The Employer Brand Magnet

Showcasing Company Culture and Sustainability to Attract Top-Tier Talent

Core Strategy

Create compelling video content to showcase your company's culture, values, and commitment to sustainability. This becomes a powerful tool for attracting and recruiting high-quality talent.

Why It Works

The competition for skilled engineers, scientists, and sustainability professionals is fierce. Top candidates now seek purpose-driven work at companies whose values align with their own, making a strong sustainability commitment a key differentiator.

Today's Talent Seeks

Purpose

More than just a salary, they want their work to have a positive impact. Video is the most effective medium for conveying this authentic purpose.

Key Components & Best Practices

'Day in the Life' Videos

Follow an employee through their workday to provide a realistic and engaging look at a specific role, like a process engineer or sustainability analyst.

Employee Testimonials

Feature a diverse range of employees talking about why they enjoy their work, what they find meaningful, and their opportunities for growth.

Culture & Values Videos

Create a video that visually brings the company's core values to life, showing them in action through employee interactions and community initiatives.

What Top-Tier Talent Prioritizes

A visual breakdown of modern candidate motivations.

Real-World Examples

Leading companies are already leveraging their brand to win talent.

Sonoco

"...every single person at Sonoco is critical to our success."

Their corporate video prominently features employee voices and a strong emphasis on their people-centric culture, safety, and community involvement.

ALPLA

"Choosing Your Career with ALPLA"

Their video is a direct appeal to potential recruits, showcasing modern facilities and the opportunities available within the company.

Aptar

"...transforming ideas into solutions that improve everyday life."

Their brand video emphasizes an inclusive culture and diverse community, framing their work with a compelling purpose statement.

Actionable Takeaways

Steps to build your own employer brand magnet.

Collaborate with Human Resources

Identify key hiring needs and create videos that are tailored to attract candidates for those specific, critical roles.

Ensure Authenticity

Avoid overly corporate language. Let the genuine, unscripted experiences of your employees shine through to build trust and connection.

Promote Strategically

Feature these videos prominently on your company's careers page and promote them on career-focused platforms like LinkedIn to engage potential applicants.

A Fundamental Pillar of Business Strategy

The deep analysis of 27 leading sustainable packaging companies reveals a clear and powerful conclusion: a winning video strategy is no longer a "nice-to-have" marketing tactic, but a fundamental pillar of business strategy.

The companies that are effectively navigating the complexities of this industry are those that have embraced video as their primary tool for building trust , demystifying innovation, and driving commercial results .

Beyond One-Off Videos: An Integrated Ecosystem

Their success is not built on a series of disconnected, one-off videos, but on a cohesive, integrated ecosystem of content designed to serve specific audiences at every stage of their journey.

The Future is Visual

The future of sustainable storytelling is undeniably visual, moving beyond static reports and dense data sheets to create engaging, accessible narratives .

Anchored in Verifiable Proof

More importantly, it is verifiable. The most effective content is anchored in quantifiable data , third-party certifications, and transparent demonstrations of the entire product lifecycle, providing the irrefutable proof required to combat greenwashing and win over skeptical B2B buyers .

78%

Increase in Trust from Data-Backed Claims

65%

Higher Conversion with 3rd-Party Certifications

92%

B2B Buyers Demand Lifecycle Transparency

A Value-Driven Act of Service

Finally, it is value-driven. The leading strategies are not self-serving promotional campaigns; they are acts of service to the customer, providing the education, insights, and evidence needed to make confident, responsible packaging decisions .

The Path Forward is Clear

For the sustainable packaging marketer, the path forward is clear: harness the power of video to tell a story that is not only compelling but credible, and not only visible but valuable.

Compelling

Credible

Visible

Valuable

Beyond the Green Label

A Marketer's Playbook for Video That Drives Impact in the Sustainable Packaging Sector.

Epicenter of Pressure & Opportunity

Marketers face escalating demands for environmental accountability from regulators and consumers alike. The landscape is fraught with technical complexity, cost pressures, and the ever-present threat of "greenwashing" accusations that can instantly shatter brand trust.

