Sept. 12, 2022

How Video Enhances Your Content Marketing, with Chad Reid

In this episode, Benji talks to Chad Reid VP of Marketing and Communications at Jotform.  
Discussed in this episode: 
- Does video replace blogging or enhance it? 
- The strategy behind great video content
- The potential ROI of video  
Sponsors:  ...

In this episode, Benji talks to Chad Reid VP of Marketing and Communications at Jotform.  
Discussed in this episode: 
- Does video replace blogging or enhance it? 
- The strategy behind great video content
- The potential ROI of video  
Sponsors:  
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Transcript
WEBVTT 1 00:00:08.199 --> 00:00:12.880 Conversations from the front lines of marketing. This is B two B growth. 2 00:00:16.440 --> 00:00:21.399 Today I am joined by Chad Reid. He's the VP of marketing and communications 3 00:00:21.440 --> 00:00:24.239 over at jot form. Chad, great to get to chat with you man. 4 00:00:24.760 --> 00:00:27.679 Yeah, excited to be here, Benji. Yeah, and I think 5 00:00:27.719 --> 00:00:32.000 a celebration or congratulations as in order, because you're about to celebrate eight years 6 00:00:32.280 --> 00:00:37.039 at jot form, which is no small feats. So congratulations there. Thank 7 00:00:37.079 --> 00:00:40.600 you so much. Yeah, I feel uh, it feels weird. I'm 8 00:00:40.640 --> 00:00:44.280 kind of an anomaly, especially in the tech world, especially in then the 9 00:00:44.320 --> 00:00:47.520 bay area, but it's it's all for good, for good reasons, of 10 00:00:47.520 --> 00:00:50.759 of love the journey. It's it's a great company and yeah, thank you 11 00:00:50.840 --> 00:00:55.039 very much. Years is a long time. No, it's it's definitely a 12 00:00:55.079 --> 00:00:58.240 good thing. I think there's so much that you learned from longevity with the 13 00:00:58.280 --> 00:01:00.159 company as well. So I want to tap into some that and let's actually 14 00:01:00.280 --> 00:01:04.159 use that as like a jumping off point right from the top here, because 15 00:01:04.519 --> 00:01:08.680 we were talking a little bit before this recording just on how much has changed, 16 00:01:08.719 --> 00:01:12.000 specifically from a content standpoint, which is something we talked about kind of 17 00:01:12.000 --> 00:01:15.799 come back to a lot on B, two B growth. When I think 18 00:01:15.840 --> 00:01:21.359 of eight years and how content strategy has evolved, what is in that bucket? 19 00:01:21.400 --> 00:01:25.280 There's so much we could get into, but think about it specifically for 20 00:01:25.319 --> 00:01:30.519 you in your time at job form, how have you seen content strategy continue 21 00:01:30.599 --> 00:01:34.159 to evolve for you guys? Well, it wasn't much of a strategy when 22 00:01:34.200 --> 00:01:38.480 I when we first started, I came on as one of two original marketing 23 00:01:38.599 --> 00:01:42.840 hires, but the company had exists, Johan had existed for eight years prior 24 00:01:42.879 --> 00:01:49.400 to my arrival. So there was this really great foundation of product and kind 25 00:01:49.400 --> 00:01:55.040 of viral growth and good bones and everything else. But all the blog posts 26 00:01:55.079 --> 00:02:00.000 at that point were, we're written by our CEO, as you can imagine, 27 00:02:00.040 --> 00:02:04.079 and busy with a million other things. So you know, that was 28 00:02:04.079 --> 00:02:07.799 obviously an early thing that we were doing. is just seeing what worked. 29 00:02:07.000 --> 00:02:12.159 And you know, content strategy wasn't my background. Writing was my background. 30 00:02:12.240 --> 00:02:15.639 So I had a really good sense of how to write, but not necessarily 31 00:02:15.759 --> 00:02:17.439 what to write. And but there's a little bit of trial and error, 32 00:02:17.560 --> 00:02:22.439 just kind of learning, learning as we went, slowly developed an editorial calendar. 33 00:02:23.000 --> 00:02:28.240 But content sure took a different meaning after after a few years, and 34 00:02:28.280 --> 00:02:32.400 I think we we hit an inflection point of realization of okay, there's a 35 00:02:32.439 --> 00:02:38.719 skill set discrepancy in the strategy side versus the writing side. So we started 36 00:02:38.759 --> 00:02:43.120 branching that out and hiring separately for that. So to this point we have 37 00:02:43.680 --> 00:02:49.479 kind of a machine. We have grow or content strategists and and SCO professionals 38 00:02:49.520 --> 00:02:55.360 who do a lot of work in terms of keyword research and positioning and targeting, 39 00:02:55.599 --> 00:03:00.000 you know, the various job form features or kind of audience overlapped, 40 00:03:00.560 --> 00:03:02.840 and then we have a full team of writers, full time writers, full 41 00:03:02.919 --> 00:03:09.280 time editors, and then, uh, frankly, a really wide network of 42 00:03:09.479 --> 00:03:14.680 agencies that we work with and freelancers that we work with. All of this 43 00:03:14.919 --> 00:03:20.319 amounts to a hundred thousand words of content that we've been producing every single month 44 00:03:20.960 --> 00:03:23.400 for several years now and just about then. A perspective, a hundred thousand 45 00:03:23.439 --> 00:03:28.759 words is about the equivalent of a four page book that we're doing at a 46 00:03:28.759 --> 00:03:32.560 continual basis, obviously with with significant returns. Otherwise we wouldn't even you know, 47 00:03:32.599 --> 00:03:38.319 we wouldn't continue down that path because it's it's an enormous investment in time 48 00:03:38.319 --> 00:03:40.520 and resources, but it's uh, we've seen a lot of benefit from it. 49 00:03:40.599 --> 00:03:45.520 So yeah, that's that's been like the long winded evolution. I guess, 50 00:03:45.599 --> 00:03:47.680 is kind of how how it started. And then we have branched into 51 00:03:49.039 --> 00:03:53.400 other mediums to not just not just our blog, but we've invested in in 52 00:03:53.520 --> 00:03:58.879 video marketing and UH seen, you know, similar, similar growth too. 53 00:03:59.319 --> 00:04:02.560 We didn't have my to a youtube channel a few few years back and the 54 00:04:03.240 --> 00:04:08.680 videos on the site weren't necessarily great quality or we didn't necessarily produce a lot 55 00:04:08.680 --> 00:04:13.120 of them. But I guess the first video higher that we made, and 56 00:04:13.120 --> 00:04:16.000 we made a full time videographer higher, which is kind of unusual at the 57 00:04:16.079 --> 00:04:20.199 point, was one of our first, you know, six marketing hires, 58 00:04:20.240 --> 00:04:25.399 which is maybe a little bit more unconventionally. Have interesting we do. You 59 00:04:25.480 --> 00:04:29.240 never went like outsource agency anything of that sort. You went straight to we're 60 00:04:29.240 --> 00:04:33.160 gonna have someone full time. Well, we we UH contracted with the freelancer 61 00:04:34.120 --> 00:04:39.000 initially and then we just love the results and love what what he was producing 62 00:04:39.040 --> 00:04:43.879 in our CEO very enthusiastically came to the same conclusion that I did that we 63 00:04:43.879 --> 00:04:46.079 should just make him a full time employee and get more production out of it. 64 00:04:46.240 --> 00:04:49.920 Um. So that's exactly what we did in those early days. Uh, 65 00:04:50.199 --> 00:04:54.319 you know, we we were honestly doing a lot of what we still 66 00:04:54.319 --> 00:04:58.399 do today. But customer case study videos were really important for us. We 67 00:04:58.439 --> 00:05:02.600 wanted to establish online forms are we think they're exciting, but not. They're 68 00:05:02.639 --> 00:05:06.879 not inherently exciting to a lot of other people, but these users stories are. 69 00:05:06.959 --> 00:05:10.600 So, you know, we're kind of we developed a lot of those 70 00:05:10.680 --> 00:05:13.000 and and then, uh, you know, our video team is done a 71 00:05:13.000 --> 00:05:16.519 really remarkable job, but that's really expanded. So to this point we we 72 00:05:16.680 --> 00:05:23.839 create, yeah, commercials that that you'll see on various Google ads anytime we 73 00:05:23.839 --> 00:05:26.639 have a new product or anything like that. We do newsletter videos. So 74 00:05:26.720 --> 00:05:30.279 every time we have a monthly newsletter, we have a video that coincides. 75 00:05:30.319 --> 00:05:33.759 It just kind of summarizes everything into two minutes or so just to kind of 76 00:05:33.759 --> 00:05:38.319 tell tell the view or what's what to expect or what's newly job form, 77 00:05:38.519 --> 00:05:41.959 and it's also something that's sharable that we can put out on different, different 78 00:05:42.040 --> 00:05:46.519 channels. We have loads of S C O content. I mean Youtube is 79 00:05:46.560 --> 00:05:50.680 the second biggest search engine and it's right on the heels. You know, 80 00:05:50.759 --> 00:05:56.519 you need to approach it the same way that you approach your content strategy for 81 00:05:56.680 --> 00:06:00.079 free, your blog or for your website. So we do our content strategy 82 00:06:00.079 --> 00:06:04.759 team that that's helped with all this great keyword research for a blog is often 83 00:06:04.800 --> 00:06:08.920 doing the same for for Youtube. And and then, you know, we're 84 00:06:08.959 --> 00:06:13.040 creating the material. We have to have the resources in order to do that. 85 00:06:13.079 --> 00:06:15.319 So we have continued to scale our video team. It's about four or 86 00:06:15.319 --> 00:06:20.959 five people strong at this point and that's internally. But we also outsource videos 87 00:06:21.000 --> 00:06:26.600 that don't require product expertise as much, or if that's kind of a light 88 00:06:26.639 --> 00:06:30.319 lift or something that's strictly s c o driven, but we're kind of, 89 00:06:30.399 --> 00:06:33.160 you know, giving them broader, broader range topics. We have a really 90 00:06:33.160 --> 00:06:36.839 great