We are all aware of the basic difference between B2C and B2B marketing, but what sets B2B apart from the content creation point of view? The primary difference is the audience, i.e. other businesses who prefer content that focuses on the specific needs and challenges of businesses, rather than the personal preferences and emotions of individual consumers. Secondly, the complexity of the products and services of B2B clients need in-depth information, technical details, and industry-specific language. Additionally, B2B purchasing decisions are usually made by a group of stakeholders, rather than an individual consumer. B2B content needs to provide information that appeals to each stakeholder and addresses their specific concerns. Another important difference is that B2B content is often distributed through different channels than B2C content. B2B marketers may use channels such as LinkedIn, email, trade shows, and industry publications to reach their target audience.
As B2B marketing continues to evolve, marketers are resorting to innovative techniques to create content. Video content is one such powerful tool for engaging audiences and driving business results. In fact, video has become an integral part of B2B content marketing, with 86% of businesses using it as a marketing tool.
Some of the key reasons behind the success of video content in B2B content marketing are -
It is more engaging and interactive
It is more credible
It is a flexible format, compatible with multiple channels
Let's take a closer look at the role of video in B2B content marketing and examine some examples of brands that have successfully used video to drive results.
These are a great way to simplify complex products or ideas and help potential customers understand how they work. According to a study by Wyzowl, 96% of people have watched an explainer video to learn more about a product or service.
One example of a brand that has successfully used explainer videos is Dropbox. They created a video that explains their product in a simple and engaging way, which helped them to increase signups by 10%.
Video Case Studies
Case study videos are a powerful way to showcase your products or services in action. By highlighting real-world examples of how your business has helped customers solve problems or achieve success, you can build trust and credibility with potential customers.
HubSpot, a leading marketing software company, uses case study videos to showcase how their products have helped businesses achieve their marketing goals. These videos have helped them to increase engagement and drive more leads.
Social Media Videos
Social media videos have become increasingly popular in recent years, with platforms like Instagram, TikTok, and LinkedIn providing new opportunities for B2B marketers to reach their target audience.
One brand that has successfully used social media videos to drive results is Cisco. The web conferencing company created a series of short, engaging videos on LinkedIn that highlighted its products and services. These videos helped them to increase engagement and drive more leads.
Webinars have become a popular way for B2B businesses to connect with potential customers and provide them with valuable insights and information. In fact, according to a survey by ON24, 73% of B2B marketers and sales leaders say that webinars are the best way to generate high-quality leads.
One example of a brand that has successfully used webinars to drive results is HubSpot. They regularly host webinars on a range of topics, including marketing, sales, and customer service. These webinars have helped them to increase engagement and drive more leads.
Some factors to keep in mind in mind when creating a video strategy for your B2B content marketing are:
Priotising the audio as poor audio can distract from your message and make your video less engaging.
Attention spans are shorter than ever, so it's essential to keep your videos concise and to the point.
Use Closed Captions as they not only make your video more accessible, but also improve engagement. According to Facebook, captioned video ads increase view time by an average of 12%.
Don't let your video content go to waste after it's been shared. Repurpose your videos into other formats, such as blog posts, social media posts, or email campaigns.
Showing behind-the-scenes footage or providing a glimpse into your company culture can help humanize your brand and make it more relatable to your audience.
Whether it's through explainer videos, video testimonials, case study videos, social media videos, or webinars, there are a variety of ways that businesses can use video to reach their target audience and achieve their marketing goals. So if you're not already using video as part of your B2B content marketing strategy, now is the time to start. To create an effective video strategy, connect with our team.