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More than 75 percent of organizations actively engage in B2B video marketing. Brevity is the key to developing effective B2B video content. Videos designed to market B2B products and services need to grab a viewer's attention within 20 seconds. The most successful B2B web video marketers create content that is focused on a particular business need during a specific purchase stage.

Business-to-business marketers need to be making online videos -- one of the most powerful marketing tools at their disposal, according to a new report from the Content Marketing Institute. Video is one of the top three most effective content marketing techniques, because B2B decision-makers usually have very little time, the survey of business marketers found. When researching potential purchases, decision-makers often turn to video because they can get quick and understandable information about the product they’re considering.

According toeMarketer’s analysis of the Content Marketing Institute’s survey, businesspeople are looking for three things when researching business purchases: “what a brand or business does, what its competitors do, and what people say about the business.”

More than three quarters of B2B marketers now use video, and 60% rate it as effective, behind only in-person events, rated by 69% as effective, and webinars and webcasts at 64%. About 70% of these marketers say they are creating more content in general than they did a year ago.

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