Content is King

Remember the old days of communicating with customers when you were forced to rely on broadcasting your message to the masses, whether via TV or radio advertising, print ads or billboards? You put your message out there and calculated that some small percentage of people who saw it would have a favorable reaction and buy your product or service.

These days, of course, we’ve gone a complete 180 and instead can hyper-target who sees and responds to your message. There are incredible tools available to marketers now, in 2017, but what’s more relevant today than ever before is the need to produce quality content. And quality is the key word. Your content needs to be something that your current and future customers will find interesting, relevant and engaging.

Many marketers find that producing such content is time-consuming and challenging. But at the end of the day it is completely worth the investment, and the proof of that is in the numbers. I recently saw a statistic that showed that companies that publish a blog post 16 or more times per month increase their web traffic by three and a half times over companies that publish 4 or fewer posts per month. That is a significant number because of course, every time someone comes to your website it is an opportunity for them to engage with your brand or to purchase your product or service.

When you begin to consistently put out content that people care about you establish yourself as an expert, and you become a trusted source of information. In addition, when your content is interesting and valuable it is shared by your followers and you suddenly find yourself in front of a new audience that you may have not initially been aware of or had access to.

Written content is powerful, but video content can help you take your customer engagement to a whole new level. Consider these statistics. Social video generates 1200% more shares than text and images combined. Brightcove reports that video drives a 157% increase in organic traffic from search engines, while MarketingLand says that 62% of Google searches include video. And, of course YouTube is the world’s second largest search engine and videos that are hosted there and link to your website can help your Google rankings. “How-to” searches on YouTube have been consistently growing at approximately 70% per year, and this trend is projected to continue.

It’s our belief that written content and video are both important to your customer engagement and your SEO. But be aware that both your written and video content must be high quality or it will be a turn-off for your audience. Brightcove, in one of their studies, reminds us that poor quality video will actually give people a negative perception of your brand.

Need help with your content creation? At White Knight we offer both Video Crisps and our total content solution: Content and Crisps. To find out more about our programs, schedule a time for a discovery session.

 

 

 

The Power of Video

At White Knight we do a lot of things but one that we’re best at is making videos that tell compelling stories. Why is this important? I’ll get to the statistics later, but let’s start out with some anecdotal evidence that I’ve seen over the past ten years in this business.

For one thing, people do not like to read long blocks of text. We all know that attention spans are getting shorter and shorter, but what many people don’t realize is that the preferred way to receive information is through the multi-sensory experience of a video.

Also, videos are one of the best ways to showcase your passion and personality. Even with our increasing interest in working in the digital space (often remotely) we still crave personal attention and want to do business with people we like and trust. In many service businesses there is simply no substitute for that human element in the form of excellent customer service and partnership. How better to show your clients who you are than through video?

Strategy matters: Even though it’s easy to create and put up videos on your sites, you must remain aware of your overall goals, strategy and tactics, and make sure the video content is working for you. There is nothing wrong with using videos that are more “raw” and authentic, to give your viewers a glimpse into your company in a unique way (such as a behind-the-scenes view of your space). However, it is imperative that all of your videos reflect your overall brand and messaging, and present a professional view of your organization.

Have you heard about Video Crisps yet? If not, then check out this video for a brief overview. Then keep reading for some awesome statistics.

 

 

Here are some statistics that you might find interesting, especially if you’re thinking about making video a more central piece of your marketing content.

  1. Marketers who use video grow revenue 49% faster than non-video users (VidYard)
  2.  People spend on average 2.6x more time on pages with video than without (Wistia)
  3. 52% of marketing professionals worldwide name video as the type of content with the best ROI (Syndacast)
  4. Snapchatters watch 10 billion videos a day (AdWeek)
  5.  500 million people are watching videos on Facebook every day (TubularInsights)
  6. 4x as many customer would rather watch a video about a product than read about it (Animoto)
  7.  Almost 50% of internet users look for videos related to a product or service before visiting a store (ThinkWithGoogle)
  8.  52% of marketers believe that video is effective for brand awareness (WowMakers)
  9.  59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video (MWP)
  10. 65% of video viewers watch more than ¾ of a video (Syndacast)

If all of this has convinced you that you could be doing more with video to help drive your business forward, email us to set up a time to chat about how we can help you. Or check out our website for more information about how you can get started today.