11 Feb 2020

Why Video Should Be Your Go-To Content Marketing Solution

The phrase “content marketing” is a broad one that encompasses lots of things – webinars, blog posts, podcasts, and perhaps most importantly, video. I get that it’s sort of ironic to be talking about the importance of video in a written blog post, but bare with me.

Sometimes, it can feel like you’re churning out content that just isn’t reaching your audience the way you want it to.

In our experience, video is a great way to engage those that you might be missing with Facebook updates and the like. And that’s not just an opinion – we’ve got the numbers to back it up. According to statistics from WordStream, one third of online activity can be attributed to people watching videos. Not to mention, more than 50% of marketing professionals worldwide name video as the type of content that they see the best ROI from.

Having a video strategy not only keeps your audience interested in what you have to say, but can seriously help your bottom line.

“Strategy” is the key word here, though.

 Don’t just make something edgy or provocative, really think about what your audience wants to see, and why your video is relevant to them. Are you trying to entertain? Educate? Inspire?

The goal shouldn’t be just to go viral, but to make an impression and get in front of the people you’re trying to reach.

 Let’s walk through an example of how we’ve used video marketing as part of our agency’s own internal promotion strategy.

 Our Today at the Office series allows us to take a break, loosen our ties and have some fun. We think it’s important that potential clients don’t just see us an another company, but a group of people that they can relate to. We want give people a behind-the-scenes view of life in our office, and hopefully get a laugh or two.

 We’ve gotten a ton of positive feedback, including likes and comments on our social channels. People appreciate when you’re not selling to them all the time, and these videos have allowed us to have a different kind of dialogue with our audience.

 You’ve heard the old saying, “A picture is worth a thousand words.” Well, we think a video is worth a million.


I’m Sophie Mann, and I work at encite branding + marketing + creative as Vice President of Strategy. My job entails a continuous study of business, marketing, data and culture, all in the name of driving strategy forward. I’m passionate about helping brands resonate more strongly with their consumers and communicate with their ideal clients. I’m also a proud graduate of the University of Kansas - Rock Chalk!