How to Achieve Video Content Dominance in B2B

them: B2B content doesn't work on YouTube us: Since joining Owner.com back in May, one of my projects has been to grow and optimize our YouTube channel, which has been no small task 😅 (It's also why I haven't posted here as much but I'd like to change that so consider this post as keeping me accountable lol) But the reality is you can do B2B on YouTube and see real results... The key is that you don't make B2B content on YouTube, here's what I mean: 1. All our videos feel like YouTube videos We look at what the best YouTubers are doing and apply similar principles to our research, scripting, editing, and thumbnails. Resulting in a video that feels like it belongs on YouTube and de-risks the click (and the time spent) for the viewer. We still have plenty of CTAs, lead magnets, and other business drivers attached to these videos but they are wrapped in content that people actually want to watch. 2. We don't pinch pennies We invest a significant amount of budget to compensate top freelancers, resulting in high-quality videos from freelancers who benefit from stability and a decent income. Most people are surprised when I tell them our channel is almost entirely supported by freelancers, but when it comes to attracting talent the huge upside (most) B2B brands have over other creators/channels is we don't have to rely on ad-sense revenue to make the channel run. 3. Leadership is fully bought in I'm extremely grateful to work with our Co-founder and CEO Adam Guild who deeply understands the power of great content. And makes it a priority to sit down for hours at a time to film content, upgrade his home studio, and jump on strategy calls with the team. This buy-in allows us to feed the YouTube algo and post one long form, and at least five short form videos every single week. The result? Over the past 90 days: ✅ 431,800 organic views ✅ 21,800 hours of content watched ✅ 5,400 subscribers added (currently at 16k) Plus this epic chart that David Fallarme put together showing the correlation between YouTube views and the amount of prospects mentioning our videos on Gong calls! But there's still plenty of work to be done, and attribution is far from perfect (will it ever be?), but the future of B2B on YouTube is very bright 😎 Tag someone/brand you think is doing B2B YouTube well, I'd love to chat with them and trade notes!

I spent 5 years of my career working as a video lead at a B2B tech company. Here's how I'd spend my first 3 mo if I started again tomorrow 👇 For context, the hypothetical company is: • 20-200 employee size • product-led • software • B2B 𝟭 - 𝗜 𝘄𝗼𝘂𝗹𝗱 𝗻𝗼𝘁 𝗴𝗼 𝗮𝗹𝗹 𝗶𝗻 𝗼𝗻 𝗮 𝗯𝗶𝗴 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 I make video-first brand campaigns for a living. So this is pretty counterintuitive for me. But I'd 𝘴𝘵𝘢𝘳𝘵 𝘴𝘮𝘢𝘭𝘭, 𝘵𝘩𝘦𝘯 𝘴𝘤𝘢𝘭𝘦 𝘶𝘱. Every B2B brand has a different audience and it'd be foolish of me to invest so many resources when I haven't test what resonates yet. 𝟮 - 𝗜'𝗱 𝗳𝗼𝗰𝘂𝘀 𝗼𝗻 𝗲𝗱𝘂𝗰𝗮𝘁𝗶𝗻𝗴 & 𝗲𝗻𝗴𝗮𝗴𝗶𝗻𝗴 𝘂𝘀𝗲𝗿𝘀 𝗳𝗶𝗿𝘀𝘁 The easiest, low-hanging fruits in any product-led SaaS company... ...existing users. (If the product is good ofc). So I would spend a good chunk of my time making sure that users could get value from our product. 90-day Indicators of success: • Lower churn • High conversion to paid • Less support tickets 𝟯 - 𝗜𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿 𝗽𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽 𝗲𝗱𝗶𝘁𝘀 If I'm starting fresh, we have no video audience. So I'd do whatever I can to get in touch with the right influencers... ...and then try to get them to test our product. If they like it - BAM, use some of my budget to seal a video deal with them. And honestly, I'd let them have creative control. They know what their audience likes best AND they probably will teach you a thing or two about messaging. 𝟰 - 𝗚𝗶𝘃𝗲 𝗺𝘆𝘀𝗲𝗹𝗳 𝗰𝗼𝗻𝘀𝘁𝗿𝗮𝗶𝗻𝘁𝘀, 𝘁𝗵𝗲𝗻 𝗺𝗮𝗸𝗲 𝗹𝗼𝘄-𝗯𝘂𝗱𝗴𝗲𝘁 𝗮𝗱𝘀 I LOVE being given restraints with ad creation. It unlocks a certain type of creativity. So here's my restraint: $3,000 I'd rent a studio and try to film as many ideas as I can. Sample budget • Two actors - $1,000 • Studio location - $800 • Props budget - $300 • Equipment rental - $400 • Incidentals - $500 Then, I'd edit as many videos as possible and feed my demand gen team with tests. See what video plays out the best. 𝟱 - 𝗜𝗻𝘃𝗲𝘀𝘁 𝗶𝗻 𝘄𝗵𝗮𝘁 𝘄𝗼𝗿𝗸𝘀 I'd look at everything we did above as data points. I learned: Academy videos - What our 𝘶𝘴𝘦𝘳𝘴 like to watch Influencer edits - What 𝘱𝘦𝘰𝘱𝘭𝘦 our market responds to Low-budget ads - What tone & 𝘮𝘦𝘴𝘴𝘢𝘨𝘪𝘯𝘨 resonates I'd let the tests do the talking, lay it out in a slide deck, then make a business case to invest in what's working. That's what my first 90 day would look like. What did I miss?

