So rather than review 2011. We feel that it is time to look forward with excitement, a touch of anxiety and a tear in our wind-beaten eyes so here are some of our predictions for what B2Bmarketing.net (http://www.b2bmarketing.net/blog/posts/2012/01/06/video-%E2%80%93-one-watch-2012??utm_source=twitter) call the Year of Video.
1 – Content and context. Though there is a pretty unanimous opinion that producing engaging and professional content will be the focus of marketing depts. in 2012, what does get forgotten is its distribution. There is a horror story of a corporate brand who paid £100,000 to make a superb film related to the brand’s identity which, after 2 months, had received 21 plays on its Youtube channel. Before any content is made, the distribution of the film has to be planned. It can (and should) affect the story of the film.
2. Publishers are your Partner. Publishers have the access to your audience and are also great content makers who know how to communicate to the audience. Use them. They can be your content team. Quite often the leader in a field might be too costly and charge big premiums for access. However smaller and more niche publishers will always work twice as hard and for nothing like the cost of the leaders.
3. 2012 is the year of video. People are more and more time pressed. Execs. need information quickly, website users have a lower attention span (sadly). Video get the information to the recipient quickly and saves on reading through reams and reams of information until they get to the best bit. It’s amazing how much can be communicated in 3 and a half minutes
4. Jobs aplenty. For all of those journalists, copywriters and creatives that have hit skid row, fear not. If your redundancy money can still keep you, there will be work from brands, publishers, content agencies and The Peloton which will be able to put a smile back on your face and allow ideas to flow all over again. It may not be permanent work but then everyone does their best work freelance.
5. Get social, get mobile. Taking traditional desktop content and reformatting for a mobile screen doesn’t help anyone – you or your audience. When someone is visiting your website from a mobile device, they need content that fits their mindset, Quick, easy, digestible, actionable and retraceable. You can’t ignore mobile devices for your content delivery so plan it in early.
6. Interactive video. Video, as everyone is predicting, will be rife in 2012 and beyond. How rife will it be though when it can be measured and the video commissioner gets tangible results. Interactive video does that. We agree with Joel Harrison editor of B2B marketing when he says 2012 will be the year of video… only we think that interactive video is what could drive it into the stratosphere.