Ep. 69 - Why you must think differently to scale B2B video content with Michael Hoffman, CEO of Gather Voices

Why can a person with an iPhone in their bedroom with no budget create videos that get millions of views, while B2B companies that hire professionals can’t seem to get a fraction of that engagement?

That’s the problem Michael Hoffman set out to solve with his company Gather Voices.

Traditional agency production processes are expensive, slow, and don't scale well, which hinders B2B companies from creating video content for various channels like social media and websites.

When you look at consumer videos, it’s the funny, interesting, and fantastic stories that go viral—and it has little to do with the production value.

Hoffman proposes that B2B companies think differently about their brand and how they produce more “authentic” video content and find what resonates. 

Key Takeaways from this episode:

• To scale video production efficiently, companies should prioritize capturing genuine stories from customers, employees, and partners, avoiding overproduction, and focusing on delivering authentic content that resonates with their audience.
• How to tap into user-generated content by actively encouraging users to share their experiences through video.
• Hoffman’s perspective on when, how, and why to take investment and the importance of finding investors who share your vision.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

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