Video content is slowly marking its place in the B2B sector, with more companies each day integrating video into their marketing strategies. With the popularity and benefits of video becoming apparent, competition is quickly becoming fierce between companies in the B2B sector, who are using video as a strategy to build relationships with their online audiences.

But with this growing competition, it brings forward the issue of how any video content can stand out from the crowd. So, how do you ensure that your video doesn’t become background noise? Or gets lost in the sea of video content?

Well to begin, your video content should have a strategy. You need to know where your video is going, who it is targeting and what is the message. Without these key elements, it is almost guaranteed that your video won’t stand out from the crowd.

It is no secret that creating original and interesting content can be hard, and with so much content to choose from, it’s hard to tell where you should start. But sometimes, the answers to these questions are easier than they seem. We’ve broken down our approach to three key steps to show how a thought-out strategy provides successful video content:


1)  Choosing your content

  • Look through your previous content, and determine which content isn’t clear, or hasn’t achieved the engagement or leads you were hoping for.
  • Next, check there is a high demand for the topic of your video. If customers don’t find your video relevant or interesting, they will be less willing to watch, learn and participate.
  • Make sure your video content is recognisable to your brand. It is important that your video is clearly associated with your brand. Using your company colours is a good way to make sure your video content not only stands out, but helps your customers recognise you.

2) Respect your Audience’s Base of Knowledge:

  • Often videos make the common mistake of assuming their audience’s need to know everything about the product and their brand.
  • Understanding your audience’s knowledge is key to considering the type of language you use. It is important to talk with your audience, rather than down to them. Create your video as showing how the product feels to use, rather than every detail of how the product works; How-To videos are often suggested as content which provides your audience with a lot of value.
  • Respecting your audience’s base of knowledge is key to ensuring you don’t commit content overload (A key problem viewers face) and makes sure your audience stays engaged.

3) Know What You Want to Achieve and Attract your Audience’s Attention

  • So, you’ve chosen your content, you know the approach your video is going to take. Now, how do you gain your audience’s attention?
  • First, you need to know what you want your video to achieve. Is it informing your audience about a new product? Gaining new leads? Promoting a new service?
  • Once you have your set goal in mind, the decision arises of the best way to attract your audience’s attention.
  • Building a personal connection with your customers over time, is a good way to form relationships, ensuring you begin with a circle of supporters when releasing new video content.
  • It is also suggested that videos with a dash of personality, especially featuring human faces, are more likely to grab a customer’s attention, as they include a vital human connection which the audience can relate to.


So, there you have it, the 3 (almost simple) key steps to creating a video which can stand out from the crowd. Although they are the basic things to consider when creating video content, these three stages will point you in the right direction and help narrow down how to create video content that is original, compelling and most importantly successful.

Why Not check out how we present our Four-Step Process at Napier through video