Developing a Full Funnel Video Marketing Strategy
Summary
TLDRIn this insightful discussion, Darren Suffolk is joined by Robin Showers and Katie Parks to explore the evolving landscape of video marketing and content strategy. They delve into the importance of storytelling and the need to rethink the traditional marketing funnel in light of changing consumer behaviors and technological advancements. The conversation highlights the power of video content in capturing attention, the challenges of creating resonant stories in a competitive market, and the strategic repurposing of content across various platforms to maximize impact.
Takeaways
- 🌟 The importance of video marketing is rising, with its ability to impact audiences becoming increasingly significant.
- 🎥 A full-service production offering can be accessed modularly or as an end-to-end solution, depending on the needs.
- 🚀 Content marketing is at an inflection point, with changes in technology and media consumption reshaping the landscape.
- 📉 Attention spans are decreasing due to the 'tick tockification' of content, with screen time dropping from 2.5 minutes to as little as 47 seconds on average.
- 🔍 The way people search for information is shifting, with platforms like Instagram and chatbots being used for recommendations and inquiries.
- 🤖 The economy and AI tools are changing the speed at which content is created and the approach to marketing.
- 📈 The bar for content quality has risen significantly, requiring marketers to produce more compelling and high-quality narratives.
- 🔄 Repurposing content is crucial, but it should be done with intention and purpose, not just as a shortcut.
- 🎬 Video content should be prioritized as much as written content, with a 'video-first' mindset necessary for effective storytelling in the current market.
- 📊 The traditional marketing funnel is no longer linear, and a holistic approach to storytelling across all stages of the customer journey is essential.
Q & A
How has the role of video marketing evolved according to Darren Suffolk?
-Darren Suffolk has observed the rising importance of video marketing and its increasing ability to impact audiences, which makes the session they are part of more compelling. He sees video marketing as a crucial tool for reaching and resonating with audiences in a way that traditional marketing methods may not be able to achieve.
What does Robin Showers specialize in?
-Robin Showers is a strategic content marketing leader with a focus on new content formats, building long-term programs, and creating surprising brand moments. She has over a decade of experience creating social and search-first content strategies for SaaS brands like Vimeo and HubSpot.
How has the attention span of the average screen time changed over the years?
-The average screen time per participant has decreased over the years. In 2004, it was around two and a half minutes, by 2012 it dropped to just 75 seconds, and more recently, it's as little as 47 seconds on average. This indicates a trend towards shorter attention spans and a need for content creators to capture attention quickly.
What is the significance of the Creator economy and AI in content marketing?
-The Creator economy and AI are driving a significant shift in content marketing. They are changing the ways in which media is consumed and how marketers reach their audiences. This has led to a need for content marketers to rethink their strategies and adapt to these changes in order to remain effective.
How has the perception of Vimeo evolved over time?
-Vimeo started as a platform primarily for filmmakers to showcase their work and has evolved into a comprehensive video experience platform. It has expanded its offerings to include a range of tools for content creation, repurposing, and hosting, making it a versatile platform for marketers and video professionals.
What is the importance of storytelling in video content, as emphasized by Katie Parks?
-Katie Parks highlights the importance of storytelling in video content as a means to engage and retain the attention of viewers. By telling a compelling story, brands can create a human connection and emotional investment with their audience, which can lead to higher engagement and a more memorable brand experience.
How does repurposing content play a role in a content marketing strategy?
-Repurposing content is a strategic approach to maximizing the value of the resources invested in creating original content. By adapting and reusing content across different formats and platforms, marketers can extend the reach and impact of their messages, ensuring that the content serves multiple purposes and engages with audiences at various stages of the funnel.
What are some challenges in repurposing video content?
-While repurposing video content can be efficient, it is not always easy. It requires a thoughtful approach to adapt the original content to fit different formats and platforms without losing the essence of the message. This may involve reworking the content to include different visuals, editing for length, or adjusting the narrative to suit the context of the new medium.
How does the concept of a 'funnel' need to be rethought in light of changes in content marketing?
-The traditional, linear funnel model is no longer sufficient for the complex and multi-channel consumer journeys of today. Marketers need to adopt a more fluid and dynamic approach to the funnel, recognizing that customers may enter and exit at various points and consume content in non-linear ways. This requires a more integrated and cohesive storytelling strategy across all touchpoints.
What is the significance of the 'top of the funnel' in content marketing?
-The top of the funnel is critical for building brand awareness and attracting potential customers. It involves creating content that captures attention, sparks interest, and introduces the brand or product in a compelling way. Effective top-of-funnel content sets the stage for potential customers to engage further with the brand and move down the funnel.
How can brands ensure their video content stands out in a crowded digital landscape?
-To stand out, brands must focus on creating high-quality, engaging, and authentic content that resonates with their audience. This includes developing a strong point of view, leveraging storytelling effectively, and ensuring that the content is tailored to the preferences and needs of the target audience. Additionally, strategic repurposing of content across different platforms can help increase visibility and reach.
Outlines
🎤 Introduction and Importance of Video Marketing
The speaker, Darren Suffolk, introduces the session and emphasizes the rising importance of video marketing. He expresses gratitude to previous speakers and encourages the audience to engage through tweets and questions. Darren, the creative director for video services at Super Side, highlights the modular and end-to-end production solutions his team offers. He sets the stage for the discussion on scaling video strategy effectively, introducing the guests, Robin Showers and Katie Parks, who bring expertise in content marketing and video production.