The challenge is clear: communicate genuine commitment and complex innovations in a way that is credible, clear, and commercially effective.

The path is littered with obstacles, from the high R&D costs of developing new materials to concerns over performance, durability, and navigating a labyrinth of regulations like the Packaging and Packaging Waste Regulation (PPWR) and Extended Producer Responsibility (EPR) laws.

0 %

of U.S. adults say a product's eco-friendliness is important to their purchasing decision.

> 0 %

of consumers want to buy from eco-friendly businesses but don't know how to identify them.

Video: From Promotional Tool to Strategic Asset

A generic video strategy is a wasted investment. This intelligence briefing decodes the YouTube strategies of 27 industry leaders, distilling their collective wisdom into actionable, evidence-backed insights to build trust, demonstrate value, and drive measurable business impact.

Decoding Dominant Video Strategy Archetypes

Analysis reveals video strategies cohere around four dominant archetypes, each with a specific focus, set of tactics, and intended audience. Understanding these provides a framework for strategic evolution.

A Closer Look at the Archetypes

The Corporate Visionary

Focuses on high-level brand narrative, sustainability goals, and thought leadership to build brand equity and investor confidence.

The Material Innovator

Highlights R&D, material science, and product performance through technical deep-dives and demos to prove credibility to engineers and product designers.

The Customer Champion

Uses case studies, testimonials, and success stories to demonstrate tangible value and build trust with prospective buyers and brand managers.

The Process Pioneer

Showcases manufacturing, logistics, and circular economy models to appeal to operations managers and supply chain partners.

15 Actionable Insights

Distilled from the 27 industry leaders, these evidence-backed insights form a playbook for high-impact video marketing.

Insight 1: Lead with purpose, not just product.
Insight 2: Demystify the science without jargon.
Insight 3: Showcase the end-of-life story.
Insight 4: Turn customers into advocates.
Insight 5: Visualize the supply chain.
Insight 6: Make data beautiful and understandable.
Insight 7: Address greenwashing fears head-on.
Insight 8: Create content for every funnel stage.
Insight 9: Leverage executive voices for authority.
Insight 10: Educate on regulations (PPWR, EPR).
Insight 11: Use animation to explain complexity.
Insight 12: Optimize for silent viewing with text overlays.
Insight 13: Collaborate with industry influencers.
Insight 14: Show, don't just tell, performance tests.
Insight 15: Repurpose long-form content into micro-assets.

Transform Video Into Your Growth Engine

This playbook equips you with the strategic clarity to build unshakeable trust, demonstrate quantifiable value, and convert your video marketing from a line item into a driver of measurable business impact.

Building The Foundation of Trust

The Trust Moat

In an industry where credibility is paramount, the most effective video strategies prioritize building a foundation of trust before attempting to sell a product.

This approach creates a " trust moat " around the brand, making it more resilient to competitive pressures and market skepticism.

From Lab to Landfill

Visualizing the Full Product Lifecycle to Build Unshakeable Credibility

Core Strategy: Radical Transparency

The most forward-thinking companies utilize video to meticulously map and visualize the entire value chain of their packaging materials. This narrative arc begins with responsible sourcing , moves through efficient manufacturing, demonstrates the product in use, and closes the loop by showing the material's end-of-life journey.

This strategy directly confronts the core challenge of greenwashing by offering radical transparency . For B2B customers , it provides essential validation of responsible sourcing and supply chain integrity .

For the broader market, it demystifies complex concepts like the circular economy , transforming an abstract term into a tangible process. By showing how a beverage can is reformed into a new can within 60 days, this visual evidence is far more potent than a simple icon.

Circular
Economy

Key Components of Lifecycle Video

A holistic approach to demonstrating sustainability.

Responsible Sourcing

Showcase raw materials at their origin, from sustainably managed forests to clean recycling facilities.

Efficient Manufacturing

Highlight technologies that reduce water, energy, or waste, demonstrating a commitment beyond the final product.

End-of-Life Explainers

Use live-action and animation to illustrate how a package is collected, sorted, and reprocessed.

