I recently pulled down an eBook by Knowledgevision and DemandGen Report. I hadn't heard of either but the topic was quite interesting, it was about Business-to-business online video and offered some tips an reusing, recreating and re-purposing existing content to better leverage that B2B online video presence, so I thought I would share.
Some Online B2B Video Background
According to the Content Marketing Institute, online B2B video viewing was up 27% 2010-11. That coincided with the fact that confidence in video itself jumped 36% among B2B marketers so now 61% believe it to be effective. It now ranks fairly high in the table of B2B Content marketing tactics, edging out whitepapers, webinars, microsites, print magazines, research reports and even traditional media and some new media formats like ebooks, podcasts and digital magazines or mobile content.
In terms of belief in its effectiveness, video was edged out by only In-person events, webinars/webcasts, and case studies. For reference, social media is a 50/50 split currently.
Maximize Online B2B Video
Major concerns about doing online B2B video marketing are:
- Where the heck am I going to get all of this content?
- How can I use our fresh new content (recent white papers, webinars, blogs, etc.) in a way that improves engagement?
The eBook offers a five-step system to video production best practices for online B2B video. I'm not going to do a whole, re-write the ebook deal. I'm just going to poke at the points a bit and let you decide if you want to read the whole thing.
Step 1 – Identify Existing Content To Reuse In Online Video
They say that, you've probably got loads of video content you can already start using to reach other businesses you want to work with or sell to. First off, you need to gather and catalog all of that content, it will probably be far more than you think.
Step 2 – Plan The Right Type Of Video For Your Content Strategy
In order to use that content you need to first create a video content strategy, then identify existing content, plan what type of video to make and build a script for it. Insert advertisement for Knowledgevision software in eBook.
There was a tidbit I found interesting, "the consensus among online video experts is to know your audience and to create a user experience tailored for them or, better yet, one they can tailor for themselves." Ummm...yeah.
Step 3 – Build A Script For Your Video Using Published Content
In this case they're not really talking about putting together all of the dialog and blocking and scenes, but more about organizing the content that you're going to use in a particular piece and storyboard it into a logical flow that will appeal to your particular audience. They also say you could find people in your organization who are passionate about a particular topic and that could then replace any need for a script.
Step 4 – Match Your Existing Content’s Message And Brand Fit
This is all about branding consistency and cohesiveness. If your company doesn't have any of these types of policies at present, it might be time to start looking into it. Here are a few tips from the eBook.
Considerations for Branding In Online Video:
- The length of the piece, which is a factor of the end user;
- An awareness/branding piece isn’t the same as a demand generation piece. But both can be used to support recognition.
They go on to classify three types of videos; showpiece, workhorse and long-tail. Showpiece videos are clearly the flashy ones that are short and high energy. Workhorse videos have more information about the company and the products. Long-Tail videos are the deep dive videos that start giving your target audience loads of information that they need to work with you and your company/products, etc. In terms of quantity of videos they say it's best to have tons of showpieces, a decent amount of workhorse and a few long-tail videos.
It does sort of look like a brontosaurus...
Step 5 – Find Opportunities To Use Your Recreated Video Content
Here they talk about testing different distribution channels. You might find that YouTube doesn't work for you but another online video site might. You might find that particular lengths of video need to vary in order to be more useful to your audience. For example, you might need a larger amount of shorter videos (see that monster above).
In the eBook they say, "B2B marketers report that the biggest value of YouTube is how it exposes their marketing material to long-tail searches that tend to come up more often in search results."
Overall, the Reuse, Recreate, Re-purpose ebook offers some interesting insight for B2B online marketers in terms of video so it might not be such a bad idea to take a bit more time and read the whole thing if you're working on something like that or looking to better your results.