Welcome back to Branded: your go-to source for insights into creative branding.
In today's episode, we're talking about creating and leveraging video content for the B2B space with Chris Weiher, the owner of Cleaver Creative. With a rich background in film and video production, Chris offers a wealth of knowledge on making impactful B2B content, engaging audiences, and building personal brands.
Chris shares his expertise on understanding client needs, using video content to educate and build trust over time, and the nuances of making content that truly resonates with your audience. We also engage in light-hearted banter about incorporating unique personal interests into your branding strategy, and we share a few laughs about our own creative endeavors.
Join us as we uncover the strategies behind successful video content that not only captures attention but also nurtures long-term relationships in the B2B sector.
Key Takeaways:
Client Engagement Strategy: Chris emphasizes the importance of understanding client needs and maintaining engagement using B-roll in the beginning of podcasts and captivating introductions for otherwise dry B2B content. Knowing what keeps your audience hooked can significantly enhance engagement.
Content Authenticity: Authenticity is key to attracting a like-minded audience. Chris advocates that if content creators truly care about their subject, it will naturally draw an audience that resonates with the message, even if it doesn't garner massive views initially.
Experimentation and Evolution: Larry discusses the evolution of his content strategy, highlighting the necessity of adapting content styles and experimenting with new formats to keep audiences engaged. Providing value consistently can significantly increase engagement.
Personal Branding Through Unique Interests: Chris and Larry talk about how integrating personal interests into professional content can set your brand apart. Despite initial embarrassment, showcasing genuine, unique interests can build deeper connections with your audience.
Content Strategy for B2B Video: Emphasizing "know, like, and trust" principles, Chris outlines the importance of using video content on platforms like LinkedIn to educate and foster trust over time. He advises businesses to start raw and gradually increase production quality, making sure content quality aligns with its production value.
Don't forget to subscribe for more expert insights on creative branding.
For more on Chris Weiher and his work, you can check out Cleaver Creative on LinkedIn or visit cleavercreates.com. We'll see you next time on Branded.
Timestamps
00:00 B2B sales cycle requires more touchpoints: longer.
04:12 Focus on authenticity and trust for video education.
06:45 Companies increasingly involve employees in content creation.
11:47 Engage LinkedIn users with meaningful conversation, trust.
14:24 Bigger organizations require consistent and evolving branding.
17:47 Understand your audience; create aligned content.
19:32 Create engaging content true to your style.
23:36 Just start; phone is all you need.
26:12 Post consistently on LinkedIn; success follows visibility.
30:54 Started making digital videos; led to jobs.
33:36 Connect on LinkedIn: Chris Weiher, Cleaver Creates.