Vidyard have dominated their category 👑

And I think A LOT of it comes down to how they've structured their content-engine...

⭐️ Blog.

⭐️ Employee social strategy.

⭐️ Media brand (Sales Feed)

...as a company they've embraced several different content plays that have allowed them to be positioned as the 'go-to-solution'

And so for my 2nd conversation of my new series "How We Make Content"

I wanted to go completely under the hood and find out:

A) How they approach "content" as a marketing team but also as a company.

And...

B) How each of those 'content plays' (blog, employee social strategy & media company Sales Feed) are produced and what makes them unique.

To do this, I invited on Erin Ellis - Head of Content at Vidyard...

And we discussed everything from:

✅ How they revamped their blog to shift from 'generic marketing blog' to 'niche/focused blog'

✅ How they approach their employee social strategy and get individuals within the company to become their own creators.

✅ Why they decided to build their own separate media brand, Sales Feed + their content strategy for that brand.

It's not a conversation that will disappoint.

Firebolt are a fascinating case study in what happens when the ENTIRE company gets onboard with the marketing/content strategy.

From a podcast hosted by the co-founders (who're both Brothers) to an April fools Mockumentary video... they're truly living and breathing "content" as a company. 

Which is why it's no surprise, that since launching in 2019 they've grown now to over 114 people and are now on the same level-playing field as Goliaths like Snowflake. 

During my discussion with their Director of Demand Generation, Itay Waisman we discussed: 

✅How their 5-person marketing team is structured (and how they operate like a Jazz band)

✅How they come up with really creative content ideas (it's not what you expect)

✅How they rethought the "traditional product demo" 

✅How they created a viral product ad (it got 44,000 views on YouTube alone)

I hope you enjoy the conversation as much as I did recording it :)