Episode
280
How to Win Mindshare Through Video-First Content Marketing with Special Expert Guest Kelly Cheng.
Capturing attention is only half the battle. The real win? Earning a spot in your audience’s short-term memory—better known as mindshare. Kelly Cheng, VP of Marketing at Goldcast and former Wistia leader, unpacks how brands can leverage video-first content marketing to rise above the noise and stay top-of-mind with their audiences.
Kelly describes mindshare as “bringing your brand to the forefront of everyone’s brains.” In the B2B world, where buyer committees are growing and sales cycles are longer, mindshare is the strategic edge that helps brands make the shortlist before a buyer signals intent.
“Good marketing starts with mindshare, not with intent,” Kelly emphasizes. “Only 5% of your market is in the buying cycle. That leaves 95% up for grabs.”
Intent data is reactive. Mindshare is proactive. If your brand is already in the buyer’s mental shortlist, you’ve significantly increased your chances of being selected—before the sales call even happens.
According to Kelly, “video is the most effective medium to win mindshare.” Why? Because it combines authenticity, emotion, and retention like no other format:
Kelly breaks it down: “If you start with authentic, thought leadership-driven video, you can atomize that into many forms of content that align with how people want to consume information.”
One of the biggest hesitations marketers have around video is cost and complexity. Kelly’s advice? Embrace new tools and think scrappy.
“You don’t need a $50,000 budget,” says Kelly. “You need a good story, a video source, and the right tools to scale.”
Quantifying brand lift isn’t always straightforward. But there are signals that indicate growing mindshare:
Kelly acknowledges, “We haven’t solved mindshare measurement yet. But if your content shows up consistently and resonates, the impact becomes visible across channels.”
Kelly Cheng is the Chief Marketing Officer at Goldcast, a leading video and AI content platform, where she drives brand strategy and innovative marketing initiatives. With extensive experience in video marketing and SaaS, she previously held a senior marketing role at Wistia, focusing on video hosting and content marketing for marketers. Kelly is passionate about authentic content, mindshare marketing, and leveraging AI to amplify brand messages effectively. Known for her insightful perspectives on the evolving digital marketing landscape, she emphasizes the importance of video as a critical medium for engaging audiences and winning market share.
(Transcript is AI generated, we apologize for any errors)
Kelly (00:02)
when we're talking about mindshare marketing, it's essentially brand marketing, really bringing brand back, really bringing your brand in the forefront of everyone's brains. You're as memorable as your last piece of content that someone saw.
Benjamin Ard (00:30)
Welcome back to another episode of Content Amplified. Today I'm joined by Kelly. Kelly, welcome to the show.
Kelly (00:35)
Lovely to be here.
Benjamin Ard (00:36)
Yeah, Kelly, I'm really excited for the episode. I can already tell that we're going to have a great conversation, have a lot of fun. But before we dive in, let's get to know you, your background, work history, share a little bit about yourself.
Kelly (00:49)
So my name is Kelly Chang. am the VP of marketing at Goldcast, a video AI content platform. And previously I was at Wistia, a video hosting platform. So I have a lot of experience with video and marketing to marketers and excited to talk a little bit more about content today.
Benjamin Ard (01:05)
I love it. And this is a no way, shape or form sponsored by Goldcast. However, having worked at companies that use it, it's pretty solid. So if you're looking for a good video platform, definitely check it out. Highly recommended. But to Kelly, we always like to ask our guests as well, right at the beginning, what do you love about content and marketing?
Kelly (01:23)
What I love about content, that's a tough question to answer because I think there's just there's so much of it. I think what I personally love about content is that when content is authentic and it is just made well, it's extremely powerful. It can really move people and it can move dollar signs, which is what I'm very passionate about, you know, working in the role that I'm in. And what I love about marketing is that it's always
Last year, the year before, it's never the being a person that is always looking to learn, looking to grow, think marketing is the perfect landscape for me because there's just always something else to look forward to and learn from. And especially with now with AI, I think the whole landscape has shifted and we all have to kind of really, really focus and be aware of all the changes so you don't get left behind.
Benjamin Ard (01:57)
I love it.
Yeah, for sure. so today's subject where I'm really excited about this, there's a lot to learn. How to win mind share through video first content marketing. So breaking down that statement at the very beginning, there's that word mind share. Kelly, when you hear that word mind share and bring that word up, what do you mean? What does mind share actually mean to you and how should the audience think about that?
