By: admin On: May 08, 2015 In: Video Comments: 0

As a marketing tool, video content is huge and its effectiveness in the B2B space should never be underestimated. Video not only allows you to tell a story, it enables you to dictate the images, sounds, and narrative that your audience consumes, and is a great way to drive awareness, generate leads and procure the brand positioning you want.

Research by Hubspot shows that the use of video in B2B marketing increased by 8% to 58 per cent in 2014 – a soaring popularity that shows no sign of slowing down. Perhaps most significantly for technology marketers, video content can also be easier to digest than two-dimensional marketing tools such as reports, meaning it offers particular opportunity for technology companies that struggle to communicate complex messaging in a comprehensive but understandable way.

The real advantage with video is of course the ‘shareability’ factor. It can be embedded into an email or e-newsletter, published on a blog or website, and/or posted to social media. And, if your video goes viral, well…you’ve just hit the content jackpot!

Here are our video content do’s and don’ts:

Do think about the purpose of your video. What do you want to achieve?

Do strive for long-term engagement – create a series, don’t be a one hit wonder.

Do think about tone – do you want a voiceover and/or background music? Ensure this fits with your brand personality.

Do make it real – include customers and show how they are benefitting from your products/services.

Do make it personal for your intended audience. People connect with other people, not brands. Use humour where appropriate.

Do maximise your ongoing video spend by creating a branded video template that can be re-used.

Don’t make it too long (or too brief). Strike the right balance for your target audience.

Don’t talk too much. Explain visually wherever possible.

Don’t rely on your technology too much – ensure you have good lighting and acoustics.

Don’t be salesy. Ever. You want to position your brand as a thought leader, not a vendor.

Don’t forget to share your videos on social channels and respond to any comments you receive.

Don’t forget to include a clear call to action. What do you want your audience to do next?

To find out more about how content marketing can increase your brand’s bottom line, check out The CommsCo’s latest whitepaper, Content that Counts. If you want to improve your brand’s content but don’t know where to start, we can help there too. Why not take up our offer of a free content audit? We will assess whether your business is achieving optimum return on its current content marketing investment and give you the insight you need to inform future planning and budget allocation.


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