#45 | Chris Savage | Content Is the Product

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Louder Than Words with John Bonini

John Bonini

51 episodes

5 months ago

Why do certain brands and creators become your favorite while others are forgotten? Why do they seem to effortlessly garner so much more attention than everyone else? Turns out, it’s not the tactics. They’re using the same tools and doing the same things as the rest of us. So, what’s the difference? Since 2015, Louder Than Words has hosted the world’s most prolific marketers and creators to explore how they cut through the noise to build unforgettable brands. Hosted by John Bonini.

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#45 | Chris Savage | Content Is the Product

Louder Than Words with John Bonini

54 minutes

1 year ago

#45 | Chris Savage | Content Is the Product

This week, John sits down with Chris Savage, co-founder and CEO at Wistia. The team at Wistia has always approached content differently than most other companies. They host, and film, parades. They buy and refurbish old station wagons. They record original music. All for the content. In this episode, John geeks out with Chris to learn all about the how and why behind Wistia's unique flavor of content over the last 17 years.

Discussed in this episode:

Creativity and quality are essential in content creation to capture audience attention and build trust.
Human connection and trust are crucial in content marketing and brands should focus on building relationships with their audience.
Treating content like a product and investing in its quality and research can lead to audience trust and loyalty.
Providing a good experience for non-ready customers can help grow the audience and build trust for future conversions.

(00:00) - Introduction
(02:59) - The Power of Details and Originality
(03:55) - The Role of Music in Branding
(05:50) - Recognizing and Nurturing Talent
(07:14) - The Significance of Attention to Detail
(08:12) - The Impact of Presentation and Branding
(09:11) - The Importance of Getting the Details Right
(10:05) - The Value of Small Details in Content
(10:58) - The Evolution of Music in Wistia
(11:54) - The Connection Between Product and Brand
(13:14) - The Impact of Branding on Content
(14:36) - The Power of Creative and Risk-Taking
(16:00) - The Balance Between Quantity and Quality
(19:21) - The Value of Failure and Iteration
(21:20) - The Perception of Audience Size
(22:19) - Investing in Presentation and Brand
(23:14) - The Impact of Tone and Feeling
(25:08) - The Power of Authenticity and Creativity
(26:35) - The Connection Between People and Brand
(27:30) - The Importance of Trust and Guidance
(27:59) - The Power of Creativity and Quality
(28:58) - Building Trust through Content
(29:54) - Delivering Value and Building Trust
(30:24) - The Importance of Human Connection
(31:53) - Creating an Audience of Trust
(32:50) - Treating Content like a Product
(34:14) - Providing a Good Experience for Non-Ready Customers
(35:12) - The Role of Faces in Building Trust
(36:10) - The Importance of People in the Brand
(37:07) - The Rise of the Creator-Led Economy
(38:05) - Maintaining Content Values as the Team Grows
(39:34) - The Success of the Brandwagon Series
(40:29) - The Concept and Execution of One, Ten, One Hundred

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Thanks to my friends at hatch.fm for producing this episode, the promotional clips, and handling the overall production of Louder Than Words.

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