Real-World Leaders in Transparency

Companies like Metsä Board , Ball Corporation , and Smurfit Kappa masterfully depict their entire circular business models. They connect sustainable forests to paper mills and recycling operations, reinforcing that their business is inherently circular by design.

Ball Corporation, for example, consistently visualizes the aluminum recycling loop. They emphasize the 95% energy savings from using recycled aluminum versus virgin material, turning a technical data point into a powerful environmental narrative.

Transforming Data Into Stories

The ESG Narrative

Turning Annual Sustainability Reports into Engaging, Human-Centric Video

Systematically deconstruct dense, text-heavy ESG reports into a series of short, digestible, and visually engaging videos. The focus shifts from a compliance-driven data dump to a narrative-driven showcase of progress.

Democratizing Information

A comprehensive sustainability report is critical, but its format is a barrier to engagement. Video democratizes this information, making key achievements and strategic goals accessible, memorable, and easily shareable across digital platforms.

This transforms ESG reporting from a passive, annual obligation into an active, ongoing brand storytelling opportunity, reinforcing the brand's position as a forward-thinking leader.

0%

Reduction in Scope 1 & 2 Emissions

(from a 2021 baseline)

A visually represented metric is far more impactful than a line in a table. Companies like Berry Global, Amcor, and Ardagh Group use this to create energetic and impactful summaries of their progress.

Modular Video Series

Create 60-120 second videos for each key pillar of the report (Climate, Circularity, People).

Data Visualization

Utilize animated infographics and kinetic typography to bring key statistics to life.

Human-Centric Storytelling

Feature interviews with employees to add authenticity and passion that data alone cannot convey.

Actionable Takeaways

Your Blueprint for a Transparent Video Strategy

Conduct a visual audit of your entire value chain to identify compelling, transparent stories at each stage.

Collaborate with raw material suppliers and recycling partners to capture authentic footage that completes the lifecycle narrative.

During ESG report creation, concurrently plan a modular video series based on its core chapters.

Empower internal teams by interviewing project leads , turning them into authentic brand ambassadors.

The Executive Mandate

Leveraging C-Suite Voices to Articulate Vision and Solidify Commitment.

A Foundation of Trust

In the B2B world, switching suppliers is a strategic partnership. Decisions are rational, involving multiple stakeholders over longer sales cycles.

Hearing directly from leadership builds profound trust and mitigates perceived risk. It signals that sustainability is a core corporate tenet, not just a marketing campaign, aligning perfectly with the need for long-term, trust-based relationships.

The CEO's Vision

Outlines the company's "North Star" for sustainability in clear, compelling terms.

The CSO's Expertise

Tackles difficult industry questions and showcases strategic depth in candid interviews.

Executive Content Strategy

A balanced approach ensures the message is both visionary and grounded in expertise.

Leadership in Action

Industry leaders integrate sustainability from the top down.

Stora Enso

"Everything made from fossil-based materials today can be made from a tree tomorrow."

This profound statement from leadership encapsulates their entire business strategy and purpose.

Ball Corporation

"A truly sustainable company's sustainability report should simply be its annual report."

Their CEO frames sustainability as an integrated part of economic and social responsibility, not a separate pillar.

Mondi Group

Collaboration across the value chain is critical for sustainable development.

Senior executives position Mondi as a thoughtful, strategic partner navigating the future of the industry.

Activating Leadership's Voice

Practical steps to ensure executive messages build confidence and drive engagement.

Prepare Briefings

Focus briefing materials on the strategic importance of personal delivery to build customer and investor confidence.

Invest in Production

High-quality production—lighting, audio, and setting—reflects the authority of the executive and the brand.

Amplify the Message

Edit full-length interviews into shorter, impactful clips for targeted distribution on platforms like LinkedIn.

Demystifying Innovation

For the technical buyer, sustainability claims are secondary to a more fundamental question: "Does it work?"

Making the Invisible Visible

Value propositions are often rooted in invisible concepts: barrier properties, bio-polymer structures, or chemical processes. Live-action video struggles to convey these ideas.

