9 Benefits of Video Marketing

9 Benefits of Video Marketing

by | Oct 21, 2024 | Content Marketing

The shift to video marketing is nothing new, but like all things healthcare, the industry has lagged behind—until now. Healthcare marketers are becoming more aware of the benefits of video marketing and realize it’s no longer a nice to have, but a must-have.

Video can help you cut through the noise and stand out from the competition, establish your brand or change brand perception, and encourage your buyers to take action—to name a few.

Whether it’s a brand video, an explainer video, or a product demo, video marketing is on the agenda in 2025. Still not convinced? We’ve got you covered. But first, let’s talk about what video marketing is and what the latest data shows.

What is Video Marketing?
At the most basic level, video marketing is using video to market a product, solution, or service. Just like any other form of content, video can educate, build brand awareness, foster thought leadership, reach and engage your target audience, and ultimately convert leads into sales. Yet unlike text, video is unique in its ability to connect with the viewer and leave a lasting impression.

Video Marketing Statistics
With the increased move toward video marketing, there has been a wealth of research and compelling statistics about the benefits of video marketing. Here are some:

  • 85% of marketers say video has been effective in engaging their audience and improving loyalty

The Benefits of Video Marketing
There’s no doubt that video is a powerful tool that should be in your content strategy. Here, we explore more of the reasons why it’s so beneficial.

1. Video Is a Channel Buyers Prefer
If you’ve ever had to fix a broken appliance in your home or wanted to learn how to make a new recipe without it being an epic fail, chances are, you watched a video. Video brings content to life and helps you learn and understand information, be entertained or inspired, and connect with a company in ways that text alone cannot pull off.

People also prefer video over any other type of content. In fact, when asked how they like to learn about products or services, 44% of marketers and consumers said they prefer video over ebooks, articles, and even webinars, a report by Wyzowl found.

Plus, with people spending more than 26 hours a month watching YouTube, video meets people where they are and in a channel they prefer.

2. Video Builds Brand Awareness
Whether you work for a healthcare start-up, your marketing has fallen by the wayside, or you’re going through a rebrand, building brand awareness is top of mind—and video can support your efforts.

Video can help your company establish itself in the marketplace, stand out from the competition, and quickly establish who you are, what you do—and why you’re different—and the values you stand for.

3. Video Delivers a Positive ROI
Many healthcare companies focus on writing blog posts, placing thought leadership articles, and developing ebooks, for example. Although all of those are necessary, video is a one-two punch when it comes to developing content that gets your company results.

While any type of marketing is a long game, video can amplify your content and get you to your end goal quicker. Consider this: a whopping 90% of marketers say video marketing has resulted in a good ROI.

4. Video Supports SEO
With every company talking about the same healthcare issues, ranking for common keywords like health equity, value-based care, and healthcare engagement can be tough. Yet adding in video can help you get found.

For starters, since video is more engaging than text, people are more like to stay on your pages longer, which improves your rankings. A majority of marketers (82%) say video has helped keep visitors on their websites longer.

There are other reasons to add video to your site. Google prioritizes websites that have video content. Plus, when Google shows a video thumbnail next to a search result, the result is a rich snippet, which is likely to have higher click-through rates than standard snippets, according to Lemonlight.

5. Video Drives Engagement
Considering that 65% of people are visual learners, video marketing is a no-brainer.

Using video to tell your brand story, educate your buyers, or walk through a demo can help you stand out from the competition and improve recall. One study found that people are 13% more likely to remember the details from a video than the text in an email.

6. Video Improves Sales
Unlike other forms of content, video can help buyers better understand a solution, see it in action, and build a deeper connection to a brand—all of which can boost sales. In fact, 82% of people have made a purchase after watching a video.

Evoking emotion in your campaigns can also boost conversions. Research out of the University of Southern California found that of advertising campaigns that performed well, 31% had emotional content versus just 16% that had rational content. Perhaps even more interesting is that the emotional response to an ad has a greater influence on a consumer’s intent to make a purchase than the content of the ad.

7. Video Makes Your Brand Relatable
For B2B healthcare companies, the products, solutions, and services don’t usually tug at a buyer’s heartstrings or create a visceral connection. Yet it’s important to remember that at the end of the day, B2B is just like consumer-facing brands: people do business with people. 

Unlike other types of content, video effectively weaves in storytelling in a way that allows brands to seem relatable and authentic, and also establishes trust, builds credibility, and makes that human connection with buyers.

Some of the ways to use video to add that relatability factor include developing a brand video, behind-the-scenes videos, patient stories, and customer case studies.

8. Video Improves PR Efforts
When you’re developing thought leadership content and pitching the media, adding a video can increase the chances that you’ll place the piece or land an interview. In fact, 87% of reporters say they use video from pitches.

