Why technology business video animation works
The rise of animation in technology explainers The extensive use of animation in “explainer” videos can be explained by the fact that 2-Minute Explainers originated in 2004 as computer files authored in Flash, a vector-based program widely used for web animation and games. Not “real” video — small file size was important. Real video — […]
Differentiator video. One thing to remember you by.
How do you differentiate your technology solution? Make a list? That’s what most marketers do, according to Gartner distinguished analyst Hank Barnes. But tech buyers don’t respond to these laundry lists. Give prospects one thing to remember you by is Hank’s prescription. Spotlight your differentiator by comparing it to something the prospect knows. Hmmm. Shining […]
Convert blog posts into videos
Are you one of those marketers wondering where and how to use video effectively? You’re certainly not alone. Here’s an easy way to round out your content marketing strategy with videos that that increase engagement at lots of different spots on the customer journey map: convert blog posts into videos. Beef up your video content […]
Do you need more killer video content? Just fill in the blanks
Are budget constraints keeping you from producing as much killer video content as you’d like? Maybe, like most marketers, you tend to think about video as the product-promotion content you need when you roll out something new. Try thinking about video as something the customer wants on the buyer’s journey, and why. Whatever the content, he […]
3 innovative ways to structure video content for sales engagement
1. Add video to non-video assets There’s no getting around the fact that that text is cheap and efficient. That’s why most online “content” is text. To scope out a solution, you can skim text. You can skim video, too, if it’s interactive, or offered in bite-size chunks. (I wouldn’t call anything longer than […]
Conversational video content for sales enablement
Vidyard recently published an infographic that maps types of video productions (explainers, product info, chalk talks, personalized, etc.) to the customer lifecycle and suggests appropriate levels of production values for each genre. It’s worth a look. But this “generic” approach to video is mostly geared to marketing content that is essentially promotional. I don’t think […]
What kind of video marketing strategy do you need?
I’ve never liked the term video marketing. It’s not so much the ambiguity — we can all agree that “video marketing” and “marketing [of] video” are not the same thing. What bothers me is that “video marketing” implies that a video marketing strategy exists in isolation from the rest of your online marketing strategy. IBM recently published a […]
How should a B2B marketing video feel?
“Feelings” in a marketing video? Nearly every B2B marketing video, including many we’ve made, begins by describing the buyer’s problem to be solved, and then goes on to extol the seller’s solution. The underlying feeling, if there is one, usually begins with unhappiness about the status quo. But most people are not eager to risk changing the status […]
Video as customer experience: watching with customer’s eyes
Is watchability the best frame of reference for B2B marketing videos? B2B buyers click on a marketing video expecting to get something out of it, and willing to pay for it in the currency of the Internet: their attention. To gauge video as customer experience, consider whether customers will come away feeling that they got what they paid […]
Make chatbot-ready videos for account-based marketing
Did you know that Facebook thinks most online interactions between businesses and their customers will soon be mediated by chatbots? Chatbots can deliver an immediate personalized response — which is what customers want. Microsoft has the same idea. The underlying design of Microsoft Windows going forward will be “Conversation as a Platform,” and chatbots will be in […]