Video Content Marketing

Video Content Marketing


20 best practices for Deeper Engagement 

As more brands consider generating video content marketing to engage audiences who have grown increasingly blind to traditional digital advertising, marketers’ habitual tactic of pushing messages can interfere with producing material that viewers truly value.

What many marketers miss, however, is that the sales-pitch attributes of such content should be anywhere from understated to nearly nonexistent, while the content itself should offer substantial value. And that’s only the first lesson.

By implementing some, if not all, of the 20 best practices for video content marketing detailed in this report, brands and agencies will find it easier to create, distribute and take advantage of the power of video combined with content that people will actually want to watch.

US internet users are viewing digital video in ever greater numbers. It is expected that three-quarters of them viewed video content online at least once a month in 2013, and that percentage will see further increases in the coming years. Moreover, the amount of time these viewers spend daily with digital video has been rising, averaging 25 minutes per day in 2013. Video content marketing offers companies a way to tap into this behavior to a degree that traditional digital video advertising in many cases no longer can.



  • How does video content marketing differ from video advertising?
  • Why is the investment in video content marketing worth it?
  • Which best practices are unfailing tools for all brands?

Defining video content marketing is not easy, but it’s simple.

The video portion is obvious. But defining the content marketing side is more complex. While the content must offer viewers substantial value, the marketing elements must be subtle. Advertising’s typical “me, me, me” focus doesn’t work in content marketing. To attract target audiences, the content must first and foremost entertain, inform, educate or inspire.

Defining video content marketing correctly—both in this report and for marketers—is, in its way, the initial best practice. However, people regularly lose sight of the fact that the technique requires an audience-first focus.

“I’m always reminding my teams that it’s about the content,” said Rob Davis, executive director of content video practices at marketing agency OgilvyOne. “That’s what I start with. I want content. I don’t want branding. I don’t want advertising. I want content that pays off the user query, whether that’s a query in search or whether it’s a query in their minds that’s led them to the content. And if we do that, we have a good shot that the consumer is going to stick with the video long enough to get the message.”

Video content marketing isn’t entirely new, but the push to do more of it has taken hold among an increasing number of brands and agencies. In a September 2013 study from Adobe, 62% of US marketers said the marketing area they were most confident about executing was content marketing. And in a February 2013 survey from Nielsen and Vizu, 64% of US brand marketers said they planned to use more video—the thirdhighest response.

According to Megan Tweed, vice president of media at digital agency Razorfish, video content marketing is “something we’ve been doing in some fashion for years, but right now it’s really hot because it has a name and a bit of a more socialized professional reputation because it’s actually performing well for people.”

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Publish Date: December 2013

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