partnership with an agency that can kind of turn them out a lot faster 91 00:06:36.879 --> 00:06:40.639 than we can. You know, they have a production studio, they hire 92 00:06:40.639 --> 00:06:45.920 actors that can do twenty recordings in a day, which none of us internally 93 00:06:45.959 --> 00:06:48.079 are capable of doing. Yeah, that's awesome. Yeah, that's it's allowed 94 00:06:48.160 --> 00:06:51.720 us to scale. So there are kind of a couple of ways that that 95 00:06:53.040 --> 00:06:58.920 any BBB company can can approach their youtube channel. You can either look at 96 00:06:58.920 --> 00:07:02.959 it as a a catalog or kind of a library of contents, or you 97 00:07:02.959 --> 00:07:09.519 can try to create posts that an individually, are going to really resonate or 98 00:07:09.720 --> 00:07:13.199 have a lot of buzz or be virals. That's kind of tricky to do 99 00:07:13.279 --> 00:07:16.160 and you know, honestly, I'm not sure which way we go, which 100 00:07:16.160 --> 00:07:20.199 way we lean. I think we're probably more of a video library at this 101 00:07:20.240 --> 00:07:24.800 point, but we also try to make fun videos as much as we can. 102 00:07:24.959 --> 00:07:27.319 Yeah, I was gonna say I've seen you in UH in an ad 103 00:07:27.360 --> 00:07:30.360 of those pretty actually like creative and fun. So I know there's you guys 104 00:07:30.399 --> 00:07:33.560 are playing with with both. Still need to educate still to some of those 105 00:07:33.560 --> 00:07:38.199 customer success type stories, but then you also have that sort of leaning into 106 00:07:38.279 --> 00:07:41.279 how do we make people laugh and do this in an entertaining way as well. 107 00:07:41.839 --> 00:07:44.399 Yeah, yeah, I'm glad, glad you pointed that out. That's 108 00:07:44.399 --> 00:07:46.720 that's one of the Quirky things that we've done as a marketing department and whenever 109 00:07:46.759 --> 00:07:51.519 we do have a major feature or or product launch, we get behind the 110 00:07:51.560 --> 00:07:57.000 camera ourselves and and try to try our best to, you know, create 111 00:07:57.040 --> 00:08:01.240 these Goofy, goofy ads, and I'll tell you the beauty of doing that 112 00:08:01.279 --> 00:08:03.920 all in house, and even just having an in house video team in the 113 00:08:05.000 --> 00:08:09.160 first place. Is the flexibility. You know, I think if you're contracting 114 00:08:09.240 --> 00:08:13.560 every bit of video that you have, it's a long lead time, you 115 00:08:13.560 --> 00:08:16.240 know, between something. You really have to have things sorted out weeks in 116 00:08:16.279 --> 00:08:22.160 advance. You can't be that Nimble. But with a in house team, 117 00:08:22.319 --> 00:08:26.839 sometimes, much to distagrant of our video team, I'm changing the scripts or, 118 00:08:26.199 --> 00:08:30.879 you know, improvising things the day before or the day of. We 119 00:08:30.879 --> 00:08:33.200 can deploy a lot more videos that way. So it's uh, it's been 120 00:08:33.360 --> 00:08:37.360 been a big benefit. I love that creative flexibility. For sure on that 121 00:08:37.360 --> 00:08:41.480 set of things I want. Before we get too far from this, I 122 00:08:41.480 --> 00:08:45.960 wanted to mention two things that I think are really interesting. So first being 123 00:08:46.159 --> 00:08:50.360 you had mentioned a couple of times one that early on your CEO was writing 124 00:08:50.399 --> 00:08:54.679 blogs and then you also like highlighted that the CEO was like, Hey, 125 00:08:54.679 --> 00:09:00.200 we should just hire this guy to do videos. So there's something in the 126 00:09:00.200 --> 00:09:05.120 CEO that's like paying attention to content, knows the power of content. What's 127 00:09:05.159 --> 00:09:09.320 that like now, as far as is your CEO involved in the content strategy 128 00:09:09.360 --> 00:09:13.679 still to any point? How do you think of involving involving that role. 129 00:09:13.039 --> 00:09:18.159 We're so fortunate that he wasn't even buying. It was, frankly, encouragement 130 00:09:18.240 --> 00:09:22.759 from our CEO to really invest in content marketing. And then when I thought 131 00:09:22.759 --> 00:09:26.559 we were investing in content marketing early on, he said no, invests in 132 00:09:26.600 --> 00:09:31.279 content marketing. Like, we want scale, we want infrastructure, we want 133 00:09:31.320 --> 00:09:35.480 this to be much bigger than it is currently. So that was that's a 134 00:09:35.480 --> 00:09:37.120 great sign, you know, from from a marketing department, to get that 135 00:09:37.679 --> 00:09:43.840 kind of buying from from our executive leadership. And and then he did that. 136 00:09:43.960 --> 00:09:48.200 He basically took the same approach with our content that he u he gave 137 00:09:48.240 --> 00:09:50.840 the green light for to our video. And Yeah, he's he's a huge 138 00:09:50.840 --> 00:09:54.639 fan. He's not involved in the strategy per se, but he's definitely h 