Video content is an integral component to a broad and strong content marketing strategy. However, executing effective videos takes at least as much planning as creating a high-quality copy.

Those of you who are regular readers know that I like to back up my posts with credible references before diving in:

  • Video is ranked the #1 media type in B2B industry for engaging with IT and business professionals (B2BMarketing)
  • Over 75% of Fortune500 C-Suite executives view video online, and 95% of B2B buyers watch tech-related videos online (LeadGenius)
  • Incorporating video into your marketing efforts increases purchase likelihood by 64% (Hubspot)

The following are several reasons you need to prepare and deliver high-powered video content to attract business leads.

Align Length with Interests

The length of your video impacts whether someone watches. Early on in the research process, a B2B buyer isn’t likely interested in a 10 to 30-minute viewing. Cisco, who has a back catalogue of 1,000’s of video, found their sweet spot to be 60 to 90 seconds for videos on YouTube and 2 to 3 minutes on their corporate site.

An explainer video quickly highlights the compelling benefits of your solution to support content on a web page.

Further along in the buying journey, prospects have an interest in more in-depth videos that integrate demonstrations, testimonials and other features.

Research from Ben Jones, Global Creative Director, Google, who A/B tested the ultimate YouTube video ad length based upon a 15-second, 30-second and 2:17-minute runtime, to measure how people responded to ads and how that impacted the brand, found that:

(1) The 15-second ad was the only one to drive significant ad recall across all three cuts

(2) The longer cuts were both watched more than the 15-second ad, with the 30-second ad the least skipped, and the 15-second ad the most skipped.

(3) If you are telling longer stories, don’t leave your brand to the very end.


Incorporate Testimonials

Testimonials are among the most impactful features in a high-powered video. In fact, another recent study by Ascend2 showed that 51 percent of marketers believed a testimonial carried the most weight in a video message.

B2B buyers search the web looking for answers to problems and prefer to gather evidence before connecting with a provider. A video with perspective shared by a satisfied client typically resonates better with business leads than a paid message with a company spokesperson.

Strong video testimonials appeal to the emotions of a buyer, including a desire for relief or stress reduction. Just as user reviews influence buyer perspective, testimonials enhance the perception of credibility business leads feel toward your company and solutions.

This is a great example of how Slack created the perfect case study in a funny, quirky manner. It is a collaboration between Slack and video producer Sandwich that tells the true story of how Sandwich started using Slack.

Educate and Validate

Tutorials and demonstrations were two other high-impact video features, according to about half of marketers in the Ascend2 study.

Early in the buyer journey, it is important to inform and educate buyers on how particular solutions resolve problems. Tutorials offer a step-by-step perspective on how to resolve a problem and then allow you to deliver an effective call-to-action at the conclusion.

Nothing sells better than a hands-on demonstration of your product in action. Particularly if you integrate real-life prospects or clients, a demonstration proves what you tell buyers your solution can do.

Creative strategies are especially impactful.

video content marketing
The expertise Internal Results has in content syndication supports your company’s efforts to attract leads with video marketing.


The right features and the appropriate length are integral factors in the development of a high-powered marketing video. As is the timing of the introduction of your brand name.

There is no cookie-cutter approach that fits every business. Instead, evaluate your buyer’s journey and interests, and design content that fits their needs at a particular point where content is presented.

You may also want to read our first post in this series: Why You Need To Wow Your Prospects With Video Marketing

Video content is becoming more and more important for content marketers, simply because purchase decisions are not purely based upon rational choice. People, whether in the B2C or B2B world, are human – and humans have emotions.

Video content gives you the opportunity to tap into that emotion and make that all important connection to people.