What´s your preferred method when it comes to engaging your audience?
Well, it seems that B2B marketers are increasingly embracing the use of video to achieve this. However, they still lag behind B2C companies in how effectively this is carried out.
According to a recent study I came across by B2B Marketing and content hub ITN Productions, the use of video content by B2B companies is expected to increase over the next 12 months, with more than three-quarters of respondents predicting a rise in video content. Still, more than two in three B2B organisations have no video content guidelines in place.
The expected rise in video use is a clear signal that B2B marketers are recognising the potential of video as a marketing tool. The most commonly cited objective for using this type of content is audience engagement, followed by brand building, which suggests a focus on long-term relationships with customers, the report found. Other reasons for posting video content include lead generation and lead nurturing, as well as SEO.
However, when asked about the ways they measure the impact of video on their business, B2B companies rank number of views at the top. Among the most frequently used metrics, marketers also mentioned the number of leads generated, click-through rates and brand awareness. The number of shares on social networks also rank among the most preferred metrics.
Commenting on the survey, Alex Aspinall, head of content at B2B Marketing, said that results showed the market was ready to start producing quality video content that would result in better engagement and brand awareness. The poll revealed that marketers had a very good understanding of what video they should offer to their target audiences, he added.
Have you embraced video as part of your marketing mix yet? If you are thinking of doing so, contact M2 Bespoke. As well as generating written content, we can also create video, infographics, and more. Speak to one of our friendly team today and find out how we can help your business with all things content-related.Ben Hollom
May 15, 2014