The Value of Video Content for B2B Content Strategies
Written by Roman Daneghyan
Apr 9 2019
What content formats do your audience engage with? Renderforest's Roman Daneghyan explores the rising value of video content, and why it’s a key format within engaging content strategies.
With many content formats to choose from, it can be hard to know where to focus your content efforts! Having a balance of content - from topic-mapped pillar pages, to related blog articles, eBooks and more - can cement your authority, both as a thought leader and in search results.
But, have you considered the value of video in your content mix?
Why Include Video in Your Content Strategy?
You’re likely aware that video is everywhere! From social media, to videos on your website homepage, to personalised video within social selling programmes, email nurture and more - today c. 86% of online marketers incorporate video content into their marketing strategies.
Like other content formats, video can be used throughout the buyer’s journey, from awareness introductions on a topic, to more in-depth consideration pieces (such as ‘how to’s), to more detailed decision pieces (such as a product walkthrough). And, as with other content, when videos are well considered (and help your ideal accounts and personas to address or solve a challenge), they have the power to achieve great results for lead generation and conversion. In 2019, 81% of marketers say video content has helped them to generate leads.
If you’re not already using video within your content strategies, there are a number of reasons why you should consider it:
Video can be efficient. Your audience is made up of very busy people! So where someone may not have the time (or attention span) to read through long articles; watching a short video may be preferable. 96% of people say they’ve watched an explainer video to learn more about a product or service.
Video is engaging! Humans are very visual! Video content offers a unique look at your brand and can help you to humanise that connection; and as a result can lead to higher levels of engagement. Vidyard for example have seen B2B organisations achieve up to a 600% increase in click-through rate when including personalised video within social selling emails.
Video can enhance engagement. Have you adopted a modern approach to social selling? When the right video is used at the right time in the buyer’s journey and considered within a social selling approach, it can be a valuable asset, helping your team build quality engagement and trust with the right people.
Optimise Your Videos To Ensure Views and Engagement
Despite the advantages, it can be hard to ensure your video content is seen by the right audience. So if you already have created some outstanding video content that’s relevant to your audience, how can you cut through the noise and ensure your videos are seen?
Map Your Videos to Each Buyer’s Journey Stage
When creating any piece of content, it’s important to consider your audience, their challenges (that you help to solve) and the topics they’re searching for.
Mapping different types of video content to solve challenges at different buying stages is a great way to educate and nurture your audience, while keeping them engaged. For example, awareness-type videos may outline similar topics to your blog content, and outline topics at a top level, whereas consideration and decision-type videos will be more in-depth (such as video case studies, demo outlines and more).
By creating high-quality, content that speaks to your specific target audience at the right time, you’ll encourage more relevant traffic to your site and content, and grow your authority as a subject expert - both with individuals themselves and in the eyes of search engines.
Personalise Videos When Relevant
If you’re using video within your sales process (such as personalising videos in emails to prospects), or considering an account-based marketing approach, personalisation is key to effective video content. Targeting a specific vertical, organisation or individual - then why not create content that is specifically for them, that addresses their unique challenges and areas of interest, to encourage engagement and trust?
Against this competition, however, it’s important to know how to stand out. Optimising your videos, as with your other content, to address a specific challenge or topic that your audience is searching for is a key way to ensure engagement.
Engaging videos, that are well optimised (as with other content, consider your keywords, title, descriptions and featured image) can also offer an advantage in search results;. Google often showcases relevant, well optimised videos, as well as displaying them in the separate “video” tab.
According to SmallBizTrends using video on social generates 12 times more shares than text and images combined. This makes video content an effective way to engage, and keep users on site for longer.
It’s a wrap!
To help your video content see success, make sure you:
Make short (digestible!) 1-2 minute videos that support your audience throughout their buying journey
Consider creating personalised videos (by vertical, organisation, or for a specific individual) to support social selling, and account focussed activities.
Transcribe your videos - publishing this content alongside your video will give your audience (and Google!) a clearer overview of what your content is about.
Share your video on social platforms to enhance reach.
Always optimise your videos, with a relevant title, description, tags, subtitles and an eye-catching thumbnail.
Considered within a well balanced and mapped content strategy, video can offer clear advantage!
Roman Daneghyan is Chief Marketing Officer at Renderforest, specialising in social media marketing, content marketing, and SEO.