Be interesting or go home


Written by on Thursday, March 15, 2012

These are exciting times to join KLOK as online video is simply exploding in popularity. At the core of what we do is the insight that brands have to be interesting to be heard. To be interesting, they need to produce engaging and remarkable content. The old era of interrupting TV ads is over and we are entering a new era of permission marketing.

According to the latest survey by the Content Management Institute, the most pressing challenge for marketing departments today is “producing the kind of content that engages prospects and customers”. 60 % of the respondents said they will increase their content marketing budgets in 2012 to face this challenge.

But simply throwing money at the problem will not be enough. To create engaging content, companies need to figure out what part of their brand can be made social and who the target audience is. Google Chrome found that taking the usual product test one step further was a great way to engage with their audience around their core competence, fast web browsing.

According to the Content Marketing Institute, the use of video as a content marketing tool has increased by 27% from 2010 to 2011. And social media, blogs and video are quickly catching up to more traditional forms of content, such as articles and newsletters. YouTube, Twitter and Facebook were the most commonly used distribution platforms for online content in 2011. YouTube grew faster than any other distribution channel.


Source: 2012 B2B Content Marketing Benchmarks, Budgets and Trends

At KLOK, we believe that the future of content marketing lies in understanding online video. We are happy to see that marketing departments are responding to the changing media landscape by focusing more on content. To be heard in the future, being interesting and remarkable will be essential.


About the author

Erik Johansson is KLOK's in-house analyst and statistician. He writes about online analytics and shares insights from the video site The Kick Network. He is also the editor and project manager of Kick, a video blog about startups and technology.