What Are Some Good Reasons to Use B2B Video Content? 

Thanks to advances in technology, it’s cheaper and easier than ever to produce video content with solid production value. But if you’re going to create video content to promote your company, you need to be thoughtful and intentional, rather than just creating video because everyone else is doing it.   

Without a specific purpose, video content can feel superfluous or even distracting — just another thing you have to pause or mute or X out of as you surf the increasingly cluttered web.  

Here are some ways video can be useful:  

Put a Face to the Name   

Video is a great way to introduce yourself to prospects. With a good script, you can speak directly to your audience, explain the value your company can offer and give them a sense of who they’d working with. Putting a face to the name like this builds trust in you and your brand.  

Supplement Written Content   

People consume and process information differently, so supplementing your blog posts with videos that cover the same subject matter will help you connect with a wider audience. A concept that doesn’t quite click for a potential customer in writing could do just that in video form. Providing this alternative content type broadens your audience and visibility.  

Provide High-Level Overviews  

Someone looking to understand a complicated subject may not even know where to start. Video is conducive to 101-level explainers that arrange concepts in a straightforward way. For instance, I come from an edtech background and wrote and produced unit introduction videos that helped online learners focus and orient themselves before digging into the work.   

A similar approach to video can help B2B companies, especially those in more specialized spaces, educate both existing customers and prospects, wherever they may be in the pipeline. Being resourceful in this way sets you apart as helpful and empathetic.  

Share In-depth Lectures and Conversations  

Longer-form videos are great for people who are already in your orbit and are deeply interested in what you have to say. Presentations, seminars and talks are all useful ways of establishing your company as an authoritative voice and a genuinely useful resource. They demonstrate that you bring deep knowledge and expertise to the table.  

Do More Than Tell Your Story — Show It 

There’s a reason documentaries are so popular these days: People are fascinated by true stories. By giving your audience a peek behind the curtain with behind-the-scenes videos, you can tap into that natural curiosity and make whatever your company does feel less abstract and more accessible. Documentary-style content is a bit more involved than just setting up a camera and a ring light, of course, but with the right level of investment it is a great way to tell your company’s story.   

Which Type of Video Makes Sense for Your Business?  

When thinking about making video content for your company’s site, there are a number of things to take into consideration. How would it fit with your existing content? What specific concerns would you like to address with video? For example, do you need to build basic brand awareness? Or does your audience need detailed education about the complex problems your company could solve for them? And how many resources are you willing to dedicate to video production?  

If you’re not sure how to answer those questions, or if you could just use some help getting the ball rolling, reach out to us at info@3aspensmedia.com.