📺 Evolution of Content Marketing and Current Trends
Robin Showers discusses the evolution of content marketing, from Ben Franklin's Almanac to modern digital platforms, emphasizing the role of technology in shaping content strategies. She notes the decrease in attention spans due to screen time and the shift in information search methods, including the use of social media and分散的 search platforms. Robin also highlights the impact of AI and the creator economy on content consumption, stressing the need to rethink the marketing funnel and video campaigns in light of these changes.
🌐 Rethinking the Content Marketing Funnel
Katie Parks and Robin Showers delve into the need to rethink the traditional content marketing funnel due to the changing customer journey. They argue that the linear approach is no longer effective and that storytelling across the entire funnel is crucial. The speakers discuss the importance of creating high-quality, engaging content that resonates with the audience and the challenge of standing out in a noisy digital landscape. They also touch on the potential of AI in content creation and the need to balance technology with the creation of valuable, resonant content.
🎥 Vimeo's Campaign: Raising Brand Awareness and Leveraging Video
The speakers present a case study of Vimeo's year-long marketing campaign aimed at raising brand awareness and changing audience perception. The campaign uses a Technicolor, animation-rich video to communicate Vimeo's value proposition: helping people create and repurpose videos at scale, and using video everywhere with consolidated reporting. They discuss the creation of various video formats for different stages of the funnel, including social media cuts, monthly event series, and product videos, all cohesively designed to reinforce the campaign's core message.
🛍️ Shopify Plus Campaign: Telling a Compelling Platform Story
Katie Parks shares the strategy behind Shopify Plus's video campaign, which targeted enterprise e-commerce brands. The campaign consisted of three distinct videos for the top, middle, and bottom of the funnel. The top-of-funnel video used existing customer footage to quickly communicate the brand message. The middle-of-funnel video was a product explainer, showcasing the product in various customer scenarios. The bottom-of-the-funnel video was an in-depth platform demo, initially gated for lead generation but later ungated on YouTube to own the product narrative. Katie emphasizes the importance of linking each video to guide the customer journey.
🌟 SEMrush's Emotional Storytelling and Content Repurposing
The speakers discuss SEMrush's campaign featuring Gabby, a DJ and SEO professional, as an example of effective emotional storytelling. The campaign created a series of hero videos and repurposed the content across various platforms and languages. The focus on Gabby's story, combined with a strong point of view and high production value, resulted in four times the typical performance for that stage of the funnel. The speakers highlight the power of a good story in engaging audiences and the importance of repurposing content to maximize its impact.
🤔 Final Takeaways and Audience Q&A
The speakers conclude the session with final takeaways and answers to audience questions. They emphasize the importance of starting with a core message and building a strong through line throughout the content. The speakers also discuss the role of story in tolerating longer content and the need for compelling narratives that engage audiences. They agree on the value of repurposing content and the potential for longer-form content when storytelling is effectively executed. The session ends with expressions of gratitude and encouragement for continued engagement and learning.
Mindmap
Keywords
💡Content Marketing
💡Video Marketing
💡Marketing Funnel
💡Attention Span
💡SEO (Search Engine Optimization)
💡Creator Economy
💡Repurpose Content
💡Brand Moments
💡Customer Journey
💡Storytelling
Highlights
The importance of video marketing and its increasing ability to impact audiences is a key focus of the session.
The session aims to address the challenge of scaling video strategy to serve the funnel from a creative perspective.
Content marketing is undergoing an inflection point, necessitating a rethinking of the traditional marketing funnel.
The rise of the Creator economy, AI, and the decentralization of media consumption are driving changes in content marketing.
Attention spans have decreased over time due to screen time, with average screen time per participant dropping to 47 seconds.
The way people look for information has shifted, with search being decentralized and platforms like Instagram and chatbots being used for recommendations.
The quality bar for content has risen significantly, requiring marketers to produce high-quality, compelling narratives.
The challenge for content marketers is to create resonant content that makes audiences care, rather than producing subpar content using AI.
The customer journey is no longer linear, and storytelling across the funnel is crucial for brands to capture audience attention.
Repurposing content is essential, but it requires intention and creativity to adapt the content for different formats and platforms.
Vimeo's campaign aimed to change audience perception by showcasing the platform's tools for content creation and repurposing.
Shopify Plus's video strategy involved creating distinct videos for each stage of the funnel, telling an overarching platform story.
SEMRush's campaign focused on emotive storytelling, showcasing a DJ's life and how SEMRush helps her achieve her goals.
The key to successful video content is having a strong core message that resonates across all stages of the funnel and platforms.
Good storytelling can increase engagement and viewers' willingness to spend more time with the content.
