Category: Technology Marketing Videos

Don’t even think about video content

If you think of video as a type of "content" — stop. A marketing strategy based on video content makes about as much sense as a strategy based on words or pictures.

You often see references to “video content” in articles comparing different types of content for sales enablement and content marketing, in this blog post and elsewhere. But, if you think about it, we don’t make video content. Nobody does, because video isn’t a “content type” like white papers, case studies, and other established genres. With […]

How interactive video makes people smarter

Interactive video can mimic the types of Q&A back-and-forth that leading sales methodologies focus on.

A summary of findings from up-to-date academic studies, Evidence of Improving Knowledge Retention with Interactive Video, was recently published by the developers of the free open-source interactive video tool H5P, which I’ve written about previously. Here are a few that are especially relevant to complex and enterprise sales. Interactive video has more impact than traditional […]

Give customers a reason to watch your software demo

Not every buyer has the time or the inclination to to watch your software demo. But you can communicate its value — and entice people to take a closer look — with a short demo showing one essential feature.

Software makes a big impact on the bottom line in just about every organization today. Real-life software users influence buying decisions. So, if you sell a technology solution that involves software, at some point in the sales cycle you need a persuasive video software demo. Depicting credible reason(s) to try your software As with any […]

5 steps to save time and money producing technology solution videos

Five tips for reducing video costs, increasing efficiency and — most important — making a technology solution video that customers value.

How do you get ready to make a video? Most enterprise technology solution video production starts with someone’s assumption that a video is required, a budget and (preferably) a deadline. Then someone writes a script or a treatment. Here are five practical planning steps (my take on excellent suggestions from TechSmith, makers of Camtasia and Snagit), […]

2019 Video Trends Worth Watching

Technology solution providers looking for new ways to keep up with customers may want to jump on one of these video trends.

This is the time of year when content creators mull over the year’s “trends” and opine about what we should be doing during the coming year. I’m not going to do that, but I will share a few “trends” noted by others that could be video trends of interest to technology solution providers. Get more […]

Technology Business Video Guidelines for 2018

Among the interesting trends: technology business videos outnumber all other B2B categories. And most are watched on desktop browsers.

If you’re calculating, or recalculating, this year’s video content marketing strategy, Vidyard’s 2017 Video in Business Benchmark Report contains some interesting stats from which we can infer some useful technology business video guidelines . The report’s insights are based on a year’s worth of data covering 500 businesses and over 600 million video streams on Vidyard’s […]

Motion graphics provide meaning

Motion graphics help determine where the viewer's eye goes (and where attention follows).

“Motion provides meaning,” according to Google’s Material Design language for mobile applications. Motion guides our interactions with mobile devices. Motion is equally central to the experience of watching videos. Motion tells the eye where to go. That’s why it makes sense to give a lot of consideration to motion graphics in technology business videos. Four golden words: […]

Try a conversational approach to technology marketing video.

What makes a buyer decide to watch your video in the first place? The decision is a lot easier if the buyer is confident that he'll get some value from it.

Are your buyers “consuming” your technology marketing video content in order to learn about your solutions and what’s on the horizon for your industry? Without contacting sales? That’s the assumption underlying most inbound and content marketing. It’s strange, then, that most content marketing discussions and surveys treat video as tactic. Discussions usually mention video categories (e.g., “explainer […]

Make a better tech marketing explainer video. Start with a diagram.

Tech marketing videos that feature business and technical processes can come across as dull unless they are structured to tell a story. Diagrams write the story for you!

In a previous blog post, I recommended diagramming the structure of your tech marketing explainer video using a tool built into Microsoft Office. That was about putting across all the essential messages. Another good way to come up with a story about a technology solution is to find the diagram that tells the story and extract what you need. […]

“Delightfully nerdy” storytelling styles for high-tech marketing videos

Lots of techies consider themselves "delightfully nerdy." It's a good style to help your high-tech marketing videos connect.

In the twelve years we’ve been making high-tech marketing videos, we’ve occasionally mediated disputes between marketers and product managers over the question of what makes a video “too technical.” We like featuring as many technology differentiators as possible — probably not more than three or four in a short video — because we believe that buyers are […]