Driving Organic Growth Through Video Syndication — Chris Savage // Wistia

Quotes

• “I think telling your existing audience about it is always the best way to start because if it resonates with them, they are going to know other people who it will resonate with. Sharing things is about helping your friends and not about showing off.” -Chris“A lot of the marketing of the content that you can actually do we can learn from how media companies do this, which is to take an episode of something and decide what are the angles to it. Is there something in this episode that is PR-worthy.” -Chris“The second thing is a strategy question of where do you want to put your efforts interms of growing your audiences. You can build audiences on social media. I think in some cases, it makes sense to have your content live only there but it more cases, it makes sense to think about, do you take the best clips from your shows, and put themon to all these different places.” -Chris“What you are talking about is taking your long-form content and breaking it down to short-form content and syndicating it into other channels. My problem with that is, it is very labor-intensive.” -Chris“Myadvice is more about how you figure out upfront, can it can work for you. One of the things we have seen work well is, even before production asking what of these assets do we think is going to be interesting for others.” -Chris“If you are doing anything scripted and you have more of the idea upfront, you can sometimes in the production, end up with different assets that are going to make sense later.” -Chris“This is something that I would love to outsource more than we already are. I don’t necessarily just mean finding freelancers to help break down the content but actually find an agency or a service provider that will go through our content archive, come up with the best hits and start to share it.” -Ben“Cultivating your channel is really important. Breaking down your long-form content into short-form content but then thinking about where are you going to place that, understanding where you are getting a signal, and then building a repetition.” -Ben“Inthe same way that you are cultivating your audience by consistently publishing content, you are going to create value in your social channels by constantly syndicating your content, and building repetition and a reputation in those channels. Understandingthat you only have to carve out a couple of channels and at one channel at a time, is probably the best advice here for actually doing content syndication.” -Ben “We found success on all the channels. I think the big thing that is interesting is that what is successful on the channels. It’s usually pretty different.” -Chris“Understanding the channel and the mindset of the consumers in each channel is incredibly valuable and you need to reformat the content that you are creating from your long-form content to make sure that it is the right fit, for not only your audience but the audience of the individual channel.” -Chris“I think that the mechanism to start building affinity for brands is very much the same and it goes from your ideation to your content production all the way down to content syndication.” -Ben