Yesterday we looked at thought leadership through the eyes of a business white paper. However, since there are a billion of them published every day, you’re going to need to expand your own thoughts on this one. What I’m about to reveal will take you very little in the way of a financial investment, but it will be major in terms of time. So if thought leadership can’t move up on your priority list, then stop reading now and come back tomorrow.
Video Killed The White Paper Star
comScore says we viewed nearly 5 BILLION videos online in January, 2011. Can’t fight ‘em, so join ‘em. Buy an affordable Flip camera and download some free/cheap video-editing software. Or hire two kids on a per-job basis from the local liberal arts college (rumor has it there are still a few film students out there).
Tales From The Script
Don’t just read the white paper into the camera. Create an outline of what you want the viewer to get out of the experience in…drumroll…three minutes. That’s all you get in the online video world. You are not going to keep anyone’s attention for longer than that
Unless your CEO is a Steve Jobs-type visionary, keep them off camera. CEOs come across as blowhards (history will show, for example, that the “visionary” Jack Welch was nothing but a bully). As we implied in yesterday’s post, your company representative has to be someone from the guts of the organization who knows what he or she is talking about – who can gain credibility from the target audience.
Roger Daltrey was way ahead of himself – everybody has indeed gone mobile. When shooting your three-minute thought leadership videos, have the speaker move around the room. Or demonstrate whatever it is he or she is talking about – a little bit of show and tell. Or get outside, walk down the street, the park, anywhere that can maintain the viewers’ interest.
Location Location Location
While it is nice to think the world will line up at your website to see your video, the data says no. You need to post it on your LinkedIn page, create a YouTube channel, put it on the Sales force laptops, flash drives, etc. Let’s call it the busman’s version of going viral.
Keep your wits about you. This will seem like an extraordinary amount of effort to get off the ground – the preparation, the support crew, the time, the curation. And the small number of video views, initially, will seem like it wasn’t worth the bother.
Stick with it. Thought leadership is a definite “no pain, no gain” situation.