Jay Baer has a podcast about phrase of mouth advertising. Rand Fishkin has a weblog about search engine optimization. Ann Handley has a publication about storytelling in advertising. All three are examples of thought leaders who’ve discovered a distinct segment during which to turn out to be an knowledgeable.
No matter what your area of interest, video is a superb medium for sharing thought management content material with the world.
Thought management movies supply an academic perspective on a brand new thought. With the appropriate content material and the appropriate speaker, video is an efficient approach to interact your neighborhood whereas making your voice stand out as a frontrunner in your business.
- 1.What is a Thought Leadership Video?
- 2.What Are the Benefits of Thought Leadership Videos?
- three.Where to Use Thought Leadership Videos
- three.fourBlogs and Articles
- three.5Video Library
- four.Types of Thought Leadership Videos
- four.1Talking Head Video
- four.2Fireside Chat Video
- four.threePresentation or Keynote Speech Video
- four.fourPanel Discussion Video
- four.5Video Podcast
- 5.How to Make a Thought Leadership Video
- 5.1 Come Up with an Original Concept
- 5.2 Choose a Format
- 5.three Hit Record and Make it Sound Good
- 5.four Polish it Up with the Magic of Editing
- 6.Best Practices for Thought Leadership Videos
What is a Thought Leadership Video?
Keynote speeches, webinars, and interviews with business consultants are all examples of thought management movies. What they’ve in frequent is sharing a brand new idea or thought with an academic goal.
This top-of-funnel content material is usually delivered as a high-level overview by business consultants, however sensible recommendation and suggestions are by no means off-limits. The hottest and efficient thought management movies encourage motion and problem others to query their very own strategies.
Blake Smith, Vidyard’s Creative Director, explains what thought management movies are and the way to create an superior one. He’s joined by Mat King, Vidyard’s Video Production Manager, and the pair break down an instance to spotlight what an efficient thought management video seems like.
What Are the Benefits of Thought Leadership Videos?
These high-level, top-of-funnel movies are nice for any enterprise trying to set up itself as a frontrunner of their business. Because they’re usually discovered on social media, these extremely shareable movies may also help strengthen your model identification and construct neighborhood by inspiring dialog and engagement.
Where to Use Thought Leadership Videos
As talked about above, thought management movies are top-of-funnel content material good for sharing to social media, particularly LinkedIn, Facebook, and YouTube.
A pure match for instructional thought management movies, LinkedIn is the place folks go for skilled growth.
Native movies on LinkedIn are 20x extra doubtless to be reshared and 5x extra doubtless to begin conversations than different types of content material.
Through an utility course of, you can too achieve entry to dwell video streaming. The alternative to interact together with your viewers in real-time opens up new alternatives within the type of AMA’s, fireplace chats, and panel discussions.
Facebook remains to be a dominant platform when it comes to viewers development. It’s typically the place folks have their first encounter with manufacturers and native firms.
Video is probably the most partaking type of content material on Facebook, so think about having thought management movies out there in your Facebook web page to, familiarize folks together with your model, encourage them to be taught extra, and hold them . Facebook additionally presents dwell video, which is well-suited to off-the-cuff Q&As together with your firm’s CEO or a featured visitor.
Next to Google, YouTube is the world’s hottest search engine, so use it to get your top-of-funnel thought management movies seen by the world. YouTube makes it simple to share your movies in a extremely discoverable place and create a playlist the place viewers can binge all of your content material in a single place.
Blogs and Articles
Video is a good way to improve the written content material in thought management weblog posts and articles. While the written content material might go into the nuts and bolts of a topic, a thought management video is a good way to give folks a fast overview or a tangible instance inside a prolonged piece.
Volume is vital for thought management as a result of one video doesn’t an knowledgeable make. You can create a hub by yourself web site the place you possibly can show all of your thought management movies and collection for simple binging.
Take a take a look at the video library we created for our Chalk Talk collection and get impressed to make your individual.
Types of Thought Leadership Videos
Thought management movies are available in many alternative varieties, from a easy speaking head to repurposing a keynote speech. Read on to find out about the most typical sorts together with examples of the perfect thought management movies we might discover.
Talking Head Video
A digicam on a tripod, targeted on a single speaker is probably the most easy approach to file any video, and it’s particularly efficient for conveying instructional content material.
A speaking head video options one individual talking immediately to the digicam so as to clarify an idea or new thought. Feel free to complement B-roll, animations, or different visuals to add selection.
In Moz’s Whiteboard Fridays video collection, a topic knowledgeable explains a brand new subject each week, with the assistance of a whiteboard. Having the speaker use a whiteboard provides visible attraction and in addition goes a great distance in explaining sophisticated subject material.
Fireside Chat Video
Fireside chat refers to an off-the-cuff Q&A-style interview with a topic knowledgeable or main voice in your area. The chat will be recorded dwell in entrance of an viewers (like at an organization lunch and be taught), live-streamed, or recorded historically for launch on-line.
