The Corporate Cut: a spotlight on brand videos and what B2B video can learn from them.

Goalhanger feels like a brand that’s expanding in a really smart way. It started with football content, but has grown into a podcast empire (‘The Rest is …..’ series) spanning history, politics, espionage and more, without losing what made it work in the first place.

Their promos (see below) are amusing, witty and tightly edited, reflecting the personalities of the experts and the brand itself. They feel like a small sign of a brand growing in reach and confidence, even due to be partnering with Netflix for a daily TV show during the FIFA World Cup this summer.

Whatever they make, the formula stays the same: experts having a great time talking about the subjects they love (watch this discussion of Nelson). In that sense, all of these topics are “football” to the presenters and contributors. They know their stuff, they enjoy talking about it, and that makes them great to listen to.

That’s why the content feels authentic. Nothing is overworked or overly polished. The talent feel relaxed and believable, and the brand feels comfortable letting personality and a love of the subject matter do the work. Their podcast roots give everything a personal, genuine feel. They’ve shifted from audio to include video, but they still prize editorial over image.

Every organisation has people like this (or equivalents!) and finding the right way to bring out and showcase their expertise and personality should be a priority for B2B marketers wanting to produce expert-led content with appeal and integrity.

What do you think?

If you’d like to have a chat about using video to tell your company story, do send me an email and we can arrange a call.

Nick Coombes / Executive Producer