Many enterprise leaders can now add a new title to their LinkedIn profiles: C-Suite creator. In addition to their core job functions, C-suite creators set the tone for company culture and thought leadership through compelling content and engaging communications.

With the rise of self-serve technologies, individuals across the business can now do everything from automating workflows to creating professional-grade video content — with little expertise required. Many C-level executives are taking advantage of these technological advances to become their own creators. The videos they create enable leaders to speak more directly and authentically with their customers and employees.

But just because business leaders have access to intuitive content creation tools doesn’t mean they’re maximizing them. So we sat down with C-suite creators from several fast-growing tech companies to find out how they create video content that resonates in Episode 2 of our Creator Economy for the Enterprise webinar series.

Lessons from a chief marketing officer

As the CMO of Simplr, a human-first, machine-enabled customer experience solution, Daniel Rodriguez is responsible for shaping the software company’s go-to-market, demand generation, account-based marketing, and content marketing strategies. His advice for creating winning C-suite video content includes:

Do’s

  1. Tell stories that connect emotionally. While difficult to measure, emotional connection has a massive impact on your business. In fact, emotion is the driving force behind most purchasing behavior. Logic and data are still crucial components, but without emotion, you’ll struggle to connect deeply with your audiences.
  2. Go bigger than you think is safe. Thought leaders don’t earn that title by putting out more of the same old, stale ideas. And in today’s cluttered digital world, you’ll need to push boundaries to cut through the noise and reach your audience.
  3. Be yourself. Authenticity is critical to successful video communications. As Amy Konary pointed out in her advice, assuming a fake identity for the sake of entertainment often falls flat.

Don’ts

  1. Expect big audience engagement on day one. Building momentum takes time. Likewise, until you’ve established yourself as a leader with consistent — frequency is key here — transformative ideas, audiences won’t trust you.
  2. Sound corporate. There’s a reason “human-centric” has remained a top buzzword over the past several years. Your customers don’t want to do business with a corporation — they want to do business with humans. So talk like a human.
  3. Sell your product. Remember: You’re a thought leader, not a walking advertisement. When the thoughts you have inspire others, they’re much more likely to check out your product as a result.

Looking for more do’s and don’ts of video content creation for the C-suite? Check out Part 1 and Part 2 of our blog series for even more expert tips. Or watch our webinar about the rise of the C-suite creator on demand now.