ReelSEO ► Video Marketing ► 4 Key Considerations for Business-to-Business Video Content [ReelPop Q&A]

4 Key Considerations for Business-to-Business Video Content [ReelPop Q&A]

Renny Fidlon - Guest Expert | 11 months ago |

ReelPop Q&A is a weekly question and answer series made possible by Poptent. Each week we will choose to answer one question from a reader relating to best practices and strategies for online video marketing and advertising. If you would like us to answer your question for an upcoming post, please click here or comment below.

Today's reader question is:

"For some B2B businesses, coming up with unique and original video content ideas that are 'worth sharing' can be difficult. What things should B2B businesses consider when creating video content for the web?"

Answer: How to Make B2B Video that Pops

We've all heard the stats. 72 hours of video are uploaded to YouTube every minute.

According to Forbes Insights, Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly.

So what is a B2B marketer to do in order to stand out?

1) Information Snippets

First, keep in mind that executives are busy. Your videos need to be short form. One to two minutes max. If you have more to say, break it up into episodes based on individual topics. Executives are overloaded with information these days. Not everyone has time anymore to read through 20-30 page whitepapers.

2) Quality Brand Reflection

Second, get it professionally produced. The video is a reflection of your brand. Make sure that there is appropriate lighting, sound, camera work, etc. We've had a lot of success developing B2B video content through our Poptent Productions.

Take a look at this interview-style video from Plum District.

3) Smart But Fun

Third, make it entertaining. Even B2B marketers need to be great storytellers. For example, when FedEx was targeting small business in a video email marketing campaign, they used Poptent to create great content around the idea that you should "Think FedEx First".

These spots are not only informative, but entertaining as well.

4) Distribution to the Right People

Finally, don't focus on social sharing. The goal of great B2B content should be to reach the right people. Plan a distribution strategy. Whether it is your outside sales team, email marketing or content marketing on your website and social media properties, the key is to get your video in front of the right audience when they are ready to make a purchase.

Consider YouTube's new AdWords for Video to take advantage of buyers searching for video content. Utilize your CRM system to send links to your content and make it easily discoverable on your website and social media properties.

ReelPop Q&A is a weekly video marketing question and answer series made possible by Poptent. If you would like us to answer your question for an upcoming post, please click here.

Posted in Video Marketing

About Our Guest Expert - Renny Fidlon

Renny Fidlon is Marketing Director for Poptent, a video marketing solutions company based on crowdsourcing principles. Poptent offers its clients a complete video marketing solution from ideation and production through distribution and optimization. Prior to joining Poptent, Renny spent 9 years as a senior marketing consultant for many organizations with a strong focus on digital marketing across a broad range of industries.

You can follow Renny and Poptent on Twitter :
Follow @poptentmedia

Please Note: Opinions expressed in this article are those of the guest author and not necessarily that of ReelSEO.com

Become a Guest Expert: Occasionally, we like to offer experts within the online video industry the chance to write a guest post for ReelSEO. We like it because it offers you readers great content, and it comes directly from those in the field that are working on the technologies to power this online video revolution of sorts ;-) If you are interested in becoming a guest author, please feel free to let us know. Read our post on becoming a guest author for additional information.

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What do you think? ▼

Mikemacnamara
I absolutely agree about keeping these b2b promos short and more about positioning than offering a dissertation on the subject's expertise.
The most effective videos we've produced in this area are punchy, single issue, to camera and rarely over 90 seconds. It also makes the budget go further - a themed series of short clips can be drip fed out to various channels and create a momentum of their own.
This kind of thought leadership video can build trust, generate leads and give brands ownership.
And you're absolutely right about AdWords for video - we've been able to deliver campaigns more precisely than we ever would have imagined a couple of years ago and it gives us demonstrable ROI. I guess in some ways this potential for highly targetted distriibution feeds back into how the video is produced, what it says and what its goals need to be.
Mike, Technical Director,
http://nextshoot.com
http://www.videoleadsonline.com/ videoleadsonline
I think #4 should say "...don't forget to focus on social sharing" instead of "...don't focus on social sharing"... I could be wrong, but I'd say it IS wrong to forget to focus on social sharing ;-)
Plus the video for point #2 is not showing for me... anyone else seeing this issue?
- http://www.reelseo.com/ reelseo
  @videoleadsonline I think he does mean not to "Focus". Not that it's not important but that it shouldn't necessarily be the primary focus, especially for B2B. Video does have old embed code so sometimes doesn't show.
http://nextshoot.com/ Video Production Company
I absolutely agree about keeping these b2b promos short and more about positioning than offering a dissertation on the subject's expertise. The most effective videos we've produced in this area are punchy, single issue, to camera and rarely over 90 seconds.

It also makes the budget go further - a themed series of short clips can be drip fed out to various channels and create a momentum of their own.

This kind of thought leadership video can build trust, generate leads and give brands ownership. And you're absolutely right about AdWords for video - we've been able to deliver campaigns more precisely than we ever would have imagined a couple of years ago and it gives us demonstrable ROI.

I guess in some ways this potential for highly targetted distriibution feeds back into how the video is produced, what it says and what its goals need to be.
http://nextshoot.com/ Video Production Company
I absolutely agree about keeping these b2b promos short and more about positioning than offering a dissertation on the subject's expertise.
The most effective videos we've produced in this area are punchy, single issue, to camera and rarely over 90 seconds. It also makes the budget go further - a themed series of short clips can be drip fed out to various channels and create a momentum of their own.
This kind of thought leadership video can build trust, generate leads and give brands ownership.
And you're absolutely right about AdWords for video - we've been able to deliver campaigns more precisely than we ever would have imagined a couple of years ago and it gives us demonstrable ROI. I guess in some ways this potential for highly targetted distriibution feeds back into how the video is produced, what it says and what its goals need to be.
Mike, Technical Director,
http://nextshoot.com
http://www.videoleadsonline.com/ videoleadsonline
I think #4 should say "...don't forget to focus on social sharing" instead of "...don't focus on social sharing"... I could be wrong, but I'd say it IS wrong to forget to focus on social sharing ;-)
Plus the video for point #2 is not showing for me... anyone else seeing this issue?
- http://www.reelseo.com/ reelseo
  @videoleadsonline I think he does mean not to "Focus". Not that it's not important but that it shouldn't necessarily be the primary focus, especially for B2B. Video does have old embed code so sometimes doesn't show.
http://nextshoot.com/ Video Production Company
I absolutely agree about keeping these b2b promos short and more about positioning than offering a dissertation on the subject's expertise. The most effective videos we've produced in this area are punchy, single issue, to camera and rarely over 90 seconds.

It also makes the budget go further - a themed series of short clips can be drip fed out to various channels and create a momentum of their own.

This kind of thought leadership video can build trust, generate leads and give brands ownership. And you're absolutely right about AdWords for video - we've been able to deliver campaigns more precisely than we ever would have imagined a couple of years ago and it gives us demonstrable ROI.

I guess in some ways this potential for highly targetted distriibution feeds back into how the video is produced, what it says and what its goals need to be.