We have to stop and think about what our customers want to see and digest. In the age of search marketing, personalization and relationship-building are key to your success. Gone are the days of salespeople cold calling or scraping the barrel for cold leads. As a sales professional in any industry—but particularly in one as competitive as the gym or fitness industry—it is essential you get in front of the right person at the right time. 

In today’s increasingly complex customer journey, understanding your audience is a vital first step towards a successful digital marketing strategy.

Developing customer personas  

At Everyone Active (EA)—a leading UK operator of local gym, swim, and activities facilities—we have created digital personas to ensure we capture new members. A persona is a fictional character that has been developed to characterize the key traits of a particular group of our target audience. This will include things like their motivations, needs, purchasing habits, and other factors that will impact how they may interact with any of our digital marketing. Not sure where to begin when creating personas? Here’s an overview of the process we used at EA.

We compiled the necessary information using our internal database (which is connected to a system created to give EA a single customer view), online tools such as Make My Persona from HubSpot , Google Analytics, and UK-wide data stats from Hootsuite (We are Social, 2019 ). These tools coupled with industry reports and UK-wide digital statistics have enabled us to knit together all our customer data to understand our market, as well as our audience and their customer journey.

At EA, we also use tools like Brandwatch Audiences to find people discussing our brand or key topics in our industry—such as gyms, pools, fitness classes, new fitness technology, and weight loss. Even more importantly, we leverage this tool to help us find similar audiences that haven’t heard about Everyone Active yet.

After we collect all the data from the processes outlined above, we build out personas like Freddy:

The objective of developing these personas is so that we can build any of our digital marketing with these different groups in mind—helping us to optimize the user journey. By asking the question “Does this work for persona X?” at every stage of developing our digital marketing, we can create a user-focused development process. 

Creating an effective multi-channel digital marketing strategy

Once you understand your personas, you can start to work on improving your customer journey. First, consider how your brand performs on social media—particularly in relation to your main competitors. At EA, we use SEMrush to compile this data. This tool allows us to view audience engagement levels and how they change over time, discover who’s mentioning EA or our competitors, and find our most loyal influencers.

Our overall goal in doing all this research was to build a more efficient and effective multi-channel marketing approach. We identified the best channel to communicate by comparing our Google Analytics and Brightcove Analytics to our social media audience profiles. Whether it’s emails, texts, push notifications, social posts, display ads, or direct mail, we can create hyper-personalized, relevant, and dynamic communications that hit the right customer at the right time—based on their behavior and/or engagement with the brand. 

We use Facebook for most of our social engagement and revenue generation content, but also dabble in Twitter and LinkedIn, and we’re in the process of expanding our Instagram presence—due to our personas’ heavy use of that platform. At EA, we use a custom-built Google data studio to track the journey and any revenue gained from our organic and paid campaigns. 

Let’s go back to Freddy from my earlier example. The below diagram illustrates his journey from awareness to conversion—driven by content:

Developing our digital personas allows us to market to the right people at the right time. We use corporate videos to improve and increase brand reputation, knowledge, and management—and we create localized assets to aid or influence purchase decisions.

About 80% of our video content is localized, and about 20% represents a national perspective. By showcasing local content, we can engage an audience on a more personal level—increasing brand and product knowledge, as well as conversion rates. On average, when users click through one of our social posts and land on this landing page , 13.46% will move through the payment process and exit on the payment complete page.

To improve the customer experience for any business, you must display content that is relevant to your personas. A key part of any successful digital marketing strategy is to leverage your  team and your customers whenever possible; this will give a more human feel, allowing your brand to better resonate with your audience. At EA, we use our own personal trainers and members in our content to show we value what they do. This utilizes one of the company’s strengths (its people) to boost engagement. 

With technology and customer expectations changing all the time, the next stage of EA’s digital marketing strategy is to use real-time data. I believe this will provide us with a significant competitive advantage, allowing us to grow our digital audience by delivering the right message to the right customer at exactly the right time. One example of this could be creating a weight loss campaign and then using real-time data to identify frequent buyers of weight-loss products. We could then message these users with a free pass to the EA sites closest to the customer’s location—providing a high level of personalization. As devices become more connected and consumers become more comfortable with real-time data, it will become part of any good sales and marketing strategy.

By developing personas, analyzing your audience engagement, and creating tailored content based on a user’s preferences and previous purchases, you can boost sales and revenue. Catch my entire presentation on how to use content to drive the customer journey on demand at REPLAY .

