Every Friday we share one non-obvious insight from your favorite creators in our newsletter.
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:  ...

The player is loading ...
B2B Growth
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:  
If you’re hiring, you need Indeed.
Sign up and get a $75 credit to sponsor your first job for better visibility, more applications and quicker hiring times. Stay in control with payment billing options, no long term contracts, pay for only what you need and pause spending at any time.* 
Claim Your Credit  
*Sponsored Job credit offers available only for new U.S. accounts posting a job that expires one year after account creation. Upon expiration of credits, users are charged based on their Sponsored Job budget. Terms, conditions, and quality standards apply.
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. And if you really enjoy today's show, take a second to 374 00:25:42.519 --> 00:25:47.559 rate and review the podcast on the platform you're listening to it on right now. 375 00:25:47.720 --> 00:25:51.720 If you really really enjoyed this episode, share the love by texting it 376 00:25:51.759 --> 00:25:55.480 to a friend who would find it insightful. Thanks for listening and thanks for sharing.