Name: How to Create Content That Sparks Conversations
Uploaded: 2025-06-05T19:26:04.410Z
Duration: 1 h 6 min 44 s
Description: How to Create Content That Sparks Conversations

Transcript for "How to Create Content That Sparks Conversations": Hello, everyone. Thank you for joining us for today's session, part three of the b two b marketer survival series. Today's session is called flame keepers, how to create content that sparks conversation. Very excited excited to introduce my speaker in a couple of minutes. I guess before we get started for those that don't know, hi. I'm Cindy. I'm the director of growth marketing here at Goldcast Events. I will be running through some housekeeping items before we jump right in. So first off, please share your comments and engage in the chat. We have some fun giveaways, that we will be giving away after, today's event. And the way in which you qualify for it is that you, one, show up. So, one, thank you for being here. But, two, share comments, engage in the chat, submit q and a. We have the option for you to enter it anonymously. So if you don't feel comfortable, having your name tied to the question, you have the option to submit a question that way. And for those that are wondering, yes, this event is being recorded. You actually can catch this session as well as our previous two sessions, prior to this, at our, hub, and you will get a link to the recording after this. And then be sure to check out the docs tab for any helpful resources. And, for those, if this is your first time on the Goldcast Events platform, please check it out, play around with the various features. And if you'd like to see how this works for yourself, go ahead and click on that Goldcast Events demo button, and we will be sure to reach out to you shortly. With that, I'm gonna go over what we're gonna learn today. So how to build authentic content. We're really talking about using video, how to repurpose that across different formats, how to create content that sparks conversation, and then things to avoid, just to ensure that you have a unique voice in the sea of content. And lastly, how to maximize engagement, before we go into q and a at the end of the session. Giveaways. So one of our three giveaways is the content creator starter kit. It includes a Loom cube, and a gimbal. You can, again, qualify by attending live, answering all the polls, commenting, and submitting text in the q and a. Next up, we have the voice keeper bundle, which is a YETI nano mic as well as a Moleskin smart notebook. And lastly, we have the Creator's Campfire comfort set, a ember mug to keep your coffee hot, a premium candle, and a weighted blanket, to ensure that you're cozy. So, name of the game here is engagement. So please keep the questions, comments going. And with that, I would love to introduce my speaker today, Alex Wren, from LinkedIn. Alex, if you wanna come on stage, she is the senior content marketing manager, over at LinkedIn. You if you're like me and you're on LinkedIn, you probably see, her videos all over LinkedIn. I call her the queen of video content on LinkedIn. But, yeah, with that, Alex, you wanna join me? I mean, Hope we didn't lose her in the abyss. There she is. Alright. So I'm here. You're welcome. Alright. Thank you so much. Thank you so much for having me. I'm loving all of the gifts that are happening. They're cracking me up in the chat. But, yeah, as, as Cindy mentioned, I'm Alex Strinn. I'm on the LinkedIn marketing team, specifically for LinkedIn ads. Been at LinkedIn for ten years. And, and yeah. I've done everything from, like, managing our social channels to creating some of our first, like, how to ebooks of how to use our products to, the more, like, multi format, multi channel campaigns. And now, recently in my career, I'm I'm more closely to product than I ever have been before. So really working closely with product and PMM and what our go to market strategies are for our recently launched pro products like event ads and accelerate and, like, CTV ads and, like, what the full funnel marketing strategy looks like, for that across our channel. So happy to be here. Awesome. Thank you for joining us. Fun fact, Alex and I, met at, I think, a dinner in LA, and she was from LinkedIn. Of course, you know, everyone's on LinkedIn. I'm like, oh, so cool. Nice to meet you. I go home, connect with her, and I'm like, wait. I I know you. I've seen you many times. I have you saved. The point was I had our team reach out to Alex. I was like, yeah. Alex has a lot of big videos at LinkedIn, and everyone on the team was like, no. We've been trying to talk to her. We've seen her videos all over the place. So needless to say, so very excited to have you, Alex. Thank you for joining us. And with that, I'm gonna move into kind of the first topic, if you will. So video, I I'm I'm eager to hand this over to you, but video, we know, is a catalyst for engagement. I think it's a really noisy marketplace. There's no shortage of events, content. We obviously see social media channels moving towards, the algorithm moving towards, you know, showing more video. I I I have a stat here. So video uploads on LinkedIn have grown over 34% year over year. I'm not gonna dive into all the the bullets, but, Alex, just what's what's your reaction commentary being on the inside, if you will, around this? Yeah. Video I mean, everyone's talking about video on LinkedIn, and, I've gotten, like, a couple of just, like, feedback even from the videos that, like, I posted that my the our our team has put thought leader ads behind. Most people are are nice, but then I get, like, some haters every once in a while that are like, oh, like, we don't we don't need another TikTok. Like, LinkedIn is a professional place. I'm like, yeah. We're not gonna we're never gonna be TikTok. We are a professional platform, so it's a different mindset. But regardless, like, video is gonna infiltrate every single platform, that you see, I think, because, it's just the preferred way of can can you, of, consuming content for Gen z and millennials, which make up, majority of the buyer group these days, at least in the b to b marketing world. So you gotta meet your audience where it where they are in the with the content that they want to consume. So, you know, enter video and, video. There's there's tons of great stats that we have just in terms of how it performs versus other content. So generating the five times more clicks than just like a static post and three times the engagement of just a text based post alone. And our recent research found, and this is like no surprise, but, the majority of marketers, speed marketers are now using video for lead generation on LinkedIn, which is important, I think, because I think some folks just think of video as a top of the funnel activity, but it's very much not. Video also is just it makes your brand more personable. I think it's a better in in many cases, it's a better, vehicle for storytelling, more real storytelling. And I've always said that people buy from people, not from companies. So it really video really helps to give, like, a face and a personality to your organization. I did a lot of the videos that I've done just for fun to educate people that follow me on video, and then our team ended up putting some thought leader ads behind them. And they were very top of the funnel. Didn't even mention video ads or CTV ads, and they've actually been some of our top converters. So it just kind of goes to show you that even if you're not talking about your ads specifically, it's can still serve as, like, a major, conversion tool down the line. And then I'm not allowed to say the actual name of the company, but this is just one of many examples