Everyone Active is a leading UK operator of local gym, swim, and activities facilities. Our mission is to encourage everyone we come into contact with to participate in at least 30 minutes of moderate physical activity five times per week. To learn more, visit www.everyoneactive.com .

To view our Partner blog, click here

With the rise in geographically distributed workforces and non-centralized offices, it’s easy to see why employee training videos are becoming more and more popular. These assets empower you to take advantage of major cost efficiencies—as you don’t need to invest the time and resources necessary to bring people together in person.

When I examine employee training videos in companies, I see some common executions that make me cringe. For example, the talking head that’s so obviously reading off of a teleprompter with no emotion and no other visual interest. Or the bad-audio screen capture recording. Or—often the most cringe-worthy—a video of a live, facilitator-led training, with the expectation that employees will watch it all the way through.

Don’t get me wrong: Talking heads, screen captures, and chunking up live training can—when done well—make great employee training videos. However, a lot of thought needs to go into each of these to ensure that your videos will meet the goal they were created to achieve.

That’s where the Think:Learn:Do framework comes in.

In so much of my work with companies trying to train employees using video I find that they’re great at the content part—with most teams being versed in adult learning theories and understanding how to structure content for learning. But where these videos often miss the mark is in what comes before, and after, the learning. And that’s what this framework addresses. Follow this guide for all of the videos you create—or retrofit those you’ve already created—and see how your use of video for employee training changes for the better.

Think

Setting the stage for your employee training video content is essential. Yet most videos I see don’t do this properly. Can you remember videos where the first crucial seconds sound something like this?:

“Hi I’m so-and-so and this video is about yadda-yadda.”

Talk about wasted prime real estate!

Then it likely goes into something like, “In this video, you will learn X, Y, and Z.”

I do like the preview of what’s to come, but we’re still missing one key point—the person watching doesn’t know WHY they’re watching it or HOW what they’re about to invest (or choose not to invest) time in can change their situation.

Setting the stage in the early stages of your videos is essential. During this process, you’re essentially telling your viewers what you want them to think—what they should be thinking about, how they should be approaching the content, or why they need to pay more attention. 

Orienting the thoughts of your employees before training them in something helps get people on the same page. It also sets up your actual learning-focused content for more success, as you’ve gotten your viewers in the right state of mind to be able to listen to the content in the way that will most benefit them.

Let’s take a look at what this looks like rephrased. Take, for example, an employee training video on the company’s new vacation policy. The goal of this video is to educate the audience about the changes so that employees follow the new protocol, allowing managers to have an easier time scheduling and approving time off within the new software that was just rolled out. 

A typical video may start like this:

“Hi. I’m [insert name], the [insert title] in human resources, and this video will cover the changes in our company’s vacation policy.”

And then proceed to outline the differences or walk through a screen-share demonstration.

Instead, let’s set the stage better and orient our viewers on how to listen and think about the content that’s about to be presented in order to accomplish the goal that we have.

“Vacation time shouldn’t be stressful for anyone—the person on vacation or the team members back in the office. That’s why we’ve rolled out a new time-off and scheduling tool, and are showing you how to use it in this short video so that you can schedule your vacations and get approval for time off more easily.”

Use the lower thirds to communicate information about the person’s name, title, or any other text-based information that isn’t truly important to the goal of the video.

Learn

This is where most online and video-based employee trainings spend most of their time, and it’s where most creators focus most of their energy. Don’t get me wrong—it’s the meat and potatoes, if you will, of the content. However, if you haven’t set the stage for this, your employees and viewers won’t be able to digest the content in the way you intend.

Most training departments already have a solid handle on how adults learn best. That being said, here are two important best practices to keep in mind when creating employee training videos:

Attention spans are lower when watching digital content 

Vary the visual interest on the screen more frequently. Use animations, screenshots, narrators, captions, text overlays, etc. This doesn’t mean production value needs to be sky-high. It does mean that you need to consciously think through how you can display your content in multiple ways.

Silence is not golden 

Whereas in face-to-face training the facilitator often uses silence as a means for people to absorb information or process, doing the same in video isn’t advised. Think about watching a video with less-than-rapt attention (let’s be honest, that’s what a lot of our employees will be doing) and then hearing nothing. You’d assume the video is over and you’d switch gears. If you need to have processing time, incorporate some type of music or audio effect into this section.

