B2B Growth: Your Daily B2B Marketing Podcast
B2B Growth: Your Daily B2B Marketing Podcast

Episode 2108 · 3 months ago

3 Steps to Dynamic Digital Content


In this episode, we talk to Jodi Cachey, Vice President of Content Strategy and Growth Marketing at Mediafly.

Yeah hi everyone, welcome back to be to begrowth. My name is Olivia Hurley and today I'm joined by jodi, kouachi Vp ofcontent strategy and growth marketing at media fly, jodi, how are you doing?Great, how are you? Thanks so much for having me. I'm doing well. I'm so gladthat we get to talk today, we were chatting before about overlycommunicated about pandemic but we were we had a purpose in talking about thatyou were saying that if there's anything that's not working in theworld of digital marketing it's it's static content. And so you were sharinghow over at media fly not being able to go to events was really the impetus forrethinking content digital content in particular and how people interact withit. So I'm wondering if you can take us into the past and share what you wereoriginally doing and then the results that you were seeing from doing thatand then we'll launch into what you're doing now. Yeah awesome. So I thinkthat um not being able to go to events at the start of Covid was definitely apart of it. I think that it was just a piece of the puzzle. So there was a lotof other things going on. We obviously, like most sales organizations weregoing to events, we were not able to, we were at the time meeting withcustomers live on site at their locations. We were doing digitalcontent and digital marketing, but we weren't doing it to the extent wherelike everyone was fully digital, we were still relying on, you know, leavebehind paper brochure ware and things like that. So I think we were doing allthe traditional things that most people were doing pre Covid um when we couldhave these face to face human interactions and then like everyoneelse, although we had probably a leg up because we are a digital sellingsoftware company, we did have to kind of accommodate this complete and totalshift to digital selling. Yeah, absolutely. So when you were talking methrough how you originally approached digital content and digital marketingbefore rethinking the strategy and all of the moving parts. Yeah, so I thinkpreviously we were creating digital content um the only way that we knewhow and in the way that most people were, we were creating some videos, butfor the most part it was a lot of like pdf on screen And I think it was reallyearly on in COVID that we realized like, Hey, this isn't truly digital contentand this is probably not going to cut it for this digital world that we'removing into. So I think Gardner just put out a stat that by 2025, of salesinteractions are going to be digital and remote. And I know Forrester I'veseen some some similar stuff from them. So I think that as we move into thislike completely digital selling environment, um it's gonna get harderand harder to capture buyers attention and that static content, those staticlinear power points that you see sellers throw up in sales meetings orzoom meetings now more specifically and the PDFs that you're sending us followup are just really not going to cut it if you want to differentiate yourself.Yeah. Yeah, totally. So what are you doing now? Yeah. So it was early on inCovid that I think like I said, we we found that we weren't going to eventsanymore are sellers weren't meeting with fires in person. So we kind ofstarted to rethink our content strategy and then it was when we looked into ourcontent analytics that we really had this aha moment. So I would say it wasprobably within like the first couple of months after Covid hit that, wedrove into our quarterly content report. We use media fly me to fly salesenablement platform to power both our sales application for our sellers andalso our content hub or resources page on our website. So we can see all ofthese advanced analytics on both, how our sellers are leveraging the content,but also how our buyers are engaging with it. So who are they sharing itwith? How long are they spending on a...

