"Vlog, don't blog" The importance of video marketing
Content marketing that doesn't utilize video just seems to fall flat compared to moving image marketing strategies. And, considering attention spans are getting shorter and shorter with every innovative viral sensation that hits the Internet, if your company's missing out on video in its marketing content, it's likely missing out on a huge cyber audience.
So, what are the benefits of using videos as part of your company's content marketing strategy?
Video is growing in popularity
If you surf the Internet for different advertising and marketing campaigns, chances are you'll find videos posted in company blogs, on business homepages, and everywhere in between. Simply put, video content marketing is growing in popularity.
Text is and always will be content essential, but the marketing masses are turning to video in droves as a way to expand on their marketing efforts.
So, to avoid being left out to dry, it's wise to jump onboard the video bandwagon. Besides, the average Internet user already watches over 100 videos a month and counting.
Watch-ability outweighs readability
As stated before, online attention spans are quickly adapting to the video format, thus giving other forms of content the backseat. With video, your company can say what it wants, how it wants, with visual representation, all in one short video.
Think of it this way, with your busy schedule, would you rather read about a company for 10 minutes, or watch and experience what that company is trying to convey in a 3 minute video? Video gives your company the opportunity to expand beyond the written word and truly reach the audience.
Vlog, don't blog
Blogging is great because it gives your company an opportunity to express itself as well as inform and update online audiences - all of which are essential marketing tools.
But, with vlogging, or video blogging, incorporating videos into blog posts brings your company's online presence to a whole new level. So, instead of posting a blog about the newest line of products or the most innovative services your company has to offer, vlog instead.
Likewise, as far as customer questions go, responding in a vlog post is much more effective than just replying to a customer's comment via the written format.
Inherently compelling content
People relate to images more so than words and with video, your content marketing is already compelling because it's visual. In other words, what do you think is going to get more online traffic: a how-to article or a how-to video with step-by-step visual instructions?
Everything from demonstrations to interviews to customer testimonials to straightforward advertisements is automatically in class of their own with video. As long as you keep the video content unique and engaging, audiences will watch without even realizing they're being marketed to.
When it comes to content marketing with an undeniable impact, going the video route will take your company to new cyber-heights.
About the author
Adam Groff is a freelance writer and creator of content. He writes on a variety of topics including marketing, problems with ripoff report, and social media.
Q&A: Professor Loredana Padurean, Asia School of Business
As someone who is creating Asia Pacific’s business leaders of the future, what do you believe are the essential skills leaders require?
In many ways, we need leaders who are Renaissance women/men or polymaths, as opposed to specialists of an industry or a field. A polymath is a person with profound knowledge, proficiency and expertise in multiple fields and today’s leaders have to be able to combine various ideas, look at problems in novel and useful ways, and develop a broad and yet still deep set of skills, talents, and knowledge.
You’ve coined ‘smart’ and ‘sharp’ as skills of the future. What are these?
They are replacements for ‘soft’ and ‘hard’ skills, a concept coined by a US Army doctor in 1972 who observed that his pupils had different skills: dealing with machinery required ‘hard’ skills, while dealing with people and paper were ‘soft’ skills. This concept has served us well since, but I find it too binary, not to mention the semantic implications of the words themselves.
Soft implies gentle, delicate, mild, quiet, tender, weak. However, there is nothing soft in navigating competing perspectives and cultures, handling and delivering critical feedback or dealing with office politics. Instead, I prefer to call these skills ‘smart’. Hard implies rigid, difficult, heavy, static. But how can we think of engineering or software development as static or rigid? I believe ‘sharp’ is more apt as such skills need constant updating or sharpening.
I think it’s time to reflect on these classifications, because we can drastically change someone’s perspective by how we choose to talk about and frame something.
How important are smart skills in leadership today?
Smart skills are more important than ever because we live in a world of extreme diversity: generational, ethical, value-based, gender, etc. Gone are the days when giving an order was an effective act of leadership. I personally work with people from five different continents and across five different generations, therefore as leaders, we need to know how to adapt, motivate, inspire and connect. We need to increase our investment in learning about them in action, especially as smart skills are more difficult to develop.
I believe that a successful leader today has to be both smart and sharp. Take cognitive readiness, one of my top 10 smart skills. In order to be cognitive ready, one has to master system dynamics, one of my top 10 sharp skills. Also, did you know that one of the primary reasons why digital transformation fails is not the absence of digital literacy, a sharp skill, but the need for more validation and adaptability, both smart skills. So, instead of thinking of these skills as binary, I prefer to think of them as the yin and yang; co-existing and complementing each other.
So, you can teach leaders smart skills then?
Yes, you can, via a combination of the classroom experience, plus an action component supported by deeply embedded reflection. At ASB we call this Action Learning, and we teach it both in the MBA and in the executive programs. For example, in teaching a leader emotional maturity as a smart skill, first they need to learn what it is, and then act on it, before reflecting on what we did and how we did it. And then to repeat it, but this time with more expertise and awareness. It’s not easy, but that’s why my favourite mantra is ‘the job is easy, the people are not’.
Discover Professor Padurean's successful skills for a digital transformation here