Transcripts
[Music]
thank you
hey everybody hello hello
thank you uh thank you so much for
joining us I hope you all enjoyed the
previous session as much as I did
um and a huge thank you to all the great
speakers that we've had so far make sure
you stick around because there's plenty
more coming uh I'm Darren Suffolk the
amazing Darren suffolkest Phil Monica me
I mean I don't get that too often but
I'll take it
um I'm the creative director for video
Services here at superside and uh we
have a full service production offering
here as I'm sure you're well aware which
can be accessed as a modular uh you know
way or as an end-to-end production
solution and throughout my career
I've seen the rising importance of video
and marketing and its increasing ability
to impact audiences
um which makes this session we're about
to have you know all the more compelling
and I'm really excited to be to be
joined by such great guests
um before we actually get into the
content just a quick reminder to tweet
about what you're learning and make sure
to tag Super Side we've got some cool
prizes to give away so
um don't miss out and remember to submit
any questions using the Q a function and
we'll try our hardest to answer them
before the end of the session I know uh
some of the questions that Phil pose to
the guys from our audience were really
fantastic in the uh in the session we've
just watched
um now that the admin's out of the way
I'll get us started um as a creative
director with emotion specialist and the
idea of scaling video strategy to server
for funnel it's it's a puzzle that I'm
constantly trying to unpick and
constantly trying to solve from a
creative perspective so I'm really
excited to give our audience the
opportunity to hear from you know two
proper thought leaders in the space so
I'll give them quick introductions and
then I won't uh won't hold them up any
longer
um first of all Robin showers um a
strategic content marketing leader
currently heading up content at Vimeo
and the world's most Innovative video
experience platform if you're a marketer
or a video Pro you'll already be well
acquainted with their fantastic offering
which empowers everyone to create high
quality video experiences to bring ideas
to life
uh Vimeo is also a partner for this
event so big shout out to those guys
um Robin spent more than a decade
creating social and search first content
strategies for
um saas Brands like Vimeo and HubSpot
she's obsessed with new content formats
building long-term programs and creating
surprising brand moments
um she once got a SAS Company retweeted
by Lady Gaga which obviously is a is a
serious serious Flex so hi Robin thank
you so much for joining us
um and our second speaker Katie Parks is
a creative content marketing leader
who's got a lot of experience building
video teams and successful video
production
um she was most recently head of video
marketing at Shopify where she led a
team to produce a strategists and
external Partners in creating some of
the best e-commerce video content on the
internet I'm sure we all have seen it at
some point or another
um and she's a creative leader a film
producer a brand marketer with
experience from around the world she's
passionate about storytelling video and
the future and so I'll welcome these uh
two wonderful ladies we're really
excited to learn from you and I think um
we've got the presentation teed up so
I'll pass it over to you take it away
sounds good awesome
um and I do feel like you know Darren
you said that you're going through this
creative challenge of how to scale and I
feel like we're all kind of learning in
public here so hopefully we get some
great questions and we can yeah we can
talk through it
um if we can go to the next one very
exciting I think we have a quick agenda
um so we have really this presentation
is in three different sections so we're
going to talk a little bit about how we
see there is sort of an inflection point
in content marketing right now um and
really in marketing as a whole but we're
focusing on content marketing for this
session uh because of that step change
because of that inflection point we
Katie and I both feel like we need to
rethink the funnel and Katie's gonna
walk us through what we mean by that um
how to rethink it and then we've put
together three full funnel video
campaigns that kind of illustrate this
um how to rethink the funnel and how to
use video throughout that entire
campaign so hopefully you guys learned
something really excited to chat with
you all today we can go to the next
slide yeah that marketing is to changing
um I never do that well
um one of my favorite things about
content marketing is that content
marketing is older than content
marketing uh if we go to the next slide
as long as there has been media that
people want to consume and businesses
who want to sell things to those people
there have been Innovative folks
connecting the dots between those two
things so if you go all the way back to
the 1700s the 1800s you have Ben
Franklin launching Poor Richard's
Almanac which is actually just basically
a Content marketing program selling uh
his printing press to people
um the very first soap opera was
actually on radio and it was Procter and
Gamble selling you guessed it soap
um to Housewives listening to radio
shows
um and then actually uh later on Procter
and Gamble or no never mind L'Oreal
bought makeup.com way into 2011 as we're
kind of like into the internet era so
across the entire at every single stage
um there have always been companies
looking for ways to inject themselves in
their audience's lives in a more
meaningful way right in a way that that
tells a story that helps them with their
pain points that does more than just
advertise to them
um what what tends to change across this
entire uh across this entire timeline
and I've kind of cheekily named the
different eras of content marketing uh
we can have a nice argument about that
in the comments
um but what what tends to change what
actually brings us from one era to
another is actually the technology it's
the ways we consume media and how the
technology leads to those changes so
that's why we feel like there is a step
change right now with the Creator
economy AI The Tick-Tock vacation of
everything
um owned media the way that we actually
reach audiences as marketers all of it
changes the way that audiences are
consuming media and therefore consuming
our stories and messages so if we can go
to the next slide
uh I want to talk through a few of the
things that are driving the most recent
shift in content marketing and I think
this slide could have been 20 slides
there are so many tiny nuances but we've
we've sort of grouped them into a couple
of different buckets um one is attention
so that ticked off tick tockification of
content marketing we consume things in
six second sound bites and that has been
actually studied by researchers that
2015 stat about the attention spans
being shorter than a goldfish is
complete rubbish by the way but there is
actually evidence that screen time has
dropped over time um so back in 2004
um psychologist Gloria Mark found that
the average amount of screen time per
participant spent on any screen was
around two and a half minutes which
honestly anybody who is keeping track of
their blog uh engagement metrics like
that's great I would love for people to
spend two and a half minutes on every
single every single nickel that we put
out I'm fine with that
um but by around 2012 this had dropped
to just 75 seconds and more recently
it's as little as 47 seconds on the
