3 Steps to Dynamic Digital Content

WEBVTT 1 00:00:02.540 --> 00:00:02.740 Yeah 2 00:00:04.740 --> 00:00:09.360 hi everyone, welcome back to be to be growth. My name is Olivia Hurley and 3 00:00:09.360 --> 00:00:14.990 today I'm joined by jodi, kouachi Vp of content strategy and growth marketing 4 00:00:15.000 --> 00:00:19.210 at media fly, jodi, how are you doing? Great, how are you? Thanks so much for 5 00:00:19.210 --> 00:00:23.770 having me. I'm doing well. I'm so glad that we get to talk today, we were 6 00:00:23.780 --> 00:00:29.910 chatting before about overly communicated about pandemic but we were 7 00:00:29.920 --> 00:00:34.240 we had a purpose in talking about that you were saying that if there's 8 00:00:34.250 --> 00:00:37.900 anything that's not working in the world of digital marketing it's it's 9 00:00:37.900 --> 00:00:43.410 static content. And so you were sharing how over at media fly not being able to 10 00:00:43.410 --> 00:00:48.600 go to events was really the impetus for rethinking content digital content in 11 00:00:48.600 --> 00:00:53.090 particular and how people interact with it. So I'm wondering if you can take us 12 00:00:53.100 --> 00:00:59.050 into the past and share what you were originally doing and then the results 13 00:00:59.050 --> 00:01:02.010 that you were seeing from doing that and then we'll launch into what you're 14 00:01:02.010 --> 00:01:07.050 doing now. Yeah awesome. So I think that um not being able to go to events 15 00:01:07.050 --> 00:01:11.160 at the start of Covid was definitely a part of it. I think that it was just a 16 00:01:11.160 --> 00:01:15.540 piece of the puzzle. So there was a lot of other things going on. We obviously, 17 00:01:15.540 --> 00:01:19.440 like most sales organizations were going to events, we were not able to, 18 00:01:19.450 --> 00:01:23.780 we were at the time meeting with customers live on site at their 19 00:01:23.780 --> 00:01:29.400 locations. We were doing digital content and digital marketing, but we 20 00:01:29.410 --> 00:01:32.710 weren't doing it to the extent where like everyone was fully digital, we 21 00:01:32.710 --> 00:01:36.980 were still relying on, you know, leave behind paper brochure ware and things 22 00:01:36.980 --> 00:01:40.750 like that. So I think we were doing all the traditional things that most people 23 00:01:40.750 --> 00:01:44.380 were doing pre Covid um when we could have these face to face human 24 00:01:44.380 --> 00:01:48.510 interactions and then like everyone else, although we had probably a leg up 25 00:01:48.520 --> 00:01:52.950 because we are a digital selling software company, we did have to kind 26 00:01:52.950 --> 00:01:57.570 of accommodate this complete and total shift to digital selling. Yeah, 27 00:01:57.580 --> 00:02:04.060 absolutely. So when you were talking me through how you originally approached 28 00:02:04.440 --> 00:02:10.530 digital content and digital marketing before rethinking the strategy and all 29 00:02:10.530 --> 00:02:16.790 of the moving parts. Yeah, so I think previously we were creating digital 30 00:02:16.790 --> 00:02:21.330 content um the only way that we knew how and in the way that most people 31 00:02:21.330 --> 00:02:24.230 were, we were creating some videos, but for the most part it was a lot of like 32 00:02:24.240 --> 00:02:29.800 pdf on screen And I think it was really early on in COVID that we realized like, 33 00:02:29.810 --> 00:02:33.580 Hey, this isn't truly digital content and this is probably not going to cut 34 00:02:33.580 --> 00:02:37.220 it for this digital world that we're moving into. So I think Gardner just 35 00:02:37.220 --> 00:02:42.140 put out a stat that by 2025, of sales interactions are going to be digital 36 00:02:42.140 --> 00:02:45.500 and remote. And I know Forrester I've seen some some similar stuff from them. 37 00:02:45.500 --> 00:02:51.020 So I think that as we move into this like completely digital selling 38 00:02:51.020 --> 00:02:56.340 environment, um it's gonna get harder and harder to capture buyers attention 39 00:02:56.350 --> 00:03:00.390 and that static content, those static linear power points that you see 40 00:03:00.390 --> 00:03:06.040 sellers throw up in sales meetings or zoom meetings now more specifically and 41 00:03:06.050 --> 00:03:09.100 the PDFs that you're sending us follow up are just really not going to cut it 42 00:03:09.100 --> 00:03:13.700 if you want to differentiate yourself. Yeah. Yeah, totally. So what are you 43 00:03:13.700 --> 00:03:18.770 doing now? Yeah. So it was early on in Covid that I think like I said, we we 44 00:03:18.770 --> 00:03:21.600 found that we weren't going to events anymore are sellers weren't meeting 45 00:03:21.600 --> 00:03:25.490 with fires in person. So we kind of started to rethink our content strategy 46 00:03:25.490 --> 00:03:29.320 and then it was when we looked into our content analytics that we really had 47 00:03:29.320 --> 00:03:34.380 this aha moment. So I would say it was probably within like the first couple 48 00:03:34.380 --> 00:03:40.190 of months after Covid hit that, we drove into our quarterly content report. 