Wendy Covey
Video is growing rapidly in its importance within the content marketing mix. So why haven’t marketers gone all in? Listen as we debate authenticity v. slick production, and discover easy-ish, low-budget ways to create and manage technical video content that will earn trust with technical buyers.
As a degreed Systems Design Engineer turned software developer turned marketing executive, Tyler Lessard knows a thing or two about the life of a marketing professional at a technical company. He understands the importance of earning buyer trust, and is passionate about the ability of video content to do just that.
B2B buyer behavior has changed over the past two decades, shifting online. With it, buyers expect content packaged in ways that they find most helpful, and more and more they turn to video. For example, is it more engaging and enriching to read about a product with flat pictures, or see that product in action in context of the application?
In TREW Marketing and IEEE GlobalSpec's 2020 Smart Marketing for Engineers research report, we found that the vast majority of engineers spend at least one hour per week watching video. For younger engineers (35 and under) the number is even higher, with 44% spending 3 hours or more engaging with video.
So what is holding B2B marketers back from going all in on video?
Tyler and I discuss how to create easy, accessible, low-cost videos that are authentic to your brand for both marketing and sales purposes. We also talk about how video technology platforms such as Vidyard help marketers to host, manage, and measure the effectiveness of their video content assets.
To continue learning more about about video, explore our Video Marketing Getting-Started Guide.
Resources
Wendy Covey
Wendy Covey is a CEO, a technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America, and she holds a Texas fishing record. She resides in a small Hill Country town southwest of Austin, Texas, where she enjoys outdoor adventures with her family.
About TREW Marketing
TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.