 Sprinkling a few random videos into your marketing and hoping for the best? That won’t cut it anymore. It’s 2025: virtually 96% of B2B organizations use video in their marketing (Demand Gen Report), which means your competitors almost certainly do. To stand out, you need a strategy – and data. Here’s a provocative question: Do you know which specific videos are driving your sales? If not, it’s time to find out. If you aren’t tracking which video content drives which SKU or conversion, you’re already behind – because your competition is. Winning teams treat video like any other mission-critical program: they set KPIs, A/B test different approaches, and double down on what works. The beauty of digital video platforms is you can measure everything from drop-off rates to CTA clicks. Use that! Having a data-driven approach also means no more half-hearted video efforts. A “half-baked” video strategy – inconsistent quality, no optimization, no measurement – is a major turn-off for customers. It can actually hurt your brand. On the flip side, a well-executed video strategy backed by analytics can yield tremendous ROI. For example, marketers leveraging advanced video analytics and personalization are seeing significant boosts in engagement and pipeline impact. Gartner even predicts that companies who optimize video with analytics will substantially outperform those who don’t in digital commerce revenue growth. The era of simply making videos is over – now it’s about making videos work for you with data and insight. ✅ If this is an area you’re looking to shore up, let’s chat. I’ve been diving deep into video performance metrics and would love to exchange ideas on building a smarter video strategy. Comment below or DM me – how are you measuring success in your video campaigns today? #VideoStrategy #DataDriven #MarketingAnalytics #ProvokingThought

Follow these steps to master B2B video marketing: ☑ Set clear goals for your video marketing efforts: 1. Raise brand awareness 2. Generate leads 3. Drive conversions ☑ Define your target audience. Understand: 1. Pain points 2. Content preferences 3. Decision-making processes ☑ Develop a comprehensive video marketing strategy: 1. Types of videos 2. Distribution channels 3. Marketing funnel integration ☑ Choose the right types of videos: 1. Product demonstrations 2. Customer testimonials 3. Explainer videos 4. Thought leadership content 5. Webinars 6. Case studies ☑ Align your video content with the appropriate channels and funnel stages: 1. Different types of videos for different stages 2. Platform-specific strategies ☑ Create a budget for video production: 1. In-house production vs. vendor collaboration 2. Resource allocation ☑ Optimize your videos for search engines: 1. SEO best practices 2. Descriptive metadata ☑ Incorporate calls-to-action (CTAs) in your videos: 1. Guide viewers to the next step 2. Encourage downloads, trials, or demos ☑ Distribute your videos across multiple channels: 1. LinkedIn 2. YouTube 3. TikTok 4. Your website 5. Email marketing ☑ Measure and analyse your video performance: 1. Key performance indicators (KPIs) 2. Views, engagement rates, conversion rates, watch time ☑ Personalise your video content: 1. Customised videos for high-value prospects 2. Account-based marketing (ABM) strategy ☑ Focus on educating and providing value: 1. Informative content for decision-making 2. Address pain points and demonstrate expertise ☑ Ensure your videos are mobile-friendly: 1. Optimise for various devices 2. Increase mobile engagement Save and apply this guide today, repost if you find it useful.

