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 â€“ 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 courseÂ the â€˜shareabilityâ€™ 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, wellâ€¦youâ€™ve just hit the content jackpot!
Here are our video content doâ€™s and donâ€™ts:
DoÂ think about the purpose of your video. What do you want to achieve?
DoÂ strive forÂ long-term engagementÂ â€“Â createÂ a series, donâ€™t be a one hit wonder.
DoÂ think about toneÂ â€“Â do you want a voiceoverÂ and/or background music? Ensure this fits with your brand personality.
DoÂ make it realÂ â€“Â include customers and show how they are benefitting from your products/services.
DoÂ make it personal for your intended audience. People connect with other people, not brands. Use humour where appropriate.
DoÂ maximise your ongoing video spend by creating a branded video template that can be re-used.
Donâ€™tÂ make it too long (or too brief). Strike the right balance for your target audience.
Donâ€™tÂ talk too much. Explain visually wherever possible.
Donâ€™tÂ rely on your technology too muchÂ â€“Â ensure you have good lighting and acoustics.
Donâ€™tÂ be salesy. Ever. You want to position your brand as a thought leader, not a vendor.
Donâ€™tÂ forget to share your videos on social channels and respond to any comments you receive.
Donâ€™tÂ 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 brandâ€™s bottom line, check outÂ The CommsCoâ€™sÂ latest whitepaper,Â Content that Counts. If you want to improve your brandâ€™s content but donâ€™t know where to start, we can help there too. Why not take up our offer of aÂ 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.