Two minutes on whatever has my attention
One of the most common ways I post on LinkedIn is a short video, about two minutes long. I pick whatever topic is sparking my interest, say a couple of things about it, and post it.
The trouble is that LinkedIn posts come and go. The feed isn't really a repository. People could scroll back through what you've posted, but almost nobody does.
An archive, not a channel strategy
So every time I post one of those videos on LinkedIn, I also put the same video on my YouTube channel. I don't promote the channel. It has about 50 followers, and I'm not trying to blow that up. It's simply a good place to keep everything.
Over the years that has added up. I now have more than 200 of these short videos, each one about something I care about and what I think of it.
What a prospect can learn in half an hour
Now, when I talk with a prospective client about fractional work, that archive does a lot of quiet work. We can discuss their issues on the call, and I can tell them what I think. But if they spend half an hour clicking around my channel, they get a real feel for what I know, what I care about, what I'm passionate about, and even a little of my personality.
Buyers give that kind of content real weight. In the 2024 Edelman and LinkedIn B2B Thought Leadership Impact Report, a survey of 3,484 management professionals, 73 percent of decision makers said an organization's thought leadership is a more trustworthy basis for judging its capabilities than its marketing materials and product sheets. And 54 percent said organizations that consistently publish it had prompted them to research what those organizations offer.
My videos aren't polished white papers. They're a record of how I think, built up over years, and a prospect can check it on their own time. That's what a resume is supposed to do.
Keep what you make
If you post videos anywhere, put them on a YouTube channel too. More broadly, keep the content you create organized in a place you control. You never know how you might use it down the road.
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