Insight

What next for video content in the Channel?

It’s a momentous occasion for The Channel Drop-in this month – and a sign that the world is changing yet again – as we feature our first ever in-person guest. 

Purechannels CEO Glenn Robertson welcomes Oz Austwick, founder of Ethical Growth Marketing, to the office to not only discuss all things video content on The Channel Drop-in, but to help set up Purechannels’ own brand-new video studio. 

It comes as news to no-one that over the last couple of years there has been a remarkable change in how we all create and consume content, but also how we communicate in the workplace. Of course, The Channel Drop-in itself was born out of that shift. Video has quickly become a fixture of our everyday lives, often blurring the lines between the personal and the professional when it comes to live video calling.

The Channel in particular was forced to adapt, after thriving for decades on in-person events and face-to-face interaction. It’s tempting to say ‘overnight’, but the process of finding and accepting alternative modes of communication has taken longer and many Channel players are still getting to grips with adding value through video, even as we emerge from Covid-19 restrictions here in the UK.

The joy as well as the danger of video is the low barrier to entry. All you really need to get started is a smartphone, but that’s no guarantee of success. Your video will live or die by its actual content, which is where it makes sense to seek help from the professionals. It’s also important to remember, as Oz points out, that different platforms are used and consumed in different ways. People (read: buyers) will go to Google and YouTube to ask questions, with YouTube still the second biggest search engine in the world. 

As a boutique agency specialising in telling stories through video, Ethical Growth Marketing know all about delivering value and authenticity for businesses and their customers through this medium. Oz offers some excellent tips and advice on how to create engaging, valuable video content for your business and the benefits of doing so from a brand- and trust-building perspective.

Listen to the podcast or watch the recording to also find out where Oz predicts video is headed next, with his round-up of B2B video content trends for 2022. 

Watch The Channel Drop-in with Oz Austwick here (with a very special guest appearance by Toby the French bulldog) or listen by searching ‘The Channel Drop-in’ on your podcast platform. 

Producing award winning
work for our clients:

Best Channel Marketing / PR Agency

2022

Corporate Excellence Awards – Winner
Best Tech-Focussed Marketing Agency

Finny’s Killer Content Awards – Winner
Best Channel Marketing Campaign

CRN Sales and Marketing Award – Finalist
Best Channel Marketing Agency

2022 ..continued

B2B Marketing Awards – Finalist
Best Channel Marketing Initiative

B2B Marketing Benchmarking Report
6th of 15 names ‘Rising Stars’ Agencies

ACQ5 Awards- Winner
Best Channel Marketing Agency

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