How do you turn internal expertise into external influence?
In every business, there are people with deep expertise. People who see what's coming next and shape how things evolve. But too often, those voices stay hidden, buried in slide decks, lost in webinars, or drowned out in a sea of generic corporate content.
The challenge isn't finding expertise. It's amplifying it. Turning it into something people want to watch, engage with, and share.
That's exactly what happened with the Qlik Trends series: an annual look ahead at the future of data and analytics, fronted by a Qlik expert, Dan Sommer. What started as a simple internal presentation is now a flagship piece of thought leadership, blending broadcast-quality storytelling with editorial strategy, and delivering real business impact.
How did this happen? The mindset shifted from marketing to programme making.
"Expertise only matters if people hear it. Influence comes from amplification."
From internal talk to industry platform
The original concept was well founded. Qlik's Global Market Intelligence Lead offering his view on the year ahead. But the early format with one speaker, one camera, 45 minutes of slides got lost in the noise.
The content was strong. The voice was credible. But it needed a better stage.
What if this wasn't just another corporate presentation, but something closer to a broadcast? A TV-style programme with structure, pace, visual storytelling, and guest perspectives?
Over time, the ambition evolved into a high-end studio production with custom graphics, guest contributors, filmed in multiple locations. Each edition evolves the format, raising the bar year on year.
"When you treat insight like programming and not promotion you create something people actually want to watch."
Why production value matters to ROI
None of this happened by accident. It took careful planning to get the message right, coordinating multiple shoot days, working with expert contributors, and delivering complex post-production with overlays and virtual 3D studios. It all took time and investment.
In B2B, budgets are always under scrutiny but when it comes to flagship content, cutting corners often means cutting impact. Lower-cost content typically lacks the quality, strategy, and emotion needed to move the needle. The result is less engagement, fewer leads, and weaker ROI.
TV-quality content, paired with sharp messaging and smart execution, drives stronger outcomes. It doesn't just look better. It earns attention, reflects brand value, and turns interest into action.
Conceiving and running a production like this requires expertise that lies outside of a typical marketing team. It requires a trusted production partner to bring the creative direction, technical capability, and editorial judgement to make the big ideas real.
"The true cost of content isn't what you pay to make it. It's what you lose when it doesn't land."
Making it human, not just technical
There's a reason this format works so well. People want to learn from experts, but they connect with people. The Trends series put a credible, consistent face to Qlik's perspective on the future.
That human connection builds trust. And it's trust that turns passive viewers into loyal followers. When Dan presented at Qlik's global conference this year, the room was packed, with crowds spilling into overflow areas.
This wasn't just another product update. It had become a moment. A signal of what's to come.
"There are Dans in every organisation. But most never get the platform they need."
Thought leadership that earns its place
The real power of the Trends series isn't just how it looks, it's how it works. The content is built on a clear editorial strategy:
- Turning industry trends into audience relevance
- Structuring content in digestible, high-retention segments
- Featuring diverse expert perspectives
- Using graphics to clarify not complicate complex ideas
It's not product marketing. It's thought leadership. And that's what earns attention and builds trust.
"Leading with insight, not sales, builds trust that lasts far beyond the campaign."
What makes it so effective is what it doesn't say
The series never pitches Qlik products. It focuses entirely on what's happening across the data and analytics industry, emerging ideas, shifting mindsets and new technologies.
But that's exactly what makes it powerful.
Because when a company speaks credibly, clearly, and insightfully about its domain, it sends a signal. You don't need a product pitch to believe Qlik is ahead of the curve. The content proves it.
The result is a programme that builds authority, drives leads, and supports sales without ever feeling like a sales tool. That's the power of implicit influence.
"When content is useful, consistent, and well-executed, it becomes influence."
From one-off event to always-on asset
Originally launched to align with Qlik's January campaign push, the Trends programme now delivers value all year.
Clips are shared across the calendar. Full episodes live on Qlik's site. Teasers run across social channels. And this year, a second series, Qlik Trends: Customer Stories, brought in real-world context through interviews with clients, hosted by the same expert voice.
It works because the content ecosystem was built to scale. And what began as a one-time event is now a year-round engine of engagement.
"Great content shouldn't just make a splash. It should keep making waves."
So what's the lesson?
The Qlik Trends series is a powerful example for any brand:
- Your experts already have the insight
- Your audience already wants the content
- The gap is how you deliver it
When you bring storytelling, structure, and production value together, you elevate the message and the messenger. You build a platform, not just a video. And you help turn internal knowledge into external influence.
"In a crowded market, the best ideas don't always win. The best storytelling does."
