Human-centric B2B content that resonates with your audience — Chris Savage // Wistia

Chris Savage, CEO of Wistia, talks about the importance and usage of video marketing. When you’re approaching content creation for B2B, you must consider what people are looking for. How will your content help them get that promotion, solve a difficult task at work, or help them do a better job of promoting their business? Today, Chris discusses human-centric, B2B content that resonates.
About the speaker

Chris Savage

Wistia

 - Wistia

Chris is the CEO of Wistia

Show Notes

  • 03:06
    Video production for B2B consumers
    In B2B, if you can help someone be more successful at their job with your content while being entertaining and compelling, that is what resonates. And that is what will get more views, engagement, and shares.
  • 05:35
    Measuring the ROI of video marketing
    Assess the success of the campaign youre running with video. Then, think about the role that video is playing in the campaign versus texts, images, etc, and whether people are taking the desired actions because of the video.
  • 07:59
    Ways B2B companies are using video successfully
    Videos are being used to build up an audience on LinkedIn and other platforms. Enormous opportunities also exist on TikTok for short form, engaging B2B content as it's still in its early stage.
  • 10:19
    Reformatting content for different platforms
    Youre able to post the same content on different platforms. What you need to keep in mind is how the content needs to be reformatted as per the platform to achieve the most success.
  • 11:33
    Video content on Twitter vs LinkedIn
    Theres a lot less engagement on Twitter than there is on LinkedIn for video content. Ultimately, people are more willing to engage, comment, like, and share content on LinkedIn over Twitter today.
  • 12:23
    Traction with video and email
    One-to-one personalized videos were effective at first but became less effective as they were more abused. However, video still has high clickthrough rates via email.
  • 13:38
    What makes great B2B talent
    If you can make content that passionately tackles real problems that your customer has, that will be perceived as compelling content. So, its not about a persons looks and more about their expertise on a topic and how they convey it to the audience.

Quotes

  • "If you can truly educate someone on something they weren't educated on before, those are the moments that resonate in B2B because you're helping someone be more successful in their role in their job." -Chris Savage, CEO, Wistia

  • "We're seeing people use video as a core way on LinkedIn to build up an audience there and keep that audience engaged." -Chris Savage, CEO, Wistia

  • "You can send a video into the RSS on Spotify and Apple Podcasts and by default, you listen and then you can pull it up and see it. And we're seeing a lot of people engaging in these ways." -Chris Savage, CEO, Wistia

  • "Unlike on your website, LinkedIn, or YouTube, someone's making a decision within half a second on TikTok if they're going to scroll to the next video. So you have to engage people as quickly as possible." -Chris Savage, CEO, Wistia

  • "I'm seeing dramatically more engagement on LinkedIn than Twitter; same exact content, but night and day in terms of how much people are willing to engage, comment, like, share stuff on LinkedIn vs Twitter today." -Chris Savage, CEO, Wistia

  • "I shared the same video on Twitter and LinkedIn. The first time, there was 40 X more engagement on LinkedIn. The second time, 100 X. And my audience on LinkedIn is a quarter of the size of my Twitter audience." -Chris Savage, CEO, Wistia

  • "I don't think it matters what you look like at all. Its about how genuinely you can talk about the topic. If you're going to give a talk, you should never talk about something you don't care about." -Chris Savage, CEO, Wistia

About the speaker

Chris Savage

Wistia

 - Wistia

Chris is the CEO of Wistia

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