Day: November 21, 2024

I remember once sitting in a quarterly marketing review meeting, watching competitors‘ video campaigns flash across the screen.

My initial skepticism turned to curiosity as I saw how they were connecting with audiences in ways our traditional content never had. Each campaign told a story that spoke directly to a decision-maker’s challenges and needs.

That‘s when it hit me: B2B video marketing isn’t just another checkbox in our marketing strategy — it's a fundamental shift in how we engage with our audience.

Think about it: An engaging explainer video can transform a confused prospect into an interested lead while a well-crafted customer story can turn a hesitant decision-maker into a confident buyer.

In this guide, I'll walk you through the evolution of B2B video marketing. You'll discover how to craft a strategy that resonates with decision-makers at every stage of their journey, find the sweet spot between engagement and professionalism, and build a video presence that drives real business results.

No more guessing games or following the crowd — just clear, actionable insights to help you create videos that actually work.

Table of Contents

• What is B2B video marketing?
• Benefits of B2B Video Marketing
• B2B vs. B2C Video Marketing
• Building a B2B Video Marketing Strategy That Delivers Results

B2B videos aren't just ‘nice to have’ anymore.

Pull up on any corporate website today, and you’ll likely see a ‘play’ button within seconds. This isn’t just an aesthetic choice — web visitors expect this now.

The latest data shows why: despite 2023 being a year filled with layoffs and budget cuts, video consumption has proved to be surprisingly immune to economic headwinds.

Total watch time for business content increased by 44% compared to 2022, according to the 2024 State of Video Report.

B2B video marketing is signaling the death of big-budget corporate productions.

From the trends I’m seeing, those glossy, expensive corporate videos just aren't cutting it anymore.

Small brands armed with just a webcam are putting out about 15 videos a year, going toe-to-toe with bigger and more established brands.

And here's what really catches my eye: viewers are gravitating toward educational content that tackles actual problems — this type of content now makes up 47% of all business videos out there.

Viewers are flocking to this type of content, seeking guidance and practical solutions.

B2B videos are bringing higher conversion rates.

When companies embed email sign-up forms within these videos, 23% of viewers take action, a conversion rate that outshines traditional CTAs, which average around 13%.

This shift isn’t just about getting more clicks; it signals a deeper change in what audiences expect from brands. Rather than a sales pitch, they’re looking for a teacher, a guide, and a problem-solver.

What’s driving this transformation?

With 93% of businesses now calling video essential to their marketing strategy, industry experts point to two major catalysts: AI's role in enhancing video creation and an audience increasingly drawn to video for its immediacy and depth.

Businesses are using AI to streamline video production, from automated editing to personalized content generation, allowing marketers to produce high-quality, targeted videos at scale.

Here’s a snapshot of different AI use cases in the video production workflow:

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AI tools also enable advanced audience insights, which help craft more relevant and engaging content.

For marketers, the takeaway is clear: effective video marketing isn’t about budget — it’s about adopting a mindset that embraces AI’s potential to make content creation faster, smarter, and more aligned with audience demands.

B2B vs. B2C Video Marketing

While both B2B and B2C video marketing are powerful tools, ‌they’re each geared toward meeting different audience needs and marketing goals.

B2B video marketing takes a strategic, targeted approach. It aims directly at business decision-makers to guide them through longer sales cycles.

As Kean Bartelman, associate creative director at Lemonlight, explains, “B2B audiences are often more willing to invest time in longer videos. There's more patience because the content is focused on delivering depth and insight, which aligns with their needs.”

This longer format, often 2-10 minutes, allows for detailed exploration of solutions and business value propositions.

However, the landscape is evolving. Bartelman notes, “We’re seeing a recent trend where many B2B clients are asking us to bring a B2C feel to their creative. They want more flair, more cinematic elements, and an overall approach that's engaging and entertaining.”

This shift reflects a blending of traditional B2B educational content with the engaging storytelling styles often seen in B2C.

In my experience being part of video campaigns for a SaaS platform, I've seen the direct impact of well-executed B2B video marketing.

By implementing detailed product demonstration videos with clear ROI calculations, we increased the number of qualified leads by 30% and reduced the sales cycle by nearly three weeks.

The key was focusing on addressing specific pain points and featuring real customer success stories that resonated with multiple decision-makers in the buying process.

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B2C video marketing, on the other hand, is a fast-paced, emotion-driven approach that relies on quick engagement and lifestyle aspirations to drive consumer actions.

It prioritizes entertainment and immediate emotional connection, typically through short-form videos.

For example, watching this Etsy video, I immediately feel the playful, relatable tone that’s geared toward individual shoppers like me — definitely a B2C vibe.

The whole “Where's Wally” concept is such a clever way of connecting with those of us who know what it's like to feel lost in a crowd yet deeply seen by people who truly know us.

The video is all about gifts that say, “I get you,” which speaks directly to me as a consumer looking for something special and personal.

It‘s not a corporate message; it’s a friendly nudge that Etsy is the place to find those one-of-a-kind items that make someone feel truly understood.

The decision-making process centers on individual consumers making quicker purchases based on emotional drivers.

Calls-to-action are more direct and immediate, such as “Shop Now” or “Tag a Friend,” with success measured through immediate sales and social engagement metrics.

According to HubSpot's 2023 Video Marketing Report, B2C brands using short-form video content see 30% higher engagement rates compared to traditional marketing methods.

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This shows how powerful video content can be for brands that want to make real connections with their customers and get them to buy right away.

Mastering video marketing demands a clear understanding of the divide between B2B and B2C landscapes — something I've seen define campaign success repeatedly.

While B2B video marketing campaigns navigate complex, multi-stakeholder journeys, B2C content drives swift, emotion-driven decisions.

Yet, the landscape is evolving. B2B videos now borrow from B2C's playbook, incorporating dynamic storytelling while maintaining their strategic focus.

The result? A sophisticated approach that honors platform dynamics and audience behaviors while pushing creative boundaries.

1. Video builds trust with buyers.

While traditional content marketing is effective for delivering insights, video goes a step further by fostering a more personal connection with buyers.

From my experience, video engages buyers on a uniquely personal level — seeing a product in action makes it feel more real and relatable than any description ever could.

