Though there are various marketing tools available today and newer ones being launched all the time, good old content marketing is still the most trustworthy tool among B2B marketers.
However, the impact of content marketing has been dented by the huge volume of content being created every hour and made available to users and buyers. This overload of information is worrying marketers., Because no one can consume so much content, they fear there may be diminishing returns on their investment in content creation.
But with the advent of videos and their phenomenal adoption rate, a whole new space has been created within content marketing that can revive and boost content consumption. According to Inc., 92% of B2B customers watch online videos. Marketers are increasingly using videos to reach out to new and potential customers to tell them about their company’s products and services.
Here are four things that a marketer should keep in mind before creating video content:
1. Tell a story
Telling a story is a very important aspect of content creation that B2B marketers often ignore. To lend credibility to your brand, and to get your potential customers to remember you, try telling the story of your company, or how and why the product that you are selling came into existence through your video.
A well-told story will ensure that your prospective customers feel connected to your brand and the product that you are offering.
2. One video, one idea
While briefing the video creative team, marketers should clearly state why they’re creating the video and what they expect it to achieve. They should also aim to promote one single idea in the video. A video that focuses on a single idea has a better chance of being understood and remembered by an audience.
3. Call to action
Marketers should ensure that all video content they create ends with an embedded ‘call to action’ element. This ‘call to action’ will make sure your viewers don’t just watch your video, but are compelled to do something after watching it—even if it’s just to visit your website to take a look at your products.
4. Measuring the success of your video
Once you’ve created your video and have posted it on your website and other digital platforms, remember to measure the success or failure of its impact. There are numerous analytical tools that can capture the involvement level of viewers. This post-campaign analysis will help you plan your next course of action. The analytics will tell you if you’re reaching the people you want to target, or if your messaging is engaging enough for viewers to stay on until the end.
Once you link the video tracking tool to your CRM platform, it will tell you if the video generated any leads, justifying the budget that you allocated for it.