Why Your Content Strategy Needs to Include Video

Video is a necessity in your marketing strategy, given that people watch more of it than ever. 78% of people watch videos online weekly, and 55% watch videos online daily. You need to meet your audience where they are. Other marketers agree–Content Marketing Institute found that 73% of marketers say video has become more important to their business in the last year.

High-quality video content is of dual benefit, measurably improving both paid traffic performance and organic performance. Unique content will expand ad reach and improve consumption KPIs such as average session duration. According to HubSpot, video is the most engaging format for consuming information from brands.

Video in the Content Mix

Your content development plan will include a mix of content including written content, videos, photos, memes and infographics, but video content in particular provides these measurable benefits for organic performance:

A website is 53X more likely to reach the first page of Google search results if it includes a video.
You can boost your conversion rate by up to 80% by including a video on your landing page.
A social video reportedly generates 12x more shares than text and images combined

Video in Ads

On top of the organic enhancement, using video in your paid ads is one of the best ways to engage your audience and get high-quality leads. You need to be present in many places for people to see and interact with your brand. That means YouTube and paid social media, two places where video ads are king.

Using video allows you to engage with their target audience in a unique and meaningful way throughout all parts of the buyer’s journey, adding more value than search ads alone.
Using video in your pay-per-click strategy has a low cost per click rate, and for the most part you don’t have to pay if people don’t engage or click.

Video content has the power to inform, entertain, inspire, and activate audiences. Ultimately, creating video content that lives on your landing page, social media, or YouTube generates engagement, and Google loves engagement.