B2B content strategy is a slightly different beast to a successful B2C approach. In recent years many businesses have focused on whitepapers, blogs, webinars and eBooks as a way to drive traffic and engagement. While these are still very effective tools, changes to the way social networks now function and an increase in competition for the attention of an audience mean that more is required. Video is the tool of choice for filling this gap. 62% of B2Bs video content builds more brand awareness and helps to generate higher quality leads. So, how can you use video more in a B2B online strategy?
1. Explainer videos and tutorials
If your budget is limited and/or you’re not keen to appear on screen yourself, explainer videos and tutorials are easy to put together and can be incredibly useful. These are often created to show how to use software or a product or service via a combination of screen recording and narration.
2. Repurpose your webinar content
If you’ve already invested in putting webinars together it makes sense to get as much value from that initial investment as you can – repurposing the content is a great way to do that. Instead of pushing out the entire webinar in one piece of content, break it down into small, bite-sized clips that are perfect for social media. Make sure the content is useful – this will not only identify your business as specialist but also help to drive engagement with future webinars.
Short videos – usually less than a minute in length – that offer advice or provide tips or hacks are easy for viewers to digest and genuinely useful. Identify an issue or obstacle that exists for your B2B clients and then create a video concept that is designed to present a series of easy to try actions that could be taken to overcome that problem. All you really need to create a video like this is some high quality images and a video editor.
Interview videos can be incredibly engaging, especially via social media, because they are essentially ‘face-to-face.’ Those that work best tend to involve interviewing an expert or specialist whose knowledge, experience and expertise is likely to be of interest to your target audience. It’s essential to focus on topics that your users are going to want to tune into. The advantage of interviewing a specialist is that they can also help with the video promotion via their own social channels.
5. Use humour to generate engagement
Even in a B2B context, humour can be a very effective tool when it comes to getting people to engage with your content. Parodies, skits and anything that is designed to lighten the tone and make people laugh can make your content stand out as shareable and memorable.
Integrating video into B2B online strategy is a great way to update your approach for 2019 and improve the ROI you see from the content that you make.