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B2B Marketing Video Content on the Rise

Date posted: January 30, 2017

As we have produced both e-books and video scripts for our clients, we noted with interest a recent column on the B2B Lead Blog titled “Will Video Kill E-Books?”  We don’t think it will, but the post pointed to a number of things that augur well for video as a rising component of content marketing programs:

  • Video is changing how people learn.
    Research by eMarketer shows that U.S. consumers spent 5.5 hours a day watching digital video in 2015, an increase of 34 minutes over the behavior in 2011. This upward trend is likely to increase, and as Linda West, director of digital marketing at Act-On Software notes in the piece, “Video is a big part of how most people absorb stories.” B2B marketers have figured this out. West notes from her own clients that the number of people who go to live webinars is declining— while there is a rise in numbers of people watching on-demand webinars (i.e., video).
  • Video works.
    An Aberdeen study notes that marketers using video are growing 49% faster than those who don’t use video.
  • Video is increasingly less expensive to produce.
    The cost for tools for creating videos has dropped dramatically in recent years, a development accelerated by the rise of video recording on smartphones. West notes how easy it was for her company to jump into video production: ““We built a recording studio in what was a broom closet. We covered it in sound foam and bought a green screen on Amazon. We shot our first video with an iPhone. We hacked it together. And it worked.” (Act-On now does 90% of their video work in-house.)

While video is understandably taking a bigger part in content marketing programs, the fact is that successful programs will continue to have a diversified portfolio of content techniques to address customers and potential customers throughout the sales lifecycle. Traditional lead-generators like e-Books, case studies and blog posts will still be a part of the mix.

Two key factors that cross all techniques: the quality of writing and understanding of the business/product being marketed. When companies look outside to help their marketing efforts, those two factors should be at the top of their checklist.