The Rise of Video Content and Thought Leadership in Global Marketing Spend

In the ever-evolving landscape of content marketing, two areas stand out as the primary focus for businesses worldwide: video content and written thought leadership. According to a 2024 report by Statista, these two categories dominate global marketing budgets, underscoring their importance in today’s digital age.

The Imperative of Content Marketing

“If content is king, marketing it has become imperative for brands everywhere,” Statista analysts noted. This statement encapsulates the essence of modern marketing strategies. As consumers become increasingly discerning, brands must not only create high-quality content but also effectively promote it to capture attention and drive engagement.

The Dominance of Video Content

Video content has surged in popularity, becoming a staple for brands aiming to connect with their audiences. The reasons for this trend are manifold:

Engagement: Videos are inherently more engaging than static content. They can convey complex messages quickly and effectively, making them ideal for capturing attention in a crowded digital space.

Versatility: From product demonstrations to customer testimonials, videos can be tailored to various marketing goals, enhancing their utility across different platforms.

SEO Benefits: Search engines favor video content, often ranking it higher in search results. This can lead to increased visibility and traffic for brands that leverage video effectively.

The Power of Thought Leadership

On the other hand, written thought leadership content is equally critical for establishing credibility and trust. Here’s why businesses invest heavily in this area:

Credibility and Trust: By sharing insights and expertise, brands position themselves as authorities in their fields. This fosters trust among consumers, who are more likely to engage with brands they perceive as knowledgeable.

Differentiation: In competitive markets, thought leadership helps brands stand out. By offering unique perspectives and valuable information, businesses can distinguish themselves from competitors.

Opportunities for Upselling: Thought leadership content naturally lends itself to promoting products and services. When consumers view a brand as a trusted source of information, they are more likely to consider its offerings.

Opportunities for Freelancers

The demand for quality thought leadership and video content presents lucrative opportunities for freelancers. Skilled professionals can capitalize on this trend by offering their writing and video production services to businesses looking to enhance their content marketing efforts. Here are seven ways to monetize your writing skills in 2025:

1. Offer Technical Writing Services

If you have a background in a specialized field, such as software development or engineering, consider offering technical writing services. This could include creating user manuals, product documentation, or instructional content.

2. Write for B2B SaaS Companies

Many B2B SaaS companies are on the lookout for writers who can create content around productivity, AI, and work tools. This niche offers ample opportunities for skilled writers to contribute valuable insights.

3. Create Online Courses

Leverage your expertise by creating and filming content for online courses. This could involve teaching others how to start a career in tech or engineering, providing a platform for passive income.

4. Freelance for Industry Publications

Seek freelance contracts with industry-leading publications in your field. This not only enhances your portfolio but also establishes your credibility as a thought leader.

5. Start a Paid Newsletter

Consider launching a paid newsletter on platforms like Substack. Target aspiring engineers or tech enthusiasts, offering valuable insights and resources in exchange for a subscription fee.

6. Monetize a LinkedIn Newsletter

Create a LinkedIn newsletter and monetize it by offering sponsored ad placements or engaging in affiliate marketing. This approach allows you to generate passive income while building a loyal audience.

7. Provide Ghostwriting Services

Offer ghostwriting services for white papers, LinkedIn content, and other materials for thought leaders and experts. This can be a lucrative avenue for writers looking to capitalize on their skills.

Getting Started Without Experience

You might think that a strong writing background or a degree in journalism is necessary to succeed as a freelance writer. However, that’s not the case. Here are three essential ingredients to land your first client:

1. Build a Portfolio

A portfolio is crucial for any freelancer. If you lack client work, consider starting a blog to showcase your writing. You can also offer discounted services to gain testimonials and create mock projects for your portfolio.

2. Choose Your Niche

Decide on a niche that aligns with your interests and expertise. Specializing in a specific industry will not only make your writing more enjoyable but also help you build trust with potential clients.

3. Start Pitching

Once you have a portfolio, begin pitching potential clients. Use platforms like Upwork and LinkedIn to find opportunities. Tailor your pitches to highlight your writing samples and demonstrate how you can meet the specific needs of each client.

Conclusion

The landscape of content marketing is ripe with opportunities for aspiring writers. By focusing on video content and thought leadership, businesses are investing in strategies that not only enhance their visibility but also build trust with their audiences. For freelancers, this presents a chance to monetize their skills and expertise in a rapidly growing market. Whether you’re a seasoned writer or just starting, the key is to identify your niche, build a portfolio, and begin pitching your services. The world of content marketing awaits—take the first step today!