This document discusses how to incorporate video into an inbound content marketing strategy to build trust and generate leads. It recommends researching customer needs and common questions to identify topics. Key steps include selecting topics through keyword research, charting the customer journey, choosing tools, and continually analyzing and optimizing the process. A case study example illustrates how one company used educational videos to address questions, establish expertise, and generate qualified leads. The presentation emphasizes making content helpful to the customer rather than promotional and repurposing videos across multiple channels.

1. Pairing B2B Content
Marketing with Video
How to get customers faster

2. Hi, this is me.

3. 7k subscribers
3M impressions
250k views
500+ leads

4. What we are
not going to
cover today
(We all can Google ideas)

5. The ingredients
only get you so far.

6. Without a recipe, it’s
difficult to get this.

7. Building blocks
Learning from a case study
Our step-by-step process
What you need to incorporate video into your inbound strategy
Taking an inbound content idea and pairing it with video
How to put this into practice at your company.

8. f + f + sme = trust
Faces
Frequency
Subject
Matter
Expertise

9. The Building
Blocks of Trust

10. “The trust we have in
people and organizations
comes in part from
believing that they do
care.”
- Stephen M.R. Covey

11. Researchers have found that our liking for a variety of
things (including pictures, sounds, foods, and smells) can
be increased with repeated exposure, suggesting that the
mere exposure effect isn’t limited to just one of our
senses.
One of the most striking findings from this research is that
people don’t even have to consciously notice the object in
order for the mere exposure effect to occur.

13. “Customer trust is a reciprocal
behavior to what they receive.
Trust comes when you
understand your customer’s
needs, respect them, and offer
relevant service.”

14. vs.

15. Trust accelerates the time to a sales
conversation and a close.
Traditional inbound

16. Trust accelerates the time to a sales
conversation and a close.
When Bob can watch videos +
build human trust at the same time

17. Case Study:
Educating, Building Trust,
and Generating Leads

18. Problems:
• We needed to generate
leads and establish brand
awareness
• Market was already saturated
with written content
• Videos were fluffy, left
visitors with lots of questions

19. It’s not about you. It’s about them.
How do I….
I’m considering…
I need to buy…

21. What Your
Customers
are Looking
For:
• Help me with my
immediate need
• Make it about me
• Show me your
expertise, don’t tell me
• I’ll trust you once you
help me

22. ”5 Things Every
Entrepreneur
Needs to Know
About
Accounting.”
“How do I ______?”
”What is _____?”
“Xero vs. Quickbooks”

25. “How to build a buyer
persona hubspot”
“How to create
personas in hubspot”

26. Don’t let
this fool
you. Make
sure you
dig
deeper.

28. When adding video into
your inbound strategy,
search intent and purpose
are still #1.

30. Now ask a question:
What is the journey
my prospective
customer goes on
when they search for
this?
And how do they end
up at my product?

32. Don’t forget CTAs in
video marketing.

33. How to do
video CTAs:
• End cards on YouTube
• Info cards on YouTube
• Mentions on the actual
video
• Links to a written
resource
• An exclusive guide for
that specific video
• CTA buttons (Vidyard)

34. Beware of the valleys of “this isn’t working”

35. It’s no longer “video
marketing” - It’s just
inbound marketing.

36. • Repurposing on
LinkedIn
• Recut/edit/reformat
if needed
• Captions, captions,
captions
• Offer a next step

37. Putting this to work in
your company

38. Step 1:
Research
from the
customer’s
point of view
• Talk to the sales team
• Read through comments
on YouTube channels
• Review common
objections
• Review competitor’s
video content
• LinkedIn Groups, FB
Groups, Reddit, Quora

39. • Find out what’s ranking in
Google SERP (SEMRush
or Ahrefs)
• What’s ranking on
YouTube (TubeBuddy)
• Review questions in
SEMRush
• Make a master topic list
Step 2:
Select a few
topics and
do your
keyword
research

40. Step 2:
OR – choose
a topic that’s
already
ranking on
your website
• Find out what’s ranking in
Google SERP (SEMRush
or Ahrefs)
• What’s ranking on
YouTube (TubeBuddy)
• Review questions in
SEMRush
• Make a master topic list

41. Step 3:
Chart out the
inbound
journey
• Search intent – what is the
viewer after?
• What is a logical next
step?
• What content do you
already have?
• What content will you
need?

42. Step 4:
Determine
your toolset
• What platform will you
use to drive an initial
conversion?
• How will you nurture the
relationship?
• What other tools do you
need to make a
frictionless journey?

43. Step 5:
Launch and
continually
analyze and
pivot
• Nothing is ever finished
• Video, just like written
requires refreshing
• The more videos you have,
the better your “inner
linking” between videos
(as well as written)
• Repurpose, repurpose,
repurpose

44. Bonus Section: Tools

46. Questions?
Ali Schwanke
Founder, Simple Strat
Content Marketing for B2B
ali@simplestrat.com
@alischwanke
simplestrat.com/resources
youtube.com/hubspothacks