Innovative ways B2B companies can use video content

There’s a common misconception that video content can only be used by “fun” B2C companies. We’re here to put that notion to rest once and for all. It doesn’t matter if you run a B2B or B2C company – we’re all trying to sell to humans. And humans want to be engaged.

If you’ve avoided video content in the past – either because you believe your company is too serious or your product is too boring – it’s time to rethink your strategy. Just look at the success of shows like “How It’s Made” or “Inside The Factory”. Large scale food production might seem pretty boring to an insider, but those outside the company are fascinated by the processes.

Reading an article about how milk goes from the cow to the supermarket shelf probably wouldn’t be anywhere near as entertaining as seeing the processes in action. If you want to engage your B2B customers, you need to find a way to tap into their curiosity. And video is a great way to do this. Here are just some ways you can use video content for your B2B marketing…

Explainer videos

Irrelevant enquiries are a common problem for many B2B companies, so explainer videos could help you to clear up some misconceptions about your products and services. Adding a video to your homepage that clearly outlines what your company offers could be a great way to ensure visitors know what to expect from your website.

What if your FAQ page included video content? Wouldn’t this be more engaging and help to clean up many misunderstandings about the products or services your company offers? Explainer videos are a great way to explain complex concepts to people who might not have an in-depth understanding of your industry.

Summarise your blog posts

We know that users love to see video content, but the search engines are still keen on seeing written content on the page. So, what’s the solution? Summarise your blog posts with a video (or podcast). This gives users the option of how they want to consume the content. Either they can read the post, or they can watch the video.

You can either use video content to summarise the key points in your blogs, or you can use it to create a teaser trailer for social media. Either way, writing your blog posts with a script in mind will help you to make your writing more punchy and impactful.

Company news

If you have some big news to share with the world, you want to give it maximum exposure. Sending out a quick tweet or Facebook post is a great way to ensure your message goes by unnoticed. You might get some engagement on the day, but social media is fleeting by nature. Your audience will soon forget your message as it slips out of sight.

So, what’s the alternative? Sharing your news in a video is a great way to preserve it for posterity. You can upload the video to YouTube and then share it across social media platforms. A properly optimised video should rank for your brand name, meaning you’ll dominate a little bit more of the search results with your company news.

CEO updates

Your CEO should be an industry thought-leader, and video can be a great way to communicate this expertise. Not everyone has the time to write extensive blog posts on a subject, but video content offers a shortcut. Sharing thoughts on your industry, responding to news pieces or simply sharing updates is a great way to add a human touch to your marketing and engage with more people.


Reviews are important for your business. But with the advent of spam review attacks, consumers are right be wary about what they read online. If you want to remove all doubt that a review or testimonial is real, video can help you achieve this. Asking your customers to record video testimonials might seem like a lot of effort. However, it can be mutually beneficial if you plan to share these on social media.

Q&A Sessions

Want to highlight the talent within your organisation? Hosting Q&A sessions with key people in your team is a great way to answer questions. It also allows you to shine a light on your company superstars. Some people hate being in front of a camera, but some people truly shine when given the chance.

Upgrade your content marketing and give yourself something really useful to share on social media by hosting a Q&A session. If you have a strong social media following, you could also host this live and ask for audience participation.

If you want to get started with video content for B2B companies but aren’t sure where to start, you can find out more about our video content production services here.