What's Trending: Voice Search and Video Marketing

February 16, 2018

Video Marketing

As someone who loves both composing and consuming the written word, it pains me to say this. But there’s no avoiding the reality that text is losing its traction on the web.

Reports of its demise are greatly exaggerated, but there’s no question that copy is encountering stiff competition from other forms of communication and content delivery.

When conducting online searches, users are increasingly speaking into a device rather than typing into a Google text field, and this can fundamentally change the way companies approach search engine marketing.

Meanwhile, video marketing is on the rise, to the extent that some media outlets have pivoted entirely away from written content. You might have heard that Cisco’s Visual Networking Index recently predicted IP video will account for 82% of all consumer internet traffic by 2021. On LinkedIn, we’ve seen tremendous engagement and sharing rates for video since rolling out native posting capabilities last year.

Both voice search and video marketing can feel foreign to marketers who’ve spent years learning the intricacies of SEO and copywriting. But here’s the good news: these shifts are taking place very gradually, so the expertise you’ve developed remains useful. And even better: the core principles of search and content marketing remain the same regardless of the vehicle, so those who have an inherent grasp of these cornerstones will get up to speed quickly.

With that said, it’s important to continually educate ourselves on the strategic adaptations we can make to stay in tune with our audiences and their preferences. So this week’s roundup of trending content will lead with the latest voice and video insights making noise around the web.

What Marketers Were Reading and Sharing Most This Week:

1. Everything a CMO Needs to Know About Video Marketing in 2018

What does video marketing consist of? Why is it important to my business? How can I develop a working strategy? Allen Martinez checks off every question a marketing exec might have when considering a dive into this frontier.

2. What 3,000 Voice Search Queries Tell Us About the ‘Voice Search Revolution’

In practical terms, what does the proliferation of voice search mean for marketers? Bryson Meunier breaks down data from thousands of voice queries in his own home and extracts takeaways. Another worthwhile read on the topic at Search Engine Land this week: Sherry Bonelli’s exploration of optimizing content in a voice-first world.

3. 6 Smart Ways to Drive Conversions on Social Media

Unleashing the power of social video is among the six recommendations from HootSuite’s Kaylynn Chong for getting more juice out of your social media marketing squeeze.

4. 10 Must-Have Videos for Your Business

Need ideas for video content? The folks at wave.video produced this SlideShare showing 10 different formats — ranging from inspirational to helpful to educational and beyond — with examples of each. We also suggest checking out our recent post profiling six types of effective B2B video.

5. What B2B Brands Need to Know to Succeed on LinkedIn

“B2B customers are people too.” At Content Marketing Institute, Jonathan Crossfield offers tips for connecting with them on the LinkedIn platform, including some great insights from content marketing evangelist Claire Austin.

6. The 10 Laws of Content Marketing Mastery

Be paranoid. Build authority. Measure what matters. Jeff Bullas writes that these directives, and seven others, will help content marketers remain indispensable in the age of machines.

7. Context Matters

Newsworks takes a fascinating look at the psychology of ad-viewing, and why campaigns are far more powerful when delivered in the right context. This is a big part of the reason B2B content performs better on LinkedIn than other leisure-oriented social networks — it’s all about aligning with the mindset of your audience.

8. 6 Blogger Tools for Sharing and Promoting New Content

If you’re looking for new ways to automate and streamline the distribution of your blog content, this list from Sandra Clayton should come in handy.

9. Publishers Eye LinkedIn as Facebook’s Reliability Falters

At Digiday, Lucinda Southern takes an interesting look at the changing social media landscape and how publishers are adjusting. Unsurprisingly, video is a primary talking point.

10. The Most Damaging SEO Myths

There are more than 100 slides in this presentation from SEMrush, but they’re mostly quick-hitters, so you can click through rapid-fire and absorb a ton of info separating SEO fact from fiction.

Video, voice, and beyond: we’ll keep providing you with the latest must-read content covering every corner of the marketing kingdom. Subscribe to the LinkedIn Marketing blog.