Think fast! What types of videos help prospects and customers learn more about your brand and the products and services you offer?
If you guessed educational videos, you’re 100% correct.
In this post, we’ll explain why educational videos are a core part of a well-rounded content strategy and break down the best types of videos you can start creating for your business. Plus, we’ll show you examples of some B2B brands who are using Wistia Channels to take their educational content to new heights. Let’s get this video party started!
For B2B brands whose products or services might not be tangible or easy to understand, educational videos can help folks get to know more about your brand’s products, business, and industry as a whole.
“69% of people said they’d prefer to learn about a product or service by watching a short video.”
Do you have a complex product? Educational videos can help simplify complex product features and processes. In addition, video is the perfect medium for helping prospects and consumers envision using your product to solve their problems. In fact, Wyzowl’s The State of Video Marketing 2021 found that 69% of people said they’d prefer to learn about a product or service by watching a short video.
Now that you know why B2B brands can benefit from educational video content, here are some of the best types of videos you can create and why they’re great.
Hosting live webinars is an effective way to educate consumers about your product or service on a deeper level and in real-time. Live webinars with a Q&A component can answer people’s pressing questions and make them feel more connected to your company. They also allow you to position your brand as an industry authority, establishing trust with B2B stakeholders in your audience.
Your brand should create webinars on a range of topics, from industry trends and topics to more granular problems that your solution solves. In general, live webinars also tend to run longer than other forms of video content (30 minutes to an hour), so you have plenty of time to educate your audience about your product or service.
Similar to webinars, other live events like Q&As or interviews are a great way to engage your audience and provide an educational value for them. Live Q&As are the perfect outlet for B2B brands to interact with their audience and build a sense of community by answering questions about your industry or product.
On the other hand, interviews with noteworthy industry experts or thought leaders can help you bring more eyes to your B2B brand. These conversations can uncover relevant insights and help you promote your video content through the other experts’ channels as well.
When you have a complex product, tutorials and how-to’s can make the onboarding process for new customers a whole lot easier. These types of educational videos help folks quickly see the value while enhancing their experience with your brand.
If your product has a detailed setup process, tutorials or how-to’s can help people get up and running with new technology from start to finish.
Finding customers who are willing to share why they love your product and how it helps their business is another great way to educate others. As the saying goes, seeing is believing!
Testimonials can help people put their business in the shoes of your current customers. Highlight how your product or service will help others achieve their business goals or solve problems.
We already mentioned that thought leaders can help you bring more eyes to your B2B brand. Get more thought leaders from your company in front of a camera to talk about your industry, brand, or product.
You can ensure that your brand voice comes through as knowledgeable, helpful, and authoritative. Take as many takes as needed to get a great shot!
Now that you know five types of educational video content you can make, here are three things you should look for in a video partner that’ll help you elevate your content even further.
When you put a video anywhere on your website, wouldn’t it be awesome if it looked and felt just like your brand?
That’s why looking for a video partner with options for customization is super important. Find one that lets you match your video gallery and assets to your brand. Customization options are one way for you to create a better, more engaging experience for your visitors on your site.
For example, with Wistia, you can pick the player color for all of your video assets. When it comes to our video gallery feature Channels, you can create a beautiful showcase for a collection of your videos with a looping video background and much more!
Find a video partner that’ll let you customize to your heart’s content.
Your video partner should also be easy to use. Get yourself a video hosting platform that doesn’t require web development resources for implementation or customizations!
If you’ve ever seen Wistia Channels in the wild, you might be surprised to learn that there are no development resources required to achieve the professional-looking presentation of your videos.
Save money and time by choosing a video partner that takes your content to the next level without a heavy lift from your development team.
The third thing you should look for in a video partner is a list of their integrations. If you want to make your content work harder, the ability to connect to other marketing tools for lead generation and nurturing is a game-changer.
For example, Wistia becomes even more powerful when you use it with your favorite tools like HubSpot, Marketo, and Pardot.
Curious to know more about how Wistia Channels can help you make the most of your educational content? Check out how these B2B brands elevate their content and break through the noise with Channels!
Last, but not least, AlayaCare, a provider of cloud-based home health care software, generated more video views and generated more qualified leads by centralizing their videos, interviews, and demos with Wistia Channels.
With the HubSpot integration, AlayaCare was able to add forms to their videos, which helped their team streamline lead generation and scoring. The ability to export stats with the click of a button also made it super easy for their team to see how videos in a Channel were performing.
Watch Megan Yam, AlayaCare’s Video Marketing Specialist, discuss how Wistia Channels was the best option for getting the elevated experience she wanted for content.
The account based marketing platform, Terminus, uses Wistia Channels to host their educational video series “The Roof.” Their marketing team also discovered the value of hosting their webinar content and testimonial videos in a binge-worthy way with Channels.
Terminus’s Content Marketing Manager, Jillian MacNulty, said getting a Channel set up and running took less than an hour. All she did was upload some B-roll footage for a video background, select a scrolling Carousel to display their videos, and upload a trailer to create a Channel that fit seamlessly into their brand and website.
Hear Jillian share more about her experience showing off educational content with a Wistia Channel:
The inbound marketing agency, Nextiny, also uses Channels to showcase their educational video series “Coffee Talks.” Each episode features conversations between their team members and interviews with industry experts about different topics, from marketing to sales and everything in between.
To understand the impact of their videos, Nextiny also uses Wistia’s integrations with HubSpot and Databox. These integrations help them connect the dots between leads and customers who watch their videos and close at a higher rate.
Learn more about how Nextiny uses Channels in their content strategy from Founder and CEO of Nextiny, Gabriel Marguglio.
Educational videos are one of the best kinds of videos you can start creating to support your brand today. Not only will your brand benefit, but you’ll empower your audience to learn more about your product or service. So whether you start by identifying thought leaders in your company or invest in a webinar series, make sure you make the most of this content with a great video partner, too!