Video is the next frontier of B2B marketing. But how to do it? Where to do it?
For ‘where’, partnering with a trade pub makes sense to aid in promotion. But ‘how’–most trade pubs that use video are offering ‘webinars’ and I HATE WEBINARS.
Quality Magazine has taken a stab at a different video presentation, in the form of “Q-Tube“:
“Q-Tube SHOWS you the latest products and technology manufacturers are using to improve their manufacturing processes” etc…
Q-Tube in its current form is three interviews by the editor of the magazine with marketing folks at a trade show about their products. Like some webinars, adding a representative from the publication makes the presentation seem less like a sales pitch. The sound quality is poor and the content is as dry as any staged pitch, but I applaud them for experimenting.
I really think video is the next frontier for trade pub editorial content, too, but that’s a subject for a different post. So, what do you think? And is anyone out there in industrial B2B marketing or publishing getting video right yet?
I am in Industrial B2B, and I am working with forward-thinking management who have considered video in the recent past and will likely adopt it in the near future. You’re right video is very hot right now.And you’re right about something else: WEBINARS DO SUCK!
I am in Industrial B2B, and I am working with forward-thinking management who have considered video in the recent past and will likely adopt it in the near future. You’re right video is very hot right now.And you’re right about something else: WEBINARS DO SUCK!
Jason–thanks for the comments on the blog. Video is a hot topic to discuss, but the bar is so hard to just ‘not suck’. I wonder if the people doing webinars have a head-start on us, or are they trapped by the current way of doing things?
Jason–thanks for the comments on the blog. Video is a hot topic to discuss, but the bar is so hard to just ‘not suck’. I wonder if the people doing webinars have a head-start on us, or are they trapped by the current way of doing things?
video is too slow, waaay too slow. accurate words in print win every time.
video is too slow, waaay too slow. accurate words in print win every time.
I am a fan of companies posting info about their products online in the form of a video. I find it easier to find out about the product, and rather than reading a dull (and most likely overhyped) press release, I get to see the product for myself and evaluate the presenters truthfulness.
I am a fan of companies posting info about their products online in the form of a video. I find it easier to find out about the product, and rather than reading a dull (and most likely overhyped) press release, I get to see the product for myself and evaluate the presenters truthfulness.
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