How to capture customers with video content

April 5, 2013Uncategorized

If you’re not already using video to spice up your content creation, now is the time! The evidence for adding video to your content marketing strategy is compelling.

Here’s why:

  • Demand from consumers for online video is growing at a rapid rate. ACMA research shows that 68% of 18- to 29-year-olds in Australia watch videos online.
  • Cisco Systems estimates that over 90% of all internet traffic in 2013 will be video content.

And this is where it gets interesting:

  • Digital media watcher comScore says visitors who watch a video on your website are 64% more likely to make a purchase than those who don’t.

So video is a great tool to attract new customers, improve conversions and grow sales. But research also shows it can improve viewer retention. On average, visitors stay on a website two minutes longer when they watch a video. That’s also good for SEO – Google places more value on sites where visitors linger.

Here’s a look at some of the latest trends and ways that all businesses can embrace online video.


King Content blog VineCapture attention (and imagination) with Vine

How much content can you pack into a six-second clip? Well, a whole movie as it turns out.

Wolverine director James Mangold posted this six-second ‘tweaser’ on his Twitter page.

What can you tell customers about your business in six seconds?



King Content blog Video contentEngage with your consumers

 Just imagine for a moment… you land on a web page, but instead of being greeted by the usual static words and images you’re welcomed by an actual person. A person who knows your name, can show you around the neighbourhood, find out what you want and point you in the right direction.

In Esquire magazine’s “Talk with Esquire” app, users can interact with master mixologist David Wondrich or get fashion advice direct from fashion director Nick Sullivan. It’s a novel way to bring consumers into the interaction.


King Content BLOG Video content examplesBuild your profile

Life Technologies uses video in innovative ways to sell its high-end science equipment. Their YouTube channel boasts over 2 million hits – not bad for a business with such a niche market.

Check out this interactive sales video designed to guide customers through the process of selecting a product.

Keep it simple

Video doesn’t need to be complicated to be effective. There are plenty of ways small businesses can spice up their content creation. Video testimonials, product videos and even how-to guides are all valuable assets.


Videos are perfect for sharing on the web. Who doesn’t dream of creating a video that goes viral? Maximise your exposure by uploading your videos to multiple sites like YouTube, Dailymotion and Vimeo.

As brands become publishers, they increasingly need to harness not only the storytelling power of words, but the power of pictures. What are you doing to make video part of your content marketing strategy?


By Nicole Stevens – Online Content Producer
Find her on Google+