Ep. 40 Tara Robertson - Effective Video Content for Marketers

How easy is it for a marketing company to effectively produce a video? The answer is a lot simpler than you think — of course, the effectiveness comes down to proper orchestration and thoughtful planning, but even companies equipped with nothing but a smartphone have the opportunity to put out something great. In this episode of the Master Marketer Show, we sit down with Tara Robertson, the Head of Demand Generation at Chili Piper, for a discussion on effective 

Let’s get started!

MINDSETS:

• “Can this be a video?” - Even six years ago, video didn’t have the impact it does now. Especially with TiKTok’s strength and prominence, when you’re at work, ask yourself whether or not what you’re doing is video worthy.
• Embracing Scrappiness - Do videos have to be polished? NO! At least at the start, video production is a learning journey, and your audience will stick with it for as long as you do. Expert content developers may seek something “polished,” but consumers are always seeking something “real.”
• Organic-Looking Assets - Why spend more money to reach the same audience? Review your data and question whether spending more money on video production will actually get you the results you need.

SKILLSETS:

• Embrace Kickoff Meetings - When a new project is starting up, don’t limit ideas to the marketing team. Creativity extends to everyone, and being open to ideas is a leadership skill that can’t be discounted.  
• Master the Process - Chili Piper often is able to produce 5 videos a week. That comes from a streamlined process that includes focus on storytelling, recognizing audience channels (TikTok v. LinkedIn), and testing EVERYTHING along the way. If you stick to the process, it not only becomes easier over time — the consistency will also be noticed by your audience.
• Understanding Your Audience - Video is certainly a skill, but content is an undeniable necessity no matter the venue. Understand, first, what your audience is even seeking. If you’re spending resources on video for an audience that’s best served by blogging, you’re wasting your time. 
• Storytelling - Before beginning video production, ask yourself: do you have something interesting to say? And if the answer is “no,” are you able to pivot? Being able to self-edit plays a large role in the success of content creation.
• Get to the Point - Algorithms reward retention. Knowing when to cut a video short plays an important role in viewership completion and, in effect, how the algorithm of any given media venue treats your content. 

TOOLSETS:

• Podcasting
• Video Production & Storytelling
• Demand Gen Softwares
• Paid & Organic Social Media
• Riverside 
• Gong
• Spreadsheets
• Chili Piper Calendar Booking Links
• Logitech Webcam
• Shure Microphones
• Lighting Equipment

RESULTS:

How has a focus on video production played out for Tara & the team at Chili Piper? Recently, their efforts have amassed them over 1,000 subscribers on YouTube — that’s no easy feat! They’ve also expanded their following to over 50,000 followers on LinkedIn, and 50,000 total podcast streams (and counting!). Video has become a crucial touchpoint for everything from blogging to customer support, and the team is roughly able to attribute nearly $3 million in the Chili Piper pipeline to video production. 

A bit more about Tara:

Tara Robertson is the Head of Demand Generation at Chili Piper, the only complete Meeting Lifecycle Automation platform built for teams. With a career in marketing dating back to 2009, Tara has expertly adapted to the business environment and curated the leadership skills that many of us dream of. As a B2B mar