Video in B2B: What Works, What Doesn’t, and Where to Start

#240: Video Strategy | In this episode, Danielle sits down with Connor Lewis, founder of Studio Lewis, to talk all things B2B video - what works, what doesn’t, and how to actually get started. Connor spent years building in-house video from the ground up before going solo. Now, he works with B2B brands on high-performing video ads and he’s here to break down what he’s learned.

Danielle and Connor cover:

• Why production value doesn’t matter as much as you think
• How to turn existing blog posts and webinars into watchable video
• What’s working on LinkedIn video in 2025
• How to get started with video without hiring an agency or a full-time team
• Simple formats that make video approachable

Timestamps

• (00:00) - – Intro to Connor
• (04:18) - – Learning video by doing: from intern to strategist
• (06:18) - – What’s working in B2B video on LinkedIn in 2025
• (07:45) - – Three types of videos that perform best
• (09:06) - – Why video ads aren’t the best place to start
• (09:59) - – How to turn top blog posts into YouTube videos that rank
• (11:52) - – Using video to refresh blog content and boost SEO
• (12:32) - – How to use video effectively for virtual and in-person events
• (13:26) - – Repurposing Q&A sections from webinars into high-performing short clips
• (15:21) - – Creating shorts from top audience questions
• (16:34) - – The only parts of video that really matter
• (17:21) - – Why “how I” beats “how to” every time
• (20:31) - – The “reverse Rambo” hook format and how to use it
• (22:30) - – How setting and authenticity improve engagement
• (23:59) - – Why stiff, overproduced videos are killing your reach
• (26:37) - – How to get started with video if you don’t have a team or budget
• (28:43) - – Why marketers need to get comfortable on camera
• (29:05) - – Podcasts as a powerful entry point into video
• (30:02) - – How to test video with a simple 4-part limited series
• (31:38) - – Low-budget options that still convert
• (32:06) - – Why product marketers often make the best video collaborators
• (32:50) - – Final advice: don’t wait until it’s perfect, just start!

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