of, like, a b to b organization that a customer that we've worked with that actually created specific LinkedIn per slide videos for their top leads. And by addressing each company directly, they achieved a 40% higher response rate compared to traditional outreach. So, it may seem like a very tedious job to create videos specifically for, specific audience or, you know, audiences or organizations, but you can just pick, like, your top five, rather than doing, you know, one generic one. Yeah. That's great. Thank you. I you know, a question I have just coming off of this because I think we're all looking for the right things to do and very easily, like, is is the takeaway, like, we should go all in on video. I mean, I imagine you'd want a variety in post, but, you know, simply put, like, is that where we're going? Like, just if we're limited on staff, is video where you should spend all your time, and what's the right mix if not? Yeah. I mean, I don't think you should abandon your other formats because different audiences like to consume content in different ways. It's just like, you know, we have a very diverse everyone has a very diverse audience for the most part, and they like to consume in different ways. So I wouldn't, like, abandon everything else, especially, you know, like email, for example. People have been saying email is dead for years and it's very much not, at least for us. So I wouldn't, like, eliminate all of your other formats or all your other channels, but I would say, like, at least for us, we're baking it into every GTM that we have. So say we launch a new ebook. We have, you know, email. We have, a static, like, a card with, like, a stat. We have a social video. We might do, like, a carousel ad, like, where it's, like, kind of the flip book. We might do a document ad where it's, like, a shorter version. But it's just, like, something that you should be baking in. And maybe even, like, more so than maybe you skip, like, the static because as you can see here, like, it doesn't perform as well. You can also it might be interesting to also just do, like, AB testing and seeing for your audience what's working well because I can't honestly say what's working well for us is gonna work, you know, the same for everyone on the call today. So you might wanna just, like, AB test for the audience and see. And then also in I mean, we'll probably get into this, but, you definitely wanna keep it short and sweet as well. I would say, like, 30 a minute max, and make sure that you are clear about the the value that you're gonna be delivering and what the audience is gonna get out of the video within the first, like, three seconds. Like, it's a very short span of time that you have to actually hook people. So you wanna make sure to, like, get to it quick. Yeah. I think it's funny. I think I saw a question in terms of optimal length. So, already, we're tackling the the q and a. I'll just add that, like, at Goldcast Events, you know, obviously, as a video content management platform, video is the core piece of our strategy. And the reason why I asked that is that I think, like, people kind of see video as a siloed thing versus, like, the static ads and, like, the content the rest of the content strategy. And for us, we actually start with video and try to figure out, like, how like, this event, for example, is being recorded. This is gonna be a core piece of, like, our our content, you know, engine, if you will. We will then repurpose it, to use for social clips, for email copy, for a blog, and even for potentially, you know, a longer media asset piece just because Alex is so chock full of knowledge here. I'm sure we're wanna we're gonna wanna repurpose a lot of And I think there's really no excuse in this day and age to not be creating more video because think, like, five years ago, it was so expensive, very, very expensive with video when you don't have much of a budget or if you're, like, an SMB. But now there's, like, no excuse with all the tools that are available. So yeah. Awesome. I I know we launched a poll. Let me see. Do we have the results in yet? Do we do? Okay. So what type of video content has driven the most engagement for you on LinkedIn? And it looks like oh, interesting. It's kind of like a wide variety. Thought leadership clips are up there, customer stories and testimonials, behind the scenes, company culture. I love that. Right? Yeah. I'm curious in the chat, because I think for a long time, I've heard, you know, individual accounts do better than company accounts. But now that we have the option to kinda run thought leadership ads on company accounts, if people can recall when they see these things, is it from an individual account or a company account? Random curiosity that I have. Cool. I'm gonna go ahead and move on. So I think just to to sum up, the TLDR on video, have fun while creating is what I'm hearing. Limit video lengths, focus on audience needs, and leverage tools smartly, and measure broadly. I'm gonna double tap on Alex on what Alex just said, and she said what's what's worked for them may not work for you. And so it's very, you know, depends on your audience and lasering in on their needs and how they like to consume content. We also have top five video rules here. Sorry. If you could just go back for one second. I wanted to double click on some of this. So, so the how fun while creating, this might seem obvious to some people, but I always say that, like, if I'm not having fun creating this content, then it's most likely that the folks that are consuming it are not gonna have fun consuming it. So you really wanna make sure that it's it's worth engaging with. There's so much content out there. So just, like, lean into your uniqueness. You know, lean into your weirdness. Make sure that it's you know, it doesn't have to be perfect. That was that's something that I keep running into with, like, customers. They're just, like, well, I don't even know where to start. And, like look. The first couple videos I made were terrible, but, like, they will naturally get better with time. And, like, the people walking in the background, the dog barking if you're at home, like, all of these things just, like, make it more endearing because it's real and, you know, that it's real life. And then we already talked about one to two for short form. Long form, like, oh, webinar like this, maybe 30 to 45 women minutes where it's a product demo focusing on audience needs. Again, like the video, it's done. It's not about you. It's about, all content marketing really is about answering, your customers' questions and their pain points and, like, answering those directly. That's gonna be the content that does the best. So the more the more audience research you can do and figure out, like, what people are hoping to for you to resolve for them. That's what you should be making video about. Tools, again, like, you can use Goldcast Events, Canva, CapCut. There's, like, plenty of tools out there that you can use. So like I said, there's really no excuse. And then measuring broadly, I just say this because, video is part of a an overall strategy. Right? There's other channels. There's other formats. But the MQLs aren't necessarily always the goal of, like, a video campaign. I think that's important because, video can really serve throughout the funnel, like, the full funnel. And I wouldn't throw away what others would say is, like, vanity metrics of, like, views or, like, clicks to a landing page because those are all part of, like, a holistic broader story that you're telling. Great. I think one of the questions that came up was measure broadly. I just I know you mentioned a couple of things. If if you could answer that very directly, like, what