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Beyond Conversions: Your Episodic Content Playbook for Holding Customer Attention, Not Just Capturing It

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Pete Von Burchard
VP of Sales at Wistia
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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About the talk

It’s easy to get carried away with conversions - to shoot from the hip, to go right for the sale.  The trouble is, that strategy rarely works. You wouldn’t take seriously the guy at a party who only talks himself up, would you? As a marketer, you have to deliver value too. And Peter Von Burchard, VP of Sales at Wistia, knows just how to do it. He’s going to give you his personal episodic content playbook - including actionable tactics for formats ranging from videos to podcasts - so you can not just attract customers and convert them, but engage and retain them long-term as well.

00:04 Introduction

01:12 Brand case studies

02:22 Why are they using content?

04:45 The future of brand marketing

05:19 What is Brand Marketing?

07:52 Consumer behaviour and expectations

09:01 Brand awareness vs Brand affinity

10:50 Mailchimp case study

12:44 How to build brand affinity ?

13:10 Find your niche

16:32 Create binge-worthy content

20:02 A new trend in brand marketing

21:03 Market like a media company

25:05 To wrap up

About speaker

Pete Von Burchard
VP of Sales at Wistia

Peter is a SaaS sales executive with over 10 years of Sales and Sales Leadership experience. He is a firm believer that the role of sales, especially in a SaaS business model, is to eliminate barriers to success for the customer and to establish a long term partnership based on trust. Peter is the VP of Sales at Wistia and prior to that was the Director of Sales at Oz Development, which was acquired by Descartes Systems Group.

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So I get my name is Pete. I'm on the head of sales at wistia and for those who aren't familiar with us we are a a video software platform. So we try to create help you as soon as video and content creators creator of memorable memorable experiences for your customers online and as a video company you know, he's her to go back and forth. Are we a software company? Are we video company? Are we a creative team? Because we spent a lot of time talking about content creating fun content, and we spend a lot of time to sort of drooling over brands that we have like brand and

be until we're always talking sharing content talking about what folks are doing it. So, I wanted to start today and just go through it. What, what I think are some of the best sort of Sunday to see some Beauty Brands out there and kind of what they're doing, why they're doing it? Cuz I think some of these brands are sort of The Tell-Tale for what's going on with him sort of the digital marketing environment. And then I want us to leave you guys with a playbook for what to do moving for when it comes to content and video. So Red Bull,

energy drink company. This is sugar water and somehow, these guys have established themselves as like the top content creation company for adventure sports and it started with sort of like crazy tricks. People, jumping off platforms, things like that and it's evolved to snowboarding to mountain biking to things like that. These guys have created essentially a network. At this point of shows podcast movies all around sort of Adventure and extreme sports. None of, which actually sells their product.

Athletes don't really drink Red Bull that much. And so I think this is one of these trends that we're seeing and this content is is really great. Patagonia is another great example that we are just gushing over all the time and Patagonia is a clothing company and bit in the contents are

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