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Video marketing in B2B | Podcast

Updated: Dec 18, 2022

Back at the beginning of lockdown I had the pleasure of being interviewed by Dave Stevens for The Business Marketing Club's podcast. We recorded two, and the first is live and ready to listen below. Alternatively, you can subscribe via your usual channels.



The role of video in your B2B marketing mix

My podcast highlights from the interview with Dave are distilled here for you into 4 key takeaways:

  • Video is a fantastic way to increase brand awareness, and especially fitting for social media channels, where you typically get more engagement than static images. (And in most cases it's double!)

  • Longer form video is a great website asset. It can contribute to improved SEO. But don't just leave it on your website and hope for the best, all good content needs segmenting and sharing wider. Embed it into email, upload onto YouTube, create short clips for LinkedIn and Twitter. Ultimately, use video as the hook to drive people back to your website. And when they are there, they will be rewarded with rich content worth coming back for, again and again.

  • A content strategy is key if you're looking to include video in your mix (and spend money on it). Without a clear structure and goal, you're essentially shooting in the dark. Then try explaining that ROI to the board.

  • Like any good content, it has to be relevant for your target audience. Don't spend heaps of cash on creating slick videos that only present an internal monologue from your organisation. It might be great for employee engagement but it has limitations on its use, and impact. Do create video content that helps answer common customer questions.


Listen to the full podcast for awesome advice from a cast of leading experts in B2B marketing.


If you're keen to learn more about how to integrate video into your marketing mix, I could help. Give me a shout via the contact page.





Sneak peak behind the scenes

Being on a podcast in lockdown looks like this. It's not quite Hollywood. But close.


If you're distracted by by the equipment on my desk, it's ceramics related. My dining table is now a home office and home studio rolled into one. #lockdownlife



 
 
 

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