Video was the leading area of expected B2B content investment for 2025 in CMI's research, with 61% of marketers saying their organizations planned to increase investment. The figure indicates planned budget direction, not proof that video will outperform every other format for a small business.
Investment and effectiveness table
| Measure | Reported result | Local test |
|---|---|---|
| Organizations expecting more video investment | 61% | Compare production cost with qualified engagement |
| Marketers rating video most effective content type | 58% | Track by audience and buying stage |
| Marketers using short articles | 92% | Keep written research as a durable source asset |
| Marketers using videos | 76% | Identify where video adds information or trust |
| Marketers using research reports | 36% | Repurpose source-backed insights into multiple formats |
Source: CMI B2B Content Marketing Benchmarks, accessed August 5, 2026.
Start with a source asset
For a lean team, video should usually extend a researched article rather than compete with it. Pull one claim, one process, or one table from the source page. Write a short script, identify the intended viewer, and add one clear next step. This keeps production bounded and makes the relationship between the video and the article measurable.
Track completion rate, qualified clicks, assisted conversions, production minutes, revision count, and reuse across channels. High views with no relevant action may indicate distribution reach rather than buying intent.
The content repurposing playbook shows how to turn one research asset into a controlled set of derivatives. A content scheduling VA can manage the production and publishing queue.
Methodology and limits
CMI and MarketingProfs surveyed 1,186 global respondents, including 980 B2B marketers, in June through August 2024. The percentages are self-reported use, perceived effectiveness, or planned investment.
Frequently asked questions
Should video replace written research?
Usually not. Written research is easier to search, cite, refresh, and link. Video can add explanation and reach.
What is a reasonable first video test?
Repurpose one high-intent article into two or three short explainers and compare qualified outcomes with production time.
How can a VA help?
By preparing scripts from approved source material, coordinating assets, checking links, scheduling posts, and recording results. Final claims and positioning stay with the content owner.
Related Research
Sources
- Content Marketing Institute, B2B Content Marketing Benchmarks 2025: https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research-2025