Today I was honored to be included in a Content Marketing Institute roundup of content marketing predictions for the upcoming year. I couldn't help but think of video:
The adoption of video as the preferred medium of content should accelerate in 2020. On the other hand, the “10,000-word answer” to simple queries will fall out of favor. Those that seed video content thoughtfully from a brand, referral, and link-back perspective will enjoy outsized benefits.
When I reflect back on 2019 and the companies I've worked with video continues to be a struggle from a resourcing, measurement, and strategy perspective.
Marketing teams tend to fall in to these buckets (and some fall in to multiple):
Produce too little content
Spend too frugal a budget
Measure it with too small a time horizon
Evaluate based on too many vanity metrics
Assign too junior employees to manage performance
Expect too great of performance too quickly
Overspend too much on production