Video marketing is taking off in a big way, reports The Content Standard by Skyword, and associations would be wise to jump on the bandwagon. Step one is to come up with the right metrics in the form of video content marketing KPIs -- metrics that should flow from your content marketing strategy. "You'll want to take a close look at KPIs that indicate how far into the video your audience stays tuned, whether they replay it, if they like it enough to share it, and whether they perform a conversion after having viewed it," the article's author writes. Watch time can be an especially important metric, as it shows whether or not your video keeps viewers interested until the very end. The play rate--how often members clicked to view a video--is also important. If members really liked it, they may well have opted to play it again, and that's a powerful indicator of engagement.
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