Do

We often focus so much on teaching content that we forget to specify what to actually DO with that content. We assume that it’s obvious, or that people who spent time watching will want to take immediate action. Both of these assumptions are likely false. Those watching need to be directed as to what to do with what they learned. What action do you want them to take? What follow-up is needed? Be specific.

For our example video on new scheduling software, perhaps it’s appropriate to have employees immediately log into the system and submit a test request to ensure that they are able to use it. If that’s the case, make sure that call-to-action is crystal clear in the video. For anything you want viewers to DO, I suggest not only saying it, but also showing the instruction.

The combination of Think:Learn:Do sets your employee training videos up for success. Always set the stage to make sure your employees are oriented to how and why they need to listen to the content in the video, execute the content delivery and learning, and wrap up with a clearly stated call-to-action—what you want them to do next. By following this framework, you’re not only providing training content, but a road map for how to use that content to improve your audience’s performance and experience.

Catch my entire presentation on how to use video to engage, connect, and break through to your audience on demand at REPLAY .

To view our Partner blog, click here

If you want your content to find an audience—and I’m assuming you do—then you need to take a multi-channel approach to content promotion. Social channels like Facebook, Twitter, Instagram, and even LinkedIn help you capture viewers where they’re already active, engaged, and clicking on links. Of course, each channel has unique users, interfaces, and needs, so you’ll want to create unique content for each of them. And, in order to monetize those views, you have to make sure some of those links are driving back to your owned properties. 

We’ve pulled together the top posting best practices for using social to amplify your owned content, so you can see your click-throughs spike.  

Live streaming

Not all brands have hopped on the live to social bandwagon yet—so if you start now, you’ll have an advantage. When you’re live streaming on social, whether you’re on YouTube, Instagram, or Facebook, your live stream should stay up long enough so that viewers have time to find your stream and tune in. You’ll probably notice that you start out with only a few viewers, and the audience grows exponentially throughout. A good rule of thumb is to stay live for no less than ten minutes.

Prefer to keep your live stream on your own website? Post a clip to social during the event (including a link back to your website, of course) so that your social followers know you’ve got a live event going on. Check out our datasheet for more on how to bring your live stream vision to life.

Automated monetization

Are you monetizing the content you post on YouTube? You should be! And if it sounds intimidating, don’t worry—you can automate the process using your tech stack. For example, Brightcove Social’s AutoSync allows you to automatically sync videos, including monetization settings, to your social media channels based on video tags in Brightcove. That way, you can upload a video once, distribute it to all your social profiles, and collect analytics in one dashboard. Once configured, Brightcove Social settings adhere to existing YouTube copyright and monetization policies, so you can enforce copyright and monetize your YouTube content, without managing it in YouTube separately. Click here to learn more about Brightcove Social features.

Engaging with your audience

You can’t just post a video on social media and then walk away. Engage with the comment section, or go one better—pose a question in your video to encourage people to comment! Integrate those comment sections into your own website as well using an MRSS feed, or let users rate and comment right on your own site.

You should also include hashtags in your posts as a way to engage with ongoing social conversations. It has the added benefit of making your content easily searchable so that relevant viewers are more likely to find it. Think of social media as a conversation between your company, your audience, and the world at large—and be an active participant in that conversation.

Optimizing for each channel

On social media, you have the opportunity to go beyond sharing clips of content that already lives on your own website. Consider creating video content that is unique and specifically tailored to one of your social networks. At our PLAY 2019 session called Evolving the Publisher Business Model, the team from Meredith Corp described how they’ve created 20 shows specifically for Instagram TV (check out our REPLAY pass to see how you can watch the full session). You don’t have to create 20 shows right off the bat—but see if you can brainstorm a video series for Facebook or LinkedIn, depending on where your audience is most active.

Social login

If you provide a subscription service, enable social login for your users. Not only is it convenient for them to login to your subscription service using their social media credentials, but it also makes it easy for them to organically promote you. It also allows you to learn more about your audience, so you can recommend the most relevant content and ads to them.  

We’ve only scratched the surface of all the ways you can amplify the ROI of your owned content on social media. If you’re ready to dive in further, check out our eBook, The Social Video Master Class .

