Is Video Part of Your Content Strategy?

March 24, 2010 · 4 comments

mobile videoThey way people consume content is evolving. What once was the world of radio, TV and print, now that same content is being consumed it some type of digital format. With the constant advances of mobile devices, you’re seeing content that ranges from 120 second videos to full-length movies being watched in someone’s hand.

In a recent Marketing Charts article, Americans are watching an increased amount of video online.

“
Online video consumption rose 16% from 2008-2009, to an average of 22 minutes. Of note, approximately 44% of all online video is being viewed in the workplace. Research shows that Americans watch network programs online when they miss an episode or when a TV is not available. Online video is used essentially like DVR and not typically a replacement for watching TV.

Adults aged 18-24 watched the most weekly online video, 39 minutes. Kids ages 2-11 watched the least weekly online video, four minutes.

Active mobile video users grew by 57% from the fourth quarter of 2008 to the fourth quarter of 2009, from 11.2 million to 17.6 million. Much of this increase can be linked to the strong growth of smartphones in the marketplace.

However, total time spent per week watching mobile video is still low, partially due to the fact essentially no consumers ages 2-11 or 65 and up watch video in this manner. Overall, Americans watch four minutes of mobile video per week. Adults ages 50-64 watch less than minute of weekly mobile video, while teens ages 12-17 watch 21 minutes of weekly mobile video.”

Have you thought of ways you could add video to your content strategy?

Here are a few ideas to get you started:
1. Take your reader/viewer and give them a behind the scenes look at what you do or your company.
2. Product reviews
3. Interviews
4. Video blog posts/commentary
5. How-to’s

As you get familiar with producing video content, expand and get creative on how you tell your story. Remember, not everyone connects with just text or even audio. Sometimes, see is believing.

If you see the value of adding video to your content strategy, but don’t know where to start. Check out veteran video blogger, Steve Garfield’s book, “Get Seen: Online Video Secrets to Building your Business” (affiliate link)

Are you currently using video? What kind of results are you seeing?

image credit: BenDodson

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  • http://www.facebook.com/scottclark Scott Clark

    I see several reasons that video has not made it into the content strategy. But one big one is that PR are used to pixel-perfect alignment of everything that goes out the door and anything less than the $30k tv-spot makes some nervous. But seriously…if a brand is so fragile that a mildly shaky but insanely useful video will do it harm, you have other problems For these folks, the videos are never good enough – one, perhaps two ever make it online. Eventually, the idea loses momentum. I've seen this first hand.

    Next is the “keep things close” issue – so many are not ready to create a youtube channel and let their videos go free-range. They still host videos locally (which usually prevents mobile viewing) and disable video embedding, when they should be making content that encourages sharing.

    And don't even get me started on the lack of Video SEO!

  • http://www.davidsfinch.com David Finch

    OK, Scott I won't bring up Video SEO. I think you're right in a lot of cases, but brands that get the social space seem to understand how content is being consumed and are willing to “open it up,” as well as OK with the footage being a little raw.

    However, there are a lot of companies that have a long way to go.

  • http://www.davidsfinch.com David Finch

    OK, Scott I won’t bring up Video SEO. I think you’re right in a lot of cases, but brands that get the social space seem to understand how content is being consumed and are willing to “open it up,” as well as OK with the footage being a little raw.nnHowever, there are a lot of companies that have a long way to go.

  • Pingback: What the eff is my video content strategy?

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