeed. Stories make yours stand out – to the delight of your target publishers and their readers. Here’s some things we’ve discovered at Audiential:

  1. There’s no such thing as a ‘boring’ industry – every business involves people and people are inherently interesting.
  2. Don’t expect your clients to give you stories – they rarely know what makes a great story. You’ve got to seek stories out – and polish them into inspiring content.
  3. You only need 4 sources to systematically mine for stories:
    · customers
    · staff
    · founders
    · influencers

4. You must encourage people to open up and that means you have to listen. There’s an old saying, “We have two ears and one mouth, and we should listen and talk in the same proportion”.

Lexi Mills

Lexi Mills @leximills
Managing Director at Marquis Communications

Design for Trends and Play the Long Game with Research Content
Many media are using new technology to tell them what subjects they should be covering. In some cases over 50% of the content they produce has to align with the trends these tools show. Making sure you are designing your content inline with an anticipated trend or pitching it in a way that allows them to cover a current one will significantly improve your media relationships, coverage and inbound link profile.

Don’t plan to win on round one. Media are so busy these days that the likelihood of winning on the first point of contact is significantly lower than ever before. I have a strict rule with my team that they are not allowed to send an email or make a phone call without pre-planning what their follow up will be.

This can be anything from new images, interview slots becoming available to book or highlighting an emerging trend or event that the content fits in with. Not only does this ensure that they follow up in good time but it also feeds into the structure of campaigns.

Instead of releasing all research in one go we might decide to release it in phases or at a time when we know there will be a relevant event this allows for a more constructive follow-up. It also helps eliminate anyone tormenting a journalist with their pet hate…..an email that says “I just wanted to check you received my press release”.

Jey Pandian

Jey Pandian @jeypandian
Chief Digital Officer & Founding Partner at ONWARD Agency

Storytelling in the Age of the Omnichannel
Since the internet first started, the way people communicate has continuously evolved. Within each Search vertical, there are different types of content that need to be built out in order to meet customer demand. Jey will present a content framework that goes beyond search content to help lay the foundation for an omnichannel content play.

1. Analyze – Identify out where your audiences spend their time online on Social Media Platforms and Search Engines on a 24-hour timeline to figure out “moments of receptivity” and to ensure that content will be built and surfaced at the right time and place, in the right context.

2. Design – Study UX design patterns against each Search Engine design feature; whether infinite scroll, voice, mobile, and/or swiping patterns e.g. scrolling up and down or sideways to figure out how to design your asset for optimal consumer consumption.

3. Create – Understand your algorithmic limitations as it pertains to content consumption across each Search Engine; whether image, video, voice search and/or virtual reality to help figure out how to design your asset for optimal search visibility and in turn, consumer consumption.

audience SMXL Milan
This will be the second time I’ve presented at SMXL Milan. Last year I gave a keynote presentation on influencer content collaboration. There were several speaker dinners and I think we counted 15 different countries represented at one of them. This really is an international search marketing event.

Whether you’re simply trying to increase organic search visibility for the great content you’ve been publishing or if you want to create an advantage in a competitive market, leveraging search data can produce insights that are impactful for everything from storytelling, to media relations to omni-channel marketing. This panel with Ken, Lexi and Jey on Content Related Strategies for Search Marketing is ambitious and will cover many of these topics with plenty of time for audience Q and A.

I will be giving a solo presentation about content marketing at SMXL Milan on November 15th:

Lee Odden SMXL 2016

Photo of Lee Odden via Laura Caldarella? @LaSagitta


Content Marketing Integration
– 
Without content, there wouldn’t be any search engines and yet most marketers treat content as if it were simply a tactic for SEO. Content is the fuel that powers all forms of media on all digital channels where customers engage. The most successful marketers approach digital marketing with a customer and content-centric approach that integrates with SEO, social media and advertising in a way that helps the brand become “the best answer” wherever customers are looking.  This presentation provides an overview of how to plan, produce, promote and optimize content as a marketing approach that works with or without search engines. But definitely better with search engines. 🙂

SMXL Milan features a truly impressive roster of speakers including Bill Hunt, Rand Fishkin, Michael King, Aleyda Solis, Gianluca Fiorelli, Hana Abaza, Bryan Eisenberg, Kristjan Mar Hauksson, Larry Kim, Nichola Stott, Jon Myers, Phil Nottingham, Cyrus Shepard and many more international search and digital marketing professionals. If you’re a reader of our blog based in Europe, I hope you can make it to Milan in November!

Be sure to check out the conference website for more information.


