Video More Popular than Ever with B2B Content Marketers [Report]

October 08, 2014 | Brendan Cournoyer
Video More Popular than Ever with B2B Content Marketers [Report]

The numbers don’t lie. Data shows that the use of video continues to rise with B2Bs – and marketers are super-happy with the results. 

Fall is here, and that means Content Marketing Institute (CMI) and MarketingProfs have once again joined forces to deliver their annual B2B Content Marketing Benchmarks, Budgets, and Trends report. In years past, we’ve seen a steady (and at times dramatic) rise in the use of video content among B2B marketers, and this year’s results continue that trend.

Of more than 5,000 marketers surveyed, 76% now use video as a content marketing tactic, up 3% percent from last year’s results, and a whole 18% from back in 2011.

Last year, I suggested that the rising popularity of video was in part due to a couple of factors:

  1. Creating and publishing video content is easier than ever

  2. Marketers are more confident in video as an effective marketing tool

Both scenarios still hold true this year. Obviously, marketers don’t need to be professional videographers to create impactful content these days. Video authoring technology continues to make it fast and easy for anyone to do more with video, and Brainshark certainly falls into that camp.

To the second point, this year’s report lists video at no. 3 on the list of content tactics marketers feel are most effective, and first among “on-demand” content resources. (The top two items are both “live” tactics – in-person events and webinars/webcasts, though webinars are often repurposed as on-demand video assets as well.)

Confidence in video grows beyond YouTube

Obviously, YouTube plays a major role in the growth of video among B2Bs. The report shows that YouTube continues to rank among the most popular social media platforms, coming in fourth this year behind the Big Three of LinkedIn, Twitter and Facebook.

What’s interesting, however, is that while 60% of those surveyed view video as an effective content marketing tactic, only 48% share that same confidence in YouTube. And unlike the other top social platforms (including Google+, which seems to have risen like a bullet in 2014), YouTube usage among B2Bs has stayed relatively flat this year.

These numbers suggest that marketers are finding lots of value in video content beyond the safe, comfortable havens of their YouTube channels. This certainly falls in line with the diverse value we’ve seen Brainshark customers get from their video marketing strategies, such as:

  • Including video with email campaigns to increase click-throughs

  • Embedding video to webpages and blog posts to increase engagement

  • Optimizing video content to improve SEO value and drive more organic traffic

  • Repurposing live webinars as on-demand assets that audiences can register to view after the event

  • Utilize analytics from other video hosting technology to learn more about their audience

No matter how marketers are using video right now, it will be interesting to see if the trend continues to grow next year. (Will it break 80%? It wouldn’t shock me.)

Some other cool facts and figures for content marketers

Looking beyond video-related stats, as usual the CMI/MarketingProfs report is filled with plenty of other interesting content findings. For example:

  • 84% of marketers who feel they are ineffective at content marketing have no documented strategy (in fact, only 44% have one). The big theme this year according to CMI? Marketers need a documented content strategy. So that makes sense.

  • Google+ showed the biggest usage rise among all social media platforms. Google+! Who would would’ve thought? Sure, it also got the lowest effectiveness rating – but still!

  • More than half of those surveyed (55%) plan to increase their content marketing budgets in 2015. Show us the money!

For more of the latest content marketing trends, check out the full report over at the CMI website.

Video Marketing

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