Paroma Sen writing for MarTech Series
“B2B marketing runs a lot differently than B2C, though certain similarities will always exist between the two. For B2B marketers, evaluating the success of their social media campaigns is part of their overall content marketing strategy. And for any marketing leader, ensuring better ROI here in a shorter time frame is integral to brand success. We live in an age of digital media and social sharing and in this age, viral content and the use of videos is a given. Users online are more likely to share a video that resonates with their core value, they are also likely to share content that they can relate to or that they find interesting. But amid the volumes of text-heavy content online, this is where the use of video can help marketers create social share-worthy content that can drive better results. LinkedIn is a popular go-to channel for any B2B marketer or B2B salesperson today. It’s why thought-leaders in the industry often rely on Live LinkedIn chats and videos to share their thoughts or hold interactions with customers or users on particular topics. What a single video can do in a few moments of use in terms of boosting brand metrics or views creates a large gap in what a single piece of content-heavy article or case study can do in the same amount of time.”
There’s no question about it. Video content creation is exploding in popularity. As more creators produce content, platforms are opening up new ways to share it. Whether it’s long-form, short-form, or live, there’s a growing audience for all forms of video content.
But video isn’t just about social media platforms, it plays an important role on your brand's website. People often would rather watch a video to understand your product or service than read a bunch of text or download collateral. Yet many companies are slow to upgrade their online presence with quality video content.
While good video content can be expensive to produce, the ROI is usually there. Companies would be smart to make sure video is part of their content marketing plan for 2021 and beyond. Adding video to your marketing mix is a great way to build trust while helping your customers and prospects better understand your offerings.
In our recent Masterclass Series on “Building a Strategic Marketing Plan for Your Business,” guest Ben Amos, Founder and Creative Director at Innovate Media, shares insights into “Using Video Marketing to Communicate Your Brand Story.”