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Actionable Marketing Podcast

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Nov 20, 2018

These days, content marketing is all about videos. This trend is expected to continue into the future. By 2021, it’s been estimated that 82% of consumer Internet content will be from the video medium. Video helps marketers improve SEO, increase engagement, and produce higher retention rates.

Today, we’re talking to Alex Schofield, account executive at Wistia, where he helps customers reach their sales and marketing goals by using the company’s video platform. He shares how to avoid the pitfalls of creating videos as one-off tactics to create a video strategy and think creatively for unique and budget-friendly uses of video.

Some of the highlights of the show include:

  • Reasons why marketers should embrace video (generate awareness and help people make decisions about different problems that your company could solve)
  • People retain 90% of message delivered via video, compared to 10% via text
  • Customers crave authenticity and human connection when dealing with businesses - video makes that possible
  • Use video as an inexpensive part of your email strategy to gain exposure; and use social exposure to build influence and awareness of your brand
  • People’s email filters are out of your control, but email is still effective - if you focus on how you deliver the video   
  • Think strategically about where video can play a part in every stage of your marketing funnel to guide prospects and help push them through their journey
  • Measure success by identifying the goal of the video and funnel stage
  • The B-word (Budget): Different types of videos for different budgets
  • Video Distribution: Include videos on the landing pages of your Website and work with existing avenues (email, social networks, etc.) to incorporate videos

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