The AI-Powered Video Content Playbook for B2B Marketers

If your brand isn’t showing up in video, do you even exist?

That's the exact question that's been on our mind lately.

B2B marketers have spent years treating video as a ‘nice-to-have’—a side project when resources allow.

But here’s the thing: your buyers don’t read like they used to. They read less...and less...

More than ever, they watch.

If you’re still clinging to PDFs and blog posts while your competitors are flooding feeds with compelling video content, you’re already losing the fight for mindshare.

B2B buyers are consuming video more than ever.

They want content that’s engaging, human, and easy to digest.

Now that we agree that video is crucial to your brand’s success, let’s address the elephant in the room. Scaling it.

In the past, video’s been a bit of a time suck. It’s also been harder to pull over for smaller, scrappier teams due to resource constraints.

AI has changed that.

The roadblocks that once made video a daunting task, like endless editing, high costs, and the need for pro-level skills, are disappearing…fast.

Video is the battlefield now, not the tactic.

The brands that master it win mindshare, dominate conversations, and become the default choice.

The ones that don’t? They disappear.

This playbook based off of Devin Reed's expertise will give you four proven workflows that will help you:

1. Turn expert interviews into thought leadership content
2. Transform Quarterly Business Reviews (QBRs) into customer spotlights
3. Repurpose technical discussions into sales enablement assets
4. Convert Customer Advisory Board (CAB) meetings into engaging product updates

Each is designed to help you maximize your existing content, eliminate bottlenecks, and turn routine conversations into high-value video assets that drive pipeline and revenue.

By the end of this guide, you’ll have a repeatable system for producing high-quality video content without the traditional headaches of video production.

Each workflow in this playbook is designed to help you unlock the full potential of video content at different stages of the buyer’s journey. Whether you’re looking to boost brand awareness, nurture leads, or enable sales teams with high-impact content, these workflows provide a repeatable, scalable framework to get the job done.

Each workflow includes:

1. A Clear Use Case
2. Objective
3. Resources needed
4. Problem
5. Expected Outcomes
6. Step-By-Step Guide (including prompts & templates)
7. Distribution Strategy

Before diving in, see Devin Reed's strategy to repurposing content.

Transform internal knowledge into high-value video content that builds brand authority and engages your audience.

• Subject Matter Expert (SME)
• Video conferencing tool (Goldcast, Google Meet, or similar)
• Video recording capability
• AI video processing tool (Goldcast, Descript, or similar)

Your smartest minds aren’t on your website.

Every week, your company’s most insightful conversations happen behind closed doors—in meetings, calls, and Slack threads.

And instead of capturing and amplifying that expertise, most brands let it disappear into the void.

The brands that win mindshare don’t just market—they document.

They take these everyday conversations and turn them into binge-worthy content. And AI makes it frictionless.

• 1+ long-form video with SME insights
• 3+ short-form video clips for social media
• 1 blog post summarizing key takeaways
• Increased thought leadership credibility and brand trust

Step 1: Identify your topic and SME

• Choose a topic and make sure it aligns with your audience’s pain points.
• Select an SME with hands-on experience and strong insights. This can be an internal or external person.
• Give the SME a brief outlining interview expectations.

Step 2: Conduct the interview

• Record a casual, conversational discussion.
• Use AI transcription tools like Goldcast to capture key takeaways.
• Ask open-ended questions to help spark engaging answers.

Step 3: Process the recording

• Upload the video to an AI-powered tool like Content Lab for automatic transcription.
• Extract key moments, quotes, and timestamps.
• Use AI to generate captions and auto-trim highlights.

Step 4: Content creation

• Repurpose the video into multiple content formats:
  • Long-form video for YouTube or blog embedding.
  • Short clips for LinkedIn, Twitter, and other social platforms.
  • Blog post summarizing key insights.
  • Email snippets featuring SME quotes and takeaways.

• Publish the full interview on YouTube and embed it in a blog.
• Share short clips across LinkedIn, Twitter, and email newsletters.
• Use SME quotes in email marketing and sales outreach.
• Repurpose key takeaways into a carousel post or infographic.

Turn a quarterly business review (QBR) into an engaging customer success story that shows real-world value and impact.

• Customer Success Manager (CSM)
• Participating customer
• QBR slide deck
• Video conferencing tool (Goldcast, Google Meet, or similar)
• AI video processing tool (Content Lab, Descript, or similar)

QBRs have powerful success stories and are jam-packed with insights that could help build trust with prospects, but they typically remain locked in private conversations. The other issue is that traditional case studies often feel scripted and impersonal, missing the authentic voice of the customer.

• 3-4 short-form customer spotlight videos per quarter
• 1 long-form success story blog post
• Increased credibility and social proof for sales enablement

Step 1: Prepare for the QBR

• Go over the key metrics and success stories in advance.
• Identify specific customer wins that show off impact.
• Brief the customer on the spotlight opportunity and the win-win nature of it.