average screen
um additionally and I find this really
interesting because of all of the work
we do with filmmakers at Vimeo actual
film and TV shot links have dropped
themselves um so the actual like between
shots and how long we can spend looking
at one single setup uh filmmakers are
hip to that and they're they're making
that they're making that quicker they're
making that briefer
um and even ads have decreased in length
you know the average ad 10 years ago was
around 60 seconds today in art thanks to
tick tock it's around six seconds
um so there are a lot of things just
competing for our attention and our
filters have gotten so good that you
really have to grab people immediately
Additionally the way that people look
for information has shifted a little bit
we still use search but search has been
decentralized slightly people are using
Instagram to look for restaurant
recommendations they are asking chat gbt
questions that's obviously in its
infancy but it's starting
um and even within search I actually
think that search is the best uh the
best evidence of this next point about
points of view even within search they
are starting to put more emphasis on who
the information is coming from so
forever Google has you know if if you're
an SEO you probably know the um acronym
eat eat expertise Authority and
trustworthiness I think are the three
um so that's been a part of the
algorithm for a really long time but
even recently Google has been releasing
Pro um products like perspectives which
brings in stuff from Reddit and from
other different social platforms from
quora because they know that people who
are searching for different answers
don't necessarily want what we
businesses are always serving up to them
they want what other people are saying
they want a they want to actually talk
with fellow folks
um I'm going to go through these next
couple really quickly uh because I think
they're they're a lot more self-evident
um we all know or anyone who works at a
tech company has certainly felt the
economy get a bit wobbly uh in recent
months and years
um and Ai and tooling is also completely
shifted how we're working
um how quickly we can create things um
and even the ways that we think about
going to Market with things
um and then finally and this I think is
maybe the biggest shift in content
marketing that's been happening much
more slowly uh as the market for Content
as the um amount of businesses who are
creating content has increased we've all
kind of gotten hip to the strategy uh
there's so much noise out there that the
bar for Quality the bar for what
somebody will give their email address
for even just stop scrolling through
their social feed long enough to take it
in for has just really really risen uh
so what used to be impressive
um you know a PDF ebook or something
specific fairly static just doesn't cut
it today uh so the key is really to find
that sweet spot between high quality how
do you tell a really compelling complex
narrative but quickly have that
breathity still in there
um so this is a really interesting
challenge to us as marketers and uh I I
think that what it really has done is
that whereas the biggest challenge to us
used to be reach it used to be how do we
actually get this in front of people how
do we find people where they are today I
think the biggest challenge facing
content marketers and marketers in
general is resonant if we find them how
do we make them care uh and so I think
that that's actually a bit of a
challenge to all of us here today is how
do we be a part of the people creating
content who create things that are worth
caring about rather than uh using AI to
create things that maybe are subpar
which is obviously incredibly possible
but it's also incredibly possible to use
those powerful tools to tell better
stories so we're going to talk a little
bit about that today
yes yes I know that one thing you and I
chatted a lot about uh Robin was just
that with these admin of all these tools
we're just gonna see so much more video
content than we ever have before we
already are like most of the internet is
video and but that is going to mean that
there's going to be a lot of crap and a
lot of digital garbage and so it's like
wading through that
um you know is is going to be really key
for any brand and so making sure that
you have that really strong point of
view and that eye for Quality um you
know is that's the only thing that's
going to set you apart
uh and so with that being said uh with
all of these changes uh it definitely
means that we need to rethink everything
uh we need to change you know the way
that we think about the content
marketing funnel
um and uh sorry next slide thank you uh
uh especially with video because it
lives on so many different channels um
and can you know exist uh in so many
different places across the web
um I think that the biggest shift that
we are seeing here and this has been
happening over the last few years um is
really that the you know the customer
Journey that we used to look at with
this perfect funnel in mind of like you
know we're going to create something for
as a hero video and then they're gonna
go and watch this thing and then they're
gonna watch the demo video is just not
clear anymore it's not linear like like
it used to be uh you know there are so
many channels that a customer might find
you on and interact with you on that
expecting them you know to take that
traditional journey of you know seeing
that brand video then the educational
video then the demo is is this really
not a super helpful way to think about a
customer's content experience with you
anymore
um we still believe that you you
definitely need to create all of the
content that you're making with the
specific goals of the funnel in mind you
can't throw that out the window it's
still really important to be creating
with intention and and where you might
want to catch that person along their
Journey
um but with knowing that that customer
might you know see a bottom funnel asset
first and then they might watch multiple
other pieces of content and see a bunch
of video ads maybe listen to a podcast
you know Etc before or like during their
entire Journey
um and then to add on top of that they
might talk to sales you know a few times
in between watching a bunch of different
pieces of content uh and I finally get
to you know the purchase phase
uh and so really what all of this means
is that the storytelling across the
funnel is super key and that before you
know you used to be able to kind of
uh you know own you know a topic at a
specific stage of the funnel and now you
really need to own that topic for every
stage of the funnel you know it's it's
not enough anymore to have that one
Great Piece
um you need to tell that full story
about a topic and capture that audience
attention across their journey and
across all these other channels
um and you know like Robin had said
content marketing is really just no
longer only SEO and your company blog
you know you kind of need to be
everywhere
um you know everywhere that makes sense
for your brand and your audience and the
resources that you have of course
um but prioritizing video content you
know as much as written content
um is in the new Norm
and because every brand you know should
also be leaning into different learning
styles you know some people like to go
for a walk and listen to a podcast to
learn something new um I know I'm very
much like that others want to read and
they want the full thing they want to
highlight stuff and digest it all um and
