The Stickiness Factor in Online Video Marketing
The Content Marketing Institute (CMI) has just released their third annual research results: “2013 B2B Benchmarks, Budgets and Trends in North America”, sponsored by the good people at Brightcove.
According to the key findings of the report, online video marketing remains a top priority for marketers going into 2013. Nine out of ten marketers used content marketing in 2012, and they’re planning to implement more tactics this year.
Tactics like videos, virtual conferences, and mobile content have seen the biggest increases in adoption rates among marketers. The only medium that hasn’t moved up in the last year and probably won’t move much in 2013 is the magazine. Meanwhile the use of online video marketing has gone up 18%, from 52% to 70% (page 6 of the Report).
Specific B2B Content Considerations
At the recent CMI Round Table discussion on this topic, B2B marketing strategist Ardath Albee said: “That’s a lot of content out there, and the question we have to ask is, how well are we producing it all? Can we really be that good at it? Every format…video, blogging, podcasts, and so on…demands a different approach. You can’t just slap the same content into different media”
Her comments reminded me of the early Internet days in the ‘90s when we would put just about anything up on our company webpages – newsletters, copies of print ads, even corporate memos. We can’t do that now. Most companies have a specially crafted online video that complements the message in their other marketing efforts, but doesn’t copy them word for word.
Our online video messages should stick with the viewer too. “We tend to think off the cuff with all this social media around,” Ms Albee points out in the Round Table video. “But now we have to be more thoughtful with our content… everybody’s going to have to start backing up a bit to see what makes our content really work for us, what makes it unique and interesting and sticky for our audience.”
And how sticky is the message in your online video marketing?