You’ve just uploaded your latest webinar. You grab yourself an appropriate beverage and prepare to sit back and watch your audience engage with your content.
And why wouldn’t they want to engage? Your webinar’s full of great thought leadership on the topics that are the most important to your brand and your customers. You interviewed a subject matter expert who provided insights you know are valuable.
But your webinar’s an hour long, and nobody’s watching it. They might start the video, but no one’s watching the whole hour.
That’s where short succinct audio and video clips are so powerful. A potential customer doesn’t have 60 minutes to engage with the source content, but they might have 60 seconds to watch a relevant clip, and then they might watch another clip or even better view the entire webinar.
This is exactly what Tim Glomb, VP of Content and Data at Cheetah Digital has found to be so successful. He wants to know who’s watching and what they’re watching. This intelligence helps create a slippery, snackable entry point for his audience. He knows these webinar clips might be the only way a customer will begin a journey with Cheetah. Such a journey is critical to driving revenue and growth. Tim discusses all this and more on the latest episode of The Casted Podcast.
Digging into Key Takeaways
For each episode, we like to highlight some key takeaways. Think of it as a podcast outline or live show notes. Here are just a few of the takeaways that really stood out to us in this episode.
Video Is Crucial for Your Marketing Strategy 🎥
If a picture is worth 1,000 words, then a video is worth a billion. Plus, your audience can consume video much faster and with greater recall than other content formats. For Cheetah, that means building all of their content around video and then cutting up the long-form into key takeaways to both promote their content and to better target the right customer.
Making Snackable Content in the Casted Platform 🍿
No matter how valuable your content is, nobody has time to watch an hour-long video. Even a 30-minute webinar is a big ask these days. So how do you drive traffic to these long-form content formats? As Tim tells us, it’s all about leveraging snackable, bite-size, slippery content.
Getting Other Teams Within the Company on Board 👏
You know that saying about how you can lead a horse to water, but you can’t make him drink. Well, sometimes leading your audience to content is just as difficult as getting your audience to consume it. And sometimes that’s because your sales and marketing teams aren’t on the same page or using the same engagement tools. However, Cheetah’s sales team is leveraging bite-size clips just like the marketing team, and the salespeople who do it the most are the most efficient and the most successful.
Tim’s Perspective on ROI 🎉
At some point, a brand’s CFO will want to know how podcasts and video are contributing to the bottom line. And if you’re the marketer called on the carpet, it can be very difficult to convince your CFO that these channels directly achieve ROI. That’s because the finance people are wrong about prioritizing the return on investment over the return on engagement. Without engagement over the long run, there may not be any ROI, and as Tim shares, it’s not about the cost of a podcasting platform. It’s about efficiency, saving time, and eliminating pricey third-party vendors.
Interested in More from Cheetah Digital?
To learn more about Cheetah Digital and all the incredibly cool things Tim and his team are doing with content, make sure to visit CheetahDigital.com, and check out any of their podcasts, like Thinking Caps, The Pulse, and Uncaged Wisdom.
Want to skim through Tim’s episode instead of listening? Read the transcript here.
About Season 7 of The Casted Podcast
Welcome to Season 7 of The Casted Podcast, where we focus exclusively on our customers. Why? By becoming a Casted customer, it's pretty clear how committed these brands are to delivering high-quality content that their audiences truly want, and they want to share their experience and knowledge of how audio, video, and text-based content fits into an integrated marketing strategy. Hear from the most forward-thinking brands discovering how to harness the power of conversation and amplify their content marketing in a range of formats and channels to grow their audiences. They're practicing what we preach, and we want you to hear all about what they're doing, why they're doing it, and most of all, how you can do it too.