have it you know written out step by
step which is still incredibly valuable
but the vast majority of us you know as
we're seeing through data is that we
want to watch content we want to see it
we want to hear about it from another
person on video and so
thinking you know of each stage of the
funnel in terms of formats is also
really important
and then approaching your content
strategy from this video first mindset
is just necessary to tell your story and
to get your message out there in a
competitive market
um and you know another piece to kind of
rethinking the funnel is to rethink what
content you get and really why you gate
anything
um you know testing ungated content more
often or doing both at the same time I
think is also something really
interesting to experiment with and we'll
get into that in some of the examples
later
um and you know it's because again
keeping in mind that you know adding
that value to your brand and the
customer Journey at the outset will just
increase the likelihood of them coming
back to your channels and seeing you as
that you know trustworthy source
foreign
I think we all know at this point that
you know creating video content and
looking at you know how do you do video
content is uh you know or sorry why we
make video content and that having that
battle internally your organization is
just really no longer a question
um you know 82 of all internet content
is video people are watching hundreds of
hours of videos a day and you know
YouTube of course is the second largest
search engine in the world
and so because the format of video isn't
a question the real question you know
for you and your teams is is to you know
ask yourself how you create a smart
strategy around video
and Robert and I talked a lot about this
and and we feel like you know and this
word is kind of a buzzword right now in
content marketing but it really begins
with thinking about repurposing content
you know and and repurposing isn't
always easy that was something that we
really wanted to call out you know a lot
of people are like oh yeah just cut this
into all kinds of different formats and
you know it's a shortcut exactly like
it'll be so easy we'll just chop this up
into little bits and it's like no I was
just having this conversation with
someone yesterday actually and they were
like do you know how long it takes me to
go through an hour-long podcast and find
all of the right clips and the right
moments and put together like a 15 or 30
second you know Sizzle reel to then
promote that podcast or you know cut it
down for social like when it's done
right it's not always easy
you know and it it doesn't like I said
just mean that you're copying and
pasting that same work into a different
format what it means is that it's
reusing the research and the ideas in a
new format
um and we still need you know humans at
the Helms who be finding those really
great
um you know sound bites and looking at
that research and thinking about okay
well we wrote it out this way but how
could we actually visualize that with
Motion Graphics or you know how do we
bring this to life through you know a 3D
example or you know how do we make a
mockumentary about this instead and then
do something really fun for tick tock
and so
um it is looking at the idea and
challenging that to you know
um or traveling you're challenging
yourself to figure out how you might
display that in a new format
um but with that being said I do also
want to call out that it can still mean
using the same content across you know
the funnel and on different channels
just to experiment
um I was also speaking with someone the
other day who was
trying to kind of um speak to the idea
that you know creating specific types of
video content across Instagram and Tick
Tock uh excuse me is like dead because
they had tried you know by using the
same video across all those channels and
they had really great success and
because at the end of the day if you're
making something of quality with that
really strong point of view like we
talked about earlier you're cutting
through that noise that video should
still perform you know really anywhere
that your audience is resonating with it
and so I think you know both of these
things when it comes to repurposing are
really key to keep in mind is you know
it's you you need to do it with
intention
um and purpose but then also be looking
for you know how you can experiment
um and you know so many there's so many
great examples of of repurposing you
know one way to look at it could be you
know taking a longer form blog post that
breaks down a specific topic and then
you know using that data and content to
produce you know a thought leadership or
how-to video for YouTube then taking
those insights from the blog and sharing
them on social and then you know maybe
you invite you know a customer on your
podcast to talk about the same topic and
so on so it's it's really again about
what we spoke about earlier and in
looking at how do you tell that story
then across the funnel and break that
out across multiple different formats
and channels
um and so speaking of repurposing and
exploring the video formats across the
funnel we have three really great
examples to walk you through um and so
yeah we're going to move on to those now
I'm super excited
awesome yeah and I do think that a lot
of what we're doing here is repurposing
the ideas right we're telling the same
story we're turning it around and kind
of examining it from every angle
um so I'm putting our own team under the
spotlight here and this uh this campaign
is actually very much still in play this
is a year-long campaign
um so I won't be sharing a lot of stats
just yet um apologies if anyone is
disappointed by that
um but I do think that it's a good
example of a campaign that was born out
of a very top of funnel need to change
in audience's Awareness levels right
um so Vimeo as many of you may know um
has a bit of a history as kind of the we
like we've said it as the the Hipster
cousin of YouTube
um
I've never heard that before I love that
it originally was a place for filmmakers
to put their videos and it's still a
great place for filmmakers to put their
videos and obviously we see a lot of
people host content and embed content
um but I've been doing a lot of these
marketing uh marketing presentations and
one of the things that always shocks me
is how few people in the audience and
this is on our team to do a better job
of but have a few people in the audience
know that we do so many other things
right and so that was that's really the
impetus behind this campaign was us
saying okay how do we change the
perception how do we tell marketers that
we see them that we understand them and
also that we have like all of these
tools for repurposing content we have
creation tools we have record tools we
have webinar tools
um we have hosting tools we have
trimming tools like really the list goes
on it's a very horizontal platform which
is part of what I love about it
um but yeah so uh that was really where
this campaign film which you'll see uh
kind of big on the top here was uh
that's where that idea came from so it
was a bit of a it's very Technicolor
it's very fun it's got a lot of
unexpected moments a lot of Animation
um and it was definitely the top of
funnel play
um but all of the main messages that
were in here which were we wanted to
help people create brand new videos at
scale repurpose with ease and then also
use video everywhere with Consolidated
reporting we then pulled through to all
of the other campaigns that were rolling
