Conquering Channel Explosion

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In a world of video, interactive content, and myriad social networks, simply producing enough content to keep up with consumer demand can feel overwhelming. In this webinar hosted by Kapost, top marketers from Vidyard, Content4Demand, and Uberflip explored how embracing new channels and content types can improve B2B marketing efforts.

Marketing

Conquering Channel Explosion
A Kapost webinar with Vidyard, Uberflip, and Content4Demand
#KapostWebinar

→ Introduction
→ Guest Presentations
● Tyler Lessard, Vidyard
● Dana Harder, Content4Demand
● Tara Robertson, Uberflip
→ Q&A and Panel Discussion
Agenda

The Buyer’s Journey Has Changed
The Challenge

Meet the Presenters
Tyler Lessard
VP of Marketing
Vidyard
Dana Harder
VP of Strategy
Content4Demand
Tara Robertson
Director of Revenue
Marketing
Uberflip

Educate
Share Stories Connect Relationships

The Right Content
and EXPERIENCE
Stand Out & Boost CTRs
Greater Audience Engagement
Improve Conversion Rates
Build More Personal, Emotional and
Human Relationships with Buyers

Why Video Works: The 5 E’s
1. Engaging: We’re hardwired to engage in storytelling
2. Emotional: Opportunity to invoke emotional responses
3. Educational: We process video faster and retain longer
4. Empathetic: Can develop trust and human empathy
5. Effortless: Meets the expectations of today’s buyers

ENGAGING
EMOTIONAL
EMPATHETIC
EFFORTLESS
EDUCATIONAL
www.vidyard.com/happy-holidays-2017
Power of a Great Story

Using Video to Optimize Channel Performance
Explainers & Demos Resource Promos Thought Leadership
Customer Stories Educational Personalized

Using Video to Optimize Channel Performance
Snackable Lessons Tips and Hacks Educational
Content Promos Live Streams? Enablement

The Right Content
and EXPERIENCE
Boost CTRs and Engagement
Improve Conversion Rates
Build Stronger and More Personal
Relationships
Complement and Support Existing
Channels and Other Content Formats

CONTENT4DEMAND 21
Content Formats
That Rock…
Right Now!

CONTENT4DEMAND 22
Last year it was
all about…
Interactive
Visual Content
Short Format

CONTENT4DEMAND 23
This year it’s
all about:
Blogs
Podcasts
Influencer/UGC

CONTENT4DEMAND 24
Buyers continue to LOVE
content…
94%
of buyers are using more or
the same amount of content
to inform B2B purchase
decisions
Source: 2018 Content Preferences Survey Report, Demand Gen Report

CONTENT4DEMAND 25
Source: 2018 Content Preferences Survey Report, Demand Gen Report
But buyer preferences continue to evolve…

CONTENT4DEMAND 26
Give buyers content they WANT to consume…
75%
want more data and research
to support content
88%
want content that focuses on
business value, not product
specifics
Source: 2018 Content Preferences Survey Report, Demand Gen Report

CONTENT4DEMAND 27Source: 2018 Content Preferences Survey Report, Demand Gen Report
Consider their content format preferences…

CONTENT4DEMAND 28
Preferences by buyer-stage…
Source: 2018 Content Preferences Survey Report, Demand Gen Report

CONTENT4DEMAND 29Source: 2018 Content Preferences Survey Report, Demand Gen Report
Creating buzzworthy content…

CONTENT4DEMAND 30
3rd Party Influencer & User-Generated Content

CONTENT4DEMAND 31
Content formats should be
chosen based on buyer
preferences and the format
that is best suited to tell the
story needed to covert!

Curated lists
Browse by
mood
AI Powered
Streams

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In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way. Key Takeaways: 1. Real content is king 2. Find ways to show EEAT 3. Repurpose across all platforms

Exploring the Top Digital Marketing Company in Canada

Solomo Media

Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.

