Most of us realize the immense potential of video marketing as a tool for communicating with our digital audiences. We love to put video on our homepage as an introduction to our brand and product or service offerings. But how many of us stop there?

Michael Litt wrote a great post on this tendency, pointing out that “a lot of B2B brands create top-of-the-funnel explainer videos and call it a day.” He goes on to say, “this is a huge mistake as a worthwhile video certainly doesn’t end at the top of the funnel if you’re trying to realize ROI.” Considering the amount of exposure and engagement video achieves, ways to structure and achieve a good video content mix merits a discussion. A good content mix, one that appeals to buyers at varying stages of the buying cycle, can make the difference between a good use of video and a phenomenal use of video – not to mention a huge boost to potential revenue.

A few things we’ll explore in this article

  • How much of your video content mix each stage should consist of
  • What video content for the top, middle and bottom of the funnel looks like
  • Where to find video content ideas when you’re at a loss

How Much Video Content Should You Produce for Each Stage?

Michael came up with a good distribution we agree would serve B2B marketers well. Try for:

Top of the Funnel: 40%

Introduce your company. Tell them who you are and what you do.

Middle of the Funnel: 40%

Differentiate your company. Explain how what you do fits into what they need. Explain how your company’s products or services stack up against that of others – how they compare, are better and/or different than solutions offered by others.

Bottom of the Funnel: 20%

This is where you close the sale. Restate why choosing you is a good idea. Justify the investment in terms of ROI. Answer any lingering questions.

Top of the Funnel (ToFu) Content

Top of the Funnel Video Content might include:

Introduction/Explanatory Videos: These are videos that explain who you are and what you do. They are more geared toward awareness and understanding. These help the customer understand who you are and what you can do for them at the most basic level – your company’s 30-second about? me or elevator pitch.

Video Interviews: These might include interviews with founders, employees or others that can speak to your company’s expertise. These videos give you a chance to help your audience learn a bit more about how your company can help theirs.

Just for Fun Videos: Some of the most enjoyable and engaging company videos say nothing about their products or services…but everything about their people. Post videos of the company marathon team, that softball game or an employee’s birthday celebration. At the end of the day, people really do buy from people they know, like and trust. Video goes a long way in fostering this kind of relationship.

Middle of the Funnel (MoFu) Content

Here is where you help customers evaluate your solution and begin justifying the investment.

Hearing from Others – Case Studies and Testimonials: Spotlight past successes with videos that focus on one client or customer who benefited from your products or services.

Explanatory: A key question for many companies is, how will your solution fit into and with my existing processes, procedures and programs? Create videos explaining how your solution can and will integrate with their existing structures.

Bottom of the Funnel (BoFu) Content

Address any lingering roadblocks to purchase and follow up as appropriate.

FAQs: Answer common questions or concerns that customers often bring up before purchase. This can be a good way to make that last nudge to close the sale.

How-To Videos: People will run into questions or concerns after they buy. Create videos that address the most common concerns that customers encounter. Creating a resource library on your website and alerting customers to its presence (via email, social media, etc.) can go a long way for your support and customer service efforts.

Video Content: Ideas and Inspiration

At a loss for what to include in your videos? Take a look at your written content and provide it in video form. This could include:

  • FAQ section on your website
  • Case Studies
  • Ebooks
  • Tip sheets
  • Guides
  • Whitepapers
  • Product Specification Sheets
  • Checklists
  • Sales Collateral
  • Blog Posts
  • Employee photos of company events (sports, volunteer, internal) – bring a video camera next time!

Other sources for inspiration:

1) Third party content explaining industry trends or new developments
2) Employees

  • Ask them what common questions/concerns crop up for clients.
  • Ask about company visions, values, culture, etc.
  • Interview people from different areas: marketing, sales, tech support, partners, etc.

3) Customers

  • What questions and considerations did they have pre-purchase?
  • What questions and considerations did they have post-purchase?

For more on creating content for all stages of the buying cycle, check out this blog post.

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