B2B Video Content Marketing – Strategies & Best Practices

Text that says make the most of video marketingVideos are a great way to tell brand stories, share customer successes, explain products & services, and get seen in the marketplace. And more B2B companies are incorporating videos into their marketing compared to 10+ years ago.

In fact, the Content Marketing Institute (CMI) reported that videos are expected to be the top B2B content investment for 2022. CMI also states that webinars came out on top as the type of video format that produced the best results.

As you consider new or additional investments in video content, remember that B2Bs who get results from them usually do so because they have a precise strategy about: a) why and how videos will be used, b) how their success will be measured, and c) how they’ll fit into the broader marketing and communication plan.

Tips and Industry Resources

Focus on the funnel

Success with videos can be influenced by a buyer’s stage in their decision-making process and on where they hang out to do their research and find content. Discover Gartner’s insights about this along with funnel-based strategies and best practices for optimizing B2B video marketing.

Know your type

Promos, storytelling, and demos are the most common B2B video types according to Vimeo.

Forbes highlights the importance of capitalizing on authentic, “snackable” video content and considering social vs. on-site experience in their article about finding success with short-form video. They also state that 74% of B2B marketers get a good return on video investment and 91% feel video is even more important for brands since the pandemic.

Tune into the right channel

Channel optimization is another area to think through and get right. Make sure you’re optimizing your videos by distributing them through channels that are relevant to the target audience you built the video for in the first place. Going Clear’s Best Practices To Optimize Your B2B Video Marketing gets into this along with similar best practices as those mentioned above.

Key takeaway

Use the above best practices to create and distribute B2B videos that drive awareness, engagement, and sales. And if you need help deciding your strategic content plan and video’s place in it, contact me.


By : Lydia Vogtner

Lydia Vogtner is an independent B2B marketing and communications consultant specializing in brand, messaging and content strategy

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