Does video have a place in your B2B content strategy?

14 January 2022

Is your content strategy already harnessing the power of video? Video is everywhere. Every month, 1.7 billion unique visitors watch at least one video on YouTube, and visual social media such as Instagram and TikTok are extremely popular. B2B is not immune to this. With the rise of video can we expect to see the decline of the copywriter and the arrival of the video content creator? It's not so black and white, thankfully. But, as marketers say, as a company it’s always better to respond to trends so you don’t get left behind. And video has long ceased to be a 'throwaway' trend. How can you integrate video into your content strategy? And what are the benefits?

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Know yourself, know your KPIs

Video is more than just a medium: it deserves its own place in your content strategy. Everything starts with your KPIs - how do you define them? What do you want to achieve as a company and how can video help you with this? Everything starts with knowledge, so you lay the foundation for videos that achieve their goal.

Identifying your target group is also important. Do they actually need video? And if so, what are they most interested in? So tailor your video content to what you already know about your target audience. This prevents your well-intentioned attempts at successful video content creation from failing, and makes sure that your videos are viewed and appreciated.

Which type of video supports which purpose?

As a B2C medium, video has long been commonplace. In B2B, the rise is in full swing. Different types of videos serve different purposes - depending on what you want to achieve.


We base about 70% of all purchasing decisions on the opinions and advice of others. Just look at the increasing importance of customer and post purchase reviews. They give your company more credibility. That is why customer cases are a powerful tool in your content strategy. Written reviews always perform well but video reviews should also be part of your strategy.


Webinars allow organisations to share their knowledge about certain services or products, live and interactively with the target group. It's a good way to generate leads. There is another advantage: if you record the webinar, the content can be used afterwards, for example as a blog topic. So video is the best of both worlds.

Corporate videos

Corporate videos have several advantages. They share the vision of your company with the outside world. They help to build your image,because a company your customers can see has more credibility. You can also use videos for employer branding purposes putting your employees in the spotlight. Or give the customer more confidence in your products and services by going into detail about the product or service via product videos.

Product/service page videos

A product/service video is undoubtedly one of the most useful formats when it comes to video as a visual stage for what your organisation has to offer. They help educate your visitors about your products or services so they can make informed decisions. Video can show your product range or services - supplemented with important data such as prices and lead times.

80% videos

An 80% video is, as it were, a lively FAQ where the 7-10 most frequently asked questions about your product or service are answered. By involving your sales team from the start, you ensure that you are asking the right questions and providing the right answers. In short, questions that influence the purchasing process and deliver conversions. You can also tackle frequently occurring misunderstandings and ambiguities that plague your processes with an 80% video.

Employee bio videos

For many customers you are not the face of your organisation, but your employees: your sales team, account managers, project and service managers. By putting them in front of the camera and giving them the opportunity to share something about themselves, you give your business a human face. You can build trust and work on connecting with your target audience. You demonstrate that your team is more than just a group of employees, but are a coherent whole with belief in the organisation.

Why did you choose video as a medium?

Video is a great way to communicate information and get messages across to your target audience. Videos let you be more active and creative with channels like Facebook, Twitter, Instagram, TikTok, and LinkedIn. An added benefit is that videos are shared more often on social media than other content. This means greater exposure, followed by more prospects visiting your website and landing in your funnel.

Video, or visual content in general, has certain advantages over text. It stands out, you can do a lot with it and the information sticks better. In addition to grabbing the attention of your target group, it also comes across as credible. This is especially true for product videos and customer testimonials.

For example: put the right video on a landing page and the conversion rate of that page can increase by up to 80%. It’s worth bearing in mind that success is not guaranteed and care is needed when putting video after video on your landing pages. Too many videos can slow the page loading time. Slow loading pages lose users and nobody wants a high bounce rate. So, if used badly, video can have the opposite effect.

Lights, camera, action?

Do you want to delve further into video marketing? Or sit down with video experts and discuss your plans? Our content specialists would love to hear from you.

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