Maeva:
0:06
Hello.Hello.Welcome to another episode of the Flying Cat Marketing Interview Series.Today I have Rish Bhandari from Content Beta,and we're gonna be talking about scaling video content production for SaaS companies.I'm really excited about this episode today.Everybody wants to get into video,but it does sound like something that's very costly and takes a lot of time,and we all know how painful it is to edit a video,and how the heck can you do that at scale?So I'm really excited to talk to you today,Rish.How are you?
Rishabh:
0:38
I'm doing pretty good.Thanks for having me on the show.
Maeva:
0:41
Yeah,absolutely.So why don't you tell me a little bit about Content Beta before we dive in?
Rishabh:
0:48
So Content Beta is a video and design service for B2B SaaS.We work with product marketers and customer enablement teams to normally scale their creative content production;stuff like product videos,illustrations,video ads,social media illustrations,demo videos,customer videos.And normally,because of our focus on SaaS,I turned around time and our process pretty easily.
Maeva:
1:16
That's...that's awesome.I'm excited to dive into the actual process and workflow:this is,I know,a pain point for a lot of people.So,before we dive into the scaling part,there's a lot of different kinds of video content that a company can produce.What kind of video content should we be producing at each part of the funnel?
Rishabh:
1:45
I think at a very high level,I think any...I speak specifically for software apps.There are five types of videos which are very important.So first is product explainers,where you explain your product in a non-animated way,where you show your real products.That's what I see mostly.Then product demos,which is slightly more middle of the funnel,bottom of the funnel.Customer videos:so rather than you harping about how great you are and how great the features are,can a customer speak about how they benefited from your product?Authority videos:probably the senior execs could be founder,could be Head of Marketing they could try to build authority on social media,say Twitter or LinkedIn,those kind videos.And the last is onboarding video;when you actually sign up your customer,how do you make sure that that user sticks around?How do you make sure that the person is married to your product by onboarding it really well?So I think these are the top five videos,I would say,any kind of SaaS business should attack first.
Maeva:
2:53
Okay,so I love that you said the demo and product walkthrough videos,it sounds like they're all very bottom of the funnel.You haven't even really dived into marketing videos,but I like that we're also talking about demo videos as well.Do you think that...are a lot of companies creating demo videos right now?Should they be doing more?
Rishabh:
3:16
I think that's one gap which I see in marketing today,is lack of middle and bottom of the funnel,especially on the media content side.I'm sure everybody has detailed PDF case studies and backing cards and cupends and tables;a lot of SaaS are doing a really good job at creating slightly top of the funnel,which is more of retainer videos,and most of the SaaS have this kind of content.But what I see is,once you get a sign-up,somebody interested to know more about your product,how do you make sure that you make them feel that,'hey,this is a solution to your problem',or'this is how we could solve your problem in,probably,half the time'.So I think that's one thing which is clearly missing.A lot of SaaS;I mean,the BDR or SDR get on a call and try to explain that,that's great.But in the world of PNG,how do you make sure that the customer is informed well enough to make a decision to sign up your product?
Maeva:
4:17
I think it's such a good idea because all of these sales-led companies that you have to get on a call to get a demo,and it ends up being a generic demo anyway.It's not a custom demo.So why do you have to be on a sales call to do it?You could have just watched a video and it saves sale people time.It helps the customer make a better informed decision.I don't know why people are gating demo videos.
Rishabh:
4:40
I think gating demo videos not a good idea,and I think one of the critical parts which people miss in demo videos is they fail to tell a story.I mean,in this world of attention deficit,where people spend more time watching Tiktok videos than your10minute demo videos,I think you've got to cut it down,you've got to make your content engaging enough for your audience to consume.And this is really true if that person if a prospect,not a customer today.Right?And I think that's what we see,is:how do you tell a story about a problem,using your product?So I think that's what makes a good demo video.
Maeva:
5:21
Awesome.Okay,so let's dive into metrics.How do you track whether your videos are working or not?What kind of metrics do you look at?
