You probably know by now that video isn’t just for B2C companies. But where do you start? Here are four B2B video content ideas to add to your marketing content mix.
As a writer, it pains me to say this. People would rather watch something than read something.
That’s not to say that the written word is dead. Otherwise, I wouldn’t be writing the post. But mixing video into your content marketing efforts can help you take your brand awareness and lead gen effort to the next level.
Embedding videos into your website pages, landing pages, social media, emails and even sales outreach can dramatically boost your engagement with your prospective leads.
We know. Taking on new video projects is a daunting proposition. That’s why we’ll break it down and give you four B2B video content ideas you can start creating with minimal investment.
4 B2B Video Content Ideas Every Company Should Know About
By our count, there are four main B2B video content ideas that you need to know about and know how to produce should the need arise.
This list will give you the ins and outs of each idea type. It also includes an overview on how to create the video, including who on your team should ideally be responsible for each step. For the sake of simplicity, the roles will be broken down to “content writer” and “videographer.”
Video 1: Promos or Teaser Videos
First on the list, we have promos and teasers.
These are quick-hitting videos usually with screen text, visuals and background music. These are usually inspired by existing content on the site. Think of it as taking a core page of your website and making it into a video.
In fact, just create your first teaser video this way. Take existing core content and repurpose it visually. The result will be a quick-hitting video that shares your company’s core message or value proposition. Plus, it’s in a format that’s easy to watch and share on social feeds like LinkedIn and Twitter.
For example, this promo video follows along the company’s main website messaging:
How to Create a Promo or Teaser Video
Step 1: Write the Script
The writer will create a script. This process involves looking at content that already exists on your website. Pull out main headlines and catchy phrases and find a way to make them flow in a narrative. This step can be done in a spreadsheet or on a slide deck with screenshots. It depends on how detailed the writer wants to get.
Step 2: Hand Off the Script
Once the script is complete, it’s the writer’s job to sit down with the videographer to walk through it. This will ideally be done in a meeting, and both sides can brainstorm ideas for visuals that make the most sense.
Step3: Create the Video
After the handoff, the videographer will then take the script and visuals and start creating the video. The videographer will create any visuals or animations needed and find appropriate background music.
Step 4: Quality Check
Once the video is done, the writer will then check to make sure it aligns with the script and the story they’re trying to tell. If any edits are needed, the writer should explain them to the videographer.
Once it’s all good to go, you’re ready to start sharing the video on social channels and using it in marketing campaigns.
Video 2: Animated Explainer Video
The animated explainer video is like the teaser video, but it’s longer and more in-depth. This video isn’t the trailer. It’s more fleshed out, dynamic and usually around a minute long. It uses a lot more visual elements and animations. You can use a voiceover if you want (which requires a whole other set of steps we don’t cover in this blog), but animated text usually works well here.
The main point is these videos start with a problem or a hook and take the viewer through to the solution to that problem – ideally being your company’s products or services.
Here’s an example animated video that details one of our client’s new offerings:
The process for creating an explainer video is like the teaser video but with a few additional steps. Let’s get into how to create one.
How to Create an Animated Explainer
Step 1: Write the Script
We start again with the writer creating the script. This process is less about the main page site content and more about addressing the buyer’s needs.
There are a lot of different topics that explainer videos can address, so it’s impossible to tell you exactly how to write your script. The main point is to keep it short and sweet and always focused on the viewer’s needs. Get them to the solution as quickly and as informed as possible.
For more on creating explainer video scripts, you can check out this blog for some tips and tricks.
Step 2: Hand Off the Script
Once the script is complete, the writer will hand it off to the videographer. They can quickly meet to make sure they are both on the same page as far as the vision of the video. But from here is where we introduce an additional step that departs from the teaser video.
Step 3: Create the Storyboard
After the handoff, the videographer will then take the script and any visuals discussed with the writer, and they will create a storyboard.
A storyboard is a sequence of images and drawings that are meant to represent the visual plan for the video.
Your storyboard can be as detailed as you like, but most usually include each “shot” or frame of the video, visuals and some indication of planned animations and transitions.
Step 4: Gain Alignment
Once the storyboard is complete, the writer and videographer will meet once more to discuss the storyboard. The videographer can take the writer through each frame, and the writer can advise on if the planned storyboard conveys the content well enough.
Step 5: Create the Video
After gaining alignment on the storyboard, the videographer will then start creating the video. Just like in the teaser video, they’ll create any visuals or animations needed and find appropriate background music.
Step 6: Quality Check
Once the video is done, the writer will review to make sure that it addresses the problem. If there are any more edits needed, the writer will bring those edits back to the videographer.
Once it’s good to go, you can start sharing your new explainer video! These videos are also great for including on your main pillar pages that address the same content. Your audience will enjoy the convenience, and Google will like to see the new content on your page.
Video 3: Talking Head Video
A talking head video is an interview with an internal subject matter expert (SME). These videos are longer-form interviews meant for your audience to hear directly from the experts about the solution they’re looking for.
