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Sunday, March 20, 2016

The Future of B2B Content Marketing


Videos are the future of B2B content marketing.

Seven in 10 B2B marketers already use them, according to Demand Metric.

That's little wonder, when one in two people watch marketing videos on line every day, as Liz Alton reports in Sales and Marketing Daily Advisor.

Videos' matchless power comes from their "immediacy and intimacy," Alton says.

She describes five kinds of videos B2B marketers use:

Explainer. Explainer videos are "short, focused videos that give an elevator pitch of what products and services you offer." They're often produced in whiteboard style.

Case studies. Case studies give customers "an inside look at your work," Alton says. They can be testimonials or project reviews that prove you deliver results.

How-to. How-to videos address FAQs you receive. Depending on the complexity of the topic, they can provide quick tips or in-depth guidance.

Real-time. Meerkat and Periscope let you connect with customers in the moment. "Companies are using the tools for live Q&As, to report in from events and trade shows, and to respond to industry news," Alton says.

Culture. Culture videos let you showcase staff, illustrate workflows, or give a glimpse of your systems in action. Many customers crave this “behind the scenes” look, Alton says.

But wait, there's more...

Besides boosting your brand, marketing videos attract more customers to your website, thanks to Google, says Swati Joshi in The Huffington Post.

"The fact that Google owns YouTube plays a role in video’s increased popularity," she says.

"Google has been constantly adjusting its algorithm to give its users a meaningful experience while searching. To satisfy user intent, they show a variety of results, and not just exact keyword matches. As a result, search results now prominently feature videos among top results."

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