A new study shows that more B2B content marketers are turning to video to reach out to their target audience. The “Video Content Metrics Benchmark Report,” released by Demand Metrics this August, found that video is becoming “somewhat” or “far more” important as a form of marketing and sales content.
Demand Metrics surveyed a group of marketers from B2B organizations that reported revenue growth in the most recent fiscal year. Approximately 70 percent of the respondents claimed that video has performed better for them than other content when it comes to producing conversions. The same percentage said video engagement data is somewhat or very effective as a lead quality of business opportunity indicator.
Heading into the study, researchers assumed that the marketing community viewed video as an important and valuable form of marketing content. Further research was able to determine that virtually all of its participants acknowledged that video was growing in significance as a type of sales and marketing content.
On average, participants created approximately 27 videos per year for their marketing initiatives. In addition, about 52 percent of respondents said that video content faired somewhat better than other types of content produced by marketing.
“The companies that are seeing the best results with video are deploying it both through their owned websites as well as external video hosting sites like YouTube,” wrote the authors of the study. “It is important to have a secure channel for sharing video with sales prospects.”
More Americans Watching Video Content
In July, comScore released data from its comScore Video Metrix service that showed that about 186.9 million Americans watched online content videos in June 2014. Google ranked as the top video content property.
However, the comScore data showed that many people were turning to Facebook for video content as well – about 91,477 Americans watched video on the social networking website in the same time period.
The Demand Metrics study showed that 63 percent of B2B marketers are hosting videos on both internal and external websites.