Video for Differentiation: Stick to One Differentiator

Video for Differentiation: Stick to One Differentiator

Video for Differentiation: Stick to One Differentiator. Spotlight your differentiator by comparing it to something the prospect knows. Why not use video for differentiation? It’s good at emphasizing one thing and it’s good at comparisons. Certainly one of them is commanding short attention spans long enough to put across one thing and video is good at is making comparisons. Explainer videos can be differentiator videos. But beyond that, if your make your one point of comparison memorable, you win. You can focus on creative decisions. How do we frame the comparison for the viewer? Differentiator videos could make a big difference in your content marketing strategy.

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According to Gartner analyst Hank Barnes, most technology marketers know they need to emphasize differentiators—so they make a list of them. But it’s hard to remember lists. Give prospects one thing to remember you by is Hank’s prescription. Spotlight your differentiator by comparing it to something the prospect knows. Why not use video for differentiation? It’s good at emphasizing one thing and it’s good at comparisons.

A new way to develop your video content strategy

Of course, there’s no “differentiator video” in the vocabulary of most marketers or the portfolios of video producers. But let’s ignore the usual categories and concentrate on the things video is good at. Certainly one of them is commanding short attention spans long enough to put across one thing and video is good at is making comparisons.

Explainer videos can be differentiator videos. Compuware, for example, has made numerous webinar-style videos comparing their source code manager to the competition’s. The explainer video here summarizes them in two minutes.

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