Video versus podcast: Picking the right approach for your content and audience

We regularly have discussions with clients about ways to present their insights beyond the written word. Two of the more popular formats are videos and podcasts: the former has been a go-to for some time; the latter has raced up the charts with a bullet over the past few years, spurred by the spread of NPR-like storytelling, as well as the pandemic. Indeed, recent research found 66 percent of B2B marketers reported using preproduced video in the past 12 months (down two percentage points from the previous year), while 29 percent had created podcasts (up three points from the previous year).

While they are both worthy options to bring additional depth to your insights, each is suited to different kinds of storytelling. Understanding their strengths and limitations is critical to ensure that ideas are brought to light in the best possible way for the target audience.

Let’s take a look at each.

Videos

As we’ve discussed before on this blog, video can be a powerful vehicle for humanizing the person behind the insights. Particularly when you’re seeking to establish your senior leaders and experts as thought leaders to support brand building and business development or give a glimpse into an organization’s culture, video is the medium.

One current challenge: after 18 months of the pandemic, people have grown mighty tired watching a talking head on their screen. Thanks to video calls, it’s what many of us do for hours a day now. So, unless a senior leader oozes charisma and is an engaging presence, viewers are likely to tune out after 30 to 45 seconds. The bar has been raised quite high.

In my mind, one of the more compelling uses of video is to visualize complex ideas in ways that are accessible and intuitive. Explainer videos, whether motion graphics or stock footage, can cover a lot of ground. If a picture tells a thousand words, moving pictures can help you understand the applications of blockchain in the marine industry far faster than you can read it.

A caveat with video: I was talking with the head of a B2B strategy firm who said, “Everyone wants to make videos about thought leadership, but I don’t know any CEOs who get their information by watching videos.” While there are surely exceptions out there, it’s worth considering who your audience is and how they digest content before you decide to spend money on a video production.

What videos allow you to do:

• dig into complex issues in 90 to 120 seconds

• combine different storytelling elements

• humanize thought leaders

• get people thinking about an idea or provide an avenue into a topic that people may explore in more depth later

• connect to an audience on a more emotional level

Podcasts

The meteoric rise of podcasts reflects our thirst for great storytelling and the art of conversation. There’s something alluring and even intimate about listening to an engaging host tease anecdotes and nuance out of their guest.

The beauty of the podcast is that it allows for a deeper exploration of ideas, and a well-moderated conversation peels back the layers of an idea in a way that provides listeners with a 360-degree understanding of an issue.

Podcasts can be grouped into three categories: the unedited conversation, the curated podcast, and scripted storytelling. If you have two-and-a-half hours to kill, you can listen to Joe Rogan meander through digressions, non sequiturs, and conversational cul-de-sacs. (Who says you can’t be wildly successful without any real preparation?) The benefit of this approach is that it allows guests to share their insights in an intimate, authentic way. In the hands of a skilled host (think Terry Gross on Fresh Air), this format can be really effective.

But for my taste (and time), the curated podcast is a better fit: an edited recording with music and other elements woven in to give the conversation some shape and highlight the most interesting parts.

Scripted storytelling is used less frequently by companies seeking to reach a business audience, in part because it takes more thought and production time to craft engaging episodes. However, podcasts such as Business Wars have done well.

What podcasts allow you to do:

• explore trends and factors shaping a certain topic in depth

• offer detailed recommendations

• hear from multiple voices and give them a forum to interact

• reach the C-suite on the treadmill or their morning commute

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If you’re currently relying on the printed word alone to get your ideas into the marketplace, you’re missing a huge opportunity. Videos and podcasts can be vital in giving your audience another—engaging—way into your insights.

Senior adviser

Allan elevates thought leadership with a veteran editor’s perspective on distinctive content and a journalist’s eye for trends in world events. He began his career as a writer and editor covering business, economics, and the environment for the Tallahassee Democrat, the Miami Herald, The New York Times, and The International Herald Tribune in Paris. Allan went on to work at McKinsey & Company for more than 20 years in Europe, Asia, and North America, where he specialized in emerging markets and shaped global thought leadership as editor in chief and editorial board member of the McKinsey Quarterly. At LEFF, Allan works with colleagues and clients to launch new projects, and he uses his expertise to support the professional development of LEFF’s team of editors.

 

Director of LEFF Sustainability Group

Katie is passionate about the power of storytelling to motivate audiences to action, particularly related to environmental issues—the throughline of her multifaceted career. She has managed a water project for the World Bank, been one of the UK’s climate security negotiators at NATO, helped design green strategies for several governments as a McKinsey & Company consultant, and taught courses on writing for public policy at the Harvard Kennedy School. Based in Brussels, Katie currently develops sustainable content strategies; edits a wide range of climate content, including infographics and major reports; and oversees LEFF’s Into the Weeds interview series, which shares stories of the people and organizations combating climate change.

 

VP of marketing and business development

Chad has brought brand narratives to life for more than 15 years by developing powerful stories, inspiring stakeholders with unique marketing campaigns, and building communities of enthusiastic audiences. Chad honed his approach to content as a sales and marketing executive for Disney and ESPN Media Networks, where he used storytelling to increase revenue for mobile and linear-channel products. Since then, he has held several senior marketing roles across healthcare, education, and technology companies. Most recently, Chad was the vice president of corporate marketing at Telarus, where he developed comprehensive branding initiatives across multiple technology disciplines, including cloud, cybersecurity, and AI. Chad joined LEFF in 2024, and he’s excited to launch innovative marketing strategies that drive growth and deliver transformative results.