This instance of a hearth chat options Google Canada’s head of Marketing Fab Dolan. As Dolan says within the video, the casual fireplace chat format is nice when you will have a number of matters you need to soar between whereas retaining issues below one umbrella.
Presentation or Keynote Speech Video
Recorded variations of dwell keynote speeches are extraordinarily in style on YouTube and shared extensively on Facebook and LinkedIn. They normally characteristic one speaker who delivers a ready speech, typically accompanied by a slideshow.
You can create your individual by recording shows at your subsequent dwell occasion or convention. Feel free to edit shorter variations for various platforms and even add titles, music, and slides after the very fact.
Author and former enterprise government, Seth Godin gave this TED Talk dwell in 2007. It’s referred to as “How to Get Your Ideas Spread” and the recorded video model has since unfold throughout the globe, gaining over 1.5 million views on YouTube alone. This is a first-rate instance of how on-line video can lengthen the lifetime of beneficial content material by introducing it to new audiences everywhere in the globe and into the longer term.
Panel Discussion Video
You can file and repurpose panel discussions (together with these inside webinars) in the identical approach you’ll keynote speeches. Since panel discussions have a tendency to be in-depth, ensure to edit the fabric right into a shorter, digestible format that can attraction to a top-of-funnel viewers. You can at all times level folks to the complete model of your recorded webinar to be taught extra.
This video is a clip from a full panel dialogue at Inspirefest 2019. The clip focuses on the subject of variety inside a bigger dialogue about the way forward for work. It options leaders with totally different backgrounds together with the Director of Engineering at HubSpot and the VP of Diversity, Equity, and Inclusion at Symantec.
After comedy, training is the second hottest podcasting style, making thought management an applicable theme for any enterprise podcast.
Just file a video model of your podcast from the get-go, separate the audio model later, and also you’ll have a thought management collection in two mediums.
On our video podcast, Creating Connections, we characteristic our favourite thought leaders within the B2B area and dig into their ideas on how to make human connections within the digital-heavy world of gross sales and advertising.
This episode options David Meerman-Scott, writer of the e-book Fanocracy, that explores the facility of fandom to make significant connections that transcend advertising campaigns.
Similar to a speaking head or podcast video, a vlog normally options one individual sharing their viewpoint. The key to an ideal vlog is a good host, somebody who can hop on digicam and communicate confidently, who by no means runs out of issues to say.
Vlogs vary from excessive manufacturing worth to scrappy webcam recordings. If you want to create internet new content material however are strapped for time, this is likely to be your best choice.
Hot Tip: Vidyard’s Chrome Extension makes it simple to file and share vlogs out of your webcam in only a few clicks. Download it at no cost to attempt it out.
As the top of a multi-million greenback enterprise with endorsements from Richard Branson and Oprah Winfrey, it’s clear Forleo is aware of what she’s speaking about when it comes to constructing your individual enterprise.
But moreover her know-how, she has a persona for public talking which fits a great distance on the street to turning into a thought chief. See her in motion on this episode of her vlog collection, Marie TV.
How to Make a Thought Leadership Video
1. Come Up with an Original Concept
Ultimately the subject material is what is going to attract your viewers. If you’re utilizing a speaking head, keynote, or vlog format, you’ll need to select a thesis and again it up with credible data, similar to writing an essay.
If you intend to repurpose materials from webinars or panel discussions, attempt to zero in on one subject that you simply really feel provides a brand new perspective that your viewers will probably be enthusiastic about.
2. Choose a Format
This will rely on how you intend to produce your thought management video and what you will have entry to. If you will have a dwell keynote arising, benefit from that. If your organization produces webinars frequently, take into consideration repurposing a preferred one. If you’ve received a hearth chat scheduled together with your CEO, then… you get the thought.
three. Hit Record and Make it Sound Good
What’s being stated is what actually issues, so make sure that to pay particular consideration to the standard of your audio recording. It’s additionally a good suggestion to add subtitles in post-production since many individuals scroll social media with their sound turned off.
four. Polish it Up with the Magic of Editing
No matter what format your video takes, you possibly can at all times add some polish and pizazz within the edit. Simple issues just like the speaker’s identify in a decrease third, musical cues, or an organization brand watermark can add quite a lot of professionalism to any video.
Best Practices for Thought Leadership Videos
The highest thought chief movies have a tendency to have a couple of issues in frequent. As you go on to create your individual, observe these greatest practices for the perfect outcomes.
- Find a novel angle that hasn’t been explored beforehand
- Be genuine by skipping a script, however do put together speaking factors to guarantee readability
- Don’t be a one-hit-wonder, thought management movies are greatest offered as a part of a collection
- Choose a speaker who’s each a topic knowledgeable and good on digicam—give your viewers a purpose to hold coming again for extra