Rishabh:
5:33
So I'll divide this into different sales funnels because each stage of funnel has a different goal.Top of the funnel,where your goal is more awareness,more education:the idea is to tease the user to come and explore your product in further or a deeper way.I think the right metric is to count the number of views or number of engagements if it's on social media,because an incorrect way to do this is to'How many sign-ups am I getting using this piece of content?',which I don't think is the right way to track.If you come towards,say,middle or the bottom of the funnel where the goal is to make the user sign up for a trial,or request for a demo,or even buy a paid product if you're a PLG,is to actually see the signups and there the conversions is the right measure.So how many people are watching the video,or maybe how many people are coming on the landing page and signing up.I think that's the right metric for that kind of video.If you are looking at more of an educational video,which is for customer enablement or onboarding,or product training,I think the right metric to track is'what is the renewal rate'or'what is the churn rate for a customer who consumes your content'?And it's normally that if your customer has adopted the product really well,he's going to stick around longer.And I think that's how I would measure where you are,depending upon where you align the funnel.
Maeva:
7:10
Is that hard to track?To track how the customers who consumed your video,and how quickly they churn or don't churn?How do you get that data?
Rishabh:
7:21
I think most tools which are meant for onboarding,you can say Intercom,or you could say Pendo;they could track that:'how many people undergo through types of product tools,and you could create cohorts based on their user behavior.So using some sophisticated tools,of course you can track,and I would strongly recommend tracking it,because otherwise just creating content and hoping that it'll work may not always stand true.
Maeva:
7:54
So what are some low cost ways to produce content?Cause the way that I pick...so I produce content here,we're recording on Riverside.Then I have a small team who produces it,but it's not high-level production.I don't have much going on on the content that I create,and I'm not able to do this at scale right now,with the small team that I have.So what are some way low cost ways to do it?
Rishabh:
8:20
It depends upon which stage,as a marketing team,you are at.So if you're a very early stage,I would stick to creating content in-house,and there are really good tools around.There is loom,there's Descript,and there's Canva.There's Riverside.You could create,I mean,just write down your script,create your notes,and talk in front of a camera.If you scale a bit more,if you wanna create...cause as you scale more,you need more of a creative content and,probably,you could not create everything in house.There are three ways people approach this problem.They either go and get freelancers on upward platforms or they would hire agencies.And the third is maybe they hire more creative people in-house.Now the problem with these three approaches is,freelancers work with really rigorous quality control,because they're different people with different skill sets.Agencies are reliable,but they're pretty expensive because of their cost structure,and hiring in-house doesn't give you that scale because that same person can only have limited skills and you can't hire10people for creative work.What we've learned over the last period of two to three years is,if you could help people instantly hire...so we don't want to replace in-house people.We want to replace freelancers,expensive agencies.So we let you instantly hire a team of designers,video editors,project managers,creative directors,and let you get a team for a fixed monthly plan.That way the company doesn't get hurt.So I think having an in-house resource,working with a contractor staff,I think that,I believe,is a more scalable way of creating content because you could scale up and down depending upon your product launches,depending upon your campaigns.It's not that you're team of10and you probably don't have the program,or some time.
Maeva:
10:27
Yeah,I think that that's a good move as well.So it's kind of an agency model in a way.It's just having an in-house person who's managing this external resource.
Rishabh:
10:37
Yeah.
Maeva:
10:38
Yeah.I also recommend that for SEO,for anybody who's listening.So let's talk about workflows.How do you templatize a video production workflow in a smooth way?
