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We’ve all heard the infamous study: Technology has reduced human attention spans to 9 seconds – the same as a goldfish. So taking that into account, how long should your marketing video be? It was the big question when I worked in TV, and it’s still the big question now that I work at Richmond Corporate Video. And my answer is still the same: It should be as long as your content will support – to tell your story and achieve your goals. Not a second longer, but not a second shorter, either.

Ever since content was claimed as king back in 1996 (thanks, Bill Gates), a ton of organizations all over the world have created content simply for the sake of the trend. I get it, “other people are doing it, we need to do it, too.” Unfortunately, many companies get lost along the way because they are missing key elements throughout their content planning and strategy process.

Congratulations! You finally jumped on the video marketing train, you’re full of steam and you’re in a content groove. If you can look at your website and see a library of videos that all share useful, engaging and unique information, you’re setting up your organization’s marketing strategy for success. However, not every video is created equally. Good video content should be gauged by quality, NOT quantity, which can sometimes be difficult to assess.

Haven’t we been hearing for the last several years that “THIS” is the year that marketers are going to embrace video and take their digital marketing to new heights to find only larger branded organizations barely jumping into the video pond? When we look back on 2017, my guess is that we will see that more small to mid-sized companies will have started to get serious about including video as a “mainstream” marketing tactic. Video is an investment (although a marketing tactic you can actually measure!), so take the time to rev up your video marketing strategy so you can achieve the greatest results from your video investment.

It’s an ongoing problem: marketers and business leaders are creating content that isn’t thought through properly. It is too high level, too old school, and just rehashes other messages already on the internet. Overall, we’re producing business videos that have too much stuff that nobody finds relevant enough to link to. In fact, 75 percent of content created for the web never gets linked to by anybody. It is a tremendous waste of energy and resources.

Worse than that, old-school content can bog down a website and make it less functional. It can cause potential customers to lose trust in a brand. And it can negatively impact your sales, like the phone not ringing, but that's another blog.

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