Digital Marketing Video Marketing

How to Create An Effective B2B Video Script [Video]

Picture of Victoria Chemko
By Victoria Chemko

Hi, I’m Victoria Chemko, Founder of Umami Marketing. Predictions estimate that, by 2021, 82 percent of all internet traffic will be video. That's not very far off, so if you haven't already incorporated video into your marketing strategy - now is the time.

Here are 5 key considerations to help you get started on your own path to creating stand out video marketing for your B2B business.

Start with an Introduction

When creating a video, start with a goal. What is it’s purpose? Who is your intended audience? Determine what you’ll be talking about so that you can create a script that will be easy to digest for the viewer.

Create a short video title shot to capture interest and make sure to set the stage by introducing the topic at hand right off the bat - a teaser of sorts. This is of course key in dictating whether or not someone will continue watching. Then you can dive in to your opening and introduce the topic at hand.

Create Subsections or Titles  

Just like you should break up your content with subsections in a blog post, do the same when scripting your video. Make sure to break up your script into sections to provide smaller chunks of information that are easier for those watching to understand - I like to keep this to 3-5 sections at most, as otherwise it can be too much for those watching to digest everything at once.

Keep in Mind Video Length

Also, it’s important to keep in mind the length of your video. While there is data to show that very short videos are great (1 minute or less), if you’re trying to teach something more in-depth, there is nothing wrong with a video that’s 6 minutes or longer. It’s really key to ensure that you both are able to express what’s necessary for your video’s goal, but also keep things punchy and interesting so that you capture interest and also get your message across.

Provide Examples and Imagery or Links

To keep things fun and visually interesting for the viewer, plan to provide examples, imagery and links of what you’re sharing. For whoever is doing your video editing (which may be yourself to start), try to use a ‘zoom in and zoom out’ technique to capture interest, and aim to not talk for more than 15-20 seconds without changing the shot in some way. This could mean zooming in or out, adding in an image, or showing a Title on the screen for the next section you’ll be discussing.

Also, keep things entertaining and engaging with humour, if it feels right for your intended audience.

Summarize and Wrap It All Up

Just like any good story or video, you’ll want to make sure that you summarize what you’ve discussed at the end to repeat what you’ve highlighted and wrap it all up. End on a positive note and engage your viewers to give them something to look forward to each time. From there, you can include a relevant Call To Action to provide viewers with a clear next step.


To help you build the most engaging B2B video script:

  1. Start with an Introduction
  2. Create Subsections or Titles
  3. Keep in Mind Video Length
  4. Provide Examples and Imagery or Links
  5. Summarize and Wrap it Up

Now that you know more about how to create an engaging B2B video script, please check out our recent blog posts covering other useful Inbound Marketing tips.


If you liked this video, subscribe to the Umami Marketing YouTube Channel and the monthly Digital Marketing Postcard. I’ll be back again in the new year to answer more of your questions. See you soon!