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© Online Marketing Blog – TopRank®, 2017. | Content Marketing Tactics for Search Marketers – International Edition #SMXLmilan | http://www.toprankblog.com

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The holidays arrived early for local marketers

The holiday season has arrived early for locally focused marketers. Consider the developments that have occurred just in the past week: Google My Business API added new features, including the ability to manage your Google Posts. Facebook announced a number of tools and partnerships supporting…

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2018 B2B Content Marketing Report Indicates Marketers are Finding Content Marketing Success

As a community, content marketers have experienced some significant ups and downs over the years. For every step forward we take toward content success, it sometimes seems like we take a couple backwards.

But perhaps, this will be the year that changes.

Content Marketing Institute and MarketingProfs just released their annual report–The 2018 B3B Content Marketing Benchmarks, Budgets and Trends.

We’ve come to rely on this report to be a definitive content marketing guide of sorts that provides a finger on the pulse of our industry and shows how we align (or don’t) with our content marketing peers.

In order to move forward, we have to know where we are today, including what is working and what is not. Below are what I consider to be some of the top learnings from the report.

Showing a Commitment to Content Marketing

As we know, content success does not happen overnight. It takes resources, dedication and patience. Commitment to content must be ingrained into company values and culture if it is going to work. So what is the outlook for 2018?


92% of B2B organizations are committed to content marketing. @CMIContent @MarketingProfs
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Based on these results it’s evident that only a small number of organizations are falling behind in their support of content marketing initiatives.

Characterizing Success of Content Marketing

But does commitment always equal success? In order for content marketing to be successful, it must be meeting the objectives as outlined by your organization. While 27% of B2B respondents are finding minimal or no success with their content marketing, many are!


73% say their content is moderately or very successful. @CMIContent @MarketingProfs
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The vast majority of respondents say that creating high quality content that is more efficient has been a leading factor to their success. Following closely behind is either developing or adjusting their content strategy.

Why a Content Marketing Strategy Isn’t Being Developed

It’s no surprise that marketers who develop a documented content strategy report higher levels of success. So what is keeping teams from developing a comprehensive content strategy?


67% B2B marketers don't have a strategy because they have a small team. @CMIContent @MarketingProfs
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Feeling like they don’t have enough time is still a concern for many marketers while a small percentage (11%) simply feel like a strategy is not important.

Content Creation & Distribution Process

Content marketing process often determines success. And, efficiency can sometimes make or break a brand’s approach to content marketing.


27% rate project management flow during content creation as fair. @CMIContent @MarketingProfs
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For the most part, it appears that content marketers have found a process (or series of processes) that helps them efficiently and effectively get content marketing created.

Content Helping Reach Business Objectives

As customer preferences continue to evolve, the content experience will only become more important. That also means understanding what content types resonate best with your audience.


50% find eBooks & white papers to be their most effective content type. @CMIContent @MarketingProfs
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Interestingly, social media, case studies and videos are the top types of content being created but are not necessarily the most effective.

Effective Formats for Distributing Content

For many content marketers amplification planning for content is an afterthought. They spend a significant amount of time creating the content, but aren’t as focused on how it will be distributed.


74% say email is most effective for distributing content marketing. @CMIContent @MarketingProfs
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Email is both the top used and most successful tactic for distributing content according to the respondents of this survey.

Measuring the ROI of Content Marketing

What does content marketing success really look like? It varies largely by organization but an increase in leads or sales or a decreased cost of customer acquisition is a top objective for many brands.


Only 35% of organization’s measure their content marketing ROI. @CMIContent @MarketingProfs
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For those not measuring content ROI, they cited the top two reasons as formal justification not being a requirement or that they needed an easier way to measure ROI.

Want the Full Report?

The good news is that more and more B2B brands are finding success with content marketing initiatives. The bad news however is that measurement and ROI still seem to be a struggle for many.

The key findings above are only a sample of what’s included so be sure to review the whole report below for other lessons in B2B content marketing.

What did you find to be the most surprising finding for 2018?


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© Online Marketing Blog – TopRank®, 2017. | 2018 B2B Content Marketing Report Indicates Marketers are Finding Content Marketing Success | http://www.toprankblog.com

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LinkedIn Native Video: What Works, What Doesn’t, What Marketers Need to Know

Video content is eating the internet. It started with video-specific platforms like YouTube and Vimeo. Then Twitter and Facebook added support for live and pre-recorded video. Now these insatiable moving pictures are becoming serious business: LinkedIn now supports native video.

What would compel a buttoned-down, professional networking site like LinkedIn to embrace video? Simply put, people—even businesspeople—want to watch. Fifty-nine percent of executives say that if text and video are available on the same topic, they’re more likely to choose video.

