August 19 & 20: Built To Last Audio Conference From Buffer And Wistia podcast

August 19 & 20: Built to Last Audio Conference from Buffer and Wistia

Player FM - Internet Radio Done Right

12 subscribers

Menambahkan five tahun yang lalu

Konten disediakan oleh Ash Read and Built to Last. Semua konten podcast termasuk episode, grafik, dan deskripsi podcast diunggah dan disediakan langsung oleh Ash Read and Built to Last atau mitra platform podcast mereka. Jika Anda yakin seseorang menggunakan karya berhak cipta Anda tanpa izin, Anda dapat mengikuti proses yang diuraikan di sini https://id.player.fm/legal.

State Secrets: Inside The Making Of The Electric State

1
Family Secrets: Chris Pratt & Millie Bobby Brown Share Stories From Set 22:08

18 hari yang lalu22:08

Putar Nanti

Daftar

Suka

Menyukai

22:08

Host Francesca Amiker sits down with directors Joe and Anthony Russo, producer Angela Russo-Otstot, stars Millie Bobby Brown and Chris Pratt, and more to uncover how family was the key to building the emotional core of The Electric State . From the Russos’ own experiences growing up in a large Italian family to the film’s central relationship between Michelle and her robot brother Kid Cosmo, family relationships both on and off of the set were the key to bringing The Electric State to life. Listen to more from Netflix Podcasts . State Secrets: Inside the Making of The Electric State is produced by Netflix and Treefort Media.…

August 19 & 20: Built to Last Audio Conference from Buffer and Wistia

Beranda serial•Feed

The first ever audio conference for brand builders.

8 episode

#Entrepreneur #Business #Marketing #Built

August 19 & 20: Built to Last Audio Conference from Buffer and Wistia

12 subscribers

updated 5 tahun yang lalu

Beranda serial•Feed

The first ever audio conference for brand builders.

8 episode

#Entrepreneur #Business #Marketing #Built

Semua episode

August 19 & 20: Built to Last Audio Conference from Buffer and Wistia

1
Built to Last: Recap 4:02

5 years yang lalu4:02

4:02

Thanks for listening. Here's a quick recap of some of the key takeaways and themes from the last six epsiodes.

August 19 & 20: Built to Last Audio Conference from Buffer and Wistia

1
Nik Sharma & Benjamin Witte: Creating Breakthrough Content Strategies 29:55

5 years yang lalu29:55

29:55

Speakers: Nik Sharma: investor, marketer and advisor to some of the fastest-growing brands in commerce Benjamin Witte: Founder and CEO of Recess Links Add here Episode notes and action points Platform, audience, creative, experience When planning and executing campaigns, there are four key areas you need to think about: Platform: Where you’re sharing the content Audience: Who you’re catering to Creative: Image, video, copy Experience: Where the call-to-action leads to Understanding each phase of this process, how they differ, and the relationship they have with one another can turn a concept into a runaway success. Nik also recommends that your content should always be native to the platform you’re telling the story in. The new homepage Consumers are turning to Instagram more frequently to discover and learn about new brands, and if you’re active on the platform — whether that’s through advertising or posting organic content – the top posts on your profile are your new homepage. When someone visits your profile, they will see the latest 6-9 posts from your feed. Make sure you fill it with content that personifies (and sells) your brand. Action point : Open up your Instagram profile and check that latest 9 nine posts. What do these posts say about your brand? Moving from What to Why How do you get your message to resonate with audiences? Many brands focus their attention on selling the what: what their product is or does (e.g. an energy drink or email marketing software). But it can be more powerful to sell the why: Which is the bigger reason your company exists, the cultural tension it addresses. For example, with Recess: What = A sparkling canned beverage containing CBD Why = An antidote to modern times. Recess is about finding balance and the feeling of equilibrium that allows you to feel productive and creative. Focusing on the why helps consumers to form an understanding of your story, so that later when they see your product — whether it’s on a shelf in a convenience store, in a Google search result or Instagram post — they get a feeling of connectedness and understand what your brand is about, not just what you’re selling. Your why is most powerful when it speaks to an existing cultural tension of universal truth about the world. For example, Recess is made for creatives and offers a way to create space and balance. It’s an escape from the thousands of unread emails and notifications on your phone. To see this in action, check out how Recess shares its why on its homepage: takearecess.com. Copywriting is undervalued During the conversation, Benjamin explains that copywriting is arguably the secret to our Recess' success. In the world of marketing — especially social media — so much emphasis is placed on the platform (e.g. Facebook or Instagram) and the video/image/link being shared and often the accompanying copy is overlooked or added at the last-minute. Nik explains that he believes copy is one of the most underutilized aspects of creative across platforms and it’s something that could unlock growth if more businesses experimented with it. Action point : How different would your processes be if you you made copy the #1 priority across all of your content? And what would your results look like?…

