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Junwoo
2024-03-27 13:44:00

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Effective Content Marketing Strategies for B2B Companies

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The Changing Trends of B2B Marketing: Back to Basic

Recently, content marketing is regaining attention in the B2B marketing industry. Initially, B2B companies had poor advertising performance, but this was exacerbated by changes in advertising policies by Google and iOS. As a result, the return on advertising spend (ROAS) expectations have decreased even further.

According to HubSpot's Marketing Report for 2024, 50% of marketers plan to increase their investment in content marketing this year. Additionally, the trend of focusing back on content marketing among corporate marketing professionals is growing alongside the growth of video platforms like YouTube and TikTok.

Ultimately, there's a recognition that returning to the basics of content marketing is an effective way to increase brand awareness and build relationships with potential customers in the long term.

Even though content marketing might be challenging in the short term and time-consuming, the current digital marketing environment has formed a consensus that it is the best choice.

Why Focus on Content Marketing?

Why should B2B companies focus on content marketing? Content marketing isn't just an activity to promote products or services.

Content marketing means providing useful and relevant information to potential customers, thereby building trust and authority for the brand. If marketing activities are defined as actions to strengthen our branding and gather our fans, it is the most fitting marketing strategy.

Typically, content marketing involves search engine SEO through blogging, and nowadays, YouTube SEO is also being considered. Regarding YouTube SEO, please refer to how the VideoStew team handles YouTube SEO posting.

Starting with maximizing our online exposure opportunities through content marketing is just the beginning. Ultimately, you want to build credibility for your brand through informational content that your target desires, connecting you to the loyal customers you want.

In the same vein, that is why I am writing this post related to VideoStew. If you are curious about cases where content marketing has been successfully carried out through VideoStew, you can take a look at VideoStew use cases.

Video Communication: The Era of Video Content

Video content is currently one of the most popular types of content. You can easily come across expressions like "the heyday of short-form content" in recent articles.

The reason video formats are popular is that they have a higher chance of delivering your message completely to the customers. According to a study by Wistia, the completion rate for videos under 2 minutes is 87% on average, whereas the average completion rate for online articles does not reach 40%.

Moreover, the fact that it can provide the most detailed information within the time your target can concentrate also plays to its advantage. According to John Medina, the author of "Brain Rules," people can remember only 10% of what they read but can remember up to 65% when presented with an image. (Reminds me of using mnemonic devices to study in school…)

There's no doubt that video is an extremely effective way to convey your brand message.

Choosing a Video Editing Solution for B2B Content Marketers

However, video editing is a tremendously time-consuming task. It requires a significant investment of your most precious resource: time.

In situations where you have to handle various tasks such as content creation, keyword management, and performance analysis all at once, spending too much time on video editing is not wise.

The more time you spend on video editing, the more you hope that each piece will be a hit. But always keep in mind, there's no shortcut to content marketing. Therefore, video editing should be strictly seen as a means to achieve our marketing goals, establishing the most efficient workflow is crucial.

When considering a video editing solution, it's good to take into account the following factors:

  • What format am I trying to create?
  • Familiarity with timeline-based editors like Premiere
  • Time invested in content planning and weekly distribution plan

Ultimately, content marketing must ensure sustainability for success, and these are the aspects you certainly need to consider.

What Format Am I Trying to Create?

The first thing to consider when choosing a video editing solution is the format of the video you want to produce. Generally, it can be divided into shot-based content and non-shot-based content.

For shot-based content, since you need to edit actual video clips, functions like trimming, cut transitions, and audio adjustments are essential. In such cases, timeline-based editing tools like Premiere, Final Cut, or CapCut are suitable. These tools provide various functions that allow for detailed editing of the footage.

On the other hand, for converting blog posts into videos or creating informational content in presentation format, complicated timeline-based editors are unnecessary. Instead, slide-based video editing tools like VideoStew can be more efficient. These tools are simple to use and offer templates, allowing for quick content creation.

Familiarity with Timeline-based Editors like Premiere

Another factor to consider when choosing a video editing solution is the user's proficiency with the editing tool. Especially, professional timeline-based editors represented by Premiere, with their variety of functions and complex interfaces, can be difficult for beginners to operate. For a comparison of the pros and cons of timeline and slide-based editors, please refer to choosing the right video editing program for you post.

If you have no experience with timeline-based editors or find it difficult to allocate time for learning such tools, choosing an intuitive and easy-to-use tool is advisable. Generally, slide-based video editors are more intuitive because you can visually see each scene, making it suitable for users unfamiliar with editing tools.

Of course, if you aim for professional-level video editing, learning to use timeline-based editors can be beneficial in the long term. However, if your time and resources for content creation are limited, focusing on content planning and production rather than spending excessive time learning editing tools can be more effective.

Time Invested in Content Planning and Weekly Distribution Plan

The last thing to consider is the time you can invest in content planning and your weekly distribution plan. For consistent content marketing, regular content distribution is important, and this requires an efficient production process.

If you aim to distribute one piece of content daily or two to three pieces weekly, you need to allocate a certain amount of time every day for content planning and production. If the format requires shooting and complex editing work, even weekly distribution can be burdensome. Therefore, focusing on non-shooting-based informational content and utilizing efficient production tools like VideoStew can be helpful.

Using slide-based video editing tools allows for quick video conversion of blog posts or presentation materials. Utilizing templates and automation features can further reduce production time, allowing more investment in content planning and ideation. Experiment with creating the same video with Premiere, Filmora, and VideoStew to see the productivity of VideoStew for yourself.

Conclusion

The core of B2B content marketing is delivering value to potential customers. Considering today's marketing trends and environment, video content is a great medium for value delivery. However, video production is not easy.

Through VideoStew, streamline your video editing workflow as much as possible and maintain consistency. Excellent content marketing begins with establishing a system that allows for continuous updates without burning out.

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