If the $5 million price tag for a 30-second Super Bowl LII commercial tells us anything, it’s that video is still viewed as a powerful messaging tool. Even in B2B marketing, video is promoted as a way to help boost businesses from obscurity to relevance. Its power and popularity mean video is here to stay. […]
Many of our best modern innovations are the result of creative collaboration (the Internet being a great example). Ideas tend to generate more ideas, and the theory goes that more minds contributing to solving a specific problem will produce a better solution. But creative collaboration can sometimes feel like herding cats. It has its dark […]
Unified communications (UC) technology integrates voice, email, and instant messaging services, along with video conferencing desktop sharing. When Plantronics decided to enter the fast-growing unified communications (UC) market, it had two main marketing objectives: Reposition the company as more than just a headset maker Introduce the headset as a critical piece of an overall UC […]
To “confab” means to have an informal chat with someone. Confab is also content strategy’s most popular conference—and for good reason. Where else can you hang with hundreds of kindred content spirits and geek out over audits, structured content, and content models? (Nowhere, that’s where.) Last month I—yes—confabbed with more than 400 kindred geeks for […]
B2B marketers understand the value of establishing thought leadership in the marketplace. Sales cycles are long, and prospective customers often conduct hours of awareness research to understand the people and products that can help solve their business problems. That’s why it’s critical that your company’s thought leaders have visibility in the marketplace. A talking-head video […]
When you or someone on your team suggests a marketing video, is “talking head” the format that comes to mind? If you’re nodding “yes,” that makes sense. The talking-head video is one of the most common Web formats, plus, it’s what marketers are most familiar with. But by and large, they’re not as effective as they could be. The talking head needs a refresh and I have some ideas for how to do it.
To be clear, there is nothing inherently wrong with a video of a person speaking on camera. I’m a huge proponent of telling stories through video. Surely there are dozens of articulate speakers within your organization that have interesting stories and insights to share, but there’s a better way to get your message across.
Artists create to inspire. Builders create for function. In the world of B2B marketing, we create for engagement. We want people to download, share, subscribe—to interact not only with what we’ve created, but also with all its supporting materials. When it comes to B2B video, marketers want viewers to know “there’s more where that came […]
Creating an emotional hook in a story about enterprise technology can be challenging. Such stories often focus on a technology’s business and organizational benefits, rather than how that technology affects people. Additionally, technology strategy and investment decisions at the enterprise level are usually determined by committee. This makes it hard to develop a focused, compelling […]
If you’ve been following recent trends in B2B demand generation, you know there’s an explosion happening right now in marketing technology—also known by its portmanteau “martech.” Marketers are employing an arsenal of sophisticated tools and techniques to engage with their target audiences and deliver increasingly personalized experiences across a variety of touchpoints. Slight problem: Marketers […]
If we had to choose one word to describe the approach to B2B video marketing in 2017, that word would be “more.” Marketers are expected to create more content conveying more meaning and to share that content across more platforms. It’s a natural next step for those who recognize both the popularity of video and […]