“Our job is not to create content. Our job is to change the world of the people who consume it.” – Andrea Fryrear

In the online marketing industry, we can’t wait to see what’s on the horizon, what new trends we need to be aware of, and of course, what’s old news. One of the most important trends nowadays concerns video content marketing.


Many marketing teams tremble when contemplating video production for content marketing. They are intimidated by the medium and sometimes mistakenly think of it as a high-cost endeavor with low ROI. But video is a necessary component in most content marketing strategies. Too many marketers drive up costs and diminish video’s overall value by falling into the trap of creating multiple one-off videos. Other marketers mistakenly believe if they put big dollars into a video project, it will be a big success to boost their content marketing strategy.

According to Wyzowl’s 2017 State of Video Marketing report, 97 percent of businesses using explainer videos say it helps users understand their business better. And 73 percent of consumers say they’ve bought a product after watching a video. It makes sense.

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With the continued evolution of technology and new acronyms like IoT (the Internet of Things) taking over our lives, it can be hard for consumers to really understand what a product does, especially if that product is software. On top of that, we often to want to see how something works versus just read about it.

What’s important to note here is product videos for content marketing don’t have to be boring. But as videos offer a wide variety of content types, marketers should be very careful to identify their audience’s needs in order to hit the mark with the right video format. And how can you determine which type of video will be more effective? The video content marketing strategy should detail the primary distribution point for the video – TV, Facebook, YouTube, etc. That determination allows videos to be optimized in the creation stage.

For marketers, it’s essential to identify the target’s needs in each part of the cycle, in order to provide them the right content that will make a greater impact and lead them through the sales funnel. And video content marketing is the best option to nurture your audience with the information they need while keeping your audience’s attention. If used wisely, they can be a great tool to boost sales.

Related: How To Boost Your Digital Marketing Strategy

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