The use of content marketing by many of today's more innovative organizations has proven its worth in terms of dollars and cents over the past few years. However, the promotional practice continues to evolve, and many businesses now use various types of information to engage consumers and convert leads into sales. This is most evident in the growing consumption of video content by people living in the United States. Recently, comScore released its July 2012 U.S. Online Video Rankings, which found that 184 million U.S. internet users watched 36.9 billion online videos last month, which is up 4 million year-over-year.
Additionally, the duration of the average online content video grew from 5.3 minutes in July 2011 to 6.7 minutes in July 2012. This significant uptick indicates that consumers are more willing to allocate their time toward visual information, which gives B2B marketing professionals bigger opportunities to promote to buyers using digital media.
Regular content updates give prospective and current clients reason to visit a website again in the future, so businesses need to maintain their web pages if they want to make the most out of their online promotional efforts. Video adds another channel to the marketing mix, and it's important to diversify the advertising portfolio enough to reach a wider demographic.