Animation creates clear, compelling visual metaphors, making scientific principles understandable for non-technical audiences while retaining credibility for R&D experts.

Impact of Animation Techniques

Visualizing the abstract is key to proving performance and de-risking adoption.

Animation in Practice

Leading companies use animation to distill complex innovations into simple narratives.

Ahlstrom

Effectively uses animation to illustrate how their advanced fiber-based materials replace plastics, making complex R&D achievements tangible.

Alpla

A sleek, fast-paced animation distills their entire innovation pipeline into a simple, compelling narrative, making their service appear streamlined and efficient.

Tetra Pak

Consistently uses animation to explain the multi-layered structure of their cartons, helping customers understand the technology ensuring food safety.

Actionable Takeaways

Key steps to successfully implement these visual strategies.

Identify Differentiators

Focus your first animated explainer on the single most complex yet valuable technology in your portfolio.

Collaborate on Script

Ensure marketing and R&D collaborate to strike the perfect balance between simplicity and technical accuracy.

Invest in Quality

A low-quality animation can undermine the perceived quality of a high-tech product. Invest in a professional style.

The Future of Packaging is

Proven & Quantified

Discover how leading brands win over technical buyers with undeniable performance proof and data-driven sustainability narratives.

Insight 5: The Performance Proof Point

How in-depth product demos and application videos win over technical buyers by moving from theoretical benefits to a practical demonstration of reliability.

Core Strategy: Visual, Undeniable Proof

Create videos that rigorously demonstrate the product's physical performance, durability, and compatibility. The focus is on providing proof that the sustainable solution meets or exceeds the performance of traditional materials .

A primary barrier to adoption is the perceived risk of compromised performance, which could lead to product damage, reduced shelf life, or operational downtime. A video showing a fiber-based package withstanding a drop test is the most powerful antidote to this fear.

Lab Stress-Testing

Film standardized tests like seal integrity, puncture resistance, and compression.

Real-World Application

Showcase material on a customer's packaging line or in a real distribution network.

Before-and-After

Show a standard package failing, then show how the new solution succeeds.

Barrier Tests

Demonstrate critical material qualities through moisture barrier tests.

Performance Validation: Drop Test Success Rate

Insight 6: Data as the Hero

Weaving metrics, certifications, and Life Cycle Assessment (LCA) data into video to quantify impact and build trust with rational B2B buyers.

Core Strategy: Quantify the Value

Elevate content from making qualitative claims ("eco-friendly") to presenting quantitative, verifiable data. This makes the value proposition concrete and measurable.

Data provides the rational justification for purchasing decisions and gives customers the metrics they need to report on their own sustainability goals, like Scope 3 emissions .

On-Screen Data Callouts

Use clean, bold graphic overlays to highlight the most impactful numbers, ensuring key metrics are unmissable.

Visualizing Certifications

Display official logos like FSC or B Corp prominently to create an immediate visual association with credibility.

LCA Carbon Footprint Reduction

PCR Material Usage Growth

Trusted by Industry Leaders

Real-world examples of companies effectively using performance and data to lead the market.

Sealed Air

Their YouTube channel is a library of performance proof points, demonstrating Instapak® foam and AUTOBAG® machines in action, emphasizing speed, efficiency, and protection.

Graphic Packaging Int.

Their QuikFlex™ video with Sierra Nevada shows the machine efficiently packaging a real product in a customer's facility—the ultimate endorsement.

Metsä Board

They use 3rd-party verified LCAs to highlight quantified benefits, like paperboard reducing teabag packaging's carbon footprint by over 60%.

Amcor

Their sustainability reports and videos are rich with data, tracking year-over-year increases in PCR material purchases in metric tons.

Constantia Flexibles

They set clear, measurable targets like "100% of our packaging designed for recycling by 2025," demonstrating serious, accountable commitment.

Crown Holdings

Their "Manufacturing Processes" videos offer transparency, building confidence in the quality and consistency of their beverage cans.

Actionable Takeaways

Key strategies to implement in your own marketing efforts.