When buyers experience a product through video, they’re not just informed; they’re reassured, which is exactly what they need when making complex, high-stakes decisions in a B2B context.

ServiceNow’s AI-driven explainer video is a prime example of how video content can be a powerful trust-builder.

In this video, Now Assist is shown tackling familiar workplace challenges in real-world scenarios, making it clear that ServiceNow deeply understands the everyday needs of its B2B customers.

This approach builds trust by allowing buyers to envision the product’s impact in their own workflows, moving beyond theory to practical, relatable use cases.

Rather than relying on abstract promises, the video demonstrates specific, valuable outcomes like enhanced productivity and streamlined processes, offering viewers a reassuring glimpse of the tool’s potential in action.

Short-form social videos are increasingly trusted, with 63% of B2B buyers turning to them for making informed decisions. ServiceNow’s polished, concise video aligns perfectly with this preference.

By balancing brevity with substance, the video respects the viewer’s time while delivering enough detail to inspire confidence.

This focus on real-life applications and immediate benefits makes the product feel more tangible, positioning ServiceNow as a trusted, customer-centric provider.

For B2B buyers facing complex purchasing decisions, this type of video content is exactly what builds trust, credibility, and, ultimately, a stronger connection with the brand.

2. Video reveals valuable insights about buyer preferences.

Video analytics provide unique visibility into buyer behavior through detailed engagement data that traditional metrics, like page views, simply can’t match.

Viewer retention graphs show exactly where prospects focus or lose interest, while heat maps and rewatch patterns reveal which features capture attention and where clarification may be needed.

When I look at video analytics, I’m always struck by how much they reveal about buyer preferences. For instance, seeing exactly where someone pauses or rewinds gives us insights into what resonates most.

Recently, I was reviewing a Wistia video analytics demo, and it highlighted just how powerful these tools can be.

The heat maps didn’t just show where people watched — they revealed precisely which sections viewers skipped or rewatched. This level of detail helps me pinpoint what works and what doesn’t in a way that’s almost impossible with other data.

For example, realizing that viewers drop off at a specific point in a video shows me where we might need to restructure content to keep their interest.

Or, when I noticed that a certain section was being rewatched frequently, it became clear that this part was especially engaging or needed further emphasis earlier in the video.

The option to use A/B testing for different video edits also means we can try out changes and immediately see which version performs better, allowing us to continuously improve the content.

By tuning into these moments, we’ve been able to refine our messaging to better align with what buyers are truly looking for.

These video-specific insights allow teams to optimize everything from product messaging to the flow of sales presentations, resulting in more targeted outreach and shorter sales cycles.

3. Video empowers teams to deliver value-driven content.

Video enhances both sales and support interactions by enabling scalable personalization.

Research shows that 94% of buyers prefer demos tailored to their specific use case, and 38% are less likely to purchase if they must contact sales for basic demonstrations.

Video allows sales teams to create reusable, customizable demos that buyers can access on demand, meeting this expectation for personalization.

This video strategy also streamlines support. By creating a library of tutorial videos, support teams can reduce response times, empowering customers to find answers independently.

In addition to boosting operational efficiency, video creates a more satisfying experience for buyers, enabling them to engage with tailored content at their convenience.

4. Video attracts new customers through social proof.

Video testimonials, case studies, and reviews showcase real customer experiences in uniquely compelling ways.

I’ve watched a couple of testimonial videos that bring a level of credibility that text alone just can’t match — seeing customers speak directly to their success stories creates an authenticity that resonates.

For instance, the recent testimonial from Televox, a leading Nordic telephony company, captures exactly how impactful video can be. In it, Elizabeth, their RevOps Manager, shares how using HubSpot transformed Televox’s customer relationships, driving a 150% increase in new direct sales over three years.

Hearing specifics like these, coupled with her excitement about the results, brings a level of authenticity that’s hard to convey in text alone.

As she shares Televox’s story of streamlined communication and improved customer experiences, it’s easy for viewers to envision similar successes for their own companies. Watching someone speak proudly about measurable outcomes builds a deeper sense of trust.

The impact is clear: 95% of medium-sized businesses report at least a 10% boost in conversion rates when using video testimonials in their campaigns.

When prospects see and hear real customers like Elizabeth sharing their experiences with genuine enthusiasm and tangible results, they can start to imagine their own success with the solution.

From quick testimonials on social media to in-depth case studies for complex solutions, video social proof has the power to build trust and drive results by making success stories feel real and attainable.

5. Video drives personalized ABM strategies.

“A lot of ABM marketers are stuck with two choices: what works doesn't scale, and what scales doesn't work,” explains Adam Shoenfeld, CEO of Keyplay.

This ABM paradox — where focusing on a few high-value target accounts delivers results but lacks scalability, while broad campaigns often lead to low conversion rates — can be addressed through video marketing.

Video provides a scalable way to deliver personalized, high-impact messages to target accounts.

For example, ABM teams can create customized product demos to address industry-specific pain points or executive messages that build credibility with stakeholders.

Throughout the account journey, from initial awareness videos addressing niche challenges to solution demonstrations for evaluation teams, video enables deeper connections with priority accounts.

By combining personalization with visual storytelling, video helps ABM marketers reach high-value accounts effectively while maintaining scalability.

Companies that adopt multi-format video strategies have seen engagement metrics like video completion rates and meeting bookings with target accounts increase, highlighting video’s role as a powerful tool for ABM success.

Building a B2B Video Marketing Strategy That Delivers Results

After joining a B2B video marketing team, I quickly learned that creating an effective video strategy was about much more than making great videos.

We needed to understand our audience, map each video to their buying journey, and, ultimately, tie everything back to real business outcomes.

Here’s a glimpse into what worked, what didn’t, and the actionable steps we discovered along the way.

Step 1: Figure out what your audience really wants.

When we started, our first instinct was to jump straight into customer interviews. But in the B2B world, people are busy.

Scheduling one-on-one chats with decision-makers wasn’t realistic. So, we took a step back and decided to try a quick survey instead.

We kept our survey short and to the point. Questions focused on the types of videos they wanted, preferred lengths, and which platforms they used most (like LinkedIn or YouTube).

To increase responses, we offered something small but valuable — early access to our upcoming video series.

The responses were surprising. Short, concise videos were clearly preferred. People wanted practical “how-to” content instead of sweeping overviews. This simple change in our approach made all the difference.

