Video is taking off as a tool for product research in the B2B sector and should be a part of an enhanced marketing strategy. Much like video created for business to consumer online marketing campaigns, the content must be compelling. According to an eMarketer, the impact of digital video on B2B tech buyers was very positive:
- 72 percent researched a product further after watching video
- 54 percent visited the vendor website or contacted the company for more information
- 46 percent purchased a product
- 28 percent added the vendor to a short list or consideration set
The important thing to consider when creating video content is to keep it relevant but entertaining as well. An informative video of one guy sitting in front of a camera explaining a product will get skipped quickly. Add some graphics, thrills and create a story so the viewer has a reason to watch it to the end.
With written content, such as white papers or e-books, you can go a little heavier on the education and use a serious tone. However, while B2B buyers are doing research with video, most people have an expectation to be entertained when they press play. If you are planning to add video to your content marketing strategy, make sure it's dynamic, funny and tells a story.