©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Content Marketing Inst.
Video and social media have experienced tremendous growth in the last few years — in terms of technological capabilities, as well as in usage rates. For example, according to the B2B Content Marketing: 2012 Benchmarks, Budgets and Trends study, marketers’ use of social media platforms like Twitter, Facebook, YouTube, and LinkedIn grew by up to 20 percent between 2010 and 2011. In that same time period, video usage increased from 41 percent to 52 percent among marketers.
These technologies have presented marketers with tremendous opportunities and challenges, as the audience has high expectations. In the Content Marketing Institute’s recent webinar, Jump-Start Your 2012 Content Marketing Strategy with Video & Social Media, Steve Rotter, VP of Marketing at Brightcove, outlined some of these accelerated consumer expectations: