The many faces of video in B2B marketing
For many B2B organizations, content marketing has become a key part of their overall strategies to push buyers through the sales funnel. Whether the goal is to generate leads or establish thought leadership in a specific industry, content continues to thrive in the B2B marketing world.
Some of the most commonly used types of content include social media, e-newsletters, blogs, case studies, in-person events and videos (1). However, the last component on the list may have the greatest potential to reach buyers and capture their attention.
As a marketing tool, video can play many roles in a campaign. In fact, 63 percent of B2B organizations plan on integrating video this year (2). One possible application for a variety of companies is to create tutorials for their products or services. One well-known use of video in this context is the online marketing software enterprise Moz, which hosts a weekly tutorial on SEO tactics and issues. This helps to build thought leadership and keep people engaged on a continual basis.
B2B companies can also use videos to showcase interviews. Whether it's a customer testimonial, a conversation with industry leaders or an informal introduction of the CEO, videos can help prospects get a better idea of what a company's culture is like.