49 00:03:40.190 --> 00:03:44.440 We use media fly me to fly sales enablement platform to power both our 50 00:03:44.440 --> 00:03:48.970 sales application for our sellers and also our content hub or resources page 51 00:03:48.970 --> 00:03:52.650 on our website. So we can see all of these advanced analytics on both, how 52 00:03:52.650 --> 00:03:56.580 our sellers are leveraging the content, but also how our buyers are engaging 53 00:03:56.580 --> 00:04:00.040 with it. So who are they sharing it with? How long are they spending on a 54 00:04:00.040 --> 00:04:03.520 specific asset? How long are they spending on a specific page? Are there 55 00:04:03.520 --> 00:04:06.500 certain areas of a piece of content that there were visiting over and over 56 00:04:06.500 --> 00:04:11.100 again? So I think it was like the first quarterly content analytics meeting 57 00:04:11.100 --> 00:04:15.920 into Covid and we started to recognize some patterns and the patterns were 58 00:04:15.920 --> 00:04:21.420 things like really popular long form pieces of content, like guides that we 59 00:04:21.420 --> 00:04:25.820 had been relying on for demand gen for so long um were being consumed the same 60 00:04:25.820 --> 00:04:29.020 way, so they were getting a lot less few times, people people weren't 61 00:04:29.020 --> 00:04:32.050 bouncing, they weren't landing on the asset or downloading it and looking at 62 00:04:32.050 --> 00:04:35.080 one page and then leaving like they weren't interested in the content, they 63 00:04:35.080 --> 00:04:40.300 were looking at Every page for like 5-10 seconds, so they were skimming the 64 00:04:40.300 --> 00:04:43.900 content. Um they were just consuming it differently. Our sellers were not 65 00:04:43.900 --> 00:04:48.110 leveraging nearly enough of the content to help them close deals. So I think it 66 00:04:48.110 --> 00:04:53.080 was like 47% less than half of our content at the time was being leveraged 67 00:04:53.090 --> 00:04:57.280 in sales interactions, which you would think moving into digital, complete 68 00:04:57.280 --> 00:04:59.920 digital selling that number would have gone up and we noticed it was going 69 00:04:59.920 --> 00:05:04.430 down. So we kind of took a step back and we realized, okay, we need to 70 00:05:04.430 --> 00:05:10.670 rethink content creation. We need to determine how we can create content 71 00:05:10.670 --> 00:05:15.110 that our sellers want to use and our buyers want to consume. And we kind of 72 00:05:15.110 --> 00:05:18.790 did that by looking at three things. So the first thing that we wanted to 73 00:05:18.790 --> 00:05:23.210 rethink was the copy or the message and you mentioned this at the beginning, 74 00:05:23.220 --> 00:05:27.480 but we knew that people were burnt out on hearing about Covid. Like I think at 75 00:05:27.480 --> 00:05:29.930 the beginning everyone is like this is how we feel about Covid and this is 76 00:05:29.930 --> 00:05:33.680 what we're doing to address Covid. And and it got to the point where people no 77 00:05:33.680 --> 00:05:36.970 longer wanted to hear hope is ruining your life, hope it's ruining your 78 00:05:36.970 --> 00:05:40.050 business. Here's how we can help you fix it. It was like, here's how we can 79 00:05:40.050 --> 00:05:42.960 help you adapt so that you can move forward and and still have your 80 00:05:42.960 --> 00:05:47.170 business grow and succeed and thrive. And so we started changing our 81 00:05:47.180 --> 00:05:51.520 messaging a bit. We started being, you know, we we created everything to be 82 00:05:51.520 --> 00:05:55.260 challenged based in our messaging. So starting with, you know, this is not 83 00:05:55.270 --> 00:05:58.710 our product, but this is your challenge and this is us showing you that we 84 00:05:58.710 --> 00:06:01.800 understand your challenge and then we'll introduce our solution. When we 85 00:06:01.800 --> 00:06:07.040 get to that point, we shortened the text quite a bit. We inserted more 86 00:06:07.040 --> 00:06:10.460 images to make things more swimmable because we knew that that's how people 87 00:06:10.460 --> 00:06:14.180 wanted to consume the content. Um, and then we started to look at format, so 88 00:06:14.180 --> 00:06:17.970 that's kind of the second angle that we took. And it's, you know, people don't 89 00:06:17.970 --> 00:06:24.030 want to just look at boring, static content, like a PowerPoint deck, a pdf 90 00:06:24.030 --> 00:06:27.220 on the screen, like that stuff is not going to catch a buyer's attention any 91 00:06:27.220 --> 00:06:32.210 more buyers are inundated with content every day and you kind of need to do 92 00:06:32.210 --> 00:06:36.440 something more to differentiate yourself and to get your message heard. 