To view our Partner blog, click here

Every video team knows mission creep—that’s when producing one video leads to creating multiple versions and iterations. Let’s say you begin producing a two-minute branded marketing video with the goal to release it on your website. Your team has agreed on a particular style, length, and delivery spec. Your shoot is over, your graphics are in production, and halfway through your edit, you are asked to deliver additional versions for social media platforms, a large-screen live event, and an email campaign. Each of these requests requires different acquisition and delivery specs and a unique post workflow. And if you only develop your new versions in post, you will likely miss opportunities, water down your initial concept, and lose the power of an integrated campaign.

So, how do you avoid those pitfalls and create great cross-platform marketing videos? Here are a few strategies I’ve learned.

1. Start with audience outcomes

Many production meetings start with a discussion around how everyone envisions the final video, or with team members sharing examples they’ve seen on YouTube. It’s great to talk about what inspires you and your creative vision. But it can be more helpful to kick off a launch meeting with everyone sharing their ideas for audience “personas” for each distribution platform:  

• Who are we trying to reach? 

• What are we trying to help that person understand, learn, or do? 

• What do we want them to do after they view our content? 

• And what are the demographics of our target audience on each platform? 

Only when you answer these questions can you begin to consider creative story approaches. 

TIP: A great tool for summarizing your findings and strategy is a Creative Brief—a short document that outlines all the possible distribution platforms, as well as the acquisition format, timeframe, budget, style, and creative approach for your project.

2. Define existing assets and brand guidelines

When you have existing assets, you are ahead of the game when it comes to multi-platform campaigns, since you already own this content (see my notes below on rights). Logos, infographics, past video footage, interviews, event photography, social media posts, and other content can all contribute to your new project and help make your multi-platform campaign more affordable. 

If you’re going to work with any outside video, photography, or graphics vendors on this campaign, be sure to provide examples, shooting specs, and brand guidelines—as doing so will make it easier for these partners to match the earlier assets and particular requirements. And don’t forget audio—an often-overlooked asset. We’ll talk more about this in a moment.

TIP: Create a list of existing assets and attach it to your Creative Brief so that everyone working on the project understands what already exists, and can start digging for those hidden gems that will empower you to create a cohesive campaign.

3. Use proof of concept and storyboards

Storyboards don’t have to be fancy. But they are extremely helpful when developing any kind of video content. Having everyone agree to the visual concept is even more important when launching a cross-platform video campaign. Whether you are creating live-streamed content, short packaged videos, social platform ads, teasers, or promos, a few pages of visual concept will save you time and money in production and post. Often, when we have a particularly unusual concept or motion graphics idea, our team also develops Proof of Concept “Motion Boards” so that everyone can see a few snippets of video—and we can vet the concept fully before moving ahead with the shooting script.

TIP: Even if you don’t have access to Photoshop or Illustrator, you can create storyboards by using basic tools like Piktochart.com or StoryboardThat.com— or simply dropping stock images into a brief Powerpoint.

4. Consider “outputs” to build your schedule

As you begin to conceptualize, budget, and schedule your project, list all of the “outputs” or deliverables you want to create. Then, build a schedule that leverages some parts of your production days for multiple purposes. 

For example, consider allocating time for an assistant producer to shoot behind-the-scenes photography and video during key set-ups, especially when filming client testimonials. You can share this content on your social channels immediately, while you’re still on location—and then also incorporate it into the primary footage for some fun angles on your main characters. Remember that interview transcripts will help speed up your post workflow, and can serve as an additional deliverable: You can use excerpts in newsletters and add audio clips to your website with pull quotes.

TIP: A second camera is almost always a must for multi-platform content, and I love to add a slider for some visual interest. By having this additional equipment on site, you can get double the coverage with more editing options, ensuring a faster turnaround for interview-driven content.

5. Remember: The higher the resolution, the better

When cutting up and repurposing your assets in different ways for various delivery platforms and audiences, it’s important to remember that generally speaking, the more pixels you acquire up front for video (with the best quality audio), the greater your flexibility on the back end. 

You may be familiar with the various formats that we know in short-hand as “720,” “1080,” “2K,” “4K UHD,” and “4K.” It’s important to remember that pixels rule, especially when you want to cut up assets for different platforms and delivery specs. When acquiring photographic or video assets, seek the highest resolution you can afford in gear, storage, and workflow—so that you have the flexibility to make smaller versions for social media, but can still use the high-res versions for larger-screen delivery and even screen grabs for print.

