Video is one of the latest trends in B2B content marketing. Research from the Content Marketing Institute and MarketingProfs indicated that the vast majority of B2B marketing teams are utilizing content – the average number of tactics employed was 13. Additionally, marketers are sharing content on an average of six social media platforms.
Because one the top goals of a content marketing strategy was to raise brand awareness, video may prove to be a vital tool. This form of content marketing is highly sharable on social networks, and the balance of power is shifting in favor of more visual marketing materials. In fact, videos can significantly boost leads' understanding of your product offering, according to ClickZ.
When outlining a video marketing strategy, you need to determine whether you will host content on your own website or rely on YouTube. The type of video can dictate the choice, but it's important to keep in mind that Google owns YouTube, meaning it can have positive results for search engine optimization. This makes it easier for potential customers to find your content, and you can host videos for free. However, certain types of videos, such as interviews and webinars, may be more effective on your website because they are simpler to brand.