Do You YouTube?

Peter Ross

VP, Corporate Marketing

More and more IT Pros watch online videosOnline Videos

It wasn’t long ago YouTube was considered the video sharing service where you would only go to watch videos of skateboarding squirrels or the latest celebrity wardrobe malfunctions. Because of this undeserved reputation, YouTube wasn’t taken very seriously by technology marketers as a viable channel to attract serious technology pros. That all changed when Google acquired YouTube in 2006, making videos higher ranked in the search engine’s algorithm which in turn helped tech marketers to connect their content with actual IT buyers. The benefits of including videos in the content marketing mix has increased over time for many technology companies regardless of size and audience. In a recent Media Consumption research study we conducted with over 1800 IT buyers, results show a sharp increase in the use and effectiveness of online videos with this audience over the past four years.  This feedback indicates IT pros would increasingly prefer you “show, not tell” them your story.

Showcase your personality or brand in 60 seconds

IT Pros attention spans are getting shorter and videos are an opportunity to captivate, engage, and educate more  immediately than longer form content that requires a higher degree of concentration.

It’s a lot easier and more natural to convey your personal brand through a short video clip versus a white paper or webcast. Some technology experts have mastered how to capture the attention of IT buyers through “edutainment” methods that offer educational technical tips, insights and takeaways in an entertaining format that captivates viewers and keeps them coming back for more. One subject matter expert that comes to mind is Brian Madden, who has built a strong brand and is highly regarded around the world as “an opinionated, super technical, fiercely-independent desktop virtualization expert.” His trademark videos do an amazing job showcasing not only his personality, but reinforce his credibility and subject matter expertise.

Video content for every opportunity

By including video content as part of your marketing strategy, you increase your chances of going viral and being shared through other social media channels. EMC is a good example of a technology company that invests heavily in video content to reach and attract an IT audience. It’s evident from their wide selection of videos that EMC is realizing a great deal of value reaching this audience through this channel. And best of all, you don’t have to be George Lucas or Steven Spielberg. There are several different approaches to take to create compelling and captivating video content. Recently, at TechTarget, we’ve had success experimenting with new and different techniques to better connect with technology marketers such as short videos (< 3 minutes), intro video clips on new products and solutions, compiling customer sound bites, internal training videos and behind the scenes videos featuring employee perspectives. Ongoing projects are building a portfolio of customer video case studies and capturing panelist discussions at F2F events. We are always striving to be as creative and interesting as possible to keep our viewers interested, engaged, and coming back for more.

Share technology videos you see

If you have examples of technology related videos or YouTube channels you think are worth sharing, please send them along to help us continuously improve how we interact and engage with our customers and IT professionals on our TechTargetYouTube channel.

Follow me on LinkedIn and Twitter.

brand, branding, Brian Madden, content marketing, EMC, Google, IT buyer preferences, media consumption, research, videos, YouTube

Contact Sales