Engaging Content Is Critical
The results of the The Q2 2014 Forrester/Business Marketing Association/Online Marketing Institute Joint Study are now out and two facts are clear: 1) B2B marketers understand that content is critical to their efforts and 2) B2B marketers struggle to create engaging content.
According to Online Marketing Institute Founder & CEO Aaron Kahlow:
“The gap between content marketing awareness and good content marketing execution is not surprising. It’s something we run into every day at the Institute – what we call the digital skills gap.”
The good news is that whiteboard animation videos are a great form of visually engaging content that effectively educate potential customers and drive engagement and action.
Whiteboard animation videos are the videos that you’ve seen online (and sometimes on TV) that tell a story through a series of rapidly hand-drawn black marker images. And though the idea of animation or ‘cartoons’ may at first seem anathema to serious education efforts for sophisticated buyers–that’s in fact not the case at all.
Whiteboard Animation Educates and Engages–Quickly.
Whiteboard videos aren’t simplistic. When done properly, they are dense with information. And they can present quite detailed and subtle value propositions in a way that’s easy to understand. That’s a key benefit for technology companies who often target decision makers who aren’t necessarily well-versed in the nuances of the technologies their enterprises need. The art of the successful whiteboard script is honing a complex message to its core elements–and presenting it in a fun and personable tone.
Google, Forbes and others have noted online video as a key information source and influencer among c-level executives at major organizations when considering new vendors. Among different types of videos, whiteboards bring the added value of being highly engaging and having a track record for driving high conversion rates. And, as every content marketer knows, grabbing and keeping your audience’s attention is more than half the battle.