Kelly (02:29)
marketing is a relatively newer concept. thinking about the products and the impact that we're looking to build at Goldcast, I'm lucky to be able to influence a lot with our product team and on our product roadmap and innovation. And what I've noticed over the last couple of years, especially since COVID,
is that the B2B buying journey has evolved significantly. What I've noticed and a lot of statistics from Forrester also back this up is that our buyers now, the buying committee are getting larger and larger. The buyers also do a lot of their own research before even talking to sales teams or brands. And I think mind shares the concept where intent signals are important, but if you start with the intent signals, you're still not going to win. Because if I'm thinking about it,
say I'm in market to buy a chat bot or some kind of chat experience in my website. I already have three brands in mind and I know that there's probably hundreds of other vendors out there that probably serve exactly the same purpose. But those three brands already have my mind share. we know that actually vendor considerations that are getting smaller and smaller. People don't have time to go through considering 10 or 20 different vendors. They're considering three to five.
And knowing that the vendor selection is getting larger and people are considering the shortlist is getting smaller and smaller, that winning mind share is that much more important. good marketing starts with mind share, not with intent. And so it's not to say that intent data is not important. But if you're ignoring that mind share, only 5 % of your market is probably in market to buy at this current moment. And that 95 % is up for grabs to win your mind share. And so that is, think, what I'm really, really passionate about.
a seeing a lot of really slimy tactics out there. Like, I don't know if you're on LinkedIn ever, but if you scroll, probably every other ad I see is that someone's bribing me $100 for a demo. And that just doesn't work because they don't have my mind set. I don't know them. I don't care about them. If I do take the demos for the $100, it's not to learn whatever they have to offer. So I'm excited to talk more about it.
Benjamin Ard (04:29)
Love it. So when it comes to video in this equation, how does video impact mind share? Like what do we do there? Why should we consider that? How does that really make a difference compared to other forms of content?
Kelly (04:41)
Yeah, so I truly believe that video is the most effective medium to win mind share, or at least the most effective way to start, because I talked about content, really high quality content being super powerful. And let's be honest, there's a lot of shitty content out there, a lot of AI generated content that's very generic that really doesn't move the needle. But I believe that when you have video first, authentic thought leadership conversations, real conversations, real people,
having that source content, you can amplify that through different types of content repurposing. You can turn a webinar, a workshop, a thought leader fire side chat into blog posts, nurture emails, many, many different mediums and really amplify it through that way. I also having been at two different companies that focus on video, I know that video is the way that people prefer to consume content, to consume information.
how people lost their minds when tick-tock was gonna go away You know, that's it's Netflix people like to binge things is also data that supports video has 95 % of your you know message retention versus just how our brains are wired is to really receive video so
Because of that, I think video is really a strong place for marketers to start and really invest in it. Also, video is hard. It's really hard to start having a concept and creating video from scratch. But if you have a podcast or a webinar, you already have that content there and that really, really authentic way of delivering that really speaks to your target audience or whoever's watching.
Benjamin Ard (06:08)
I love that. And I liked one of your earlier points that you were talking about. The fact that you can repurpose video content so easily is really, really powerful. I'm a big fan of AI.
However, I will always say that AI without giving an authentic original thought source isn't that helpful. So this idea of can I go into a system, record my thoughts, have good conversations, genuine viewpoints based off of real world experience, and then use tools like AI to figure out how to write the blog post and the social media post and all of those things. That is where the power comes in.
originated from chat GPT on original thought. It's really difficult to get value out of those tools. So I love that point because it makes a lot of sense. And to me, I've seen it firsthand. Like content written straight up from GPT is not good. It is not winning mind share in any way, shape or form. But talking to experts is and then chat GPT can help you get that message out. So I love that.
Kelly (07:02)
No.
Absolutely. And I repurposing video, people have been doing that for been sort of that content marketers have had for a very long time. The difference is that content marketers have had to do all that repurposing so manually for so many years. And it just takes a long time to get one piece of content out there that's being repurposed. And now with AI, you can really just take a video.
Say it's just a customer interview. You can turn that into a customer case study and package it up in different ways for sales enablement for your website. It's just so easy now. You can just do it in a day's time. that gets me really excited because it's also a vision of how we're looking to build Goldcast into a fully fledged AI video content platform.
Benjamin Ard (07:50)
I love that, that's awesome. Well, you used one word earlier on, scale. Video, like you said, is hard. How do you start to scale your video efforts? Because I think a lot of people are intimidated or they know, okay, cool, once a year we're gonna go do a $50,000 project and shoot a video and that's kind of the budget for the year with that. How can you scale with video?
Kelly (08:12)
That's a great question. think marketers have always been afraid of video because video, like I said before, is difficult. It's a very difficult thing to learn. It's technical. You need experts. A big budget that's expensive. And in today's market, budgets are still getting slashed. Marketers don't have their resources to do that. And so I think my tip for marketers is to take it under your own hands. There are tools out there that make video a lot.
easier to manage. think AI has really helped democratize video production. And if you are able to break up the different video creation process, pre-production, production, post-production, there's many different AI tools that can help you do it yourself. think, the big difference in being able to content. As in before, you would have to have a video agency, a video producer, a video editor, freelancers.
taking a big bunch of your budget. And the problem with that is you create the video, you don't get it back for weeks and weeks and weeks, maybe even months at a time. And so now when I say scale, there's tools like that out there. As long as you have a solid video source, you can cut it up into many different things. I've been seeing a lot more of this like TikTok style vertical kind of video, like recording a podcast, just take that. You can turn that into seven pieces of video content.