9. Video Boosts Email Click-Through-Rates
Posting your videos on YouTube and running LinkedIn campaigns is a good first step, but including video in your email campaigns can take your efforts further. Adding video to an email improves click-through rates by 65%.

Consider sending a welcome video to new subscribers, a product demo, or promoting a webinar, conference, or event. 

As sales cycles get longer and buyers are more difficult to reach, video marketing will continue to be important for B2B healthcare brands.

Looking to get started with video marketing or ramp up your efforts? Learn more about our video script copywriting services or schedule a discovery call today.

How to Create Thought Leadership Content That Gets Media Coverage

How to Create Thought Leadership Content That Gets Media Coverage

by | Oct 1, 2024 | Uncategorized

In the crowded, competitive market that is B2B healthcare, creating thought leadership content and getting media coverage is one of the most effective ways to stand out. Thought leadership can help you build brand awareness, credibility, and trust, position your C-suite as go-to experts, and ultimately, be the vendor of choice when decisions are made.

While mass layoffs have touched nearly every news and media organization, journalists, editors, and producers are being asked to do more with less. Yet they still need newsworthy stories, which presents a unique opportunity for companies to pitch and place thought leadership content.

In an interview on The PR Playbook podcast, I sat down with host Ronjini Joshua, owner and president of The Silver Telegram, to explore how thought leadership fits in your PR strategy, why most pitches land in the trash, and how to place thought leadership content and land media interviews.

Set Your Goals
Every marketer knows they should create thought leadership content, but knowing why it’s right for your company and establishing goals for your efforts is the first step. Perhaps it’s building brand awareness, changing the perception of the brand, or getting the market to think about a challenge or an industry trend in a different way.

Be Realistic
Keep in mind that like all things marketing, thought leadership is a long game, not a build it and they come effort.

Building trust and credibility, and staying top of mind takes time and consistency that ultimately positions your company as the go-to solution. While there’s no ideal cadence and your efforts will depend on your resources and budget, aim to place one piece a month, or at the very least, one per quarter.

Get C-Suite Buy-In
If your senior leadership doesn’t understand why thought leadership is a priority, creating the content and landing media coverage will most likely be difficult.  Therefore, before you launch your efforts, explain the “why,” and what your goals are for the program. Plus, if your competition regularly lands media coverage, show senior leadership the results they’ve had, which may make getting buy-in easier.

Something else to keep in mind is that although your c-suite is busy, 30 minutes is plenty of time to conduct an interview that will give you, or the journalist, plenty of information to write a strong piece.

Do Your Research
Before you write, you need to do your research and understand what types of stories the outlet publishes, who their audience is, and what makes them unique.

Search their stories to make sure you’re not pitching a story they have already covered and be sure to pitch the right journalist, editor, or producer.

Write a Strong Pitch
When I was writing for Fox News, Everyday Health, and other consumer news outlets, 99% of the pitches I received were deleted. Most of the publicists who pitched me used weak subject lines such as “story idea” or “media expert available” and rather than pitch a story idea, they pitched a new book or product. When writing pitches, here are some tips to consider:

  • Keep the subject lines, short, sweet, and clickable.
  • Always address the pitch to the individual you’re pitching.
  • Don’t bury the lede—quickly tell them what they need to know.
  • Include only 3 ideas you plan to write about.
  • Include the name of the source (not the entire bio!) and explain why they should be interviewed or contribute an article.


Have Something New and Newsworthy To Say
Oftentimes, companies think they’re creating thought leadership, when in reality, what they have is just another blog post or plug for a new product or solution. Media outlets need something new: new studies, new statistics, or a new trend. True thought leadership content is newsworthy and:

  • Offers your audience a new solution to an age-old problem or industry challenge.
  • Provides a new idea or a fresh perspective.
  • Encourages your audience to rethink what everyone else is talking about.
  • Explores ideas no one else is talking about.
  • Persuades your audience to take action.

While the ideas that you pitch should align with your company’s messaging, avoid plugging your products or solutions since any mentions will likely be cut.

Maximize Your Interviews
If you’re already conducting an interview for a website article or ebook, for example, and you have 5 minutes left, pick your SME’s brain for new thought leadership ideas. I find the best story ideas come about when I ask, “Is there anything else that is important or we didn’t talk about?” These stories are those that come from conversations behind closed doors or challenges that keep your experts up at night.

Offer Video
With video consumption at an all-time high, it’s no wonder that media outlets are looking for it. In fact, 87% of reporters say they use video from pitches.

If your SMEs are media-savvy or you have—or can create—a video to support your story, you may have a better chance of placing your thought leadership content or landing an interview.

Including thought leadership in your PR strategy is a no-brainer, and with these simple strategies, you can launch your efforts in no time.

To learn more, listen to my interview on The PR Playbook podcast or schedule a free discovery call today.