93 00:06:36.450 --> 00:06:41.200 So we started looking at how can we make the content experience, the 94 00:06:41.200 --> 00:06:44.450 content engagement experience that we were creating more interactive. We 95 00:06:44.450 --> 00:06:48.960 included animations and things like e books and guides. And, and the longer 96 00:06:48.960 --> 00:06:51.390 format e books and guides that we were creating. That we knew people were 97 00:06:51.390 --> 00:06:54.760 skimming. We started to kind of condense those down into, you know, 98 00:06:54.770 --> 00:07:01.790 more stackable consumable. Um, one pager formats. We uh, next look at 99 00:07:01.790 --> 00:07:06.570 consumption. So how are people, how do people want to consume content only? 100 00:07:06.570 --> 00:07:09.940 Actually, you asked me an interesting question last week, it was such a 101 00:07:09.940 --> 00:07:12.700 simple question. You were like, hey, what marketing books have you read 102 00:07:12.700 --> 00:07:17.390 recently that you would recommend? And I had to think really hard about that, 103 00:07:17.390 --> 00:07:21.950 which is strange because I used to take a train to work And I would be on the 104 00:07:21.950 --> 00:07:28.140 train for like 10 hours a week and I would read like two books a week and I 105 00:07:28.150 --> 00:07:32.070 read a ton of books on mostly marketing and how to get my toddlers to behave 106 00:07:32.080 --> 00:07:36.240 better. But I could not think of anything for the life of me when you 107 00:07:36.240 --> 00:07:38.850 asked me that question and I was like, when is the last time that I read a 108 00:07:38.850 --> 00:07:43.390 marketing book? And I think it was because you know, since Covid started, 109 00:07:43.390 --> 00:07:48.590 I haven't had the time, I, we had, you know, part time childcare and I was 110 00:07:48.590 --> 00:07:53.620 working a lot at night and I started to consume different types of content to 111 00:07:53.620 --> 00:07:57.380 kind of, you know, avoid having to read a full book. So, you know, I realized 112 00:07:57.390 --> 00:08:01.720 where I'm podcast, you know, Neil Patel has like a 10 minute podcast where he 113 00:08:01.720 --> 00:08:05.380 does these, you know, 5 to 10 minute episodes on marketing things. And so if 114 00:08:05.380 --> 00:08:09.640 I was in the car by myself, I would listen to a podcast or I would read 115 00:08:09.640 --> 00:08:12.900 like a newsletter that I got sent by in Hanley on sunday night and she would 116 00:08:12.900 --> 00:08:15.930 have a bunch of articles in there that would be relevant for marketers. So I 117 00:08:15.930 --> 00:08:18.900 would read those, so especially considering how quickly things were 118 00:08:18.900 --> 00:08:22.890 moving and how much we had to change the way we were going to market. The 119 00:08:22.890 --> 00:08:27.450 smaller stackable content worked better for me for the last year as well. So 120 00:08:27.460 --> 00:08:32.530 think about that and then think about how you like to consume any content in 121 00:08:32.530 --> 00:08:36.559 your consumer life. So you're looking at like Netflix, Spotify, Disney plus. 122 00:08:36.570 --> 00:08:39.559 Those are the types of content experiences that we kind of gravitate 123 00:08:39.559 --> 00:08:44.159 towards so that we've come to expect. And so we thought a lot about how can 124 00:08:44.159 --> 00:08:48.140 we bring those consumer like experiences into our business, you know, 125 00:08:48.140 --> 00:08:52.270 sales, marketing content. And one of the ways that we did that was to create 126 00:08:52.270 --> 00:08:57.840 this concept of what we call no, no loose ends. So all of our content now 127 00:08:57.850 --> 00:09:02.800 or we're moving towards this is that we don't create for follow up or for 128 00:09:02.800 --> 00:09:06.530 presentation. All of our content can be presented and then it can be sent as a 129 00:09:06.530 --> 00:09:11.520 follow up piece at anima sales meeting and in the, you know, as it sent as a 130 00:09:11.520 --> 00:09:15.000 follow up piece, you can drill down into the topics that were presented as 131 00:09:15.010 --> 00:09:19.080 deep as you want to go. So everything's linked out to other assets, content 132 00:09:19.080 --> 00:09:23.220 recommendations but you can basically consume as much content as you want 133 00:09:23.230 --> 00:09:27.600 about a given topic on demand. And so that's one of the biggest things I'd 134 00:09:27.600 --> 00:09:30.860 say that we've done but