up to this larger audience initiative so
we have a ton of Social and AD cut Downs
of this video and others that were sort
of like you know uh related to this
basic idea
um we've actually been doing a monthly
event series and we'll talk about uh
someone that we had on the monthly event
series uh in two slides from now
um but that's been exploring this idea
kind of more tactically so sitting down
with folks who are already doing this
really really well and asking them
really to unpack their process for us
and to you know walk us through how are
you using video across the funnel how
are you chopping these up into different
pieces how are you creating different
videos what does it actually look like
internally
um and then finally uh bringing this
idea all the way through to our product
videos so reusing a lot of the same
imagery we're using a lot of the same
animation because we really wanted it to
all feel very cohesive and like it is
part of the same story
um but we dreamed them up as part of one
campaign even though they're very
different videos and so they're all kind
of like different sides of the same
story the story of how do we how do we
make marketers lives easier how do we
make it easier for people to how video
and if we want to go to the next slide
yeah
Katie take it away yes so um the Shopify
example that we have here is is very
similar actually to the way that Vimeo
approached it where we had three
different distinct videos that we
designed for each stage of the funnel um
and really the intent here was to tell
the overarching platform story of the
Shopify plus product
um for those of you who don't know
Shopify plus is the plan and product for
Enterprise e-commerce Brands and you
know the there were product different
traders that we needed to speak to
um and you know it was a bit of a
different brand and a bit of a different
Earth sub brand I should say in a bit of
a different approach um than you know
the traditional Shopify marketing and so
uh what we decided to do was was look at
how do we how do we tell that story like
I said across the funnel and and
leverage you know existing footage that
we already had while also investing in
some net new content that we um hoped
would you know have some Revenue benefit
for us and so the first thing that we
made was it 36 second Sizzle reel um and
this was the top of the funnel you know
brand awareness play that's lived on the
home page of the website it also lived
on YouTube
um and you know there were ad cut downs
and we even tested out on YouTube like
just you know using the 30 second real
as an ad itself to drive more traffic to
the channel and to drive more demand and
build up those audience pools uh this
one was actually really interesting
because we used a ton of existing
customer footage so we actually didn't
film anything like net new for this
video it was just repurposing like I
said content that had already we'd
already shot
um we even you know used and leveraged
some of our customers video footage as
well and then really just you know added
some super slick music and and figured
out which value props we really needed
to speak to that would share our unique
point of view and kind of then package
it all together in this super spicy way
with like you know flashy Motion
Graphics
um and then we also actually translated
this video into multiple languages we
use it at events all over the world and
so it really became a kind of a
multi-purpose brand message for us which
was awesome
and then when we looked at the middle of
the funnel the kind of step below that
was in how do we then take this you know
the the bigger uh point of view value
prop messages and bring them down
another level so that we can start to
explain to people you know not just like
what we're about but what the product
can actually do for them and so this was
really a product explainer video at the
end of the day we used you know actors
we created a fake shoe store
um and the idea here was really to show
off our products
um in different customer base scenarios
and it really just told the story of the
product you know in the context of our
customers customers so you know the
people that are actually buying from
Commerce Brands and we did it this way
so that you know our customers would be
able to see the impact that our product
could have on their operations but also
the lives of their customers themselves
and you know we use this video you know
across our website also existed on
YouTube as well and created ad cut downs
and did a lot of experimentation and
with advertising here the main kind of
use of this was really by the sales team
and so it also it lived on kind of an
open landing page that you know sales
team members would send to prospects you
know in initial cold emails or you know
after they've had an initial call to
just kind of reinforce the messaging
reinforce what the product could do and
that landing page alone you know brought
in you know influenced millions of
dollars in revenue and so I'm really
just taking a look at yeah how can you
extend that product message then one
step further um had a ton of a benefit
for us
and then the third video that we looked
at for the bottom of the funnel and
really the conversion piece here was you
know a 10 minute long platform demo that
went super in depth into the product
offering with actual real demos of the
product
um and this was initially designed to be
gated uh and to drive leads but we
actually ended up experimenting with
putting it on YouTube as well we
acknowledged that there was kind of a
um
something happening on YouTube where
there were other people kind of telling
our product story for us there were a
lot of videos out there that were like
oh this is the difference between the
Shopify plans or this is what you get
when you sign up for Shopify plus and we
were like hey we should probably own
that narrative or we should at least you
know be um speaking to what the product
offering is and we already have this
awesome demo video and so
um you know even though it was designed
for this purpose of generating leads we
you know ungated it put it on YouTube
and actually kept both
um you know experiences in play at the
same time we had them running
simultaneously and you know there was
some discussion about whether or not
that was the right decision to be made
here with the bottom of funnel asset and
whether or not it would take away from
you know the conversion effort but what
we saw is that it actually just overall
enhanced our ability to tell the story
of our product and not to mention that
on a new platform on a new channel and
and just really further that product
narrative for us um overall and so um
you know when I mentioned before about
experimenting with ungating and gaining
assets I think this is a really great
example of doing that and and you know
not being afraid to
just kind of explode that narrative
across the board and and remember that
that customer Journey isn't linear and
that you still might be able to drive
leads by gaining an asset while also you
know owning your narrative on a
different Channel
um and the other thing the last thing
I'll call out here
um was that with this video funnel
um the the one thing that we wanted to
make sure we did really well was to link
each video to each other and so you know
all the videos that lived on our.com
pages were there were ctas that drove
people to the next video to watch so
even though the customer journey is not
linear we still did everything that we
could to try to drive people down this
funnel um and we did the same thing on
