2014 – The Year for Using Video to Improve Content Marketing

Avram.DPBy Aram Harutyunyan, Lead Designer, Digital Pomegranate

Yes, content marketing is crucial to your overall marketing plan in 2014. Not only does content marketing increase engagement and brand loyalty; it generates more traffic and more leads.  One year ago, Nielsen reported that over 27 million pieces of content were being shared each day. No wonder traditional marketers are taking notice!

I scroll through news feeds on Facebook, LinkedIn and Twitter EVERY day. I’m hungry for what everyone is sharing. So, the statistics behind content marketing’s growth don’t surprise. In fact, people spend more than 50% of their time online with content and an additional 30% of their time on social channels where content can be shared.

No wonder posts with videos saw a 65% increase in engagement just one month after Facebook Timeline launched. Now we see why marketers are spending nearly 1/3 of their budget on content marketing. Since online marketing costs over 60% less than traditional advertising and marketing, AND generates 3 times more leads, why wouldn’t they invest their money there? The real question is what kind of content and how to engage your consumers?


There is a simple answer for 2014…Animated Videos!



Let’s look at this more closely. 90% of users are reading something because it was SHARED. Add in the fact that 90% of the information that comes to the brain is VISUAL. In fact, editorial pieces that contain pictures and or video that get 94% more views than those without. Here are a few statistics that might get you thinking:

  • According to Forbes, 59% of executives would rather watch video than read text.
  • Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
  • After watching a video, 64% of users are more likely to buy a product online, according to ComScore.
  • According to Rhythm and Insights, combining video with full page ads boost engagement by 22%.
  • Animated explainer videos increase conversion rates by 20% according to Unbounce.


Where to start?

With so many different ways to incorporate video into your content marketing, there’s no excuse not to. Which flavor of online video should you try? Here are a few ideas to get you thinking and  you can be sure that we will cover these on our compro.biz channel – Content Couture in the near future.

Explainer/Tutorial Videos – For many brands, video starts here. It begins as a way to show a customer how to do something more efficiently. Explainer or tutorial videos allow customers to see, in action, what it is they’re trying to accomplish to help them follow along at home. They can also be used to simplify hard concepts in a customer’s mind.

Testimonials – Whether it’s from clients sharing how great it’s been to work with you, from industry partners who have benefited from your collaboration or even your own team talking about what it was like to be part of your latest project, testimonials are a powerful way to establish social proof.

Video PSAs – When it comes to evoking an emotional response, nothing does it better than video. Whether you’re a nonprofit on a limited budget or you have some serious cash to spend, to use video is to use the combination of sight and sound to affect people in a very real way.

Character Animations – Whether you hire a motion graphics company or do it yourself, character animation is another type of video to incorporate into your content marketing strategy. The reason many brands like animation is it gives you the creativity freedom.  Animation provides visual and emotional stimulation, as well as that wow factor your content needs to be remembered.

About: Aram Harutyunyan, a lead designer with Digital Pomegranate, the Gyumri, Armenia based web and graphics design firm.