Video Still Rising with B2B Content Marketers [Report]

October 14, 2013 | Brendan Cournoyer
Video Still Rising with B2B Content Marketers [Report]

Studies show that video content remains a top area of investment for B2B marketers this year – and it shows no signs of slowing down.

video-still-rising-with-b2b-content-marketers-reportIt’s that time of year again -- the folks at Content Marketing Institute (CMI) and MarketingProfs have once again published their annual B2B Content Marketing Benchmarks, Budgets and Trends report. Last year’s survey saw a major increase in the use of video marketing across North America, and this year’s edition shows more of the same.

Of the more than 1,200 B2B marketers surveyed, 73% now use video as a content marketing tactic, an increase of 3% from 2012, and a whole 15% from 2011. This growing trend falls in line with early-year predictions that video would be a key point of investment for B2Bs this year.

Why video? Why now?

Last year, I opined the uptick in video marketing was likely due in part to two factors:

  1. Increased confidence in video as an effective marketing tool. This is still true in 2013, as the majority of respondents view video (63%) along with webcasts/webinars (63%) as effective tactics for content marketing. Both numbers are higher than they were in 2012, signaling that not only are more brands investing in video marketing, but they’re getting better at it as well.

  2. Creating and publishing online video content is easier than ever. Again, the same can be said this year, as the technology for creating video content is only getting better with time. For example, solutions like Brainshark On-Demand still provide a fast and easy way for marketers to develop more online video presentations to share with key audiences, and new features like VideoSync provide even more options to take advantage of.

So why else is interest in video marketing at an all-time high this year?

The biggest factor could be that marketers today are simply more educated on the value and processes involved with creating more video content. Lots of bloggers and experts have spoken or written about the power of video over the past few years – but it seems everyone is talking about it in 2013. Marketing conferences and events now routinely feature video-focused breakout sessions, while tips and ideas for more effective video marketing seem to be everywhere.

YouTube marketing is also a factor here. Google has placed a lot of effort over the past few years toward making YouTube a viable marketing tool for brands to take advantage of, most notably with TrueView. As a result, YouTube marketing now works almost the same as a typical Google AdWords pay-per-click (PPC) campaign, a model that most online marketers are already extremely familiar with.

It’s likely that this has increased the comfort level for brands looking to get involved with video marketing on YouTube, which has led to a greater understanding of how it works. According to the CMI survey, 73% of respondents now use YouTube as a content marketing channel, up 12% from last year. (Interestingly enough, only 48% claim confidence in the effectiveness of YouTube marketing, though there is no data on how this compares to last year’s results.)

Finally, there is the video SEO factor, as more organizations now understand the value that video brings to optimization strategies. Other studies have shown that 62% of Google universal search results feature video these days, and video is 50 times more likely to earn a higher page rank than plain-text pages.

More fun facts for content marketers

In addition to video-related issues, the report includes a ton of other fascinating findings on all-things content marketing. For example:

  • Investment in mobile marketing is growing, as 38% (up 6% from last year) of those surveyed now treat mobile content specifically as its own marketing tactic.

  • Online business presentations in general have become a big-time marketing tool for B2Bs, and the use of SlideShare (40%) saw one of the biggest jumps amongst social media channels in 2013.

  • Believe it or not, LinkedIn rules the social media world of content marketing, with a whopping 91% of B2Bs now using it as a primary channel. That’s up 8% from last year, placing it comfortably ahead of Twitter and Facebook.

For more on the latest content marketing trends for this year and 2014, be sure to check out the full report over at Content Marketing Institute.

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