those three things really helped us kind of revamp 135 00:09:31.240 --> 00:09:34.760 the way that we're creating content and the way that we're thinking about 136 00:09:34.760 --> 00:09:39.290 content and how people consume it. Um and we've seen some really cool results 137 00:09:39.290 --> 00:09:45.510 from it so we're really happy with what we've done so far. Hey everybody Logan 138 00:09:45.510 --> 00:09:49.330 with sweet fish here if you're a regular listener of GDP Growth, you 139 00:09:49.330 --> 00:09:53.350 know that I'm one of the co host of the show but you may not know that. I also 140 00:09:53.350 --> 00:09:57.340 head up the sales team here at sweet fish. So for those of you in sales or 141 00:09:57.340 --> 00:10:01.580 sales ops I wanted to take a second to share something that's made us insanely 142 00:10:01.580 --> 00:10:05.740 more efficient lately. Our team has been using lead I. Q. For the past few 143 00:10:05.740 --> 00:10:10.260 months. And what used to take us four hours gathering contact data now takes 144 00:10:10.260 --> 00:10:15.630 us only one where 75% more efficient were able to move faster with outbound 145 00:10:15.630 --> 00:10:20.080 prospecting and organizing our campaigns is so much easier than before. 146 00:10:20.090 --> 00:10:24.250 I'd highly suggest you guys check out lead I. Q. As well. You can check them 147 00:10:24.250 --> 00:10:31.820 out at lead I Q dot com. That's L E A D I Q dot com. All right, let's get back 148 00:10:31.820 --> 00:10:37.510 to the show him our I love that. I think that way that you explained how 149 00:10:37.510 --> 00:10:41.790 you consume content got me thinking about how I consume content. And it was 150 00:10:41.790 --> 00:10:46.510 very much like you know and you said this before I choose your own adventure. 151 00:10:46.510 --> 00:10:51.950 Which speaks to being able to dive deeper into additional assets. But it's 152 00:10:51.950 --> 00:10:55.560 also funny how on the other end I want to be able to be in total control. 153 00:10:55.560 --> 00:10:59.560 She's my own adventure. But I also want things served to me on a silver platter. 154 00:10:59.740 --> 00:11:05.630 Um and that's exactly what you're doing over Media Fi. That's so cool. Yes, I'm 155 00:11:05.630 --> 00:11:13.010 curious if there was a particular point where you and your team pressed on in 156 00:11:13.010 --> 00:11:18.170 true digital content where other people usually stop and if there was a sort of 157 00:11:18.170 --> 00:11:22.730 like a landmark of, okay, we need to take this further. And if we could 158 00:11:22.730 --> 00:11:27.780 identify that. Yeah, I think we started to use some new technologies to try to 159 00:11:27.780 --> 00:11:31.920 create this interactive content. And we use like some flip book technologies 160 00:11:31.920 --> 00:11:35.920 that are out there, and we started to just kind of put our content into these 161 00:11:35.920 --> 00:11:40.650 new formats. And what we realized was that, you know, I would say the first 162 00:11:40.660 --> 00:11:44.450 roadblock we met was like you can't put all of this content into these types of 163 00:11:44.450 --> 00:11:47.620 formats. So like we were trying to put a guide into like a flip book, but the 164 00:11:47.620 --> 00:11:49.850 flip book was so that you could jump around and we were like, well it 165 00:11:49.850 --> 00:11:52.750 doesn't make sense if you don't read this guide, start to finish, so let's 166 00:11:52.750 --> 00:11:57.370 take a step back. And then we we had a few pieces where we felt we over 167 00:11:57.370 --> 00:12:01.060 animated. So we were like, okay, well we need to just make sure that our 168 00:12:01.060 --> 00:12:05.030 animation lines up with the story, the sales story that we want to tell. If if 169 00:12:05.030 --> 00:12:08.740 it supports the story, if it furthers the story, it's good, we don't want it 170 00:12:08.740 --> 00:12:11.440 to distract from the sales story that we're telling. So we're not going to be 171 00:12:11.440 --> 00:12:15.450 flat create animations, just be flashy. We're going to create animations to get 172 00:12:15.450 --> 00:12:19.900 her point across and to help people consume our message better. So I would 173 00:12:19.900 --> 00:12:22.920 say those are two things that we kind of struggled with at the beginning and 174 00:12:22.920 --> 00:12:26.760 took us a little bit of time to iron out. But then, interestingly enough, we 175 00:12:26.760 --> 00:12:31.580 actually started using a company called Present if I to create some of this 176 00:12:31.580 --> 00:12:36.950 animated content, and we ended up acquiring them because we found the 177 00:12:36.950 --> 00:12:41.120 services that they were providing to create this interactive content for us 178 00:12:41.120 --> 00:12:44.940 were so valuable, we wanted to be able to offer those services to our 179 00:12:44.940 --> 00:12:49.500 customers. So we actually now will be in our sales reps, will be in meetings 180 00:12:49.500 --> 00:12:53.850 and they'll throw up their animated presentation and they'll be walking 181 00:12:53.850 --> 00:12:56.530 buyers through it and you know, they'll be able to kind of veer off into the 182 00:12:56.530 --> 00:12:59.080 different topics that the virus want to talk about with all of the content 183 00:12:59.080 --> 00:13:02.660 right there. Um, kind of bundled into that document and we'll actually have 184 00:13:02.660 --> 00:13:07.340 customers say this is awesome. I've never seen anything presented like this, 185 00:13:07.340 --> 00:13:10.750 so it's a differentiator for us, but then they're also like how it's great 186 00:13:10.750 --> 00:13:14.330 that you guys can provide the vehicle for me to deliver my content. You can 187 00:13:14.330 --> 00:13:17.870 provide the sales application for us to put all of this content at people's 188 00:13:17.870 --> 00:13:21.910 fingertips and present it in real time or, you know, send as a follow up. But 189 00:13:21.910 --> 00:13:25.830 how do I get this type of content into that application and we now can 190 00:13:25.830 --> 00:13:29.640 actually offer them the services to do that. So that's been a really cool 191 00:13:29.640 --> 00:13:34.850 thing to see to. It is how well this new format of content resonates with 192 00:13:34.860 --> 00:13:39.050 our customers, um and how eager they are to put it in front of their own 193 00:13:39.050 --> 00:13:45.570 customers. Oh my gosh, that's awesome. That's also just a brilliant move. I'm 194 00:13:45.570 --> 00:13:51.080 so curious if I can take us down a little tangent, kind of backing up to 195 00:13:51.090 --> 00:13:56.200 the meetings and conversations where you were idea hating and building out 196 00:13:56.200 --> 00:14:02.430 these plans. Can you kind of clue me in is to how you got from hey, something 197 00:14:02.430 --> 00:14:06.300 needs to change all the way to all the things we've just talked through in 198 00:14:06.300 --> 00:14:12.210 terms of like the internal team. Yeah, for sure. I mean it was, it was, it 199 00:14:12.210 --> 00:14:18.540 takes a Village. It was our CMO myself, the content team. We also have a team 200 00:14:18.540 --> 00:14:23.100 of creative, like a creative director and designers and, and our sales 201 00:14:23.100 --> 00:14:26.320 enablement director played a huge role in it because she obviously is the 202 00:14:26.330 --> 00:14:29.800 person with their hand on the pulse of the content analytics and what's 203 00:14:29.800 --> 00:14:34.450 resonating with sales. So it was just this kind of monumental effort and let 204 00:14:34.450 --> 00:14:38.570 me be clear it's not done yet, we're still working through the content, but 205 00:14:38.570 --> 00:14:43.110 I would say we started the first piece of present ified content that we 206 00:14:43.110 --> 00:14:49.560 created was a video that we had literally created like in power Point, 207 00:14:49.570 --> 00:14:55.030 that's how cool like the animation services are. But we we basically were 208 00:14:55.030 --> 00:14:57.830 just trying to pitch, you know, one of our products and the problems that I 209 00:14:57.830 --> 00:15:02.000 could solve for people and we created this a script for it and we gave it 210 00:15:02.010 --> 00:15:06.940 over to the presented by team, they kind of came up with a story board and 211 00:15:06.950 --> 00:15:11.010 we went from there and how the content has evolved from that. Like I think in 212 00:15:11.010 --> 00:15:13.800 that first meeting I was like, oh cool, we can create a bunch of videos pretty 213 00:15:13.800 --> 00:15:17.540 quickly. Um and then to what it's evolved to now, which is like these 214 00:15:17.550 --> 00:15:20.800 interactive one page is where you have a one pager and there's like tabs at 215 00:15:20.800 --> 00:15:24.920 the top and you can just dive into, you know, and you have like stats flying in 216 00:15:24.920 --> 00:15:30.050 and and just like the stuff that you really want people to remember 217 00:15:30.060 --> 00:15:33.900 presented in such a visually striking way. I think there's a stat, like, 218 00:15:33.900 --> 00:15:38.640 people remember, I think it's like 20% of what they hear, 30% of what they 219 00:15:38.650 --> 00:15:42.480 read, but 80% of what they see and so really like putting those things 220 00:15:42.480 --> 00:15:46.890 individuals makes people take so much more away from the conversation, and I 221 00:15:46.890 --> 00:15:50.250 think we're seeing that more and more and it's just been so exciting to see, 222 00:15:50.340 --> 00:15:53.400 