do you mean by measure broadly outside of don't measure off of MQLs? Yeah. I mean, we have a whole blog post that I can, you know, share afterwards and, and it can be sent out to the audience if helpful. But it essentially talks about how when you wanna create video, you wanna think about your objective first. So you're backing up your content into the objective, objective based advertising one on one. Right? So, like, thinking about what you're trying to achieve and then make the video, and then the KPIs will be reliant upon that. So say it's like, it's the video needs to serve as, like, a product demo. Your your KPIs for success are gonna be more much more part of of of the funnel. So maybe it is gonna be MQLs. Maybe it is gonna be, like, clicks into campaign manager, etcetera, or, like, someone reached out to sales. But if it's more of, like, an awareness of, like, hey. We just launched event ads, then MQLs aren't necessarily, like, the goal of that. Right? Or if it's, like, if it's if it's, like, a behind the scenes, like, culture type of play, like, MQLs aren't necessarily the goal of that. It's more of, like, the views and the engagement, the impressions, that kind of stuff. So I'm just saying don't limit yourself to, like, one set of KPIs because it really depends on, like, the objective of the video itself. Awesome. Thank you. Moving on to our next slide here. Top five video rules. I'm just gonna go ahead and hand this over to you, Alex. Oh, sure. Sure. Yeah. So I already mentioned grabbing attention within the first three seconds. You have a real short time frame there. So making sure that you are, you're saying right away, like, hey. Hey, v hey. In my case, like, hey, v v marketers, we just launched we just launched LinkedIn Accelerate. Here's how this AI tool is gonna help you, like, build your campaigns more efficiently and effectively, and then, like, dive into what it is I'm gonna say. Like, don't bury the lead and wait until, like, introduce yourself and blah blah blah. Stop talking about the weather. And then, like, at the end, you're like, oh, by the way, we just created this playbook. You don't wanna barely leave. Tailoring the message to your to your audience, like I said, if you can call out your audience similar to how that one organization made videos for their top, like, customers or leads or whatnot, say right away. Like, hey, demand gen marketers. Like, hey, event marketers. Hey, hey, engineers. Like, whatever it is, just, you know, call them out right away so that they know it's very clear it's for them. And then you wanna make sure you're designing for mobile first because most people out at least on the LinkedIn platform that are interacting with your videos, like, 60% of them are coming from mobile. So you wanna make sure that you're optimizing for small screens and that you're shooting vertically, including a clear call to action. I did see someone in the chat mentioned, like, how do you track, the success of your videos if there's no link? You always wanna make sure that when you're posting a video, you're not forgetting about that caption copy at that accompanies it at the top. That's just as important with the call to action. So, like, where are you sending people? If your video is talking about, maybe the event you're showing up at and you're trying to drive reg for, like, you know, one of the, sessions or something, It's a a CTA. The link is in there to go, to register for that session. So, yeah, you want what what do you want to the audience to take actions you want them to take? And then focusing on high quality visuals and audio, I have, a Loom Cube at home. I think that was one of your things on your giveaway. Those are top notch. I have a Loom Cube at home. I have, a small camera that I can't remember the name of right now, but I can I can share afterwards? And then just, like, sitting near a window, which I wasn't able to do today, so it looks like I'm in the hospital lighting, but I digress. If you could sit, like, near a window, if you have if you have a LoomCube, but if not, if you have, like, a proper camera, or just, like, a relatively cheap lab mic or something like that so people can hear you more clearly. I would make sure to that you're focusing on that. No one's gonna watch a blurry video. Like, it's just not happening with all the other videos that are out there to watch. What would you say to someone who, you know, when they start out? Because I think the question we often get is, like, how long do you give it before you're like, okay. This isn't really resonating with my audience? Because clearly, like, one video isn't gonna give you all the answers. Right? Like, what's your tip for someone starting out? Yeah. I mean, I think consistency is more important than, like, the amount of videos that you're putting out, because then people can, like, better understand what to expect from you, if that makes sense. So, like, if you're gonna post once a week, that's better than, like, posting five in a week and then no one hears from you for, like, a month. So that's what I would say in terms of frequency. And then in terms of just seeing how things do, I mean, organically, I would give it, like, a week or two, and that's when you'll know right away, like, if something's taking off or not. And then, honestly, the way that we do it sometimes is we see if something's performing well organically, and then we put paid behind our top performers. So if you wanna put out five videos, see how they perform organically in, like, one to two weeks, put paid behind the top performing ones. And then in terms of a paid campaign, I'd look, like, on a monthly well, yeah, I'd look on a monthly basis, to make sure that you're you have enough data to make an informed decision. And then from there, you can decide, okay. Well, maybe we may need to make this one shorter, or maybe, the audio wasn't, like, quite sharp enough on that one. And then you can, like, make optimizations as you go depending on what you're seeing. Awesome. Thank you. With that, let's move into common mistakes to avoid. I know we already started off and you said, so often you hear everyone wants to be perfect when they start. I suffer from the same syndrome, so I totally get it. What what else would you echo here? On that? Perfect. Perfection is the enemy of progress in so many facets in life. So, don't worry about overly polishing your videos. In fact, you know, there there's a place for every type of video. There's a place for the highly polished one that, like, maybe looks like proper, like, ad you might see on TV. Now we're seeing ads on TV that look like they were shot on an iPhone. So it's like, you know, it doesn't have to be this, like, big production that costs you, like, $10,000 or whatnot. So and again, if it's, like, highly edited, people can kind of sense that, like, oh, this isn't as authentic as maybe if so. I just felt like someone was talking directly to me versus I know that someone's reading, like, a script, which I've been guilty of doing in my own videos, in my own early videos. And then, captions are super important. So you wanna make sure I think, like, 80% of social videos are are watched on, because people are, like, commuting or whatever. So you definitely wanna make sure that you're burning those on at the bottom of the screen and proofreading them. Some people add the, like, auto captions but don't proofread them. Like, that's not what that word was. Dragging on for too long. We talked about this, you know, quick. Everyone's attention span is is dwindling. We already talked about talked about measurement. And then, again, like, focusing on the customer centricity of it all, what's the value for them. Obviously, it's