On this episode of Content Logistics, host Baylee Gunnell explores authentic B2B video marketing with Chad Fortenberry. Chad, Director of Production at Massive Mission, emphasizes the power of video to build trust and boost conversions. He explains why polished videos aren’t always best. Instead, he advocates for genuine storytelling that connects with viewers on an emotional level.
Chad highlights the importance of addressing customer pain points and showcasing solutions, rather than just listing product features. He offers practical advice for creating authentic video content, even with limited resources. He also touches on using AI in video production and how to maintain a human touch.
Baylee and Chad discuss repurposing longer videos into bite-sized social media clips to maximize reach. They explore the effectiveness of behind-the-scenes content and customer testimonials. Chad encourages B2B companies to make video a core part of their overall marketing strategy.
Featured Guest
Name: Chad Fortenberry
What they do: Director of Production
Company: Massive Mission | Instagram
Noteworthy: Video marketing and content strategy expert helping B2B brands create impactful, authentic video campaigns.
Featured Guest
Key Insights
Authenticity Trumps Polish
Effective B2B videos aren’t just about showcasing features and benefits; they’re about telling compelling stories that resonate with viewers on an emotional level. Focus on the challenges your audience faces and how your product or service provides solutions. By highlighting customer pain points and demonstrating empathy, you can create a deeper connection that transcends a simple sales pitch. Remember, purchasing decisions are often influenced by emotions, so tap into those emotions through compelling narratives that showcase the value you provide.
Repurposing Content Maximizes Reach
Creating high-quality video content requires time and resources. To maximize your return on investment, repurpose longer videos into shorter, digestible snippets for various platforms. A single podcast episode, for example, can be transformed into multiple social media clips, blog posts, and even email newsletter content. This strategy expands your reach and ensures your message gets seen by a wider audience. By repurposing content, you can also tailor your message to different platforms and target specific segments of your audience.
Video is a Versatile Tool
Don’t limit video to just one part of your marketing strategy. Integrate it throughout your entire campaign, from SEO and social media to paid advertising and internal communications. Video can enhance your website, boost engagement on social media, and even improve internal training and communication. By embracing video’s versatility, you can create a more cohesive and impactful marketing strategy that reaches your audience at multiple touchpoints.
Episode Highlights
The Power of Imperfect Videos
Perfection can be the enemy of progress, especially in video marketing. While high-quality production has its place, don’t let the pursuit of perfection prevent you from creating valuable content. Authenticity often outweighs polish in B2B videos, as viewers connect more with genuine stories and relatable imperfections. This section emphasizes the 80/20 rule – focus on the 80% that achieves your core message and don’t get bogged down in the remaining 20%. Start creating, embrace imperfections, and prioritize getting your message out there.
“Practice makes possible. Nobody’s ever going to be perfect. The video doesn’t have to be perfect. It is that 80/20 rule: does the content achieve what we need it to? 80%? If that’s okay, then let’s let it go. Don’t worry about that 20% to get it across the finish line. Just worry about the 80%.”
AI’s Role in Video Production
AI tools are transforming video production, offering both exciting possibilities and potential pitfalls. While AI can streamline certain tasks, like voiceovers and even footage generation, it’s crucial to use these tools strategically and avoid over-reliance. Authenticity should remain paramount, and AI should be used to enhance, not replace, the human element. This section explores the evolving landscape of AI in video and how to leverage its power without sacrificing authenticity.
“Authenticity does win out over polish sometimes, if it makes a real emotional connection. I will say: come from a place of authenticity first, and then everything else you can use as a tool to make those things happen.”
Leveraging Emotional Connection in B2B
B2B marketing often relies heavily on data and logic, but emotional connection is just as crucial, particularly in video. Focus on telling stories that resonate with viewers on a personal level. Highlighting customer challenges and showcasing how your product or service provides solutions is more effective than simply listing features and benefits. Tap into the emotional drivers behind purchasing decisions to forge stronger connections with your audience.
“More focus on the solution that’s emotional to the consumer or the business. That’s where your emotional connection is going to come through. […] Just try and create that relationship through emotion, because that’s ultimately why people buy something.”
Practical Tips for Getting Started
Creating video content can feel daunting, especially for those just starting. This part of the podcast focuses on practical advice for overcoming barriers to entry. Start simple, using readily available tools like your smartphone and free editing software. Prioritize conversation and connection, whether it’s a video podcast or a simple message to your team. Don’t let the pursuit of perfection hold you back. Just get started and iterate along the way.
“The easiest way to break down the barrier to entry would be what we’re doing right now, a podcast, a video podcast. Start there, and don’t overcomplicate it. Just start with conversations.”
