What’s Trending: Is Video Overtaking the Content Kingdom?

August 18, 2017

Camcorder Shooting Video

The unmistakable rise of video on the web is leading many marketers to wonder how they can incorporate the medium into their own strategies. To some who’ve been raised on the written word, video marketing can feel new and foreign, but you don’t have to look far to see creative and impactful applications across a wide array of industries.

Early this year, Forbes dubbed 2017 “The Year of Video Marketing,” and we’ve certainly seen it play out as such. Some of the most inventive B2B campaigns honored at July’s Cannes Lions Festival featured fun video elements, and social media networks are reflecting the trend; soon you’ll be able to record and post videos directly from the LinkedIn app and Facebook just launched Watch, which is essentially a YouTube competitor.

There’s no question video is on a roll. We should all be exploring ways to dip a toe into this form of content, and there are plenty of options that don’t involve building a studio in your office.

This weekly rundown of marketing trends will kick off with a focus on that very subject. We’ll also serve up insights on improving calls to action, upping your SEO game, optimizing website conversions, and more.

So go ahead and read on. No need to press play.

What Marketers Were Reading and Sharing Most This Week:

1. Video-Phobic Marketers: It’s Time to Get Over Your Fear of Producing Video

Video creation can be unfamiliar and uncomfortable territory for some marketers, but Clare McDermott of Content Marketing Institute is here to help with first-hand “getting started” pointers from longtime vid enthusiast Jeff Julian.

2. How to Easily Turn Blog Posts into Videos

Here’s another low-barrier method, via Orana Velarde, for generating videos by using your existing blog content and a simple automation tool called Lumen5.

3. A Marketer’s Guide to B2B Marketing Automation Platforms

Speaking of automation, here we find another fast-growing segment of the marketing world worth brushing up on. To that end, Peter Buscemi offers a primer on these technologies and which types are worthwhile in the B2B space.

4. 10 Tips for Compelling LinkedIn Company Page Updates

Gaining traction with your company page updates on LinkedIn is no superhuman feat; it only requires a solid understanding of what works and what doesn’t. Learn the fundamentals with this colorful comic-themed SlideShare:

5. How Soft Calls to Action Will Save Your B2B Campaigns

Are you trying to strike a balance with CTAs that actually get something done without suppressing conversions? Garrett Mehrguth of Directive Consulting lists three lead-generating tactics that find a middle ground.

6. SEO Above the Funnel: Getting More Traffic When You Can’t Rank Any Higher

What happens when you reach your ceiling in terms of visibility for a target keyword, or there isn’t enough search volume out there relevant to your specific offering? At Moz, Tom Capper provides four outside-the-box tactics for growing traffic.

7. 8 SEO Drivers You are Missing in Content Marketing

As we all know, SEO is evolving, and growing more complex. The days of keyword stuffing are long gone. These slides from Eric Mower + Associates break down some of today’s most critical SEO factors for your content.

8. 16 Ways B2B Websites Can Optimize Conversion Rate [Infographic]

If you’re struggling to close the deal with website visitors, make sure you are including these 16 elements, handily dissected in an easy-to-follow infographic.

9. How to Create Sexy, Interesting Content for a Boring Industry

Here’s a challenge many B2B marketers can surely identify with. Jeremy Knauff of Spartan Media has some tips to help you spice up a dull topic.

10. Marketing Lessons from the Top 100 SaaS Companies

What are the secrets to success for companies that made the Forbes Cloud 100 list? Drift compiled key practices from leading SaaS providers for a resource that can benefit any marketer.

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