Video can help your company measure Content Marketing Engagement

Video Strategy

by | Jun 6, 2016 | Video Production

How do you measure content consumption? Video may be the answer.

Starting or implementing a new content marketing strategy can be daunting because it’s hard to measure the results.

It’s hard to figure out what type of return on investment (ROI) your company can achieve from a particular piece of content or a content marketing strategy as a whole.

In the end, it’s all about branding and long-term results. Content comes in many forms, including text, podcast, and videos. Even though the text’s reach or popularity can be measured by the number of people who see the post through analytics, it can never be measured in terms of what content was most valuable to that audience.

This is why I suggest creating content in the form of a video.

This way, you can measure what worked, what didn’t work, and what could work for the next time.

Using Video to Measure

Content is all about engagement and consumption.

If the audience or target market don’t consume the content, they won’t get value from it. Therefore, your company won’t get value from the content your produce and your marketing dollars will go to waste.

With video and using Wistia to host your videos, you can measure exactly what the engagement is like for a particular video.

You can check where people were most engaged, where they skipped or replayed. In essence, you can figure out what the best parts of that video were.

The Benefits of Measuring what Works and what Doesn’t.

The benefits of measuring your content through video is that you can see what worked and what didn’t work.

This means the next time you create a new piece of content, you know exactly what the audience consumed and what worked.

This will give better results in short-term and long-term.

Screen Shot 2016-06-03 at 12.20.56 PM

The image above shows a video that has excellent engagement. The video hooks the audience from the get go. Click here to watch the video.

Screen Shot 2016-06-03 at 12.22.12 PM

The image above shows a video that has good engagement, but it can be better. So next time we can change a few things or we can go back and change the way we start the story or the entire story.Click here to watch the video.

How to implement video into your content marketing.

The first thing I would suggest is to go over past content that you already have, whether written or podcast-based, and see if you can create a video version of that specific piece of content.

If you feel like you have better content to give out now, create a couple of content videos, upload them to Wistia, and then embed it in your website to measure the engagement. This way you can measure ROI & Content Marketing efforts better.

Want to execute a successful video marketing campaign? We've created a PDF document for companies that know video works but are not sure how the process works. Click here to download!

About the Author


Corné Lategan

Corné Lategan is the Co-Founder and a Executive Producer at Bizvideo. In his down time he enjoys hanging out with his wife & doggie, family, playing squash & golf and traveling the world. He's been in the industry since 2007 & obtained a Bachelor of Film & Television at Bond University.

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