# Experts Are All Around You

By Geoff Short · Published 2025-02-07 · Updated 2026-06-08 · Healthcare on MarketScale
Canonical: https://www.marketscale.com/industries/healthcare/experts-are-all-around-you
Creator hub: UGC for B2B

> Companies are discovering untapped thought leadership by turning their own employees into compelling video storytellers

## Key points

- UGC can transform traditional content formats into engaging media.
- Internal company expertise is often an untapped resource for content creation.
- Departments beyond marketing can offer valuable insights for authentic content.

Block Field

In the latest episode of “UGC for B2B: Experts are All Around You,” hosts [Geoffrey Short](https://www.linkedin.com/in/shortgeoffrey/) and [Gordie Tamayo](https://www.linkedin.com/in/gordietamayo/) delve into the evolving landscape of user-generated content (UGC) in the B2B sector. The episode, aired on February 6, 2025, focuses on the shift from traditional content formats like PDFs and blogs to dynamic videos that showcase the thought leadership within a company.

**Gordie** shares insights from a recent project with **Maestro PMS**, a player in the hospitality industry, where they produced a video to leverage internal expertise that was previously underutilized. This approach underscores the importance of tapping into a company’s own reservoir of knowledge to create content that is both authentic and engaging.

> This approach underscores the importance of tapping into a company’s own reservoir of knowledge to create content that is both authentic and engaging.

The conversation also explores the broader implications of UGC, emphasizing that companies must look beyond their marketing teams to find content creators. They discuss how departments like HR, sales, and IT can provide valuable insights that resonate more authentically with audiences.

**Geoffrey** and **Gordie** advise companies to start with low-stakes, episodic content like FAQ series, which can establish a routine and ease the content creation process. They also highlight the importance of embracing modern tools and platforms to make content creation more accessible, ultimately encouraging businesses to adopt a more inclusive and expansive approach to their content strategies

Tags: content creation, Content Plan, Media Strategy, ugc, video strategy

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