In the world of digital marketing, the power of video is undeniable. But between production, editing, and formatting for different channels, it’s extremely hard to do at scale. With too much pressure and not enough resources, video marketing automation can help save time, budget, and energy.

In this article, we'll explore the first key steps to take when automating your video marketing workflows, including proven tips from B2B marketers winning with video.

Video marketing automation is the use of technology to streamline and optimize various aspects of the video marketing process. This can include automating tasks such as video creation, video editing, and even distribution.

By using automation tools, B2B marketers can save time and resources, while delivering an immersive experience for audiences. Some video marketing automation tools also include data and analytics to help marketers fine-tune their strategies and increase the return on their investment in video marketing.

Okay, you know what video marketing automation is. But what does it actually look like in the day-to-day? Here are 5 ways to automate your video marketing for a content cadence that drives consistent engagement.

“One thing that I have seen taking off on LinkedIn right now is day-in-the-life content. It was big on TikTok. It’s been big on Reels for a while. I’m seeing that take off on LinkedIn, especially with the new vertical video format,” says Tara Robertson, Head of Demand Generation at Chili Piper.

She isn’t the only one who’s noticed the rapid rise of LinkedIn video content. According to data from LinkedIn itself, video is shared at a rate 20 times higher than any other type of content on the platform. But who has time to sit, watch, and clip all day?

With the right video marketing automation tools, you can easily clip recordings into short video snippets for social media—without having to rope in a designer or videographer. And the impact on engagement could be massive.

For the team at AspenCore, a single social media video post clipped from their event achieved far more engagement than their standard campaigns. “The engagement from one post versus an entire campaign was incredible,” says Kristen Nuñez, Global Event Manager at AspenCore. “Content Lab probably cut down our time from maybe like two hours to five minutes.”

Marketers who say their social media strategy is effective are 185% more likely to use AI to generate social media content. With help from tools like Content Lab, you can give a human face to your social media content and grow mindshare among your target audience, even in a saturated market.

Video files collecting dust? Drop the link or upload the file into Content Lab and transform long-form video content into a range of pre-formatted clips for your socials.

If there’s one baby step marketing teams of any size can take, it’s using automated tools to add captions to your video content.

Adding captions, subtitles, and translations is some of the best low-hanging fruit you can get when it comes to video marketing. They increase reach among viewers who are deaf or hard of hearing, those who might be watching the video in other languages, or who simply prefer watching videos on mute.

Accessibility is fast becoming the rule rather than the exception, with data from HubSpot showing that 78% of video marketers already use some combination of accessibility features, including transcripts, captions, and audio-descriptions.

For example, with Content Lab, you can automatically generate speech-to-text captions and format your clips using custom branded video templates for a range of social media platforms.

Ready to rethink video? Download our free report on Why Video-first Repurposing Matters for B2B Marketers.

With an end-to-end video repurposing tool, you can easily transform your videos into other formats, such as blog posts, emails, audiograms, and even paid ads.

“When it comes to our ads for our virtual summits, video often outperforms and outranks static images which is really interesting to see,” says Diana Kolesarova, the Lead of Event Marketing at Superside. For Diana and the team at Superside, using AI in their marketing workflows is business as usual.

The beautiful thing about a video-first marketing strategy is that it gives you the best of multimodal content —including, text, visuals, audio, and video.

“I always think of content as a bit of a bento box. It’s got all of these vegetables, tempura, protein and rice and all of that is in the right proportions—there’s something just so good about it. Marketing and content is just the same way for me. It’s like a little bit of written content, rich graphics and lots of videos to explain complex things,” says Amrita Mathur, VP of Marketing at Clickup.

AI and automation make the multi-modal content creation process simpler and faster. For example, you can use Content Lab to extract video clips from your webinar recordings and embed the clips in your blog post or use them in your ad creative.

Speaking of closed captions, the accessibility-boosting benefits of video can also be a big benefit for your search engine optimization (SEO) strategy. The best part is, with the right automation and AI tool, search-optimized blog post embeds are super easy to pull off.

Whether it’s increased dwell time, engagement, clickthrough rates (CTRs) and backlinks, adding more video content to your website can work wonders for your organic search results. And they don’t just have to be video-optimized blog posts.

Consider a range of different types of videos, including tutorials, top use cases, video case studies, testimonials, and even blooper reels.

When including videos in your blog posts or other landing pages, make sure you’re aligning the length of the video with searcher intent and audience preference.

Need a little inspiration? Check out how our team at Goldcast used embedded video clips to bring this Board of Innovation (BOI) case study to life!

With the right B2B marketing automation platform, you can easily streamline your event marketing and video marketing workflows.

For example, for ThoughtSpot’s annual Beyond conference, Senior Demand Generation Manager, Katie Dunn created an automated email sequence that consisted of:

• Instant registration confirmation email
• A “what to expect” email
• A “day before reminder” email
• Magic link email and
• A post-event follow-up email

That single automated email sequence helped Katie and her team reach 1,160 registrants and 615 live attendees for Beyond—not to mention all the rich attendee-level data she was able to share with her sales team via direct integrations with the rest of their tech stack.

With a platform like Goldcast, you can integrate your events with tools like HubSpot, Salesforce, and Marketo to trigger automated workflows based on the real-time actions of event attendees for relevant follow-up.

And using the key engagement metrics from events, it’s easy to pinpoint clip-worthy moments ideal for repurposing across a range of other channels.

“AI is part of our world now,” says Diana from Superside. “But AI is never going to be perfect without a person. We use it for concepting, we use it to scale and to produce—but it always has to go through QA, it always has to go through the human touch, which I think will never change.”

At Goldcast, we couldn’t agree more. With Content Lab’s best-in-category video automation features, you can make the most of your video library, while staying firmly behind the wheel with AI and automation.

Increase engagement with every video. Try the freemium version of Content Lab and generate 20X more content at least 2 weeks faster.