February 09, 2015

Video Content Creation Effective in Sales Enablement, Study Finds

The role of the B2B marketer has fundamentally changed. Today, marketers own a much bigger piece of the lead-to-revenue cycle and are being tasked with creating custom content that engages prospects throughout the buying cycle and drives them further down the sales funnel. 

While custom content has always been vital and widely used in sales, it’s starting to play an even bigger role in helping representatives prepare for sale calls/meetings, successfully engage with prospects, and, more importantly, close deals. Today’s leading marketers, however, are forgoing the traditional product brochures, whitepapers and spec sheets. Instead, they are opting for a more creative approach to content creation through the use of video.

According to Demand Gen Report’s 2014 Content Preferences Survey, 50 percent of participants viewed video in the past 12 months when researching a B2B purchase. What’s more, 95 percent of the respondents found that video as a form of marketing and sales content is becoming “somewhat” to “far more” important, according to supporting evidence from  a recent Demand Metric research, Video Content Metrics Benchmark Report,

Video allows companies to communicate complex and/or stale information in an engaging manner through the use of sight and sound. Interactive video content is also user-friendly and less time consuming for buyers. Traditional whitepapers, product brochures and case studies can run anywhere from 2 to 10 pages, which is often too much for prospects to handle.

Besides helping engage prospects, video has proven to be effective in increasing click-through rates and boosting search engine rankings. Just consider this: According to research from Invodo, putting the word video in the email subject line boosts click through rates by 65 percent and reduces the number of unsubscribes by 26 percent. With consumers overwhelmed by all of the existing content clogging the feeds, video offers users a fresh way of consuming content that’s entertaining, yet informative.

So, how can you incorporate video into your current content strategy?

Instead of providing buyers with a dull PowerPoint presentation, for example, sales can supply them with an interactive video containing images and voiceover from a representative explaining a new product or concept. Or sales can send prospects a short video containing customer testimonials, instead of presenting them with a traditional, lengthy case study.

These are just a few of the ways you can use video to help engage buyers throughout the buying cycle.  Need help developing custom video content? Click here to see how Content Boost’s video production team can help you and don’t forget to check out some our very own videos.


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