B2B marketing has its share of common challenges but in most of the conversations we’ve been having with industry leaders, one habitual point that keeps cropping up is how most seasoned marketers claim that B2B marketing cycles can actually be further optimized and improved significantly by taking references from B2C brands and their campaigns, mainly because of the creativity that B2C campaigns are known for.

The B2B technology segment is rapidly evolving, with new age marketers in this domain now looking for more creative ways to drive brand value and recall.

While one big part to the process relies on identifying the right marketing channels to focus on, the other part of the cycle or decision lies in knowing how to capitalize on new content consumption trends to drive deeper impact, faster.

According to research and estimates, about 3.37 billion internet users consumed video content in 2022. Video is easy to use, with today’s new technologies allowing for easier and simpler streaming and loading formats, also, users seem to prefer watching videos about a brand or service rather than reading through a bunch of text.

The adage that pictures speak louder than words is worth adding here, users or target audiences who are shown something unique in a creative content format will have higher chances of remembering who you are and what you do. This is especially true in today’s B2B tech market that is fast becoming crowded with ‘’too much’’ content.

Key questions that today’s B2B tech marketers need to constantly ask themselves should revolve around, what other marketing channels can they use to boost impact, how can they drive creativity in their messaging, what methods are not already utilized heavily by other competing brands. The common answer to most of these can turn out to be video and in turn YouTube, in most cases.

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Here’s Why B2B Tech Marketers Should Now Capitalize on Videos via YouTube More than Before:

YouTube is One of the Most Visited Sites in The World

In 2020, YouTube held the position of being the third most visited site in the world following popular platforms like Google and Facebook. Over the recent years, YouTube has alternated between being the second or most visited site online.

The platform is said to have over 1.9bn logged in monthly users (approximately), the number of these users who belong to a B2B tech marketer’s target segment will be significantly high. Seeing how many studies suggest that end users today prefer online video platforms to live TV or to reading content, these are just some validations to keep in mind when evaluating whether you should use YouTube to drive your content marketing efforts or not.

With YouTube, B2B Tech Marketers Can Boost How They Build and Share Interactive Content

Of course, most brands in B2B tech will have a set of ready collaterals like PPTs, case studies and many other such documents in written formats to share with their target audiences to move them through the buying journey.

But when it comes to content types like product demos, explainer documents, brand stories: videos can actually help the person consuming the content absorb a lot more about the brand in concern within a shorter time frame.

A short video that explains more about your product or service will garner more attention and deeper focus than a 2-pager or other written document.

Complementing text heavy blog posts with Vlogs via YouTube and vice versa is a great way to enhance readability and interactivity on your brand website and give users a better understanding of your core value and offering.

Enriching your overall content strategy and content marketing efforts using videos and then showcasing them via a popular network like YouTube can also boost search rankings, a hidden benefit that most B2B tech marketers may still be missing out on.

Optimizing a YouTube Content Marketing Cadence is Not Difficult Anymore

With users wanting more authenticity in today’s market, brands now need to focus on driving impactful messaging that showcase core values by cutting out the fluff.

Honest videos, Q&A based customer testimonials, brand stories around how you work and deliver on customer expectations, these are just some of the creative ways to drive better marketing efforts with videos and in turn YouTube.

With the array of video tools available that help content marketers create, build, record and edit videos, the process is not as difficult as it might have been in the past. With AI powered tools being added to this mix, this job has become a lot more streamlined than before.

Some of the key aspects that B2B tech marketers need to focus on when considering YouTube as one of their B2B tech marketing channels is posting video content consistently, tracking the right metrics, ensuring they engage with users and other accounts to build a network.

Last Words

An active video content strategy that aligns to a B2B technology brand’s overall content marketing strategy can be very beneficial in driving future growth goals. In short, a strong YouTube presence helps, brands in the B2B tech domain can significantly yield faster results by maintaining a well thought out YouTube channel that portrays the best of who they are.

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