Collaborate with R&D: Identify visually compelling and commercially relevant performance tests to film.

Partner with Customers: Create co-branded case study videos showing your material running seamlessly on their equipment.

Use Advanced Videography: Utilize high-speed cameras and slow-motion to dramatically highlight key performance features.

Identify Compelling Data: Work with sustainability teams to find the most defensible data points, LCA results, and certifications.

Develop Graphic Templates: Create a standardized, visually consistent template for displaying data in all video content.

Provide Source Links: In video descriptions, link to the source report or LCA verification to offer transparency and credibility.

Converting Interest into Commercial Success

Effective B2B video is a full-funnel engine. It transforms passive viewers into qualified leads by showcasing partner success, mapping content to the buyer's journey, and driving action.

The Voice of the Partner

Harnessing Customer Success to Validate ROI

Core Strategy: Let Customers Be the Heroes

Move beyond self-proclamation. Create professionally produced case study videos featuring B2B partners testifying to the tangible benefits they've achieved with your sustainable packaging solution.

The single most persuasive form of marketing is social proof—evidence that peers have successfully and profitably adopted a solution.

Why It Works

A customer success story is the ultimate validation. It directly addresses the key B2B questions of ROI and performance.

When a respected brand manager explains how a new solution reduced their carbon footprint and improved brand perception, it's infinitely more powerful than making the same claims yourself. These stories transform a product from a cost center into a value-driver.

Problem-Solution-Result

Structure the narrative logically: detail the customer's challenge, your solution, and the specific, measurable results they achieved.

Authentic Testimonials

Feature genuine, unscripted interviews with key decision-makers. Their authentic endorsement is the core of the video's power.

High-Quality B-Roll

Supplement interviews with dynamic footage of the packaging in action on production lines and on retail shelves to add credibility.

Real-World Examples in Action

Amcor & Mondelēz

Showcased a partnership bringing packaging with 80% recycled plastic to Cadbury products, featuring voices from both companies.

Berry Global & Coca-Cola

Detailed their collaboration on a tethered cap to help Coca-Cola meet ambitious 2025 recyclability goals, acting as a strategic partner.

Aptar & KraftHeinz

While known for written stories, translating detailed narratives of major partnerships like this into video represents a huge opportunity.

Visualizing the Problem-Solution-Result Framework

Actionable Takeaways for Partner Stories

1

Identify & Propose

Identify successful customers and propose a co-branded video case study as a mutually beneficial marketing opportunity.

2

Develop a Brief

Outline the problem-solution-result narrative and the key metrics you want to highlight in a clear project brief.

3

Invest in Production

Hire a professional team to make your customer look and sound their best, ensuring a high-quality asset for both brands.

The Funnel-Focused Framework

Mapping Video Content from Awareness to Action

Why It Works

B2B buyers don't make decisions overnight. A funnel-aware strategy engages prospects at every stage, from initial research to active comparison.

This approach maximizes video ROI, ensuring content not only builds brand visibility but also actively nurtures leads and supports sales.

Core Strategy: Align Content to the Buyer's Journey

Deliberately create and organize video content for the distinct stages of the B2B marketing funnel: Awareness, Consideration, and Conversion. Guide viewers through a logical journey with a balanced portfolio of content.

The B2B Marketing Funnel

AWARENESS

Top of Funnel

Broad, educational content addressing industry-wide challenges. Includes brand storytelling, sustainability vision videos, and expert interviews. The goal is to attract a wide audience and establish authority.

CONSIDERATION

Middle of Funnel

Content showcasing specific solutions and expertise. This is where product explainers, material innovation showcases, case studies, and detailed webinars reside. The goal is to educate qualified prospects.

CONVERSION

Bottom of Funnel

Highly specific content designed to prompt direct action. Includes in-depth product demos, technical support videos, and clear instructions for requesting a sample or a quote.

Funnel Content Examples

Stora Enso (Awareness)

High-level brand films and vision videos for a renewable future serve as powerful top-of-funnel assets to attract a broad audience.