...specific asset? How long are theyspending on a specific page? Are there certain areas of a piece of contentthat there were visiting over and over again? So I think it was like the firstquarterly content analytics meeting into Covid and we started to recognizesome patterns and the patterns were things like really popular long formpieces of content, like guides that we had been relying on for demand gen forso long um were being consumed the same way, so they were getting a lot lessfew times, people people weren't bouncing, they weren't landing on theasset or downloading it and looking at one page and then leaving like theyweren't interested in the content, they were looking at Every page for like5-10 seconds, so they were skimming the content. Um they were just consuming itdifferently. Our sellers were not leveraging nearly enough of the contentto help them close deals. So I think it was like 47% less than half of ourcontent at the time was being leveraged in sales interactions, which you wouldthink moving into digital, complete digital selling that number would havegone up and we noticed it was going down. So we kind of took a step backand we realized, okay, we need to rethink content creation. We need todetermine how we can create content that our sellers want to use and ourbuyers want to consume. And we kind of did that by looking at three things. Sothe first thing that we wanted to rethink was the copy or the message andyou mentioned this at the beginning, but we knew that people were burnt outon hearing about Covid. Like I think at the beginning everyone is like this ishow we feel about Covid and this is what we're doing to address Covid. Andand it got to the point where people no longer wanted to hear hope is ruiningyour life, hope it's ruining your business. Here's how we can help youfix it. It was like, here's how we can help you adapt so that you can moveforward and and still have your business grow and succeed and thrive.And so we started changing our messaging a bit. We started being, youknow, we we created everything to be challenged based in our messaging. Sostarting with, you know, this is not our product, but this is your challengeand this is us showing you that we understand your challenge and thenwe'll introduce our solution. When we get to that point, we shortened thetext quite a bit. We inserted more images to make things more swimmablebecause we knew that that's how people wanted to consume the content. Um, andthen we started to look at format, so that's kind of the second angle that wetook. And it's, you know, people don't want to just look at boring, staticcontent, like a PowerPoint deck, a pdf on the screen, like that stuff is notgoing to catch a buyer's attention any more buyers are inundated with contentevery day and you kind of need to do something more to differentiateyourself and to get your message heard. So we started looking at how can wemake the content experience, the content engagement experience that wewere creating more interactive. We included animations and things like ebooks and guides. And, and the longer format e books and guides that we werecreating. That we knew people were skimming. We started to kind ofcondense those down into, you know, more stackable consumable. Um, onepager formats. We uh, next look at consumption. So how are people, how dopeople want to consume content only? Actually, you asked me an interestingquestion last week, it was such a simple question. You were like, hey,what marketing books have you read recently that you would recommend? AndI had to think really hard about that, which is strange because I used to takea train to work And I would be on the train for like 10 hours a week and Iwould read like two books a week and I read a ton of books on mostly marketingand how to get my toddlers to behave better. But I could not think ofanything for the life of me when you asked me that question and I was like,when is the last time that I read a marketing book? And I think it wasbecause you know, since Covid started, I haven't had the time, I, we had, youknow, part time childcare and I was working a lot at night and I started toconsume different types of content to kind of, you know, avoid having to reada full book. So, you know, I realized where I'm podcast, you know, Neil Patelhas like a 10 minute podcast where he...