YouTube as well so you know if someone
had watched this is a real the next
suggested video would be the platform
story and then from there the next video
to to suggest was the demo and so on
um and we even had them kind of
backlinked um to each other and so I
would recommend you know when we you are
looking at kind of building out these
systems on the actual channels
themselves to there is still an
opportunity for you to try and create
that um that kind of moment for your
customers um that you you know designed
all this content for to begin with
um anyway uh next example
I love that I feel like that is often
overlooked the last little details
um which are so so important to the
journey
um so this is a story that is not my own
but we had um some Rush uh all that
Andrew are amazing we had them on the
show a couple weeks ago on debrief
um and I have honestly not stopped
thinking about their campaigns since
then
um they did so they are also a software
as a service a SAS brand
um who do very like they basically beat
us see or B2B marketing is pretty much
outlawed at some rush they very much
focus on emotive storytelling on
lifestyle content on how do we get to
the human behind this story
um I actually find it really impressive
that this is a story about an SEO who
works at peacock which is a pretty
well-known well-known company and I I
think they barely mention it right
because the focus is really on Gabby as
the hero of this story
um and so they did a series of really
beautiful Hero videos of um Gabby kind
of she's a DJ by night she's an SEO by
day and so they're telling her story of
how she lives life in her own terms in
New York how semrush is a big part of
how she's able to do that because she
has all the tools at her disposal to do
her job and do her job well
um and they really I feel like customer
stories are almost always
um middle or bottom of the funnel and we
kind of we kind of put them there often
their serving sales and we kind of give
them a job to do and we don't really let
them out of that box and what I love
about this campaign is that they so from
one shoot in New York they created
actually hundreds of pieces of content
that lived across all different channels
across landing pages across YouTube
across social my cat is going to come in
and pay us a visit so apologies everyone
um or not apologies
um and all of those all of those um
pieces of content kind of they were
native to the platform but they told
very much same story right they were
really showing Gabby's perspective
building Gabby's World in semrush which
I just thought was brilliant like the
entire thing was really really well
thought out and put together
um and uh the team shared with us that
they it showed in the results that they
saw four times the typical performance
that they saw in this stage of the
funnel
um and that it also that this campaign
while it was I'm gonna pull him up yes
hello
he's very fluffy he's like we're talking
about video
I should be on that exactly
um but yeah it was just I thought this
was a great proof point of you know a
great story is going to it's going to
sell it's going to go it's going to kind
of perform at every level if you if you
find the right story if you find the
right narrative to pull through
it really speaks to me as a creative
this this idea because it's that thing
of even if you're doing B2B or B to C or
whatever version of communication you
are talking to a person right it's
always somebody you need to have an
impact on on the other side of that
video and this idea of making it a human
connection and getting somebody
emotionally invested in your brand this
way like it makes perfect sense and it
also allows you to make beautiful films
so it's kind of a win-win for everybody
isn't it 100 yeah I completely agree
um I know that we let's see I think we
have some final takeaways I know we have
like 10 minutes left should we do final
takeaways or do we want to skip to q a
what do y'all think
I'm easy we've got some awesome
questions I've I've saved up some
questions of my own as well to kind of
make the most of my opportunity to to
pick your brains but um yeah I'm happy
to jump into some questions first do we
think yeah sure cool we can also just
like put the slide up if you want well
people ask questions it's really a
summary of the presentation yeah
just in case it prompts a question
itself right
um so my first I think my first question
before I jump into these great questions
we've got from New York from the
audience I know something really
resonated
um with me
um on the Shopify example we shared as
well
um which was this idea of
um really sweating assets right making
the most of what you've shot and
obviously we talked about that in the
semrush example as well and and it's
kind of it's something that the
relationship suicide tries to create
with its Partners is is built on this
idea of a longer term engagement rather
than a brief by brief interaction so you
gain an understanding not only of the
the goals and aims of of your your
partner but also the material you've got
to work with and and how you can rework
these things and and certainly you get
the most out of your content that way I
mean what what do you think was key
Katie to you at Shopify reimagining that
kind of initial thing in so many
different ways is to serve so many
different parts of the funnel yeah
that's a great question
um I think I think really at the end of
the day it's like about the
relationships that you're building
internally and I mean I know that that
might be a little bit different with the
agency side of things but it yeah for me
it was really about how how do I go
about you know building out these briefs
for these videos and making sure that
like every single person who is you know
attached to a distribution Channel at
this company
understands what we're trying to do that
understand the goals behind the video
and they they understand that there are
opportunities for collaboration and
getting that done ahead of the shoot
date so that you have like a really good
idea of you know what these other people
might be looking for you know with that
being said it didn't all the ideas
didn't always happen and sometimes we
parked some of them and then you know
turn them into assets later down the
road or we just you know have to go
ahead and create anything anyway because
other teams weren't ready but then we
still had like set it up in a way that
would have enabled them to use it in the
future and I know you and I were talking
about this the other day that even that
shot in the platform Story video of like
the the fake store that we've created
and all the assets you know within that
of the person walking with the shoes and
the fake AR you know videos and stuff
all of that was able to get like broken
out from that video and then used on
different product pages on the website
and the different social ads and an even
different demand generation campaigns
and I think ultimately at the end of the
day if you're creating a video you you
know with all of those key aspects of
the story that you're trying to tell
about your product
what you're making should reflect all of
that and then have the ability to have
that long of a life I think you know if
you're creating something with that much
intention and that much purpose
um you know the hope is that yeah it
could live everywhere and that you could
pull out a lot of that juice to use
elsewhere
cool and I think the other question I'd
have for you guys before we
um we dive into the the questions from
the viewers
