Strategy+Design

It’s no secret that content is a much bigger animal today than it was even a few short years ago. In fact, not long ago content used to be that thing that was always left to the last minute – the one afterthought that everyone would assume someone else would take care of.

Today in the B2B world, content marketing is recognized as a strategic sales generation initiative. Many B2Bs are focusing on delivering valuable content throughout the content ecosystem to help customers make better business decisions. One of the most powerful and popular B2B content marketing tactics to emerge recently is video.

The infographic below, courtesy of Brainshark, and recently featured on Eloqua’s Blog, illustrates a few compelling statistics about the benefits of using video in B2B marketing. And although the stats are juicy, I want to focus on five key reasons why you should consider integrating online video into your marketing mix.

1. Economics. Advancements in camera technology and software has provided marketers the ability to create high quality video content at a fraction of what it used to cost.
2. Influence. Today, online video reaches more people than ever before, resulting in higher viewer retention.
3. Mobility. More and more B2B buyers rely on mobile devices to watch and share video content when making buying decisions.
4. Integration. Video integrates seamlessly into inbound and outbound marketing campaign tactics such as email and landing pages.
5. Versatility. Video allows companies to not only sell, but also educate and entertain all at the same time.

In short…

If an image is worth a thousand words, then a video is worth a million… 1.8 million words to be exact.

Today’s HD video cameras allow almost anyone to create terrific online video content. If you know what you’re doing, it’s never been easier to create rich video content.

But let me be clear: although producing video may be much simpler and accessible than it used to be, crafting engaging and compelling video stories is not for the faint of heart. Content, whether it be words, photos, or videos, requires skilled content developers that can connect the company’s brand promise to the target audience using any medium.

Do you have any insights or opinions on the use of video in B2B marketing? Share your thoughts and sound off in the comments below or on Twitter (@SterlingKlor).