Rishabh:
10:54
So what we do is we try to break down any process based on skills.For example,any video will have three kinds of stages.One is you get the script right,then you get a storyboard right,and third is you get the video right.For each of these stages,we first create an in depth,step by step process so that any new person who joins our team could easily learn it,and it's transferable from person to person.Once we have documented our process,we create internal checklists.So for example,if I'm supposed to write script for my video,step one,go to your customer's G2profile,read all their reviews;could also go to your customers competitor's profile and try to read reviews and speak to that language.Step two,list all the features of the product.Step three is'why do these features exist,and what's the rationale?What's the benefit they get'?And step four,put them together in a storyboard model.So that works,and then we have a checklist that,'Hey,is this part covered?Have you checked if something is missed out of,have you checked the storyboarding template you've used'?So I think by documenting process,creating checklists,and a variety of...like a curated library.For instance,if I want to introduce a product internally,we have close to1,500ways to introduce a product from a video script.If I want to talk about call to action,we have another600-700ways to say how to make somebody take an action after watching the video.So I think curating a lot of pieces of content at the same pattern,I think that also helps a lot,because you don't have to rethink this again and again.And this is,useful even if you're doing this in-house.A lot ofpeople do these in the form of ads where they curate a lot of ads by different people in the same industry,so that you could use for inspiration.This is a very similar way where we create processes.
Maeva:
13:14
So is this like a swipe file or...?
Rishabh:
13:17
Yeah.It's exactly like a swipe file.
Maeva:
13:20
Okay,so it's not for one company,that I would have600different ways to give a CTA?
Rishabh:
13:28
No,no.So we would've looked at600different videos,and we would've put together what CTAs they have used,not that every video we would have created could be somebody else's video,which we liked on YouTube;and we just put that together.And internally,whenever we do a search,we just keep a filter and see what works well.
Maeva:
13:46
Okay.Okay,cool.So you have an internal swipe file for all the different steps.
Rishabh:
13:53
Yeah.
Maeva:
13:54
Okay.Interesting.So are you running all of this on Content Beta or do you have another project management tool?
Rishabh:
14:04
So we use a project management tool also,what we realized is the customer doesn't want to spend a lot of time in back and forth,Zoom calls;it's really painful,and most of the agencies are not able to solve their problem.Especially in the video content creation side.Any creative contemplation term,that's the problem we're chasing.So what we've done is we have a project management tool where people can just create a request and like a Slack community,people can just respond to that particular thread.So no exchange of emails,no getting on Zoom calls,even if we give a customer a video or a design to review,everything is on collaborative mode,right?So you can comment;click and point and comment something so it's easier.No conclusions and less subjectivity.So we do everything using a project management tool.
Maeva:
14:57
So how many people,on a standard content production team,video content production team,what kind of roles are involved?What does it take?
Rishabh:
15:07
So my team is a40people team.For operations we are22,on the content creation site.So there are like four kinds of people who are involved.At the bottom are the people who really are on the ground.They're script writers and video editors.Now,the person who controls the creative project is a creative director,we call him storyboarding artist,and he partners with both the script writer and the video editor.Above that we have a Project Manager who would look at multiple projects.So project manager is basically the promoted version of a creative director.So that person has spent a lot of time and has a lot of experience in managing creative projects,but it's more managerial where you can review stuff and allocate bandwidth.And over the top of Project Manager,we have a Head of Operations whose actual goal is to create:making sure the process is in place.So how can we operate our swipe file?How can we improve our checklist?What else can we do to improve our quality?Or even measuring that,'if we have six people working on a project,typically on a video project,we've got at least four to six number of people who are working'.There's somebody who does script,there's somebody who does copy review,somebody who does creative direction,video editor,animation,and then the Project Manager.So that's the type of people,but we make sure that for the client,it's just one person,because you can't shoot the customer from all the sides.So we have one Account Manager who will talk to the client and make sure that their expectations are being met from the project.
Maeva:
16:55
So if the client was to do it in-house,'cuz you're speaking about Content Beta and the model that you guys have there...what would be,if I were a Marketing Manager at a SaaS company and I wanted to build my first video production team that I would later scale,what would my first core team look like?Who are the first kind of people that you hire?
Rishabh:
17:22
I think normally our buyers are VP of Marketing and Head of Marketing,and our platforms users are Marketing Managers,so they normally have a team of two or three marketing managers.They could also be into demand gen or could be,maybe,content managers.They start with two or three and these three separately work on their projects depending upon which campaigns they're active on,and they start creating requests with us.So that's the typical model which we have seen.
Maeva:
17:55
Okay.So last question for you:if you spent all this time creating all this content,the problem with video content is that it can become quickly outdated,right?I know from experience;we create so much video for our SOPs and for our processes,and then six months later our processes are completely different.We're like,'okay,these videos don't make sense anymore'.Do you have a good process for refreshing video content?
