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How can you use video to establish thought leadership and authority in your industry?

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Video is one of the most powerful tools to showcase your expertise, credibility, and personality in your industry. It can help you attract, engage, and educate your target audience, while building trust and loyalty. But how can you use video to establish thought leadership and authority in your industry? Here are some tips to help you create and distribute effective video content that positions you as a leader in your field.

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Sebastian D. P. Hidalgo

Founder & CEO ?? I help companies under 500 employees get more results out of their sales & marketing by re-positioning…
Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social…

1 Define your niche

Before you start producing video content, you need to define your niche and your unique value proposition. What is the specific problem or challenge that you can solve for your audience? What is the gap or opportunity that you can address in your industry? What is the message or story that you want to share with your audience? By defining your niche, you can create video content that is relevant, useful, and distinctive for your ideal customers.

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Ana Xavier - Ana Luiza Collares Xavier

Consultora e Professora de Planejamento Estratégico de Comunica??o, Branding e Marketing / Profissional Digital 2023, de acordo com a ABRADI
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O vídeo é uma ferramenta poderosa para estabelecer lideran?a de pensamento e autoridade em seu setor. Ao criar conteúdo informativo e envolvente que demonstre sua expertise, você pode construir confian?a e credibilidade com seu público. Conte histórias que capturem a aten??o e transmitam suas mensagens de forma memorável. Mostre sua personalidade e valores para se conectar com seu público em um nível mais pessoal. Seja autêntico e transparente para construir confian?a. Seja consistente e promova seus vídeos para alcan?ar um público mais amplo. Ao seguir estas dicas, você pode usar o vídeo para se tornar um líder de pensamento e uma autoridade em seu setor, impulsionando o crescimento e o sucesso da sua empresa.

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Andreína Aguiar

| Brand Strategist | Consultora | Fundadora de Kiubic Creative Lab | Board Advisor | Gestión de Marcas, Comunicaciones, Marketing, Thought Leadership | Profesora | Conferencista | Metodología del Brandtelling ? |
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Utilizar el video para establecer liderazgo intelectual y autoridad en tu industria implica más que simplemente compartir contenido; se trata de comunicar tu experticia y valores de manera que resuene con tu audiencia. Al definir tu nicho y centrarte en desafíos específicos, posicionas tu contenido como una fuente indispensable de insights y soluciones. Crea vídeos que no solo informen, sino que también inspiren y eduquen, abordando oportunidades y brechas en tu sector con una voz auténtica y profesional. Este enfoque no solo te distingue dentro de tu industria, sino que también construye confianza y credibilidad, convirtiéndote en el referente al que acuden clientes y colegas por conocimiento y orientación.

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Brandon Lee Hoop

Independent content strategist, speaker and talent rep. in advertising and MarCom.
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Thought leadership videos can?attract?more?subscribers?than traditional marketing videos. Videos can be more memorable than written?content because they have?both visual and auditory elements?that?stimulate?the viewer's?senses. Using?emotion and personality to tell your story will?help?your message resonate. If?successful,?your?thought leadership?video?can?be?widely shared on social media.

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2 Choose your format

Demonstrating thought leadership and authority in your industry can be done through various video formats. Interviews are a great way to share insights, opinions, or testimonials from other experts, influencers, or customers. Hosting live or recorded webinars is another option to teach, explain, or demonstrate valuable topics or skills for your audience. Additionally, case studies can be used to showcase success stories, results, or impact with clients or projects. Q&A sessions are great for answering questions from your audience and addressing their pain points. Finally, stories can be used to illustrate personal or professional journeys, challenges, or achievements and connect with your audience on an emotional level.

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Dakshyani Das

Content Marketing Head | SEO | Teamwork can bring solutions to big problems.
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Today in 2024, trust is built with video content. People are on the internet throughout the day. The new product gets lost in between the efforts to rank in Google. There must be a few thought leaders of a brand who can strategically with good content make people aware of the business. Hence, today few influencers have become the face of the brand so they can speak about and create content around the product. A great strategy to increase the sales.

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Catherine Hilker, PMMC?