like you wanna let your personality shine through and inject humor into your content if, like, that's your vibe, but focusing at the end of the day on what's in it for them. What what's your thought on, like, creating a series? Do those do you feel like those tend to prevent perform better? Does it matter? Yeah. I like a series because, again, it's like, oh, well, the one thing I'll say about a series is make sure that you front load. So make sure that you, you know, record if you're gonna drop one every week, record, like, six so that you have a good because once you establish something and then it drops off, it's like you're losing credibility with your audience. So I do like a series because folks are like, okay. This is what I'm getting from this. Like, this is what I'm like say it's like a, product tip Tuesday or whatever. Motivate Monday motivation. Those really do do well because it's meeting the mind of the market where they're at. Right? It's Monday. I don't wanna go to work, yada yada. But, like, here's, you know, motivational quote. So I do like them in that capacity, and they if you can put, like, a cute aesthetic, like, cute wrapper around it, that's nicely designed even better. But I would just say, like I mentioned, make sure that you front load so that you have, like, a repository to choose from so that you're not like, oh, shoot. It's Monday, and I didn't record anything. For sure. That's such a helpful tip. I think I think there's a stat somewhere where it's like, however many you do in the beginning is what sets you up for the success, and, like, you can have more forgiveness later if you miss a couple, but it's like the first few is kinda where people get hooked. What I've done in the past is that I've, like I've because I don't get ready and do my makeup and hair every day. Like, that's not real. So I get up. I get ready. I, like, do my hair and makeup, and then I'm, like, in the zone, and I record I knock out, like, seven videos, and I just changed my top. So it looks like it looks like it was a different day. Now I wonder I honestly wonder how often because I feel like some people have, like, the same you know, it's kinda like the Steve Jobs black turtleneck. It's like that's your same thing and that that's easy and you just keep it going. I, like there's times where I I have a lot of the same outfits. Like, I have a lot of black shirts and, like, this sweater I wear often, and so I feel like I probably look like I'm wearing the same thing and everything. That said, I think this is a good transition to our next slide about embracing, imperfections. And so I think for me, I'm just gonna own that if you see a video with the screen sweater, I promise, sometimes it might be the same day, oftentimes it's not. I just wear this often. But, Alex, I see I see your unpolished equals relatable. Vulnerability is powerful. I know that stuff resonates with me. What what else do you have to add here? Yeah. I just I think that we've for a long time in marketing, it's like we've all bought into this, like, corporate speak and, this this unreasonable expectation and level of, like, professionalism that we have that just isn't the way that people communicate to each other anymore. And especially, like I said earlier about Gen Z and millennials being, the making up the majority of the buying group these days. We are so desensitized to marketing messages because we grew up with this stuff. You know what I mean? Like, so it's a little bit different than the boomers of the world. And it's funny because you see some ads now that are, like, trying to, like, tap into the gen z millennial generation, but you can tell that it's it was probably written by, like, a boomer or approved by a boomer because it's so cringe. But, yeah. I think just talk to your audience the way that you would talk to, like, up here in the in in, in the office. I wouldn't, I wouldn't try to, like, overly complicate your language, you know. Just be yourself. Yeah. And I I think also, like, I think if you are a boomer that tends to talk like a millennial or vice versa, I would I would lean into that too. I think people remember people for stuff like that. Yeah. So jumping in, I mean, just extending, you know, what we're kinda saying here is that being unpolished is being relatable, being vulnerable. We just want really at the end of day, like, that human connection and to not feel like it's another template, right, out of the the same book. I think personalization is clearly very key here. Personalization is connection. I know, Alex, there's a ton of tips that you put here, so I'm gonna I'm gonna pass it over to you. Yeah. I mean, I think, some of these I've touched on already, but, like, the, for example, we've been hearing from our audience that, like, campaign LinkedIn campaign manager can be confusing, and they don't know, there's so many ad formats that we have. They don't know, like, which one to choose. So to resolve that, I'm actually hosting to extreme with that, I'm actually hosting, a live stream from the LinkedIn for marketing page on July 10. That's our first ever live demo of how to set up your first LinkedIn ad campaign. We never done this before in a live setting, and I really wanted to because I want to be able to answer questions as they come in so that we have a better understanding of where people are getting stuck. So that's an example of, like, creating content that directly, is hopefully gonna relieve audience pain points. Again, like with AI tools, it's never been easier to create segmented content for specific personas. Some tools you can just drop in, like, build your personas and then ask it to create a piece of content and, like, divide out maybe blog post by persona or by vertical or by industry. The more personalized, the better. And then, a webinar company that we work with did personalized email invites for different industries, like, five webinar teeth that driving engagement in tech, in fin serve, in health care. And it's no surprise that these tailored invites boosted their webinar attendance by 25% when they specifically called out their audience in the title and not bearing the lead. Awesome. I'm curious. Do you see, like, ads being used often? Because you're saying a webinar company here, personalized their email invites. So this is, like, doing it for email. They weren't doing it on LinkedIn. Right? Is that correct? Their invite boosted their webinar. Yeah. I mean, I think in this case, they just use I like, yes. I work for LinkedIn, but I'm not, I'm aware of the fact that everyone is using other platforms and other channels. Like, it it only makes sense. That's, like, what a good content marketer does. So they they might use event ads. They might and, again, it, like, it says it's for tech, and it is targeted to tech people and and tech companies wherever their audiences. If it's, like, marketers working in tech in San Francisco, like, whatever. You can get really granular with what they're targeting on LinkedIn. So they might do, like, event ads. They might do email. They might do, like, a video ad. They probably are also using they're probably also maybe they're, like, they're they're doing it on LinkedIn or they're doing it, like, on off platform, probably not doing it on Twitter because it's a dumpster fire, but you get the gist. Yeah. For sure. I just it was I was, like, digging into that because I'm like, how are people using LinkedIn to promote webinars? But I think you rattled quite a few, various tactics there. Yep. Curious question for me because at Goldcast, we definitely like personalization is a big thing for us, and we lean into AI to help us with a lot of that. Where does AI fit for you, Alex, kind of in your