Next, we turned to metrics for a reality check. We looked at average view durations, drop-off points, and conversion rates across our platforms.

It turned out that our most-watched videos were under two minutes, and viewers tended to drop off fast if the content didn’t get to the point. So we decided to prioritize short, impactful videos moving forward.

Step 2: Understand your audience. Who’s watching, and what do they care about?

One of the biggest challenges in B2B is knowing that no single person makes a decision alone. Each deal involves multiple stakeholders, each with unique concerns.

Our goal was to map out what these different groups needed, which led us to segment our videos by role:

1. C-suite executives wanted big-picture value and impact — they didn’t have time for details.
2. Technical evaluators were the opposite. They needed specifics and wanted us to get into the nitty-gritty of features and functionality.
3. End-users preferred “how-to” videos so they could envision how the product would fit into their day-to-day tasks.

Working closely with our sales team was a huge advantage here. They provided firsthand insights into the common questions and objections each group had, helping us design videos that directly addressed these needs.

Key takeaway: If you’re building your strategy, don’t just create general videos for “the buyer.” Map out your audience segments and tailor content for each group’s specific concerns and preferences.

Step 3: Craft a content strategy that guides the buyer’s journey.

Once we knew what each stakeholder needed, we structured our videos around the B2B buying journey.

Our goal was to guide viewers along each step of their decision-making process, aligning content with their shifting priorities.

• Awareness Stage: Here, we created short thought leadership videos that tackled industry-wide challenges. We kept these high-level to build credibility without overwhelming viewers.
• Consideration Stage: For this phase, customer testimonials and product overviews became our go-to. We showcased real solutions to real problems, helping prospects envision the value of our offering.
• Decision Stage: Detailed product demonstrations and technical guides worked best here. By getting granular, we reassured decision-makers that our product had the features they needed.

Pro tip: For each stage in your buyer’s journey, create videos that reflect where prospects are mentally. Early on, build trust. As they move toward a decision, focus on specifics and differentiation.

Step 4: Set goals and measure success.

One of the biggest revelations for us was that video engagement metrics alone don’t tell the full story. To really see if our videos were effective, we needed to look at the bigger picture.

We broke our goals into three main areas:

• Engagement. Metrics like average view duration, completion rates, and social shares helped us understand what topics captured attention.
• Lead generation. We tracked conversions tied directly to video views, such as form completions or demo requests. These metrics showed us when our videos were driving pipeline growth.
• Revenue. By tracking which videos influenced pipeline and closed deals, we saw exactly how much our videos contributed to revenue — a real eye-opener for the whole team.

Key takeaway: When setting goals, think beyond views. Track how each video contributes to leads and revenue, not just engagement. It’ll reveal which content truly drives results.

Step 5: Align the team, bringing marketing, sales, and product together.

Video isn’t just a marketing asset — it needs input from sales and product, too. Regular check-ins across these teams were essential. We set up a centralized content library to keep everyone aligned.

Here’s what it included:

• Brand guidelines. To keep visuals and messaging consistent.
• Approved messaging. To ensure everyone speaks the same language in front of the customer.
• Performance insights. Sharing data with the sales team gave them talking points and insights into what prospects responded to most.

Working together kept the content grounded in real customer needs, not just marketing ideals.

Pro tip: Hold regular check-ins with sales and product teams to keep your videos relevant and useful. This alignment makes each video more impactful and ensures everyone is on the same page.

Step 6: Balance quality and budget.

When we first started, we didn’t realize how quickly costs could stack up. We soon learned that a hybrid approach was the best way to balance quality and budget:

1. In-house production. For regular product updates and quick demos, we set up a simple in-house studio. It kept costs down without sacrificing too much quality.
2. Agency partnerships. For bigger pieces — like brand introductions and customer stories — we brought in an agency. It was pricier, but the high stakes justified it.

To keep spending in check, we tracked cost per view, cost per lead, and cost per acquisition. These metrics kept us focused on content that delivered the best ROI.

Pro tip: Define a budget for each type of video. Use in-house resources for simpler content and agencies for high-impact pieces. Track costs closely to ensure each video contributes to your goals.

Looking Back: What We Would Do Differently

One of the biggest opportunities we missed was not using AI-powered video creation tools earlier on.

While we were juggling between expensive agency work and basic in-house content, tools Clip Creator could have transformed our approach to B2B video production.

Our team spent months struggling with ‌scalability challenges — particularly when we needed to create localized product demos for different market segments.

Had we known about Clip Creator then, we could have turned one master script into multiple versions, each tailored to specific industry use cases, without the resource strain we experienced.

Looking at our video strategy now, it's clear that AI-powered tools could have helped us maintain consistent quality across all our content, not just our big-budget pieces.

The ability to create professional-grade videos for every stage of the buyer journey while maintaining brand consistency and compliance would have significantly improved our content velocity.

Creating Genuine Connections

Initially, I thought expertise in video marketing meant mastering high-end equipment and complex production techniques.

However, after digging into the data and trends, I found that true success lies in crafting genuine connections through storytelling.

One of my biggest revelations was realizing the transformative potential of AI in video production.

Looking back, I see how AI-powered tools could have streamlined our entire process, allowing us to maintain consistent quality across all content, not just in high-budget projects.

In video marketing, change is constant. As you implement this strategy, adopt a routine of quarterly strategy reviews, closely tracking performance, and adjusting your approach based on data and evolving audience needs.

By keeping your strategy flexible and audience-focused, you’ll turn your B2B videos into an essential part of your B2B marketing toolkit.

When I first started exploring website-building options, I quickly encountered a flurry of acronyms: SEO, FTP, SERP, CDN, and CMS.

It felt like learning a new language. I kept seeing ‘CMS’ pop up everywhere, so I dove deeper into understanding it.

What I found was encouraging: a CMS, or content management system, is a tool that lets you build and manage a website without needing coding skills.

With over 80 million websites already using a CMS, it’s a reliable solution for those of us who want to build a website but have limited technical skills.

In this post, I‘ll share what I’ve learned in my journey with CMS platforms, breaking down the concepts that initially confused me into simple, practical explanations.

When I started using a CMS, I was amazed at what I could do without any coding knowledge. I could create and publish content through what felt like a familiar word processor interface.

