About 82 percent of marketers are having success with B2B video — but only 15 percent describe themselves as "very successful."
That's one of the findings from a new report that evaluates tactics marketers use to maximize the impact of B2B video. But the report "B2B Video Marketing: B2B Benchmarks and Best Practices" also raises questions about whether tactics for marketing content can be separated from the content itself. The report was sponsored by video marketing and analytics firm Vidyard and conducted by marketing researchers Demand Metric with Ascend2.
More than 80 percent use their own websites to distribute videos, 73 percent use YouTube and 66 percent use email or newsletters. Other means include Facebook, campaign pages, LinkedIn, blogs and Twitter.
Brand awareness is identified as the most important marketing objective for the videos by a majority, 52 percent. Other top objectives include increasing lead generation, increasing online engagement and improving customer education. The top obstacles to success include lack of budget, lack of in-house resources and creating compelling content.
The most popular video optimization tactic — and the most effective — is tagging videos with search keywords, followed by posting videos on the company blog, providing unique URLs to video website pages, and optimizing file names with keywords.
The Video Itself
But what about what the users actually see — the video content and its length? This report, Vidyard CMO Tyler Lessard told CMSWire, "doesn’t take into account the actual content of the videos," as it is "more focused on the tactics marketers are using to maximize impact and drive results."
Lessard readily acknowledges that "users click on videos that appear interesting," and points to video content tips that Vidyard offers on its site – a marketer's guide, types of video for a brand, and examples of "awesome video marketing."
Vidyard sent us a quote from one of its customers, Bhaji Illuminati, a marketing manager at payment solution provider Taulia.
“We’ve found it’s easier to get people to press play and watch a minute-long video," Illuminati told them, "than it is to get them to download a white paper, let alone read that white paper! With a video they get a version of our message in a compact, memorable format we can track.”
Clearly, Taulia's experience is that videos whose content is about white papers are effective – more effective than the white papers themselves, even though white papers can often be scanned more quickly. Does Taulia's experience apply to all kinds of white papers and all kinds of minute-long videos?
As for length, Lessard said his company's data shows an optimal length of one to three minutes – "long enough to get the point across," Lessard told us, but "concise enough to keep the viewer's interest."
Given the importance of content for content marketing, a study of how effective various types of content, various lengths, and possibly even various styles – animation, talking head or documentary-style? – have proven to be for marketers would seem to go hand-in-hand with tactics.
In other words, stats about the use of tactics for promoting videos about white papers would seem to be a more complete picture than tactics about promoting any video.
Separating tactics from content – in this report, but also in ones on other kinds of content marketing – is like reporting on the tactics for creating a successful restaurant without discussing the kinds and quality of food.
Perhaps Vidyard will undertake such a comparative report someday.
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