There are a number of different ways to reach your consumers online, but have you ever experimented with online video? Many online marketers are suggesting that video is the future of content marketing and according to Cisco, “by 2017, video will account for 69% of all consumer internet traffic”.
This month, Interactive Minds hosted an event on Exploiting Video In Your Content Strategy. This event had some great speakers, including Farhad Meher-Homji (Founder of Changer Studios), Mark Blair (Vice President Australia & New Zealand, Brightcove), James Johnson (Group Digital Manager, Michael Hill) and Douglas Nicol (Partner, The Works). There were many interesting points to take from this event, but the following are the points that I feel were most important and should help shape your next content strategy:
Another thing to take away from the event was a concept called Shoppable Video. This was an idea shared by James Johnson from Michael Hill. Shoppable Video is designed to make it easier to purchase while watching a video online (for an example, click here). Johnson said that this strategy was able to provide them with the following results:
Shoppable video is also something that has worked well for ASOS. Their Urban Tour campaign resulted in having 14% of their customers purchase within seven minutes of watching the video; 46% of these visitors were also new conversions!
Video content has the ability (when well executed) to increase conversions, educate, increase branding, be shared and communicate concepts to your desired consumer. You don’t have to create a shoppable video – you simply have to tell a story. Perhaps this should be the next step in your content strategy.