4 “But brands with more technical solutions can no longer do without,” says Joost de Kok, Head of Marketing at Contentoo. Video content “It’s a necessity when it comes to differentiating yourself from your competitors. I’m convinced interactive Perhaps obvious in its efficacy content will fundamentally change the and potential for engagement – content landscape. You’re creating shared experience with your target and with no need for an audience. A conversation is always better explanatory introduction – video than a monologue.” content has been a mainstay in content marketing strategies Those organizations seeking to jump into since the rise of the internet, even the interactive content pool should be more so from 2010 forward. cautious, however, ensuring that they have carried out proper research into the format, and putting out assets that have From interviews to event coverage, to clear value and purpose. To do otherwise animations and customer testimonials, the is to distract, adding worthless noise to allure of video is undeniable, according to an already-crowded arena. a HubSpot blog. There, it is revealed that “video on landing pages is capable of Interactivity can definitely help make increasing conversion rates by over 80%, content more engaging, and we have and the mere mention of the word ‘video’ developed a number of applications in your email subject line increases open where this is the case ... rates by 19%. [Meanwhile], 90% of customers also say videos help them make “We are striving for simplicity and quality buying decisions.” in our content,” Christopher Hooper, Global Head of Content Marketing at the mere mention of the word ‘video’ GoCardless, says. “Interactivity can in your email subject line increases definitely help make content more open rates by 19%. [Meanwhile], 90% engaging, and we have developed a of customers also say videos help number of applications where this is the them make buying decisions. case, but interactivity has to be used wisely. If it adds nothing to or detracts Unsurprisingly, video content also plays a from the content experience, then we key role for our experts in 2022. They, have found it is not worth it.” however, are predominantly shifting Page 7 State of Content Creation 2022