In “B2B Content Marketing: 2015 Benchmarks, Budgets and Trends—North America,” released by the Content Marketing Institute and MarketingProfs in October 2014, B2B marketers pointed to video as one of the top three most effective content marketing techniques. And it’s no wonder. The typical time-starved businessperson, doing research at the top of the consideration funnel, grabs a moment to watch a video because he or she is hoping to learn something quickly.
Informational videos must therefore be short—if you don’t grab their attention in the first 20 seconds, you’ll lose them, marketers say. So, the video should be about one particular business need for one type of viewer at a particular stage of the buying cycle.
“Video works at every stage of the buyer’s journey, from the awareness and consideration phases all the way down through driving leads and adoption,” said Mark Yolton, vice president of digital at Cisco Systems. “Our video and webcast content last quarter generated about 1,200 net new names … and $13 million in sales-qualified leads.” Read the rest at eMarketer.