your workflow? Where does it fit? So, yeah, we use a couple of different, tools. Do we have we use Jasper AI for a lot of, writing and editing. And then, for video, we use Canva. Hopefully, we'll be using Goldcast soon. But yeah. So for Jasper, it's it's a really actually advanced tool. So, when budgets were cut, our team still works. We were expected to create the same amount of content. Jasper helped us scale our strategy in that sense. So, we you can drop in an asset, like an ebook and ask it to create a blog post that summarizes the main points. Maybe that's your, like, announcement post. It can do social copy. They can do I mean, I don't want this turned into, like, a Jasper ad, but there's there's lots of ways that it's, it's helped us scale our strategy. However, I will say it still requires the human touch of, like, editing, and there's still a rigorous approval process internally because we wanna make sure that, it's it's on brand. Although, you can upload your brand guidelines, and it does a pretty good job of following those. But, you wanna make sure that it's that it's on brand and that it is unique and it's not just, like, contributing to this, like, sea of sameness that everyone keeps talking about, but that, they're afraid that we're gonna run into with AI. And then we do a lot of, audience segmentation with AI. Obviously, we just launched our LinkedIn Accelerate tool, which is basically, like, your AI assistant within LinkedIn campaign manager, which tells you when you build a campaign, like, your recommended, recommended targeting for audiences. And, basically, what you do actually is you drop in a link to, like, where you want the campaign to go, and then it'll populate your ad copy and, like, ad copy variations and, like, potential targeting. So, that's another way that we we use it. Obviously, we have Microsoft Copilot that's on all of our calls taking notes, so we don't have to do that anymore. And it it summarizes action items and whatnot. I use Claude a bit in my personal life. For example, I just moved back to San Francisco from from, Southern California, and I had Claude, organize a look back plan for me and my husband for how to do it? That's just my type a personality. Yeah. I think, and then obviously, like, video editing, has become so much easier as well. So, yeah. Video editing. Sorry. There's someone out here, but I booked this room until noon. While while Alex fights through her room, I'd love to hear see in the chat, like, what everyone's using from a tech standpoint. I know Alex rattled off a bunch. I'm curious if there are any other Jasper users. I know Logan. I'm fully expecting you to drop Goldcast in there. But, yes, I I think that's that would be really interesting to see. While we wait for Alex, let's bring up our latest poll. There's still time to answer. Let's let's bring up the results to see where we're at. So question here is, have you started using AI tools to to support your content creation? For all the yeses, what are you using? And even the yeses, is but still experimenting. I also love to hear, like, what are we using and what we like and don't like and why. And then oh, I'm glad to see that only a small percentage is not yet and not sure. So perhaps the audience really are the experts here in in this regard. You getting the boot, Alex? Yeah. That's all good. I have another location right over here that probably has better lighting. Awesome. Cool. Thank you. Thank you for participating in the poll. I also put in in the chat I don't know. It's probably buried by now, but, if there are questions y'all absolutely want us to answer, please be sure to hit like because we will, taking that be taking that into account as we go through q and a. While Alice gets set up, I'm gonna go move on to our next topic, which is AB testing. I know I asked earlier, you know, you get started. You're like, is it working? Is it not? Let's let's talk about in a state where, we're running things. What types of things should we be testing? I see a couple of things here, run variations with headlines, length, visuals, experimenting with live video. Personally, so nervous when you tell me live. Funny because I'm on a live live session right now, but something about going live on LinkedIn, I'm just like, no. I'm not ready for it. Right. Monitoring key metrics all time and then adjusting your targeting and timing. Yes. We we love AB testing. I love AB testing. It gives us so much data. We've done everything from from that's what how we figured out that addressing our audience directly because we did it looks better because we would do, you know, marketers join this to learn how to, like, uncover better lead gen tactics, which is a terrible headline, but you get the point. And then when we actually put, like, the type of marketer, and perform better, we've done CTA, so, like, learn more versus, discover more, learn more, always performed better for us. And then, like, creatively, like, design wise, maybe we would do, some imagery in the feed that that's like like a a social card that has, like, a white background versus maybe, like, a darker, like, wood looking background. And the wood looking background did better, and our hypothesis was that it just kinda stands out more because the feed is already kind of, like, gray white. So, it's really interesting to and when you upload an ad campaign into LinkedIn, you might have they they actually recommend that you upload, like, a variety of images, and then it automatically optimizes for the one that's performing best. So, yeah. And then you can do, like, I think for us, live performs a lot better than prerecorded because people like the in the moment. The cadence kicked out of conference rooms. No. I'm just kidding. Hit the in the moment and being able to ask questions in real time. And then from there, you can look at the metrics like I've talked before, like, you know, two weeks in or whatnot and adjust the targeting, adjust the timing. Maybe it was too long for, like, the type of, you know, topic that you're discussing and, take it there. But I highly recommend AB testing. You learn so much about, like, what works with your audience. Awesome. Thank you. I think just reiterating a lot of what you just mentioned, doubling down on what's what works. Right? Boosting post with paid ads, that's definitely part of our strategy here at Goldcast Events as well. Sharing them across multiple formats and platforms, repurposing. I think here, I'll echo just from my front, repurposing what works well and using another channel, reusing your highest performing content for future campaigns. Anything else to add here, Alex? No. I mean, I think what I said that that the the campaign manager kind of optimizes for what's already working, best. But again, if you wanna use organic as kind of like a test bed, we've done that too to see, what's like, if we for example, if we launch a new measurement narrative and we we divide it out into, like, a video series. And the video series that's around conversions API tracking is doing better than the one around, like, the, the revenue attribution report, then we might decide to create more content around conversions API or, like, just very, very up the content. Love all. Alright. Now let's talk about how to nail the first ten seconds. Yes. So opening with, like, a bold statement or a powerful question, like, I don't know, like, you know, are you sick of seeing the same blah blah blah blah or, like, opening with the stat, is always good. People love, you know, stats or something that might be a little bit contrarian to what they typically believe to be true. So you can start with, you know, 89% of marketers actually are more interested in the brand