People ask me the all the time: What do you think of video for b2b?
The answer is complicated: I love video content and our market loves video content, but we have a lot to learn.
When creating video content, the rules of content marketing apply. Time is the price your consumer has to pay to consume your content. Viewers want to be entertained, learn something new, etc…Just ask yourself the following question: Will your buyers watch it, enjoy it, learn something, and then share it? If you can answer those questions with: “Yes!” then you win the gold medal. But keep in mind: If you can answer ONE of those questions with “yes”, the video is worth making. An example of my least favorite video is the faux “customer success” story with scripted answers, obvious coaching, and a background wall that has been used in mall photo shoots. FYI: those are not watchable, enjoyable, instructive, and I will not share it. (FYI number #2: I like interview style video as well but natural, real interviews not fake ones)
That being said, business video is coming around big time. I provided an example last post on Marketo’s use of video. They used a catchy tune, great graphics, and kept it short. Someone passed me this video from Disqus and I had to pass it on. What a great video…visually appealing, moves fast, has great music, and provides an awesome teaser on the product. Congratulations Disqus, you passed. Now b2b marketers, do what I always tell you: Copy them. Send this to your video folks and say “I want to make something like this”.
[vimeo http://www.vimeo.com/43917945 w=500&h=281]