139 00:09:56.159 --> 00:09:58.840 aware of what we're producing and pays a lot of attention to it and he 140 00:10:00.200 --> 00:10:03.840 kind of loves video himself. So periodically he'll he'll get on and I ask 141 00:10:03.879 --> 00:10:09.000 our video team to to highlight him and he kind of shares his thought leadership 142 00:10:09.039 --> 00:10:13.240 and various videos too. So yeah, it's been it's been great and it's 143 00:10:13.480 --> 00:10:16.039 it's key to have that that buy in from above for sure. Yeah, 144 00:10:16.080 --> 00:10:18.960 that buying. And then I'm I'm glad you even mentioned like him getting in 145 00:10:20.000 --> 00:10:22.559 some of the video. I think that's something we're pushing a lot right now. 146 00:10:22.639 --> 00:10:26.879 Is that, even as you scale right, like there was founder led 147 00:10:26.960 --> 00:10:31.840 selling early on. That heart as a CEO can translate really well. If 148 00:10:31.840 --> 00:10:33.360 you can get that person in front of a camera, they probably already have 149 00:10:33.440 --> 00:10:37.840 some level of thought, leadership and good, good perspective. So keeping them 150 00:10:37.919 --> 00:10:41.240 somehow engaged in the content strategy is a really big win for the marketing team 151 00:10:41.240 --> 00:10:46.879 overall. The other thing that I was wondering about is the relationship between your 152 00:10:46.960 --> 00:10:50.240 video team and what you're building in the house and this team of writers that 153 00:10:50.320 --> 00:10:54.919 you have and how you're like how those teams play together, how they're working 154 00:10:54.919 --> 00:10:58.360 together. How do you think of that side of things? And and maybe 155 00:10:58.639 --> 00:11:01.799 you would you call it complimenting each other? Would you like? I just 156 00:11:01.840 --> 00:11:07.080 wonder what that looks like. Definitely complimentary and you know, they follow a 157 00:11:07.159 --> 00:11:11.879 very similar path, similar trajectory. At this point. Our video team is 158 00:11:13.200 --> 00:11:16.919 more or less catching up s c o wise to what our content team is 159 00:11:16.000 --> 00:11:20.360 established. So if anything, we're we're replicating a lot of the same material 160 00:11:20.519 --> 00:11:26.159 or same content that was in a blog post maybe written a year ago and 161 00:11:26.360 --> 00:11:28.919 creating it for a different channel where it's still just as useful, but you 162 00:11:28.960 --> 00:11:31.840 know, we're creating it in a different space where maybe people are looking forward 163 00:11:33.000 --> 00:11:37.200 on youtube versus just a regular Google search. So at some point those, 164 00:11:37.399 --> 00:11:41.559 once we do catch up more, the same post is going to be relevant 165 00:11:41.600 --> 00:11:43.639 for for both Um and, you know, maybe this video is going to 166 00:11:43.679 --> 00:11:46.840 be embedded in a blog and kind of give it more more life, and 167 00:11:46.840 --> 00:11:50.480 we do find, you know, people are going to hang around on your 168 00:11:50.720 --> 00:11:54.200 your blog longer if there's an embedded video. Right. There's like there's more 169 00:11:54.279 --> 00:11:58.360 benefits, I guess, just too to having that than than just creating content 170 00:11:58.399 --> 00:12:01.519 for the sake of creating content. But they very much work together. Even 171 00:12:01.000 --> 00:12:07.080 our content team produces the or rights, the descriptions and we have very detailed 172 00:12:07.080 --> 00:12:11.720 descriptions on our youtube page, which isn't nothing, you know, if if 173 00:12:11.759 --> 00:12:13.919 we're producing videos at the rate that we're producing videos, we have to spend 174 00:12:13.919 --> 00:12:18.720 a lot of time writing those descriptions. So our our content team is uh 175 00:12:20.000 --> 00:12:22.440 is working through those. So they do work very closely with each other and 176 00:12:22.799 --> 00:12:26.679 yeah, they're going to continue to work closely more and more. Okay, 177 00:12:26.720 --> 00:12:31.240 so for a team that may not have the capacity right now to just build 178 00:12:31.279 --> 00:12:35.679 out a total in house team, you still advocate for video. I'd assume 179 00:12:37.120 --> 00:12:39.960 there's definitely the bars getting like lower and lower. I don't mean that in 180 00:12:39.960 --> 00:12:46.080 like you shouldn't create excellent video, but barrier to entry has been drastically removed. 181 00:12:46.080 --> 00:12:50.080 I mean even shooting on your iphone like could get very decent quality. 182 00:12:50.120 --> 00:12:54.200 So I guess the question there would be like why do you see this being 183 00:12:54.240 --> 00:12:58.519 so important, like what are those key advantages that you're going this is what 184 00:12:58.559 --> 00:13:03.039 you can get from video that you can't quite get the same r o I 185 00:13:03.679 --> 00:13:09.240 or engagement in a certain way from written or maybe more traditional forms of content 186 00:13:09.360 --> 00:13:11.000 marketing. Yeah, I mean you touched on a great point. I think 187 00:13:11.000 --> 00:13:15.080 the important thing is just getting started and you don't need a lot of production. 