Employing video in content marketing should not be a budget-busting venture for B2B. Challenged with telling technical stories, Attivio has been swapping out lengthy white papers for two- to three-minute video to great results. Since introducing video in 2009, the search-technology provider saw its Web traffic spike 200% to 300% and a doubling of time spent on the site, with more lingering over video pages. "We're extending engagement by creating compelling content," Attivio's Drew Smith says.

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