Posted on by Dave J.

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.

14 Replies to “B2B Content 2.0: Video”

  1. Video has really become what happened to desktop publishing in the 90s.As soon as it appeard on every $100 computer people thought they could do it. And how much self made crap to you run into every day?

  2. Video has really become what happened to desktop publishing in the 90s.As soon as it appeard on every $100 computer people thought they could do it. And how much self made crap to you run into every day?

  3. So true…those two links were brilliant!Our creative agency is always coming up with some video idea, but they haven’t figured it out yet. Just because you can do a video that’s better than what I taped at my daughter’s birthday party, doesn’t mean you’re qualified to compile a video that represents my brand.Unfortunately, every creative agency wants to prove it’s a “full service” agency…

  4. So true…those two links were brilliant!Our creative agency is always coming up with some video idea, but they haven’t figured it out yet. Just because you can do a video that’s better than what I taped at my daughter’s birthday party, doesn’t mean you’re qualified to compile a video that represents my brand.Unfortunately, every creative agency wants to prove it’s a “full service” agency…

  7. There is a travel company that is looking for marketing professionals that would be interested in advertising their firm on the side of their aircraft within the US, or between the US and Europe. Check out MetJet at http://www.metjet.net/advertise.htm

  8. Hi I am from http://www.cycbiz.com, international business videos b2b btob website as well as products trade leads, Videos become a featured form to trade well to attract foreign buyers and suppliers. I like videos online most!

  9. Hi I am from http://www.cycbiz.com, international business videos b2b btob website as well as products trade leads, Videos become a featured form to trade well to attract foreign buyers and suppliers. I like videos online most!

  10. Hey <>cycbiz<> folks: Please respect my website and not spam it with posts about your website. I will leave one up, as it is relative. Thank you.

  11. folks: Please respect my website and not spam it with posts about your website. I will leave one up, as it is relative. Thank you.

Comments are closed.