{"id":49093,"date":"2015-02-27T11:50:49","date_gmt":"2015-02-27T10:50:49","guid":{"rendered":"http:\/\/www.corporate-eye.com\/main\/?p=49093"},"modified":"2021-01-04T13:10:10","modified_gmt":"2021-01-04T12:10:10","slug":"return-on-video-content","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/return-on-video-content\/","title":{"rendered":"How to increase your return on content (here\u2019s a clue: Press Play\u2026)"},"content":{"rendered":"<p><img decoding=\"async\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2015\/02\/video-content.jpg\" alt=\"video-content\" width=\"600\" height=\"397\" class=\"aligncenter size-full wp-image-49321 lazyload\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2015\/02\/video-content.jpg 600w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2015\/02\/video-content-150x99.jpg 150w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2015\/02\/video-content-300x198.jpg 300w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2015\/02\/video-content-100x66.jpg 100w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/397;\" \/><br \/>\nRemember that corporate website you visited yesterday? You know \u2013 the one that was very light on content? Or how about the site you looked at the day before? You must remember that &#8211; there was lots of stuff on that site, although admittedly it wasn\u2019t very engaging, was it?<\/p>\n<p>No? You don\u2019t remember either of them. Well I\u2019m not surprised\u2026<\/p>\n<p>The above scenarios may be imaginary, but the context isn\u2019t that far away from reality. Let\u2019s be frank about this. A website with low levels of content or content that just isn\u2019t very good isn\u2019t going to encourage visitors to stay around, let alone remember what the site was trying to say. And this kind of visitor response is of course extremely bad news if you\u2019re trying to tell your corporate story and engage with key stakeholders.<\/p>\n<p>So it\u2019s no surprise that companies are spending more in the quest for quality content that\u2019s engaging, memorable, and, perhaps most important of all, good enough to share on social media. The extra spending required to source good content has to be justified however, just like any other form of corporate expense. <\/p>\n<p>At Corporate Eye, we\u2019ve investigated how different types of content can deliver surprisingly different returns on investment or, as we like to call it: \u201cContent RoI\u201d. Now, a blog post isn\u2019t the best way to go into much detail on how we measure \u201cContent RoI\u201d, but here are some key success indicators to look out for.<\/p>\n<p>If the web content on your site&#8230;<\/p>\n<ul>\n<li>Creates an emotional connection with a site visitor<\/li>\n<li>Encourages sharing to social media<\/li>\n<li>And sends out clear engaging messages about your company <\/li>\n<\/ul>\n<p>&#8230;then you\u2019re definitely on the right track. <\/p>\n<p>It\u2019s also important to remember that different types of content can deliver varying returns. <\/p>\n<p>Text can engage and entertain (and I have to say that as the writer of this blog post), but even the best prose can appear a little flat on its own. Combine text with the right kind of visual content however, and this can increase a visitor\u2019s willingness to read by 80%. <\/p>\n<p>It\u2019s also important to note that visual content doesn\u2019t have to be well chosen quality images of the company team, products and services \u2013 we\u2019re big fans of using engaging infographic content on web pages, because it\u2019s a great way of grabbing a visitor\u2019s attention and sharing key facts and figures fast. If a web page includes well-chosen quality images or inventive infographics, adding visuals of any type is a sure-fire way to aid content memorability, as we typically remember 80% of what we see, compared to only 20% of what we read.<\/p>\n<p>The king of visual content is unquestionably moving pictures, and that\u2019s no surprise when a whopping 60% of us say we prefer watching video to reading text online. Video can engage a view in a way that can leave even the best text and infographics far behind, and it can do it incredibly quickly. <\/p>\n<p>If a website can include video of the right quality, and also locate it in the right place (in the site structure), video content can successfully&#8230;<\/p>\n<ul>\n<li>Reduce bounce rate<\/li>\n<li>Increase time-on-site<\/li>\n<li>And increase recall.<\/li>\n<\/ul>\n<p>Another great thing about video is that it can be used to tell different stories in different ways. Short interview clips with everyone from the company CEO to front-line staff can quickly get across key messages, ranging from strategy and attitudes to risk, right through to what it\u2019s like to work for the company. Alternatively, videos that tell stories can be used to share everything from what a company does, to corporate values and social responsibility case studies. <\/p>\n<p>Whatever the format of online video content, the rules of \u201cContent RoI\u201d still apply. <\/p>\n<p>If the video content&#8230;<\/p>\n<ul>\n<li>Creates an emotional connection with a site visitor<\/li>\n<li>Encourages sharing to social media<\/li>\n<li>And sends out clear engaging messages about your company<\/li>\n<\/ul>\n<p>&#8230;it\u2019s passed the return on investment test with flying colours. <\/p>\n<p>If you\u2019d like to see a great example of how video content can make a fantastic emotional connection with the online visitor, and lead to multiple sharing, then check out <a href=\"http:\/\/www.corning.com\/adaymadeofglass\/index.aspx\">Corning\u2019s three videos<\/a> revolving around their \u201cA Day Made of Glass\u201d theme. These are videos that demand to be seen, and at the time of their release, demanded to be shared too, with over 21 million views on YouTube alone. <\/p>\n<p>The Day of Glass videos are also great examples of custom-made content. And creating content of this standard does require investment, although the potential return, if that content leads to a sharing chain reaction, surely justifies the spending required.<\/p>\n<p>So, the key to effective content is a possibly expensive custom-made video, yes? <\/p>\n<p>Well, no, not necessarily \u2013 It\u2019s also possible to create great video content, by using existing corporate video material that shares key messages or common themes. With some clever post-production and creative guidance, we\u2019ve helped some of our clients use video they already have, and turn it into new content that is engaging, memorable and just asking to be shared.  <\/p>\n<p>If you\u2019d like to talk to us about getting a better return on your web content, or how you can use visuals and video to connect with key stakeholders, why not <a href=\"https:\/\/www.corporate-eye.com\/main\/contact-us\/\">drop us a line<\/a> and we\u2019ll be happy to share our knowledge.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Remember that corporate website you visited yesterday? You know \u2013 the one that was very light on content? Or how about the site you looked at the day before? You must remember that &#8211; there was lots of stuff on that site, although admittedly it wasn\u2019t very engaging, was it? No? You don\u2019t remember either [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":49321,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9,5951],"tags":[],"class_list":{"0":"post-49093","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-best-practices","8":"category-content-cross-site-2","9":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Return on Video Content | Corporate Eye<\/title>\n<meta name=\"description\" content=\"King of visual content is unquestionably video: 60% of us say we prefer watching video content to reading text online. 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