August 19 & 20: Built to Last Audio Conference from Buffer and Wistia

1
Madison Utendahl: Brand Storytelling that Builds Community 22:37

5 years yang lalu22:37

22:37

Speaker: Madison Utendahl, founder of Utendahl Creative Links: Utendahl Creative Saves and shares are the metrics to measure Over the last couple of years, the metrics we should be using to measure success have shifted from likes and followers to saves and shares. When someone saves or shares your content it means it's resonating with them. A save means someone has found value in your content and it's something they want to reference and go back to. And if someone shares a post it’s a public declaration to show they feel aligned with your brand. So if your metrics for success are saves and shares, you’ll be able to build a very engaged and loyal social media audience. Keep your story moving forward You should look at every quarter almost like a season of a TV show for your brand. Across seasons (or quarters) some content will stay the same, and the overarching vision/story will remain. But in order to stay captivating and interesting to your audience, there has to be a new storyline, new characters, new ideas and new creative. When assessing your content strategy, ask yourself questions like: What is happening in Q1? And how does that play into Q2? What is the evolution of this character or this creative? To keep your audience hooked, your strategy needs to be constantly evolving. Plan ahead and use content templates If you want to consistently deliver high-quality, engaging content to your audience try to calendarize your content plan your posts one or two weeks ahead if possible. That might seem overwhelming, but having a brand book and content templates will help you a great deal. A brand book sets guardrails for copy and creative, so that no matter who is managing your accounts, there is consistency and aesthetic. Have a list of words that are on brand or off brand, and example posts that fit with your brand as well as others that don’t. And when it comes to producing content, templates can be your best friend. Templates offer a way to systematize your creative, so you don’t have to start from scratch with every post.…

August 19 & 20: Built to Last Audio Conference from Buffer and Wistia

1
Chris Savage: Investing in Brand One Episode at a Time 35:22

5 years yang lalu35:22

35:22

Speakers: Chris Savage, co-founder and CEO of Wistia Dan Mills, head of Wistia Studios Links: Chris Savage on Twitter One, Ten, On Hundred The Brand Affinity Marketing Playbook Downloads/worksheets: Finding Your Niche Audience Coming Up with a Great Idea for Your Show Episode notes and action points Marketing is about resonance, not reach Wistia spent $2 million on an advertising campaign that generated very little in returns. But it helped Wistia to understand that marketing is not just about reach, it’s about resonance. Great relationships are built over time and the goal of your marketing should be the amount of quality time people spend with your brand. After Wistia released its documentary One, Ten, One Hundred it saw a much larger brand lift from having tens of thousands of people spend over an hour watching the film that it did from having tens of millions see its ads and billboards. Brands like Wistia, Mailchimp, Shopify and InVision have started to shift budgets that would have been previously spent on advertising to making podcasts, documentaries and video series themselves. The idea behind this is that by focusing on a small niche of folks who really care about a topic, you can create brand affinity with members of that audience. Understand who you want to create content for (and why they should care) Wistia is creating content for marketers that care about the creative process. And no matter your industry, there’s an audience out there for you. “I think it's pretty hard to get too specific,” says Chris. “The most specific stuff is usually the stuff that shows off your expertise the most.” Each show Wistia creates is aimed at connecting with a different subset of its audience. And to ensure that its content is always on point, Wistia has a mandate that outlines its overall audience and a set of brand values it wants to communicate. If an idea doesn’t fit with its mandate, that show isn’t right for Wistia. By understanding exactly who you content is for, and why they would care about your brand, you’re able to create shows that will drive loyal audiences and brand affinity. Anyone can get started with binge-worthy content Today, everyone is making stuff at home. The production playing field has never been this even. A huge reason why people have been afraid to try video and audio content in the past is like, they're afraid of the brand risk of like, “Ugh, my videos don't look good enough” or “My audio doesn't sound good enough.” If these worries sound familiar, Chris is here to tell you that authenticity is going to trump professionalism (in fact, his Built to Last episode was recorded in his basement). If you have headphones, you can start with your computer. And over time, you can make it better. The key thing you want to think about is consistency and trying to figure out how you can repeatedly produce content around the problems that you think your customers are going to be interested in.…

