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By Tom Wozniak, Head of Marketing – published on Business2Community on 8/3/20

Video is widely recognized as one of the most powerful tools for marketing and communication. Having put together various types of video marketing programs for multiple companies over the years, I’m a big believer in the effectiveness of video as a tool in your content marketing program.

Below are four types of videos you might consider for your company. None of these ideas are unique. In fact, they are fairly standard in some industries. But, they are commonly used because they are also effective. So, as you’re building out your video content program, consider one or more of these as a starting point.

Client & Partner Interviews

This is particularly powerful in the B2B arena, where your company, your clients, and your partners are all likely interested in building awareness and marketing themselves. This makes client and partner videos a potential win-win for both your company and the other organization being highlighted in your video.

At the same time, it’s good to remember that a lot of companies use video for this type of content. Whether it’s consumer brands, with videos of their customers saying great things about their product or service, or business-to-business brands making longer testimonial videos – this is not a novel idea. So, if you’re going to go down this path, you should think about how you can make your videos stand out from typical examples of a client or partner interview in your own industry or particularly from your competitors. What can you do to add your unique spin on the concept? Just be sure that whatever approach you take lines up with your company’s brand image and its personality and culture.

My company recently released a partner interview series that has generated a lot of great feedback and buzz in the industry. Our approach to making them stand out was to keep them very conversational, ensure that our partners got a chance to talk about their companies, and then deliver extremely professional production values.

Team Member Videos

You’ve probably seen examples of these from big consumer brands in TV commercials and they are also very popular in the B2B arena. The goal is often to put some personal touch to a company’s brand image in the market. Do your clients regularly talk to a dedicated account manager or sales rep? Then, creating individual team member profile videos can be a great way to continue building rapport with current clients, and they are also a useful introduction for brand new customers.

Whatever approach you take to these types of team member videos, make sure it’s authentic to both the team member and your company’s personality. Humor can add a fun element to these types of videos, but make sure it isn’t forced and that it’s true to who your team members are and how they are perceived by your clients.

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