you know, how we came from? Well, yeah, maybe we can create a video, let's 223 00:15:53.400 --> 00:15:56.570 storyboard that script to like everything that we're creating now is 224 00:15:56.570 --> 00:16:00.910 interactive. And the results that the analytics on these these interactive 225 00:16:00.910 --> 00:16:05.240 content pieces are just phenomenal. They're outperforming our static assets 226 00:16:05.240 --> 00:16:09.780 far and above a total snowball effect here. Then just like if we can do this, 227 00:16:09.780 --> 00:16:12.690 we can do more and we we can do more and more and more. That's so 228 00:16:12.690 --> 00:16:15.960 interesting. I love that. And I think that's so typical of how good ideas 229 00:16:15.960 --> 00:16:19.390 happen. It's not like somebody comes in with this master blueprint and is like, 230 00:16:19.390 --> 00:16:24.760 all right, everybody phalanx around here's the plan. That's so cool. I 231 00:16:24.760 --> 00:16:27.610 think it was definitely trial and error. There was a lot of trial and error to 232 00:16:27.610 --> 00:16:30.660 try to see. And then, like I said, we can track those advanced analytics. So 233 00:16:30.660 --> 00:16:33.990 every time we put out a piece of content we watch it closely and we see 234 00:16:33.990 --> 00:16:36.810 how it's performing and we see, you know, we talked to our sellers and we 235 00:16:36.810 --> 00:16:40.230 figure out how it's resonating with customers. And and I think when we 236 00:16:40.230 --> 00:16:44.760 started our platform can can tie content back to revenue. And when we 237 00:16:44.760 --> 00:16:49.470 started are at the height of its covid before we had created all of this 238 00:16:49.470 --> 00:16:53.660 interactive content, we had about 1% of content that was actually contributing 239 00:16:53.660 --> 00:17:00.000 to revenue. And today we have like over almost, I think it's almost 60% of our 240 00:17:00.000 --> 00:17:04.470 content is now contributing to revenue um and helping us to close deals and 241 00:17:04.480 --> 00:17:08.530 like I said, we haven't even present ified. We call it all of the assets 242 00:17:08.530 --> 00:17:13.230 that we want to. But just this new format is just, it really differentiate 243 00:17:13.230 --> 00:17:18.170 us, differentiates us in front of fires and also just hold their attention so 244 00:17:18.170 --> 00:17:21.880 much better that they're they're like intrigue and they want, they look 245 00:17:21.880 --> 00:17:24.730 forward to the next sales interaction. They're not like, oh, I don't want to 246 00:17:24.730 --> 00:17:32.030 talk to a sales person one more time to Right right, Wow, That is first of all, 247 00:17:32.040 --> 00:17:36.430 a massive jump and also just big congratulations to you and your team. 248 00:17:36.430 --> 00:17:43.670 That's insane. Thank you. I'm curious now when so talking about revenue is 249 00:17:43.670 --> 00:17:46.780 one result that you're obviously maybe like the penultimate result here. But 250 00:17:46.780 --> 00:17:50.710 what other things are watching? That's an indicator of this is really working 251 00:17:50.720 --> 00:17:56.530 even before revenue. I think it's like a lot of it is the time that people are 252 00:17:56.530 --> 00:18:01.810 spending interacting with our assets. It's also the amount of people that are 253 00:18:01.810 --> 00:18:06.890 involved in B2B buying decisions at this point in time is like huge. Like 254 00:18:06.890 --> 00:18:10.380 these buying committees just grow and grow and grow. So I think it's like our 255 00:18:10.380 --> 00:18:14.560 ability to speak to higher level stakeholders sooner in the sales 256 00:18:14.560 --> 00:18:18.410 process. We've definitely improved that with this new type of content because I 257 00:18:18.410 --> 00:18:24.590 think it's. been easier for lower level people within an organization to take 258 00:18:24.590 --> 00:18:27.750 it up to their key stakeholders who are actually making the purchase decisions 259 00:18:27.750 --> 00:18:31.680 and saying this is what we can do, this is really cool. Let's go ahead and 260 00:18:31.690 --> 00:18:37.370 invest in this. Um and I think when they actually can see what's possible, 261 00:18:37.380 --> 00:18:42.430 they're more willing to kind of jump into the conversation earlier. So for 262 00:18:42.440 --> 00:18:48.560 companies wanting to Take inventory of their digital content and wanting to 263 00:18:48.560 --> 00:18:55.850 see results like 1-60% like that massive amount of jump. Can you kind of 264 00:18:56.240 --> 00:19:00.380 as you bushwhacked this experience? Can you kind of like trail blaze or trail 265 00:19:00.380 --> 00:19:04.640 guide Fresh? I should say what, what a cup the first couple steps are for 266 00:19:04.640 --> 00:19:08.680 