when they hear from, an influencer or creator versus, like, a product sheet, which is true. And then you go into explaining, like, the power of thought leadership and, and the different like, what what good thought leadership looks like. I I mentioned, though, like, making it super clear of the value because for the marketer or for the audience because it's about them, not about us. And then using visuals, I we incorporate, some audio, although it's important that it's not too loud. So my first idea is that it was too loud and people were just like, turn it down. And I was like, I'm sorry. That's like what it's like inside my car and inside my head. But, yeah, making sure you're using, you know, text overlays, visuals throughout. There's lots of different cool things that you can do in Canva. Awesome. I'm sure it was funny when someone said you were too loud because I listen to my stuff. Like, I hate when it's the audio starts. And so it must have been nice to be like, oh, people actually still watch video with the sound on. That's true. I guess that's the silver lining of it. Circling back, I know I posed the question earlier about AI, but I think judging by all the comments and everyone's various tech stack, everyone here knows the AI train has left the station. Something that, a lot of our other speakers have hit on is AI isn't gonna come for your job, but the person who embraces AI will. So I know we have some stats here. Alex, I'm gonna go ahead and let you hit on, the ones that really speak out to you. Yeah. So these are all from our b two b, marketing benchmark report that we put out every year. The next one is actually launching later this month, the 2025 version, but these stats are from 2020 the 2024 version. So, most and we focus on B2B marketing. So, these these are all relevant for a survey that we did with B2B marketers specifically. But most of them are already using AI in their marketing efforts, which is, like, a very much increase from 2023 because we are officially in the AI boom, I guess, you can call it. Only 59% have established company guidelines for AI use, which is interesting because I feel like we're kind of still in the wild wild west. But I imagine there'll be, like, a little bit more regulation around, like, use cases for using it and checks and balances to avoid plagiarism and stuff like that. And then, only one in four feel like they have an extremely good understanding of how to use AI in their, like, everyday marketing activities, which I find interesting because a lot of people are using it, but they don't really feel like they have a good understanding of, like, how they should be using it. And that brings me to the next point of the fact that, like, only half of organizations offer some kind of training on AI. So I think we're gonna see a lot more of that in the near future just like whatever your onboarding process is when you join a company, like, that'll be part of it. It's like, here's why we use AI. Here are our policies around AI. Like, here's, you know, the use cases. Curious from the crowd if y'all are at a company that has established company guidelines around AI use. I think it's funny enough. I think at Goldcast, but I'm not sure that we have one. I know that we're very we're obviously an AI powered, company, but, I think we're definitely still in a world where we're all testing and trying to figure it out as we go. A a few yeses. I see. Okay. Moving on to some reported AI benefits here. Again, Alex, I assume this is from the the report that you you cited. Yes. This is from the report. It's kinda difficult to read, but I wanted to include it to so that you could see, like, all of the different, benefits that marketers are citing. So, productivity productivity is only, like, scraping the surface. You know what I mean? Like, I feel like that's, like, the first that that's, like, the scraping the surface of, like, what Genet AI can do for us, but, increasing productivity is definitely one of them. Acceleration of con content creation quicker than ever. Some people are using it as, like, a thought partner. So maybe dropping in, a bunch of different content around a specific, like, product or topic and then asking it to actually create a campaign, which I've done before. And you can ask, like, drop in a set set of keywords and then ask them ask it to create, a multichannel, multiformat campaign, like, based around ranking, hopefully, for those keywords. So cost efficiencies, increased creativity, which is surprising because for a while, it was like, is AI gonna kill creativity? But I actually think it allows creative people to be more creative and take away, like, more of the the tedious tasks that they don't feel like doing. More personalization becomes easier. We talked about that, like building segments and building, building, like, personas, better data and insights, improved engagement, and, like, you know, more time for other things. So more time to actually, build IRL relationships maybe versus digital. Oh, you're on mute. Of course, I'm on mute. I think one of the greatest things about AI so far, at least for me, is that you don't have to start from zero anymore. You can quickly get from, like, first from zero to first draft, and half the time, that's the the battle because I think once you start going, that's when all the juices start flowing. So that creativity stat really resonates with me. I'm gonna keep us moving so we have some time for q and a, but how marketers expect AI to transform by 2030, '50 '3 '3 percent think it will improve measuring ad effectiveness. 52% think it will streamline content creation and personalization, and 50% think it will be a game changer in predictive analytics. And then lastly, some repurposing strategies here. I know I've mentioned a few of these things that we personally do at Goldcast Events, but turn a single blog post into multiple Instagram carousel posts. I'm gonna go ahead and plug for Alex also on your LinkedIn as well. Extract key takeaways from a webinar and reformat them for LinkedIn and as well as other channels and then transform quotes from past posts into shareable graphics or tweets. That forty so an example here, forty five second video clip explaining what your product does, Cut it into three bite sized snippets for use across channels and your website. Can't say this enough. I know we've been hearing it probably since the beginning of time, but remember, working smart is better than working harder. I'm gonna do a last call for q and a before we go through it. Alex, any final thoughts from the panel piece before we go into q and a? I don't think so. I'm curious to hear I know a lot of questions have have come through throughout, so I say we just jump into the questions. Okay. Sounds good. Let me see. Okay. Let me do this one. So Cheryl says, I understand using video to push out, but what is the sparking conversation for people? So that's specific to you, to your organization, because, like I said at the beginning, like, audience research is so important. So, for us, when we figure out what to make content around, it's like aligning what our audience is is asking for and what our business priorities are. And since we're selling ads at the end of the day and selling, like, our solutions, our stuff is gonna be a lot different than maybe, like, what you would create. So it's about what's sparking conversation for your audience, and you will know that by doing audience research and, by testing and learning along the way. If I mean, more generally, I think, anything that's, like, timely and, that's timely that meets the marketers mindset of, like, where they are is, is important. Like, for example, if we have our product and we launch it, you