B2B Video Marketing: How to Create Engaging Content for Your Agency


Video content plays a crucial role in B2B marketing, capturing the attention of your target audience and driving conversions. In this article, we will explore how to create compelling video content for your agency that captivates your audience and boosts your marketing efforts. From budgeting for video content to developing a long-term strategy, leveraging free tools and resources, and repurposing content, we will provide actionable tips to help you create engaging videos that effectively promote your agency and generate results.

Key Takeaways:

  • B2B video marketing is essential for engaging your target audience and driving conversions.
  • Budgeting for video content can involve investing in quality equipment or using affordable tools and stock footage.
  • Implementing a long-term strategy involves setting goals, researching your target audience and industry, and allocating resources.
  • Utilising free tools and resources, such as Canva and Animoto, can help you create visually appealing videos.
  • Repurposing existing content allows you to create new videos for various platforms and maintain a consistent presence.

Understanding Your B2B Video Content Marketing Budget

Before integrating video into your B2B marketing strategy, it's crucial to have a clear understanding of your budget and how to effectively allocate resources. By carefully planning your budget, you can ensure that you create high-quality video content that aligns with your marketing goals.

Before reading further you may want to review our advice article on Essential B2B Content Marketing Tips for Your Digital Agency.

When considering your B2B video marketing strategy, there are several factors to take into account:

1. Quality Video: In-House Filming or Affordable Tools

When it comes to creating videos, you have the option of investing in a quality camera for in-house filming or utilising affordable tools. Investing in a high-quality camera can be beneficial for businesses that require professional-grade videos and have the resources to do so. However, for those with budget constraints, leveraging affordable tools such as phone footage or free animator video platforms can still result in impactful videos.

2. Cost-Effective Options: Stock Footage

Accessing stock footage through a monthly subscription can be a cost-effective option for businesses looking to enhance their video content. Stock footage allows you to incorporate professional and visually appealing elements into your videos without the need for extensive filming or editing. By utilising stock footage, you can elevate the quality of your videos while staying within your budget.

By carefully considering these factors and working within your budget, you can create compelling B2B video content that effectively communicates your message and resonates with your target audience.

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Implementing a Long-Term B2B Video Content Marketing Strategy

A successful B2B video marketing strategy requires careful planning and a long-term approach. To effectively engage your target audience and achieve your marketing goals, it's essential to develop a comprehensive long-term strategy that aligns with your budget and timeline.

Here are key steps to implement a successful long-term B2B video content marketing strategy:

Determine Your Marketing Goals and Objectives

Before creating video content, clearly define your marketing goals and objectives. Identify the specific outcomes you want to achieve, such as increasing brand awareness, generating leads, or driving conversions. Having well-defined goals will guide your video creation process.

Identify Your Target Audience

Understanding your target audience is crucial for crafting compelling videos that resonate with them. Conduct thorough research to identify their demographics, preferences, pain points, and interests. This knowledge will help you tailor your videos to meet their needs and capture their attention.

Conduct Industry Research

To stand out in the B2B market, it's important to stay on top of industry trends, innovations, and best practices. Conduct industry research to gain insights into your competitors, target market, and emerging video marketing strategies. This knowledge will help you create content that sets you apart and positions you as an industry leader.

Identify Social Channels for Distribution

Choose the social media channels that align with your target audience's preferences and behaviours. Research which platforms are popular among your audience and where they are likely to engage with video content. This will ensure that your videos reach the right audience on the right platforms.

For specific guidance on social media marketing Soone Agency has prepared a Comprehensive Guide on Social Media Marketing.

Allocate a Set Timeline and Budget

Set a realistic timeline for creating and distributing your video content. Consider factors such as production time, editing, and post-production processes. Additionally, allocate a budget that aligns with your marketing goals and resources. This will help ensure consistency and effectiveness in your video marketing efforts.

By implementing a long-term B2B video content marketing strategy that incorporates these steps, you can create videos that resonate with your target audience, promote your brand, and drive results.

Some people pointing at a screen.

Taking Advantage of Free Tools and Resources for B2B Video Marketing

The availability of free tools and resources has revolutionised the creation of high-quality video content. There are numerous online platforms that offer a range of features and functionalities, allowing businesses to create engaging and professional videos without the need for advanced editing skills.

One popular platform is Canva, which provides an intuitive interface and a wide variety of customizable templates. With Canva, you can easily create visually appealing videos by adding text, images, and animations. It's perfect for businesses looking to create eye-catching video content without investing in expensive software.

Another valuable tool is Adobe Express, a simplified version of Adobe's professional editing software. Adobe Express offers a user-friendly interface and a range of editing options, allowing you to enhance your videos with filters, transitions, and effects. This platform is ideal for businesses that want to add a professional touch to their video content.

If you're looking to create animated videos, Animoto is an excellent choice. It offers a library of pre-designed templates and a user-friendly editor, allowing you to easily customise your videos. Animoto is particularly useful for businesses that want to create visually dynamic and engaging content.

In addition to these platforms, there are also resources available for accessing stock footage. Websites such as Pexels, Pixabay, and Unsplash offer a wide selection of high-quality videos that can be used in your B2B marketing content. Incorporating stock footage into your videos can add depth and visual appeal, making them more compelling for your audience to watch.

Key Benefits of Using Free Tools and Resources for B2B Video Marketing:

  1. Cost savings: By leveraging free tools and resources, you can save expenses on video production without sacrificing quality.
  2. Increased creativity: These platforms provide a range of features and templates that enable businesses to explore creative ideas and designs.
  3. Time efficiency: The user-friendly interfaces and pre-designed templates offered by these tools allow for quicker video production and editing.
  4. Professional results: Even without advanced editing skills, businesses can create visually appealing and professional-looking videos that resonate with their target audience.

