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1. How-To Guide
Enhancing Content with Video
Marketing
By Kristen Maida, Research Analyst
January 2014
EXECUTIVE SUMMARY
As discussed in our Content Marketing Plan Methodology, video is just
one of the content types popular among marketers today. Video falls
under the larger umbrella of “content” along with articles, guides,
whitepapers, case studies, eBooks, etc.
However, the sheer growth of online video watching over the past two
years has analysts believing that video could be the “go-to” content
marketing format of the future. “Watching online videos is now a
mainstream activity. 78% of people watch at least once a week and 55%
watch every day” (www.threemotion.co.uk).
Videos are not only affecting the Content Marketing realm, they are also
making a big impact on Social Media. According to www.zuum.com,
“Video is the most shared brand content on Facebook.” Furthermore,
“500 years of YouTube video are watched every day on Facebook, and
over 700 YouTube videos are shared on Twitter each minute”
(www.youtube.com).
These statistics on video viewing and sharing behaviors are enough to
make any marketer immediately invest time in researching a Video
Marketing program. Likewise, these statistics will certainly help when
building a business case for Video Marketing to gain buy-in from senior
management.
© 2014 Demand Metric Research Corporation. All Rights Reserved.

2. How-To Guide
This How-To Guide discusses why Video Marketing is the Content
Marketing format for 2014, shares the benefits of Video Marketing, and
introduces actionable items to get started on your Video Marketing
program.
WHY VIDEO IS THE CONTENT CHOICE FOR 2014
The rapid growth of video viewing and sharing provides marketers with
many substantial motivations for utilizing video as a catalyst for a content
marketing initiative. Video has become so popular; in fact, many
researchers believe that video is the content choice of the future. While
the list of reasons to choose video to support content marketing is
lengthy, here is a short list of the most compelling justifications:
 Consumers process visual content faster.
 Video is an extremely effective medium.
 Search engines love video.
 Video is highly preferred by Internet users.
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© 2014 Demand Metric Research Corporation. All Rights Reserved.