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Planning Tip 101: Create Engaging Content

In this article and video, I will cover some of the various planning tips when shooting a B2B video for your business.  This video series is about my experience and insights on how to execute a successful B2B video shoot.

One of the most important aspects of using B2B video is that the same equipment can be used for live streaming too.  That said, it is necessary to plan well in advance as there are specific activities which need to be identified prior to beginning your shoot, namely setting the stage to create engaging content.

I would guess you already have a number of existing articles or blogs as many call them.  The first thing you can do is to identify some of the most engaging contet pieces and plan to record them as videos.

Secondly, your products!  Your pre-sales teams and salespeople have been thoroughly trained in demonstrating these products to customers.  Now is the time to get your teams to make their screen debuts and demonstrate your technologies or SaaS so anyone can watch, 24/6 - 365 days a year.

Next, your customers!  When your customer success teams visits an existing customer, ensure they ask if they wouldn't mind appearing in a video to talk about your company and how amazing your service is and how great your staff are looking after them.

Last, but not least, there's your company story, your path to success, your staff and all the people who make up your team and the actual work they do.  everything can and needs to be filmed, because that is exactly what your prospects want to see and it's the reason your About Us page is one of the most visited after your Home page.

People buy people and the more you can show prospects at the beginning of their journey, the more likely they will be to entertain you by listening to what you have to say. 

Table of Contents

  1. Define Your B2B Video Theme and Objective
  2. Choose the Format and Style
  3. Select a Location
  4. Plan Your Schedule and Script
  5. Cast the Right People
  6. Video Structure: A Roll and B Roll
  7. Choosing Your Equipment
  8. FAQs
  9. Key Takeaways
  10. Conclusion

Tip 1. Define Your B2B Video Theme and Objective

Before you start filming, it's essential to define the theme and objective of your B2B video. Is it educational, sales-focused, or an interview? Is it a one-off video or part of a series? Consider your target audience and the purpose of your video to create a clear and engaging message.

Whilst identifying the theme, which can be pretty straightforward, the objective is critical.  Are you simply intending to teach and have no call-to-action or is the video part of a bigger picture that needs to illustrate n ROI and sit within a journey made by your prospect.

You may be familiar about the acronym TL;DR, i.e., Too Long Didn't Read.  Well, the same can apply to video.  Here's the problem and solution; create and shoot a video to ensure you can get your point across. In the same way your written content will have an executive summary, so the same for your video.  Give your viewer a summary and tell your prospects what they're going to get out of watching your video.

Tip 2. Choose the Format and Style

Decide on the format of your video: talking heads, explainer videos, product videos, or interviews. This decision will influence the style, angles, and lighting used in your video.

There is always going to be a challenge as to the best way to present your programme, however, if you take some time to determine if it will be suited to one long video or split into a short series, even if it is all filmed at the same time.

Tip 3. Select a Location

Choose a suitable location that reflects your brand image and the theme of your video. Options include your office, a rented studio, a meeting room, or even a hotel room.

Depending on the nature of your video, you can always use a green screen background and then select the best background for your shoot. For example, if you want to show that you're filming in another country, simply change the background!

If you're going to film a series, then you simply need to have your script set up accordingly, i.e, when to stop and start.  A word of advice; get the host to take a change of clothing, especially shirts and ties.

Tip 4. Plan Your Schedule and Script

A well-planned schedule ensures a smooth and efficient shooting process. Invest time in scripting and rehearsing your lines, as this will help your on-camera performance. A teleprompter can be a helpful tool for delivering your message accurately and confidently.

Whilst you will undoubtedly read through your lines and so on, it is important that the camera operator knows what you're doing and can decide accordingly when setting up the cameras.  If you're shooting live, they will be forewarned to switch cameras and angles. 

When I use a teleprompter, I insert two forward slashes '//' to indicate a pause.  I also write my script how I talk and it is not always grammatically correct, but that doesn't matter when you're talking.  People want to hear the real you.

