In 1978, ‘Video Killed the Radio Star’ - and if research is to be believed, the internet could be next on the hit list, with suggestions that video will dominate 82% of internet traffic by 2022.

So, with a flurry of film aficionados seemingly waiting in the wings, how can product marketers scale their video content to engage their prospects and customers?

Sonduren Fanarredha, Director of Product Marketing at Airbase, is an expert in video content marketing; in his role as Digital Content Creator at YouTube, he's built a following of 25,000 active subscribers, with his content viewed by 7 million unique visitors for a cumulative total of 25 million minutes.

During our chat, we discussed:


Why is video content important?

Q: Despite the undoubted benefits video content can bring to the table, many organizations aren't using it to its full potential.

How can product marketers fully incorporate video within their content plans to enhance the customer journey and convert more prospects into customers?

“I think every product marketer needs to think about this, because lots of people are consuming video content right now.

“Two billion people view videos on YouTube every single month; it’s the second most visited site on the internet besides Google, so lots of people get their information and they consume that information through video content.

“We've been consuming content via text in the format of articles and blog posts for a long time, but a lot of people find video much more engaging. And it's a great way for your company to connect with your customer.

“When I think about incorporating video in a strategy related to a product launch - or anything else - I think about how we can bring video to all those different channels and how we connect to our customers.

“If it's on a landing page for a certain product, we're gonna have our text, we're gonna have an engaging video to describe the feature functionality and the value proposition to benefit our prospect.

“Alternatively, we may be doing a workshop; maybe it’s a series for our customer base where we bring them in on pre-recorded webinars, to go ahead and engage to make sure we drive adoption and consumption of our products.

“The great thing about video content is you can create a video and splice it up and repackage it in different form factors and use that video to go ahead and drive demand, enable the sales team for outbound activities, enable your customer success team. So I think video is very malleable, it can be used for lots of different purposes.

“Just like anything, you need to have different mediums of content to stay relevant and engage your audience. If you're only creating written content, i.e. blog posts every day, you're not engaging with a broad list or a broad scope of audience members that like to consume content in different ways.

“Personally, my favorite way to consume content is video. A lot of people like the video for an assortment of reasons to consume content - especially B2B buyers.”

Psst. Still not convinced video content has a role to play? Check out this presentation from Vitaly Shter, General Manager at Vimeo, who explained why the company loves video content and why it’s the future of marketing.


What does good video content look like?

Q: In your opinion, what ingredients are needed to create engaging video content?

A: “I think video content at its heart needs to add value to the person who’s watching. A lot of the video content I've had success with is evergreen content, i.e. content that people are searching for all the time.

“My YouTube channel is about a hobby and passion of mine: cars and motorcycles. I've built an audience and a following that takes value in DIY guides, all that kind of stuff; I show people how things are done. For example, how to properly wash or polish their car, change the spark plugs, or do an oil change on their vehicles.

“The great thing about video is it allows you to see everything with your own eyes; you can’t do this with a blog article. And that's the same thing with software as well. So, just the same way people are searching for ‘how-to videos’ on YouTube, I look for videos on YouTube, but I'm looking for a solution to a problem. The same people are looking for that same kind of experience with video for B2B software.

“What I tell people all the time is when you're looking and creating a product launch strategy around your software feature, you should be incorporating video.

“This is because people love to see the product in action; a video makes your marketing very transparent, shows the cards, and provides a much better experience for the B2B buyer's journey.”


How can video content improve user engagement?

Q: Blog content and articles are viewed as pivotal elements for an SEO strategy, but what role does video have to play? How can companies use video content more strategically to refine their search engine optimization?

A: “I think video and other types of dynamic content can integrate into our core structures of SEO blog content landing pages - that’s where I see it adding value.

“I know lots of people are writing blog posts and including GIFs, and they're adding video snippets inside of the blog post as well, to provide additional context - I think you're going to see a lot of that in the future.

“The same thing applies if you think about how you're keeping the audience engaged. One thing that I've personally learned through YouTube is you have to use all these different variables and change the dynamic of what the consumer is looking at and engaging with.

“For example, YouTube videos have a bunch of overlays that highlight different terms and the camera angle switches. The same thing happens in these blog posts; in some places, there’s text, then there’s a GIF, and then there's a video before some more text is added. This breaks the piece up and makes it more dynamic.

“I think video is the best way to add another layer into your product strategy to make sure that the content is dynamic, and that the content is engaging for the customer when they're reading it because it's harder to read an article that's maybe thirteen pages of straight text; I like to see the breakout, visual elements, and elements that explain it. As a buyer, it’s much easier for me to consume content like that.”


Tips for creating video content

Q: What are the most common mistakes people make when introducing video content to their strategy? What advice would you give to prevent product marketers from making the same errors?

A: “Your video content will hopefully have longevity and live on for quite a long time, so plan it; you need to make sure the value proposition and the story that you want to tell is there. Then, make something of value.

“High-quality content, just like any form of content, is the core pillar to make sure that you're going to be successful. On top of that, you need to make sure that you script it out so you capture all those benefits of your product to display to your prospect and differentiate in that way.

“If, for example, you try making a video for a product demo off the top of your head, you're going to miss things, so you want to make sure you plan that out effectively, make good quality content, and understand the needs of your prospect.

“Then, you’ll have a great video asset that you can chunk up into pieces, and distribute to your other teams to make them successful. And I think those are the two things that you need to look out for.”


As highlighted by Sonduren, it’s clear that video marketing in the PMM world is on the rise.  Period.

In deviating from written content, product marketers can access endless opportunities, from enhanced sales training, clear product demos, to engaging feature announcements; there are lots of use cases for videos.

With this in mind, we’ve popped together a collection of video marketing tools that’ll fine tune budding Tarantinos, coax hidden Kubricks, and assist secret Spielbergs. 👇

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