188 00:13:15.120 --> 00:13:18.200 In fact, a lot of times people prefer when they're watching a video 189 00:13:18.240 --> 00:13:22.360 that it's more authentic if it's someone's iphone or there. You know, they 190 00:13:22.360 --> 00:13:26.279 don't feel like they're being sold to as much if, if there's fewer bells 191 00:13:26.279 --> 00:13:30.320 and whistles in the production quality. So there's really something to be said about 192 00:13:30.360 --> 00:13:33.440 that and it's really about the content or the message that you're delivering. But 193 00:13:33.480 --> 00:13:37.480 the main reason, of course, is your customers are, or your potential 194 00:13:37.480 --> 00:13:41.799 customers are, looking for video and and it's it's a medium that a lot 195 00:13:41.840 --> 00:13:46.799 of people prefer when they're searching for content or when they're searching for answers, 196 00:13:46.159 --> 00:13:50.080 and if you're able to provide an answer, you have to be there. 197 00:13:50.080 --> 00:13:54.080 I think it's it's really necessary and it's going to do wonders for your brands 198 00:13:54.200 --> 00:13:58.039 and create more visibility. And the way that you're talking about creating video. 199 00:13:58.720 --> 00:14:01.559 You know, if you don't have a big team or or equipment or anything 200 00:14:01.559 --> 00:14:05.120 else, is not that much of an investment at all. You know, 201 00:14:05.279 --> 00:14:09.919 I think if you have your talking points and everything else and all if all 202 00:14:09.960 --> 00:14:13.519 you have is an iphone and a good idea, you know, there's not 203 00:14:13.600 --> 00:14:16.879 much holding you back at that point. And you know, I think it's 204 00:14:16.960 --> 00:14:18.879 it's just a great you know, it's a great tool for all those things 205 00:14:20.080 --> 00:14:24.679 and also for your existing your existing customers, your existing clients, having that 206 00:14:24.759 --> 00:14:28.240 extra communication touchpoint is amazing. You know, whether it's for support or explaining 207 00:14:28.279 --> 00:14:33.080 a new product or, you know, some exciting news, recruiting, whatever 208 00:14:33.159 --> 00:14:37.759 the case. You know, it's just great to have that and create a 209 00:14:37.840 --> 00:14:41.600 system where, if you don't have a big team or or extensive agency, 210 00:14:41.960 --> 00:14:45.919 you know some sort of cadence where maybe you're doing this once every two weeks 211 00:14:46.000 --> 00:14:48.320 or once every every week or whatever you can manage. I think the important 212 00:14:48.320 --> 00:14:52.000 thing is just getting started. Yeah, let's talk about how you guys scaled 213 00:14:52.080 --> 00:14:56.159 video or how you thought about it. So at first, was it the 214 00:14:56.480 --> 00:14:58.799 like sort of those customer success type stories that you really wanted to document? 215 00:15:00.000 --> 00:15:03.759 Then that's why you brought in that that freelancer or what? What did it 216 00:15:03.799 --> 00:15:07.519 look like at first? And then, I guess, how did you prioritize 217 00:15:07.559 --> 00:15:09.919 what other types of big projects you wanted to take on? Yeah, you 218 00:15:09.919 --> 00:15:13.519 know, we we ran into the same or maybe I had the same epiphany 219 00:15:13.559 --> 00:15:20.559 with with video as we did with writing, where we hired the production skill 220 00:15:20.600 --> 00:15:26.480 set first without necessarily having a sense of the strategy, and it was always 221 00:15:26.480 --> 00:15:28.720 a mistake in thinking, oh, this videographer is just going to know what 222 00:15:28.840 --> 00:15:33.360 to shoot or this writer that we hired is going to know what to write. 223 00:15:33.759 --> 00:15:37.559 We have to realize that there's a strategy component and that's going to come 224 00:15:37.559 --> 00:15:41.919 from people who specialize and strategy. Yeah, that's a good point. Yeah, 225 00:15:41.960 --> 00:15:45.320 and that was key to scaling right. Like we we sat there with 226 00:15:46.039 --> 00:15:50.240 kind of a small and flexible video team, but we created videos that we 227 00:15:50.240 --> 00:15:52.080 thought were fun. We did them often, we did great case studies, 228 00:15:52.120 --> 00:15:56.000 we did email newsletters, but we didn't haven't necessarily a sense of we need 229 00:15:56.000 --> 00:16:00.000 a head in this direction because people are searching for this and this is going 230 00:16:00.039 --> 00:16:04.360 to help them find jot form this way. So once we looked in content 231 00:16:04.399 --> 00:16:08.720 strategy, it really really scaled from there. And then once the request started 232 00:16:08.720 --> 00:16:12.600 pouring in and we realized that