211: How Video is Changing Economic Development Marketing with Lyndsay Wisneski

In this episode of the Econ Dev Show, Dane Carlson talks with Lyndsay Wisneski, Chief Marketing Officer of the Greater Yuma Economic Development Corporation, about how storytelling and modern marketing strategies can transform economic development. Lyndsay shares how Yuma built a powerful regional brand through industry-focused mini-documentaries, digital advertising campaigns, and a coordinated content strategy that turns a single video project into years of marketing assets. She explains how even small communities can market themselves effectively by highlighting local companies, repurposing content across platforms, and tracking real marketing ROI. The conversation explores why economic development should focus less on static statistics and more on authentic stories that help companies, site selectors, and residents connect emotionally with a place.

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10 Actionable Takeaways for Economic Developers

1. Let companies tell your story. Interviews with CEOs and business leaders are more persuasive than marketing copy.
2. Create industry-focused content that explains why companies in each sector succeed in your region.
3. Turn one project into many assets: long videos, short clips, photos, reports, and social media content.
4. Use short video ads to drive viewers to longer storytelling pieces on your website or YouTube.
5. Track website visitors and identify companies researching your region.
6. Send periodic industry-specific newsletters highlighting local expansions, infrastructure, and investment.
7. Use LinkedIn and targeted digital ads to stay visible to site selectors and executives.
8. Repurpose marketing content across guides, one-pagers, websites, and presentations.
9. Hire local creative talent who can update or expand your content over time.
10. Apply for marketing awards to boost credibility and morale inside your organization and community.

Special Guest: Lyndsay Wisneski.

Sponsored By:

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Links:

• Lyndsay Wisneski | LinkedIn
• GYEDC - YouTube
• Greater Yuma Economic Development Corporation
• Yuma Industry Guide
• Greater Yuma Economic Development Corporation: Linkedin
• Contagious: Why Things Catch On by Jonah Berger — "In this book, Berger breaks down the science behind why some ideas, products, and stories spread widely while others fade into obscurity. Rather than leaving “virality” to chance or big advertising budgets, he identifies six key principles; Social Currency, Triggers, Emotion, Public, Practical Value, and Stories, that help explain why people share what they share and how marketers can intentionally craft content that spreads. What made Contagious particularly influential to me is how it reframes marketing from broadcasting messages to creating content and experiences that people want to talk about and can’t help sharing with others. It’s taught me that effective marketing isn’t just creative, it is rooted in understanding human psychology, what motivates people to share, and how to design campaigns that become part of everyday conversations, not just interruptions."