August 19 & 20: Built to Last Audio Conference from Buffer and Wistia

1
Joel Gascoigne: Purpose Beyond Profit 25:31

5 years yang lalu25:31

25:31

Speaker: Joel Gascoigne, co-founder and CEO of Buffer Links: Joel on Twitter Buffer's Open blog (on culture and transparency) Episode notes and action points Consumer expectations are shifting (and brands need purpose beyond profit) Modern consumers expect more transparency and authenticity from brands. Consumers are demanding that companies take a stance and aim to be a net positive for society. Brands should strive to create a really differentiated and high-quality product for their target customers and also focus on thinking about how they could be a benefit to society as well. There’s a really big opportunity right now to capture the audience that is starting to really care about what businesses do beyond that product. Data point: A recent Accenture study found that 62 percent of consumers want companies to take a stand on issues such as sustainability, transparency and fair employment practices. Question the norms Joel likes to question everything when it comes to the way businesses operate. Buffer likes to reimagine things, break things down and start all over again to find the best way. This isn’t always about trying to reinvent the wheel. Often it’s simply to validate that the traditional way of doing things is actually the best way. “Even if we learn in the process that the traditional way is the best way, we will go ahead with that. It's more about not assuming that the current way is the best way and finding our own way along the journey as well,” says Joel. Action point: Think of one task you do every week or even daily… What does your current process look like? Try to break it down and explore whether there could be a better, more productive or simpler way to reach the same outcome. Profitability = freedom to experiment Buffer’s focus on profitability on being a long-term company enables the business to operate quite a lot differently than other companies. Buffer can do things that are great for customers and its team that may not provide an immediate return. This year Buffer has been experimenting with a four day work week, something that Joel believes could be a long-term benefit for Buffer but at the same time something that would be hard to encourage if the business wasn’t profitable. Other examples include Buffer’s ability to focus on marketing campaigns and strategies that have a long-term focus vs. driving immediate sales and its ability to focus on serving one clear set of customers.…

August 19 & 20: Built to Last Audio Conference from Buffer and Wistia

1
Emily Heyward: The Power of Focus 30:37

5 years yang lalu30:37

30:37

Speaker: Emily Heyward, co-founder and chief brand officer of Red Antler Links: Red Antler website Red Antler on Instagram Emily's book 'Obsessed - Building a Brand People Love from Day One' Episode notes and action points Launch with focus We have choice overload. There's too much information. So in this landscape, brands that come forward with a simple, clear offering are able to focus more on what they stand for and why it matters versus getting bogged down in the minutiae of their product offering. For example, when Casper launched it had just one mattress. And because of that, they didn't have to get bogged down in all the details about what makes each mattress different from the other. They were able to tell a story about why sleep matters to people, which is about really enabling you to live your best life. Know your target audience Focus comes not only from how you think about your product offering but also from knowing who your target audience is and just as importantly who they're not. A great example of this is Ursa Major, a clean skin care brand that offers products that have clean, nontoxic ingredients. The brand is rooted in an incredibly specific ethos which they describe as “low maintenance, high impact.” The brand is definitely for people who want to invest in great skincare products. But it's not for people who are looking for a full-blown beauty routine. It's actually for people who want products that feel amazing and work, but they kind of just want to get it done and then get out there to enjoy life. If you look at the brand and how it communicates, it has a very outdoorsy, nature-oriented, adventurous feel, and an adventurous target audience. This might turn people off. But those people are not its target audience. By being clear about who it’s for, Ursa Major is able to build stronger, lasting relationships with its customers. Ursa Major doesn’t want to serve everyone who cares about beauty, it wants to serve the customers that are the right fit with its brand. Action point: Who is your target audience? Try to define who your company is for and also which audiences aren’t your target customers. Understand what separates your brand from others Red Antler worked with the dating app Hinge to help it reposition and differentiate from other apps in the dating space like Tinder. The Red Antler team helped Hinge to relaunch as the relationship app, which very much put a stake in the ground that they were for people who were seeking something more long-term. They put together a marketing campaign around the idea that ‘Hinge is made to be deleted’, which clearly said to consumers: we want you to use Hinge, meet someone and get off Hinge. Tinder’s brand campaigns at the time were very different and rooted in the idea that being single is a terrible thing to waste. And it really embraces the fun of being single and not settling down. Neither approach is right or wrong. But both apps have incredibly clear positioning of why they exist in the world. This also creates a better experience for each set of customers because you're among like-minded people who are more likely to be seeking the same kind of experience that you're seeking. Whatever industry you’re in, you’ll have competitors. But what your brand stands for and how you approach solving problems for your target audience can be very different.…

