Note: Like many of you, we’re safely working from home. And we’re offering our regularly scheduled blogging (plus a few special entries) to help you refine and re-evaluate your marketing efforts for whatever comes next.  

In the retail industry, preparedness and strategy have always been vital, but now, they are critical. With customers spending more time at home than usual—and many more shopping online—readying your brand for the influx of traffic and interest is a top priority.

There’s no way around it: your B2B brand needs content marketing. 

It’s how you scale. It’s how you talk about yourself, and it’s how you sell. And most importantly nowadays, it’s the foundation on which other critical components of your business are built, including lead generation and customer engagement. Why? Because content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.

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.