Joe Pulizzi on Why Content Marketing Needs More Video

Joe Pulizzi on Why Content Marketing Needs More Video
March 5, 2012

There’s no denying the value of video for effective content marketing and thought leadership. Not only has new technology made it easier than ever for marketers to create professional, on-demand video presentations, but the use of social media and the latest mobile devices have further simplified how audiences share and view those messages.

But don’t just take it from me.

I recently tracked down Joe Pulizzi, founder of Content Marketing Institute and known “orange” enthusiast, to get his thoughts on why more marketers need to take advantage of on-demand video to extend the reach of their brands and add value to their content marketing efforts.

recent report published by CMI and Marketing Profs states that video adoption for content marketing has risen 27% amongst B2Bs in the past year. What do you think are some of the reasons for this spike that’s driving more marketers toward video?

JP: I believe there are many:

1. The sheer cost of video production has come down to a point where there are no barriers to entry.

2. Buyers have devices that can play videos with them at all times (smartphones, iPads, etc.).

3. Buyers are engaging in 100% more information year-over-year before they make a buying decision (Google/ZMOT).

4. B2B marketers aren't scared of video anymore.

5. Consumers actively share video and sites like YouTube are now prolific.

You wrote in January that video content is going to be especially critical to content marketing for people with tablets. Why is that?

JP: A tablet is for more than games and eBooks – it’s a portable television set. When I want to view video fast and efficiently, the tablet is the first place to go. With more than 30% of all U.S. households with at least one tablet device, marketers are paying attention. But unlike how we flooded TV with advertising, the advertising channel is not as readily available on the iPad. That means that marketers have to be the content (create the video) rather than surround the content (advertising).

I also know you’re a big proponent of short, concise video content, where two minutes is plenty. This is an obvious departure from the typical hour-long, live webinar events that a lot of companies still prefer. Why is it that shorter clips makes more sense for on-demand videos?

JP: I think there is room for both, but it depends on the goal of the marketer. If you are trying to educate on one specific thing or make one point, two minutes is about all you have (YouTube data indicates fall off on videos after two minutes).  

That said, there will always be room for more complex, longer-form storytelling, but the creation and production of those are 100x more complex than shorter videos.  So since most B2B marketers aren't Martin Scorsese, it makes more sense to focus on short videos that can do one or two things in moving the buyer through the buying cycle.