{"id":8683,"date":"2022-02-01T21:13:04","date_gmt":"2022-02-01T21:13:04","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/01\/why-video-and-podcasting-should-factor-into-your-content-marketing\/"},"modified":"2022-02-01T21:13:04","modified_gmt":"2022-02-01T21:13:04","slug":"why-video-and-podcasting-should-factor-into-your-content-marketing","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/01\/why-video-and-podcasting-should-factor-into-your-content-marketing\/","title":{"rendered":"Why Video and Podcasting Should Factor Into Your Content Marketing"},"content":{"rendered":"

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Video and podcasting are not new marketing tools. Video has populated content plans for years, and podcasting shows up more every year. But one big takeaway from Casted’s The State of the Content Marketer Report<\/a> is that video and podcast content still have room to grow. <\/p>\n

When done well, video is the most effective content type you for reaching your audience. Surprisingly, we found that although virtually everybody does social media (98%), emails and newsletters (96%), and blog posts (93%), only a little over half of content marketers are consistently putting out videos and webinars (61% for each).<\/p>\n

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For that hesitant 39% out there, here’s why video can be so powerful:<\/p>\n

However, as Casted discovered in its recent study, only a little over half of brands use video as part of their marketing strategy, and only one-third are producing podcasts. So, what gives?<\/p>\n

Customers, prospects, and consumers want<\/em> more video, and over the last few years podcasting has continued to grow as an inexpensive content marketing channel. <\/p>\n

That presents a huge opportunity to deliver both kinds of content to your audience, and it’s good for your team, as well. Video and podcasting\u2014both audio and video\u2014offer some of the most creative content a marketer can produce. It’s also most effective at engaging your audience. Why aren’t 100% of brands producing such content?<\/p>\n

Casted conducted a survey to figure that out, and we analyzed responses from 100+ B2B content marketers in the US. The result is The State of the Content Marketer Report<\/strong><\/a>, for which a lot of questions were asked about the effectiveness of content in different formats and channels, how those channels are changing, how content marketers are adapting, and how brands have (or have not) adopted video and podcasting content.<\/p>\n

Why Video Has to Be a Big Part of Your Content Marketing Strategy<\/h2>\n

It’s no secret that people find video more engaging than text and images. A full 66% of people said they prefer watching a product video over reading a blog post on the same thing, according to a Wyzowl study<\/a>.<\/p>\n

Why? Well, video is easier to consume and more convenient than a blog post. Plus, the medium allows brands to use conversations, music, and rich imagery to evoke an emotional response from viewers. In advertising, emotive video campaigns outperform<\/a> those that don’t use video\u2014in some cases with a success rate as high as 31%. <\/p>\n

1. The pandemic accelerated the demand for video<\/h3>\n

As the Internet developed, people had to scroll through mountains of text, and although we managed to learn things here and there, humans have always needed easier ways to learn about subjects and research purchases. That’s where video\u2014and the tech that makes it conveniently work wherever you are in the world\u2014changed everything. <\/p>\n

For example, video is still growing as one of the most preferred content formats by audiences: <\/p>\n