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Video 101: How to create engaging B2B content

As video content marketing grows in popularity, B2B marketers take note and implement it into their digital marketing strategies. Businesses such as Google and HubSpot already use video content marketing to boost their online advertising and inbound marketing efforts. Video content is useful for B2B brands because it gives the target audience an engaging and entertaining way to consume information. Video is also easy to share across social media and can be used as a part of responsive web design. Lastly, it does not have to be overly promotionalmaking it a less aggressive advertising tactic to the customer.

How can smaller B2B companies begin and maintain a successful video marketing campaign? Before all else, a YouTube channel must be created. Then, follow these seven steps for a successful video marketing effort:

1. Begin with a theme
The Content Marketing Institute recommended picking a theme and story arc before creating any video content (1). Ask yourself about the company culture. Is it fun and unique? Or is the company serious and thoughtful? For example, if a brand is serious and professional, provide helpful how-to videos on using a program or service provided by the company. If a business is informal, create office tour videos and "meet the cast" content. Most importantly, all video content should match the brand's overall tone and message.

2. Create a YouTube or Vimeo account
Most branded content is uploaded to a video service such as Vimeo or YouTube. Vimeo offers higher-quality videos at longer lengths. However, it does not have the SEO power that YouTube does. To create a YouTube channel, Sprout Social recommended creating a company Google Plus page (2). Then, attach the YouTube channel to the respective Google Plus page.

3. Make a standout profile
YouTube channel dashboards are filled with useful features and applications such as title cards, header images and other various pages. GetResponse said picking an eye-catching image is a smart way to portray the channel (3). Unsure what to write on the about and Home pages? Explain to the audience what types of content the channel will host. Invite them to like and subscribe to the page. Include various links to social pages and contact information. Lastly, use standout title card images to make sure viewers will recognize and engage with brand videos. These techniques should ead to a strong video profile.

4. Use SEO with video
Social media and YouTube run on algorithms to help users find the content they'd like. To gain views, use keywords in meta and video descriptions to help viewers find your videos. On social media websites, use the "Status" box to fill in keywords and hashtags. Another unique strategy is to type entire phrases into a keyword box. Say, for example, your brand posted a humorous content video featuring a cat. A searchable term could include "Funny (company name) cat" or "Crazy cat (company name)."

5. Like, subscribe and share buttons
Like and subscribe buttons are useful on YouTube and across other social media platforms for B2B marketers. First, make sure each piece of video content posted calls back to liking and subscribing to the page or YouTube channel. Then, invite viewers to share the piece across platforms. By inviting them to share, you increase brand impressions as well as views. This can quickly add up to be a large revenue for B2B companies. Include call-to-action buttons in email marketing blasts for video content, such as "Share now".

6. Create an experience
According to Convince and Convert, video content should be created as an experience for the viewer (4). This means not overloading the audience with information or imagery. To create balanced and fair videos that can be shared across many platforms, keep the graphics simple yet polished. As well, consider using interviews or office culture videos to invite viewers into the personality of your company. Remember that the experience of a product is more important than the promotion. If a brand is remembered warmly through effective content, that alone will turn leads into conversions.

7. Repost videos – to an extent
After following the steps above and creating engaging content, repost any videos depending on theme for the week and view count. If you do not have a designated social media specialist, consider using a B2B marketing agency that will organize and schedule posts for you. These social media gurus will also pick out videos that will produce the most hits for your content. If possible, repost videos in other means of marketing such as email blasts or before webinar streams. This repeated exposure to a video will help viewers recognize the brand more quickly. 

By following the steps above, a company can create valuable video content and an integrated marketing campaign for a B2B brand.

(1). How to Create Video Content that Actually Works
(2). How to Create a YouTube Account for Business
(3). Things to Remember When Starting a YouTube Channel
(4). 8 New B2B Video Content Marketing Trends

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.