...does these, you know, 5 to 10 minuteepisodes on marketing things. And so if I was in the car by myself, I wouldlisten to a podcast or I would read like a newsletter that I got sent by inHanley on sunday night and she would have a bunch of articles in there thatwould be relevant for marketers. So I would read those, so especiallyconsidering how quickly things were moving and how much we had to changethe way we were going to market. The smaller stackable content worked betterfor me for the last year as well. So think about that and then think abouthow you like to consume any content in your consumer life. So you're lookingat like Netflix, Spotify, Disney plus. Those are the types of contentexperiences that we kind of gravitate towards so that we've come to expect.And so we thought a lot about how can we bring those consumer likeexperiences into our business, you know, sales, marketing content. And one ofthe ways that we did that was to create this concept of what we call no, noloose ends. So all of our content now or we're moving towards this is that wedon't create for follow up or for presentation. All of our content can bepresented and then it can be sent as a follow up piece at anima sales meetingand in the, you know, as it sent as a follow up piece, you can drill downinto the topics that were presented as deep as you want to go. So everything'slinked out to other assets, content recommendations but you can basicallyconsume as much content as you want about a given topic on demand. And sothat's one of the biggest things I'd say that we've done but those threethings really helped us kind of revamp the way that we're creating content andthe way that we're thinking about content and how people consume it. Umand we've seen some really cool results from it so we're really happy with whatwe've done so far. Hey everybody Logan with sweet fish here if you're aregular listener of GDP Growth, you know that I'm one of the co host of theshow but you may not know that. I also head up the sales team here at sweetfish. So for those of you in sales or sales ops I wanted to take a second toshare something that's made us insanely more efficient lately. Our team hasbeen using lead I. Q. For the past few months. And what used to take us fourhours gathering contact data now takes us only one where 75% more efficientwere able to move faster with outbound prospecting and organizing ourcampaigns is so much easier than before. I'd highly suggest you guys check outlead I. Q. As well. You can check them out at lead I Q dot com. That's L E A DI Q dot com. All right, let's get back to the show him our I love that. Ithink that way that you explained how you consume content got me thinkingabout how I consume content. And it was very much like you know and you saidthis before I choose your own adventure. Which speaks to being able to divedeeper into additional assets. But it's also funny how on the other end I wantto be able to be in total control. She's my own adventure. But I also wantthings served to me on a silver platter. Um and that's exactly what you're doingover Media Fi. That's so cool. Yes, I'm curious if there was a particular pointwhere you and your team pressed on in true digital content where other peopleusually stop and if there was a sort of like a landmark of, okay, we need totake this further. And if we could identify that. Yeah, I think we startedto use some new technologies to try to create this interactive content. And weuse like some flip book technologies that are out there, and we started tojust kind of put our content into these new formats. And what we realized wasthat, you know, I would say the first roadblock we met was like you can't putall of this content into these types of formats. So like we were trying to puta guide into like a flip book, but the flip book was so that you could jumparound and we were like, well it doesn't make sense if you don't readthis guide, start to finish, so let's take a step back. And then we we had afew pieces where we felt we over animated. So we were like, okay, wellwe need to just make sure that our...

...animation lines up with the story, thesales story that we want to tell. If if it supports the story, if it furthersthe story, it's good, we don't want it to distract from the sales story thatwe're telling. So we're not going to be flat create animations, just be flashy.We're going to create animations to get her point across and to help peopleconsume our message better. So I would say those are two things that we kindof struggled with at the beginning and took us a little bit of time to ironout. But then, interestingly enough, we actually started using a company calledPresent if I to create some of this animated content, and we ended upacquiring them because we found the services that they were providing tocreate this interactive content for us were so valuable, we wanted to be ableto offer those services to our customers. So we actually now will bein our sales reps, will be in meetings and they'll throw up their animatedpresentation and they'll be walking buyers through it and you know, they'llbe able to kind of veer off into the different topics that the virus want totalk about with all of the content right there. Um, kind of bundled intothat document and we'll actually have customers say this is awesome. I'venever seen anything presented like this, so it's a differentiator for us, butthen they're also like how it's great that you guys can provide the vehiclefor me to deliver my content. You can provide the sales application for us toput all of this content at people's fingertips and present it in real timeor, you know, send as a follow up. But how do I get this type of content intothat application and we now can actually offer them the services to dothat. So that's been a really cool thing to see to. It is how well thisnew format of content resonates with our customers, um and how eager theyare to put it in front of their own customers. Oh my gosh, that's awesome.That's also just a brilliant move. I'm so curious if I can take us down alittle tangent, kind of backing up to the meetings and conversations whereyou were idea hating and building out these plans. Can you kind of clue me inis to how you got from hey, something needs to change all the way to all thethings we've just talked through in terms of like the internal team. Yeah,for sure. I mean it was, it was, it takes a Village. It was our CMO myself,the content team. We also have a team of creative, like a creative directorand designers and, and our sales enablement director played a huge rolein it because she obviously is the person with their hand on the pulse ofthe content analytics and what's resonating with sales. So it was justthis kind of monumental effort and let me be clear it's not done yet, we'restill working through the content, but I would say we started the first pieceof present ified content that we created was a video that we hadliterally created like in power Point, that's how cool like the animationservices are. But we we basically were just trying to pitch, you know, one ofour products and the problems that I could solve for people and we createdthis a script for it and we gave it over to the presented by team, theykind of came up with a story board and we went from there and how the contenthas evolved from that. Like I think in that first meeting I was like, oh cool,we can create a bunch of videos pretty quickly. Um and then to what it'sevolved to now, which is like these interactive one page is where you havea one pager and there's like tabs at the top and you can just dive into, youknow, and you have like stats flying in and and just like the stuff that youreally want people to remember presented in such a visually strikingway. I think there's a stat, like, people remember, I think it's like 20%of what they hear, 30% of what they read, but 80% of what they see and soreally like putting those things individuals makes people take so muchmore away from the conversation, and I think we're seeing that more and moreand it's just been so exciting to see, you know, how we came from? Well, yeah,maybe we can create a video, let's storyboard that script to likeeverything that we're creating now is interactive. And the results that theanalytics on these these interactive...

