3 ways to make video content marketing work

Video used in a content marketing context continues to gain traction, especially in the B2B segment. In fact, 76 percent of marketers who promote their products and services to other companies indicated that video was central to their digital marketing efforts (1). At the same time, 60 percent said this strategy is very effective.

What channels are most frequently used?
The Internet provides businesses with a variety of options to publish video content for both lead generation and nurturing. The top social media platforms are the most heavily utilized channels for distributing video content marketing collateral. Ninety-four percent of B2B marketers use the business-centric network LinkedIn, while 88 percent use Twitter and 84 percent take advantage of Facebook. However, YouTube continues to be one of the most popular channels for posting videos, as 48 percent of B2B marketers said they find this channel more effective than Facebook, Pinterest and Google Plus.

What makes videos so attractive?
The number of people viewing online videos makes a compelling case. Roughly 100 million U.S. consumers watch them on a daily basis, which reflects a 43 percent increase over the past four years (2). Meanwhile, nearly half – 46 percent – of people will likely seek out a particular product or service after viewing a video about it. Accordingly, it's an effective lead generation tool.

How can B2B marketers capitalize on video content marketing?
It can be tempting to jump to the conclusion that posting any kind of product video will immediately generate interest among buyers. However, implementing a video content marketing campaign demands a strategy.

  1. Develop clear objectives: Much like any other kind of marketing campaign, there needs to be a concrete purpose for spending the time and money to create content (3). On one hand, a business will have to develop parameters for lead generation; on the other, return on investment is a critical part of clarifying goals for video. How many conversions will it take to rationalize the investment in either in-house or third-party expertise for creating video?
  2. Consider automation software: Especially when a business is publishing content to multiple sites, including social networks and YouTube, it's easy for distribution to get bogged down. Automating the process can ensure each video is posted according to a content calendar, and many kinds of software will also bring in analytics capabilities so companies can track how videos perform.
  3. Clearly address buyers' needs: Content can range from professional and information to humorous and educational. Whatever the goal, it's important to consider what the videos are aiming to do for the audience. How-tos may work best to capture more leads, while customer testimonials are effective for nurturing prospects (4).

1. "76% of B2B Marketers Use Video Content Marketing, YouTube Top Choice"
2. "The Rise of Video Marketing"
3. "5 Tips for Effective B2B Content Marketing"
4. "Using Online Video To Enhance Your Content Marketing"

Sheila Kloefkorn (1031 Posts)

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.