Milan-based Francesco Pastoressa joins us to talk about his role as marketing manager for Italy, Greece and Turkey at WatchGuard Technologies, an ICT security vendor headquartered in Seattle, Washington. Francesco talks about utilizing short videos or vlogs in content marketing and explains how he’s successfully leveraged them in various campaigns.

In particular, Francesco discusses with Shaheen Samavati how he’s used vlogs in a LinkedIn campaign to address the topic of the dangers of being vulnerable to hackers when using an unreliable WiFi connection. He also shares insights on gathering user-generated content, and explains why it’s a great solution for brands seeking to generate engaging content at a low cost.

You can watch the full conversation in the video above or on YouTube, and listen to the podcast on Apple or Spotify.

Rapid-fire recs

  • Source of inspiration: Entrepreneurs. “As a marketing manager, you have to have this entrepreneurial mindset. Our profession is strongly connected to sales, and both departments are pursuing revenue, growth and volume—we’re not just ‘marketeers.’ So in the end, entrepreneurs are my source of inspiration.”
  • Useful book: Act Like a Leader, Think Like a Leader by Herminia Ibarra. “The book talks about acting as a leader, regardless of your current role. That is, going above and beyond your normal duties and leaving your comfort zone by connecting with people from other departments and outside the company, scouting new ideas and networking. In order to grow, you have to think, act and do as a leader would.”
  • App or tool: TikTok and Instagram Stories. “I think they’re the perfect media for a brand to create informal and genuine content. It’s a good way to show behind-the-scenes happenings that allows customers to feel closer to a company.”

The ABCs of marketing are never going to change. The channels may change, but the foundations won’t. So study them very carefully, while also staying up to date with the latest marketing news and trends. This is a recipe for success.

Connect with Francesco and Shaheen on LinkedIn.

This post was edited by Mary Kresge.

For more insights into using videos and vlogs in content marketing:

Make the most of video content – Amanda Lundin, global video and social media manager

Video content is the future – Adam Davis, Israel-based marketing content manager

To see the full transcript, click on page number 2 below.