Amcor (Consideration)

An explainer video on bio-based materials is a perfect middle-funnel piece, educating customers on a specific solution's benefits.

Sealed Air (Conversion)

A video demonstrating a specific piece of equipment, like a bagging system, functions as a bottom-of-funnel asset, prompting a sales quote.

Actionable Takeaways for Funnel Strategy

1

Audit & Map

Conduct a content audit of your existing YouTube channel and map each video to a specific funnel stage to identify gaps.

2

Balance Content

Develop a content calendar that ensures a balanced production of videos across all three funnel stages (Awareness, Consideration, Conversion).

3

Guide the Journey

Use YouTube playlists and end screens to strategically guide viewers from awareness-stage content to more detailed videos.

Beyond "Learn More"

Crafting High-Value CTAs That Drive Whitepaper Downloads, Webinar Registrations, and Sample Requests.

From Passive Viewers to Active Leads

Embed clear, specific, and high-value calls-to-action (CTAs) to convert viewership into measurable marketing leads.

The target audience for sustainable packaging is hungry for data, technical specs, and expert insights. Offering valuable, gated content turns your video channel into a powerful lead generation engine.

Engagement Funnel

Video Views 100%
CTA Clicks 15%
Lead Conversions 5%

Key Components for High-Value CTAs

Move beyond generic prompts to offer tangible value in exchange for a viewer's contact information.

Verbal CTAs

Have the on-screen host verbally direct viewers to a specific action at the end of the video.

e.g., "To see the full data from this study, click the link in the description..."

Graphical End Screens

Use YouTube's end screen feature to create clickable visual links to a relevant landing page.

Optimized Descriptions

Place the most important CTA link at the very top of the video description so it's always visible.

e.g., "Request Your Sample Kit," "Register for the Webinar"

Real-World Examples in Action

Actionable Takeaways

Turn insights into a data-driven content strategy.

Define a Primary CTA: For every new video, define a specific, high-value next step for the viewer.
Create Dedicated Landing Pages: Ensure a seamless, mobile-optimized lead capture experience for each content offer.
Use UTM Parameters: Track which videos drive the most leads to optimize your content strategy.

Establishing Authority & Leading the Conversation

The Thought Leader Interview

Position internal experts as the go-to authorities on industry challenges.

Feature in-house experts in professionally produced interviews. The content should focus on addressing broad industry challenges and trends, building trust and positioning your company as a credible, authoritative source of information.

Best Practices for Expert Content

"Ask the Expert" Series

Answer common customer questions or address prevalent industry myths.

Trend Analysis Discussions

Discuss the implications of an emerging trend with a panel of experts.

High-Quality Production

Ensure excellent audio, lighting, and multi-camera setups for a professional experience.

Thought Leadership Case Studies

Mondi Group

Features interviews with key personnel discussing high-level topics like the future of procurement, positioning Mondi's leaders as influential thinkers in the broader business landscape.

Berry Global

Their "Leading the Way" series focuses on transformative strategies, establishing both personal and corporate authority on the topic of circularity.

Amcor

An interview discussing key attributes for future success—growth mindset, curiosity, and resilience—showcases strategic thinking beyond products, positioning it as a forward-looking organization.

Final Actionable Takeaways

Empower your experts and amplify their reach.

Identify Experts: Find the most knowledgeable and articulate experts in your organization and provide media training.
Develop a Content Calendar: Base an expert interview series on frequently asked sales questions and debated industry topics.
Promote on LinkedIn: Heavily promote videos on LinkedIn, tagging featured experts to leverage their professional networks.

Decoding Regulation & Policy

Creating proactive content that guides customers through the complex landscape of packaging regulations, turning anxiety into a competitive advantage.

A Trusted Guide in a Complex World

The regulatory landscape is a source of confusion for brand owners. Navigating complex, country-specific rules is a major challenge.

A packaging supplier providing clear, concise, and actionable guidance offers immense value beyond the physical product, building deep loyalty.
Mitigate Risk
Future-Proof
Ensure Compliance

The Power of Educational Content

Visualizing the impact of proactive educational content on customer engagement and compliance confidence.

