Behind every business, whether B2B or B2C, there are actual humans making decisions. Those humans have emotions, and if we as marketers are making video content, we have to keep this in mind.
Christina calls it, B2H, business to human.
“I do really feel like at the end of the day, you’re selling to that end individual,” says Christina Minshull, founder of The Brand Audit. “What works really well is tapping into those emotions, tapping into those wants, those needs, those fears even.”
Christina Minshull, founder of The Brand Audit.
In this episode of Supercharge Marketing, Christina talks about what types of videos drive meaningful results, why you should think about how you’ll measure success for your video content before you create anything, and why polished, corporate videos are a thing of the past for B2B businesses.
About Christina Minshull
The Founder of The Brand Audit, a brand agency that incorporates art, science, storytelling and spreadsheets to help tell brand stories. With 15+ years of marketing experience at B2B & B2C brands in 6 diverse industries, her expertise lie in brand strategy, digital strategy, and social strategy.
She believes that brands need to put on their listening ears before they start creating video content. And the best way to create videos that resonate with your audience is to understand their wants and needs.
“We’ve seen a lot of brands really die off because they haven’t been listening to their customers,” she says. “They haven’t been adapting to their wants and needs in a meaningful way.”
What you will learn:
- how to incorporate science and art into brand storytelling
- why raw and authentic video is better than polished and commercialized
- what types of videos drive meaningful results
- what visual velocity means for marketers
Why you should care:
- implementing a measurement strategy is arguably more important than content creation
- video content only works if you’re tapping into emotions and connecting
- whether you’re B2B or B2C, we’re all human
- millennials are leaders, how do they consume content?
This episode of the Supercharge Marketing podcast is available to listen to on all main streaming platforms including Spotify, Apple Podcasts, Google Podcasts, Amazon Music and more. Listen here.
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