B2B Content 2.0: Video

Someone posted a link to an 'interesting' B2B video in my comments yesterday. It was boring. It wasn't useful. The formal staging was awkward. And it had only garnered about 40 views according to the web service hosting it.

Okay, it was an attempt at a thought-leader interview, and not true B2B content, but it got me thinking: This crap won't fly anymore.

Video is easy now, but getting it right is hard.

I suspect that video will be the next great content for B2B marketing, but only for those who understand it and can execute it correctly.

Like blogging, video now needs to be personal, edgy, and entertaining. For companies used to staging beautiful ads, brochures, or websites, this becomes a reality check. Video will be even more attractive than blogging is to business, but I don't know if they'll be able to pull it off.

Study these:

• Will it blend: A great example of a product demonstration, done by the CEO of the company. He doesn't say much, does he?
• Modern Blues Harmonica (lessons): Adam Gussow shoots his lessons at home, the office, or in his car. He limits the subject matter and watches the time. He doesn't talk down, but he doesn't assume too much. (And he'll be the guy who gets me past 'the dip' of skill I have right now.)

They aren't B2B, but this is what is effective. This is what people are willing to watch on the Internet. Watch them--Put your product in place of the blender. Put your thought-leader in place of Adam. Can you pull it off? I think we'll need to figure out how.