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3 Ways to Scale B2B Video Content

how-to-scale-video-content

 

When it comes to B2B video content creation, quality always matters, but quantity is increasingly important to stay competitive.

By now, your business has more than likely moved beyond the question of, “Should I add video into my marketing strategy” and replaced it with “How do I make video a natural, integrated, and strategic part of the way we engage our audience?” 

If you’ve just been dabbling in video, it’s time to step up your game. Marketing data and analytics repeatedly place video in the top three categories of new and booming trends that aren’t going anywhere. From employee communications, to social media posts, to online brand experiences, our daily video consumption continues to increase.

You don’t just need a video. You need video, plural. But how can you effectively scale your B2B video content production to create effective video in a manageable way? Here are three ways to make it happen:

  1. Create Modular Content

Planning ahead should always be a part of the video production process. One surefire way to scale your B2B video content is to create it with modularity in mind.

What do we mean by modular? Essentially, you can modularize, or templatize some of your video content to make it easy to substitute elements in order to better address different goals, audiences, and channels. It’s like one of those nights when you’re too tired to cook, then you remember you have leftovers in the fridge. Throw ‘em in the microwave with a little drizzle of olive oil and a dash of salt, and you’ve got yourself an easily scalable dinner.

For example, you could use the same footage, edited the same way, but apply two different voiceovers, title cards, and calls to action to speak to two distinct audiences. Even using the same video with multiple opening graphics can help you get more out of the video content you already have while still speaking to specific audiences. When we deliver any final video project to a client, we always provide exports of each video optimized to the specific distribution channels (e.g., web vs. LinkedIn vs. Instagram) on which that content will live.

Similarly, whether it’s music, an opening/closing scene, or anything else that repeats in your video, you don’t have to reinvent the wheel each time. This content should be kept at the ready for use by anyone involved in the video creation process.

Create, store, and organize content that is easy to plug and play. You can capture attention, connect with an audience, and deliver a message pretty quickly these days (ask TikTok). When you’ve got this “canned” content ready, it makes it that much easier for team members who don’t have production training to feel comfortable putting that video content together.

Keep some of the following assets on reserve:

  • Audio files such as music or sound effects
  • Opening or closing slides, scenes, or cards
  • Company logo and logo animation, if applicable 
  • B-roll or high-quality stock footage
  1. Use The Whole Team

Leverage video as a medium to share more information. By expanding the types of video your business puts out into the world, you can catch an audience that may otherwise slip through the cracks. You can accomplish this by empowering your entire team to use video in their internal and external communications; create a video culture at your company.

For example, a sales team member could leave a voicemail on a cold call. Or, they could shoot their prospect a video message. By using video, your salesperson has a much better chance of grabbing their prospect’s attention and getting a response. Plus, if you’re using a hosting platform like Vidyard or Wistia, you can track how many people have viewed the video, which parts they’ve watched, and more. It’s beyond novel; it’s far more effective than cold calling.

By providing your team with the right equipment, platforms, training, and motivation, you can give them the tools they need to create video content that not only helps sales, but marketing as well. And those same tools and training can be applied to scaling up employee-generated content for social channels and blogs.

You might face some pushback from camera-shy team members. But much like how employees are expected to create documents, use spreadsheets, and work with internal programs, they should be empowered to capture and share video to improve their productivity, job performance –– and, frankly, make their jobs that much easier.

In short, by establishing a video culture in your company, creating B2B video content at scale will happen naturally.

  1. Build a Set and Make it Happen

If you really want to encourage team members to make video creation part of their workflow, provide a space for them to do it. By having a private, dedicated space with proper lighting and acoustics, as well as available equipment, team members will have the confidence and resources they need to make it happen.

If employees understand the importance of video and have the tools to make it happen, all they need is training. A simple training session can teach video novices how to appear on camera, what to say and how to say it, how long their messages should be, etc. Suddenly, even the most camera-shy employee feels more confident when it comes to creating content.

You don’t need a Hollywood studio lot to pull this off. A scarcely used conference room, storage closet, or the corner of a communal space can do the trick. And while plenty of YouTubers can teach you how to do it right, we also happen to help our clients set up home and office video studios all the time.

Scaling = Saving

By planning ahead, staying organized, and investing in a video culture at your company, you’ll discover that, over time, scaling your video content becomes a natural part of your content creation process. And that can save you serious time, money, and resources in the long run.

For more on how to scale your B2B video content, check out The Video Reformation Podcast episode 24.

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