Video content marketing has evolved. How people create and consume content is SO different today compared to as recently as ten years ago. However, many B2B SaaS, FinTech, and IaaS startups, scaleups, and small businesses simply haven’t caught up or even attempted to adapt to these massive changes and video content opportunities.

In this video, you’ll learn why video content marketing matters so much to tech startups, how the video-last vs. video-first approach changes how you approach content creation, and what video content marketing looks like for companies that have truly embraced this opportunity to educate and build trust with their ideal clients.



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Today, your ideal clients consume much more content than they did just a few years ago. And it’s all part of the big picture trend: most B2B buyers research and make purchase decisions very differently than they did in the past.

For example, Gartner's latest research found that 83% of a typical B2B purchase decision -- researching, comparing options, and evaluating pricing -- happens before a potential buyer engages with a vendor.

McKinsey & Company discovered that 70% to 80% of B2B decision-makers now prefer to make decisions digitally.

In its B2B Thought Leadership Impact Report, LinkedIn, in partnership with Edelman, concluded that “thought leadership remains critical to customer engagement but breaking through the noise is harder than ever.”

To put these findings into practice as part of your content creation process, consider how The Video-Last Approach compares with The Video-First Approach.

The Video-Last Approach

It used to be very time-consuming, expensive, and complicated to create video content.

Go-to-market professionals used to start by creating content in what they, at the time, considered the most straightforward way:

  • Microsoft Word
  • Google Document

Or, if feeling a little more inspired:

  • Apple Keynote
  • Microsoft PowerPoint
  • Google Slides

After editing and refining the text content, many would loop in a graphic designer for visuals and eventually a videographer to create and produce video content. 

In this creative process, video production was completed as the LAST or final step and then embedded into the website page, landing page, or blog post.

The Video-First Approach

Today, go-to-market professionals often start with video at the BEGINNING, at the start, of their creative communications process.

Over the years, video as a content format for traffic generation has become much faster to produce, much less expensive to make, and much simpler -- even for non-professionals -- to create, at least around relatively simple content needs.

This video-first approach, rather than the video-last approach of the past, provides the foundation for triple-dipping:

  1. Video content asset (first asset)
  2. Repurposed into an audio content asset for a podcast (second asset)
  3. Repurposed into a text content asset for a blog post (third asset)

All from a single video and often just a single session with your subject matter expert)

How has your own video content marketing approach evolved? Do you still plan and create video content as you did five years ago? Let me know in the comments section down below.

Do you know someone else who could also benefit from this video on How Video Content Marketing Has Evolved? Be sure to share it with them. 

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