Thought Leadership Content: The Best Bang for Your Video Marketing Buck


Nestled deep among the stunning array of video content options now available to the digital marketer, there lays the thought leadership video.

Compared with other types of video content, the thought leader interview can appear to be rather simple. Sometimes referred to derisively as a “talking head” video, the thought leader interview lacks the flashy production values of the typical corporate video.

But what it lacks in flash, it makes up for in substance.

Your target customers – the ones making the buying decisions – are looking for companies and leadership who see the big picture, and can help drive their business forward.

The thought leadership video makes that statement, loud and clear, especially when compared to written content.

The thought leader interview provides viewers with interesting perspectives on ideas, clearly and succinctly, that they can’t find anywhere else.

The thought leadership interview video is a pretty straightforward creature. It typically features a single subject matter expert sharing his or her perspective on an issue of interest to the target audience.

The origins of the thought leader video may be found in interview formats developed during the early days of television, and its structure hasn’t changed much since then, nor has its power.

Thought leadership content in video format delivers the best bang for your buck

That’s not to say that flashy brand videos don’t work to build emotional attachments to brands. They can, and often do just that.

But, when it comes branding, awareness, and driving targeted traffic back to your website, few video formats beat the thought leader interview format.

If the aim of content marketing is to provide answers to the questions either implicit or explicit in online searches, thought leader videos really fit the bill. Videos that achieve this will convert better than videos that don’t.

Check out this video, starring Patrick Dorsey of Impexium:

Notice how Patrick offers his unique insight into where the association market is headed, without ever mentioning his company name!

Despite having every opportunity to inject a shameless plug, Patrick stuck to talking about the big trends affecting his industry, and we’ve since heard that this video is performing fantastically for Patrick and his marketing team.

Perhaps the very best reason to make thought leader interview videos a regular part of your video marketing strategy is that they are one of the most affordable types of video to produce.

Because they are affordable, you can often create a series of videos for the same amount of money that you could easily spend to produce one glitzy corporate video.

Watch this webinar where we reveal our special technique for capturing a full year of thought leadership video content in a single day →

With quality video, lighting and sound, a good producer, working with a knowledgeable subject matter expert, should be able to record several videos worth of thought leadership videos in a single afternoon.

The ability to use these short videos in series, across a variety of different marketing campaigns, makes thought leader interviews the best bang for your video marketing buck.

You still need quality video

With any luck, I’ve convinced you that videos featuring interviews with thought leaders are the way to go.

Rather than blowing your entire video budget on one “blockbuster” video, you’re now committed to creating a series of videos, around which you can build one or more marketing campaigns.

So, your next step is to borrow your neighbor’s video camera, put someone in front of it, and yell, “Action!” Right?


Old-Timey Video Camera

Your goal is to answer the questions people are searching for online, as completely and efficiently as possible.

To do that effectively, you must very clearly communicate those answers and not distract viewers with inferior production quality. Cheap video doesn’t get the job done.

More importantly, cheap video reflects poorly on you and your company.

So, how do you strike a balance between affordable and cheap? What are the minimal production values necessary to fulfill your mission?

As I said above, you need quality video, lighting and sound, and the web is bursting at the seams with tips to help you figure out how do all of that.

We’ve put together this handy guide to help you assess you ability to produce video content on your own, based on your unique needs and brand standards.

However, if you’re looking to make video a regular component of your marketing mix, you may be better off hiring a qualified videographer to manage the production and post-production processes, freeing you to focus on the promotion of your video content.

Leverage your strengths

As a content marketing professional, you’re more likely to add real value to the video production process by focusing on what you know best – content marketing.

  • Start with keyword research, to find out what people are searching for. Recruit the best subject matter experts to share their insights.
  • Work on your coaching and interview skills, to ensure that you’re gathering the very best content possible.
  • Finally, focus your attention on how to get the most out of your video series, leveraging all the marketing channels that make sense for your campaign.

Video content marketing is no different from other forms of content marketing. Follow all the best practices you’ve learned over the years and apply them to your video project.

Just remember, the goal of video marketing is to convert prospects to customers.

Professionally recorded thought leadership videos, deployed as series in support of marketing campaigns, are the most effective and affordable way to achieve that goal.

We’ve developed a completely turnkey thought leadership video marketing package, designed to provide you with a year-worth of thought leadership video content, and the supporting assets and strategy to ensure your message gets heard. Learn more here.