um is this idea of when you start now
knowing that we've created this more
fluid version of a funnel that doesn't
really have a top and a button you can
engage with it in any way
do you think there is a key or an
important thing to start with when
you're starting the creative Journey
about thinking how
you know imagining how content feeds
this new version of a funnel what do you
think there's any kind of key
consideration there
I think you have to stay
um start with a core message you know
which I think was always true for a
great creative brief and Katie I love
what you said about like there's such an
art to a good creative brief it really
kicks off the right collaboration
um but I do think that this version of
The Funnel that becomes even more
important like finding what is universal
rather than finding what is really
distinct
um and uh and and probably also like
building out like it you can if in a
brief you're building out okay we want
the like in The Gabby example like we
want the audience to feel you know like
they can do anything right or we want
them to feel you know like bold and
daring like you can you can build that
into product content you can build that
into a customer store you can build
those feelings I think into so I think
like getting that it'll it becomes a lot
more important to get that core really
really right
yes yeah I would Echo that it's almost
like you got to figure out what your
through line is right and and if you can
figure that out I I to be honest I would
normally start with like almost looking
at a mid funnel approach too and like
because that is typically encompassing
some of your product messaging but then
also some of your brand messaging at the
same time at least when it comes to you
know video assets
um and that would always really help me
then go like okay this is like
everything that we're trying to say and
that one's usually the hardest because
it also has to be like the most succinct
and then you're taking everything and
trying to pair it down into like a
really concise strong message
but that lets you like save stuff for
the top you can go like okay well if we
can't use this message here then we're
gonna really drive home that message at
the top of the funnel and then bring
this up and other stuff back down you
know to the demo and so on
um and so that looking at it that way
always helped me but then yeah I'm
making sure that that through line is is
going through everything is just it's so
important
and I suppose if you've got that through
line there's always a value to to what I
I an end user Reviewer is seeing in your
content right because you've got to see
that as a value exchange someone's
giving you their time that idea of
brevity being super important and people
having a low attention span as long as
every piece of content actually has a
return on the investment of time then
the likelihood is that engagement's
going to continue and people are going
to keep in interacting with the content
right yeah one of the funniest things
about attention is that even though our
attention spans are going down it's not
like they're zero right like um there
was a I'm trying to remember the source
of the stat I think it was Deloitte that
said that 70 73 of people have binged
five and a half hours straight of
Netflix
we will pay attention to stories right
we'll pay attention as long as it's
interesting as long as it's compelling
but that's hard that is not something to
be taken lightly it's really hard to
find things that are interesting and
compelling which is part of why the
repurposing is so important once you do
you want to get as much juice out of it
as possible
um I'll dive into our viewer questions
then to make sure we get to answer a
couple
um first of all I've got
um will Who on this subject
um asks us how much do you think story
plays into the tolerability of length
um so we talked about Gabby's example
and I think it's quite an important
question right he's got some examples he
said I think about Apple's nine minute
escape from the office advertisements
and I've been obviously this idea of you
know hour plus long podcasts as well
um you know have you guys got any
thoughts on that as a subject I would
watch an entire series of Apple's
Escapes in the office
um so I guess quite High yeah I I agree
with that I do think that um a really
good story you will earn people's uh
evil earn the ability to take more time
to tell it that being said I also think
it's not necessarily how good the story
is it's also probably how complex it is
what channel you're consuming it on like
there's definitely a difference in you
know if you're um if you're scrolling
the feed your attention span just
because by nature of where you are no
matter how good the story is it's going
to be really difficult to get you to
stop for longer than a couple of minutes
at the very very you know most
um Katie please what do you think of
that yeah I mean I think it's incredibly
important I I would even like my team
sometimes would go back to those what is
it like Pixar's like nine rules of
Storytelling I can't remember how many
they have but
um you know and essentially their idea
is like you you throw an obstacle in
front of your character and then you
like throw another one and another one
another one as soon as you think you
can't anymore throw another one and then
it's like yeah you know and so
especially when it came to like customer
storytelling and there was one uh kind
of docu series that we worked on about a
year or so ago where we told kind of the
Inception of a new brand
Shopify plus and and with that like it
was so key to think about like how do we
just amp the drama and like make sure
that we are like continuing to keep
people engaged
nested
um because they were like 10 long minute
episodes and it was kind of the first
foray that we were doing into longer
form content and
I am here to say that it works like at
least for our experiment like that those
kinds of videos alone that were
extremely storytelling driven like
increased our average watch time on
YouTube by like a minute and a half
um and so I think there is definitely
like you were saying Robin with
attention spans like there is there are
there's an audience for longer form
content and I think when you take
storytelling seriously and you really do
try to put a ton of effort into that and
look at the Beats properly and and
especially from that human perspective
of like how do you make those pieces of
drama really relatable to someone else's
life
um you know and you can do that in
product content too yeah it's just it's
a matter of like yeah looking at the
principles and figuring out how to make
them work for your brand yeah we have
someone on our team who uh who focuses
specifically on courses and educational
content and she uses the hero's journey
to map out the educational courses yeah
which I just I love as an approach um
and I do think makes them
so much more fun to consume um yeah
which is really awesome yeah and uh and
guys it absolutely breaks my heart
because I could genuinely talk to you
guys for another hour I mean maybe we
should carry on afterwards I'm I'm game
um
yeah 100 that's
um but um just to finish that off I
guess I'd I'd love to say thank you
thank you so much to Katie and to Robin
for taking the time to talk to us it's
been super super interesting
um we really appreciate the insights and
and all the knowledge I know I'm going
to take something away from it that I
can apply to what I do so thank you
thank you
[Music]
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