These videos take place in an interview style. They’re usually done in front of a green screen – giving you endless background possibilities. But usually, you should just stick with a nice background or company signage.
You can also choose to have the questions appear as text on the screen, or it can be a conversation between two people.
In this example, we interviewed our long-time client off-screen – with questions appearing as text on the screen in between his answers.
Here are the steps involved in creating an effective talking head video.
How to Create a Talking Head Video
Step 1: Come Up with Questions
The writer will pick a topic and come up with around five questions related to that topic. It’s the writer’s job to make sure that the topic is viable – a.k.a., one that the audience has questions about.
There’s not so much a script involved in this type of video. It should be conversational, and you want to make sure that the SME can give their answer in full and flex their knowledge.
Step 2: Set the Scene
The videographer will then gather the AV equipment, greenscreen and any visual elements that are needed. Or, if you’re doing the video with a natural background, the videographer will choose a good filming location.
It’s the videographer’s job to make sure everything looks and sounds good. They should bring a creative eye to what’s being filmed – whether the SME is centered or off-center in the frame, for example. Make sure the lighting is good.
This video is a continuous roll, so once everything and everyone is in place, just say “action.”
Step 3: Conduct the Interview
It’s the writer’s job to lead the charge in the interview. If you’re going with onscreen text for the questions, then the writer can sit just off-camera and ask the questions.
Lead the SME conversationally. Remind them to pause after each answer. Again, this is a continuous roll; those pauses will help in the editing process. Also, remind the SME that they can take as much time as they need to answer the question. Let them collect their thoughts, and if they jumble an answer – no sweat! – just tell them to start over.
Step 4: Review the Footage
After the interview is done, the writer will then review the footage. They should be looking for the story in the conversation. Take timestamps of the usable answers and have an idea of the order that they should appear in the final cut of the video. Make notes of where stumbling answers could maybe be salvaged in editing.
Also, keep in mind, you could make many different videos if you covered a lot of topics or have a lot of usable footage. And remember, these videos are also quick and easy ways to write killer blog posts.
Step 5: Edit the Footage
Once the writer is done annotating the footage and order of questions, they’ll sit down to go over these notes with the videographer. The videographer will then take those notes and begin putting together the final video (or videos).
In the editing process, the videographer will cut and splice the footage as needed, add in the on-screen questions and make sure that the audio is synced with the video.
Step 6: Quality Check
Once the editing process is done, the writer will review the final video to make note of any other edits needed. If everything looks good, you’ve got a super informative talking head video ready to use in any and all marketing collateral.
Video 4: Audio File Videos
The last video on the list is something we’re calling the “audio file” video. Think of this as a talking head video that you forgot to turn on the camera for. You interview your SME as in the talking-head video above, but you only hear their voice in the final video.
Dress up this video by adding visuals or a nice cover image to the video with the SME’s headshot and an audio line animation as they’re talking. You should also add captions to these videos. That will help capture the attention of the people watching on mute.
In this example, we created a series of audio file videos to summarize topics from multiple speaking sessions:
The steps to creating this type of video are like the talking head video. Here’s how to make one.
How to Create an Audio File Video
Step 1: Come Up with Questions
Again, the writer starts by picking a viable topic and coming up with questions around that topic. Consider the question and the words carefully here because they’ll be a more prominent visual in the final product.
Step 2: Conduct the Interview
The videographer will make sure that the audio equipment is set up and everything sounds good. You can also do this type of video easily over Zoom. Just make sure your SME has a good microphone to capture high quality audio.
The writer will conduct the interview with an SME. Keep it conversational and remember to remind the SME to pause and take the time they need between answers.
Step 3: Review the Audio
After the interview is done, the writer will review the audio, making sure to find the story in the uncut audio. Take timestamps of the usable answers and have an idea of the order that they should appear. Make notes of where stumbling answers could maybe be salvaged in editing.
These videos work best as quick takes. Remember, your audience has a limited attention span, especially on social media. So, if you have 3 questions with 3 solid answers, make 3 separate audio file videos.
Step 4: Edit and Add Visuals
Once the writer is done annotating the audio, they’ll sit down to go over these notes with the videographer. The videographer will then take those notes and begin putting together the final cut of the video (or videos).
In the editing process, the videographer will cut and splice the audio as needed. Then, they’ll combine the audio with a nice cover, on-screen text and any other visuals where needed.
Step 5: Quality Check
Once the editing process is done, the writer will review the final video to make note of any other edits. Make a note to copyedit the onscreen captions and questions. This video relies a lot more on on-screen text.
If everything looks good, you’ve got a sleek audio file video ready to share with your audience!
Conclusion – Video: It’s Not Just for B2C Companies
There are a lot more video formats and ideas out there, but these four B2B video content ideas are essential to have in your content quiver. Having a way to quickly create these four types of videos will add a ton of killer content into your marketing efforts.
Video is here to stay, so it’s about time you start making some videos to boost your content marketing efforts. (And if you need help with any or all of these B2B video content ideas, let us know!)