August 19 & 20: Built to Last Audio Conference from Buffer and Wistia

1
Helena Hambrecht: Building a Brand Through Organic Growth 24:41

5 years yang lalu24:41

24:41

Speaker: Helena Hambrecht, co-founder and co-CEO of Haus Links: Haus website Haus on Instagram Helena Hambrecht on Twitter Episode notes and action points Uncover your growth flywheels Hubspot describes a flywheel as: momentum you gain when you align your entire organization around delivering a remarkable customer experience. For Haus, its flywheel is the concept of sharing its product with friends. Here’s how it works: Someone orders a bottle of Haus They invite a group of friends over, share the bottle, and all have a great time Those friends order a bottle of Haus and invite their friends over And so on… By creating a great product experience, and focusing its marketing efforts on showing customers how to enjoy Haus, the brand was able to create a flywheel that generates organic growth. Use content to educate customers As aperitif culture is growing in the U.S., not every potential consumer is familiar with the concept or exactly how an aperitif like Haus should be consumed and shared. So a key part of its growth flywheel is customer education. When people think about customer education, many think about FAQs, on-boarding guides or instruction manuals. But it doesn't have to be that way. Education doesn't only have to come in the form of copywriting or instructions. For Haus, imagery plays a really key role in encouraging sharing behaviors amongst its customers. If you look at photos on the Haus website, you're not going to see its product against a seamless backdrop in a studio with no context. You're going to see it in somebody's house. You're going to see it sitting on a dinner table with a group eating together. You're going to see it by the couch with a couple of people sitting together. (Note: Haus has changed its image style slightly because of COVID-19 and not wanting to encourage large gatherings of people.) Haus uses imagery to show customers how its product is designed to be consumed. It aims to make people think — “Oh, okay. I'm supposed to bring this bottle to the table. I am supposed to share it with the people I care about.” Helena believes that visual cues can do the work of hundreds and hundreds of words of copy. Action point: In your marketing, think about how you can use visuals to show how your product can be used and benefit customers rather than simply telling them. Your product is everything Having a great product is the key to organic growth, but you may need to adjust your idea of what product means… You could say that what Haus sells is liquid in a bottle. And by just making its drink the best on the market it would be a success. But Helena believes that product is much more than simply what you sell. You have to think of everything as your product. Your product is the overall experience someone has with your brand. From the buying experience on your website, to the welcome messages, unboxing, support. If there's one component of your customer experience that is subpar, your product is subpar. You really do have to think of the entire flow as the product. Action point: Put yourself in your customers shoes. Try visiting your website and running through the signup/purchase process… What doesn’t feel great? Which experiences are subpar? Make a list of ways you can make improvements and deliver a delightful customer experience form start to finish.…

August 19 & 20: Built to Last Audio Conference from Buffer and Wistia

1
Welcome to Built to Last 3:00

5 years yang lalu3:00

3:00

Thanks so much for joining us for Built to Last. Here's a quick taster of what we have lined up for you during the conference.

Selamat datang di Player FM!

Player FM memindai web untuk mencari podcast berkualitas tinggi untuk Anda nikmati saat ini. Ini adalah aplikasi podcast terbaik dan bekerja untuk Android, iPhone, dan web. Daftar untuk menyinkronkan langganan di seluruh perangkat.

Dengarkan 500+ topik

12 subscribers

Mirip dengan August 19 &amp; 20: Built to Last Audio Conference from Buffer and Wistia

Apple AirPods Pro 2 Wireless Earbuds, Bluetooth Headphones, Active Noise Cancellation, Hearing Aid Feature, Transparency, Personalized Spatial Audio, High-Fidelity Sound, H2 Chip, USB-C Charging

Amazon Fire TV Stick HD (newest model), free and live TV, Alexa Voice Remote, smart home controls, HD streaming

Amazon Basics Multipurpose Copy Printer Paper, 8.5" x 11", 20 lb, 8 Reams, 4000 Sheets, 92 Bright, White

Podcast Layak Disimak

August 19 & 20: Built to Last Audio Conference from Buffer and Wistia

August 19 & 20: Built to Last Audio Conference from Buffer and Wistia

Podcast Layak Disimak

Selamat datang di Player FM!

Bounty Paper Towels Quick Size, White, 16 Family Rolls = 40 Regular Rolls (Packaging May Vary)

Zevo Flying Insect Trap Refill - for The Zevo MAX & Standard Indoor Fly Trap - Catch Gnats, House & Fruit Flies - Easy to Use - Mess-Free Disposal (4 Refill Cartridges)

Nippies Nipple Cover - Sticky Adhesive Silicone Nipple Pasties - Reusable Pasty Nipple Covers for Women with Travel Box (Small (Fits A-C Cups), Original, Crème)

Amazon eGift Card - Amazon Logo (Animated)

Mirip dengan August 19 &amp; 20: Built to Last Audio Conference from Buffer and Wistia

Panduan Referensi Cepat

Mirip dengan August 19 & 20: Built to Last Audio Conference from Buffer and Wistia

Mirip dengan August 19 & 20: Built to Last Audio Conference from Buffer and Wistia