Written by: Vickie Sullivan | January 25, 2022
2 Video Opportunities for Thought Leaders
Unless you’ve just splashed down from another planet, you know videos are the hot format right now in content marketing.
According to research conducted by Vidyard and published by the Content Marketing Institute (pdf), 83% of those surveyed said videos have become more important to their business in the last two years. However, only 17% said their organization is getting excellent results from video. So, there’s still work to be done.
The report also identifies interesting possibilities for thought leaders. Here are two you should pay attention to:
• Videos that produce best results are interviews with influencers and subject matter experts (SMEs). Thought leaders that have strong word-of-mouth have the inside track. A great place to start: marketing or sales folks. If you speak at client meetings, these videos would be a great value-add or upsell. If you work with leaders, get introduced to these possible buyers.
• Things that are a challenge for content marketers are opportunities for thought leaders and service providers. The second biggest challenge is a lack of in-house skill, followed by lack of budget. Translation: Content marketers need outside help but don’t think they can afford it. One idea: Use this work to increase or justify your premium fees elsewhere.
Listen: 2 Things that Attract These Buyers
Many of us look at trend reports like these with an eye to our own content marketing. Fair enough. But remember to also look for the opportunities.
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