Report: Video Remains Effective but Challenging Content Marketing Tactic

According to Ascend2’s recent “Content Marketing Trends” survey, nearly half of today’s marketers believe video is their most effective form of content while also being the most difficult to create.

The data shows that approximately 46 percent of marketers cite video as their most effective form of content. However, 59 percent said that it is the most challening type of content to develop, putting it at the top of the list.

Beyond video, approximately 50 percent of respondents cited webinars as the most difficult content to generate, giving it second place on the list. White papers (50 percent) were tied for second, while infographics came in third (34 percent).

“The degree of difficulty required to create many types of content is driving the need to outsource content creation,” wrote the researchers of the report. “Eighty-five percent of companies surveyed say they outsource all or part of their content creation, allowing them to access specialized skills and capabilities not available in-house.”

When asked to define the most effective resources for creating content, 75 percent of people said a combination of outsourced and in-house resources was best.

Identifying a Passion for Video

Despite the difficulties that may come with creating video content, its power still grips marketers. In the “2015 State of Digital Marketing” report released by Webmarketing123, 7 out of 10 people said that video is their most effective content marketing tactic. For this reason, 3 out of 4 marketers said that they incorporate it into their strategy.

In this report, video (68 percent) also beat out webinars (66 percent), case studies (63 percent), and blogs (55 percent) as the single-most effective marketing tool for B2B marketers.

Both of these research pieces exhibit the marketers’ growing interest in visual content, despite the challenges that come with it.