somebody wanting to get well on their way to seeing those results. Yeah, I 267 00:19:08.680 --> 00:19:11.810 think the first step is definitely to complete a content audit. Like you need 268 00:19:11.810 --> 00:19:15.660 to take stock of what you have. Um and then I think the next step is a 269 00:19:15.670 --> 00:19:20.820 qualitative and quantitative approach to evaluating that content. Um so once 270 00:19:20.820 --> 00:19:24.180 you understand what content you have, take a look and see like what content 271 00:19:24.180 --> 00:19:27.700 analytics are available to you, I know a lot of people don't have the advanced 272 00:19:27.700 --> 00:19:31.230 analytics that we have if you're not using like a sales enablement platform 273 00:19:31.230 --> 00:19:34.180 or if you're using something separate for your content hub on your website 274 00:19:34.180 --> 00:19:38.240 and sales enablement those stats might be you know the data maybe siloed that 275 00:19:38.240 --> 00:19:42.060 sort of thing. But take a look at the data that you do have and try to come 276 00:19:42.060 --> 00:19:45.930 up with some hypotheses based on what you see. So, you know, we were able to 277 00:19:45.930 --> 00:19:49.160 look really quickly and identify some patterns that we hadn't seen before. 278 00:19:49.160 --> 00:19:53.000 Can you identify patterns? Can you see what types of content with formats, you 279 00:19:53.000 --> 00:19:56.710 know or your one page is performing better than your guides? That sort of 280 00:19:56.710 --> 00:20:00.300 thing I think is going to be really helpful but also talk to your sales 281 00:20:00.300 --> 00:20:04.810 team if you're a marketing team and you're trying to determine you know 282 00:20:04.810 --> 00:20:11.390 where to allocate resources, what types of of topics and content types to focus 283 00:20:11.390 --> 00:20:14.390 on find out from your sellers what's been most helpful for them or what 284 00:20:14.390 --> 00:20:17.860 they've, you know, when they've seen in meetings with buyers that kind of aha 285 00:20:17.860 --> 00:20:21.900 moment for a buyer click in um and double down on those efforts. But I 286 00:20:21.900 --> 00:20:26.870 think you first need to audit then qualitatively quantitatively evaluate 287 00:20:26.880 --> 00:20:30.250 what it is you have and what needs to change and then you know, set some 288 00:20:30.250 --> 00:20:34.710 benchmarks for yourself so you can track your success and interactivity is 289 00:20:34.710 --> 00:20:38.870 obviously key. So I mean don't just create more power point decks, don't 290 00:20:38.870 --> 00:20:43.740 just create more pdf one pagers. Like you really need to kind of get your 291 00:20:43.740 --> 00:20:48.370 creative juices flowing and kind of come up with new and innovative ways to 292 00:20:48.370 --> 00:20:54.800 address today's digital fires because they're bored really hard. I love that. 293 00:20:54.810 --> 00:21:00.860 As you were like I said before bushwhacking this foray into the new 294 00:21:00.860 --> 00:21:05.990 world of digital marketing. Were there times where you had to backpedal? Were 295 00:21:05.990 --> 00:21:09.940 there warning signs that you weren't kind of on target to hit those goals 296 00:21:09.940 --> 00:21:16.320 that you had to reevaluate pivot change direction? Yeah, I think so. I mean 297 00:21:16.320 --> 00:21:20.150 with any project there's growing pains. So I talked a little bit about how we 298 00:21:20.150 --> 00:21:23.420 had kind of dove in and we were trying out new technologies at the beginning 299 00:21:23.420 --> 00:21:27.440 and they weren't always, I think it was like I had worked on this document in 300 00:21:27.440 --> 00:21:31.590 the specific flip book technology for like, and our designers had learned 301 00:21:31.590 --> 00:21:35.160 that there was like a learning curve that and it was like months and months 302 00:21:35.160 --> 00:21:39.060 of work and then we got to the end and we were like, we could do this better 303 00:21:39.060 --> 00:21:42.160 in a different format. And so we went back to the drawing board and we 304 00:21:42.160 --> 00:21:46.170 completely scrapped it and started over and that was so frustrating. But the 305 00:21:46.170 --> 00:21:52.180 end result was amazing and we it's just, it turned out so much better, even 306 00:21:52.180 --> 00:21:55.660 though we had to kind of start back at square one, it was definitely worth it. 307 00:21:56.040 --> 00:21:59.980 I think there were a couple of moments like that, we're like, oh man, why did 308 00:21:59.980 --> 00:22:04.650 we do this? We should have done it this way. But I think having the, the 309 00:22:04.650 --> 00:22:08.340 ability to kind of take a step back and restart and use a different technology 310 00:22:08.340 --> 