How B2B Marketers Can Create Authentic Video Content

It's hard for me to believe that it's been almost 10 years since the "pivot to video" trend created havoc in the media publishing industry. Then, just five years later, everyone suddenly had to pivot to video for human connection outside our homes.

Since video content has become more ingrained into our everyday lives, it's no surprise that authentic, high-quality webinars have become an extremely effective format for cutting through all the digital noise.

Informa TechTarget research shows that B2B tech buyers are increasingly engaging with video-based content to educate themselves on how to better do their jobs and solve significant business problems. So, it makes sense that within video content prospective buyers to want to see and hear human subject matter experts discuss information.

But to truly create a deep level of audience engagement and drive trust, the content must feel authentic. This means moving away from unfocused, one-size-fits-all approaches and instead tailoring content to meet the specific needs and interests of your audience. If your content's purpose and intended audience are not immediately clear, it will likely fail to engage with your viewers effectively.

There's also a fine line between underprepared and overprepared. Ill-researched video content with too many pauses and "ums" can turn prospective buyers off quickly - killing your chances of any eventual business outcomes. On the flipside, no buyer wants to watch someone awkwardly read off a pre-written script.

Here are seven essential tips to connect authentically with your audience:

1. Think about your audience throughout the entire process. From content ideation to format selection, speaker recruitment, email and social promotions, your target audience should remain top of mind. Are they busy executives who need quick-hitting, actionable advice, or are they creative social media marketers who appreciate great design, clever hooks and a little humor? What challenges typically resonate and what major change agents are impacting the market right now? In the B2B space, having a trustworthy source for gathering timely audience insights, like Informa TechTarget's Market Monitor, enables you to consider their needs, pain points, and interests.
2. Give your content the ideation and planning time it deserves. Establish a realistic timeline for your content team to do everything from researching the topic, developing a strong title and abstract, and allowing ample time for your speakers to prepare so they feel comfortable with the subject matter. We typically recommend beginning the webinar planning process 10 to 12 weeks ahead of your ideal live date to give time for content ideation and development, as well as speaker prep.
3. Feature presenters that are experienced, knowledgeable and genuinely engaged. While not always possible, having standards about who is on camera helps to establish your brand as a credible source of knowledge with viewers and prospects. Ideally, you want to choose someone who's enthusiastic about the subject matter, comfortable presenting, capable of speaking clearly and represents your brand well. It's recommended for newbies to run internal practice runs before they join in on a public or customer-facing video.
4. Think carefully about the technical details ahead of time. Whether you're pre-recording or recording live, do a test-run to assure the presenters' faces are well framed and well lit, their internet connection is reliable, and their audio is clear (there are a ton of great affordable options for microphones these days). Remember that webinars are a visual format, and technical issues can derail all the work you put into preparation.
5. Don't worry too much about trying to speak perfectly. It's actually okay to stumble or mess up here and there - in fact, it makes you seem more human.
6. Play back the footage. Encourage speakers to review their own webinar recordings. Self-review can reveal habits or nuances in delivery that may affect authenticity and offer opportunities for improvement.
7. Analyze webinar engagement metrics (e.g., minutes watched, audience feedback, etc.). Attendee drop-off is a useful metric to track because it helps you identify where you're losing the audience connection so you can change tactics and improve over time.

Learn more about creating authentic B2B webinar content that embraces your brand voice while engaging your ideal buyer.

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