One of the reasons I'm sold on Podcasting for the B2B marketplace is that it's a non-threatening way to get people the information they are already seeking. Corporate buyers need to hear about the features and benefits of your offering and if they can hear that you're passionate about serving them at the same time, your company can benefit.
I anticipate that a number of companies will explore video in 2007, hoping to create a viral video phenomenon that will disseminate their messages far and wide. For most, it won't work. We expect more from video than audio, probably because it commands more of our attention. Video requires the message to be more entertaining. Otherwise, viewers will click away. Simply answering the questions on camera--or worse, reading the approved marketing collateral, will not be effective.
To be effective with video involves taking risks most companies won't take. Those that do are likely to be well rewarded. See the clip below for an example of something that will work.
Not ready for that? Fine, talk to us about an audio podcast.
2 comments:
I think you're 100% right; most companies are going to slip and fall trying to climb on the viral video bandwagon.
Look at the majority of corporate videos distributed over the past fifty years, and with few exceptions, they stink.
To be honest, I haven't made much use of podcasts either; most are slow and uninteresting.
Boring writing isn't much better, but at least I can scan it for the interesting bits - something you can't do with streaming media.
Tom Chandler
http://engagementprinciples.com
You're right, Tom. Thanks for the comment (great blog you have, BTW).
I'm looking forward to new tools that will allow searching of audio and video content for keywords, but in the meantime, I counsel my clients to check their content for crap every 10 seconds. It's you're only chance to keep people from clicking away.
Rick.
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