Content Marketing’s Royal Baby

knowledge box category:
content marketing

Custom publishing, lead generation, inbound, storytelling, brand journalism, it may have many aliases but “a rose by any other name would smell as sweet”… or whatever.

Regardless what you call it, content marketing reigns supreme in the greater scope of the marketing world, especially when it comes to online communications. By definition, content marketing should focus “on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.”

Attracting and retaining the audience is where content marketing gets tricky – a purpose that most definitely implies engagement and in the kingdom of content, nothing has proven to be more engaging than video. So, if content is king, video is certainly the royal baby. An aurally enchanting, visually enticing, information-rich, bundle of joy. Effective execution ensures people are drawn to that play button just as great auntie’s pinchers seemingly have a magnetic pull to the cheeks of the young and unsuspecting.

Not sold? There’s a host of statistics that back up my royalty claim:

  • Blog posts with a video attract 3x as many inbound links as those without.
  • Landing pages with video experience 800% more conversion.
  • 92% of mobile video viewers share videos with others.
  • Globally, the amount of video from people and brands in Facebook News Feed has increased 3.6x year-over-year.
  • The word “Video” in an email subject line boosts open rates 19%, click-through rates by 65% and reduces unsubscribes by 26%.
  • eCommerce visitors are 64% more likely to make a purchase after watching a video.

Now that I have you convinced, why don’t we take a look at the content marketing decrees that give way to imperial video marketing? Give the definition another glance, there’s a specific set of adjectives absolutely critical for content to succeed – valuable, relevant and consistent. These three traits should be at the core of every piece of content regardless of medium. Before setting out to make a video, evaluate whether or not the topic satisfies this trio of criterion.


Your target market has a unique set of challenges. What are their pain points? Content should address these issues. Chances are, your target is already seeking information surrounding these topics so getting content seen by the eyes that count is easy – as long as it provides value.


Relevancy speaks to both your brand and your potential audience as they scour the web for specific content. Search engines have a goal of delivering information that encompasses the topic of a searcher’s query. Content that shows up in a search result but doesn’t match the searcher’s intent will prove to be nothing more than wasted resources.


Just as with any communication, video content should be a reflection of the brand – on point with the voice, look, and feel of all other communications. As a business person, you are well-aware individual brands have distinct traits that set them apart – distinguishing qualities which loyal users, followers, and even competitors have come to know and expect. Content is nothing if not a manifestation of the brand personality first and foremost.

Video Insights

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