Senior adviser

Mary is a data visualization expert with a rare combination of talents. Trained as a fine artist, she also enjoys writing, advanced math, and learning new skills; she taught herself coding and UX, and she’s continued to build valuable proficiencies that keep her on the cutting edge of content. Prior to joining LEFF, Mary worked at McKinsey & Company, developing the precise, engaging charts that have become a hallmark of the firm’s widely read publications. Today, she collaborates with LEFF editors and clients to distill even the most complex ideas into compelling, intuitive data visualizations. By asking the right questions and determining the best formats, she ensures data visuals amplify key insights.

Senior adviser

Peter is an expert at developing clear, compelling stories about complex subjects—a skill that’s served him well as an award-winning journalist, editor, and book author. A former reporter for The Wall Street Journal and writer for Fortune magazine, Peter also spent seven years at the McKinsey Global Institute, where he stayed at the forefront of major trends in business and technology as a senior editor and editorial director. Peter has also written five nonfiction books, including a bestseller in France, where he currently resides. He brings his unique perspective as a collaborative, tactical thought partner to his work at LEFF by uniting stakeholders, upholding a high standard of quality, and ensuring content is well-structured and aligned with client needs.

People director

Tracy built her career in people operations by developing a wide range of skills; because of her many capabilities, she refers to herself as the “Swiss army knife of HR.” But Tracy’s work goes beyond typical human resources functions: She’s committed to elevating the complete employee experience. She draws on her work across industries—including roles at Rockwell Automation, Harley-Davidson, and the American Medical Association—to promote a workplace culture of openness and acceptance, and she’s guided by her empathic nature and willingness to embrace a challenge. In everything from implementing new processes for feedback and evaluation and supporting employees through times of great change, Tracy makes LEFF a special place to work by ensuring that everyone feels welcome, valued, and seen.

 

Design director

Christa was always drawn to art and design, and over time, she also discovered a passion for progress: She’s motivated by meeting goals, building teams, and refining the many small steps between concept and content. Christa built the foundation of her design career at an advertising agency before moving on to the marketing department of a healthcare university, where she oversaw print and digital projects as a graphic designer, senior creative and brand specialist, and creative services manager. Today, Christa is excited to explore the possibilities of LEFF’s ever-growing content offerings, lead a group of creative designers, and use her experience and strategic design thinking to deliver outstanding results for clients. 

 

Production director

Jen approaches copy with a clear philosophy: Edit in service of the reader. She began her career in journalism, where editing newspaper copy on the second shift meant meeting tight daily deadlines and making quick decisions. Roles as a senior editor, executive editor, and director of editorial production followed, and Jen used her good judgment and love for the written word to elevate copy for entertainment news and B2B publications. Whether navigating the intricacies of highly specialized style guides or constructing crosswords in her free time, Jen is at home in the possibilities of language. At LEFF, she leads the production department: a collaborative, adaptable team that maintains our—and Jen’s—deep commitment to quality and clarity.

 

Group account director

Joe values preparation, but an early career experience taught him to troubleshoot in unfamiliar situations. One of his first roles in marketing required him to travel suddenly to Toronto to help a multinational restaurant business build its presence in Canada. Two years later, Joe had worked through regional differences and complex logistics to help the client meet its goals, and he became a more active listener in the process. Whether successfully delivering game-changing outcomes in an agency setting or at a university, where he directed marketing operations across campuses, Joe remains focused on solving problems with well-informed decisions. At LEFF, he’s overseeing the processes that ensure everyone has what they need to do their best work and strengthening the connection between effective operations and exceptional client service.

VP, content marketing

Karianne has a unique history of engaging audiences and telling stories. After studying music, she found new ways to express herself in the world of branding. Her more than 20 years in marketing and strategy are a testament to her ability to bridge business and creative mindsets, and she has developed content to communicate the ethos of global brands such as GE, State Farm, Motorola, and Procter & Gamble. Prior to joining LEFF in 2024, Karianne was vice president of digital at Weber Shandwick, led workshops at General Assembly, founded her own business, became a certified well-being expert, and released an album. As the lead of LEFF’s content marketing team, she looks forward to helping clients discover new opportunities to make an impact with lively, thoughtful content.

SVP, content innovation

Luke has crafted a writing life by pursuing—and creating—fresh opportunities. As a newspaper journalist in his native Australia and then as a foreign correspondent, freelance writer, editor, and management consultant, Luke developed the keen editorial eye and strategic perspective that has led him to the forefront of thought leadership and B2B publishing. Luke has helped leading organizations share transformative insights through print media and emerging digital platforms. Before joining LEFF, he was an executive editor at McKinsey & Company, managing director of Deloitte Insights, and global editor in chief for EY. Always driven to match the medium to the message, Luke collaborates with LEFF’s content marketing, editorial, and design departments to showcase clients’ most important ideas.

Partner

Alia approaches content like a conversation: She listens to clients to learn about their goals and responds with strategies that resonate with their audiences. Alia is an expert at translating ideas into smart, compelling integrated campaigns, and her experience in the agency world honed her abilities as a versatile creative partner and insightful innovator for enterprise clients such as Toyota, Kaiser Permanente, and Allstate. She got her start in publishing after living and working in Ukraine, where she focused on HIV/AIDS education and grant writing. At LEFF, she has assembled a team of multifaceted creatives who tell clients’ exciting, meaningful stories across channels and formats.

Founder and President

Scott started LEFF in 2010 with the drive to make something new, and he’s committed to leading a creative team that says “yes” to a challenge. Scott’s early experiences playing music and managing a band gave him a chance to harness the power of promotion, cultivate strong professional relationships, and address problems with original solutions. As a managing editor of the McKinsey Quarterly and director of publications for Chicago 2016, the city’s Olympic bid organization, he continued to make bold decisions and explore ways to create distinct, powerful content. Now, Scott is helping clients achieve their goals with content that meets today’s complex business needs and strategies that position them for future success.