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Who’s winning in the video content marketing space?

Last updated on November 18th, 2015 at 04:33 pm

In today’s era of fast-paced information and short attention spans,  B2B firms and marketers that overlook videos may soon be left in the dirt.

Telling compelling brand stories can be challenging for B2B companies. An oft-cited reason is that their products and services aren’t as “glittery” as their B2C counterparts.

Nothing could be further from the truth. Actually, some B2B companies have been paving the way creatively for the last few years.

Let’s take a look at four of them in today’s post.

Maersk Line

Maersk Line is the largest container shipping company in the world and a social media behemoth in its field. It is pretty much everywhere (Facebook, Instagram, YouTube, Tumblr, LinkedIn, Google+, Flickr, and Twitter) and completely understands the role played by social media.

Videos can be found on two platforms: Facebook and YouTube. With 1.1 million followers and 17,700 subscribers respectively, the company has worked hard to build a massive fan  base.

A quick look at the video section on Facebook reveals major engagement rates. For example, one of the latest pieces, published October 2015, has garnered more than 41,600 views, 1,722 likes, 908 shares, and 72 comments at the time of writing this article. This virality is certainly due to the smooth panned shots, dramatic music, and an enticing description.

Last Thursday, Madison Maersk hit a record number of 17,152 TEU loaded while leaving the Port of Rotterdam. The Triple-E vessel also had a record number of 298 containers loaded at the 10th tier on deck, which was a first time ever for the port of Rotterdam. Watch Madison Maersk loading at and departing the Port of Rotterdam!

Posted by Maersk Line on Friday, October 9, 2015


The strategy behind the YouTube channel is slightly different. Subscribers and viewers have access to the latest updates on the company’s various activities around the world. There is a clear desire to humanize the brand and the shipping industry. And it works.



AGCO is a global agriculture manufacturer and the owner of several major brands, including Massey Ferguson and Challenger. According to Econsultancy, the firm “owes a decent portion of its $10 billion in net sales to its social media strategy.”

Part of the reason for its success is the use of videos to engage with customers. The company does a great job on Facebook and YouTube, where it offers a mix of educational content, occasional announcements, and short pieces featuring farmers from around the world.

Each video features a high quality professionalism to entice first-time viewers. The footage below, for example, hits the viewer with a bang:

Fifth Story

Toronto-based Fifth Story develops and distributes content for marketing and communications professionals. Its YouTube channel is dedicated to showcasing what it does for its clients.

Many of the videos are also re-used on Fifth Story’s website, as part of case studies that detail how the company has worked with the likes of Forests Ontario, Procter & Gamble, and CDIC; and helped them achieve successful results.


(Source: http://fifthstory.com/en/wolf-blass-wines/)

This approach offers three benefits:

  • It celebrates its clients;
  • The displayed achievements (see the “By the Numbers” and “Results” sections) create social proof and build trust; and
  • Fifth Story lets its work do the talking instead of tooting its own horns.

Method CRM

Another Canadian firm, Method CRM, has been using its YouTube page creatively to make its CRM platform more intuitive to leverage for QuickBooks customers such as small and medium-sized businesses.

Beyond the usual screen shares, the demos feature the voice of Errol Elumir, Video and User Tutorial Specialist for the company. His entertaining and enthusiastic tone creates a fun viewing experience and keeps you interested until the end.

He also presents the information in a way that would make sense someone who has never used the service.

And Errol has a sense of humor to boot:

Last but not least, Method CRM also takes the time to acknowledge and respond to comments from viewers.

When it comes to video content marketing, what are your favorite B2B firms?

Flickr photo via Creative Commons license


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Cendrine Marrouat
Cendrine Marrouat
Cendrine Marrouat is a content creator & curator, social media trainer, author, and photographer. She is also the founder of Social Media Slant, a blog helping small business owners and solo-entrepreneurs to figure out the basics of social media. "The Little Big eBook on Social Media Audiences: Build Yours, Keep It, and Win", her latest social media ebook, was awarded a 2015 Small Business Book Award in the Social Media Category. Website: http://cendrinemarrouat.com