#240: Video Strategy | In this episode, Danielle sits down with Connor Lewis, founder of Studio Lewis, to talk all things B2B video - what works, what doesn’t, and how to actually get started. Connor spent years building in-house video from the ground up before going solo. Now, he works with B2B brands on high-performing video ads and he’s here to break down what he’s learned.
Danielle and Connor cover:
- Why production value doesn’t matter as much as you think
- How to turn existing blog posts and webinars into watchable video
- What’s working on LinkedIn video in 2025
- How to get started with video without hiring an agency or a full-time team
- Simple formats that make video approachable
Timestamps
- (00:00) - – Intro to Connor
- (04:48) - – Learning video by doing: from intern to strategist
- (06:48) - – What’s working in B2B video on LinkedIn in 2025
- (08:15) - – Three types of videos that perform best
- (09:36) - – Why video ads aren’t the best place to start
- (10:29) - – How to turn top blog posts into YouTube videos that rank
- (12:22) - – Using video to refresh blog content and boost SEO
- (13:02) - – How to use video effectively for virtual and in-person events
- (13:56) - – Repurposing Q&A sections from webinars into high-performing short clips
- (15:51) - – Creating shorts from top audience questions
- (17:04) - – The only parts of video that really matter
- (17:51) - – Why “how I” beats “how to” every time
- (20:10) - – The “reverse Rambo” hook format and how to use it
- (22:09) - – How setting and authenticity improve engagement
- (23:38) - – Why stiff, overproduced videos are killing your reach
- (26:16) - – How to get started with video if you don’t have a team or budget
- (28:22) - – Why marketers need to get comfortable on camera
- (28:44) - – Podcasts as a powerful entry point into video
- (29:41) - – How to test video with a simple 4-part limited series
- (31:17) - – Low-budget options that still convert
- (31:45) - – Why product marketers often make the best video collaborators
- (32:29) - – Final advice: don’t wait until it’s perfect, just start!
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The Exit Five CMO Podcast (Hosted by Dave Gerhardt)