Rishabh:
18:21
So I think this problem is more relevant for software companies because the product teams of the software company's working really hard to create new features,improving the product,and the product might look something really different six months down the line,eight months down the line.So a lot of software companies they come to us with that,'Hey,we created this product video,but we want to keep them updated,say,every quarter,every six months'probably.So we have divided this process into two sides.One is the voiceover,second is the visual.What we do in voiceover is we use synthetic AI voiceover,and the voiceover these days is not like old school Amazon voices,which sounds really robotic or monotonous.These days the synthetic voiceover's really good;I wouldn't say they're top notch,comparable to professional,but they're at least65-70%of what professional voiceover sounds like.So we have a text-to-voice engine on one side and visual on the other side.So tomorrow if you want to change something;tomorrow maybe your visual looks different,or maybe you have one more tab in your menu bar.You could just change a couple of lines and render everything,along with the visuals,already you put all these things together and pop out a video in probably20%of the time of the original video content creation.
Maeva:
19:41
Okay.
Rishabh:
19:41
So that's how a lot of companies...this is really relevant when you're creating content for customer enablement because if you're trying teach people how to use your software,it better be updated.It cannot look outdated,otherwise,you'll create more confusion and defeat the purpose.
Maeva:
19:57
Definitely.That's all my questions for you today,Rish.I certainly learned a lot.I hope those who are listening or watching also did;it's time to start creating some video content.If people wanna talk to you more,where's the best place for them to connect with you?
Rishabh:
20:13
LinkedIn is best.I'm really active on LinkedIn.You can find me Rashabh Bhandari,Content Beta,search then I'll be there.
Maeva:
20:20
Excellent.Well,thanks to you for joining me today.
Rishabh:
20:25
Thank you Maeva.
Maeva:
20:27
Thanks to everybody for listening and watching.If you liked it,you know what to do.Leave a comment,say hi.Let us know you've been listening and see you next time!
0:06
Hello.Hello.Welcome to another episode of the Flying Cat Marketing Interview Series.Today I have Rish Bhandari from Content Beta,and we're gonna be talking about scaling video content production for SaaS companies.I'm really excited about this episode today.Everybody wants to get into video,but it does sound like something that's very costly and takes a lot of time,and we all know how painful it is to edit a video,and how the heck can you do that at scale?So I'm really excited to talk to you today,Rish.How are you?
Rishabh:
0:38
I'm doing pretty good.Thanks for having me on the show.
Maeva:
0:41
Yeah,absolutely.So why don't you tell me a little bit about Content Beta before we dive in?
Rishabh:
0:48
So Content Beta is a video and design service for B2B SaaS.We work with product marketers and customer enablement teams to normally scale their creative content production;stuff like product videos,illustrations,video ads,social media illustrations,demo videos,customer videos.And normally,because of our focus on SaaS,I turned around time and our process pretty easily.
Maeva:
1:16
That's...that's awesome.I'm excited to dive into the actual process and workflow:this is,I know,a pain point for a lot of people.So,before we dive into the scaling part,there's a lot of different kinds of video content that a company can produce.What kind of video content should we be producing at each part of the funnel?
Rishabh:
1:45
I think at a very high level,I think any...I speak specifically for software apps.There are five types of videos which are very important.So first is product explainers,where you explain your product in a non-animated way,where you show your real products.That's what I see mostly.Then product demos,which is slightly more middle of the funnel,bottom of the funnel.Customer videos:so rather than you harping about how great you are and how great the features are,can a customer speak about how they benefited from your product?Authority videos:probably the senior execs could be founder,could be Head of Marketing they could try to build authority on social media,say Twitter or LinkedIn,those kind videos.And the last is onboarding video;when you actually sign up your customer,how do you make sure that that user sticks around?How do you make sure that the person is married to your product by onboarding it really well?So I think these are the top five videos,I would say,any kind of SaaS business should attack first.
