Standing out with B2B video content requires creating consistent value, using audience-driven strategy, and optimizing for discoverability. Video is a powerful and important part of business and B2B sales, hence the power of hiring experts that provide B2B video marketing services.
However, before you bring in the experts, it’s important to understand what quality content looks like so you know you’re paying for the things that matter. Once you know what it takes to make exceptional content, you can work with a team that knows how to create a B2B video content plan and take your industry by storm.
Why Standing Out Matters
Everyone knows that the world is clamoring for our attention every minute of every day. This has been a problem with marketing and content creators for a long time, and it’s even more complicated when it comes to B2B, where more money is at stake and more personalities are involved.
Selling one product to one person is hard enough; how do you stand out to a group of people looking to spend a lot of resources on your brand? Video content can help.
3 Keys to Standing Out With B2B Video Content
Creating Consistent Value
One of the special qualities about videos is that, like the rest of the internet, they stick around forever, but unlike the rest of the internet, they live on the world’s second-largest search engine: YouTube. This is especially meaningful if you produce content that educates, such as videos that:
- Explore a topic in your brand’s field
- Highlight interviews of people at your company speaking about their expertise
- Work as instructional content for using your product or addressing related issues
- Show real people and real results, either as testimonials or case study walk-throughs
81% of consumers say trusting a brand is essential. Content that prioritizes information and establishing authority will make your brand stand out while being timeless. Videos that do this can work as lead-generators for years.
Using an Audience-Driven Strategy
Would you rather your brand be compared to a prestige miniseries or a brainless reality show? Once you’ve answered that question, think about the fact that one of the most important differences between these things is that one of them has a plan.
Before you launch a campaign, ask yourself some questions:
- What problems is your audience trying to solve?
- What sets your solution apart?
- Where is your audience searching for solutions?
- What formats are best for supporting them?
Answering these questions will start to build a loose framework for how to approach the content you create, who you target with it, and how you release it. That said, this is just the beginning.
You should know exactly what audience you’re targeting where, how far along the lead funnel they are, and how you’re going to move each of them forward. Once you have some data, you can adjust your answers and approach.
Optimizing for Discoverability
Part of standing out with B2B video content is making fantastic content. Another part is making sure it’s seen. Focus on SEO-driven optimization so your videos reach the audiences you’re seeking. Carefully choose titles and thumbnails and use captions and subtitles to strengthen indexing.
You should also think of each video as raw material for multiple platforms. Your ten-minute video explaining an aspect of your field can be trimmed to a one minute social media post. The webinar your company hosted can be embedded in blog posts. The interview your CEO did talking about the future of the industry can be uploaded as a podcast. Quality content needs to be directed towards specific audiences with specific needs, but sometimes these various forms exist within the same high-quality video.
The final step of optimization (and the one you never truly stop doing) involves using analytics to adjust content. When you know which of your audiences are clicking on your videos, which of them are staying around, and at which minute mark certain demographics click away, you can make new content better positioned to succeed. This also means spending money where it works. If a video is getting views and driving engagement, figure out why and put more money behind it.
Standing Out Together
As your business grows, you’ll likely start looking at experts to help you with making and marketing content. You’ll need to compare B2B video marketing agencies versus in-house teams and determine which companies will meet your needs and help you grow in the direction you want. grouphugs specializes in helping businesses make standout B2B video content: content informed by strategy. Talk to our experts today to see how we can give your videos the power they need to succeed.
