What makes trusted video content?
Two out of three B2B buyers strongly agree that the use of more data and research would improve the quality of the content provided by vendors, according to Demand Gen Report data. There’s plenty of other research to support the common-sense notion that buyers will prefer content the feels authoritative and trustworthy over content that’s […]
Technology marketing’s top video content challenges
Marketers say that it’s getting easier to reach target audiences. And that audiences are happy to get good content. But, big challenges remain. The biggest challenges, according to a recent Content Marketing Institute Survey, are Creating content that appeals to multi-level roles Differentiating solutions Communicating complex concepts 64% of the marketers surveyed say they are […]
Videos for Inside Sales
A client of ours recently mentioned that their inside sales team would be thrilled to have a new video to share every week — but, of course, “we don’t have the budget for that.” Actually, if they — and you — have a video budget at all, you probably do have the budget to produce […]
Don’t even think about video content
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
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
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
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
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 […]
Video content management: who benefits?
If your content marketing strategy includes white papers, blog posts, videos, etc. you might want to rethink it. Video isn’t a content type like the others. When a customer clicks on a link to a white paper or a blog post, they have a pretty good idea of what to expect. But video, not so […]
Video tactics for the modern B2B buying experience
A fascinating new research report by Forrester’s Laura Ramos finds that companies waste a ton of money on content that “buyers don’t want and sellers won’t use.” The survey of marketing decision-makers reveals that few of them think they have a complete understanding of exactly what content sales needs, although they recognize that the sales process […]