Instead of wrestling with code, I found I could simply download templates to change how my site looked, and add extensions to get new features — kind of like installing apps on a phone.

What surprised me was how multiple team members could work on the site at the same time without getting in each other's way. I remember wondering, “How does all of this work behind the scenes?”

If you‘re curious like I was, let me break down what I’ve learned about how a CMS operates.

How a CMS Works

To understand how a CMS works, you first have to understand what it's like to build a site from scratch.

You'd start with HTML to add text, images, navigation bars, and other building blocks of a site. Then you'd add CSS to style those elements to match the unique look and feel of your brand.

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You'd finish up by writing some JavaScript to add more advanced functionality to your site, like slide-in CTAs. Then you'd have to upload this HTML file to your server to be filed away in your database.

Whenever you want to make changes — even simple ones like updating content — you have to download files from the server, open them, and change the HTML code by hand. Then you‘ll have to make sure you didn’t break any links or something else before uploading the files back to the server.

Sounds complicated, yes? For developers and other advanced users with experience in website development, building a site from scratch might be ideal.

But for those who don't have the coding skills or time and resources to build a site from scratch and maintain it, they can use a CMS.

Let's talk about how.

How To Use a CMS

A CMS combines two core parts: a content management application (CMA) and a content delivery application (CDA).

I like to think of these as the engine under the hood — they manage all the code, database queries, and infrastructure in the back end while I focus on creating content.

Rather than start with a blank HTML page, I open the content editor where I can bold text, add links and CTAs, and insert images and tables by dragging and dropping modules or clicking a few buttons — no HTML, CSS, or JavaScript coding needed.

Let me show you how I create a blog post using WordPress.

To make other changes on my site, like changing the permalink structure or installing extensions, I just navigate to the appropriate section in my admin panel.

This is the CMA in action: all these changes happen in an intuitive interface that hides the code from me. (I remember how relieved I felt when I first discovered I wouldn't have to touch any code to make these adjustments.)

When I'm done making changes, the CDA takes the content I entered into the CMA, assembles the code, displays it to my front-end visitors, and stores it.

That means when I want to publish a new blog post, for example, I just hit the “Publish” button instead of manually uploading a page to my server. No more complicated file management — something I don't miss.

Now that I've shown you what a CMS is, how it works, and how to use it, let’s explore the benefits of using one over building a site from scratch or using another website-building tool.

Why use a CMS?

I‘ve already alluded to some benefits of using a CMS, but let’s look at some specific ways it can impact your set-up process, team productivity, and visibility online.

1. No Coding Knowledge Required

As someone who started with zero coding knowledge, I've seen firsthand how CMS systems have revolutionized web design for non-developers and other users.

The days of relying on web developers and designers to establish an online presence for your business are gone.

You can create and manage content, customize the design of your site, and install extensions to add functionality to your site — all without coding.

Most platforms do allow you to add custom code for more granular control over your site, too. While I haven‘t needed it yet, it’s helpful to have this option.

Whether you're starting fresh or you’re someone like me with limited technical resources and time, you can still build a powerful website for your business.

2. Easy Collaboration

Multiple users can access and work in the back end of a CMS at the same time. I find this collaboration capability valuable for teams of any size.

That means on any given day, your marketers can be producing content, your IT professionals implementing security protocols, and your developers adding custom code to your theme.

I've seen how this eliminates the bottlenecks that used to happen when only one person could make changes at a time. In fact, they could all be working on the same landing page.

In short, a CMS can help improve workflows and productivity across your team. I've found this especially true when coordinating updates across different departments.

Pro tip: HubSpot offers a free CMS tool which is perfect for those looking for a CMS that can grow with them as they scale their businesses.

3. User Roles and Permissions

A CMS allows you to collaborate as efficiently and safely as possible, thanks to built-in (and often customizable) user roles and permissions.

I've found this especially helpful when working with different team members — no more worrying about someone accidentally breaking the site.

That means content writers, for example, can have all the permissions they need to write, publish, and manage content, but they won‘t be able to delete plugins or otherwise significantly alter the site’s functionality.

When I set up these permissions for my team, it gave me peace of mind knowing that each person had access to exactly what they needed and nothing more.

Here's a look at the User Role Editor in WordPress.

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Without a CMS, you’d have to code some pretty complicated conditions and checks to create user roles and permissions in JavaScript.

4. SEO Features and Extensions

CMS platforms offer built-in features as well as add-ons to help you optimize your site for search engines.

Using built-in or third party tools, you can:

• Customize page titles and meta descriptions
• Choose SEO-friendly URL structures
• Create XML sitemaps
• Add image alt text
• Create 301 redirects
• Include breadcrumb navigation
• Optimize page load times

Implementing these best practices will help improve your chances of ranking on Google and other major search engines.

5. Security Features and Extensions

CMS platforms also offer built-in features and add-ons to help you secure your site. Some even offer a dedicated security team.

Content Hub, for example, provides an enterprise-class web application firewall, SSL, custom CDN, SSO memberships, and and other out-of-the-box features.

6. Predesigned Templates

Most CMS platforms come with a selection of predesigned templates you can use to quickly customize the appearance of your site.

I discovered these templates do more than just change how your site looks — they can include built-in features like navigation menus that collapse on mobile devices, image sliders that respond to swipe gestures, or contact forms that validate input automatically.

Choosing a responsive template, for example, will ensure your site looks good on any device without requiring you to write a bunch of code. I learned this the hard way after initially trying to make my site mobile-friendly without a template.

Not only do templates save you design time before launching your site, but they can also make a website redesign much faster and simpler down the road — something I really appreciate when it‘s time to refresh the site’s look.

Webflow is just one CMS that offers hundreds of responsive templates. I've found their selection particularly impressive for beginners and experienced users alike.

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7. Simple Updates

As I mentioned earlier, a CMS enables you to make changes on your site faster and easier — from major updates, like a website redesign, to minor updates, like changing the image on your home page.

Before using a CMS, I had to either hire a freelance developer or struggle with coding. Now you can simply go into the dashboard of your CMS to update and edit the content of your website.

I love how this makes it practical to keep your content dynamic and relevant. I can update images, text, or layouts within minutes instead of hours.