we needed to build up a video to the 233 00:16:12.679 --> 00:16:18.200 hand the capabilities to produce all this, we started doing that and then that 234 00:16:18.320 --> 00:16:22.799 led to finding an agency to partner with two to handle some of the more 235 00:16:22.960 --> 00:16:26.960 like I was mentioning, less products, focused s c o pieces that were 236 00:16:26.960 --> 00:16:30.679 still relevant enough to jot form that we felt that they needed to be needed 237 00:16:30.720 --> 00:16:33.960 to be produced. But, yeah, scaling, there's really a matter of, 238 00:16:34.559 --> 00:16:41.200 yeah, dividing skill sets where where they're most needed, and for us 239 00:16:41.200 --> 00:16:45.240 that was realizing that the strategy needed to to come from from outside of the 240 00:16:45.679 --> 00:16:52.320 video team. Specifically and really help us out from from that standpoint with all 241 00:16:52.360 --> 00:16:56.080 the research. But define strategy for me for a second because, like there's, 242 00:16:56.120 --> 00:17:00.480 I think, an element that I'm seeing harped on more often. We're 243 00:17:00.519 --> 00:17:04.440 even doing some of this on Linkedin to get B Two B brand specifically to 244 00:17:04.480 --> 00:17:08.680 think about their unique P ov and like have that point of view really well 245 00:17:08.759 --> 00:17:12.480 documented, their brand story really well documented to where that's infused into the video 246 00:17:12.519 --> 00:17:17.200 content you're doing, the podcast content you're doing, any content marketing. Like, 247 00:17:17.440 --> 00:17:21.640 if you have that strategy in place from a from just a brand voice 248 00:17:21.640 --> 00:17:25.559 perspective, that's going to really inform your your teams that are working on this 249 00:17:25.640 --> 00:17:27.920 content. But there's obviously other pieces of strategy too that are involves. So 250 00:17:29.000 --> 00:17:30.839 just, I guess, define strategy for me. What all? What all 251 00:17:30.880 --> 00:17:34.599 do you mean there? For drap form, it's casting a very, very 252 00:17:34.599 --> 00:17:41.640 wide net and trying to make sure that we are searchable for hundreds of different 253 00:17:41.720 --> 00:17:47.039 use cases and ways that people might be looking or when the people are looking 254 00:17:47.039 --> 00:17:51.440 to solve a particular problem and they're going to youtube, that we are front 255 00:17:51.480 --> 00:17:55.519 and Center for them. And I'd say that we cast a wide net because 256 00:17:55.960 --> 00:18:00.759 we're sort of in a unique position as a an online form service where online 257 00:18:00.799 --> 00:18:04.240 forms are used for everything and by everyone, every single type of organization, 258 00:18:04.240 --> 00:18:11.079 whether it's a government or a major university or a tech startup to a you 259 00:18:11.119 --> 00:18:14.000 know, a person working out of their garage with with a laptop, you 260 00:18:14.039 --> 00:18:15.680 know, like kind of and everything in between. But that gives us a 261 00:18:15.680 --> 00:18:19.839 lot of opportunity for content. So, if you know, if you look 262 00:18:19.839 --> 00:18:23.319 at our our youtube page, we cover everything. You know, there's an 263 00:18:23.319 --> 00:18:30.839 animal shelter focus or a photographer focus or enterprise level focus. Um, and 264 00:18:30.880 --> 00:18:33.160 if, if we've if there's a use case out there that we want people 265 00:18:33.200 --> 00:18:37.519 to be using job form for, we want that to be visible on Youtube 266 00:18:37.519 --> 00:18:41.359 and our blog, and that's that's kind of the focus of the strategy and 267 00:18:41.480 --> 00:18:45.039 we're because we have the infrastructure now to mass produce. We don't really hold 268 00:18:45.039 --> 00:18:48.720 back. Yeah, yeah, I want so. Okay. So then, 269 00:18:48.799 --> 00:18:52.079 was it the strategy conversations early on, just thinking through topically, what are 270 00:18:52.119 --> 00:18:56.240 all these use cases that are available to us that we want to highlight? 271 00:18:56.640 --> 00:19:00.240 And because, and that's where you needed to translate it to the video team 272 00:19:00.279 --> 00:19:03.480 to like understand where they could take it. Story wise, it kind of 273 00:19:03.519 --> 00:19:08.000 went from the lowest hanging fruits early on to it's kind of branching out to 274 00:19:08.400 --> 00:19:11.920 more I don't want to say obscure use cases, but you know, lesser, 275 00:19:12.079 --> 00:19:15.960 lesser known or maybe lesser searched. Honestly, the first ones that we 276 00:19:15.960 --> 00:19:21.119 were doing were what is job form, how to use job form, how 277 00:19:21.160 --> 00:19:26.359 to use job form for registration, like really basic but impactful keywords. You 278 00:19:26.359 --> 00:19:30.400 know people actually who were searching for what is job form? Well, other 279 00:19:30.480 --> 00:19:34.440 people at first other companies