Maeva:
2:53
Okay,so I love that you said the demo and product walkthrough videos,it sounds like they're all very bottom of the funnel.You haven't even really dived into marketing videos,but I like that we're also talking about demo videos as well.Do you think that...are a lot of companies creating demo videos right now?Should they be doing more?
Rishabh:
3:16
I think that's one gap which I see in marketing today,is lack of middle and bottom of the funnel,especially on the media content side.I'm sure everybody has detailed PDF case studies and backing cards and cupends and tables;a lot of SaaS are doing a really good job at creating slightly top of the funnel,which is more of retainer videos,and most of the SaaS have this kind of content.But what I see is,once you get a sign-up,somebody interested to know more about your product,how do you make sure that you make them feel that,'hey,this is a solution to your problem',or'this is how we could solve your problem in,probably,half the time'.So I think that's one thing which is clearly missing.A lot of SaaS;I mean,the BDR or SDR get on a call and try to explain that,that's great.But in the world of PNG,how do you make sure that the customer is informed well enough to make a decision to sign up your product?
Maeva:
4:17
I think it's such a good idea because all of these sales-led companies that you have to get on a call to get a demo,and it ends up being a generic demo anyway.It's not a custom demo.So why do you have to be on a sales call to do it?You could have just watched a video and it saves sale people time.It helps the customer make a better informed decision.I don't know why people are gating demo videos.
Rishabh:
4:40
I think gating demo videos not a good idea,and I think one of the critical parts which people miss in demo videos is they fail to tell a story.I mean,in this world of attention deficit,where people spend more time watching Tiktok videos than your10minute demo videos,I think you've got to cut it down,you've got to make your content engaging enough for your audience to consume.And this is really true if that person if a prospect,not a customer today.Right?And I think that's what we see,is:how do you tell a story about a problem,using your product?So I think that's what makes a good demo video.
Maeva:
5:21
Awesome.Okay,so let's dive into metrics.How do you track whether your videos are working or not?What kind of metrics do you look at?
Rishabh:
5:33
So I'll divide this into different sales funnels because each stage of funnel has a different goal.Top of the funnel,where your goal is more awareness,more education:the idea is to tease the user to come and explore your product in further or a deeper way.I think the right metric is to count the number of views or number of engagements if it's on social media,because an incorrect way to do this is to'How many sign-ups am I getting using this piece of content?',which I don't think is the right way to track.If you come towards,say,middle or the bottom of the funnel where the goal is to make the user sign up for a trial,or request for a demo,or even buy a paid product if you're a PLG,is to actually see the signups and there the conversions is the right measure.So how many people are watching the video,or maybe how many people are coming on the landing page and signing up.I think that's the right metric for that kind of video.If you are looking at more of an educational video,which is for customer enablement or onboarding,or product training,I think the right metric to track is'what is the renewal rate'or'what is the churn rate for a customer who consumes your content'?And it's normally that if your customer has adopted the product really well,he's going to stick around longer.And I think that's how I would measure where you are,depending upon where you align the funnel.
Maeva:
7:10
Is that hard to track?To track how the customers who consumed your video,and how quickly they churn or don't churn?How do you get that data?
Rishabh:
7:21
I think most tools which are meant for onboarding,you can say Intercom,or you could say Pendo;they could track that:'how many people undergo through types of product tools,and you could create cohorts based on their user behavior.So using some sophisticated tools,of course you can track,and I would strongly recommend tracking it,because otherwise just creating content and hoping that it'll work may not always stand true.
Maeva:
7:54
So what are some low cost ways to produce content?Cause the way that I pick...so I produce content here,we're recording on Riverside.Then I have a small team who produces it,but it's not high-level production.I don't have much going on on the content that I create,and I'm not able to do this at scale right now,with the small team that I have.So what are some way low cost ways to do it?
