Heather Carnes

Recent Posts

For B2B Video Content, Less Is More

By Heather Carnes | Jun 25, 2019 8:00:00 AM | Content and Creative

Video content just got a bit more compelling for B2B marketers. A new report from Vidyard indicates that while B2B video is getting shorter, viewers are actually watching longer. The report says that last year, the average length of published videos was a little more than four minutes, which is 33 percent shorter than 2017’s average length of a little over six minutes. And just a year prior to that, the average length was more than 13 minutes. The trend toward shorter videos has been declining at a fast, consistent rate. And we shouldn’t find this surprising, considering the data. According to the report, videos under a minute long have the highest completion rate, with 68 percent of viewers watching to the end. 

So what does this mean for B2B marketers? As video continues to surge for both relevance and consumption for B2B, bigger (or longer) is not always better. According to the report, 87 percent of B2B video watching is still happening on desktop, which means B2B buyers are often watching video on their desktops while at work. They want to get the information they need, have it be high-value, then move on. What does your video strategy look like as we move into the latter part of 2019? Video is having, and will continue to have its moment in B2B. And just like many things in life, when it comes to B2B video, less is definitely more.

5 Reasons for Documenting Your B2B Content Marketing Strategy and Calendar

By Heather Carnes | Jun 18, 2019 7:00:00 AM | Content and Creative

B2B marketers agree that a strong content marketing strategy is important, but project demands and budget constraints often leave team members “doing what they can” when time allows. If this sounds familiar, you may be missing out on valuable opportunities and selling your organization short.

What B2B Marketers Can Learn from a Record-Breaking "Jeopardy!" Champion

By Heather Carnes | Jun 11, 2019 8:00:00 AM | Content and Creative
Image courtesy YouTube, 06/03/2019, Final Jeopardy!


James Holzhauer, a single-game record-breaking “Jeopardy!” champion, credits an interesting source for learning so many interesting facts: children’s books.

Webinars Emerge as the No. 1 Preferred Type of B2B Content

By Heather Carnes | Jun 4, 2019 8:05:03 AM | Content and Creative

Videos and webinars are emerging as the top form of content for reaching B2B professionals, according to a new industry report by BrightTALK. 

4 Ways a Documented Content Marketing Strategy Can Help You Reach Your Goals

By Heather Carnes | May 28, 2019 10:57:29 AM | Content and Creative

Is your content marketing strategy documented? We ask because according to the Content Marketing Institute, 89% of B2B marketers are using content marketing, but just 37% have a documented content marketing strategy.

How B2B Marketers are Measuring Content-Driven Campaigns

By Heather Carnes | May 21, 2019 8:00:00 AM | Content and Creative

While most B2B marketers are using content marketing, few are actually measuring the outcomes and payoff of their efforts.

New Report on B2B Buying Preferences Highlights the Trust Gap Between Vendors and Buyers

By Heather Carnes | May 14, 2019 8:01:00 AM | Content and Creative

A new report released by Trust Radius, “The 2019 B2B Buying Disconnect,” is an in-depth study on buying preferences, vendor impact and the trust gap in B2B technology.

The Full-Service Agency: More Valuable than Ever

By Heather Carnes | May 7, 2019 8:00:00 AM | Content and Creative

Recently, a resurgence in “rebundling,” or reversing the now prevalent multiple-agency model, has been top of discussion. And for good reason.

How and Why You Must Improve or Remove Your Old Content

By Heather Carnes | Apr 30, 2019 8:00:00 AM | Content and Creative

While it’s easy to look into the future and focus on new initiatives, sometimes taking a look into the past can be even more rewarding.

Curation from Within: 3 Steps to Make the Most of Existing Content

By Heather Carnes | Apr 23, 2019 8:00:00 AM | Content and Creative

While content curation typically involves sharing and taking inspiration from third-party content (with credit, of course), the curator’s mindset can also be applied by looking within. Exploring your own content assets provides a great opportunity to amplify your most successful assets that are already providing great results.

Instead of taking chances with new, unproven content ideas, repurposing and curating from existing top-performing assets is a great way to boost your content marketing strategy and create a wide variety of content that can help different buyers move through the buyer's journey.

So how do you get started? In three steps, you’ll be able to assess, align and amplify.

Step 1: Assess which assets to amplify. Discover which assets are performing the best by conducting a content audit and analyzing the data.
Step 2: Align top performers with current audience needs. Just because something performed well in the past doesn’t mean it will in the future. Compare top performers to what’s relevant to your audience today.
• Step 3: Amplify by recycling, repurposing, republishing and repackaging. When you rethink your existing content, you’ll be able to create longevity and sustainably supplement your content marketing efforts.

What content does your organization have that can be repurposed into something different – and possibly even more effective? Think about your buyer's journey and existing assets, and fill in any gaps that may exist in your content strategy. At Red House, we help clients make the most of their content programming with long-lasting content that can stand the test of time – and ROI.

Read the source article on Content Marketing Institute.

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