were showing up, you know, first, second, 280 00:19:34.440 --> 00:19:37.240 third and fourth for what is job form? That we can't have. 281 00:19:37.319 --> 00:19:42.079 That obviously right. So and and evaluating this. There there was definitely a 282 00:19:42.160 --> 00:19:48.160 hierarchy of of importance of not only what's what's being highly searched, but what's 283 00:19:48.440 --> 00:19:52.279 most relevant to to our product and then, uh, you know, kind 284 00:19:52.319 --> 00:19:55.400 of kind of going down the list from there. Yep, I I know. 285 00:19:56.119 --> 00:19:59.079 For me, one of the things I would advocate the most for B 286 00:19:59.160 --> 00:20:03.759 two B marketers listening to this is to just evaluate your website and the content 287 00:20:03.799 --> 00:20:07.680 you're already producing, probably in a written form. That's what I come across 288 00:20:07.720 --> 00:20:11.079 the most often. That's answering the questions. Chad just mentioned about, like 289 00:20:11.119 --> 00:20:15.799 who you are, all those just make a video that reiterates that in a 290 00:20:15.799 --> 00:20:19.400 more personal way, and that's a great place to start. And especially like 291 00:20:19.440 --> 00:20:22.839 those types of who are we type of of things that you're gonna are gonna 292 00:20:22.880 --> 00:20:26.480 live on your site for a long time. That's where you should get your 293 00:20:26.480 --> 00:20:30.559 CEO involved. Again, it's like a starter pack of videos and then, 294 00:20:30.680 --> 00:20:33.759 yeah, branch out into use cases, branch out into some of these like 295 00:20:33.880 --> 00:20:37.319 we would advocate for podcasting. There's a million different things you can do with 296 00:20:37.440 --> 00:20:40.039 video, but that's a great place to start, which is kind of where 297 00:20:40.039 --> 00:20:42.039 we're gonna come up for air here at the end chat. Is just to 298 00:20:42.039 --> 00:20:47.039 to go. What's an action item and obviously where we have marketers all across 299 00:20:47.039 --> 00:20:49.079 the board, some that are executing at a super high level when it comes 300 00:20:49.079 --> 00:20:52.920 to video and others that are going to be like all right, well, 301 00:20:52.920 --> 00:20:56.119 we're dipping our toes in right now, but we don't necessarily have this full 302 00:20:56.119 --> 00:21:00.519 blown strategy. So, if you think of important things in your time really 303 00:21:00.559 --> 00:21:03.599 building out this video content strategy, what have been like those vital things that 304 00:21:03.640 --> 00:21:07.680 you want to reiterate and and and maybe give us some action items? Yeah, 305 00:21:07.720 --> 00:21:11.200 well, I think you actually just touched on the biggest action item and 306 00:21:11.200 --> 00:21:15.279 that if you have those low hanging fruit videos, those basic like what is 307 00:21:15.279 --> 00:21:18.599 your company, do that sooner than later. We we we sort of worked 308 00:21:19.039 --> 00:21:22.839 and inverse where we did that later on and I'm kicking myself that we didn't 309 00:21:22.839 --> 00:21:29.119 have that video or those videos live sooner because the moment we we produced to 310 00:21:29.160 --> 00:21:33.079 them or in the months that followed, they've become our highest traffic videos by 311 00:21:33.119 --> 00:21:37.680 far and then you get comments every week and they're incredibly valuable and they're incredibly 312 00:21:37.720 --> 00:21:41.440 valuable to people who are, you know, perspective users, a job form, 313 00:21:41.480 --> 00:21:44.519 to people who just signed up, to people who are searching for it, 314 00:21:44.960 --> 00:21:47.720 Um, whatever the case is. Uh, that's key. But the 315 00:21:47.759 --> 00:21:52.160 biggest action item also is just get started. It's not as scary as as 316 00:21:52.200 --> 00:21:55.440 as you think you're going to get more comfortable with it and in the process 317 00:21:55.440 --> 00:21:57.839 of it or being in front of camera yourself over time, but the important 318 00:21:57.880 --> 00:22:02.119 thing is to, you know, just take that, take that plunge and 319 00:22:02.160 --> 00:22:06.440 then deploy the same methodology that you do for s c o, that you 320 00:22:06.640 --> 00:22:08.960 would have on your on your your own website or your blog. You have 321 00:22:10.039 --> 00:22:12.599 a sense of what your keywords are or what's important for your business or what's 322 00:22:12.599 --> 00:22:18.079 going to generate interests. Put those those same strategies to to mind for for 323 00:22:18.240 --> 00:22:22.000 video works just the same. Yeah, last question here is just as you 324 00:22:22.039 --> 00:22:26.920 look at the impact that video has had on your marketing and those that are 325 00:22:26.920 --> 00:22:30.519 engaging with it, what kind of like like are there? Is there a 326 00:22:30.599 --> 00:22:33.519 story that you would want to highlight that's like, man, this shows how 