Podcasting and Video Are Still Untapped Markets

Video and podcasting are not new marketing tools, yet there is still room to grow in this area. Video is the most effective content type for reaching your audience, but surprisingly only a little over half of content marketers are consistently putting out videos and webinars. Research has found that customers, prospects, and consumers prefer video as it is easier to consume and more convenient than a blog post. This is further illustrated by the 800% increase in global watch time of ad-supported and purchased feature-length movies over the previous year.

Podcasts are one of the most effective ways to achieve brand awareness due to their expert conversations, ability to learn new things, and repurpose content. There is a great demand for better analytic tools in this area, but more and more, content marketers are noticing their podcast content converting. People are highly engaged in podcasts and have purchased a product because of a podcast ad.

Content marketers need tools to keep pace with changing audience preferences and buy-in from leadership to constantly improve process and strategy. Video and podcasting offer some of the most creative content a marketer can produce, and it is most effective at engaging your audience. Check out the full report to get more insights into the challenges B2B content marketers face and the solutions they need to create and amplify excellent content.