The unsexy truths of B2B video content... You don't NEED: ❌ Fancy Cameras ❌ Hollywood Budgets ❌ Celebrity appearances or endorsements ❌ Million-view videos ❌ Perfect lighting setups ❌ Viral trends or trending sounds ❌ Expensive microphones ❌ Studio locations Instead focus on this: ✅ Provide a clear takeaway (that your viewer can use immediately). ✅ Answer a burning question (your ideal customer is already asking). ✅ Talk from your expertise (in ways only you are uniquely able to) ✅ Speak directly about how to solve your customers biggest problems. ✅ Showcase the people behind the scenes. ✅ Asking for feedback! ✅ Depth over breadth. One incredibly useful video is worth 50. ✅ Clarity over creativity. People don't buy what they don't understand. ✅ Consistency over frequency. A sustainable rhythm you can maintain. What's stopping you from hitting record today? Your next customer might be waiting for exactly what you have to share. #video #B2B #Content --- Hey I’m Suds. I specialise in creating B2B video content. London. Interesting Content Picture of me filming at a local park with a iphone ;-)

13,000+ B2B video ads analyzed, and here's what works best: Real people drive real results. Take a look at these stats below: → +14% engagement with visible humans → +78% engagement showing authentic emotion → +41% lift for unscripted vs staged content → +18% boost focusing on human experience But the most shocking stat is this: only 7% of B2B videos show emotion. And while 55% of marketers get highest ROI from short-form videos & the format reached 154 billion views on LinkedIn in 2024, 40% still struggle with video content strategy. Along with human touch, cultural coding, expert takes, attention hacking, and inspiring imagination are other principles that work very well in B2B video ads on LinkedIn. If you struggle with creating B2B video ads or content on LinkedIn, this Carousel is tailored just for you. Repost it to help others. And share your biggest B2B video challenges in the comments below.

Posting videos on LinkedIn? The algorithm is changing fast. We analyzed 250 videos to uncover what gets reach—and what flops. Here’s everything you need to know 👇 CONTEXT: -Global video consumption is at an all-time high -LinkedIn is going all in on video content in 2025 -This provides a HUGE opportunity for B2B brands and creators -BUT no one has cracked the video algo "code" yet I post a lot of videos here. So naturally, I wanted to understand -The algorithm: What type of videos get featured on the feed? -The people: What type of videos are most popular? Here's what we found 👇🏻 1. The most popular length (below) 2. The two best-performing hooks (with examples) 3. If text overlays help you get more eyeballs 4. Do captions really help 5. The best format (vertical or landscape) 6. The truth about storytelling 7. What style of content is still king 8. Which is best: high production or smartphones 9. If hashtags really help your reach 10. The best CTA (this one surprised me) —— I put all the findings — data and tips — into one easy checklist. Perfect if you want more reach and engagement on your videos. ✅ Two ways you can download it -Tap "NEW LinkedIn Video Checklist" by my profile pic above -Go to my Featured section ORRR if you really prefer, comment "video" and I'll send it to you. The LinkedIn video opportunity is still WIDE open. While others wait, you can build your brand and audience *today*. Let's grow together 🤙🏻 PS: If you like this post, tag a friend who wants to grow on LinkedIn this year

Your customers scroll past 500 posts a day. Boring corporate content isn't getting their attention. Human content is. People are being spammed to death. Cold emails, Cold calls, LinkedIn pitches from strangers. It's harder than ever to reach people. But content consumption is as high as ever. So give your customers what they actually want: Useful, interesting, fun content that brings your brand to life. B2C brands figured this out years ago. Duolingo's unhinged TikToks. Ryanair roasting customers. None of it looks perfect. All of it works. B2B companies are still stuck in 2019. Snoozefest product updates, unactionable whitepapers and webinars. Here's what to do instead: 1. Employee-Generated Content (EGC) Exec perspectives, your team filming day in the life videos, product demos on their phones. People trust employees/execs over impersonal content every time. How to implement: • Get your execs posting consistently (work with someone like me to help) • Recognise employees who post in all-hands meetings • Monthly incentives for team members getting the most reach Example: Zapier, beehiiv, ClickUp 2. Creator-Generated Content (CGC) Creators making branded content that doesn't feel like ads. Tutorials, breakdowns, recommendations that fit naturally into their feed. How to implement: • Partner with educators already talking about your space - they have more influence than entertainers • Let them create content that looks like their existing content Example: Zapier, Gamma 3. User-Generated Content (UGC) Real customers sharing real pain points and results. Think before-and-afters and "Here's how I actually use this" videos. This converts because it's proof, not corporate promises. How to implement: • Feature customer posts on your company page • Build program tiers that reward UGC with early access or perks • Make them look good when they share your content You don't need the biggest ad budget to win here. The ones who are winning are building content systems - around their team, creators and customers. 📌 Want help implementing this? Send me a DM ♻️ Repost to help your network win at marketing in 2026. ➕ Follow me (Will McTighe) for more like this.

