Teaming up with the team at Convince & Convert, Vidyard’s VP of Marketing Tyler Lessard hosts the Content Pros Podcast. Then from that core piece of content, we’re actually going to cascade derivative content, so every blog post, every whiteboard Wednesday, all of our smaller pieces are going to follow up on that main theme for the month. It’s about producing something incredibly, incredibly compelling and so we want to actually lead people down that journey. This is something that we do primarily through our video strategy, but a lot of it involves not gating content that shouldn’t be gated, producing things that people actually want to watch or actually want to interact with and really investing the time in thinking through what you’re going to say and what value it’s going to give to the end customer. When we’re thinking about account-based marketing, aside from understanding who we want to talk to and building target lists and all of that really pre-marketing stuff, we’re intensely focused on creating content that people actually want to read and is going to give them value immediately. One thing we do is we’ll really seek to understand our prospect’s business. That’s kind of easy to do because we’ll actually look at what industries and what competitors and what groups of companies are good for us until we understand really what the problems of that industry are. Then we’ll dive into that specific company, see how they’re interacting with the macro themes and we’ll create the content from there. We’ll go ahead and we’ll send that out across a variety of outbound channels, email, direct mail, digital, even retargeting and also dynamic content on our website.
Teaming up with the team at Convince & Convert, Vidyard’s VP of Marketing Tyler Lessard hosts the Content Pros Podcast. For this week’s episode, Tyler is joined by Travis Bickham, VP of Marketing at Concord, to discuss how a focus on quality and providing the Netflix experience is turning heads in a crowded marketplace. Check out the full podcast:
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Here are a few of our favorite moments:
Ho are you approaching your content strategy and what are some of the tools that you’re trying to put in place to help yourselves stand out and compete in this market where content can’t just be good, it has to be great?
There are a few things we’re doing there. I think one is speaking to the organizational side of it. How do you organize your team and how do you organize the structure of your content? I’m a pretty firm believer in what I would call the content pyramid, which I think keeps you honest in your content creation and also keeps your content very clear and focused. The way we do that is we’re actually rolling out one new piece of highly curated, intensely focused content every month. Think something along the lines of the original Marketo essential guides, but specific to your industry and really answering a question that you might pay a consultant to come in and answer for you. We see so many of our customers going through similar things, and I’m sure other companies do too, that we have a unique perspective that a company on the inside that’s really looking in their silo might not. We want to give that knowledge to all of our prospects and all of our customers and really go ahead and hand them something of value right out the gates. We create that core piece of content every month. It could be something like a 30-page e-book, could be a really well thought out interview. It could even be a podcast. Then from that core piece of content, we’re actually going to cascade derivative content, so every blog post, every whiteboard Wednesday, all of our smaller pieces are going to follow up on that main theme for the month. Then from there, we have microcontent, so think social, an email from a salesperson, anything like that. It’s all going to go back to that main theme, much the way you would watch something like 60 minutes and it would…
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