Video Content Assumes a Lead Role in Thought Leadership, Says Updated Report

For immediate release                           Contact:    Ed Barks
Monday, November 13, 2017                                   (540) 955-0600


Video now plays a dominant role in the content marketing arena. So says the second edition of a research report from Barks Communications.

The report, “But Mom Told Me Never to Brag: Raising Your Reputation with Thought Leadership,” is authored by company President Ed Barks.

“With so much online content moving to video, it is time to recognize its importance alongside the other big three—speaking, writing, and research,” Barks said.

While thought leadership is nothing new, most people remain reluctant to boast about themselves. “‘But Mom Told Me Never to Brag’ is intended to help us overcome that little voice in the back of our heads that sounds an awful lot like Mom warning us not to sing our own praises,” he continued. “This report offers a guilt-free path for executives to boost their careers, causes, and companies.”

Barks acknowledges that “Video may not be the right solution for every piece of thought leadership content. And it may not be the right vehicle for every individual. Still, it merits a place in the discussion along with speaking, writing, and research.”

It is difficult to ascertain exactly how much online content is video and what that percentage will look like going forward. For instance, an article in the Tubular Insights blog from January of this year cites a Cisco Visual Networking Index study estimating that Internet video will account for 79 percent of all traffic by 2020. Ironically, a 2014 estimate by Cisco, as reported in Reuters, held that 84 percent of Internet traffic in the U.S. would be attributed to video by 2018.

“As usual, you can make the numbers sing and dance any way you want,” Barks said. “Suffice to say, video is in the forefront of online matter, and content producers would be remiss not to take heed.”

What is Barks’ advice for those dealing in video? Above all else, create a script or message before hitting the record button. Video production tools also matter, so decide whether you are capable of doing it yourself with a video camera or your mobile device, or if you need to hire a professional videographer. Audio quality is another key factor as viewers will bail quickly if audio quality is poor. Also, decide how best to distribute your video content; do you want to place it on your own site or create a channel on a service such as Vimeo or YouTube?

“But Mom Told Me Never to Brag: Raising Your Reputation with Thought Leadership” is available as a free download at

The new research report is the most recent in an ongoing series. Past reports include “The Lasting Effects of Media Training: Lifelong Learning or Temporary Phenomenon?” and “Can We Talk Off the Record? Resolving Disagreements, Increasing Understanding Between Reporters and Public Relations Practitioners.”

Ed Barks works with communications and government relations executives who counsel their C-suite leaders, and with businesses and associations that need their messaging to deliver bottom line results. They gain an enhanced reputation, bottom line results, more opportunities for career advancement, and achievement of long-term business goals. He is the author of The Truth About Public Speaking: The Three Keys to Great Presentations. As President of Barks Communications since 1997, he has taught more than 5000 business leaders, association executives, and other experts how to succeed when they deal with the media, deliver presentations, and advocate before policymakers.