Let’s be real. If your brand isn’t on a buyer's mental shortlist, you’ve already lost the deal. Mindshare beats intent. Every. Single. Time. And the truth? Video is 𝘴𝘵𝘪𝘭𝘭 the best way to stay remembered. I know this because... ...80% of people prefer video. ...79% of buyers say video influences their decision ...95% of a message is retained through video (vs. 10% with text) So why are most B2B brands still stuck in text-based marketing? I'd guess because they think either one (or more than one) of the following: it's expensive, takes too long, or lack the "know how" of doing it effectively In my experience, here are some core ways to make sure your brand is impossible to ignore: ▶ Video embeds memory. → Attention is fleeting. Mindshare isn't. Every webinar, event, podcast, etc. should become (repurposable) video assets that keep your brand top-of-mind long after the scroll stops. Beyond that though, video is the closest thing to planting a memory in your audience’s mind because it’s the *only* format that mirrors how people naturally recall information. Buyers don’t really remember statistics as much as they remember a face, a voice, a moment. ▶ Scaling video content doesn’t have to be painful → I’ve seen how traditional video production slows teams down. Long timelines, high costs, and content that never sees the light of day. AI has changed that. You can automate the menial, non-creative tasks (repurposing, scaling, etc.) and get your message everywhere necessary without adding to your workload. ▶ Neither creation nor distribution is the goal. Association is. → Being everywhere sounds great, and it's enticing. But it’s also a waste if no one associates you with anything meaningful. The best brands own a conversation (not just show up). They make sure when people think about their category/problem, they think of them. The play is recall. ▶ Your brand isn’t necessarily what you publish as it is what lingers. → Video is the only medium that compounds over time. In other words, a great video gets replayed, referenced, repurposed, and reshared. And every time it does, your brand tightens its grip on mindshare. Text gets read. Video gets relived. And the brands that get relived, get chosen.

Goldcast grows by 1,171 subscribers / m on YouTube. How? using THIS playlist strategy: (We've grown from <1k to 9,200+ in 7 months already) All by tripling down on YouTube playlist volume. We ship a ton of content that feels personalized to where users meet Goldcast in their journey so they can binge and go incredibly deep once they discover us. If you look at the number of playlists we have, they are more than the average B2B brand by a lot. Most B2B channels have <10 playlists We're building A LOT more. Why? Here's our framework for scaling our YouTube page Step 1: You need content variety across your entire ICP First, you need to ID your target segments and analyze whatever data you can access (1st or 3rd party) to understand their pain points, needs, and preferred content formats. Then use your buyer personas to chart out different content themes. We have themes that we have judged based on our persona map. Each personas gets specific content at various lengths from micro content (90s) to full deep dives (45 min+. It's all curated into playlists designed for each ICP. Ex: Social media managers get different videos than event managers. Content managers get different playlists than podcasting teams. Same company, different needs Think "pick your own adventure" for your buyers. Step 2: Create way more volume than you think The playlist strategy is working well for us. We want our buyers to be able to binge like a Netflix series wherever they start their journey with us After digging into how the YouTube algorithm works, we noticed a clear pattern: playlists drive better watch through rates, and the algorithm rewards that behavior Each playlist is focused on a specific topic, like "What is Brand Marketing?" and features a series of short, 2 min videos that guide viewers from foundational concepts to practical implementation. It's bingeable by design. Step 3: Set your content mix and cadence We have pre defined content formats like 'explained in 2 minutes', 'deep dives', and a ton others across TOFU > MOFU > BOFU. We've also set a cadence for weekly uploads How we scale this: those playlists are sort of slots, right, that we are filling in with content as and when it happens. So when we just wrapped up Summer Camp about two weeks ago, clips from that event will end up in between 11 to 12 different distinct playlists, each built for our specific ICPs. Our engine that powers ALL of this: Content Lab.  We do this at scale by hosting all our events in Goldcast then our content team use Content Lab to automatically segment those videos into digestible clips. All of that feeds straight into our YouTube channel into our pre defined Playlist categories.     You can try Goldcast Content Lab for free btw. Link in my bio for you > Palash Soni P.S. Next week I'm writing pt 3/3 for you: How YouTube fits into our content machine (and the compound SEO effects we're seeing)