By taking advantage of these free tools and resources, businesses can produce visually appealing and effective B2B video content. Whether you're looking to create animations, edit videos, or incorporate stock footage, these platforms provide the necessary tools to elevate your marketing efforts without breaking the bank.

Reusing Content to Create 'New' Videos for B2B Video Marketing

Reusing content is a smart and cost-effective strategy to create fresh videos for your B2B video marketing efforts. By repurposing existing content, you can maximise its value and reach a wider audience.

One effective way to repurpose content is by editing and repackaging it into shorter videos. These bite-sized videos are perfect for sharing on popular platforms like YouTube, Facebook, and TikTok, where shorter content tends to perform better. Utilising shorter videos allows you to capture your audience's attention quickly and deliver your message efficiently.

Another approach is to transform your content into YouTube pre-roll ads. These ads play before a viewer's chosen video and provide an excellent opportunity to capture their interest. By repurposing your content into pre-roll ads, you can effectively reach your target audience while they are actively engaged in watching videos.

Creating a video series is another successful repurposing strategy. By dividing your existing content into a series of videos, you can keep your audience engaged and build anticipation for each new instalment. This approach works well for delivering in-depth information, step-by-step tutorials, or storytelling content.

In addition to repurposing videos on popular platforms, you can also share snippets of your content on social media platforms like Facebook and TikTok. These platforms offer unique features such as Facebook Reels and TikTok videos that allow you to engage your audience in different ways. By leveraging these platforms, you can expand your reach and attract new viewers.

Benefits of Reusing Content for B2B Video Marketing:

  • Cost-effective: Repurposing content saves time and resources compared to creating new videos from scratch.
  • Consistency: By reusing content, you can maintain a consistent presence across different platforms and ensure your messaging aligns across all videos.
  • Extended engagement: Repurposed content allows you to engage your audience over an extended period, keeping them interested and invested in your brand.

In summary, repurposing content is a strategic way to create 'new' videos for your B2B video marketing strategy. By utilising shorter content, YouTube pre-roll ads, video series, and snippets for social media, you can effectively engage your audience and maximise the value of your existing content.

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The Power of B2B Video Marketing: Benefits and Impact

B2B video marketing is a powerful tool that can greatly impact your marketing efforts. By incorporating video content into your strategy, you can enjoy a range of benefits that help elevate your brand and attract your target audience.

Increased Engagement

Video content fosters increased engagement with your audience, as viewers tend to prefer videos over other forms of content. With compelling visuals, storytelling, and a dynamic format, videos capture attention and create a more immersive experience. This increased engagement can lead to higher viewer retention, increased website traffic, and a stronger connection with your brand.

Improved Conversion Rates

B2B video marketing provides a visually engaging platform to showcase your products or services. By leveraging videos to demonstrate your offerings, you can effectively communicate their value and benefits to potential customers. The combination of visuals, audio, and storytelling enhances the understanding and trust in your brand, leading to improved conversion rates and higher sales.

Enhanced Brand Awareness

Video content is a powerful tool for building brand awareness. Through video marketing, you can effectively convey your brand message, showcase your expertise, and differentiate your business from your competitors. Whether it's through informative product videos, thought leadership content, or compelling brand stories, videos leave a lasting impression on your target audience, increasing brand recognition and recall.

By leveraging the power of B2B video marketing, you can achieve significant results for your business. Increased engagement, improved conversion rates, and enhanced brand awareness are just a few of the benefits that video content can bring to your marketing strategy. Invest in creating compelling and visually captivating videos that resonate with your audience, and watch as your brand flourishes in the competitive B2B landscape.


In conclusion, B2B video marketing is a powerful strategy that can significantly impact your marketing efforts. By incorporating engaging video content into your overall marketing strategy, you can effectively capture the attention of your target audience and drive meaningful results for your agency.

Understanding the importance of budgeting for video content is crucial. By allocating resources wisely and leveraging affordable tools or stock footage, you can create high-quality videos that align with your marketing goals without breaking the bank.

Implementing a long-term strategy is also key. By setting clear marketing goals, conducting industry research, and identifying the social channels that resonate with your audience, you can create video content that consistently engages your target market and supports your brand's growth.

Lastly, repurposing existing content not only saves time and effort but also allows you to maintain a consistent presence across various platforms. By repackaging snippets, creating video series, or utilising videos for pre-roll ads, you can maximise the impact of your content and increase brand awareness.

By embracing B2B video marketing and following these strategies, you can create engaging and effective video content that elevates your agency's marketing efforts and delivers tangible results.

To learn more and maximise your investment in video marketing be sure to review Soone Agency's complete catalogue of industry leading advice at our B2B Marketing Blog.


Why is video content important in B2B marketing?

Video content is essential in B2B marketing as it engages your target audience, drives conversions, and effectively promotes your agency.

How can I budget for video content in my B2B marketing strategy?

Depending on your resources, you can invest in quality camera equipment or utilise more affordable options like phone footage, free animator video platforms, or stock footage subscriptions.

What should be considered when developing a long-term B2B video content marketing strategy?

It is important to determine your marketing goals, identify your target audience, conduct industry research, select the appropriate social channels, and allocate a timeline and budget for consistency.

Are there any free tools and resources available for creating B2B marketing videos?

Yes, platforms like Canva, Adobe Express, and Animoto offer free tools for creating engaging and professional videos, including animations and stock footage.

How can I repurpose existing content to create new videos for B2B marketing?

You can edit and repurpose original content into shorter videos for platforms like YouTube, Facebook, and TikTok, use videos for pre-roll ads, create a video series, or share snippets on social media.

What are the benefits of B2B video marketing?

B2B video marketing increases engagement, improves conversion rates, enhances brand awareness, and helps differentiate your business from competitors.