8. Blogging Functionality

Blogging offers a range of benefits, particularly to businesses.

From my experience exploring different marketing strategies, I've seen how it helps drive traffic to your website, convert traffic into leads, establish authority through thought leadership, and generate backlinks.

However, building a blog from scratch is difficult and a major advantage of using a CMS is that most provide built-in blogging functionality (or extensions) so it's easy to start creating and publishing blog content and reaping the benefits.

I found this particularly valuable since I could focus on writing content instead of wrestling with technical setups.

9. Content Scheduling

Scheduling content is essential to any editorial strategy.

When building a site from scratch, I learned that you can schedule content, but it will require a combination of coding and tools like GitHub. This complexity initially made me hesitant about maintaining a consistent content calendar.

With a CMS, scheduling content is as easy as clicking a button. I was relieved to discover that most platforms allow you to schedule more than just blog posts, too.

With Content Hub, for example, you can schedule blog posts as well as website pages, landing pages, and emails. This is a feature I find invaluable for planning content ahead of time.

Here‘s a look at the scheduling tab within HubSpot’s blog editor.

10. Easy Access

With a CMS platform, you can access and edit your site on virtually any device with an internet connection.

That's much easier than the alternative of building a site from scratch, which requires you to be on a device connected to the server or connect remotely.

Plus, most CMS systems have a single dashboard or control panel where you can access your site's content, theme, plugins, settings, and more — all in one place.

7 Factors to Consider When Selecting a CMS

If your site is growing, you may need to upgrade to a CMS to meet your needs.

To help you choose the best CMS for your goals, here are seven things to consider when selecting a CMS.

Whether you’re focused on scalability, ease of use, or seamless integrations, keeping these key factors in mind will ensure you find a platform that supports both your current and future needs.

1. Avoid vendor lock-in.

I‘ve learned firsthand how frustrating it can be when you’re stuck with a CMS that no longer meets your needs.

Start by documenting everything about your current setup — things like your content structure, workflows, and how data moves through your system.

Then create a detailed checklist to evaluate potential vendors, paying special attention to contract terms and how easy it is to get your content out if needed.

I always recommend keeping ownership of crucial assets like domains and SSL certificates, and storing your custom code in a separate system you control.

Set up regular backups, too — trust me, you'll thank yourself later if you ever need to make a quick exit.

2. Set clear objectives.

Before diving into any CMS platform, gather your key team members for a thorough discovery session. I find it helpful to map out exactly how content flows through your organization from creation to publishing.

Document your current process and identify what‘s working and what isn’t. Create a detailed requirements list that covers must-have features, technical needs, and where you see yourself growing in the next few years.

Set realistic goals and timelines, and make sure to prioritize your needs into must-haves versus nice-to-haves to keep the project focused.

3. Test before you commit.

Before committing to a CMS, thoroughly test your options to avoid costly regrets down the line.

Dan McGaw, founder of McGaw & Analytics and former CMO of Kissmetrics, warns that “the mistake everybody makes” is rushing into a purchase too soon.

“They get a tool and they‘re like, ‘I’m so excited, let's buy it,’” McGaw says. Instead, he advises, “Research and figure out what tools are going to work, consider all the factors that you have, and then choose … but don’t buy it.”

During this trial period, involve your content creators in real-world scenarios and workflows that match your day-to-day operations.

Throw in complex workflows and edge cases; these will often reveal limitations you might miss in a simple test. Check how responsive the vendor's support team is to your inquiries — it’s a valuable preview of their ongoing support quality.

Finally, calculate the total cost, including training and maintenance, to avoid any unwelcome expenses later.

4. Look at integration capabilities.

Think of your CMS as part of a larger ecosystem. Start by mapping out every system it needs to talk to — your CRM, analytics tools, and marketing automation platforms.

Work closely with your IT team to check compatibility and security requirements.

I've found it helpful to create detailed specifications for each connection, including how often data needs to sync and what happens if something goes wrong. Build a roadmap that prioritizes your most critical integrations first.

Always keep an eye on the future. Your technology needs will likely grow, so make sure your CMS can grow with you.

5. Prioritize data quality and management.

Having clean, organized data makes everything easier down the line. Before you launch, set up clear rules for how content should be structured and tagged.

Mason Yu, Growth Marketing Lead at MarketerHire, emphasizes the importance of flexibility in your content management system:

“Ensure the CMS is flexible to allow for reusable components and data. Inevitably, things such as pricing, publish dates and brand images change frequently so it's important that you're able to modify and implement such changes with agility.”

I recommend setting up automated checks to catch common mistakes before content goes live. Schedule regular audits to keep everything tidy. The key is making data management part of your routine, not a one-time cleanup project.

Pro tip: Create straightforward guidelines for your team — think of style guides and data entry procedures that anyone can follow.

6. Stay flexible with architecture.

Think of your content system like building blocks — the more modular, the better. Document how all your content pieces fit together, and create clear boundaries between different components.

This makes it much easier to swap things out later if needed. I've found that taking a headless or decoupled approach gives you the most flexibility. Keep detailed documentation of any custom components you build.

Pro tip: Create a roadmap for how you might need to evolve in the future. The goal is to build a system that can adapt as your needs change.

7. Analyze cost efficiency and rollout.

Start by analyzing which features will give you the most immediate value.

Create a realistic implementation plan spanning 12-18 months — rushing rarely saves money in the long run. Begin with core functionality that delivers clear business benefits.

Track your success metrics carefully to justify further investment. I always recommend keeping some budget in reserve for unexpected needs or opportunities.

Review system usage regularly and don‘t be afraid to cut features that aren’t delivering value. The key is staying flexible — scale up when things are working well, and scale back if they're not.

After carefully evaluating your needs and considering the factors above, you‘re ready to explore specific CMS options.

I’ve found through countless implementations that no single platform works for everyone — what powers a startup blog shouldn't necessarily run an enterprise website.

Let's unpack eight popular CMS platform examples to discover which might be the best fit for your needs.

1. Content Hub

Ideal for: Any-sized businesses

Price: Starts at $15/mo/seat

What I like about Content Hub: With Content Hub, you can build websites that are secure, powerful, and optimized for search engines.

