Results and best practices from Content Marketing Institute’s 2015 research on video creation for content marketing.
Content Marketing Institute research shows that the best way to be successful with video is to develop internal processes and basic competency, experiment, and build experience over time.
In short, how do marketers start smart, scale up, and stand out by using video as an intelligent piece of a content marketing approach? To address this challenge, we decided not to look at how marketers use videos after their production, but rather how they go about creating them. We chose to look here because many marketers have told us that one of the biggest barriers to using video is getting started. Our hypothesis was that to achieve success with videos as a content marketing tactic, businesses must first develop new competencies and distinct processes for creating those videos.
This research study sought to test that hypothesis.
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How do today’s marketers rise above the noise?
As we started to explore this question, three overarching challenges emerged:
1. How do businesses empower themselves to create videos (cost effectively) in the first place?
2. Once they are creating videos, how do they scale this ability across the business?
3. Once they have a functional process for creating videos, how do they use this new skill to differentiate the content they’re producing?