B2B Companies Report Success with Video Content Marketing
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B2B Companies Report Success with Video Content Marketing

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As digital consumption rises, more businesses and brands are prioritizing video content as an important marketing and sales tool. New research reveals that those investments appear to be paying off for business-to-business organizations.

Vidyard, Demand Metric, and Ascend2 recently surveyed 295 business and marketing professionals, finding that 70 percent of marketers say that video is more effective at generating conversions than other types of content. In addition, companies with the strongest returns on investment (ROIs) tended to host their videos on multiple platforms—for example, the brand’s own website and an external site such as YouTube.

According to the report, only 19 percent of marketers cited conversion as an objective of their video-marketing efforts, compared to 52 percent who were seeking brand awareness and 45 percent who wanted lead generation. However, video on a landing page can increase conversion by 80 percent, writes Vidyard’s Michael Litt.

The report also found:

  • Seven in 10 marketers view video consumption as an effective indicator of lead quality or business opportunity.
  • Eighty-six percent of marketers track video-marketing effectiveness using some form of measurement.
  • Virtually all video content marketers believe that video is gaining importance for marketing and sales.
  • Eight in 10 believe in the importance of using viewing data for advanced marketing purposes, such as to score leads or affect marketing automation.
  • Forty-four percent of respondents use internal and external resources to produce video.

Although marketers recognize the importance of viewing data, they fall short in using that data to improve their content marketing strategy. Just 25 percent of respondents are using viewing data to enhance their content marketing strategies, according to the latest Vidyard report. Another quarter said their ROIs in video marketing are unknown. Interestingly, those who are using intermediate or advanced metrics are more likely to report improvements in their ROIs.

The Content Standard previously reported on how B2B organizations are increasingly bullish when it comes to video marketing. Eighty-two percent of marketers who have tried using video say they found success in reaching their campaign goals.

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