There’s no denying that marketers should embrace video content as a general rule. If your audience wants video, it’s wise for your brand to be the one supplying it. But why publish natively on LinkedIn?

Here are the upsides, downsides, and what-you-need-to-know-sides.

How to Create a LinkedIn Video

LinkedIn has been slowly rolling out its video capabilities, starting with a few influencers and expanding out from there. Most members who have the most recent version of the mobile app should have the capability now.

If your account has video enabled, you will see a camera icon available where you normally post to your feed. On mobile, you can create a video (not a live stream…yet) or upload from your photo gallery. On desktop, you can only upload a pre-recorded video. Nearly every common form of video file is supported.

To record a video, just tap the camera icon, give the app permission to access your camera, and go. To upload video, just navigate to the file you want to add and select it—there’s no learning curve there.

Your file must be at least three seconds long and no longer than 10 minutes, but LinkedIn suggests between 30 seconds and 5 minutes for better engagement. The maximum file size is five gigabytes, which should be plenty of space.

Your post will look…well, a lot like a post with an embedded video, just without the link out at the bottom:

Why Marketers Should Care about LinkedIn Video

You can already embed YouTube video in your LinkedIn feed posts, of course. But posting native video may get you more engagement. On Facebook, native videos typically get 10x more shares than embedded videos. If that trend holds for LinkedIn, you could be missing out on a substantial chunk of potential audience by linking to a YouTube video.

So native video matters—and for virtually all B2B marketers, LinkedIn matters. While Facebook videos can be dominated by memes and entertainment, the LinkedIn audience is specifically there for business. They’re browsing their feeds looking for something that can help advance their career, give them a competitive edge, or just do their jobs better. Useful, professional video content is likely to fare better on LinkedIn than on Twitter or Facebook.

The other reason to go native on LinkedIn video is LinkedIn’s analytical capability. Their demographic data is likely to be more useful to B2B marketers than Facebook’s data is. You can zero in on job function, job title, and seniority of the people who view your video. That data will help you adjust your strategy to hit and engage the right audience.

As native video is more widely adopted by its userbase, LinkedIn is likely to give it preferential treatment over embedded video. LinkedIn has already switched from a pure timeline feed to an algorithm-based feed. Just as Facebook currently gives pride of place to native videos, LinkedIn is likely to prioritize it in their feeds, too.

Downsides to LinkedIn Video

Since this is a new feature, there are some still some quirks to be ironed out, and a few features that are missing. These negatives won’t keep your video from being seen and appreciated, but they’re worth noting:

  1. No playback speed or picture quality settings. Users can’t customize the viewing experience the way they can on YouTube.
  2. It’s hard to link out. the URLs for a video-embedded post are unwieldy: https://www.linkedin.com/feed/update/urn:li:activity:6316276929771245568/, for example.
  3. The video isn’t embeddable on other sites. It’s definitely intended for consumption on LinkedIn.
  4. Only members can post, not companies.
  5. There’s no dedicated video tab, which can make video content hard to find. I’m willing to bet some kind of tab or filter is in the works, but we don’t have it yet.

What to Use LinkedIn Video For:

Given the limitations of the format, it’s best to think of video on LinkedIn as an add-on to your current marketing strategy. Use it to build your personal brand, or go behind-the-scenes at your company, or interview co-workers and executives.

Many users are already using the format to do quick tips, like this video from Viveka Von Rosen. That kind of informal, live-shot video is an easy way to get started.

There are a few people attempting to create series on the platform, too. Building an audience for a series could be tricky without a dedicated video tab, but Mike Morgan’s Humans of LinkedIn series is making a go of it. If more people start serializing their videos, LinkedIn is likely to add tools that support the practice.

LinkedIn to the Future

If you’re marketing to a B2B audience, native video on LinkedIn is well worth a try. Instead of linking out to YouTube, upload the video natively to LinkedIn and keep an eye on how it performs. Make sure to include keywords and relevant hashtags in the post so your video is easier to find, keep an eye on your analytics, and let the data guide your next steps.

Need more help? Check out these easy ways to get started with video content marketing.

Disclosure: LinkedIn Marketing is a TopRank Marketing client.


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© Online Marketing Blog – TopRank®, 2017. | LinkedIn Native Video: What Works, What Doesn’t, What Marketers Need to Know | http://www.toprankblog.com

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3 reasons SEO is the account-based marketer’s secret weapon

A lot of B2B brands are discovering the powerful influence of account-based marketing (ABM) strategies, but is it enough? Columnist Nate Dame outlines why ABM needs SEO, and how they’re better together. The post 3 reasons SEO is the account-based marketer’s secret weapon appeared first on Search…

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