327 00:22:33.640 --> 00:22:37.920 useful video has been for us. I'd love to hear just the impact that 328 00:22:37.960 --> 00:22:41.799 it's made. Yeah, well, there's impact that's easy to measure and this 329 00:22:41.960 --> 00:22:45.519 impact that's a little more difficult to measure. But from a base level, 330 00:22:45.720 --> 00:22:51.799 our video team created this great chart on our last quarterly marketing meeting where basically 331 00:22:51.839 --> 00:22:55.880 they're showing a curve of sign ups that are coming directly from our youtube page, 332 00:22:56.599 --> 00:23:00.160 and it's it's significant and it coincides exactly what, uh, you know, 333 00:23:00.200 --> 00:23:03.960 the production that we're putting in videos and more more videos we produced, 334 00:23:03.960 --> 00:23:07.519 the more sign ups that we're getting. So that's key, you know. 335 00:23:07.799 --> 00:23:10.599 But there are there are other things that are a little more difficult to measure, 336 00:23:10.640 --> 00:23:14.119 you know, with the value that people are getting when they're on our 337 00:23:14.160 --> 00:23:18.359 site and there's they're viewing an embedded video. You know the product learning that 338 00:23:18.359 --> 00:23:22.799 they're getting from it. If we're putting out a case study or an email 339 00:23:22.319 --> 00:23:26.480 or a video newsletter into one of our emails, there's a lot of discovery 340 00:23:26.680 --> 00:23:30.720 and and product learning. That's not necessarily something that people are going to measure 341 00:23:30.759 --> 00:23:34.039 right after that, but we think it's incredibly helpful and we can just tell 342 00:23:34.079 --> 00:23:37.759 that from the engagement that we're getting from the videos themselves. And then you 343 00:23:37.799 --> 00:23:41.640 know the fact that our youtube channel has has grown. You know, it 344 00:23:41.759 --> 00:23:45.400 was it was not substantial before we started creating more videos and now I don't 345 00:23:45.400 --> 00:23:49.839 know where we are exactly, twenty four or twenty subscribers. It's not that 346 00:23:49.920 --> 00:23:53.400 it's needs it and we we're just we're just a little SAS company with an 347 00:23:53.400 --> 00:23:59.559 online form service. So it's not we're not some influencer or anything like that. 348 00:24:00.359 --> 00:24:03.279 Now that's good, but people obviously enjoy the content and that's that's very 349 00:24:03.359 --> 00:24:06.599 validating. Love it well. Thanks for breaking this down for us. Chat. 350 00:24:06.640 --> 00:24:10.519 I know this is a good challenge for some teams to just like hey, 351 00:24:10.920 --> 00:24:14.000 we need you need to get serious about this, think about content in 352 00:24:14.000 --> 00:24:18.440 in the new format right. It's not just blogs and in this old way 353 00:24:18.480 --> 00:24:22.599 of thinking. But there's so much that that this can enhance in your strategy. 354 00:24:22.640 --> 00:24:25.519 So you want to really lock in on it for people that want to 355 00:24:25.519 --> 00:24:29.039 stay connected to you. And so to jot form. Just tell us real 356 00:24:29.079 --> 00:24:30.400 quick what's the best way to do those things? Well, jot form is 357 00:24:30.480 --> 00:24:34.599 very easy to uh, to try for yourself. It's it's completely free. 358 00:24:34.599 --> 00:24:37.839 It takes twelve seconds to sign up. Just JOP THEM DOT COM. You 359 00:24:37.880 --> 00:24:41.680 can find me all over the jot form blog, but Awestul, feel free 360 00:24:41.720 --> 00:24:45.799 to find me on Linkedin and there's a lot of Chad reads out there. 361 00:24:45.799 --> 00:24:48.519 I'm usually first or second. I'm very fair proud of of how easy I 362 00:24:48.599 --> 00:24:52.759 am to find there, so feel free to reach out perfect well, thanks 363 00:24:52.759 --> 00:24:55.480 for stopping by B two B growth. Man, this has been a really 364 00:24:55.480 --> 00:24:59.640 great conversation. Yeah, thanks, appreciative. Benjie. Hey, for everybody 365 00:24:59.680 --> 00:25:02.359 listening that is maybe new to the show, maybe this is the first time 366 00:25:02.440 --> 00:25:04.920 checking out B two B growth. Thanks for stopping by and if you would 367 00:25:04.960 --> 00:25:07.559 follow the show, then you'll never miss a future episode. We want to 368 00:25:08.039 --> 00:25:12.680 be the ones to help you continue to grow and innovate in the marketing efforts 369 00:25:12.680 --> 00:25:17.279 that that you're putting forth. So you can also connect with me on Linkedin. 370 00:25:17.400 --> 00:25:19.400 Just search Benji block and that would love to chat with you about marketing 371 00:25:19.480 --> 00:25:22.720 business life over there. Keep doing work that matters. We'll be back real 372 00:25:22.799 --> 00:25:38.759 soon with another episode. If you enjoy today's show, hit subscribe for more 373 00:25:38.880 --> 00:25:42.400 marketing goodness. 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