How to Win with B2B Tech Company Thought Leadership Content

You did it! Your company created an amazing product. Now you just need to explain it to the market. But how?

I wanted to outline a new content creation process harnessing remote video and A.I. editing tools that can solve this problem. By creating a sustainable thought leadership video content pipeline, you can help ensure that you are getting the message to the right audience, in the right channels at the right time.

You may not have realized it yet, but you are sitting on a thought leadership goldmine. The huge advantage you have is that your company, your execs, your engineers and product managers all know the products best, they know the trends, the pitfalls, the opportunities.

When it comes to "Thought Leadership" they already possess the "thoughts", now you just need to 'lead".

Leading means being out front where you can be seen, making the path that others can follow, shinning a light into the corners so we can see what's there. You don't lead some of the time, you have to lead all of the time - or concede that someone else will fill the void.

Video is a perfect way to do that, and you probably have done some of that, but the current market conditions necessitate a deliberate, systematic and sustainable approach. Just releasing some video on the fly isn't quite enough. The audience is increasingly hungry for video and the content beast must be fed.

I have identified 3 key success factors to a successful thought leadership content plan:

Visibility: Your audience sees you in the channels they are active in.

Engagement: The content address the questions and concerns of the audience.

Consistency: Posting regularly over time builds familiarity and trust and allows you to be there when the need arrises.

You may be thinking something like "yes, I'd love to post video high value video content everywhere all the time but video is hard, expensive and we'd run our team ragged coming up with constant ideas". Well in the old way of video content creation, probably. But there's a new process that changes all that.

The BIG IDEA here is that you can now create high-value thought leadership video content based on remote video interviews and harnessing new A.I. editing tools to purpose across all your channels. Because video inherently contains all other mediums: Images, sound and text in the form of transcriptions, it makes a great base content unit for repurposing at scale.

The Pandemic and social media have changed what is possible and acceptable as mid-tier informational content AKA "Thought Leadership" content. We already touched on the likelihood that you already have many well-informed thought leaders in your company that can speak with authority to the topics, concerns and questions your audience has.

By setting up a regular schedule to interview your team in a remote video format that systematically provides the content that your audience is interested in, YOU can be the company providing the thought leadership content - in the highly desirable format of video - at a pace and breadth that establishes your place at the front of the pack.

This process can be daunting an you may have questions. As a 30 year veteran of the video production industry, I'm a video-native and have holistic understanding of the best ways to go about these processes, things to avoid and new opportunities. I've made it my mission to help companies do more with video to help them grow so I am here as a resource if you have questions or want some support making this process work for you.

If you'd like to discuss, please feel free to book a time to chat. In order to streamline this process, I have created a 10 question assessment to provide clarity on your goals and what you are doing now. If you would like to fill out the form, I will then be more able to provide you some specific options for moving forward to accomplish your goals by harnessing video more. You are free to implement these yourself or I can help.

Good luck!

Dane