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Beyond Conversions: Your Episodic Content Playbook for Holding Customer Attention, Not Just Capturing It

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Pete Von Burchard
VP of Sales at Wistia
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Beyond Conversions: Your Episodic Content Playbook for Holding Customer Attention, Not Just Capturing It
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About speaker

Pete Von Burchard
VP of Sales at Wistia

Peter is a SaaS sales executive with over 10 years of Sales and Sales Leadership experience. He is a firm believer that the role of sales, especially in a SaaS business model, is to eliminate barriers to success for the customer and to establish a long term partnership based on trust. Peter is the VP of Sales at Wistia and prior to that was the Director of Sales at Oz Development, which was acquired by Descartes Systems Group.

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About the talk

Track: Product Track

It’s easy to get carried away with conversions - to shoot from the hip, to go right for the sale.  The trouble is, that strategy rarely works. You wouldn’t take seriously the guy at a party who only talks himself up, would you? As a marketer, you have to deliver value too. And Peter Von Burchard, VP of Sales at Wistia, knows just how to do it. He’s going to give you his personal episodic content playbook - including actionable tactics for formats ranging from videos to podcasts - so you can not just attract customers and convert them, but engage and retain them long-term as well.

00:04 Introduction

01:12 Brand case studies

02:22 Why are they using content?

04:45 The future of brand marketing

05:19 What is Brand Marketing?

07:52 Consumer behaviour and expectations

09:01 Brand awareness vs Brand affinity

10:50 Mailchimp case study

12:44 How to build brand affinity ?

13:10 Find your niche

16:32 Create binge-worthy content

20:02 A new trend in brand marketing

21:03 Market like a media company

25:05 To wrap up

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So again my name is Pete. 00:04 I'm the head of sales at Wistia and for those who aren't familiar with us, 00:04 we are a video software platform, 00:11 so we try to help you as video and content creators. 00:14 Create sort of memorable memorable experiences for your customers online and as a video company you know, 00:18 we sort of go back and forth. 00:25 Are we a software company? 00:27 Are we a video company? 00:27

Are we a creative team because we spent a lot of time talking about content, 00:27 creating fun content? 00:34 And we spend a lot of time sort of drooling over brands that we have, 00:34 like Brandon V and so we're always talking about sharing content talking about what folks are doing. 00:40 And so I wanted to start today and just go through what I think are some of the best. 00:46

Sort of some B2C some B2B brands out there and kind of what they're doing, 00:50 and why they're doing it. 00:54 'cause I think some of these brands are sort of the tell tale for what's going on within sort of the digital marketing 00:56 environment and then I want to sort of leave you guys with a playbook for what to do moving forward when it comes to content. 01:03 And video. 01:10 So Red Bull is one of those examples, 01:10 Red Bull is an energy drink company. 01:14

This is sugar water. 01:16 An and somehow these guys have established themselves as like the Top content creation company for adventure sports and this started with. 01:16 Sort of like crazy tricks, people jumping off platforms things like that, 01:29 and it's evolved to snowboarding to mountain biking. 01:33 Things like that, these guys have created essentially a network at this point of shows podcasts movies all around sort of adventure and extreme sports. 01:36

None of which actually sells their product. 01:47 You know athletes don't really drink Red Bull that much, 01:50 and so I think it's just one of these trends that we're seeing. 01:53 And this content is really great. 01:56 Patagonia is another great example that we are just gushing over all the time and Patagonia 01:59

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