5 Reasons Video Is Essential For Your Marketing Strategy

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By Keith Jolie

This past weekend I was busy volunteering with the annual Polar Bear Dip for Habitat for Humanity in Toronto. Amid all the interviews, media interactions and watching around 700 people run into icy cold water,  I was struck by the prevalence of video at the event.

One of my interviews with a larger news media company was via Facebook Live, and many of the dippers had GoPros strapped to them as they ran into the water. Those videos, shared by a significant percentage of the participants, have allowed the event organizers to market the excitement of the event to a very large audience and to grow the event year after year.

Video has grown to become in many cases, the linchpin of a successful content marketing strategy. While content marketing is a bit of an overused buzzword, the concept is sound.  Marketing your business or organization involves engaging several channels in order to attract customers and as with traditional advertising, mediums like search engine marketing ( SEM ), social media marketing, and email marketing all rely on quality content to entice the customer to engage with the medium and for you to meet your marketing objectives.

If you’re not already using video as part of your content marketing strategy, here are five reasons why you should give it a second look:

1 – Critical Mass

Recent statistics gathered by Google pointed out that 53% of consumers on mobile feel more favorable towards companies whose websites feature video content. Video more than ever has reached a critical mass.  It is expected by your customers, and much like a business or organization that doesn’t have a website, not having video content will soon be seen as a sign that your business or organization isn’t professional.  

2 – Distribution Options Abound

There has never been a better time for businesses to embrace video as part of their content marketing efforts, and with both free and paid distribution options it also has never been easier.  Any business can easily (and for free) create a YouTube channel to feature video content and videos can easily be embedded in your website, sales presentations and used as part of conference displays. About 100 million hours of video are watched every day on Facebook.  With both Facebook and YouTube (Google Adwords) offering complex targeted distribution through their paid advertising models, more than ever you are able to direct your video content to the most appropriate audience and measure the results.

3 – High Definition and High Speed is Everywhere

In 2017, high speed data is a reality on even the most basic of mobile networks and most newer mobile phones now feature high definition displays and sound that would have been unimaginable even a few years ago.  This advancement has caused the global audience for video to grow exponentially. While high quality video looks best on the big screen, it is superbly suited for mobile consumption because it requires no user interaction and it can be shared easily.  Video allows a mobile user to take in a large amount of information without having to scroll through lots of text or click through from page to page and the audience is definitely there.  On mobile alone in an average week, YouTube reaches more 18+ year-olds during prime time TV hours than any cable TV network. (Google Think, 2016)

4 – It’s a Supercharger for your SEO

Search engine optimization (SEO) is a constantly moving target with search algorithm updates being released frequently. Recent observations by SEO professionals agree that the inclusion of video on your website continues to have a very positive impact on how frequently your website appears in related search engine results pages.  The benefits come from a few specific traits of video. First – multimedia content, and graphical (picture) content has for a long time had a positive impact on page SEO. Second, video content is sharable and social media shares are metrics that feed back positive SEO signals for your page. And third – properly embedded and encoded videos with script information expand the relevant keyword possibilities for any page that includes them.

5 – Buying Decisions Are Heavily Influenced By Video

The buying decision process in both the consumer and business to business markets has undergone a massive shift in recent years.  Product and service information that was once only available from sales staff can now be readily accessed from a wide variety of sources including review sites, best of lists, and industry publications. For businesses and organizations, ensuring that your content is front and centre during that critical research stage of the buying process is more and more important. With 68% of YouTube users (70% in Canada) indicating that they watched YouTube content to help them make a purchasing decision, the importance of ensuring that it is your message that they receive in that video becomes even more magnified.

While video isn’t the only element of a content marketing solution a business needs to employ, there is a strong argument to be made that most businesses should be prioritizing video as part of their marketing strategy. To find out more you should also check out our video called “Why Video”.  

Double Barrel Studios can offer your organization guidance as you consider video – give us a call, and let’s get talking.

Double Barrel Podcast: Episode 2 ‘Why Story?’

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At Double Barrel, we’ve had the pleasure of working with people from all types of industries.

They all come to us with a need – a new business or program or product they need to promote – and almost everyone recognizes the importance of telling a compelling story. Inevitably, though it comes time to put pen to paper – and that, my friends, is where everyone struggles. When you have so many things you need to say, how do you even begin?

Luckily for us, the craft of storytelling has been around for as long as we humans have roamed the earth. And over hundreds of years of refining of this craft, writers have developed a very clear methodology when it comes to keeping your audience engaged while still getting across the things you need to say.

In our SECOND installment of the Double Barrel content series, we’ll walk you step-by-step through this methodology, outlining the top 3 elements of compelling storytelling – so that you can be sure your next piece won’t fall flat. And don’t forget, we’re always here to answer your content questions. Feel free to drop us a line anytime!

Enjoy!!

PROJECT LAUNCH: T.E.A.D. – The Equestrian Association for the Disabled

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Recently Double Barrel Studios contributed our services to The Equestrian Association for the Disabled or T.E.A.D., an organization focused on enhancing the quality of life for children and adults with disabilities through equestrian therapy.

T.E.A.D.  was interested in producing a video that would convey the importance of T.E.A.D. and highlight the massive team of dedicated volunteers that help to keep this program running. This is a cause that we feel very passionate about and over the years the members of their team have become great friends of ours, so when they approached us we immediately got to work.

Our approach was to produce a vignette style video that would show the amazing things that T.E.A.D. does for disabled youth. During our time with T.E.A.D. our dedication to the project only grew as we learned how important this program is to the individuals and families involved. It takes over 200 volunteers per year to keep things moving, and to care for the specially trained horses that can remain gentle and calm in unpredictable environments.

After spending time at the farm, speaking with some of the riders and their families and the incredible team that run the organization, we couldn’t be happier to be launching this piece & we hope that it raises awareness to the cause.

If you’re interested in getting involved with T.E.A.D. you can give them a call at 905-679-8323 ext. 222 or visit their website at www.tead.on.ca

PROJECT LAUNCH: Living Wage Hamilton

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Hamilton is joining the conversation! We are well on our way to becoming a living wage city! We still have a long way to go but we’ve made significant progress & we are thrilled to be doing our part in spreading the word.

Double Barrel Studios is a proud living wage employer, as creatives it allows for our busy team of directors, producers, editors and writers to dedicate 100% of their efforts into providing the best experience when we work with our clients. When we heard that Living Wage Hamilton was looking to tell stories through the eyes of their local supporters, it only made sense for Double Barrel to jump aboard. We already share a passion for Living Wage & just like these other employers that we interviewed, we understand why it’s important and why it plays a vital role in the long term success of a company.

 

 

 

 

 

 

PROJECT LAUNCH: International Village BIA continued

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What is it about the International Village that draws the attention of business development? Is it the growing community? The exciting retailers? The opportunity for growth? Or is it about filling a very specific niche? We met with 4 very different business owners within the neighbourhood to discuss all the great characteristics of the International Village and what exactly sets it apart and makes it stand out.

We are so excited to be launching our second string of vignettes for the International Village BIA! Being able to tell the stories of the pioneers and innovators that have been on the leading edge of the success of this district, but also the new and exciting businesses that are jumping aboard has really been such a privilege. 

It was a pleasure featuring the extremely hardworking and talented individuals behind these great businesses. Shout out to Tundra LeatherBent Hair DesignVintageSoulGeek & Steel Lounge!