The Video Vixen

How Content Marketing  & Video Play Nice

By Jessa Mendoza,

If you’re a modern marketer, like me, then you already know the two latest buzz words are content marketing and video. But let’s be honest. It’s not as simple as posting a couple of blogs here and there. I’m not going to try to tell you it’s a piece of cake, but if you haven’t jumped on the content bandwagon, here are a few compelling reasons to start lacing up those running shoes (notice I said running, not walking shoes)!

Over the past two years I have had the honor of working with three extraordinary media companies with very different content strategies, yet all three had one underlining objective: to expand their video content strategy to increase ROI.

Why video, you ask? It’s quite simple. More than 1 billion unique users visit YouTube each month, spending more than 4 billion hours watching videos. According to ComScore, 89 million people in the United States are going to watch 1.2 billion online videos today. With stats like these, there is no doubt video is one of the most powerful marketing platforms and why video budgets have skyrocketed.

So let’s dial this information down for small businesses. You don’t have to be a large media company or have an extensive budget to create a successful video content strategy. In fact, right now small businesses have a huge opportunity to start paving the way toward dominating in search. One topic I am continually educating clients about is how Google has shifted its formula for ranking search results. The days of SEO strategy based on quality links is a thing of the past. Today, SEO is all about the site with an emphasis on creating high-quality content that users want to use and share.

The launch in 2011 of Google+ (aka G+), a social networking and identity service, was a precursor to where search is headed. Though many of my clients view Google+ as just another social platform to manage, there is much more behind the curtains. Basically, Google created G+ to help them determine who the authority leaders are when it comes to content. With tools like YouTube and Google+ under their belt, they can track and analyze whose content is being viewed, shared, commented, and liked the most. Genius, huh?

For a content-driven marketer like me, this shift is music to my ears. When you take what we know about video-user engagement and couple it with Google’s new ranking formula, what you get is a unique opportunity to seize and own the conversation in your niche while pushing your competitors down south in search. Video is 53 times more likely to show up on the first page of Google search results than any other type of content. So if your target customer uses Google, you need to be using video (Forrester Research). This is exactly what I help clients do every day and, trust me, it works!

Aside from its SEO value, video also provides companies the ability to digitally develop a personal relationship with a consumer. With contextual content, you are limited to a one-dimensional approach to engagement. With video, you have the ability to captivate a consumer’s attention and elicit emotion through sound, image and text. Knowing that you have about eight seconds to grab a consumer’s attention before they leave your site, having video can mean the difference between maintaining a prospect or creating a new customer.

If you’re asking yourself, “Where do I begin to develop the right video content strategy for my business and, most important, within my budget?” then the second part of this series is just for you. I will be providing actionable tips on developing a video content strategy and maximizing your content budget.

video-vixenJessa Mendoza is vice president of operations and content development at, a Scottsdale Airpark-based video content marketing company that develops strategically optimized video campaigns that convert targeted Internet audiences into customers. Always ready for a challenge, Mendoza continually identifies and implements innovative ways to elevate the company’s operational and content development strategies. Companies such as Hearst Magazines and Lifetime Networks have sought after her consultation and ability to concurrently wear a creative, marketing, and business development hat when approaching new projects.