Why marketers need to lean into 1st-party data — Chris Savage // Wistia
- Part 1 Why marketers need to lean into 1st-party data — Chris Savage // Wistia
- Part 2How to create dynamic, live videos– Chris Savage // Wistia
Show Notes
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01:57Why its important to have access to firstWith third-party cookies being phased out on Chrome in 2024 and Apples privacy changes, you need to build your own audience to get access to your own first-party. So, though it is important to build on social platforms, youll need first-party data to survive the macro-level changes.
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03:39How to build your own audience to get access to firstIt boils down to finding ways to drive traffic to your website while also using social platforms. This could involve building an active email list to future-proof yourself in case the platforms go through a substantial change.
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05:25Ways to capture the email addresses of your target audienceWith Wistia, people are able to subscribe to your podcast via email on your website. Then, surveys can be done via email to determine what the audience wants, where you should be investing, and what you should do next.
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07:42How to respond to the shift in customer expectations with contentIn B2B, when someone gets to your website, the content available should enable them to know what they need to know when theyre ready to buy. When it comes to your owned content on other platforms, you should be able to continually grow and invest in the platform selected.
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09:25Evaluating whether someone is ready to buyWhen a person is in the market for your product or service, theyll likely spend a long time with your content. When people arent spending a lot of time with your content, this could be an indication that its not providing the right value.
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10:36The increasing consumption of longPeople are willing to engage with long-form content if it can improve their career, or business, or de-risk an expensive purchase. For brands that dont have long-form content, this is an opportunity to enable superfans of your product or service to go deeper.
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13:00Tying the content youre producing to your brandUltimately, you need to define what your mission is as a business, then create content around that. When youre just starting out, its best to create content specific to your brand and then go broader as you find more success with your content.
Quotes
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"Google has plans to phase out third-party cookies in Chrome in 2024." -Chris Savage, CEO, Wistia
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"You have to be able to build your own audience. And, you need to have a way of getting your own first-party data if you want to be able to have a strategy that can sustain macro-level changes." -Chris Savage, CEO, Wistia
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"Building an active email list of people recently signed up and engaged is one of the most valuable simple things you can do, not people who signed up for your product or service your content five years ago." -Chris Savage, CEO, Wistia
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"One of the things you can do with Wistia is you can have people subscribe to your podcast via email on your site, while also publishing the RSS to the different platforms where most of your subscribers will be." -Chris Savage, CEO, Wistia
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"10 years ago people expected if you talk to a sales rep, they would help you do the research. Now, as there's more content available, our customers are expecting to be able to do more of the research themselves." -Chris Savage, CEO, Wistia
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"From an owned content perspective on any platform, you need to pick a platform and a channel where you can actually keep investing and keep growing it." -Chris Savage, CEO, Wistia
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"If you have a podcast that is an hour long and people are spending two minutes with it, it's not working. If it's an hour long, and people are spending 40 minutes with it, you're probably onto something." -Chris Savage, CEO, Wistia
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"We've seen in our data that one of the things that happened with Covid that has not changed since pre-2020 is the amount of consumption of long-form video has gone up dramatically." -Chris Savage, CEO, Wistia
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"If you're de-risking an expensive purchase for people, then it's totally worth their time to engage with long-form content." -Chris Savage, CEO, Wistia
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"The more successful you are with your content, the more you earn the right to go broader. But going broad to start usually doesn't work because you can't break through." -Chris Savage, CEO, Wistia
- Part 1 Why marketers need to lean into 1st-party data — Chris Savage // Wistia
- Part 2How to create dynamic, live videos– Chris Savage // Wistia
Up Next:
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Part 1Why marketers need to lean into 1st-party data — Chris Savage // Wistia
Chris Savage, CEO of Wistia, talks about the importance of first-party data. In recent years, there has been a significant shift in the marketing landscape, with an increased focus on the use of data to drive strategies. To navigate these changes and remain competitive, it's essential to invest in building your own content and traffic source. Today, Chris discusses why marketers need to lean into first-party data.
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Part 2How to create dynamic, live videos– Chris Savage // Wistia
Chris Savage, CEO of Wistia, talks about the importance of first-party data. The world of content generation has evolved significantly in recent years, businesses are utilizing social media to share engaging images and videos. But live streaming is quickly becoming the norm for marketing programs and allowing businesses to connect with their audience in real-time and share their message in a personal, authentic way. Today, Chris discusses how to create dynamic live videos.
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