The same is true for serious content, and interesting content is one in a million.
The American Content Marketing Institute has just released the 20 16 North American B2B Content Marketing Benchmark, Budget and Trend Report. The report believes that the trend of diversification of content marketing forms is very obvious. 79% of enterprises use video to convey brand information, which is a leap-forward growth compared with 20 15.
What is the biggest challenge for B2B content marketers? The answers to this question are "making attractive content" and "continuously generating content". How to continuously produce good content is the biggest headache for B2B marketers. You may say, yes, B2B should do a good job in content marketing, and good content should tell stories. I know that, don't I? !
Today, we want to tell you that it is not enough for content marketing to make short videos, and short videos with stories are not enough. Short videos with stories and series are the marketing medicine for B2B enterprises.
Just recently, GE USA released a series of short videos (currently 6 videos), showing the scene of GE engineer Sarah introducing her work to her family and friends, and telling the public about GE's corporate mission from the perspective of employees in easy-to-understand language.
Sarah: GE's engine can realize intelligent communication?
Sarah's friend immediately turned to the machine: hello?
Sarah: er ... not this kind of communication (= =)
Each video in this series is short, concise and has a clear theme. Geek-like humor is impressive, and the branch videos are interlocking, forming a relatively perfect drama series, telling all aspects of the enterprise.
Just two weeks after its launch, it has been broadcasted more than 70,000 times, which is a very good result compared with the hundreds of thousands of broadcasts of other B2B companies on Youtube channels. ?
This series of short video modes with stories is actually not Ge's first attempt.
Last year, GE America published a set of "what happened to Owen?" The series of short videos tells an interesting conversation between Owen, a young engineer who just joined the company, and relatives and friends who don't know Ge.
Does that sound familiar?
Yes, not long ago, GE China put "My job is to make the world a better place" and "Let the machine talk" in the WeChat friends circle advertisement. This short video advertisement is a remake of this series! !
Let's take a look at three advantages of this series of short videos with stories:
1, the story has a strong sense of bringing in, making abstract information concrete.
It is not a rigid story about product advantages, nor is it a slogan to instill concepts. It is an immersive experience brought to users through the true stories of third parties.
The instant feeling and emotional contagion brought by this experience will help to arouse the interest of potential customers, increase their brand perception of the enterprise, distinguish it from other competitors, and then affect the purchase decision. IBM and Dell, who know this well, have circled a large wave of accurate customers with specific stories? .
International business machines Corp.
In order to promote an enterprise-class software Maas360 for securely managing mobile files, IBM made three short films in the style of Star Wars.
"Star Wars-Mobile Threat"
(translation: the battle for the movement of interstellar outposts)
IBM cleverly arranged to upload the Star Wars movie to Facebook before it was released, and organized internal employees and partners to participate in the interaction.
Its story suspense and geek-style black humor, which are in the same strain as Star Wars, have won the favor of IT people and have been continuously searched and played until now. Three videos have accumulated 270 business clues, and the mailbox opening rate is as high as 22%. ?
The half-drunk guard mistakenly sent the confidential document to the villain as a recipe with the same name (= =).
Dale?
Dell has released a series of "Future Ready" short videos, which tell the warm story of a doctor using the advanced medical technology provided by Dell to save a little girl named Amy in the near future from the perspectives of doctors, parents and little girls, bringing the audience into the imagination of the beautiful science fiction world created by the brand.
In addition, this series of stories also introduces irrelevant articles, such as shooting tidbits and interviews with technicians behind them. Just like the eggs in TV series, these auxiliary videos have also received good attention from users and played a great role in consolidating brand image and promoting product features. ?
2. Short video information is refined enough to be easy to remember.
3 minutes, 1 minute, and then 30 seconds, as long as a single short video can make a point clear and impressive, it is enough. Complex information can be explained one by one through a series of short videos, without worrying about the choice of information points.
Zendesk
Zendesk is an American customer relationship management software company for large enterprises and institutional customers. Its short video "The Relationship is Complicated" teased the complexity of the relationship between enterprises and customers, and then explained the necessity of Zendesk software.
These three short videos are all 16 seconds, focusing on the story conflict of a small scene. They are short and pithy, distinctive in style, playful and humorous, and have been played more than1.4000 times, which has brought enough brand exposure for Zendesk on social networks. ?
3, continuous update-bring higher user stickiness.
I believe that friends who have chased TV dramas feel the same way. A series of videos that are constantly updated and connected with the series will bring user stickiness. The data shows that users who are interested in a video will habitually watch the same type of video, and at the same time promote the quality and quantity of information transmission. ?
Intel Corporation of the United States (one of the Fortune 500 companies is famous for producing CPU chips)
Intel's "Amazing Experience" series of short videos tells the application stories of1kloc-0/cutting-edge technology in various fields of social concern, such as art, fashion, health and environment. It is worth noting that it has been continuously updated on Youtube for half a year. Every time a new short film is updated, it will always drive the growth of the previous video. At present, the total broadcast volume has exceeded 1.2 million.
Short videos with stories and series, which adopt the most popular content expression form at present, are close to users, easy to express information and strong in sustainability, and will occupy an increasingly important position in a marketing activity, especially for B2B enterprises.
If you are a brand marketer in a B2B company, do you know what to do?
1. Keep pace-upgrade from graphics to short video
2. The video should be short and not long, within 3 minutes.
Stories are necessary, but more importantly, stories are continuous and series.
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