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When 93% of marketers say video marketing has given them a good ROI and 91% of businesses are currently integrating video into their marketing plans, educational video content continues to prove its effectiveness across industries. Professional service providers face unique challenges in creating content that demonstrates expertise while remaining accessible to their target audiences. The cannabis industry, in particular, has struggled with limited educational resources despite complex regulatory and financial requirements.
Marko Glisic, a California-licensed CPA and Partner at GreenGrowth CPAs brings a distinctive background to this challenge. After earning his business economics degree from UCLA and spending eight years at Deloitte & Touche LLP as an Audit Senior Manager, Glisic transitioned to the cannabis industry in 2018. As a recognized financial expert in cannabis, he has developed a video content approach that has generated over 600,000 views across 222+ educational videos, building GreenGrowth CPAs’ YouTube channel to 15,000+ subscribers while reaching 30,000+ readers weekly through related content. His experience provides insights into how professional service providers can build authority through consistent educational content that addresses genuine industry knowledge gaps.
Building an Educational Content Foundation
The approach centers on addressing genuine knowledge gaps rather than creating content for content’s sake. Marko Glisic’s video formula emerged from recognizing that cannabis business operators faced unique financial challenges with limited educational resources available. This insight led to the creation of comprehensive video content covering cannabis business valuations and financial analysis, tax compliance, audit preparedness, and internal controls.
People are hungry to learn, whether it’s mastering a new skill or diving into fascinating topics. Educational and how-to content is booming, presenting a golden opportunity for brands to showcase their expertise and offer genuine value, according to recent YouTube trend analysis. The content strategy involved developing industry-specific frameworks and sharing them through accessible video formats.
The approach rests on consistency and subject matter expertise. Over five years, GreenGrowth CPAs’ YouTube channel grew through maintaining a regular publishing schedule and focusing on evergreen educational content that continues to attract viewers long after publication. Content that addresses common questions, provides tutorials, and offers industry insights builds lasting value rather than relying on trending topics.
Content Development and Distribution System
Building on this educational foundation, Marko Glisic’s video formula extends beyond YouTube uploads to encompass a comprehensive content ecosystem. The team produced weekly articles distributed to over 30,000 readers, creating multiple touchpoints for the same educational concepts. This multi-channel approach amplifies the impact of each piece of content while providing different consumption options for various audience preferences.
The video content system incorporates several key elements that match current best practices. More than half (51%) of users prefer engaging with brands through longer videos, meaning in-depth tutorials and educational content still hold serious value. The content approach of creating comprehensive educational material addresses this preference for detailed, informative content.
Current data shows that 70% of TikTok users say it’s easy to show via shoppable ads and 82% of people stated that watching a video influenced their decision to purchase a product or service. While the content in this case focuses on education rather than direct sales, the trust-building nature of educational videos creates a pathway for business development through demonstrated expertise.
Content Categories and Focused Planning
To maximize effectiveness, Marko Glisic’s content system encompasses several distinct categories designed to address different stages of the customer journey and various business needs. Cannabis business valuation videos, for example, target entrepreneurs seeking to understand their company’s worth, while comprehensive compliance guidance addresses operational concerns that business owners frequently encounter.
This targeted approach reflects current video marketing wisdom. The shotgun approach to content is outdated. Instead, each video should be part of a calculated effort aimed at delivering value and achieving specific business goals. The content methodology demonstrates this principle through creating material that serves specific business purposes while building long-term brand authority.
Educational focus has proven particularly effective for complex financial and regulatory topics that require detailed explanation rather than surface-level coverage.
Leveraging Industry Expertise for Content Authority
However, content strategy alone isn’t enough without credible expertise behind it. Marko Glisic’s professional background as a former Deloitte audit senior manager provides credibility that enhances the effectiveness of educational video content. This expertise allows for addressing sophisticated topics with authority while making complex concepts accessible to business operators who may lack formal accounting backgrounds.
The system involves sharing practical tools and frameworks developed through professional experience. Offering free financial templates and educational resources builds goodwill while demonstrating expertise. Content covering topics like regulatory changes and financial impacts represents the type of forward-thinking analysis that builds audience trust. This approach matches current content marketing trends where people watch branded content on YouTube for entertainment first and product education second.
Measuring Success and Optimizing Performance
With the foundation and expertise established, measuring performance becomes crucial for long-term success. Marko Glisic’s video success demonstrates sustained engagement over time rather than viral moments that quickly fade:
- Cross-platform content distribution spanning YouTube, written articles, and educational resources
- Consistent audience growth built through regular publishing schedules over multiple years
- Industry recognition as a trusted source for cannabis business financial guidance
- Lead generation pipeline created through educational content authority
Current research shows that videos shorter than 1 minute achieve an engagement rate of 50% while longer content serves different purposes. Marko Glisic’s system includes both short-form content for quick tips and longer-form educational videos that dive deep into complex topics, such as banking legislation and its industry implications, providing comprehensive coverage for different audience preferences and consumption contexts.
The multi-format approach extends beyond video to include podcasts, webinars, and written content. This diversification ensures maximum reach while accommodating different learning preferences. About 41% of professionals are using AI to create videos, and 19% will start soon, indicating that content creation tools are becoming more accessible, but Glisic’s success demonstrates that thoughtful planning and subject matter expertise remain the crucial differentiators.
Industry-Specific Content Lessons
What makes this approach particularly valuable is its adaptability across industries. This approach offers valuable lessons across various industries. Creating comprehensive educational content that addresses genuine knowledge gaps can be replicated in fields from legal services to healthcare to technology consulting.
Success lies in following a proven framework that has been demonstrated to work:
- Identify specific industry pain points that lack comprehensive educational resources
- Develop authoritative content that provides actionable solutions rather than surface-level advice
- Create content categories that address different stages of the customer journey
- Maintain consistency in publishing schedule and quality standards
- Build evergreen content libraries that continue attracting viewers over time
The success with longer-form content in this case demonstrates that depth and comprehensiveness can trump brevity when the content delivers genuine value.
The formula also emphasizes consistency over viral potential. Rather than chasing trends, the focus remains on building a library of valuable educational content that continues to attract viewers over time. This approach builds sustainable audience growth and establishes lasting authority in the field.
Building Sustainable Video Marketing Success
Looking beyond immediate results, video marketing continues to grow, with 85% of marketers planning to increase their spending on video in 2025. Educational content approaches appear well-positioned for continued success since focus on evergreen educational content provides resilience against algorithm changes and platform shifts while building genuine audience value.
Therefore, the evidence suggests that educational video marketing offers a sustainable path forward for professional service providers across industries.
Creating Your Educational Video Strategy
The key takeaway from Marko Glisic’s 600,000-view case study is clear: educational video content succeeds when it addresses genuine industry knowledge gaps through consistent, authoritative delivery. Rather than chasing viral trends, sustainable video marketing builds on expertise, addresses real problems, and maintains regular publishing schedules that create lasting audience value.
To apply these insights, start by identifying specific pain points in your industry that lack comprehensive educational resources. Develop a content calendar that balances your expertise with your audience’s learning needs. Focus on creating evergreen content that remains valuable over time, then distribute it across multiple channels to maximize reach and engagement. For additional insights into building authority through educational content, explore proven strategies from successful practitioners who have demonstrated measurable results.
What knowledge gaps exist in your industry that you could address through educational video content? Consider the complex topics your clients frequently ask about, then transform those conversations into educational videos that can serve hundreds or thousands of others facing similar challenges.