know, randomly at September, that's one thing. But if we have, a campaign that's at the beginning of the year that's, like, recharge your marketing for 2025 with LinkedIn. That's very timely. It's very, like, okay. Everyone's everyone's thinking about how they're gonna uplevel this year, and everyone's thinking about their strategy and, like, what new tools they can use to impress their boss, whatever. That's a lot more of an interesting time to launch a new tool or launch a new product. Like, let's launch it within the campaign of the, like or within the umbrella of a larger campaign, not just launch it because it's ready. Awesome. The next question we have is, should video, should the video be on YouTube or another video tool when sharing on social? That's a good question. I mean, YouTube has shorts now, and they have their own kind of, like, TikTok type of feed. So I don't think it hurts to also share whatever you're sharing on LinkedIn on, YouTube as well. I would say I mean, for us, our audience is more so on LinkedIn and less on YouTube, because we are LinkedIn for marketing or LinkedIn ads. But if your audience is on YouTube, maybe you optimize for that channel. Like, it doesn't have to be, linked so LinkedIn focused. Awesome. I see that there's some folks that wanna ask their question live. So, Oh, we can do that? Yes. We can, and we will. I love that. Stop sharing this this slide. Amanda, I hope you're ready. I'm about to pull you on stage. That's so cool. Amanda, are you there? You're on mute if you're there. Oh, we saw you for a sec. We saw you and we heard you for, like, half a second. We can hear you. Yeah? Alright. Hello? I really have this pride. Yeah. I have a lot of questions. Can you still hear me? Yeah. Okay. So I feel like when I go off, like, these great, content creators that are producing videos that are you know, they definitely sound like the experts in that field. And I think there's a lot of fear sometimes from the people that I work with and also from a communications perspective because I'm the one that's like, okay. I'll be on video. Sure. Then I'm gonna say the wrong thing or it's not gonna be the right amount of expertise for people to really find it intriguing or interesting. So I work with people in the sustainability field, but I'm more in the communications field. How do you cross that boundary? I mean, we we all live in different places. I can't just walk into my boss's office and record them. So how do you create good content, compelling content when you're maybe not the expert and the experts live really far away? That's interesting. Yeah. We I mean, I I ask a lot of my teammates just to record on their iPhone and then send it to me. If hopefully, they don't need me to write a script. But, if that's what they need to to get it done, I'm happy to do that. Just, like, write them, like, a quick quick script script, and then they record it on their phone. They send it to me. I edit it. If they don't have a mic, that's fine because there's actually, like, tools that you can use. And I'm sure, like, Gold Tap, Goldcast has that those tools as well, but, like, just fixing the audio so that it sounds a bit more clear. So, yeah, I would say having them send videos to you. I would also say, like, just because you're not the, like, certified expert doesn't necessarily mean that you can't create a video on something. I mean, you work for the organization. You know whatever it is, your solution, your tool, whatever you're offering better than anyone else does on the outside. So I think it's fine, for you to mention for you to talk about it, yourself. I mean, I've I just empower I mean, I'm not, like, I'm not the product marketing manager on, on, like, CTV ads, but I talk about it all the time. I'm like, hey. Tell me tell me what's happening with CTV ads, and then they give me the content, and then I talk about it. So, yeah, that you don't have to be, like, the certified expert. Who's the certified expert anyway? I don't even know what constitutes an expert. So funny. It's funny because we obviously all sit here. We're like, Alex, you're the expert. That's why. But all the experts don't think they're the experts, which is, like, the funniest part to me. But, shame shameless plug. So we have a product actually at Goldcast called recording studio that allows you actually to produce, like, high quality, high definition video for remote teams. It's a great place to do, like, an interview, with your exec, that subject matter expert. But I'll just add the note because I used to work in industries where I'm like, I've worked in ag tech, construction tech. I don't know. Like, I've never worked on a farm. I've never worked on a construction site. But what I do understand is, like, the data on what peep what resonates with people based on the marketing that we're doing. And I think framing things that way for your subject matter expert so they can talk through that more and pulling out that nuggets that you know probably will do best on your channels, whatever channels you're using. I would say lean into that, and let me know if you wanna use recordings today to test it out. I think we've gotten really good feedback on it so far. Thank you so much, Amanda. I'm gonna go ahead and move you off stage. I'm gonna take another Yes. Thank you, Amanda. I'm gonna take another question from the floor, we'll say. Eric, if you are still there, I'm gonna bring you on stage. Hello. Howdy. Yeah. Hi. So just curious if, for distribution, what you guys have seen as some of the best practices. So such as, like, should we host it our webinar at the same time on, like, across platforms from YouTube or, Goldcast Events or Wistia or whatever as well as LinkedIn, or should we have it a kind of a private event and then after the fact do something, to the public or not even do it for LinkedIn because that's what we're kind of debating. It's like, is it worth the effort? I mean, if if your audience is on LinkedIn, I definitely think it's worth streaming simultaneously on all of them at the same time. As long as you have, someone who's, like, assigned to manage the social feed so that it doesn't seem like there's no one, you know, managing it. That it's just like because the whole the whole, interesting part of having it live is, like, one, I definitely think you should do it first of all because events, when you talk about them afterwards, are not as effective. People are like, oh, that already happened. But, like, in real time, it's so cool. It's like, I'm I'm there, the accessibility piece. I'm there even though I couldn't afford to go, like, whatever. But just make sure that you, have someone monitoring the social feed and asking any questions or, like, gathering the questions so that you can maybe do a follow-up to answer them later. But, yeah, I think it's worth doing across all of the platforms for sure. K. Fantastic. Thank you. Yeah. I'll just echo, like, making it accessible. So I think sometimes I've been in situations where you're having on one platform, you're promoting it across other platforms, just making sure that wherever you're having it, that, like, it's easy for that person to jump right in. And I agree with Alex. Like, managing the real time comments, really is part of it because people show up so that they can engage, ask things live, much like you, Eric. And so I think it's it runs the wrong way if you're, like, tuning and asking all these questions and commentating and, like, no one's there to say anything and react to it. Thank you so much, Eric. I'm gonna move you off stage now. We're gonna take one more live question. Logan, I'm gonna bring you up. I know this is your third one. Welcome to the stage. Thank you for joining