When reviewing the platform’s documentation, I was impressed by how using this all-in-one connected platform, you can create personalized content for visitors based on data from your HubSpot CRM, create custom templates and styles, run A/B tests on multi-language content, safely redesign and relaunch web pages, view performance analytics, and much more.

From my analysis, I can see why this proprietary CMS is ideal for businesses with diverse teams of marketers, developers, and IT professionals who are looking to grow over time.

Learn more about Content Hub’s customization options, multi-lingual support, reporting dashboards, and more.

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2. WordPress

Ideal for: Small businesses and freelancers

Price: Estimated between $30 to $3,000

What I like about WordPress: WordPress is a self-hosted platform that powers millions of sites. When reviewing its features, I learned that you can easily and quickly build a WordPress site using the Gutenberg editor and then customize it with any of the thousands of plugins and themes available in the official WordPress directory or other third-party sites.

When looking into its customization options, I was impressed to find that whether you want to add forms and live chat to your site or want a theme that comes with a built-in visual builder and split testing, leveraging WordPress plugins and themes like these, you can create a unique experience specific to your brand

3. Joomla

Ideal for: Global companies

Price: Estimated between $700 to $6,500

What I like about Joomla: I've found that site owners looking for more functionality built right into the platform may try a WordPress alternative like Joomla.

Like WordPress, Joomla is an open-source CMS, but what impressed me about it is its built-in multilingual support and advanced user and content management options.

These features make it ideal for membership, community, and social networking sites. I particularly like how UIDAI uses Joomla to power their multilingual website as a prime example.

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4. Drupal

Ideal for: Corporations and government agencies

Price: Estimated between $5,000 to $20,000

What I like about Drupal: I found Drupal to be a highly flexible CMS, and I can see why it's favored by large corporations and government agencies like NASA.

One important note I discovered in my research: while you will need web development experience to fully leverage the power of this platform, you won't have to start from scratch.

The scale of available resources impressed me the most. In addition to its out-of-the-box features, you can choose among 47,000 modules available in its directory and thousands of free themes in its theme repository.

Looking at sites like Rush University Medical Center's website, I can see how these tools enable building complex sites that handle large volumes of data and heavy traffic.

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5. Magento Open Source

Ideal for: Ecommerce businesses

Price: Estimated at $15,000 and up

What I like about Magento: After diving into ecommerce platforms, I'd describe the self-hosted version of Magento, known as Magento OpenSource, as the Drupal of the ecommerce world.

In my experience researching various platforms, I‘ve found it’s highly flexible and secure, though I should note it's difficult to learn and take advantage of all its built-in functionality and extensions.

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What excites me most about Magento is its powerful capabilities: with it, you can manage multiple stores, use several worldwide shipping providers, and transact in different countries, languages, and currencies — all within the same dashboard.

From my analysis, I believe if you have the time and resources to invest in set-up and maintenance, you'll be able to build an online store with a huge product inventory and global reach.

6. Webflow

Ideal for: Web designers and agencies

Price: $15 - $235 per month

What I like about Webflow: I've come to understand why Webflow is such a unique “visual” content management system. It's designed to fill a market gap for web designers who want to focus on creating and customizing sites without worrying about hosting, security, or performance.

What I appreciate about Webflow is its flexibility: you can start with one of the hundreds of pre-built templates or start from scratch using the Webflow Designer shown below.

Webflow is a “visual” content management system designed to fill a market gap for web designers who want to focus on creating and customizing sites without worrying about hosting, security, or performance.

With Webflow, you can start with one of the hundreds of pre-built templates or start from scratch using the Webflow Designer shown below.

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I'm particularly impressed by how you can extend the functionality of your site through third-party integrations or embedding HTML code.

Based on my research, since it requires at least some knowledge of HTML, CSS, and web design, Webflow is best suited for freelancer designers or agencies.

7. Ghost

Ideal for: Bloggers

Price: $9 - $2,400 per month

What I like about Ghost: Among all the complex CMS platforms I've researched, I find Ghost refreshingly different. If you‘re looking for a simple and lightweight CMS dedicated to blogging, I believe it’s a great option. What fascinates me about Ghost is its headless CMS architecture, which means that its body (the content repository) is separated from its head (the presentation layer).

I'm impressed by how this allows you to create and manage content and then deliver that content via their Node.js APIs (or another front-end tool you prefer) to any platform and channel, from smartwatches to virtual reality headsets.

After examining its features, I can see why. With an intuitive editor and built-in SEO tools, Ghost appeals to bloggers and beginners who want a basic site that's simple to create and manage.

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8. Sitecore

Ideal for: Enterprise companies

Price: Must contact company for pricing info

What I like about Sitecore: I found Sitecore particularly powerful — it's an enterprise-level headless CMS that enables you to create and deliver personalized websites, emails, social media posts, and mobile experiences.

What impresses me most is how you can use its WYSIWYG editor with drag-and-drop functionality, session- and device-based personalization rules, and multilingual tools.

This will help you scale your content creation and deliver content that‘s optimized to your users’ interests, language, and device.

I‘m particularly struck by how, thanks to Sitecore’s headless architecture, you can provide these relevant customer experiences across multiple channels, including web, social, voice, point of sale, and more.

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The platform's reach amazes me — this CMS powers more than 120,000 websites in industries ranging from sports to banking to travel and more.

Looking at their client list, I can see why major brands trust it — some of its biggest users are American Express, ASOS, L'Oréal, and Volvo Cars.

Choosing Your CMS: Balance Potential with Practical Needs

While exploring CMS platforms for this article, I was amazed by how these systems have evolved from simple website builders to comprehensive content management solutions. Each platform offers unique capabilities, from basic blogging to enterprise-level features.

My favorite among the platforms I investigated was Content Hub. I was particularly impressed by how it integrates essential features like security, content scheduling, and team collaboration into one intuitive interface.

I found the balance between simplicity and functionality particularly valuable. As someone who started with minimal technical knowledge, I appreciate how a CMS lets me maintain creative control while handling the complex technical aspects behind the scenes.

I was also pleasantly surprised by how CMS platforms address common website management challenges I‘ve faced, like content updates and team collaboration.

The time saved from not having to code or coordinate with developers has been substantial — a benefit I hadn’t fully appreciated when I first started.

I've learned that a CMS does more than just make website management accessible—it transforms how teams collaborate, how content is published, and how businesses grow online.

