toward shorter-form video, capitalizing on the popularity and ubiquity of numerous social media apps that highlight the form. “Especially Instagram Reels and TikTok,” says Verena Keimer, Marketing Director at Zenjob. “When it comes to inbound marketing, we’ll be exploiting video more than we already do.” Static photo content will always be relevant, but video footage still proves to be more engaging time and time again. Elise Hofman Marketing Manager Zoku When producing video content, Content Marketing Institute writes in another blog, strategy is key. It “requires purpose and In addition to tapping into new channels for should be created, managed, and activated video content, our experts understand that with the structure and optimization for all longer videos – webinars and extended the channels where it may be experienced.” interviews being prime examples – remain This means thinking about ways to more-than-viable forms of established incorporate video into other forms of com- munication. The challenge there, content to strengthen and empower it. according to Ron Dawson, Principal Doing so also benefits SEO – enabling Content Strate- gist, HubSpot for Startups organizations to squeeze more out of the at HubSpot, is “being the signal in all the content they create. noise.” It’s all about “strong visual experiences,” adds Marcel Nanning, Owner “We’re making sure we tie podcasts back to of Nanning Marketing & b2bmarketeers.nl. an article and transcript, and a video. Then “Including video, hybrid events, and we’re linking those things to pillars,” says metaverse-like experiences.” Remco de Vries, VP of Marketing at inSided. Page 8 State of Content Creation 2022