Save or Share this Report

For B2C Marketing Professionals

Creating Value From "How-To" Videos

Use "Content As Marketing" To Engage Online Audiences

September 11, 2009

Authors

  • By Nick Thomas
  • with David Card,
  • Mark Mulligan,
  • Erik Hood

Why Read This Report

We are all media companies now. One effect of the digitization of content is that the barriers to entry have come down: While the creation and distribution of content used to be the preserve of specialized companies with deep pockets and expertise, in a post-media-meltdown universe, that monopoly is changing. Any company seeking to build a relationship with its consumers has the ability to communicate — especially online — through its own content. The growth in the consumption of online video and the relatively low cost of creating Web-quality video content have created new opportunities for engagement beyond the traditional model of advertising around someone else's content. "How-to" videos — instructional, short-form videos produced professionally but to Web rather than broadcast quality — are a great example of a new Web-based genre that can create value for brands, advertisers, publishers, and, most importantly, consumers. Consumer product strategy professionals looking to use this "content as marketing" must understand the inherent nature of the format and the importance of effective distribution and integration in order to maximize their impact.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase