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Video gains importance in content marketing

Effective content marketing requires diverse media types to share information. While white papers, case studies and articles are strong content forms, business-to-business brands are increasingly finding that visually stimulating mediums are key to engaging prospective buyers. The Web Video Marketing Council, ReelSEO and Flimp Media recently released the results of a joint survey of 600 marketers, more than half of whom work for B2B companies. Ninety-three percent of respondents reported using video in their marketing initiatives, up from 81 percent last year.

The majority of marketers, or about 82 percent, said video has positively impacted their efforts, and nearly 71 percent stated they intend to increase their video marketing budget in the coming year compared to last. 

Roughly 84 percent of marketers surveyed said they use video on their websites, 65 percent utilize it for YouTube marketing, 60 percent for social media and 60 percent in email. Other popular ways in which B2B marketing professionals reported using video marketing is to explain new products or services, for sales lead generation and for Internet advertising.

The results of the study suggest that as Web users increasingly rely on multimedia to inform purchases and interact with brands, video is a vital ingredient in a strategic content marketing strategy.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.