Gaining Traction with Video Content

By Sander Biehn | May 2, 2018

Sander Biehn is founder and CEO of Thought Horizon, LLC. After a successful career in sales at AT&T, he founded his company in 2013 helping organizations to build, manage and succeed using social selling.

Video content of varying quality has rushed onto the web trying to grab eyeballs in an escalated game of content marketing. B2B brands of all types are jumping in where they previously feared to tread.  Why? The answer is twofold. First, the stakes have risen for B2B brands who wish to create content that will generate leads and sales online. Second, video represents a compelling and often remarkably quick/inexpensive way to reach a narrow audience.

Great. So, you are sure video is the way to go, but how do you create the right kind of video that will get you what you want? It may seem like a matter of budget, but I am here to tell you I have seen some big budget video production that has landed with a rather dull thud in the market. Conversely, I have seen amateur videos about extremely technical topics go viral.

Here’s a quick guide to 3 different types of video you may want to consider along with the associated costs and complexity of doing each:


No matter if you are covering your industry’s largest trade show or interviewing attendees at a customer forum, events are the action-movies and thrillers of the business video genre.  Filming at events is fun and spontaneous. Capturing footage of customers and company executives interacting is priceless. The downsides are that this footage often needs a lot of editing and getting good lighting can be challenging if you are doing this without a professional crew. If you are looking to experiment, events can be a great place to do that. Give it a go! The worst thing that can happen is the footage won’t see the light of day.

Talking Heads

Whether it’s customer testimonials, your product team, the CEO or paid talent one thing is for sure, we are fascinated with watching and listening to other people talk.  This is my favorite video genre. It combines spontaneity with the predictability of a studio setting. You will have the largest chance of success with interviews.  Additionally, the price points can be significantly lower depending on who you hire to do the filming. Finally, it is easy to produce a lot of video content this way. A typical well-run hour session can yield 10-20 short videos of your corporate thought leader.

Animated Product Descriptions

Colorful and immediately engaging, these cartoon-like videos lay out customer problems and how product solutions can solve them. Of the three kinds of video discussed here, these videos are the most scripted and usually the costliest to produce. Production times can range between 3 weeks and 6 months depending on how much editing and refining is desired. While these videos on first blush seem creative and fresh, they can also feel like a tired retread of the last product description video you’ve bumped into online. Done well these videos can be a bell weather for prospects, customer, and investors. Done poorly they can become a boat anchor asset that sits front and center on your webpage and soon become outdated and stale.

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