This is one of many suggestions to be gleaned from Ascend2’s latest study released this past week. Produced in conjunction with Vidyard, this latest study examines obstacles and strategies impacting video content today. But what the study reveals extends beyond just video marketing, into broader concepts and insights for digital marketers.
It should be intuitive to connect video content with brand visibility. Videos are, after all, an inherently visual media. But beyond this, video is also an inherently shareable media, frequently performing with higher engagement and improved ROI compared to other content. Indeed, this was reflected by many of the respondents from the study. When asked what the most important objective for video marketing was, 45 percent of respondents reported “Increased online engagement,” only trailing behind the top objectives of “Improve customer education” and “Increase brand awareness” by 1 percent.
However, a disconnect arises when considering the primary obstacles were reported later. The top spots were taken by the usual suspects: lack of budget, content, or strategy. In fact, inadequate video SEO was reported only as a primary barrier for about 14 percent of the polled respondents. Good video marketing and SEO may not fix your budgetary issues, but for brands with the capacity to overlook monetary constraints, an effective hybrid strategy of video and SEO can help alleviate both content and strategy issues.
The key here lies in marketers primary objectives when approaching video, specifically in how they measure success. Improved customer education and brand awareness can both hinge on views. Really, the primary difference between these objectives comes down to the content of the video itself. Ultimately, the result is the same: the more people who see a video, the more likely they are to understand or be aware of a brand. So in many instances, video marketing then stops at the YouTube account, so long as the view counter continues to rise.
However, by treating video content as a tool rather than a goal in and of itself, marketers will find loads of new opportunities open up—particularly where SEO is concerned. Here are a few methods to consider:
Ultimately, video content presents enormous opportunities for marketers, so long as they’re willing to look past the immediate reward of views. Video content is a tool, and one that can prove particularly effective in a number of different funnels, so long as it isn’t the end goal of the funnel itself.
Beyond video SEO, marketers can also add other tactics, like polls for gathering audience data or incorporating ads to drive revenue, to widen video’s value beyond even SEO—it all just comes down to understanding that improved visibility and engagement is most useful when directed toward your primary marketing goals and not just a YouTube channel.
Interested in other ways of using content to promote your overall marketing strategy? Check out this free webinar on content amplification.