us. This one today? No. Third one your series. So he's he's been at at most of them, I believe, if not all of them. That's amazing. Go, Logan. Thanks. Quick question for you, Alex. You talked a lot about, initial video stats on LinkedIn when we started. I'm just a little bit curious, what cadence are you seeing that helps b to b companies perform best? Like, is there correlation of causation of two videos a day, twice a week, a video posted every single day? What does that kinda look like? That's an interesting question. I don't know if I have, like, hard data on that. But I will say for us, it's for us, we have, like, a variety of different teams creating content that goes on our LinkedIn for marketing page. And I would say, we don't publish more than two from each of the series a week. Unless you're doing kind of, like, a takeover. Like, for example, we're going to the Cannes Lion Festival Creativity in a couple of weeks, and we're gonna do, like, something every day. Because it's, like, in the moment and everyone knows, like But otherwise, I think you don't wanna oversaturate your audience with, like, too much at one time. And also, it's kind of, you're kind of, like, just wasting it. Like, if you put all your content out there and people are overwhelmed so they don't see it, you're not getting the most juice out of your content than you can versus if you would, like, drip it, over the course of, like, one every week for, like, several months or something. You know what I mean? Like, if it's if it's too much all at once, then people are just gonna miss it. So, yeah. There's one thing I mean, the thing that that, I know that on LinkedIn, you can filter by a page's video so you can see, but there's not, like, necessarily one place where you can house, like, a video series. And, you know, I think the product is is working on that. But in the meantime, that's that's where you can leverage stuff like blogs and whatnot to, like, organize all your videos in there or maybe do, like, text versions of videos. But, yeah, we to answer your question, I think, like, one a week or, like, two a week will be sufficient unless you are doing some kind of, like, in the moment takeover. Awesome. I hope that helps. Yes. Thank you so much. Thanks, Logan. I'm moving off stage now. I know we're just just about at time. So my apologies to those that we could not get to your questions. For the two, I believe Jennifer and Brad, you guys raised your hands. If you guys wanna submit it in the q and a, we'll make sure it gets answered, after the event. But thank you so much to my speaker, Alex. I wanna give you special flowers for having to navigate moving rooms and jumping back in without missing a beat. You truly are a pro, and we thank you so much for your two. Thank you. Sorry. Sorry about that transition there. But, hey, it's real. It's relatable. Right? It it is. You're putting the human in human marketing for sure. Just a reminder to everyone, this is being recorded. You have access to this recording, through the same link. If not, you will get an email following up with the same link. I hope that you enjoyed this part. And if you did, please tune in next week for part four where we'll be unveiling our webinar benchmark report, results. And then the last one is focus focusing on marketing operations and how to use AI to build your tech stack. Again, thank you for joining us, and we hope to see you back here for the next one. And you'll probably see at the end of this, we also have a special program later in June called summer camp. Stick around, catch the video, and see what it's all about. Thanks so much, Alex. I'll talk to you soon. Thank you. Take care. Summer break is here. Time for freedom, discovery, and, of course, camp. Welcome to Goldcast Summer Camp, where marketers who aren't serious about video first strategy so to earn their merit badges. Escape the old marketing playbook. Over four jam packed days, you'll explore how modern teams ideate, repurpose, and distribute video content that fail. Check out daily keynotes, tactical sessions, and a few surprises, all led by marketing trailblazers who earned their stripes in the wild. Shop in your skills, build campfire connections, and flop stories with the boldest minds in marketing. Claim your spot, earn your badge, and don't miss the campfire before summer ends. Summer break is here. Time for freedom, discovery, and, of course, camp. Welcome to Gold Cap Summer Camp, where marketers who aren't serious about video first strategy go to earn their merit badges. Escape the old marketing playbook. Over four jam packed days, you'll explore how modern teams ideate, create, repurpose, and distribute video content at scale. Check out daily keynotes, tactical sessions, and a few surprises, all led by marketing trailblazers who earned their stripes in the wild. Sharpen your skills, build campfire connections, and flop stories with the boldest minds in marketing. Plan your spot, earn your badge, and don't miss the campfire before summer ends. Summer break is here. Time for freedom, discovery, and, of course, camp. Welcome to Gold Cap Summer Camp, where marketers who are serious about video first strategy so to earn their merit badges. Escape the old marketing playbook. Over four jam packed days, you'll explore how modern Teams' ideas create, repurpose, and distribute video content at scale. Check out daily keynotes, tactical sessions, and a few surprises, All led by marketing trailblazers who earned their stripes in the wild. Shop in your skills, build campfire connections, and flop stories with the boldest minds in marketing. Plan your spot, earn your badge, and don't miss the campfire before before summer ends. Summer break is here. Time for freedom, discovery, and, of course, camp. Welcome to Gold Cap Summer Camp, where marketers who aren't serious about video first strategy go to earn their merit badges. Escape the old marketing playbook. Over four jam packed days, you'll explore how modern teams ideate, create, repurpose, and distribute video content that fails. Check out daily keynotes, tactical sessions, and a few surprises, all led by marketing trailblazers who earned their stripes in the wild. Shop in your skills, build campfire connections, and flop stories with the boldest minds in marketing. Plan your spot, earn your badge, and don't miss the campfire before summer ends. Summer break is here. Time for freedom, discovery, and, of course, camp. Welcome to Gold Cap Summer Camp, where marketers who aren't serious about video first strategy go to earn their merit badges. Escape the old marketing playbook. Over four jam packed days, you'll explore how modern teams ideate, repurpose, and distribute video content that fail. Check out daily keynotes, tactical sessions and a few surprises, all led by marketing trailblazers who've earned their stripes in the wild. Sharpen your skills, build campfire connections and flop stories with the boldest minds in marketing. Plan your spot, earn your badge, and don't miss the campfire before summer ends. Summer break is here. Time for freedom, discovery, and, of course, camp. Welcome to Gold Cap Summer Camp, where marketers who aren't serious about video first strategy go to earn their merit badges. Escape the old marketing playbook. Over four jam packed days, you'll explore how modern teams ideate, create, repurpose, and distribute video content that's stale. Check out daily keynotes, tactical sessions, and a few surprises, All led by marketing trailblazers who earned their stripes in the wild. Shop in your field, build campfire connections, and flop stories with the boldest minds in marketing. Plan your spot, earn your badge, and don't miss the campfire before summer ends.