In the ever-evolving landscape of content marketing, one thing is clear: video has become a game-changer. With the rise of platforms like YouTube and TikTok, video has transformed the way brands connect with their audience. In this article, we will explore the impact of video on content marketing, its role in SEO, and how brands can leverage it to stay ahead of the competition.

The Power of Video: A Shift in Content Strategy

The Rise of Video as the Anchor Medium

Traditionally, blogs were the go-to medium for content marketing. However, with changing consumer preferences and the emergence of new platforms, brands are rethinking their content strategy. According to industry experts, video is now taking center stage as the anchor medium for many brands.

Video offers several advantages over written content. It is highly engaging, visually appealing, and can convey complex information in a concise and entertaining manner. Moreover, with the right video format, brands can repurpose their content and reach a wider audience across various social media platforms. From short-form videos on TikTok to long-form videos on YouTube, brands are finding success by embracing video as their primary content format.

The Fuel for a Content Engine

One of the key reasons behind the increasing popularity of video is its ability to fuel a content engine. A single long-form video can be repurposed into multiple shorter clips, creating a steady stream of content for social media channels. This not only saves time and resources but also ensures that brands stay visible and relevant across various platforms where their target audience spends time.

Expert-led Content and Thought Leadership

Video is also highly effective for expert-led content. It allows brands to showcase their in-house experts, making them more authoritative and trustworthy in the eyes of their audience. Additionally, brands can collaborate with external experts to provide valuable insights and advice outside their own domain of expertise. By leveraging video, brands can establish themselves as thought leaders and differentiate their content from the competition.

Disruption of Legacy Marketing Channels

The landscape of marketing channels is constantly evolving, and video is playing a significant role in disrupting traditional channels. According to HubSpot’s data, brands are planning to invest more in short-form video, influencer marketing, and SEO. Video not only powers the first two but also plays a more prominent role in search results. With the exponential increase in video consumption since 2020, brands are realizing the potential of video to reach their target audience where they are most engaged.

The Role of Video in SEO: Adapting to Changing Search Expectations

The Evolution of Search and User Expectations

Search has undergone significant changes over the years, with multiple algorithm updates and the emergence of AI. However, contrary to popular belief, SEO is far from dead. In fact, search remains a valuable channel for brands to reach their audience and evaluate products before making a purchase.

A survey conducted by marketer John Collins revealed that over 80% of B2B software buyers are satisfied with search results, and 40% are very satisfied. However, user expectations have evolved. While search results still meet their needs, buyers have become more reliant on third-party reviews and external content sources to fact-check and validate the information provided by companies. Brands must adapt to these changing expectations and invest in offsite efforts to enhance visibility and differentiate themselves from competitors.

Holistic Approach to Search and Offsite Efforts

To succeed in the evolving landscape of search, brands need to adopt a holistic approach. This includes not only optimizing their own website but also investing in offsite efforts to improve visibility in relevant searches. Building relationships with external content sources, securing backlinks, and providing valuable insights through guest posting are some strategies that can enhance a brand’s presence in search results.

Furthermore, brands should focus on creating unique and differentiated content that stands out from the sea of “copy-paste” content. By offering valuable insights, addressing pain points, and providing innovative solutions, brands can position themselves as trusted sources of information and gain a competitive edge in search rankings.

The Impact of Video on Search Results

Video is not only disrupting legacy marketing channels but also redefining search results. With the dramatic increase in video consumption, search engines are placing more emphasis on video content, making it more prominent in search results. Brands that embrace video and optimize their video content for SEO have a higher chance of appearing in relevant searches and capturing the attention of their target audience.

Additionally, video provides an opportunity for brands to showcase their products or services in action, demonstrate their expertise, and engage with their audience on a deeper level. By incorporating video into their content marketing strategy, brands can enhance their SEO efforts and improve their visibility in search results.

The Role of AI in Video Production: Streamlining Time-Consuming Tasks

The Rise of AI in Video Production

Artificial Intelligence (AI) has made significant advancements in various industries, and video production is no exception. AI-powered video tools have become commonplace, helping video creators streamline time-consuming tasks and improve productivity. According to a survey, over 90% of video creators believe that AI-powered tools make them more productive.

AI is transforming various aspects of video production, including content repurposing, translation, voice-overs, rough cuts, and audio cleanup. Tools like Kapwing’s Repurpose Studio enable marketers to repurpose content efficiently by automating the process of finding and editing clips. AI-powered voice generation and voice cloning tools produce realistic voices, allowing teams to update content without relying on the availability of the original speaker. Furthermore, AI tools can speed up the initial cuts of videos by automatically removing filler words and silences, saving valuable time for the creative storytelling process.

The Benefits of AI in Video Production

The use of AI in video production offers several benefits. Firstly, it saves time by automating tedious editing tasks, allowing video creators to focus on the creative aspects of storytelling. Secondly, it improves the quality of videos by enhancing audio, removing background noise, and seamlessly integrating different clips. Thirdly, AI tools enable video creators to repurpose and translate content more efficiently, reaching a global audience and maximizing the impact of their videos.

As AI continues to advance, video creators can expect further improvements in AI-powered tools. Generative video, in particular, is an area that shows great promise. While current generative video tools may require heavy editing or manipulation, experts predict that AI will reach a level where generative video can be published directly without extensive human intervention. This opens up new possibilities for content creation, allowing brands to leverage AI to create engaging and high-quality videos at scale.

