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Video Aids 95% Of Enterprise B2B Buyers In Conversion [Survey Results]

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Video Aids 95% Of Enterprise B2B Buyers In Conversion [Survey Results]


When it comes to engaging and converting B2B buyers, video is an essential tool in your marketing arsenal.

Fully 95% of B2B buyers say video plays an important role in their moving forward with a purchase, according to new survey results from Brightcove and Ascend2.

Researchers polled over 300 B2B decision-makers in organizations generating more than $50 million in revenue across North America and the United Kingdom.

These findings give us a glimpse into the decision-making processes of enterprise B2B buyers today, and how the availability of video impacts which products and services they ultimately purchase.

How Video Helps B2B Buyers Make Decisions

According to 70% of respondents, video is the best content format for creating awareness of business-related problems.

B2B buyers turn to video to learn more about products and services they’re considering, to learn how to solve a problem, to better understand a problem they’re having, and more.

Here are the top seven ways survey respondents said videos are most helpful:

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Video is a high-impact medium, respondents said, with 70% agreeing that video makes the most impact over other content formats.

Video Is Great For Building Trust & Awareness

  • 93% of B2B buyers say that video is important in building trust in a company’s ability to deliver on its promises.
  • 97% of recent video viewers say that they would be more receptive to sales communication from a business after consuming their video content.
  • 88% of B2B buyers surveyed have watched videos to learn about a company’s products or services in the last three months.

It’s a helpful format for making complex topics more interesting and easier to understand, as well.

In fact, 81% of respondents said they prefer to see an explanation of a complex product or service in video format.

These were the top sectors/topics where B2B buyers prefer video over other types of content:

What Types Of Videos Are B2B Buyers Watching?

Nearly two-thirds (65%) of B2B buyers said video is the most useful format for researching potential solutions for the problems they’re trying to solve.

But what types of videos may resonate best with your B2B audience?

These are the types of video most viewed by enterprise B2B buyers in the last 3 months, according to the survey:

  • Product review videos
  • Product demos
  • Tutorials and training
  • Live videos including webinars
  • Educational videos
  • Brand stories
  • Industry trend roundups
  • Customer testimonials
  • Thought leadership interviews

Other Key B2B Video Marketing Takeaways

Among other B2B video insights, this survey finds that:

  • 83% of B2B buyers would rather tour a product via video over written format.
  • 92% of B2B executives prefer to be introduced to a sales representative via video over written communication.
  • 52% of B2B buyers stated that interactivity features such as links to other content, choose your own journey experiences, and like/dislike buttons matter most to them when it comes to elements included in a business-related video.

Download the full report from Brightcove for more enterprise B2B survey findings on how much speed and load time matter, the impacts of video on loyalty and advocacy, how video stacks up again webinars and other content formats, and more.

More resources:


Featured image: Shutterstock.com/4 girls 1 boy

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Fact Checking: Get Your Facts Right

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Fact Checking: Get Your Facts Right

In the last decade or so, the concept of “fake news” has become a major thorn in the side of consumers and content writers alike.

Digital marketing experts who write SEO content at the enterprise level might not consider themselves journalists or news reporters – but there’s a greater overlap between the roles than many people realize.

Like journos, enterprise SEO content writers need to earn the trust of their audience by demonstrating authority, relevance, and experience.

And while you might think that, as a content marketing specialist, the only person you’re serving is your client or employer, the truth is that good SEO content provides just as much service to consumers.

You’re not just advertising to people; you’re helping them find answers, information, and solutions to their problems.

That’s why, for SEO content writers, getting the facts right is crucial.

“Fake news” has eroded a lot of people’s trust in media. Online content, in particular, is always fighting an uphill battle due to the oversaturation of the digital space – and the sheer amount of misinformation that finds its way into blogs and social media sites with little quality control.

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Today, fact-checking is arguably more important than ever before.

One little mistake is all it takes to lose a consumer’s trust forever.

