𝗗𝗼 𝘄𝗲 𝗿𝗲𝗮𝗹𝗹𝘆 𝗻𝗲𝗲𝗱 𝗺𝗼𝗿𝗲 𝘃𝗶𝗱𝗲𝗼? SalesIntel.io Marketing Director Ariana Shannon says Yes! And we couldn't agree more. But she warns that building more video for the sake of 𝘮𝘰𝘳𝘦 will achieve nothing and distract your team. Articulating what you need video to accomplish for your business is key. (And #AI tools have given us an advantage here. 🤖 ) Check out this podcast (link in comments) to hear how she creates smart, effective video content focused on the audience and business goals, not just for the sake of 'more video'. Her perspective on planning video content with business objectives that also serve her brand marketing goals is 👏 Some highlights for us: 1️⃣ Brand video vs. Demand video? Why not both? The current B2B marketing trend of short-form social content can act as demand gen video disguised as brand video that evokes your voice and culture. Win-win! 2️⃣ There is no way around not using video today: People (and buyers) are watching over reading, which requires video to be integrated into every campaign. Whether video is the whole-strategy star of the campaign or a supporting promotional piece, people expect it. With all the low-cost production tools and software in market, there is no excuse not to deliver on video. #videomarketing #B2Bmarketing #demandgen
What do you do when you're told, "We need more video!"? Benjamin Ard sat down with marketing content expert Ariana Shannon on the Content Amplified podcast to figure out how to address this question. Here is the process she recommends. 1) Clarify the Objective Ask what the videos need to achieve. Is it about getting more customers, teaching them something, or making the brand more known? 2) Define the Audience and Purpose Figure out who you are making the videos for and what you want the videos to do for them. 3) Assess Current Resources Look at what you have—money, equipment, and people—and what you might need to make the videos. 4) Develop a Content Plan Make a plan that lists the types of videos, key messages, production schedules, and how this fits with the overall marketing strategy. 5) Focus on Quality Within Constraints Try to make the videos as good as you can with what you have. Make sure the sound and picture are clear. 6) Tailor Content for Specific Platforms Make content that fits the platforms where it will be shown, keeping in mind the different audiences and requirements. 7) Use Feedback for Improvement After the videos go live, look at how people react and what they like to make better videos next time. 8) Integrate Videos into Larger Campaigns Make sure the videos work together with your other marketing activities, leading people to more detailed content like articles or reports. Listen to the full interview here: https://lnkd.in/gUH8sCuk #marketing #video #interview #podcast