Show, don't tell. That is the simplest yet most powerful lesson a storyteller can learn. As marketers put more emphasis on content that tells a story, we need to remember that old writing adage—even though it's much easier said than done.

Fortunately, today's marketers are using video to put the emphasis on showing. Video is the perfect format for quickly grabbing busy audiences' attention. It enables strong storytelling in a short but memorable format that viewers can enjoy—and marketers can measure.

Grabbing the attention of potential customers is more important than ever in a world where buyers do most of their own research online before ever contacting a vendor. We have to cut through the noise and engage our prospects with content that entertains, inspires, and educates them about what we do and who we are, including the culture of our companies.

Facts tell, but stories sell, as they say. There is no better medium than video for storytelling.

Up until recently, most marketers have used video sparingly as a way to enhance their website, but very few have invested in it strategically as a way to improve the results of marketing and sales programs. That's about to change.

Here's what to expect from video marketing in 2015.

1. The play button will take center stage as the most compelling call to action on the Web

How do we know that audiences prefer video content over other formats? We have the data to prove it. Survey after survey supports it.

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ABOUT THE AUTHOR
image of Tyler Lessard

Tyler Lessard is CMO of Vidyard, a video marketing platform that helps transform viewers into customers.

Twitter: @tylerlessard

LinkedIn: Tyler Lessard