Editor's note: This post was originally published in December 2010 and has been updated for comprehensiveness.

It’s frustrating when I intend to post an Instagram reel on a certain day and time and simply forget. Life happens, and posting to social media isn’t always the priority.

However, it’s devastating if the reel is particularly culturally relevant — i.e., wanting to post something during a company event or at a campaign launch. To avoid missing out on big brand moments, it’s essential to schedule reels.

Read the following guide to learn more about the benefits of scheduling reels and how to schedule them with various tools.

Table of Contents

• The Benefits of Scheduling Instagram Reels
• How to Schedule Instagram Reels on Mobile
• How to Schedule Instagram Reels With Meta Business Suite
• How to Schedule Instagram Reels With Other Tools
• 4 Best Apps for Scheduling Instagram Reels

The Benefits of Scheduling Instagram Reels

If you’re still unconvinced about scheduling reels, I’ll share six major benefits of planning ahead.

1. Posting at the right time garners more engagement.

According to a SocialPilot study that monitored engagement on 50,000 Instagram accounts’ reels across industries and locations, these are the best times (in EST) to post an Instagram reel:

• Monday: 6 AM and 10 PM
• Tuesday: 3 AM, 4 AM, and 9 AM
• Wednesday: 7 AM and 9 AM
• Thursday: 12 AM, 9 AM, and 7 PM
• Friday: 5 AM, 2 PM, and 4 PM
• Saturday: 12 PM, 7 PM, and 8 PM
• Sunday: 8 AM, 11 AM, and 4 PM

Unless you eat, shower, work, exercise, and sleep with a phone in your hands, it’s difficult to stick to these exact time slots without scheduling posts in advance.

If you want the most engagement, I highly recommend scheduling Instagram reels when your audience is most active on Instagram.

2. You’ll be flexible and consistent with content creation.

Inspiration often strikes at the most inopportune times. Just because I have an idea doesn’t mean I should film and post it immediately.

For instance, if I just posted a reel one hour ago and have an idea for another one, I can film it and post it at one of the recommended publish times tomorrow or later in the week.

This way, I won’t confuse the Instagram algorithm with excessive posting.

Hootsuite recommends brands post three to five posts on Instagram per week for the best reach rate per post. If you have the bandwidth to post more, then great!

But, quality is better than quantity, so it’s better to publish three great pieces of content than 10 mediocre posts.

3. You can plan your marketing campaigns upfront.

Having a great idea for a reel is only half the battle.

It’s equally important to choose to either post it immediately as part of a larger cultural trend or wait to tie it into a larger campaign.

If your brand has upcoming product updates, seasonal sales, and other planned marketing activities, produce promo content beforehand.

I suggest preparing your reels during quieter periods, scheduling them for the future, and enjoying seamless campaigns.

4. You can post even when you’re out of the office.

The hardest part about social media is that consistency is key to getting more impressions. In between calm and busy weeks, I may take some well-deserved vacations.

If I tried to commit to filming, producing, and posting the same amount of content every week forever, I would never be able to take a day off.

By scheduling reels in advance, I can prepare for time off and rest assured that the impressions and engagements will come in while I’m tanning on the beach.

5. You can drive sales and ROI.

A global EssenceMediacom study found that adding reels to business-as-usual approaches, including in-feed posts and Stories, was associated with a 17.5% higher lift in ad recall.

In addition, adding reels to campaigns was associated with a 44% higher action intent, which increased to 65% with the addition of creator partnership reel ads.

Reels can help sales teams reach their goals and help increase overall brand awareness and purchase intent.

How to Schedule Instagram Reels on Mobile

If you don’t know how to use Instagram well, don’t worry!

Instagram has a built-in scheduler on its mobile app that’s very intuitive and perfect for brands who only need to schedule reels occasionally.

You must have a professional account to do this.

1. Open the Instagram app.

In the Instagram app, I tapped the + sign at the bottom center of the screen to create a new post.

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2. Upload a video.

The app automatically brought me to the Post option, so I toggled to Reel. I can film a reel in the app or upload an existing video.

3. Go to “More options.”

After adding edits to the video, I clicked Next. This brought me to the Post Settings screen, where I can tag people, add a caption, and more. I scrolled down to find More options.

4. Schedule the reel.

Here, I had the option to Schedule this reel. I toggled this option “on,” which let me select a date and time. I selected Set time and navigated back to the Post Settings screen. When my video was ready, I clicked Schedule.

This is a great option for a simple scheduler, but it’s not my preferred option since it all has to be done one by one on mobile. If you prefer handling this process on a desktop like me, read on for more options.

How to Schedule Instagram Reels With Meta Business Suite

Meta Business Suite is a social media management tool that allows businesses and professionals on Meta platforms to manage their social media presence.

This includes messages and comments, advertising tools, analytics and insights, automated responses, and content creation and scheduling.

For this post, I will focus on the content creation and scheduling feature.

1. Log in by connecting a Facebook or Instagram account.

I first opened Meta Business Suite. I hadn’t used this tool before, so I was prompted to log in by connecting a Facebook or Instagram account. I’ve created a dummy professional IG account to show this process.

This brought me to the homepage on the dashboard.

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2. Prepare your reel using Instagram.

I created and edited a reel on Instagram. I was able to add sounds, choose visual effects, and apply filters.

When I was happy with the reel, I hit the Download button to download it to my phone. I then Airdropped it to my laptop so I could access Meta Business Suite on a desktop, but feel free to access it on mobile.

3. Create a post and format it with Meta Business Suite.

I returned to Meta Business Suite and clicked Create reel at the top.

On the Create reel page, I made sure I had the correct account selected under Share to. Then, I clicked Add video under Media to upload the reel I just created.

Once I uploaded the video, Meta performed a quick check to ensure there were no copyright issues.

Next, I added text in the Caption reel section (which is optional) and selected a Thumbnail image, which is the frame visible before watching the reel. Then, I hit Next.

The next screen is an editor, but since I already edited the reel to perfection on the Instagram app, I didn’t need further embellishments. However, if you need to add any final touches, such as audio or text, here is the space to do so.

Then, I hit Next.

The final page is where I scheduled the reel. I had the option to Share now or Schedule up to one month in advance. I scheduled my reel for a Thursday at 9 AM since that was one of the high engagement times mentioned in this post.

