Issue #24
December 15, 2021

My take on the intersection of marketing + life

Hi , 👋

From highway billboards to LinkedIn posts, you can catch marketing videos just about everywhere these days. 

But, how many B2B marketers have integrated video into their content program?

According to the 12th annual B2B Content Marketing report, 66% of B2B marketers used video in the last 12 months. Of them, webinars, expert interviews and how-to videos were the most popular. Check out the graph.👇
Nelson Duffle, the Chief Content Alchemist at Washington D.C.-based Smart Content Marketing, joins us as this month’s TMI 3 in 10 guest. He shares the when, where and why you’ll want to leverage video in 2022.

For my full 10-minute interview with Nelson, take a listen here.

Just seeking his 3 tips on video content marketing? Here they are:

1.       Leverage video as real content, not just promotional footage.

Videos are no longer just promotional – they should be part of any B2B business’ content marketing strategy for 2022. Keep video content information-centric rather than just brand oriented to maintain the viewer’s interest. For example, use videos to clearly explain the specifics of your insurance products and services. Have your risk or claims handling department create a how-to video that takes customers through your process, driving more visibility online. Videos aren’t just for customers. Think about how you can leverage video for internal comms too.

2.     Don’t DIY it — keep your B2B video professional, like your audience.

We all have iPhones — and therefore, the tendency to DIY even customer-facing videos. We have businesses calling us all the time asking: “Hey, can you tell me what’s wrong with my video? Why doesn’t this look like your videos?” Effective digital graphics are critical to the video looking professional. They’re not expensive, but they make your video look great, and more importantly, make people want to watch to the end!

Professional voiceovers are also important. You want to personalize your videos with your organizational leaders, but they must be comfortable in front of the camera to come off professional on video. B2B marketers often make the mistake of putting their CEO in the hot seat on video — raw. Have a professional brand journalist or content expert coach your leaders. Then, have the content expert do a professional edit – sometimes just as important!

3.     You CAN do video on a tight budget.

While 66% of marketers in the B2B Content Marketing Report said their content marketing budget will increase for 2022, you may have a small portion of that allocated for video, or you may want to do several videos, which reduces your budget for each one.

Production from existing content CAN be pulled together in less than a week, on budget. The first step is assessing information you already have for the video. Think: a PowerPoint presentation from an SME, a binder of info on an otherwise “dry” topic, a report written by one of your divisions or a how-to blog. Turn this into a script. Work with a brand journalist to create professional graphics — and voila!

Thanks so much, Nelson, for your time and ideas!

Are you a marketing ⭐️? If so, I’d love to feature you in a future TMI 3 in 10 episode. Reply to this email and tell me about your specialty marketing focus and what you’d like to talk about.

All the best,
Stuff worth reading

Content Marketing Institute:  Seven things content marketers told us about video.

Forbes: Marketing in an era of product-led growth.

Marketing Profs: Five B2B Influencer marketing guidelines for brands.

Business 2 Community: Three mindset changes all companies need for effective B2B social media marketing

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