Arnie Kuenn (Vertical Measures) recently wrote for Marketing Land and asked some industry experts where content marketing is headed. A couple of them really stood out to me… especially for anyone trying to convince company leaders to begin investing in quality video content.
The future of content marketing features quality over quantity
Rather than focusing on the hot new tool or channel, smart and ethical marketers will focus on producing less content, but of higher quality and fluidity to cross channels.
I can only hope this is the case. I love the idea of quality over quantity. A hundred bad videos might help your SEO, but it won’t endear you to viewers.
The main reason I think quality should matter to business leaders has to do with reputation. You spend all sorts of time, energy and money making sure your company or brand is viewed as being professional. A bunch of bad videos can destroy all of that work.
On the other hand, quality videos that tell good stories enhance your professional reputation.
The future of content marketing focuses on trust
In response to the online content noisefest, the content consumer is growing increasingly skeptical and careful. Translation for content marketers: get trusted or get busted.
This is another area where video excels. I love written content… clearly… and after enough of it you can become a trusted voice. Video can speed up that process… big time.
The reason is simple. It’s a lot easier to trust someone who you can see and hear. The inflection in their voice, body language, the way they articulate themselves… all on display with video. If we like what we see and hear from all of those things, we begin to feel a sense of trust.
Two good arguments to make if you’re pushing your company or organization to create video content.