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.