Are you stuck in the long-form video era while the world has moved on to snappy, engaging short-form content? If so, it's time to catch up!

Let's dive into Episode 53 of the Marketing Smarts Live Show, in which Austin Armstrong spills the beans on using short-form video for B2B marketing success.

At a time when attention spans are shrinking, short-form video has emerged as the new content king. But how can B2B marketers harness the power of this format effectively?

Austin Armstrong, a seasoned social media expert, shares invaluable insights on the Marketing Smarts Live Show.

Know Your Audience

Austin emphasizes the importance of understanding your target buyer personas. Knowing their emotional needs, wants, and desires will guide your content creation process, making it more impactful.

Structure Is Key

In short-form content, every second counts. Austin advises cutting out lengthy intros and instead focusing on a powerful hook that resonates with your audience's needs. Then follow up with valuable content and a single call to action to keep your audience engaged.

Consistency Is Crucial

Whether you're a solopreneur or part of a larger organization, consistency in content creation is vital. Austin advocates producing daily content to stay top-of-mind with your audience.

Overcoming Hurdles

From getting leadership buy-in to navigating approvals from Legal, Austin discusses the potential challenges in implementing a short-form video strategy and ways to overcome them.

A Tool to Help You Out

Austin introduces his tool, Syllabi, designed to streamline the video marketing creation process. It helps you identify the top questions your customers are searching for and even generates video scripts for you.

Homework Time!

Austin leaves the audience with some actionable homework. He encourages everyone to outline their buyer personas and develop content ideas that would resonate with those personas.

* * * 

The episode is a treasure trove of insights, tips, and actionable advice. If you're not harnessing the power of short-form video yet, you're missing out on a massive opportunity to engage your audience meaningfully.

Watch the video for more insights:

Make sure you don't miss any future episodes: Subscribe to the Marketing Smarts Live Show on YouTube. And to catch up on all previous episodes, check out the full playlist on YouTube.

Episode Details, Guest Information, and Referenced Links

Episode No. 53

Guest's Social media profiles:

MarketingProfs resources referenced in the show:

"In B2B News" article referenced in the show:

"From the #mpb2b Community" links referenced in the show:

Transcript: Leveraging YouTube Shorts for B2B Marketing Success: Austin Armstrong

Although the title of the original podcast talks about YouTube Shorts, I want you to realize the tips, tricks, and conversations we have today could apply to almost any short-form video platform!

With that said, let's get into the good stuff.

Hello to all my Marketing Smarts Live viewers today. I'm super excited to bring you EPISODE 53 of the Marketing Smarts Live show.

This week's topic is all about Leveraging YouTube Shorts for B2B Marketing Success.

So, if you're ready to get your learn on, buckle up and let's get ready to rock and roll.

Hey, I'm your boy George B. Thomas, speaker, trainer, catalyst, and host of this here show, the Marketing Smarts Live show, as well as the Marketing Smarts podcast found on your favorite podcast app.

Our guest clips today are brought to you by none other than Austin Armstrong.

Austin Armstrong is a lifelong digital marketer, public speaker, and host of the TikTok podcast BusinessTok.

He is the CEO of Socialty Pro, an organic SEO and vertical video marketing agency, and the CEO of Syllaby, a brand-new marketing tool that helps business owners create a social media content strategy in minutes.

Austin has posted over 2,500 videos on TikTok, tripling his own business's revenue and thousands more across his clients' accounts.

Now, remember the clips of Austin Armstrong today are pulled from the full Marketing Smarts podcast episode, and if you want to listen to the full interview with Austin Armstrong and myself, make sure to tune into the Marketing Smarts podcast, link to the full show will be in the description below after the live show ends.

Now, in this episode, again, I'm talking with Austin Armstrong about Leveraging YouTube Shorts for B2B Marketing Success.

So, to get started, I wanted to know a few tips and tricks pertaining to short-form video that we as B2B marketers should be thinking about.

Here's what Austin had to share.

Austin: At the beginning, at the core concept of creating good content, regardless of the format, is you need to know exactly who you want to reach. Really clearly define your target buyer, your buyer persona. Know the ins and outs of their emotional needs, wants, desires, the value prop and unique selling proposition that you offer to remedy and reach that individual person. What do they care about most? Really clearly outline that.

When you have that in mind, you will have much better clarity on your content making decisions because you can focus on creating content that resonates with exactly who you want to reach. When you have that format down, you will drastically cut through the noise, reach more of who you want to reach, resonate more with them, and they will ultimately buy from your business much more so.

Now, structuring every content is really important across the board as well. Remember that it's never about you and always about the person that you are trying to reach. As blunt as this is going to sound, nobody gives a shit who you are or what your background is, so cut out your intros. We're talking short form content here, less than 60 seconds. Don't waste 5 to 10 seconds on telling them who you are and why they should care. They don't care.

You have to open that video up with a really powerful scroll-stopping hook that is going to emotionally trigger them around the value proposition that your business offers. Hook them in, immediately start to build tension and provide value associated with that opening hook, take them along the journey, and then have a single call to action at the end of that video.