Senior Marketing Strategist & Tactician | Communications Leader
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When choosing the format, determine why your audience is watching the video, and what they’ll do with that information. Thought leadership content—in any format—needs to provide VALUE to its audience. It must help them in some capacity. For example, does the viewer want to be educated on a complex topic? Are they looking for tips and best practices? In hearing about industry trends? After watching the video, the viewer should feel like they’ve gained valuable and actionable information that can help them, and affirmed their reasons for engaging with your content in the first place.

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3 Create quality content

The quality of your video content is essential to solidify your thought leadership and authority in your industry. To ensure your video content is effective, it should have a clear purpose, goal, and structure. You should use simple and concise language, avoid jargon or technical terms, explain any concepts or acronyms that may be unfamiliar to your audience, and base it on facts, data, or evidence. Additionally, you should make sure your video content is engaging, entertaining, and memorable by incorporating storytelling techniques, such as anecdotes, metaphors, or humor, as well as visual elements. Furthermore, it should be consistent with your brand identity, voice, and values by using the same tone and style across all of your video content. Lastly, you should be consistent in the frequency and timing of releasing new video content.

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Sebastian D. P. Hidalgo

Founder & CEO ?? I help companies under 500 employees get more results out of their sales & marketing by re-positioning them in the market. ??? Podcast Host & Author
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Clarity over creativity. The basics of video, from what some of my clients in the industry tell me, are: Audio quality, video quality, and content quality. Once you get those dialled in, keep perfecting your approach. Write more and better scripts, check your retention chart on YouTube to find what people like, don't be long-winded and keep your content engaging. Video is great to build a bond with your audience, and it is something I myself will be getting into soon.

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4 Distribute your content

Creating quality video content is not enough to establish your thought leadership and authority in your industry. To reach your target audience, you need to distribute your content effectively. You can embed it on your website, optimize it for SEO with relevant keywords, titles, descriptions, and tags. You can also create a dedicated landing page or video library to encourage visitors to subscribe, share, or comment. On social media platforms such as Facebook, Instagram, LinkedIn, Twitter or YouTube, you can share your video content and optimize it for each platform using appropriate formats, sizes, captions, and hashtags. Engage with followers and invite them to like, comment or share your videos. Include your video content in email newsletters, campaigns or follow-ups and personalize it for subscribers using their names, preferences or interests. Catchy subject lines, thumbnails or calls to action can entice subscribers to open, watch or click on your videos. Leverage partners such as influencers, bloggers, podcasters or media outlets in your industry to create or promote your video content. Ask them to feature, mention or link to your video content on their platforms and reach their audiences. By using video to establish thought leadership and authority in your industry you can differentiate yourself from competitors and grow your audience and business.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social Media 'n' Stuff for B2B & Tech
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Webinars and interviews can be good ways to demonstrate that you've got real subject matter experts (SMEs) working for you, and not just AIs or content writers cranking out recycled advice. They're also a good way to get more value out of your relationships with influencers (which can be particularly useful if your brand doesn't have a lot of camera-friendly SMEs).

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Andreína Aguiar

| Brand Strategist | Consultora | Fundadora de Kiubic Creative Lab | Board Advisor | Gestión de Marcas, Comunicaciones, Marketing, Thought Leadership | Profesora | Conferencista | Metodología del Brandtelling ? |
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Mientras defines tu nicho y seleccionas el formato adecuado, es crucial pensar en cómo fomentarás una comunidad alrededor de tu marca. Esto significa no solo distribuir tu contenido, sino también construir un espacio para el diálogo y la participación activa. Anima a tu audiencia a compartir sus propias experiencias, ideas y preguntas relacionadas con los temas que tratas. Escucha activamente y utiliza el feedback de tu audiencia para mejorar la calidad de tu contenido y demostrar que valoras su participación.

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How can you use video to establish thought leadership and authority in your industry?

1

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5

1 Define your niche

2 Choose your format

3 Create quality content

4 Distribute your content

5 Here’s what else to consider

Brand Strategy

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How can you use video to establish thought leadership and authority in your industry?

1

2

3

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5

1 Define your niche

2 Choose your format

3 Create quality content

4 Distribute your content

5 Here’s what else to consider

Brand Strategy

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