Rishabh:
8:20
It depends upon which stage,as a marketing team,you are at.So if you're a very early stage,I would stick to creating content in-house,and there are really good tools around.There is loom,there's Descript,and there's Canva.There's Riverside.You could create,I mean,just write down your script,create your notes,and talk in front of a camera.If you scale a bit more,if you wanna create...cause as you scale more,you need more of a creative content and,probably,you could not create everything in house.There are three ways people approach this problem.They either go and get freelancers on upward platforms or they would hire agencies.And the third is maybe they hire more creative people in-house.Now the problem with these three approaches is,freelancers work with really rigorous quality control,because they're different people with different skill sets.Agencies are reliable,but they're pretty expensive because of their cost structure,and hiring in-house doesn't give you that scale because that same person can only have limited skills and you can't hire10people for creative work.What we've learned over the last period of two to three years is,if you could help people instantly hire...so we don't want to replace in-house people.We want to replace freelancers,expensive agencies.So we let you instantly hire a team of designers,video editors,project managers,creative directors,and let you get a team for a fixed monthly plan.That way the company doesn't get hurt.So I think having an in-house resource,working with a contractor staff,I think that,I believe,is a more scalable way of creating content because you could scale up and down depending upon your product launches,depending upon your campaigns.It's not that you're team of10and you probably don't have the program,or some time.
Maeva:
10:27
Yeah,I think that that's a good move as well.So it's kind of an agency model in a way.It's just having an in-house person who's managing this external resource.
Rishabh:
10:37
Yeah.
Maeva:
10:38
Yeah.I also recommend that for SEO,for anybody who's listening.So let's talk about workflows.How do you templatize a video production workflow in a smooth way?
Rishabh:
10:54
So what we do is we try to break down any process based on skills.For example,any video will have three kinds of stages.One is you get the script right,then you get a storyboard right,and third is you get the video right.For each of these stages,we first create an in depth,step by step process so that any new person who joins our team could easily learn it,and it's transferable from person to person.Once we have documented our process,we create internal checklists.So for example,if I'm supposed to write script for my video,step one,go to your customer's G2profile,read all their reviews;could also go to your customers competitor's profile and try to read reviews and speak to that language.Step two,list all the features of the product.Step three is'why do these features exist,and what's the rationale?What's the benefit they get'?And step four,put them together in a storyboard model.So that works,and then we have a checklist that,'Hey,is this part covered?Have you checked if something is missed out of,have you checked the storyboarding template you've used'?So I think by documenting process,creating checklists,and a variety of...like a curated library.For instance,if I want to introduce a product internally,we have close to1,500ways to introduce a product from a video script.If I want to talk about call to action,we have another600-700ways to say how to make somebody take an action after watching the video.So I think curating a lot of pieces of content at the same pattern,I think that also helps a lot,because you don't have to rethink this again and again.And this is,useful even if you're doing this in-house.A lot ofpeople do these in the form of ads where they curate a lot of ads by different people in the same industry,so that you could use for inspiration.This is a very similar way where we create processes.
Maeva:
13:14
So is this like a swipe file or...?
Rishabh:
13:17
Yeah.It's exactly like a swipe file.
Maeva:
13:20
Okay,so it's not for one company,that I would have600different ways to give a CTA?
Rishabh:
13:28
No,no.So we would've looked at600different videos,and we would've put together what CTAs they have used,not that every video we would have created could be somebody else's video,which we liked on YouTube;and we just put that together.And internally,whenever we do a search,we just keep a filter and see what works well.
Maeva:
13:46
Okay.Okay,cool.So you have an internal swipe file for all the different steps.
Rishabh:
13:53
Yeah.
Maeva:
13:54
Okay.Interesting.So are you running all of this on Content Beta or do you have another project management tool?
Rishabh:
14:04
So we use a project management tool also,what we realized is the customer doesn't want to spend a lot of time in back and forth,Zoom calls;it's really painful,and most of the agencies are not able to solve their problem.Especially in the video content creation side.Any creative contemplation term,that's the problem we're chasing.So what we've done is we have a project management tool where people can just create a request and like a Slack community,people can just respond to that particular thread.So no exchange of emails,no getting on Zoom calls,even if we give a customer a video or a design to review,everything is on collaborative mode,right?So you can comment;click and point and comment something so it's easier.No conclusions and less subjectivity.So we do everything using a project management tool.
