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B2B Video Marketing: Build a Deep, Valuable Content Library
Video can be a central part of your B2B marketing efforts if you take the time and effort to focus on this content. Evergreen materials that deliver clear, informational messages can guide your buyers down the funnel to a purchase while also laying the groundwork for future business.
If you’re not using video, you could be falling behind in your space: Wyzowl reports that 89% of marketers use video content. With so much video available, the task facing your team is to create good videos — ones that are more compelling than the competition.
As with other kinds of marketing and sales materials, there are differences between effective B2B video marketing and its B2C equivalent. To become a truly effective video marketer, you should make sure your B2B company is applying best practices and creating content that is perfect for its purpose within your digital marketing strategy.
What does successful B2B video marketing look like?
Effective B2B video marketing means creating content pieces that will assist potential customers as they learn more about your brand.
As Mailchimp highlights, B2B marketing content should be:
- Specific and suited to niche buyers.
- Targeted to suit your B2B audience’s pain points.
- Varied to carry buyers down the sales funnel.
- Visible on business-focused social media and outreach channels, like LinkedIn and email.
The B2B buyer’s journey is slower and more methodical than B2C transactions, with large individual prices for purchases and multiple levels of sign-offs and approvals. Therefore, highly informative content pieces that can answer buyers’ questions during their self-guided research are must-haves for a B2B library.
You should focus on creating deliverables for your digital marketing strategy that:
- Become evergreen pieces of your marketing content library for years to come.
- Explain information about your products and services in depth.
- Complement your materials in other media.
- Conform to your branding and match the rest of your content.
Assessing your B2B content will come down to what those pieces have accomplished for you. Have they encouraged conversions? Or have they at least caused further engagement, with viewers reaching out directly for more information?
B2B buyers’ purchases are not decided overnight, so your video deliverables are part of a multi-pronged effort to convince your potential B2B audience that your brand is their best bet.
How can you produce B2B video content that delivers successful outcomes?
So, what goes into making this kind of informative, compelling video content? There are a few specific methods your B2B brand can try when building out its video marketing strategy. These B2B content marketing lifehacks provide a quick path to a stronger content library.
Repurpose Other Materials
For instance, you can review your deliverables in other media and convert the best ones to video format. Case studies, eBooks and white papers may prove to be especially useful pieces for this purpose. A testimonial video or fully produced case study video can show off your items from a customer perspective, whole product demos and educational videos allow you to highlight your offerings at their best. Providing a user-friendly way for potential customers to engage with your brand’s most in-depth and informative materials adds new depth to your content library.
Produce Reusable Segments
Another way to add long-term value to your B2B content library is to intentionally produce small pieces of content that can appear multiple times. This might mean filming B-roll around your headquarters or creating an animated version of your logo. Not only is producing these linking pieces a great use of resources, but it’s also a way to create a united aesthetic for your video content.
Find a Production Workflow That Works for You
If your brand is one of the many that’s devoting less resources to internal video production in recent years, that doesn’t mean you have to give up on creating high-quality B2B content. By working with expert third parties, you can fill the gaps in your video workflow, whether that means on-location filming, post-production or every step of the process.
Find your ideal B2B video approach
Building a B2B marketing video library is a powerful way to set your brand apart. When potential customers assess various potential vendors for their needs, videos can make a strong first impression without the need to interact directly.
Evergreen B2B marketing videos can provide this value for years to come, offering insights into your brand’s products and services in an easily digestible format. B2B marketing videos are simple to share, so B2B buyers can pass them around, receiving various stakeholder approvals before approaching your brand to finalize a purchase.
If you haven’t yet begun to build a B2B video library — or if your offerings need a refresh — it’s not too late to take action. Working strategically with a production partner on your B2B marketing strategy, you can build out a large amount of compelling content relatively quickly, helping your B2B brand stay competitive.
Read our eBook to learn more about building a compelling evergreen content library for your B2B company.
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