Digital Strategy Master Class - Andrew Rupert

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

First Things First: Building and Effective Marketing Strategy Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success. Key Takeaways: -Recognize the critical role of strategy in marketing -Learn our approach for building an actionable, effective marketing strategy -Receive templates and guides for developing a marketing strategy

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Conquering Channel Explosion

1. Conquering Channel Explosion A Kapost webinar with Vidyard, Uberflip, and Content4Demand #KapostWebinar

2. → Introduction → Guest Presentations ● Tyler Lessard, Vidyard ● Dana Harder, Content4Demand ● Tara Robertson, Uberflip → Q&A and Panel Discussion Agenda

3. The Buyer’s Journey Has Changed The Challenge

8. Meet the Presenters Tyler Lessard VP of Marketing Vidyard Dana Harder VP of Strategy Content4Demand Tara Robertson Director of Revenue Marketing Uberflip

9. Tyler Lessard Vidyard

10. Educate Share Stories Connect Relationships

11. The Right Content and EXPERIENCE Stand Out & Boost CTRs Greater Audience Engagement Improve Conversion Rates Build More Personal, Emotional and Human Relationships with Buyers

12. Why Video Works: The 5 E’s 1. Engaging: We’re hardwired to engage in storytelling 2. Emotional: Opportunity to invoke emotional responses 3. Educational: We process video faster and retain longer 4. Empathetic: Can develop trust and human empathy 5. Effortless: Meets the expectations of today’s buyers

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16. ENGAGING EMOTIONAL EMPATHETIC EFFORTLESS EDUCATIONAL www.vidyard.com/happy-holidays-2017 Power of a Great Story

17. Using Video to Optimize Channel Performance Explainers & Demos Resource Promos Thought Leadership Customer Stories Educational Personalized

18. Using Video to Optimize Channel Performance Snackable Lessons Tips and Hacks Educational Content Promos Live Streams? Enablement

19. The Right Content and EXPERIENCE Boost CTRs and Engagement Improve Conversion Rates Build Stronger and More Personal Relationships Complement and Support Existing Channels and Other Content Formats

20. Dana Harder Content4Demand

21. CONTENT4DEMAND 21 Content Formats That Rock… Right Now!

22. CONTENT4DEMAND 22 Last year it was all about… Interactive Visual Content Short Format

23. CONTENT4DEMAND 23 This year it’s all about: Blogs Podcasts Influencer/UGC

24. CONTENT4DEMAND 24 Buyers continue to LOVE content… 94% of buyers are using more or the same amount of content to inform B2B purchase decisions Source: 2018 Content Preferences Survey Report, Demand Gen Report

25. CONTENT4DEMAND 25 Source: 2018 Content Preferences Survey Report, Demand Gen Report But buyer preferences continue to evolve…

26. CONTENT4DEMAND 26 Give buyers content they WANT to consume… 75% want more data and research to support content 88% want content that focuses on business value, not product specifics Source: 2018 Content Preferences Survey Report, Demand Gen Report

27. CONTENT4DEMAND 27Source: 2018 Content Preferences Survey Report, Demand Gen Report Consider their content format preferences…

28. CONTENT4DEMAND 28 Preferences by buyer-stage… Source: 2018 Content Preferences Survey Report, Demand Gen Report

29. CONTENT4DEMAND 29Source: 2018 Content Preferences Survey Report, Demand Gen Report Creating buzzworthy content…

30. CONTENT4DEMAND 30 3rd Party Influencer & User-Generated Content

31. CONTENT4DEMAND 31 Content formats should be chosen based on buyer preferences and the format that is best suited to tell the story needed to covert!

32. Tara Robertson Uberflip

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34. Browse by mood AI Powered Streams

35. Curated lists Browse by mood AI Powered Streams

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37. What does this mean for marketers?

38. What does this mean for marketers?

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40. Organizing your B2B content

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43. Marketers are the DJ