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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.

1. "6 Types of Content B2B Marketing Can't Thrive Without"
2. "5 Ways B2B Organizations Can Incorporate Video Marketing"

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.