• September 23, 2023

To maximize and scale your existing business to business (B2B) video content is key – especially during this time. With all the focus on an upcoming recession, companies are looking for ways to cut back their spending, especially when it comes to marketing. But is this the right choice? The 2008 recession saw companies cut ad spending by 13%. Yet many studies show that tightening up your marketing budget during a recession does you more harm than good.

Seems odd, right? But here’s the deal.

Companies who continue to create B2B video content during an economic downturn are more visible due to less overall output in the market. Plus, companies are more likely to make a lasting impression when the market becomes flooded again. Take 2008 recession for example, companies who continued to advertise during the two-year recession saw 256% higher sales than their counterparts post-recession.

So, how do successful companies continue to push out content and thought leadership during a recession? Videos. Lots of videos.

Video marketing is one of the best and easiest ways to connect with your audience. It’s also a great way for consumers to retain information. Viewers retain 95% of a message when watched on video compared to only 10% when read in text. The click-through rate with video is almost 96% as well, and viewers share videos 1200% more times than text AND links combined.

The takeaway? People love videos. They are highly shareable, and shorter videos (even the ones that take less time to watch than brewing your morning Nespresso coffee), can pack a powerful punch when done right. 

So here are 3 tips to scaling B2B video content:

#1: Create all your branded videos in-house, instead of outsourcing video creation.

As video is increasingly becoming the #1 way to consume information, the amount of videos needed to produce increases significantly – but so do your costs: time, resources, and effort.

When outsourcing, 14% of companies say their marketing team spend between $7000 – $10,000 to produce a single marketing video and usually have a minimum of 2 week turnover. And not to say that video is not essential – over 90% of marketers say that video is essential in a B2B content marketing strategy and its ROI value increases significantly each year. But not all videos will have the same ROI and can cause companies to make costly mistakes when it comes to outsourcing.

By creating videos in-house, you’re able to create specified content in less time by having video content created your way, on your time, and in your brand voice. After all, a marketing/creative team armed with more than one smartphone, a video creation software, and a vision can still produce great footage. And, you can freely explore your own branding and stylistic choices – taking bigger swings at different pieces of content that are more brand specific. Stand out by being your truly authentic self!

#2: Invest time in creating video templates and repeatable structures.

So, you’re probably wondering …. “How can I create a ton of great performing yet creative branded video content that can easily be reused? And how can everyone create consistently branded videos?”

Pretty long-winded question, but a great one nonetheless. Truthfully? It all starts with decentralizing your content and using video templates – or another word: video skeletons. They are flexible templates compiled of unique scene designs that can be adapted to your business needs. Like this B2B video below:

Using a series of branded scene designs pre-populated to help you create specific video types, you can add, remove, or change scenes as often as you like without starting the entire video creation process from scratch. These handy dandy video templates help break through any content bottlenecks, easily scaling your B2B video content as you set up repeatable structures for various campaigns or videos to speed up production time.

And when you include your entire team in your video creation, from sales to marketing, to IT and HR, you open up a world of creative possibilities. Branded video templates allow you to complete tasks more quickly, so you can create awesome, share-worthy B2B video content.

#3: Repurpose and circulate your B2B content.

Now that you have a whole arsenal of video creators, structured video templates, and multi-media content – you’re set for the next eternity! Maximize your mileage and get the most out of your B2B video content by promoting, repurposing, and circulating your current content.

Repurposing content isn’t using the same points and creating a video, blog, and instagram carousel. It’s about reusing the same piece of content, but finding different nuggets of information to use and focus on.

For example, if your blog has 3 main points, create a video overview of the blog. OR create one video for each point- that’s 3 videos! And those 3 videos alone can be reused for social media or sales outreach. And easily, those 3 videos can be remade into an instagram carousel.

Honestly, Justin Simon says it best, so I’ll just leave this here for you to see 👉🏼

OK AND IF ALL ELSE FAILS.. You could learn the “Hi, I’m Dory” dance for guaranteed TikTok stardom. Just kidding! Your triumph over scaling B2B video content is just around the corner. And it won’t cost you an arm and a leg to get you there – maybe just a little bit of UMPH. 💥🥊