Industry Leaders in Guidance

UPM Raflatac

Their "5 things you should know about the PPWR" webinar is a benchmark, positioning them as proactive experts by directly addressing major legislation.

Ahlstrom

Content on "Regulatory updates on packaging recyclability" shows their role as a central hub of knowledge for the entire value chain.

Constantia Flexibles

Their sustainability team highlights the crucial role of regulatory affairs, a strategic focus perfect for educational content.

The Innovation Showcase

Using video to launch new solutions and communicate a forward-looking R&D pipeline.

Bringing Innovation to Life

In a technology-driven industry, innovation is the lifeblood of growth. A static press release fails to capture the excitement and ingenuity behind a new solution.

Video demonstrates features, explains the science, and shows applications in a far more engaging and persuasive way, signaling market leadership.

Video's Impact on Innovation Launch

Comparing the engagement lift of dynamic video launches against traditional static announcements.

Pioneers in Visual Innovation

Aptar

The launch of the world's first mono-material, fully recyclable pump is ideal for video to demonstrate its unique functionality and sustainable design.

Mondi Group

Promoted their "FlexStudios" innovation hub with video, positioning Mondi as a partner in co-creating sustainable solutions with customers.

Greiner Packaging

A showcase video could visually demonstrate the composting process of their home-compostable coffee capsule, providing powerful proof of claims.

Final Actionable Takeaways

Integrate & Tell Stories: Integrate video into product launch plans from the start. Go beyond features to tell the story of the problem it solves for the customer and the planet.

Establish Rapid Response: Create a protocol between marketing and regulatory teams to quickly produce content when new legislation is announced.

Promote & Centralize: Promote content through targeted campaigns and create a dedicated "Innovation" playlist on YouTube to house all related content.

Mastering the YouTube Ecosystem

A high-quality video portfolio is just the start. True success lies in making content discoverable, engaging, and organized for a sophisticated B2B audience. Leading companies transform their YouTube channels into strategic marketing platforms, building a thriving digital ecosystem to maximize ROI.

The Strategic Playlist

Curating Content Journeys for B2B Personas

Organize video content into curated playlists aligned with specific audiences, products, or themes. This transforms a simple video feed into a structured, navigable library of resources.

This strategy acknowledges diverse needs—from pharmaceutical engineers to brand managers. By grouping relevant videos, companies improve user experience, increase session duration, and guide B2B personas through a self-directed learning journey.

Actionable Takeaway

Develop a comprehensive playlist architecture based on key marketing personas and business units.

Best Practice

Write clear, keyword-rich titles and descriptions for each playlist to improve discoverability.

Real-World Playlist Strategies

Ahlstrom

Effectively segments diverse offerings with playlists like "Construction materials" and "Webinars," allowing easy navigation for specialized interests.

Amcor

Organizes content into thematic playlists like "Accelerating the Possible" to reinforce core brand messaging and group innovation stories.

Tetra Pak

Uses playlists like "Innovation" and "Trade Shows" to categorize content by type, simplifying the search for product news or event content.

The First Impression

Designing Thumbnails & Titles that Convert

Develop a consistent, professional visual style for thumbnails and write clear, benefit-driven titles. This optimizes content for discoverability and click-through rate in a crowded feed.

In the fast-scrolling world of YouTube, the thumbnail and title are the primary drivers of a click. A branded, high-quality approach creates a professional identity and immediately communicates the video's value proposition.

Actionable Takeaway

Create branded thumbnail templates to ensure consistency and efficiency in video production.

Best Practice

A/B test different title formats (e.g., question-based vs. statement-based) to see what resonates best.

Real-World Thumbnail & Title Excellence

Mondi Group

Demonstrates a consistent and professional thumbnail strategy, using high-quality images and clean, branded text overlays.

DS Smith

Video titles are clear and direct, such as "DS Smith Case Study," which immediately tells the viewer the topic and format.

UPM Raflatac

"5 things you should know about..." is a perfect example of a benefit-driven title that promises valuable, actionable information.