Video: The Future of Content Marketing

Video: The Future of Content Marketing

Video: The Future of Content Marketing
2 min read
Georgina Wilson
Georgina Wilson 06 Dec 2016

Most marketers would agree that HubSpot is one of the most authoritative voices when it comes to inbound marketing. In fact, their CEO Brian Halligan was the one who coined the very term ‘Inbound Marketing’ back in 2005, so it’s wise to listen when they publish something as big as the ‘State of Inbound’ report!

Well, listen we did, and we got some very interesting info about the future of inbound marketing, put simply; the future is video.

State of Inbound Report

The report is a 126-page behemoth which details the results of eight years worth of surveying marketers and salespeople from around the globe about their challenges, priorities, and strategies in marketing and sales.

Deep into the report (88 pages in) the question is posed; which content distribution channels do these SMEs plan to add to their marketing efforts next year? Video channels are the overwhelming response!

The fact that marketers want to utilise video more in their content marketing strategy isn’t surprising. The benefits of video for businesses is something many have been heralding for quite some time now, ourselves included. Listed below are some of the advantages:

  • Retention - Users spend 88% longer on websites with video content than those without.

  • Conversion - 71% of marketers say video content produces higher conversions than other content

  • ROI - The majority of marketers agree that video is the type of content with the best return on investment

  • Viewer attraction - Simply using the word ‘video’ in the title of an email improves open rates by 19%, click-through rates by 65%, and reduces unsubscribe rates by 26%

Video for inbound marketing purposes, not just outbound advertising, isn’t anything new but its popularisation is a positive step; it is better for both businesses and consumers.

Businesses focus on their core competencies and provide content that audiences want to consume, and consumers get a better overall experience, meaning the winner will be whoever provides the best stuff - not just who shouts the loudest.

Utilising video as an integral part of your content strategy is no longer giving yourself an optional competitive advantage, but a way of keeping up with competition. Syndacast predicts that 74% of internet traffic will be video content in 2017 if you are not part of the traffic you and your business will get left behind!

For more information, or to get a free quote, get in touch with Ellen on 01 681 4440, or email

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