How to make more business content and reach more people

Video is the heart of business content

Video is the highest leverage content type and it should be the heart of your content gameplan. Even if you have a huge marketing budget and the ability to hire or outsource for all types of marketing channels, video still gives you the most reach in terms of audience and platforms.

Here’s why.

From a single video you can get all of this:

  • Long form video
  • Short form video segments or clips
  • Transcripts to turn into blog posts and social posts
  • Audio for podcasts

You can take one 30-minute video and turn it into dozens of pieces of original content that you can use however you want. That's how leading search agency Siege Media does it for their clients and their own business.

You can share it all at once. Cover all your audience channels in one go or drip feed it out for weeks of content. All of this from one video.

Everyone consumes content differently

When you give your audience the chance to consume your content in the format of their choice, you’re making it easier for each person to stay engaged with you.

Video is a great intro to your products

Giving customers and potential buyers the chance to see your product in action is the fastest way I’ve found for people to understand what a product offers.

I prefer shorter, feature-focused videos that fit nicely with a product's documentation. If you have a feature list, make a video for each of those features. Keep it short and punchy so someone new can watch it and quickly understand what the feature does and so current users can use the video as a reference in case they haven’t used that feature in a while.

My goal for feature videos is to highlight the feature-to-function. What is the feature and how can your users get value from it?

Video is a great intro to you

I don’t have scientific proof of this, but I believe that speaking to the camera makes it easier for me to speak in public. For me it's about getting comfortable saying what I have to say.

Video lets people get to know you quickly and the more video you put out, the more likely it is that someone will recognize you at a networking event, conference, or even social thing.

If you want a quick way to get close to people, start making videos.

Making video simple

Don't spend thousands on video gear, stream decks, mics, software, etc. Don't. Start with your phone on a tripod and a decent mic.

Start using Loom. Use an online video editor. Don't complicate video production with too many tools. That will slow you down when you're getting started and what you need in the start is to push publish on more videos than you're comfortable with.

Everyone sees so much noise online that a few low quality videos will be forgotten. Focus on valuable content and the production quality will follow.

This post should be a video

It's not. Imagine what else I could do with this if it was.

If you sell a product, make a 30-second demo video. If you're applying for a job, record a video resume of you talking to the camera. Start getting comfortable with video and it'll pay off in the long run.

Peter Preston

Peter Preston

I'm a Saas marketing manager at ThinkTilt, makers of ProForma for Jira. I'm also the founder of Dear Video, a recovering podcast host, and learning how to grown a brand on YouTube.
Brisbane, QLD