Digital video is rapidly becoming an integral part of online marketing strategies.

Broadcast on websites, social media platforms, mobile apps and other communication channels, video is a cost-effective, versatile medium. It’s also more engaging and personal than any other type of web content – so it’s a great way to boost your brand and increase revenue.

Accessible, entertaining and informative. It’s no wonder video is one of the fastest growing, most popular online mediums. And as demand for more sophisticated, interactive content continues to rise, new opportunities are popping up for companies that want to tell their stories and build profitable relationships with customers.

A great way to strengthen your online presence, videos tell stories, open dialogue and create a consistent brand identity for your company across multiple platforms. Whether your content is structured around informative ‘webisodes’, short documentaries, demonstration videos focused on product benefits, or testimonials from happy customers, video can generate significant value in terms of brand awareness and revenue.

Driving traffic and engagement
Video integration is a great way to get more SEO value. Recent studies show that video is 53 times more likely than text to appear on the first page of search results. In other words, videos have a one in 11,000 chance of landing on the first page of Google results, while text has a one in 500,000 chance. When used along with email and social media channels, video content can drive higher engagement and response rates. And as smartphone and iPad usage grows, the number of mobile users viewing video is also increasing dramatically.

So how do you create, promote and distribute engaging and informative video content? To start, set clear goals and utilize robust analytics. You also need to know your audience, so you can optimize your content based on how people are consuming and interacting with it.

Next, choose the right format. Should the video be creative and conceptual, focused on pushing a subtle or overt brand message? Or do you want to go for a more functional approach with a product showcase or customer case? When you’re ready to show the world your story, there’s an entire ecosystem of delivery platforms and services waiting that allow companies to get right into the business of strategy and creation.

Going viral
When CNN.com underwent a major redesign in 2009, the site increased its traffic by focusing on web video in its news reports and features. In fact, the very center of the homepage is now devoted to video content. In just the first month after the relaunch, CNN.com saw a six percent increase in video streams – and viewers logged a whopping 215.5 million minutes.

Another great example of the marketing power of video is Blendtec’s “Will it Blend?” shorts. The blender manufacturer created a series of videos featuring their CEO trying to blend various items (including an iPhone and golf balls) to show the high quality of their products in an innovative, humorous way. The videos went viral on YouTube, and the resulting increase in brand recognition drove a more than 700 percent increase in the company’s sales. Not too bad.

So when are you launching your next video marketing campaign?

Like this post? Subscribe now and get notified about new content!