Maeva:
14:57
So how many people,on a standard content production team,video content production team,what kind of roles are involved?What does it take?
Rishabh:
15:07
So my team is a40people team.For operations we are22,on the content creation site.So there are like four kinds of people who are involved.At the bottom are the people who really are on the ground.They're script writers and video editors.Now,the person who controls the creative project is a creative director,we call him storyboarding artist,and he partners with both the script writer and the video editor.Above that we have a Project Manager who would look at multiple projects.So project manager is basically the promoted version of a creative director.So that person has spent a lot of time and has a lot of experience in managing creative projects,but it's more managerial where you can review stuff and allocate bandwidth.And over the top of Project Manager,we have a Head of Operations whose actual goal is to create:making sure the process is in place.So how can we operate our swipe file?How can we improve our checklist?What else can we do to improve our quality?Or even measuring that,'if we have six people working on a project,typically on a video project,we've got at least four to six number of people who are working'.There's somebody who does script,there's somebody who does copy review,somebody who does creative direction,video editor,animation,and then the Project Manager.So that's the type of people,but we make sure that for the client,it's just one person,because you can't shoot the customer from all the sides.So we have one Account Manager who will talk to the client and make sure that their expectations are being met from the project.
Maeva:
16:55
So if the client was to do it in-house,'cuz you're speaking about Content Beta and the model that you guys have there...what would be,if I were a Marketing Manager at a SaaS company and I wanted to build my first video production team that I would later scale,what would my first core team look like?Who are the first kind of people that you hire?
Rishabh:
17:22
I think normally our buyers are VP of Marketing and Head of Marketing,and our platforms users are Marketing Managers,so they normally have a team of two or three marketing managers.They could also be into demand gen or could be,maybe,content managers.They start with two or three and these three separately work on their projects depending upon which campaigns they're active on,and they start creating requests with us.So that's the typical model which we have seen.
Maeva:
17:55
Okay.So last question for you:if you spent all this time creating all this content,the problem with video content is that it can become quickly outdated,right?I know from experience;we create so much video for our SOPs and for our processes,and then six months later our processes are completely different.We're like,'okay,these videos don't make sense anymore'.Do you have a good process for refreshing video content?
Rishabh:
18:21
So I think this problem is more relevant for software companies because the product teams of the software company's working really hard to create new features,improving the product,and the product might look something really different six months down the line,eight months down the line.So a lot of software companies they come to us with that,'Hey,we created this product video,but we want to keep them updated,say,every quarter,every six months'probably.So we have divided this process into two sides.One is the voiceover,second is the visual.What we do in voiceover is we use synthetic AI voiceover,and the voiceover these days is not like old school Amazon voices,which sounds really robotic or monotonous.These days the synthetic voiceover's really good;I wouldn't say they're top notch,comparable to professional,but they're at least65-70%of what professional voiceover sounds like.So we have a text-to-voice engine on one side and visual on the other side.So tomorrow if you want to change something;tomorrow maybe your visual looks different,or maybe you have one more tab in your menu bar.You could just change a couple of lines and render everything,along with the visuals,already you put all these things together and pop out a video in probably20%of the time of the original video content creation.
Maeva:
19:41
Okay.
Rishabh:
19:41
So that's how a lot of companies...this is really relevant when you're creating content for customer enablement because if you're trying teach people how to use your software,it better be updated.It cannot look outdated,otherwise,you'll create more confusion and defeat the purpose.
Maeva:
19:57
Definitely.That's all my questions for you today,Rish.I certainly learned a lot.I hope those who are listening or watching also did;it's time to start creating some video content.If people wanna talk to you more,where's the best place for them to connect with you?
Rishabh:
20:13
LinkedIn is best.I'm really active on LinkedIn.You can find me Rashabh Bhandari,Content Beta,search then I'll be there.
Maeva:
20:20
Excellent.Well,thanks to you for joining me today.
Rishabh:
20:25
Thank you Maeva.
Maeva:
20:27
Thanks to everybody for listening and watching.If you liked it,you know what to do.Leave a comment,say hi.Let us know you've been listening and see you next time!