The Rise of Thought Leadership in Video Marketing

The Importance of Thought Leadership

Thought leadership content plays a crucial role in content marketing. By presenting strong opinions and evidence-based solutions to problems, brands can build affinity with potential customers and establish themselves as trusted advisors. Thought leadership content not only offers instruction but also shapes people’s opinions and influences their behavior.

In a world where AI-generated content is becoming more prevalent, and company-produced content often lacks differentiation, there is a growing demand for thoughtful and polished idea-driven content. Brands that can provide unique insights, challenge the status quo, and offer innovative solutions have the opportunity to stand out from the competition and attract a loyal audience.

Leveraging Video for Thought Leadership

Video is an ideal medium for thought leadership content. It allows brands to communicate their ideas effectively, showcase their expertise, and engage with their audience on an emotional level. By leveraging video, brands can create compelling narratives, deliver powerful messages, and establish themselves as industry leaders.

To excel in thought leadership, brands need to focus on developing strong, evidence-based opinions and delivering them in a creative and engaging manner. Video provides the opportunity to bring these opinions to life through visual storytelling, interviews with experts, and real-life examples. By consistently delivering thought-provoking and valuable content, brands can build trust, establish their authority, and drive meaningful engagement with their audience.

The Future of Video in Content Marketing: Bold New Formats and Creator Relationships

Exploring Bold New Video Formats

As video continues to dominate the content marketing landscape, brands are exploring bold new formats to capture the attention of their audience. Traditional advertising-style videos are no longer the only game in town. Brands are pushing the boundaries creatively, using humor, storytelling, and innovative techniques to create memorable and impactful videos.

Short commercial-style videos, like the one created by HockeyStack, can deliver a powerful message in a concise and entertaining manner. These videos, although not high-budget productions, are more polished than simple phone recordings and effectively convey the brand’s value proposition. This trend is not limited to advertising-style videos; brands are also rethinking what’s possible with video in product showcases, events, and other creative contexts.

With advancements in technology and the availability of affordable video production tools, brands can experiment with new video formats, even on a limited budget. By thinking outside the box and embracing creativity, brands can create videos that resonate with their audience and leave a lasting impact.

The Rise of Creator Relationships

In addition to exploring new video formats, brands are increasingly investing in creator relationships. Creator Go-to-Market (GTM) is emerging as an approach where individual creators play a central role in content creation and distribution. Unlike traditional brand-first content marketing, Creator GTM places the individual creator at the center, leveraging their unique experiences and opinions to create engaging and authentic content.

Creators have gained significant influence online, and audiences are increasingly connecting with individuals over brands. This shift in consumer behavior has compelled marketers to explore opportunities where creators can connect brands with customers. Brands are collaborating with external creators on branded content series or campaigns and investing in deeper relationships with creators.

The growing influence of creators, the rise of work-focused creators, and the need for brands to evolve their content marketing strategies have all contributed to the emergence of Creator GTM. By leveraging the power of creators, brands can tap into their audience’s trust and engagement, amplify their reach, and create more impactful and authentic content.

Employee Creators: A Selective Approach

While investing in creators is a growing trend, not every company can or should train internal employees to become content creators. Creating high-quality content requires a specific set of skills and talents that not everyone possesses. Instead, brands should focus on specific groups when considering in-house creators.

Hired talent with prior experience in building audiences, founders and executives who can leverage their expertise and become the face of the brand, and cherry-picked subject matter experts who can provide valuable insights are the ideal candidates for in-house content creators. By investing in a few hand-picked individuals, brands can effectively leverage their internal resources and create engaging and impactful content.

The Rising Importance of Self-Attribution Data

The Limitations of Traditional Attribution Software

Measuring the success of content marketing has always been a challenge. Traditional attribution software often falls short when it comes to tracking content published natively on social media or offsite. This creates a blind spot for marketers, as they cannot fully attribute the impact of their brand-building content.

Dark social, which encompasses channels where tracking is limited or not available, has further complicated the attribution landscape. Channels like podcasts and social media serve as important touchpoints with customers but are rarely attributable through traditional methods.

Leveraging Self-Attribution Data

To overcome the limitations of traditional attribution software, content marketing teams are turning to self-attribution data. By directly asking customers how they discovered a brand or its content, marketers can gain valuable insights into the impact of their content marketing efforts. This approach allows brands to triangulate the effectiveness of their various initiatives, both measurable and non-measurable.

By combining software-provided data with self-attribution data, marketers can gain a more comprehensive understanding of their content’s impact. This holistic approach enables brands to optimize their content marketing strategies, allocate resources effectively, and make data-driven decisions.

Video has revolutionized content marketing, transforming the way brands connect with their audience and optimize their SEO efforts. From serving as the anchor medium for content strategies to streamlining production tasks with AI, video offers numerous advantages for brands looking to stay ahead in the digital landscape. By embracing video, leveraging thought leadership, exploring bold new formats, and investing in creator relationships, brands can enhance their content marketing strategies and drive meaningful engagement with their audience. As the future of content marketing unfolds, video will continue to play a central role in capturing attention, delivering powerful messages, and building lasting connections. Embrace the power of video and unlock the full potential of your content marketing strategy.