One of our clients, a global seller of lawn and garden products, has a term for how its teams manage content syndication across online retailer platforms: “spreadsheet hell.”

In those first unsettling weeks of the pandemic lockdown, feel-good commercials from brands like Ford, Johnson & Johnson, and Charmin may have brought tears to your eyes. All the hashtags, “in it together-ness,” and sensitivity had us feeling some kind of way.  

Now—although the crisis is far from over—we’re sort of jaded, and we realize Ford is still trying to sell us cars, albeit a bit more gently than usual. Ad-industry friends joke about the overuse of words like “unprecedented situation” and “challenging times.” But deep down, we’re still taking comfort in hearing from the brands that define American life. 

You know what your B2B company needs? 

Video. 

Of course you know that. Video marketing has an extremely high engagement rate, and, when done well, can drive desired viewer behavior, raise awareness, and change how your brand or product is perceived.