INSIGHTS FROM ANTHEM
Straight talk on B2B video, content strategy, and earning attention from the team at Anthem Content.
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Most B2B product content is built for a buyer who is ready to sign, even though the people watching it are often a year or more from a decision. Product content made for those future buyers handles the education sales usually ends up doing on the first call, and shapes how buyers decide long before they reach out.
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Marketing teams plan content for buyers who may never call, while their own employees get leadership’s message secondhand through memos and manager meetings. A recurring, candid CEO video update ends the telephone game, even at companies small enough to believe everyone is already aligned.
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Most B2B case studies never get made because marketing asks sales to hand over valued customer relationships as a favor for a marketing project. It's time to fix that.
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Your B2B Content Problem Is Really a Scaling Problem Most B2B companies struggle to create content. But the reality is that the valuable content ideas already exist inside the company. They live in the heads of the executives, operators,…
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B2B companies regularly publish their best content through the account with the least personality, the weakest relationships, and the smallest amount of built-in trust. Then they wonder why the market barely responds. The company LinkedI…
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Trade shows can be incredibly valuable for B2B companies. They put customers, prospects, partners, competitors, and industry experts under one roof. For a few days, your team gets access to conversations that might otherwise take months…
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B2B companies routinely spend thousands of dollars sending executives and subject matter experts to trade shows. They cover flights, hotels, booth space, meals, and the assorted pile of expenses that somehow materializes whenever a conve…
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There's a conversation happening inside nearly every B2B company right now. Marketing wants more video content. You agree, in theory. But when it's time to actually get on camera, suddenly you're "too busy."
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A lot of B2B companies think their industry is too boring for video.
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Most B2B videos fail because companies treat them as a project to complete, not a system to build. Here's how to turn video into a strategic asset.
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Most B2B companies don’t have a YouTube strategy.
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When B2B experts mess up on videos, the go-to explanation is:
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When social media underperforms for B2B companies, the instinct is to blame the platform. Algorithms change. Reach drops. Engagement stalls. But in most cases, the real issue isn’t technical at all. It’s structural. Too much pressure is…
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Most B2B marketers approach paid social with a narrow objective: generate leads. Budget goes in, conversions are expected to come out, and when performance falls short, the platform takes the blame. LinkedIn, in particular, often gets la…
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Somewhere in almost every expert video project, someone asks a very reasonable-sounding question:
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If your B2B videos feel stiff, awkward, or painfully corporate, there’s a good chance you’re committing the most common—and most destructive—mistake in expert-led content: scripting the expert.
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In most B2B companies, there isn't an expertise problem.
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Mention starting a podcast in a B2B strategy meeting and watch the room tense up.
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Every B2B marketing team experiences the same content speed bump.
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Let’s talk about a hidden superpower in B2B marketing.
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In B2B companies, marketing is often stuck in a frustrating loop: leadership agrees that video is important, everyone nods about building trust and thought leadership, and then... nothing happens.
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There’s a silent epidemic in B2B marketing: the boring case study.
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Ask a B2B marketing team if they’ve pitched a podcast to leadership. Now ask how many got a yes.
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“Thought leadership” might be the most abused term in B2B marketing.
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Visit any B2B website and you’ll find a wall of predictable praise: “Great team to work with.” “They delivered on time.” “We saw amazing results!”
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You’ve said it before. You’ve posted about it. You made a video. You even put it in a deck.
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Let’s be honest, most of your subject matter experts don’t want to be on camera.
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Here’s the truth no one wants to say out loud: your one-off videos are wasting time, money, and trust.
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Let’s say you did everything right. You hired a reputable crew. You scripted the message. You chose a great setting. You received a good-looking video that you put into play. And then... nothing happened.
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B2B companies treat video like a one-time event. Imagine doing that with blog posts or email newsletters. Exactly. It's laughable. And yet, this is how B2B approaches video content.
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Most B2B companies don’t realize they’re in a battle for their audience’s attention. They think content is just a supporting piece of their marketing strategy when, in reality, it’s the frontline weapon in the fight for trust, preference…
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The SEO Playbook Is Outdated—Yet Most Companies Still Bet The Farm On It Gone are the days when you could crank out keyword-heavy blog posts and dominate search results. Yet, surprisingly, most B2B companies still operate as if this is t…
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The Case Against One-Off Video Projects B2B marketers love the idea of using video—but they’re stuck in the wrong mindset. Most teams approach video like a one-time project rather than an ongoing strategy. The result? A never-ending cycl…
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For years, B2B marketers have been laser-focused on one thing: driving traffic to their websites.
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When most B2B leaders think about starting a podcast, they imagine a long-form, hour-long conversation uploaded to YouTube, Apple Podcasts, and Spotify. Then they hit their biggest mental roadblock:
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When most B2B companies think about video, they go straight to high-budget, commercial-style productions. You know the ones—large production crews, crazy equipment lists, and a budget that makes your CFO break into a cold sweat.
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Are you using testimonial videos to promote your business? Good, but there’s just one issue—if you’re like most brands, you’re probably doing it wrong.
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How much video does your website currently use? If the answer is very little, then my friend, this video is for you! Obviously in 2021, if your website isn’t clearly communicating your value, not only is it not doing its job, it’s losing…
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Video content is the golden standard. Social media platforms give preference to videos and will show your videos to a larger audience. New data shows that video content results in more engagement, higher conversion rates, and a better cu…
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“Storytelling is the most powerful way to put ideas into the world.” Robert McKee In the not-so-distant past, we approached marketing and advertising much differently than we do today. Instead of appealing to the people searching for a s…
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Want a streamlined way to create multiple pieces of content that you can share across various channels? Video is your answer! Video has already been well-established as the go-to medium for the foreseeable future. We’ve shared many of th…
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Bill Gates famously coined the term “content is king” back in 1996. Smart man. Not only is it still true today but it’s easier than ever to distribute to your audience using social media. Not all content is created equal however, video i…
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Video is an increasingly important component of a successful marketing campaign for any business. In fact, Google reports that more than half of consumers say online video has helped them decide which specific brand or product to buy. Wi…
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V ideo holds a particular appeal, serves a specific need, and creates a unique competitive advantage for SaaS companies.You do not have to be a marketing expert to see the impact video has had on consumer trends.
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L et’s be honest, out of other types of B2B businesses to create engaging marketing content for, manufacturing is pretty up there when it comes to difficulty. Content for manufacturing can simply be a little too technical, convoluted, or…
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In essence, we are all familiar with what makes a marketing campaign successful -- a formidable strategy, a dash of creativity, and sometimes even a smudge of plain luck. Here are some of the most interesting successful marketing tactics…
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There is no denying that video is one of the absolute best ways to convey a marketing message. The combination of image and audio stirs the senses and encourages message absorption.
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Consistent blog writing is hard. Brainstorming topics, pumping out the paragraphs, and editing for perfection is time consuming. When writer's block hits, you know it's time to shake things up with some creative visuals. It's time for a…
Read InsightSo it happened. Facebook owned Instagram released video functionality on their app to go head to head against Twitter's Vine app . The battle lines are drawn and people and brands are already choosing sides. But what does this mean for y…
Read InsightYouTube has now hit a billion monthly users, according to the company’s official blog . Tens of thousands of channel partners have a presence on the platform. To put the numbers in perspective, if YouTube were a country, it's population…
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Among small business owners, the one of the top hesitations to video marketing is cost. Unlike Coca-Cola and Red Bull, you probably don’t have the budget to hire an expensive production team. All you may have at your disposal is high def…
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