Finally, I hit Schedule in the bottom right corner, and that’s it! The reel will be posted at my desired date and time.

How to Schedule Instagram Reels With Other Tools

While Meta Business Suite is a great choice if your business only has Meta accounts — Facebook, Instagram, and WhatsApp — it won’t include other platforms.

Therefore, if you manage several accounts, you may benefit from using a third-party social media management platform.

The process for scheduling a reel is similar, regardless of platform. For this example, I will demonstrate how to schedule reels using Later.

1. Create an account on Later and connect your Instagram.

I tested out the 14-day free trial and created an account. Later prompted me to connect my social profiles, so I connected my professional Instagram account and dummy Facebook page.

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Note: The auto-scheduling feature works only for Instagram Business accounts connected to a Facebook Page. You cannot use Creator or Personal profiles for scheduling reels due to Instagram regulations. Here is how to set up a business account on Instagram.

2. Record a reel.

I used the video I had already created on Instagram and downloaded to my computer for the previous steps in this guide.

3. Upload the video to Later and create a post.

As soon as I created my account, Later prompted me to Upload Media with a pop-up box, but you can always find this button in the top bar.

Once my video was uploaded, the calendar view changed to look like this:

I then clicked Create Post to begin scheduling the reel.

4. Edit the post settings.

Clicking Create Post brought me to this window:

I first clicked Add Media and dragged my reel in. Then, I hit Save Changes.

Returning to the main window, I was able to change the Post Type from Page Post to Reel. Then, I switched accounts from my Facebook Page to my Instagram account in the top left corner. Lastly, I added a short caption.

5. Schedule the reel.

My reel was ready, so I clicked the downward arrow beside the date and time at the top of the window. If you don’t choose a specific schedule time, Later automatically schedules it for five minutes from completion.

Once again, I selected a Thursday at 9 AM. After checking over everything, I clicked Schedule Post, then scrolled to the correct week in my Calendar view to ensure the reel was scheduled to publish on the correct date and time.

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Now that I’ve walked you through the process on one specific third-party tool, I will share the best tools to schedule Instagram reels.

4 Best Apps for Scheduling Instagram Reels

1. HubSpot

HubSpot has a comprehensive social media management tool that allows users to run all social media campaigns from one central place. Using this software, I can build campaigns, publish content, and schedule posts in advance.

Users can also use keyword monitoring to track social mentions and directly inform sales when prospects search those keywords. It’s also easier to track performance and receive social reports since HubSpot integrates into your CRM.

Some of the AI features in beta testing will be revolutionary. For instance, HubSpot's AI-powered social post generator will quickly draft and publish content to major platforms. You can also use AI insights to understand market sentiment and brand reputation.

Pricing

• Contact the HubSpot team for pricing.

2. Later

Later is an intuitive tool for creators and social media managers. It lets you plan, schedule, and analyze content across all social media platforms.

What I like about Later is the Visual Planner. I can schedule multiple posts by dragging and dropping the videos and images onto the calendar. I can also add Notes to the calendar with reminders and ideas for future posts.

Later’s in-depth analytics track the performance of each post, including impressions, reach, and audience, and when my followers are often online and engaged. This helps me uncover the best time to post reels.

Later also has two features currently in beta testing.

The first is Creator & Brand Collabs, which will be a great tool for brands to manage influencer campaigns and discover creators. They also have Ideas, which is an AI-powered tool to help brainstorm content ideas.

Pricing

• Free 14-day trial.
• Starter plan: $16.67/month (billed annually) or $25/month (billed monthly).
• Growth plan: $30/month (billed annually) or $45/month (billed monthly).
• Advanced plan: $53.33/month (billed annually) or $80/month (billed monthly).
• Agency plan: $133.33/month (billed annually) or $200/month (billed monthly).
• Enterprise plan: Contact Later for pricing.

3. Hootsuite

Hootsuite is an all-in-one social media management tool best for digital marketing agencies and mid-to-enterprise-level in-house teams. It works with all social media platforms, including YouTube.

Hootsuite can be used for:

• Planning and scheduling posts.
• Running and optimizing ad campaigns on social media.
• Managing communication in direct messages and comments in one place.
• Monitoring brand mentions.
• AI-powered content creation.

Pricing

• Free 30-day trial.
• Professional plan: $99/month (billed annually).
• Team plan: $249/month (billed annually).
• Enterprise plan: Contact Hootsuite for pricing.

4. Publer

Publer is a versatile tool for social media management and beyond. It enables users to create, curate, schedule, and analyze all upcoming social media posts with unique features.

With Publer, I can manage several accounts, including Facebook, Instagram, X, LinkedIn, Pinterest, Google My Business, YouTube, WordPress, TikTok, Telegram, Mastodon, Threads, and BlueSky.

Features I Like

• Publer’s “Link in Bio” feature makes Instagram posts clickable. Analytics are included.
• Integration with VistaCreate. Users can design illustrations, videos, and GIFs and turn them into social media posts with one click.
• Bulk scheduling. You can craft up to 500 posts and schedule them in advance.
• Recycling. Automatically rewrite your top-performing “evergreen” posts, create variations of posts, and schedule them automatically with a built-in Spintax Generator and AI Assist.

Pricing

• Free plan: For up to 3 accounts.
• Professional plan: $9.60/month (billed annually) or $12/month (billed monthly).
• Business plan: $16.80/month (billed annually) or $21/month (billed monthly).

Schedule Instagram Reels With Ease

While I’ve always been familiar with some of the third-party social media scheduling tools on this list, working on this post helped me discover the sheer volume of options there are to complete this task.

On mobile, professionals can quickly schedule one-off posts on the go. With Meta Business Suite, teams can easily handle all their Meta social account scheduling in one common space.

And software, like Later and HubSpot, allows for more comprehensive social media management tools, greater flexibility, and higher access for large teams.

I think the most important takeaway is that your time is valuable.

This guide should help you adopt a new method to schedule Instagram reels that lets you reclaim your time and prioritize the most important social media tasks: content ideation and creation, and audience engagement.

Soon, you’ll be one step closer to your next viral moment!

Editor's note: This post was originally published in December 2022 and has been updated for comprehensiveness.