It's a really, really thinking through when you're thinking on your content strategy, start thinking about distribution. Where do you want this content to live? And that's really how I would start my video creation process these days.
Benjamin Ard (09:40)
I love it. That's awesome. That makes a lot of sense. So, okay. I know I need to get Mindshare and I know that video is a great way of doing that now. I'm bought in. One of the hardest things for marketers is measurement. And when it comes to Mindshare, it's really difficult to measure that.
How do I know my efforts are actually making an impact on the 95 % of people where I'm just trying to win the mind share, get on their top three list so that when they have a need, they come to me? How do you justify the time? How do you measure the impact? Know if you're even doing a good job of it? How do you look at that?
Kelly (10:21)
That's a really good question and that's something that I'll be honest, I have not solved because I think
when we're talking about mindshare marketing, it's essentially brand marketing, really bringing brand back, really bringing your brand in the forefront of everyone's brains. You're as memorable as your last piece of content that someone saw.
so needing to be everywhere all at once is a very overwhelming thing for a marketer to have to accept and actually do. when I'm thinking about
Mindshare and brand the traditional ways of measurement, know, you can do brand studies to see if there's brand lift within your target accounts That's something you could do But the way I would look at it is really based off of the the medium and the channel website traffic If people are coming to my website if they're engaging if they're if they're coming to you know, my social media Comments and all that I think it all comes together that takes a lot of work and I think that's sort of the next piece that you know
marketing technology companies have to band together to figure out because it's very siloed right now. There's Google Analytics that really only show your website information, but that's not at the end all be all. It really needs to come all together. so great question. think that's something that marketing technology companies have a big, big problem to solve here.
Benjamin Ard (11:31)
Yeah, I love that. One final question, because we're running out of time, and this one's going to be kind of a big curveball, so I apologize in advance. And I think it'll be a fun answer, and I think you'll have a really good answer. One of the biggest movements that we're seeing right now is this zero-click content movement.
the idea that social media platforms do not want to send their traffic elsewhere and even search engines. Google wants to answer your question and they want you to put in the next search instead of leaving and not seeing their ads. Same with LinkedIn and any other platform. How does video potentially up our game when it comes to zero click content? Because...
I feel like a lot of these platforms are just starting to adopt video. mean, obviously the TikToks and things like that of the world that are video first have been doing that, but how is video making more of an impact when it comes to like social media content, zero click content? What are your thoughts in general there?
Kelly (12:24)
Yeah, I think, you know, a very good question. I've been following the term zero click content for a while now and really trying to figure out how, you know, me as a marketer can get into that space. If you're on LinkedIn over the last couple of months, maybe the last year, you may have gotten that video tab on your phone. So LinkedIn is all in on video. I'm getting a ton of advertisements on, know, upping your video strategy on LinkedIn.
And I think that goes along with the zero click content where platforms really, really want people, brands, thought leaders to really share their content on the platforms and not elsewhere and keep them in those spaces. And I think brands will have to adapt to that. They will have to create more content, video content in order to meet their audience where they're at, because these platforms are channels where we're all engaging. And if there is, you know,
no opportunity to click out. The algorithm will not boost my post if there is a link on it. I have to play the game. so I think marketers need to take note in these trends. It's honestly a little scary. I think Google made some kind of algorithm change where Reddit got a ton of SEO benefits. And so we're kind of at the hands of these giant players where we kind of have to take note and really, really be adaptable and follow along. And that kind of goes along with why I love marketing.
Benjamin Ard (13:30)
Yeah.
Kelly (13:40)
something's always changing. They're keeping us on our toes. And I think video is kind of the star right now. If you're not bought in on video, you're going to get left behind.
Benjamin Ard (13:48)
I love that and I think that's a great quote to end on. Kelly, thank you for the insights. I love this real concept of winning mind share and that video is a medium that you should utilize to do so. I think that that's really powerful and I think it will benefit businesses in more ways than one. Kelly, if anyone wants to reach out and connect with you online, how and where can they find you?
Kelly (14:11)
can find me on LinkedIn. think it's linkedin.in.kellyhcheng.
Benjamin Ard (14:16)
love it. And for anyone listening, we will link to Kelly's profile in the show notes. Kelly, thank you so much for all of the insights and all the time today. This was wonderful. I really appreciate it.
Kelly (14:27)
Thanks so much for having me, this was great.
