Video is The Future of Content Marketing

Video is The Future of Content Marketing

In a chat with MarTech Series, Nuxeo’s Uri Kogan Predicts that AI Is Going to Be Critical in Creating the Millions of Variants That a Global Content Strategy Demands

In 2018,  what would failure sound like? Running a marketing strategy in 2018 without the mention of video campaigns!  Video now plays a central role in marketing outreach and campaign efforts across customer journeys. According to Hubspot, 54% of online customers prefer to see videos from their chosen brands in comparison to emails and social media-based content.

To understand the state of video marketing in 2018 and the impact of disruptive AI-driven technologies in content marketing, we sought predictions from Uri Kogan, VP, Product Marketing, Nuxeo.

Video Dominates Content

Uri Kogen, VP of Product Marketing, Nuxeo
Uri Kogan, VP, Product Marketing, Nuxeo

Video is going to grow exponentially in importance as content. Historically, imagery has been a key digital asset (e.g. every demo in the digital asset management (DAM) space featured a grid of images). But, the video is clearly the future of content, given the influx and popularity of streaming services. In fact, Cisco predicts that 80 percent of all global internet traffic will come from video by 2019.

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Not long ago, Mark Zuckerberg said he saw video as a “megatrend, on the same order as mobile.” That will hold true and organizations are going to have to grapple with how to shift from image-centric to video-centric content strategies.

Artificial Intelligence Helps Scale Content Creation

With the rise of personalization and targeting creating an insatiable programmatic advertising beast, content creation has become the bottleneck to marketing scale. You can’t really create a million different pieces of content when each one requires a human-driven creative process. AI is going to be critical in creating the millions of variants that a global content strategy demands.

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Content Becomes Creative Again

As technology and automation are taking over the previously tedious and time-consuming tasks of scaling content and data analysis, content creators and marketers will be able to clear their process bottleneck and focus on creativity.  Creators could spend more time conceptualizing while allowing the AI to build and personalize content in a multichannel and global manner.

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