#AtTheBar Episode 1: Nick Whitehead – Video Content | B2B Challenges | Marketing Channels

Join Mike Pritchett, CEO Shootsta and Nick Whitehead, Head of Marketing at Viostream in the September Edition of At The Bar.

Episode 1 of 4

Transcript

Mike:
Welcome to our At The Bar series where we invite special guests from the marketing industry to come here every week for a month and share knowledge and expertise.

Today, we have Nick Whitehead Head of Marketing at Viostream.

Viostream is a digital platform to enable companies to share, distribute and manage their video content; kind of like a corporate YouTube.

Nick has over 15 years of sales and marketing experience helping organisations enable their video content all around the world.

So Nick, can you give us a bit of an overview of Viostream’s marketing where it has come, and where it is headed?

Nick:
To make it interesting the way that our marketing has evolved is really in line with how our market has evolved.

When we started, believe it or not, YouTube had not even been invented. So back in the early days, we were educating people about why they should be using video and how they could create video, and things have come a long way since then.

The market is a lot more sophisticated. There are great offerings out there, like Shootsta, that are helping people create a lot of content and where we are positioning ourselves in the market is saying once you have got great video content it is kind of the start of a good video strategy, not the end. So we work with them to take that video content and help turn that into business outcomes.

Mike:
So, what are the biggest challenges, for you Nick, for B2B marketers and the way of content and what kind of content do you find is more valuable to B2B marketers?

Nick:
So the challenge that we are seeing from our B2B marketing customer base is first of all visibility, second engagement, and third conversion.

So we see that video has a powerful part to play in each of those; from the visibility perspective, it is very powerful. From a search perspective, Google is more likely to prioritise search results from video content when it’s done properly.

From the engagement perspective, we know that on average video will help drive time on site two to three times longer than if you do not have video content.

From a conversion perspective, we know that shoppers on average are about 1.7 times more likely to buy if there is a product video there then if there isn’t.

So that is really how we support marketers in those challenges of discovery, engagement and conversion.

Mike:
So as Viostream, how do you reach people that have opted out for marketing and what would you say is the most powerful marketing tool for you in the company?

Nick:
Our challenge is not so much people who have opted out, but just those that are totally unaware of our brand. Gaining visibility across our target segments of marketing communications and digital technology professionals, that’s the biggest challenge for us.

So when we think about the most effective channel, it comes down to the individual and what’s relevant and what resonates with them.

We make sure that we try and your wrap our messages 360 degrees around them which could be through email or phone based outbound communication. It could be a LinkedIn post it, through research papers and industry organisations.

We just make sure that wherever they turn to for information that we are there and so we can try and deliver personalised content to them.

Mike:
Talina has given me some surprise questions so we shall see how this one goes and apologies to spring them on you I have not read these so we will see what they are…

Would you rather have to handwrite every communication or have to sing it to the theme song of the show friends?

Nick:
Oh man, I am a terrible singer, so I am going to have to go with handwriting everything.

Mike:
Do you want to give us an example of you singing?

Nick:
Absolutely not… [laughs]

Mike:
Thank you so much for coming on the show!

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