B2B Content Marketing Trends 1: Video Content Yes, video content is expensive and yes, it’s worth it. Many B2B companies are unable to see the value of videos because they stumble on achieving key buy-in from decision makers. B2B companies need to look beyond the initial cost of hiring a new videographer and look toward the opportunities they’re unlocking. According to the Aberdeen Group, digital marketers who take advantage of video marketing earn an average of 66 more leads per year. For B2B companies with a high customer lifetime value, that's a whole lot of content marketing ROI.
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B2B companies can leverage the trend in video marketing to drive leads and also illustrate a more personable side of their brand. B2B companies often sell complex products or services and it’s becoming increasingly important to be perceived as approachable and personable. Live video is a great way to give prospects a behindthe-scenes look at the people behind the logo.