TIP: Acquire visuals and audio at the highest resolution you can afford. This generally means shooting your video project in 4K at 24 or 30 FPS and 24 bit/48kHz audio. Make sure you know the exact deliverable spec of each delivery platform, such as vertical video for Instagram and Facebook.

6. Secure proper rights and permissions

Disclaimer: I’m not an attorney! But I can provide you with my own experience as a multi-platform producer. And here’s the gist: When using any licensed assets, such as stock footage and music, clear broad usage of these materials for as long a period of time as you can afford up front. As you probably know, there’s always another delivery medium or version that you may want after you’ve already finished delivering one or more videos. It’s just the way our multimedia world works. Look for language such as “in any and all media,” “in perpetuity,” and “in whole or in part…without restriction as to changes or alterations.” This type of terminology gives you the right to crop, colorize, or otherwise edit sound and image assets without having to go back and acquire another license. Many stock licenses already include this language as long as you are paying a fee for this broad usage. Remember to clear talent for multiple deliverables, as well. And always refer your questions to an expert copyright attorney.

TIP: Don’t assume that a license allows you to recut the video for another platform or version. 

To wrap up, creating cross-platform marketing videos can be a challenge, but when you do some up-front planning, it can be a fun and rewarding way to tell your brand story across multiple channels, to many different audiences.

Catch Amy’s entire presentation on video trends for content creators—The Future of Story—from Brightcove’s annual PLAY conference on demand at REPLAY .

To view our Partner blog, click here

It’s no secret, the last few years have been tough for publishers. The current climate has seen global digital giants cut into local publishers’ lunch, while total ad spend has continued to slump—according to News Media Index , results for the final quarter of 2018 saw ad spend fall 6% compared to the previous year. While some publishers have moved to subscription-supported business models (such as Conde Nast ), not all feel they have a loyal base to support that shift. 

But it’s not all bad news. IAB’s latest Australia Online Advertising Expenditure Report showed video advertising specifically was up 15% in the first quarter of 2019. And it makes sense. We know consumers love video and publishers are taking note—investing time, money, and effort to deliver quality video content to consumers. This is helping digital publishers to not only attract eyeballs but also open up new monetization opportunities. But the challenge remains: How do publishers source engaging video content while maintaining a healthy stream yield? 

There are a variety of ways publishers are trying to solve for this challenge, including tapping into machine learning and artificial intelligence (AI) to drive additional views and ad inventory. AI is not just a buzzword; for the media space, it’s making serious waves. Not surprisingly, publishers are jumping on board. Australia’s Seven News, Stuff New Zealand, South Africa’s largest publishing group Media24, and Euronews are all-in on a tech platform from Oovvuu . Oovvuu launched in 2015 with the mission to change the way video is watched and distributed. And it’s well on its way to deliver this mission, currently distributing more than $2 billion worth of video to publishers with viewers in over 100 countries. 

How does it work? The technology leverages AI to read publishers’ articles in their entirety to discern the core concepts discussed, and in real-time, match the article with video content from trusted broadcasters. The result: Journalists and editors can easily insert contextually relevant videos into articles to engage readers and monetize those eyeballs with video advertising. 

The underlying technology behind Oovvuu’s Compass is Brightcove’s video platform as well as IBM’s AI engine Watson. Brightcove’s Video Cloud acts as the content management system and provides video delivery, while Watson handles the machine learning. On top of these two technologies, Oovvuu’s IP removes the manual process of finding and pairing content with relevant articles. Plus, customers can tap into Oovvuu’s extensive catalogue of videos from the likes of The BBC, Bloomberg, Associated Press, Reuters, AFP, The Press Association, TechCrunch, The Guardian, and more—giving publishers access to the high-quality, trusted content they need. 

News consumption is exploding, video creation is soaring, and video viewing is at an all-time high. The Oovvuu solution, leveraging the Brightcove platform , enables publishers to win back market share from digital giants in the publishing sector. It’s creating a win-win situation for publishers, broadcasters, and consumers alike. 

If you’re looking to learn how to gain more control over your online publishing business, increase reach, and engage with audiences in new ways, check out our Strategy Sheet for Publishers .

To view our Partner blog, click here

In today’s B2B marketplace, video can play a powerful role in engaging and converting your target accounts. According to Wyzowl’s The State of Video Marketing 2018 report, 97% of marketers say video has helped increase user understanding of their product or service—and 76% say it helped them increase sales.

Not sure where to begin when it comes to B2B marketing videos? Here are some general best practices to ensure your content is as effective as possible—and a guide to the types of videos you can make.

