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A couple years ago, we spent $2 million on an ad campaign for Wistia.
We went big: web ads, NPR, billboards.
It was one of the most expensive mistakes we’ve ever made.
We went big: web ads, NPR, billboards.
It was one of the most expensive mistakes we’ve ever made.
That campaign got us 43 million “impressions”.
It got us no more traffic, however, than one relatively successful post on our blog.
Two lessons we learned then have guided us ever since.
It got us no more traffic, however, than one relatively successful post on our blog.
Two lessons we learned then have guided us ever since.
1. The number of impressions does not equal the number of people impressed.
2. Awareness is not enough to grow your business.
2. Awareness is not enough to grow your business.
Patagonia, Red Bull, MailChimp: these are great brands.
They’re not built on people being aware of them. They’re built on people caring about them, and watching their content, and advocating for them.
They’re not built on people being aware of them. They’re built on people caring about them, and watching their content, and advocating for them.
They’re built on affinity: the collected emotional byproduct of thousands of interactions with a company’s brand, marketing, and products.
Creating affinity with your customers is the core of Brand Affinity Marketing.
wistia.com/learn/marketin…
Creating affinity with your customers is the core of Brand Affinity Marketing.
wistia.com/learn/marketin…
Brand Affinity Marketing isn’t a growth hack.
It’s about relationships, and relationships require time.
To get people to spend time with your brand, you need to give them content worth spending time with.
It’s about relationships, and relationships require time.
To get people to spend time with your brand, you need to give them content worth spending time with.
Most of our digital advertising tools are built on minimizing the time people spend with us—on getting them from hearing about us to becoming a customer as rapidly as possible.
If you want to build a relationship, that’s completely counter-productive.
If you want to build a relationship, that’s completely counter-productive.
Most content is designed to solve people’s problems. That’s useful, but it’s also not going to help build a relationship.
Relationship-building happens through binge-worthy content.
Relationship-building happens through binge-worthy content.
No one out there is better at this than media companies.
Look at how NBC distributes a single episode of The Good Place. They run a trailer on social, cross-promote on other NBC properties, follow up with cast appearances on morning & night shows, and make highlight clips.
Look at how NBC distributes a single episode of The Good Place. They run a trailer on social, cross-promote on other NBC properties, follow up with cast appearances on morning & night shows, and make highlight clips.
Everything media companies do is designed to get you spending as much time as possible with their content.
How do B2B content marketers promote their content? Most of the time, with an email, a tweet, and a Facebook post.
At most.
How do B2B content marketers promote their content? Most of the time, with an email, a tweet, and a Facebook post.
At most.
Most B2B content, to be fair, isn’t designed to be binged.
With One, Ten, One Hundred, we decided to change that.
The result? People spent more time with it in its first two months than had been spent over every single Wistia marketing activity in 2018.
With One, Ten, One Hundred, we decided to change that.
The result? People spent more time with it in its first two months than had been spent over every single Wistia marketing activity in 2018.
One, Ten, One Hundred taught us that it is possible to make content designed to entertain and engage, rather than just educate, a B2B audience.
People want to watch it, and by extension, spend time with our brand.
It’s been by far our most successful piece of marketing ever.
People want to watch it, and by extension, spend time with our brand.
It’s been by far our most successful piece of marketing ever.
After One, Ten, One Hundred, we started our own talk show: Brandwagon.
Over the next months and years, under the just-launched Wistia Studios, we’ll be making even more original content.
wistia.com/series/brandwa…
Over the next months and years, under the just-launched Wistia Studios, we’ll be making even more original content.
wistia.com/series/brandwa…
We believe Brand Affinity Marketing is the future, and original content is the way there.
Every B2B company will make their own original content, and every B2B company will have a Studio.
Every B2B company will make their own original content, and every B2B company will have a Studio.
On the Wistia product side, we’ve revamped a bunch of features to help you craft more binge-worthy content. And released a Brand Affinity Playbook, as well as a Slack group for you to share your learnings and meet other marketers making original content:
wi.st/newwistia
wi.st/newwistia
There’s a lot more to come here.
Our focus, in the months and years to come, will be helping our customers win with Brand Affinity Marketing.
Until then: change the channel.
wistia.com/events/change-…
Our focus, in the months and years to come, will be helping our customers win with Brand Affinity Marketing.
Until then: change the channel.
wistia.com/events/change-…
