B2B marketing: the truth and falsehood of video in content strategy

[ahbappy8.52]

Video is not just for big companies, and that's a good thing! Today, start-ups and SMEs are widely using it, with professional quality at affordable prices. It is a powerful and particularly effective way to convey clear and engaging messages on different channels (social networks, websites, newsletters) and thus reach a wide audience. Reports, interviews, cross-views, product demos, street interviews, customer testimonials, etc. The formats depend on the clients' objectives and budgets. Video can offer a good return on investment, including for small businesses.

The video should tell a story about the company.

More than just an announcement of a product launch, for example, the video must tell a story, arouse emotions that will influence purchasing decisions or generate interest in a brand. Telling a story helps create an emotional singapore telegram data connection with the target audience. The video can tell the company's values, its strategic vision by highlighting its differentiating assets or a customer case by demonstrating expertise... To make a video a success, it is essential to think carefully about the audience and structure the narration.

Video is a powerful B2B lead generation tool due to its ability to engage, inform, and convince. By using videos strategically, with clear calls to action and high-value content, businesses can attract and convert qualified leads effectively. One of the most popular video formats for lead generation is webinars, which, by offering expert content, attract prospects interested in a specific topic. They allow you to generate qualified leads by asking for contact information for registration. Product demonstrations or case studies can include calls to action (CTAs) to view the video content, also encouraging prospects to leave their information.

In BtoB, videos must be serious, whereas in BtoC we can allow ourselves to be light and fanciful.

Traditionally, B2B videos tend to be more serious due to the professional nature of their content. A serious tone is suitable for technical or complex subjects, to demonstrate expertise or to inspire trust. However, this does not mean that lightness and fantasy are to be excluded. A light and original tone can capture more attention and make the brand more likeable. Once again, it is according to the target and the objectives that the most suitable tone will be defined!