What are some best practices?

There are a variety of factors and procedures you should keep in mind to ensure your video campaigns are as successful as possible:

Know your audience

In order to create valuable B2B marketing videos, you must understand your audience and their needs. Ask yourself the following types of questions: 

• What types of information are customers looking for when it comes to your brand and product offerings? 

• Do you need to fill a particular knowledge gap? 

• What types of resources will help your point of contact create a powerful business case? 

• Which professional roles do your customers normally fill, and how can you develop characters and personas that represent them effectively?

Determine your distribution strategy

Before you begin working on a script and overarching concept for a particular video, you should understand where this particular asset is going to live. After all, the video’s “home” should play an important role in determining how long it should be, what type of tone you should use for this asset, and more. For instance, a video for social should be much shorter than that for a landing page—and can be written in a much more fun and light-hearted tone.

Establish your brand style

While your videos can certainly vary in length and format, it’s important that all of your assets appear consistent. Before you launch your video marketing plan, make sure you come to an internal agreement on the look and style of these videos—as well as your overarching messaging (from both a product and persona perspective). By creating a consistent brand style, you can establish a visual identity amongst your audience, thereby increasing your overall “stickiness.”

Always include a CTA at the end

So your customer or prospect just watched one of your videos: Now what? In order to maximize the ROI of these assets, you must always give your audience a clear next step to take. Create actionable CTAs that link out to relevant landing pages where you can earn a conversion—such as a product page or a Contact Us form field.

What types of B2B marketing videos can you create?

In a world of endless video possibilities, it can sometimes be difficult to know which content types to prioritize—and how to incorporate these assets into the customer journey . While your specific video strategy should depend on your overall marketing and sales goals, creating the following types of videos can be a great place to start.

Brand videos

A short video that provides a quick overview of your company, products, or mission statement is an extremely valuable top-of-the-funnel asset. These types of videos can give a behind-the-scenes look into your brand—highlighting the people and offerings that make it unique. Overall, these assets serve to help prospects understand the basics of what your company does and represents, allowing them to make an informed decision about whether they want to connect. You can think of a brand video as a more visually appealing and engaging way to get your “About Us” content out into the world. 

Need a little inspiration? Check out this video by Deloitte:

Product demos

Before your prospect even considers signing on the dotted line, they’re going to want to make sure they understand the full functionality of your product suite—and how your offerings will improve their day-to-day operations. While it’s always important to provide these types of details in writing on your product pages, you can really take it to the next level by showing your products in action. Create product-specific video demos that highlight specific functions, outline individual use cases, and answer frequently asked questions.

Interested in seeing an example? Here’s a short video about Brightcove Video Cloud :

Customer testimonials

When you’re operating within the B2B marketplace, it’s important to remember that your point of contact will likely have to make a business case to his or her boss in order to invest in your technology. Of course, making these cases successfully requires multiple proof points that highlight your company’s value. 

This is where customer testimonials can be extremely powerful. These videos should highlight one of your current customers’ success stories—calling attention to how your product(s) helped them to increase revenue, overcome a specific challenge, or reach a particular goal. This message will resonate on a deeper level when it comes from your customer’s own words.

Need a little inspiration? Watch this video we created with Pat MacFie, global director of media at Xero:

Webinars

Another way to capture the attention of a target account is to demonstrate your company’s expertise. By creating informative webinars focused on the specific industry topics your audience is interested in, you can highlight the value of your partnership in an exciting new way. In a world where viewers are bombarded with promotional content on a daily basis, a thought leadership webinar can break through the noise. Whenever possible, choose an internal subject matter expert to lead the webinar, as doing so will highlight the level of knowledge your team possesses.

Interested in seeing an example? Check out our recent webinar on jumpstarting your video advertising strategy:

Live streams

By adding live video into your marketing mix, you can grow your audience, enhance brand awareness, and build unique content that you can repurpose into video on demand (VOD) assets down the line. Not sure where to start? Consider live streaming interviews with in-house subject matter experts, scenes from the show floor at an industry event, or your team’s presentation on a trending topic. By live streaming directly to your social channels, you can increase your reach even further.

Overall, video can be a powerful tool for getting your brand name out there and increasing engagement with your current customers and prospects. By following the tips and best practices outlined above, you’ll be well-equipped to start incorporating more video into your B2B marketing strategy today.

To view our Partner blog, click here