Don't say, "Smash that subscribe button," or, "Share this with 10 friends, hit the like button, comment and tag 47 people." The more options that you give people, the less likely they are to do anything. Some of the single call to actions that I like to do are, "Share this with yourself so that you can take action on it later." That creates intent, it tells them one clear thing to do, that's a weighted metric on the platform. Or say, "Follow for more information on this particular topic," again, a topic that they actually care about.

So, hook, tell the story, provide that value, tell them what to do next. Have that structure in place.

Do you know who you want to reach? Do you have your personas in place?

Do you have clarity on your content creation strategy?

Are you reaching who you need to reach?

Is your content about you or is it about them? Please make it about them!

Are you stopping your personas in their tracks with a super dope hook?

These are questions we should all be asking ourselves!

But I'm curious: are you using short-form videos for your business growth?

Put the answer to that in the chat pane or let me know on Twitter using the hashtag #mpb2b and, of course, tag me using @georgebthomas.

We'll get back to Austin Armstrong and his thoughts on Leveraging YouTube Shorts for B2B Marketing Success, But first, I have to ask...

Are you part of the MarketingProfs community? If not, become part of the MarketingProfs community by heading over to - That's

Now, it's time for one of my favorite sections...

In The B2B News - Where we talk about breaking B2B news or really important tips we find on the Google news tab related to you and your B2B business. This week, the title is...

Rise of Short-Form Video Content

Everyone enjoys watching videos.

In order to succeed as a business and meet the varied needs of your audience, you must take advantage of the growing popularity of video content.

Prospects desire video content. According to data, 93% of marketers who use it feel it is an essential component of their marketing plan, and 86% of organizations utilize it as a strong marketing tool.

Therefore, if you are not employing video content, you are taking a risk since your competitors, who are video-competent, are dominating the market.

Although consumers do prefer video content, short video clips have recently gained popularity for a variety of reasons. As social media channels grow, short-form video is given more priority. People like watching short clips on their smartphones.

Want to learn why short-form video might be right for you or five short-form video advantages?

To read this article, check out the link below when the live show is over.

So, let's get back to Austin Armstrong and his Marketing Smarts podcast episode.

Next, I wanted to dive into the tool Syllaby and how it might help you as a B2B marketer. So, I dove right in and asked about the tool, why it was created, and how it works.

Let's take a look.

Austin: My tool is We built it as a tool to help business owners and entrepreneurs streamline their video marketing creation process. I've been in social media for 18 years. I've been an agency owner for 4 years. I've worked at agencies for the last 8 years.

A lot of the problems that business owners and entrepreneurs face is they know they need to create content—even more specifically, they know they need to create video content—but they don't know what topics or what questions their customers are searching for, they don't know what to say in the videos, they need help staying consistent and accountable because consistency is the most important thing, they don't like being on camera, and a lot of businesses just don't have the budget to hire a full service agency, or maybe they're not even at the point where they can hire an internal staff or marketing team to handle all of that.

We took all of those pain points and built Syllaby into a streamlined process. What Syllaby does is it shows you the top questions that your customers are searching for online with a lot of data backed up behind that, and then it generates viral video scripts for you for short form content for YouTube Shorts, for TikTok, for Instagram Reels, etcetera, or long form YouTube content as well, around specifically the questions your customers are searching for.

We actually dropped just this week AI video creation. It will create a video with a human-realistic avatar that looks and sounds like a real person, taking that script and reading that script, so you don't even need to be on camera anymore. We have the content calendar and consistency tracker so that you can stay consistent with all of it.

Circling back to the very beginning of this, AI is coming for everything that I do in a business, and I know that because I'm building the tool to replace my agency. There are so many hacks with AI that can level up your productivity toward creating better, more frequent, and consistent short form vertical video content.

Does that sound like something you are interested in or that might help you reach your desired audience. If so, make sure you check it out.

We will get back to Austin Armstrong in a few minutes but first it's time for some...

Dope B2B Learnings From The Vault of MarketingProfs Articles

That's right, It's time to dig into the treasure trove of valuable information and pull out two pieces of gold to help you be a better B2B marketer.

Article one this week is: Five Tips for Creating Videos That Build Brand and Drive Sales by Seth Price

Storytelling through video has become part of the required content marketing toolkit for brands looking to create awareness in their market. Old Spice, for example, sought to refresh a sleepy brand; Jack Dorsey launched a whole new product category with Square Cash; and Red Bull created a movement with its "Gives You Wings" campaign.

The power of video to move consumers to act has played out nicely in the numbers. YouTube users watch more than 6 billion hours of video per month.

Dive into this article and learn five tips for creating videos that build brands and drive sales.

Article two this week is: How to Market on YouTube by Stephan Spencer

Now that YouTube is more popular than all the sites of the TV networks combined, you may wonder whether broadcast TV's days are numbered. It may well become more important for your brand or company to be on YouTube than to be advertised on TV.

Undoubtedly, for some, that day has already arrived.

Want to keep learning more? If so, check the links in the description below after the live show to get access to both amazing MarketingProfs articles.

