Not long ago, video could feel like a “nice-to-have” in a B2B marketing plan.
If budgets were tight, it was easy to prioritize a well-written blog, an email campaign or a webinar and push video further down the list.
Today, it’s worth looking at video a little differently.
That doesn’t mean every B2B marketer needs a full production studio or a library of highly polished videos. It means video has become another useful way to educate buyers, build credibility and make the most of the content you’re already creating.
Video can change how your message gets consumed
One of the things I find interesting about video is that it can make the same information feel completely different.
A 60-second explainer can distill a complicated idea into something easy to understand. A customer story can bring a perspective to life in a way that a written testimonial may not. An industry expert can share a point of view in a few minutes instead of asking a buyer to read through a long-form article.
The message isn’t necessarily different. The format is.
And that matters because not every buyer wants to engage with information in the same way.
Video gives marketers another opportunity to take the ideas, insights and expertise they’re already producing and present them in a format that can be easier to consume and share.
Video doesn’t have to mean starting from scratch
One of the things I like most about video is how much mileage you can get from content you’re already creating.
A webinar can become a series of short clips for social media. A customer interview can be repurposed into snippets for email campaigns. A thought leadership discussion can become content for your website, social channels or digital advertising.
When budgets and resources are limited, finding ways to extend the life of existing content matters.
Video can help you do that without requiring an entirely new content strategy.
Video can support different moments in the buying journey
Not every buyer is looking for the same information.
Someone discovering your company for the first time may benefit from a short brand video.
A prospect evaluating solutions may want a product demonstration or customer story.
Someone further along in the buying process may be looking for deeper insights from an industry expert.
Video can support each of those moments, which makes it a flexible addition to a broader marketing strategy rather than a standalone campaign.
Questions to take back to your team:
As you think about your content strategy, ask yourself:
- Are we creating content in formats that make sense for how our audience consumes information?
- Could one piece of video content support multiple campaigns or channels?
- Are there existing webinars, interviews or other content that could be turned into video?
- Are we making it easy for busy professionals to engage with our message?
Video doesn’t have to replace the marketing tactics that are already working.
It can make those tactics work harder.
If you’re thinking about how video could fit into your marketing mix, get in touch with our team to learn more about SmartBrief’s video capabilities and how we can help you extend your content to engaged professional audiences.