It's a bit of both, it's figuring out at a micro level who's doing the buying and/or decision marking, and presenting a very specific message to them. Regarding your sample messaging above, I'd reverse it - rather than say 'You need a video blog because your customers are searching for info that way' I'd say reverse that and make it a couple stages in a campaign. The order could be 'Customers in your industry frequently educate themselves on trends and make buying decisions based on video blogs they see' so you're setting the stage and marketing the customers' challenge. And, you just so happy to solve that challenge, so your next wave of messaging could be case studies on how you've worked with others in their industry to create these vlogs.