Defining what your video viewer will value
Have you ever been in a situation where you know you need to produce a short video to introduce a product or service, but you’re at a loss as to what it should say? Maybe you’ve got a conference coming up, video is a must-have, and a big software solution you need to showcase. You […]
Start at the end: with a good video call-to-action
Getting a target audience up to speed on what your product or solution or service can do for them is something video can do very efficiently. But in the world of B2B technology and enterprise solutions — a world where “add to shopping cart” has no meaning — the audience has clicked through to your […]
Using personas to produce B2B explainer videos
How narrowly can you target a video? This article looks at using personas to produce B2B explainer videos. Many eCommerce consumer websites design their offerings around “personas” — fictional characters created to represent collections of consumer demographic and lifestyle attributes. Using the many lifestyle indicators consumers like you and me provide, marketers serve up content […]
Matching video content to technology buying committees
LinkedIn recently came out with some research on technology buying that matches up well with Gartner’s re-imagining of the buying cycle, where members of a buying team cross back and forth as they progress through streams of activities designated Explore, Evaluate, Engage, and Experience. (discussed in a previous blog post.) The LinkedIn research uses the concept of a buying committee. […]
B2B content marketing videos that increase conversations
This article shares four ways we use to produce B2B content marketing videos that increase conversations. Someone recently asked me “Can B2B videos connect with people and start conversations on social media?” Well, obviously, people will talk about almost anything on social media, but in the context of B2B technology marketing, what you need to do is […]
Condensing product information into an explainer video
The most important constraint on the length of a video message is the number of words spoken. But it can also be helpful to consider different shapes for the message container. Here are some ways that we condense our clients’ product information and marketing messages in a two-minute or less video. 1. We Tell Stories […]
Information to include in a two-minute B2B video
This article will share what I think is the essential information to include in a two-minute B2B video. Because short videos play such an important role in inbound marketing, it’s probably safe to assume that: 1) The viewer is pressed for time 2) The viewer wants to know right away “What’s in it for me?” […]
Common mistakes when condensing information into a 2-minute video
1. Saying what goes without saying Promises such as “increased productivity” and “lower costs” are tough to deal with because they are among the benefits of technology in general, and all B2B technology products I can think of promise them. On the other hand, if those are the main benefits, you cannot not mention them. […]
The collaborative process for creating video marketing content
The most important thing According to a recent survey conducted in the LinkedIn B2B Technology Marketing Community, the three most important elements of effective content are “audience relevance” (71%), “engaging and compelling storytelling” (56%) and “triggers a response/action” (56.7%). Source: 2013 B2B Content Marketing Trends Report Request a copy here: http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013 These were the only […]
