Video content now within reach of B2B marketing departments

Content marketing has evolved fast and 2013 was no exception. Marketers are continually coming up with innovative ways to improve content for better brand awareness, lead generation and as a research tool for prospective clients.

What is content and how is changing?
The options that the Internet provides for marketers to reach their audiences have created a climate where variety is as important as quantity and quality. Successful marketing campaigns require a melding of numerous skills, talents, departments and mediums. According to CMSWire, 2013 got marketers realizing that where content shows up is as important as what's in it.

While originally grouped on dedicated pages, blogs or tabs, content is much more useful when it finds the audience, not the other way around. CMSWire suggests grouping content based on it's subject matter rather than its form. Written content about the power of video marketing belongs on the video page, not in the articles section. While successful advertising needs to push a company's products or services, it's not always the best way to draw customers in. Providing industry news, how-to's and interviews with experts can make a company a source of information for clients.

Video is a medium every marketer can embrace 
The most dynamic content is often found in video. Television was traditionally the only medium for video marketing; however, it was highly consumer-based and prices kept the majority of companies from considering it. While it was a good platform for retail organizations with billion-dollar marketing budgets, it made little sense as a tool for average B2B companies.

The medium has since opened up to Internet marketers as the tools required to capture video have gone digital. Small, digital video recorders, user-friendly editing software and an increasing number of people who understand how to use them put video production in the budgets of nearly every marketing department. What once took a studio and thousands of dollars of equipment and staff can now be done with two people and a smartphone, at the very least.

Like written content, quality is important to video marketing  
While video is easy to create, the onus is still on marketers to ensure that content looks professional. It is worth investments in audio and visual equipment that produce clear and crisp videos. Marketers need to put charismatic and knowledgeable employees in front of the lens and their most skilled videographer behind it. In the coming year, video will continue to be an exciting, effective way of reaching a company's audience.

Sheila Kloefkorn (1029 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.