Over the past decade, online video has become paramount in society, both in the form of social media, and branded marketing. This means that it is more important than ever to utilize enterprise video content to help improve your brand image with existing customers and present you with solid contacts that might be looking to start a relationship with your company.
It is important to create a relationship between your written and video content. Instead of focusing too much on one or the other, create synergy. Use your video to highlight parts of your written content, and use cornerstone pages and blog posts to expand on key points from your video.
We have compiled a list of 5 top tips to help you create the best enterprise video content for your B2B business.
1. Consider Your Message
The first thing to think about when creating enterprise video content is what you want to convey. Are you advertising a product or service that you offer? Are you looking to generate sales leads? Or just a general advertisement campaign for your company? Answering these questions will help you to understand what you will need to include in both the scripting and editing.
Try not to include too much information in each video, as this will make the messaging too complex and you are less likely to have viewer engagement. As mentioned, video can be extremely useful when generating new leads and can be more effective than written content. Therefore it is important to ensure you keep your message concise.
Alongside this, you need to have a clear narrative flow to your script and include a clear CTA or conversion for viewers – as this is ultimately what drives them to convert and follow up with you for more details.
2. Logistics of Enterprise Video Content
Once you have determined the use of your video, you should work out the form of video you require.
Different uses will require different lengths of video, for example, outbound first contact videos should be no longer than one minute – as recipients are likely to have a shorter retention rate than people you have already introduced yourself to. In general, no marketing video should be longer than two minutes, reaffirming the need to be concise and clear. Videos for social media ads should be between 15-30 seconds, sum up the message from the main video, and have the full video as a call-to-action.
If you are unsure about whether you can fit everything that you want to say, consider different edits and narrow down your topic. This way you hone in further on your target audience and their potential needs.
Think about who will be viewing the video. If your target buyer is in the US market, then it may be beneficial to have a presenter/narrator that speaks with an American accent. Studies have found that, although Americans have an infatuation with British or European accents, they find accents such as Southern or Midwestern to be the most trustworthy.
3. Filming Enterprise Video Content
Filming is one of the most critical parts of the video process. All of the logistics and planning lead to the filming session. As a best practice, and to ensure the day runs as smoothly as possible, you need to ensure that all of the pre-production materials have been proofed so that they are clearly readable and flow well when spoken out loud. Similar to blog posts, you want to use an active voice and speak directly to the viewer.
During the pre-production process, acquiring the necessary filming equipment will also be vital for a smooth shoot day. This video highlights the basic requirements and the process for filming professional-looking B2B videos:
To optimize the post-production process, you can also create a storyboard to support the script. This will give the editor a clear idea of your vision for the video and allows the feedback process to move quicker – as you are already collaborating on the final product. This will also advise whether you need to film any additional B-Roll footage during the shoot day.
If the editor is not on set whilst you are filming, it is another best practice to speak aloud the title of the video at the start of the take. Or additionally, renaming the raw footage file with the title to aid the process.
4. Editing Enterprise Video Content
The editing of the video is where the entire project comes together. Before your editor begins work on the project, there are a few necessary bits of information that they will most likely need.
Having an open communication channel with your editor will allow you to speed up the process as much as possible. Another important step tol helping your editor be more informed about your business, assuming you outsource, is providing them with a brand book.
There are some aspects that might not be included in your brand book. Ideally, you should communicate your ideas to the editor, or give them creative licence to choose what they see fit. This might include aspects such as: background music, whether certain sections don’t make sense in the full context of the video, and therefore whether bits of the footage needs to be cut from the final edit.
There are a few things to consider whilst your video is being edited. The first is whether all of the footage that you filmed will be visible on screen, or whether some areas could be covered by graphics or animations, and the audio used as a voiceover.
Further to this, you need to decide whether you will use the supplemental B-Roll footage from shoot day, generic stock footage, or animations. During the storyboarding process (if done) it is a good idea to highlight any key information or stats in the script to ensure that the final edit has them called out when necessary.
As a general rule, when picking stock footage/sourcing animations etc, it is imperative to constantly refer to your brand book. This will inform the editor about important assets such as fonts, colors, and styles. Ensuring that the video is “on brand” will make it easier when you come to distribute the video, and embedding it on your website won’t look out of place.
5. Uploading and Distributing
Once you have finalized a video, the final step is the distribution to platforms and your potential customers.
The most common and most popular platform for video distribution is YouTube. It is a great place to start if you’re only just dipping into the world of video marketing. YouTube is a free platform with plenty of capabilities and analytics for you to track performance.
From here you can embed videos on your website – and have them autoplay with subtitles.
On both YouTube, and other platforms such as Vimeo, you can set the video as ‘unlisted’, meaning that it is not viewable by the general public within the search function. From here, you can use these videos in email sequences or as a gated form of content on landing pages – and it will give you an accurate representation of the effectiveness of your video.
As mentioned above, video is the most engaging form of marketing content, when compared to written content or even infographics. Explaining your product in a short amount of time could be just as effective as the ‘first meeting’ you have with a client. If you schedule a follow-up meeting with them, you can rest assured that they already have a sound understanding of your products and services – and are ready to talk to you.
At Nituno, we understand the strengths and importance of video content within your marketing campaigns. We are a B2B content marketing agency. We can help you to utilize your existing content to the best of your ability, to generate viable leads for your business.
Nituno also has an in-house video team, that can provide you with support during the entire process of creating video content; from storyboards to the final edit. Our content writing team can help streamline your scripts, to ensure that the correct message is being conveyed. With our teams working together, we can support your marketing strategies.
Get in touch today to see how we can support you and your business growth.