If you can only add one more thing to your inbound content mix, you should focus on video. According to Cisco, video will represent 79% of all Internet traffic by 2020 and it is already the fastest growing content format online by far. YouTube is increasingly used as a search engine, and as such has become the second largest search engine after Google.
If you are not using audiovisual content to attract and convert your audience (your personas), you are basically missing a huge opportunity to connect with a lot of people. Using video, you can reach your personas through a type of content that is extremely quick for them to take in, digest and understand. The video format also allows you to give them a lot of information in a very short amount of time.
In addition to this, you also get the opportunity to communicate values and emotions in a way that is just not possible with text and imagery alone. Done correctly, this can generate traction for your brand—and if it’s valuable and inspirational, your brand likeability could shoot through the roof as a result.
Since the attention span of most people online is low, and the competition for eyeballs is high, you need to think ‘message effectiveness’ when producing content that should attract, inform, inspire and possibly convert your personas. Video content is excellent for these tasks.
Based on the list above, I have compiled a guide (ppt) with recommendations. Feel free to download.
Want to know more? Through our content creation guide: what, why, when and how to use it, you'll find much more to read!