But what does it mean to get your facts right? Is it just ensuring every name is spelled correctly, and every claim has an attributed source?

Both of these things are an important part of SEO fact-checking, but they’re only a small piece of a large puzzle.

Enterprise SEO Fact Checking Best Practices

Fun fact: Even when consumers don’t know you’re lying, Google does.

Web pages with deceptive, inaccurate, or poorly vetted content are penalized and less likely to appear in search results.

Want to avoid the wrath of the almighty algorithm? Here’s what you need to do:

Get The Basics Right

A few paragraphs back, I mentioned that fact-checking isn’t limited to correctly writing people’s names, ages, positions, and pronouns.

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Nevertheless, getting the basics right is still important. If you can’t do at least that much, then you won’t be prepared to do more in-depth fact-checking.

It’s especially important to get this information right when you’re quoting multiple people.

Not only do you need to attribute quotes and ideas to the proper sources, but you also have to make sure the information they shared with you is accurately reproduced.

Double Check Everything

If you get a quote from someone that says the sky is blue, go outside and look up, just to be sure.

Okay, that might be an exaggerated example – but you get the point.

Double and triple-check everything.

If you find a useful quote or statistic online, track down the original source. See if you can find other reliable web pages with the same information.

Don’t be afraid to do a little research yourself. Crunch the numbers and try to find corroborating evidence.

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Never take anything at face value.

Go To The Source

Speaking of tracking down the sources of stats and quotes: That’s a cornerstone of fact-checking so important, it merits expanding on now.

Have you ever had a teacher or professor tell you, in no uncertain terms, never to use Wikipedia as a source?

Well, that’s just as true when writing enterprise-level SEO content. Wikipedia might be useful in pointing you toward helpful sources, but it shouldn’t be your primary text.

Nor should any second-hand source. If another web page states something as a fact, confirm where it got that fact.

If it’s a disreputable source and you parrot it, then you become a disreputable source, too.

Understand The Information

Content writing – especially at the enterprise level and especially in an agency (rather than in-house PR team) context – often requires authors to cover many different areas of expertise in many different industries.

It can be tempting to regurgitate and plagiarize information that already exists, but if you do that, you won’t be able to offer any meaningful insights.

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You have to understand the information you’re relaying.

That will help you spot contradictions and factual errors and demonstrate genuine authority.

Is AI Automation The Future Of Fact Checking?

Enterprise-level content fact-checking requires a lot of time and effort, but cutting corners is a recipe for disaster.

Fortunately, just as it has with many other aspects of SEO, AI automation may soon be able to simplify the process.

U.K.-based independent fact-checking organization, Full Fact, has been leading the charge in recent years to develop scalable, automated fact-checking tools.

Full Fact’s efforts have already garnered the attention of the biggest names in search engine technology.

In 2019, the non-profit organization was one of the winners of the 2019 Google AI Impact Challenge, which provides funding for potentially revolutionary automation research projects.

Full Fact’s stated goal is to develop AI software capable of breaking down long content pieces into individual sentences, then identifying the types of claims those sentences represent, before finally cross-referencing those claims in real-time with the most up-to-date factual news data.

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Though Full Fact is still years away from achieving its goal, the benefits of such a breakthrough for SEO content writing are self-evident.

That said, you don’t have to wait for the future to use AI automation and other software tools to help you fact-check.

For example, the Grammarly Plagiarism Checker not only identifies duplicate content taken from another source but also highlights portions of text requiring attribution.

Commonly used enterprise SEO tools like Semrush, Ahrefs, and Moz, meanwhile, can be used to investigate a domain’s authority, helping you decide which sources are considered reputable.

Fact-checking in today’s oversaturated news and information marketplace can be intimidating at first glance. But the number of resources available to content writers is growing by leaps and bounds every day.

Making full use of these resources better enables you to win consumer trust in an age when that kind of trust is a very delicate, precious, and valuable commodity.

More resources:


Featured Image: redgreystock/Shutterstock

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