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1/ At Wistia, we believe that the B2B companies of the future are going to look a lot like media companies.
With today's launch of Channels, we're making our first big bet in that direction. We're very excited about it—here are some thoughts on why.
wistia.com/learn/product-…
With today's launch of Channels, we're making our first big bet in that direction. We're very excited about it—here are some thoughts on why.
wistia.com/learn/product-…
2/ Why media companies?
Because renting your audience via Facebook, Google et al. isn't sustainable, and the "if you build it, they will come" approach isn't effective. People have more options than ever for entertainment.
We need to adapt.
wistia.com/learn/marketin…
Because renting your audience via Facebook, Google et al. isn't sustainable, and the "if you build it, they will come" approach isn't effective. People have more options than ever for entertainment.
We need to adapt.
wistia.com/learn/marketin…
3/ If you really want to get your brand out there, you need to create content that can compete with all those other options: content your audience is actively going to choose over Netflix, HBO, Twitch, true crime podcasts, Twitter, Facebook, etc.
savagethoughts.com/market-where-y…
savagethoughts.com/market-where-y…
4/ Making content that can compete with media requires thinking about your marketing the way media companies do.
Great media companies don't think "How do we get more eyeballs?"
They think, "How are we going to get people to come back to us and subscribe?"
Great media companies don't think "How do we get more eyeballs?"
They think, "How are we going to get people to come back to us and subscribe?"
5/ Getting people to want to subscribe to your company's content marketing requires making something that's both valuable and episodic.
@mailchimp, @invisionapp, and @profitwell are doing a great job of this today.
If your content just hawks your product, it will fail.
@mailchimp, @invisionapp, and @profitwell are doing a great job of this today.
If your content just hawks your product, it will fail.
6/ Imagine a show on Netflix just about how great Netflix is.
That's the way that most companies are doing content marketing today.
That's the way that most companies are doing content marketing today.
7/ Fortunately, marketing like a media company isn't that difficult.
The key is that you have to think first and foremost about creating something entertaining, something of value, something that will make people want to talk and share your stuff with their friends.
The key is that you have to think first and foremost about creating something entertaining, something of value, something that will make people want to talk and share your stuff with their friends.
8/ You don't have to boil the ocean.
To start, identify one slice of your audience—like "guitar owners"—you want to reach.
Then, work on creating a concept—like "DIY repair videos"—that you know can keep that group coming back over and over again. To your site.
To start, identify one slice of your audience—like "guitar owners"—you want to reach.
Then, work on creating a concept—like "DIY repair videos"—that you know can keep that group coming back over and over again. To your site.
9/ This is important. Today, it's more urgent than ever that your content doesn't just lead people further down a Facebook/YouTube rabbit hole.
With Channels, you control the experience. You can give people a great viewing experience on your site.
With Channels, you control the experience. You can give people a great viewing experience on your site.
10/ Channels is about helping you not just put your videos on your site, but present them in a streamlined, cinema-quality, professional-looking manner. Less like a page of marketing videos, more like a hit web series.
Like your company's very own TV show.
Like your company's very own TV show.