Tip 5. Cast the Right People

Choose the appropriate people to appear in your video, considering their aptitude and comfort in front of the camera. Actors can also be a viable option to portray your business in a professional manner, especilly if you don't have the confidence to 'front' the business yourself, and there is absolutely nothing wrong with that..

If you're selling to potential prospects, put a salesperson in front of the camera.  If you're explaining your product, use someone from pre-sales.  If you're looking to talk about the company,  then the CEO is the best person - or an actor! 

Tip 6. Video Structure: A Roll and B Roll

'A Roll' refers to the main footage featuring the talent, while B Roll consists of a second or third camera angle, additional video clips, images, or animations inserted to create visual interest. Use multiple cameras and angles to keep the viewer engaged and maintain a dynamic viewing experience.

When filming, you will realise that you simply cannot get it word perfect every time.  That is why you can keep the cameras rolling and start again.  Having more than one camera enables your editor to switch to a different camera and to not have any jump cuts, which overtly shows there was an edit.

Tip 7. Choose Your Equipment

Deciding on the equipment you will use for your video shoot, such as cameras, tripods, sliders, or gimbals can be a daunting task, however, when you understand you could shoot everything on an iPhone, I hope it will become less of a big deal.

Part of the process is to first understand what does what and if and why you should invest in the technology.  This is a particular area I will help you through simply becuse it is all about functionality and not jusr features.

Technology has moved at a certain pace which means you can extract the most value from equipment, i.e., using the same cameras for video, live streaming and taking photographs.  

Next up in simple terms is lenses, lights, and mics.  Market forces have made these items extremely affordable and available at every price point that means there is no barrier to entry - except the expertise to point, shoot and edit.  That's why we offer a workshop series to help get you started. 

Finlly, there is the editing process, whether you're using a single or multiple cameras.  Editing software has also become very accessible and if your company already uses Adobe, it's likely you already have access oto the software. 

Platforms like LinkedIn Learning offer extensive training programs (as does the University of YouTube!) to help guide you through editing multiple cameras with matching color grading ensures a consistent visual style.

Planning Tips FAQs

Q: What factors should I consider when planning a video shoot?

A: Consider the theme, objective, format, style, location, schedule, cast, video structure (A Roll and B Roll), and equipment.

Q: What is the difference between A Roll and B Roll?

A: A Roll refers to the main footage featuring the talent, while B Roll consists of additional clips, images, or animations inserted to create visual interest.

Q: How can I ensure the success of my video shoot?

A: Proper planning and preparation, including scripting, rehearsing, and choosing the right equipment, are crucial for a successful video shoot.

Key Planning Tips & Takeaways

  1. Define the theme and objective of your video to create a clear and engaging message.
  2. Choose the format, style, and location that best represent your brand and theme.
  3. Plan your schedule, script, and cast to ensure a smooth and efficient shooting process.
  4. Use multiple cameras and angles, along with A Roll and B Roll footage, to create a dynamic and engaging viewing experience.


In conclusion, these planning tips for B2B videos are only the tip of the iceberg.  Proper planning and preparation are crucial for creating engaging and effective video content. By following these steps, you can make the most of video as a powerful sales and marketing tool for your business.

My final point; according to Demandbase, 100% of B2B organisations want to self-serve and self-educate before engaging with a saleperson.  Providing an open access website without gated content and a wide selection of videos will set your business head and shoulders above your competition. 

Go to our Digital Selling pages to see how you can change the way you work and scale up your business.


The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.

Nigel has founded multiple start-ups, is a published author, public speaker and hosts both a podcast and business live streaming show, broadcast on LinkedIn Live, YouTube & Facebook. He also has extensive knowledge of MarTech software, creative hardware and software, and A.I. prompting tools.  Contact: 0800 970 9751 or email This email address is being protected from spambots. You need JavaScript enabled to view it.