00:22:11.820 or take a different approach to interactivity was well frustrating 311 00:22:11.820 --> 00:22:17.430 worth it. Yeah, definitely. For somebody wanting to try this out, are 312 00:22:17.430 --> 00:22:20.520 there warning signs you would just having done it already, you're like, 313 00:22:20.520 --> 00:22:24.800 hey, watch for these things? Yeah, I think so. I mean like I said, don't 314 00:22:24.800 --> 00:22:28.980 just try to just like animate everything and make everything, you 315 00:22:28.980 --> 00:22:31.860 know, I mean you can easily go into a power point presentation and just like 316 00:22:31.870 --> 00:22:35.740 animate the crap out of it. But you need to consider a lot like how are you 317 00:22:35.740 --> 00:22:38.680 delivering that power point because if there's a million animations in it, 318 00:22:38.690 --> 00:22:43.020 you're not gonna be able to send it over email. So things like that, I 319 00:22:43.030 --> 00:22:47.420 would say you have to be really mindful of. That's why, you know, we when we 320 00:22:47.420 --> 00:22:52.120 create these super animated, super interactive pieces of content, we 321 00:22:52.120 --> 00:22:56.920 deliver via our sales enablement platform. So not only can we deliver 322 00:22:56.920 --> 00:23:00.970 them, you know, seamlessly, there's no uh this file has to be turned into a 323 00:23:00.970 --> 00:23:04.490 link or whatever. You know, they can open it and they don't have any issues 324 00:23:04.490 --> 00:23:09.180 with it, but also we can see what they're doing with the content. So the 325 00:23:09.180 --> 00:23:12.840 more data you can collect on what you're doing and the more technology 326 00:23:12.840 --> 00:23:17.590 you can use to obtain that data, um and kind of analyze it and and, you know, 327 00:23:17.600 --> 00:23:22.310 figure out exactly what's working, what's not the better off you'll be. So 328 00:23:22.310 --> 00:23:28.700 if there was one thing that you wanted a listener to take away or try out or 329 00:23:28.700 --> 00:23:39.100 stop doing, what would it be, um I mean stop thinking of content as the status 330 00:23:39.100 --> 00:23:42.700 quo and just something that you send us a follow up or that you have behind 331 00:23:42.700 --> 00:23:46.340 your sellers as they're talking, creating a content engagement 332 00:23:46.340 --> 00:23:50.300 experience. And looking at your content as an experience rather than just an 333 00:23:50.300 --> 00:23:55.220 asset or something that you send after a meeting is gonna go a long way for 334 00:23:55.220 --> 00:23:59.680 your strategy because it's especially today where people just have so much 335 00:23:59.680 --> 00:24:03.520 noise coming their way and they can't really differentiate different products. 336 00:24:03.530 --> 00:24:08.930 You can really prove how different your product is and make yourself stand out 337 00:24:08.940 --> 00:24:13.460 via your content and it's going to have a greater impact than then you think. 338 00:24:13.840 --> 00:24:19.760 So. I would say stop just accepting the status quo for content, wow. Well Jody, 339 00:24:19.770 --> 00:24:25.050 thank you so much for sharing all of your knowledge, sharing trial and error. 340 00:24:25.050 --> 00:24:30.500 And also um just some really good, really good warning signs to where can 341 00:24:30.500 --> 00:24:35.420 people go to learn more about you. And media fly, yep. So for media flight can 342 00:24:35.420 --> 00:24:42.510 go to www dot media fly dot com or at media fly on twitter or instagram and 343 00:24:42.520 --> 00:24:48.310 you can find me on linkedin. Um it's just linkedin beck slash in dex slash 344 00:24:48.320 --> 00:24:52.970 jodi. Catchy. Beautiful. Well thank you so much for joining me on GDP growth. 345 00:24:52.980 --> 00:24:58.050 Thanks for having me. It was great chatting with you Olivia. Mhm. Mhm. 346 00:24:59.640 --> 00:24:59.850 Mhm 347 00:25:01.140 --> 00:25:05.340 At sweet fish. We're on a mission to create the most helpful content on the 348 00:25:05.340 --> 00:25:09.910 internet for every job function and industry on the planet for the B two B. 349 00:25:09.910 --> 00:25:13.950 Marketing industry. This show is how we're executing on that mission. If you 350 00:25:13.950 --> 00:25:17.420 know a marketing leader that would be an awesome guest for this podcast. 351 00:25:17.430 --> 00:25:20.990 Shoot me a text message. Don't call me because I don't answer unknown numbers, 352 00:25:21.000 --> 00:25:27.480 but text me at 4074 and I know 33 to 8. Just shoot me. Their name may be a link 353 00:25:27.480 --> 00:25:31.430 to their linkedin profile, and I'd love to check them out to see if we can get 354 00:25:31.440 --> 00:25:33.170 them on the show. Thanks a lot. 355 00:25:36.240 --> 00:25:36.610 Okay.