OK, back to Austin Armstrong... Let's dive back into this conversation of Leveraging YouTube Shorts for B2B Marketing Success

For our next question, I wanted to ask what are some hurdles folks might face when trying to use short-form video for their marketing mix.

Here's what Austin had to share.

Austin: There's a lot of them. It depends on the industry that you're in as well. If you're in a heavily regulated industry, it's sometimes hard to pass some of these marketing decisions. You have to pass everything through your legal department, or you have to get everything approved by HR or your executive team, or anything like that.

You have to get leadership on board as well. I've been in that marketing role at companies where you have these brilliant ideas, and you're listening to podcasts like this, you're reading books, you're watching videos, you're going to conferences, and you're like I know this is going to work, I love this, and then your boss is like I don't know, paid ads though. So, it really depends on your industry. Those are a lot of the hurdles that I see.

Even on the smaller business side, those things that I mentioned. If you're a solopreneur, if you're a startup business and it's really just you and maybe one other person, there's a time commitment there that can be a struggle. It's a hard thing to commit to creating consistent content. Consistency looks different to everybody. I'm really an advocate for daily content because it's just getting so saturated. You have to show up and stay top of mind constantly. You're going to get better results if you just continue to provide incredible free value every single day, no matter where your target audience is at in their journey, because when they're ready, you're going to be the first person that they think of.

You have to get in the mindset of there's going to be growing pains at first, it's going to be a little frustrating, it's going to be time-consuming, but like all things that we do consistently, once you build that habit, it gets easier and easier. It gets more rewarding over time as well.

Are you trying to row upstream in your organization or are you a solopreneur trying to manufacture more time in your day?

Either way, watch out for the hurdles that might try to step in front of your future success.

We're going to get some words of wisdom from Austin Armstrong here in a few minutes, but right now, it's time to turn the spotlight on you, the MarketingProfs community. Yep, time for...

From The #MPB2B Community

We searched far and wide in the #MPB2B universe to find amazing information and conversation to bring to the masses.

So, first, make sure you are using the hashtag, and second, make sure you have fun and add value to the community.

Then, we'll spotlight you or your crew on the show. This week, it's...

Lee Odden

B2B Marketing Agency Founder & Board Advisor

B2B buyers expect more from the brands they buy from and to meet those expectations, marketers must embrace a more customer-centric approach.

That's why Dina Otero's presentation at #mpb2b on Embracing Customer Centricity resonated with me so much. If you missed it, here's a recap on TopRank Marketing Blog:

But you need to check out the description and click that link to check out the post and read or learn more!

Marketing Smarts viewer, I have to ask... are you going to be next to get the spotlight?

Remember, community, use the hashtag #mpb2b on Facebook, LinkedIn, or Twitter and get the light shined on your awesomeness in the next episode or a future episode of the Marketing Smarts Live show!

Pro-tip: it won't hurt if you tag me in your post as well I'm @georgebthomas on LinkedIn and Twitter.

OK, let's kick it back to Austin Armstrong and some words of wisdom around this topic of Leveraging YouTube Shorts for B2B Marketing Success.

Here is what Austin Armstrong wanted to leave us with...

Austin: I'm going to assign you all some homework so that you can begin to take some action steps along the way. If you don't have a buyer persona sheet outlined, go on Google, type in buyer persona cheat sheet, and you'll find one. Print it out, download it, whatever you need to do, and fill that out so that you have a really clear outline of who you want to reach.

Then outline a content strategy. What we'll typically do is outline four core categories of content that are meant for that buyer persona. These are frequently asked questions that you get, perhaps SEO keyword questions that they are searching for online, the value proposition of the services that you have, and maybe the most emotional pain points that your clients have. Maybe a fifth category is do a little bit of competitor research and outline all of your competitor's top performing videos that you can recreate in your own unique way.

Below each one of those categories, outline 5-10 ideas that you can create content on with that structure. Again, opening hook, provide value, single call to action. Through this practice, you will have a month or two worth of content ideas. Start to create daily content. Do one video every single day. Just commit to it, say this is now a thing that I do. If you are ready to change your life and be successful, do this. Do a video every single day. You're going to repurpose that short form vertical video on YouTube Shorts, TikTok, Instagram Reels, and Facebook Reels. Do it for 30 days straight, and you're going to generate leads for your B2B business.

I love that Austin gave us homework!

Will you get yours done?

I sure hope so.

Have you enjoyed today's journey? Let us know, use that hashtag #mpb2b on whatever platform you are joining us on.

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image of George B. Thomas

George B. Thomas is a marketer, video Jedi, and HubSpot certified trainer with 25+ years of sales and marketing experience. George is owner and HubSpot Helper at He has a record-breaking 38 HubSpot sales, marketing, service, CRM, and CMS certifications. George harnesses his expertise in graphic design, Web development, video editing, social media marketing, and inbound marketing to partner with, teach, and develop solutions for companies looking to develop their businesses and increase their revenue.

LinkedIn: George B. Thomas

Twitter: @GeorgeBThomas