...content pieces are just phenomenal.They're outperforming our static assets far and above a total snowball effecthere. Then just like if we can do this, we can do more and we we can do moreand more and more. That's so interesting. I love that. And I thinkthat's so typical of how good ideas happen. It's not like somebody comes inwith this master blueprint and is like, all right, everybody phalanx aroundhere's the plan. That's so cool. I think it was definitely trial and error.There was a lot of trial and error to try to see. And then, like I said, wecan track those advanced analytics. So every time we put out a piece ofcontent we watch it closely and we see how it's performing and we see, youknow, we talked to our sellers and we figure out how it's resonating withcustomers. And and I think when we started our platform can can tiecontent back to revenue. And when we started are at the height of its covidbefore we had created all of this interactive content, we had about 1% ofcontent that was actually contributing to revenue. And today we have like overalmost, I think it's almost 60% of our content is now contributing to revenueum and helping us to close deals and like I said, we haven't even presentified. We call it all of the assets that we want to. But just this newformat is just, it really differentiate us, differentiates us in front of firesand also just hold their attention so much better that they're they're likeintrigue and they want, they look forward to the next sales interaction.They're not like, oh, I don't want to talk to a sales person one more time toRight right, Wow, That is first of all, a massive jump and also just bigcongratulations to you and your team. That's insane. Thank you. I'm curiousnow when so talking about revenue is one result that you're obviously maybelike the penultimate result here. But what other things are watching? That'san indicator of this is really working even before revenue. I think it's likea lot of it is the time that people are spending interacting with our assets.It's also the amount of people that are involved in B2B buying decisions atthis point in time is like huge. Like these buying committees just grow andgrow and grow. So I think it's like our ability to speak to higher levelstakeholders sooner in the sales process. We've definitely improved thatwith this new type of content because I think it's. been easier for lower levelpeople within an organization to take it up to their key stakeholders who areactually making the purchase decisions and saying this is what we can do, thisis really cool. Let's go ahead and invest in this. Um and I think whenthey actually can see what's possible, they're more willing to kind of jumpinto the conversation earlier. So for companies wanting to Take inventory oftheir digital content and wanting to see results like 1-60% like thatmassive amount of jump. Can you kind of as you bushwhacked this experience? Canyou kind of like trail blaze or trail guide Fresh? I should say what, what acup the first couple steps are for somebody wanting to get well on theirway to seeing those results. Yeah, I think the first step is definitely tocomplete a content audit. Like you need to take stock of what you have. Um andthen I think the next step is a qualitative and quantitative approachto evaluating that content. Um so once you understand what content you have,take a look and see like what content analytics are available to you, I knowa lot of people don't have the advanced analytics that we have if you're notusing like a sales enablement platform or if you're using something separatefor your content hub on your website and sales enablement those stats mightbe you know the data maybe siloed that sort of thing. But take a look at thedata that you do have and try to come up with some hypotheses based on whatyou see. So, you know, we were able to look really quickly and identify somepatterns that we hadn't seen before. Can you identify patterns? Can you seewhat types of content with formats, you know or your one page is performingbetter than your guides? That sort of thing I think is going to be reallyhelpful but also talk to your sales...