Step 2: Conduct the QBR with content in mind

• Ask open-ended questions to get more valuable insights:
  • What were the top challenges before using our product?
  • What results have you seen since using us?
  • What unexpected benefits have come up?
  • What advice would you give to others considering this solution?

Step 3: Process the recording

• Upload the QBR recording to an AI-powered tool for transcription like Content Lab and highlight extraction.
• Identify key customer quotes and impactful moments.
• Use AI editing tools to trim and enhance clips.

Step 4: Create multiple content formats

• Customer Spotlight Videos: 2-3 minute highlight reels featuring key takeaways.
• Blog Post: A detailed success story featuring customer insights.
• Social Snippets: Short clips and testimonials for LinkedIn and Twitter.

• Share spotlight videos on LinkedIn and company social pages.
• Add customer stories to the website’s case studies section.
• Include testimonial clips in sales enablement materials.
• Feature customer insights in marketing emails and newsletters.

See how Devin Reed repurposes content on Goldcast Content Lab.

Use the technical discussions and product demos from your team and turn them into digestible content that helps decision-makers understand your solution and accelerates the sales cycle.

• Technical implementation expert or product manager
• Video conferencing tool (Goldcast, Google Meet, or similar)
• Screen recording software if your video conferencing tool doesn't have one (for the demo)
• AI-powered video processing tool (Goldcast, Descript, or similar)

When technical buying committees don’t have a clear grasp of implementation details, the sales process drags on, and deals get stuck—or worse, lost. Standard sales materials often fall short, leaving buyers with unanswered questions about how the product actually works and whether it’s easy to adopt.

• 3-5 short-form technical explainer videos per quarter
• 1 comprehensive product walkthrough video
• 1 implementation guide for sales enablement
• Faster deal velocity and less technical objections

Step 1: Identify the top technical topics

• Choose your topics based on common buyer objections or FAQs.
• Review sales calls and support tickets for recurring themes.
• Select a technical expert to walk through these areas.

Step 2: Record a technical demo

• Have a screen-share demo explaining product features and integrations.
• Focus on ease of implementation, security, and scalability.
• Capture before-and-after use cases to highlight key benefits.

Step 3: Process the recording

• Upload the video to an AI-powered tool like Content Lab for transcription and highlight extraction.
• Find and segment key moments.
• Use AI editing tools like Content Lab to trim long discussions into bite-sized clips.

Step 4: Create multi-format sales enablement assets

• Short explainer clips: Answer common technical objections in under two minutes.
• Long-form video walkthrough: Comprehensive guide for in-depth evaluations.
• Implementation guide: Step-by-step breakdown for easy onboarding.

• Upload explainer videos to your website’s resource center.
• Share short clips via LinkedIn and email nurture campaigns.
• Include implementation guides in sales proposals and RFP responses.
• Provide technical walkthroughs for customer onboarding sessions.

Take insights from Customer Advisory Board (CAB) meetings to create compelling product update content that keeps customers engaged and informed.

• Customer Advisory Board members
• Product team representatives
• Video conferencing tool (Goldcast, Google Meet or similar)
• AI-powered video processing tool (Content Lab, Descript, or similar)
• Email marketing platform

CAB meetings can generate really insightful discussions around product direction, customer feedback, and roadmap priorities, but this information often stays confined to a small group. This then means that broader customer segments miss out on key updates, leading to misalignment and lower engagement.

• Monthly or quarterly product update videos
• 1-2 minute highlight clips featuring key customer insights
• Increased customer engagement and product adoption
• Reduced support tickets related to feature misunderstandings

Step 1: Prepare for the CAB meeting

• Set a clear agenda focused on major product developments.
• Identify the most pressing customer concerns and feature requests.
• Brief CAB members on the recording and content repurposing plan.

Step 2: Capture key insights during the meeting

• Record roadmap presentations and customer discussions.
• Encourage CAB members to share their experiences and feature priorities.
• Note key success stories and implementation challenges.

Step 3: Process the recording

• Upload the full recording to an AI-powered tool for transcription and analysis.
• Extract key customer quotes and product insights.
• Identify feature explanations that need additional clarity.

Step 4: Create multi-format product update content

• Highlight video: 2-3 minute summary of key updates and customer insights.
• Short clips: Individual soundbites addressing specific product improvements.
• Product update email: A concise overview featuring video links and next steps.
• FAQ doc: Addressing common concerns raised during the CAB meeting.

• Send product update emails to all customers with embedded videos.
• Post short video clips on LinkedIn and customer community forums.
• Share detailed updates in a monthly newsletter.
• Include feature explanations in onboarding materials for new customers.

Winning deals starts with winning familiarity and recall.

The brands your buyers remember are the brands they buy from.

These AI-powered workflows aren’t just about making video easier. They about ensuring your company is the first name that comes to mind when it matters most.

Whether you’re capturing SME insights, repurposing QBRs, breaking down technical topics, or engaging customers with product updates, these frameworks will help you create impactful video content with minimal effort.

Ready to get to work?

Start using Content Lab by Goldcast for free today and see how AI can streamline your video marketing efforts.