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We’re seeing content marketing investments increase steadily as more brands turn their gaze to new formats for audience engagement. This is a trend that is not likely to slow anytime soon.

But there is a bigger problem simmering under the surface with all this content. Specifically, video.

More and more video content is being pummeled out by brands, companies, communicators and advertisers. All this activity, however, is missing a vital key value driver that is costing us further down the performance chain.