...team if you're a marketing team andyou're trying to determine you know where to allocate resources, what typesof of topics and content types to focus on find out from your sellers what'sbeen most helpful for them or what they've, you know, when they've seen inmeetings with buyers that kind of aha moment for a buyer click in um anddouble down on those efforts. But I think you first need to audit thenqualitatively quantitatively evaluate what it is you have and what needs tochange and then you know, set some benchmarks for yourself so you cantrack your success and interactivity is obviously key. So I mean don't justcreate more power point decks, don't just create more pdf one pagers. Likeyou really need to kind of get your creative juices flowing and kind ofcome up with new and innovative ways to address today's digital fires becausethey're bored really hard. I love that. As you were like I said beforebushwhacking this foray into the new world of digital marketing. Were theretimes where you had to backpedal? Were there warning signs that you weren'tkind of on target to hit those goals that you had to reevaluate pivot changedirection? Yeah, I think so. I mean with any project there's growing pains.So I talked a little bit about how we had kind of dove in and we were tryingout new technologies at the beginning and they weren't always, I think it waslike I had worked on this document in the specific flip book technology forlike, and our designers had learned that there was like a learning curvethat and it was like months and months of work and then we got to the end andwe were like, we could do this better in a different format. And so we wentback to the drawing board and we completely scrapped it and started overand that was so frustrating. But the end result was amazing and we it's just,it turned out so much better, even though we had to kind of start back atsquare one, it was definitely worth it. I think there were a couple of momentslike that, we're like, oh man, why did we do this? We should have done it thisway. But I think having the, the ability to kind of take a step back andrestart and use a different technology or take a different approach tointeractivity was well frustrating worth it. Yeah, definitely. Forsomebody wanting to try this out, are there warning signs you would justhaving done it already, you're like, hey, watch for these things? Yeah, Ithink so. I mean like I said, don't just try to just like animateeverything and make everything, you know, I mean you can easily go into apower point presentation and just like animate the crap out of it. But youneed to consider a lot like how are you delivering that power point because ifthere's a million animations in it, you're not gonna be able to send itover email. So things like that, I would say you have to be really mindfulof. That's why, you know, we when we create these super animated, superinteractive pieces of content, we deliver via our sales enablementplatform. So not only can we deliver them, you know, seamlessly, there's nouh this file has to be turned into a link or whatever. You know, they canopen it and they don't have any issues with it, but also we can see whatthey're doing with the content. So the more data you can collect on whatyou're doing and the more technology you can use to obtain that data, um andkind of analyze it and and, you know, figure out exactly what's working,what's not the better off you'll be. So if there was one thing that you wanteda listener to take away or try out or stop doing, what would it be, um I meanstop thinking of content as the status quo and just something that you send usa follow up or that you have behind your sellers as they're talking,creating a content engagement experience. And looking at your contentas an experience rather than just an asset or something that you send aftera meeting is gonna go a long way for your strategy because it's especiallytoday where people just have so much noise coming their way and they can'treally differentiate different products.

You can really prove how different yourproduct is and make yourself stand out via your content and it's going to havea greater impact than then you think. So. I would say stop just accepting thestatus quo for content, wow. Well Jody, thank you so much for sharing all ofyour knowledge, sharing trial and error. And also um just some really good,really good warning signs to where can people go to learn more about you. Andmedia fly, yep. So for media flight can go to www dot media fly dot com or atmedia fly on twitter or instagram and you can find me on linkedin. Um it'sjust linkedin beck slash in dex slash jodi. Catchy. Beautiful. Well thank youso much for joining me on GDP growth. Thanks for having me. It was greatchatting with you Olivia. Mhm. Mhm. Mhm At sweet fish. We're on a mission tocreate the most helpful content on the internet for every job function andindustry on the planet for the B two B. Marketing industry. This show is howwe're executing on that mission. If you know a marketing leader that would bean awesome guest for this podcast. Shoot me a text message. Don't call mebecause I don't answer unknown numbers, but text me at 4074 and I know 33 to 8.Just shoot me. Their name may be a link to their linkedin profile, and I'd loveto check them out to see if we can get them on the show. Thanks a lot. Okay.

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