Video is critical to your content strategy because it’s snack-sized, memorable, and measurable. These aren’t just the components that make it perfect for your audience who crave short, engaging pieces, but they’re also the features that make video every marketer’s dream format. Because it’s especially visual, you can use video to teach complex concepts (what is content if not to make things more clear for your audience?), and you can use it to inspire marketing-specific actions (demos, trials, subscriptions, and more). But beyond video’s unique ability to convert like no other, the medium has become especially valuable to data-driven marketers. This is because you can track and measure audience engagement for video in a really meaningful way.
You can tie your videos directly to the deals they are helping to influence and you can see which assets are actually resonating based on analytics. This is the reporting that marketing desperately needs to prove the value of gamechanging initiatives. Times are changing and gone are the days when creating an especially impressive video was the only piece of the puzzle. Today you need to refine your video strategy and start monitoring your performance as it relates to ROI. Marketing technology has evolved to fit the bill and you can now track exactly who’s watching your video content, and for how long. .