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Finding the purpose of video content marketing

An integrated marketing campaign should aspire to give consumers a consistent brand message through multiple channels and content. To guide audience perceptions, B2B marketing teams need to have a clear intention for each piece of material they publish.

B2B Marketing, a business information resource, recently shared the results of Ascend2 surveys that found 48 percent of marketers feel a lack of a coherent plan was the biggest obstacle in video marketing campaigns (1). Deciding on a primary goal is difficult because the industry can't decide on a primary reason for why B2B companies should include video in online advertising. The reports concluded 47 percent of marketers felt brand awareness was the main objective, 43 percent said customer education was most important and 41 percent focused on B2B lead generation (2).

A company must decide which objective is right for it. The purpose of the video content marketing should inform how the material is designed and distributed. For example, B2B lead nurturing videos should be full of partnership information and social media content should have some entertainment value.

Business 2 Community said there are a few best practices for any video content (3). Companies must use keywords in video content descriptions to promote search engine optimization. A video can feature annotations, so companies are able to promote inbound marketing from the start, instead of saving the call-to-action for the end.

1. NEWS: Marketers struggling with video content despite recognizing its impact
2. NEWS: Marketers divided on video content's primary objective
3. How to Make B2B Marketing Videos the Right Way

Sheila Kloefkorn

With more than 25 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.