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Episode 7: “The Brandwagon Interviews” Podcast with Patrick Campbell of ProfitWell

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From tactics to taglines, Wistia’s CEO, Chris Savage, chats marketing with the brains behind successful brands on our new video series, Brandwagon. Last week, Chris sat down with Brendan Gaul, Global Chief Content Officer and Head of UM Studios at the full-service media agency UM Worldwide, to learn about the agency’s award-winning documentary film, 5B. Today, we’re excited to share our extended interview with this week’s guest, Patrick Campbell, CEO of ProfitWell.

Check out the episode to hear Patrick talk about why the B2B SaaS company shifted its content strategy to create binge-worthy shows that focus on building an engaged audience for their brand.

Or listen on: Apple Podcasts | Spotify | Stitcher

Watch the actual Brandwagon episode here!

ProfitWell provides pricing and retention solutions to subscription-based companies. Like many marketers, the business once was all-in on cranking out written content to offer value and convert people into customers. However, Patrick Campbell noticed the declining effectiveness of e-books and blog posts in terms of company resources and gaining fans for their brand.

Today, Patrick has steered ProfitWell toward producing shows and restructured his team to accommodate this new initiative. The business currently has over 10 shows in the works and is fully invested in marketing their content like a media company. On this episode, we hear more about how the creation of episodic video content has become one of ProfitWell’s primary marketing vehicles.

patrick campbell

“For us, we think about needing to be one of the centers of the subscription ecosystem, and one of the main ways that we think we’re going to be able to do that is actually treating content like shows — like we’re building an actual network that’ll allow us to build subscribers, build brand, build that experience, and be one of the authorities within the space. ” On this episode of The Brandwagon Interviews, Patrick Campbell describes the impact producing shows as a content strategy has had on the company and the brand.

Here are some of the lessons learned throughout the episode:

  • Treat the video content you create like a product
  • Develop an engaged audience by appealing to a niche
  • Reframe and reuse your master content for marketing purposes

Short on time? Check out some of our favorite moments during this interview between Chris and Patrick.

4:54 – Subscription-business experts

After some healthy talk about oat milk, favorite films, and magicians, Chris dives in with some questions for Patrick Campbell of ProfitWell. ProfitWell provides analytics and products to help subscription-based companies grow their businesses. Patrick gives an overview of ProfitWell and shares how they’re treating their content as a product, creating shows as one of their primary marketing vehicles.

6:30 – Using shows to build their brand

Using shows to promote an analytics and reporting company is an interesting strategy. Savage asks how Patrick got started creating shows. Campbell, who has a data-science background, talks about how ProfitWell went from blogging and creating e-books to producing shows and their thinking behind that shift. He shares some data around the density of written content, including statistics about the declining effectiveness of e-books and the average cost of creating a written offer sequence vs. creating a show. Plus, Patrick explains how shows at “the bottom of the top of the funnel” is where your audience is more likely to binge.

13:21 – Matching an audience with your show

ProfitWell produces multiple shows, including Pricing Page Teardown, Subscription 60, The ProfitWell Report, and Protect the Hustle. How is ProfitWell thinking about their audiences when they’re making these shows? They’ve considered the audience with each one of their shows, and Patrick discusses the production implications around their decision making.

15:47 – Team and production value

Patrick and Chris talk about where ProfitWell’s production team started and where it’s headed. The company kicked off its show production with one videographer, and they’ve evolved into a larger team to help service the other shows they’re launching. According to Patrick, creating a show is easier than most companies think, but it’s also more than simply mirroring the style of other show creators out there, like Gary Vaynerchuck.

20:32 – How to get started

What’s Campbell’s advice for people who are getting started and want to make shows? Patrick’s answer: hire a videographer. You’ll be making great content to push your business forward, and it’s about the same cost as hiring a content manager.

21:41 – The why of shows

Savage wonders, “Why a show model?” Campbell shares his thinking and talks about how nurture and other content campaigns focus on conversion instead of building an audience. Shows, on the other hand, make it all about the audience. And while shows put the responsibility of conversion on the audience (which requires you to have a bit more faith in the content), they also keep your customers engaged rather than aggravated. In a time where customer acquisition costs are up 70%, value is what’s selling. The best way to demonstrate your value is to show off your brand.

25:03 – “Consume a ton of content”

What was the iterative process that ProfitWell went through to get where they are now? What did they learn along the way? Patrick suggests that persona-based shows are the way to go at first and to dive into a topic that’s pretty specific. Another thing? Consume a ton of content! Watch makeup tutorials, watch ESPN, watch Gary V, watch the nightly news — catalog formats. Patrick encourages people to be OK with niche audiences. You may not see the impact right away, but there’s inherent volume in developing an engaged audience.

27:17 – (Show)verview

Speaking about how many shows the business is currently producing, Campbell shares that they’re working on over 10 distinct shows at the moment and describes how they landed on each show’s concept. They also talk about how Profitwell sees the content as a product and how they’re marketing that content. Patrick talks about how their shows can be broken down to use as social media content so that all of their master content can be reframed and reused for marketing purposes.

36:45 – What’s working? And what’s not?

With so much riding on their content, what’s working and what’s not working for ProfitWell as they’ve started using this strategy? Campbell considers what’s working from a production standpoint and how they arrived at their current production workflow. On the other hand, Patrick talks about how creative burnout has affected their team and how they’re trying to address the issue by restructuring their team.

41:24 – The ProfitWell production team

Just under 10% of the staff at ProfitWell make up the production team. Patrick details how their team is structured and reveals that the production team is their entire content team. Making shows is nearly all of their marketing efforts at this time, but the strategy is having an incredible impact on the business while building their brand in unprecedented ways.

44:52 – The power of the superfan

ProfitWell has a #1 superfan! Having a relationship with that customer has encouraged them to make content for an audience of one person. Savage talks about the power of brand ambassadors and how making videos for small audiences can have a big impact on your business. They discuss how traditional companies are afraid of the “show” approach and Patrick suggests that only a few things need to happen to make a successful show — though having a VP or a CMO with a vision is pretty important.

51:06 – The modern network

Patrick firmly believes networks are the best companies in the world at acquiring audiences. ProfitWell is calling itself a network and Savage wants to know why. Hear the decision behind this statement and the brands that inspired the language around their show offerings — including the Bloomberg network (as opposed to the Bloomberg Terminal).

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7 Fashion-Forward Video Series to Keep Your Eye On

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Who said videos about fashion were only made for the big screen? The Devil Wears Prada might be a pretty high standard to live up to, but in reality, tons of brands are already making innovative shows and video series to help move their businesses forward.

In fact, we recently stumbled upon four fashion-focused brands that are all creating entertaining, binge-worthy video series, that even Meryl Streep herself might be interested in watching. Businesses like Vans, Refinery29, Marc Jacobs, and Foot Locker stood out to us as top-dogs in the branded content space because their shows are so clearly focused on attracting a niche audience, which is a key part of executing an effective brand affinity marketing strategy. Plus, they’re just plain fun to watch!

Who doesn’t love a good surf video? Have you ever wondered what it really means to be a “sneakerhead”? Take a look at what these creative brands put out into the world and get some insights into what you can do at your business to make an awesome series yourself!

We bet you know someone in your life who owns a fresh pair of Vans. But if you’re not familiar with the brand, Vans is the original action sports footwear, apparel, and accessories brand promoting creative self-expression in youth culture across action sports, art, music and street culture.

Vans decided to showcase those company values with a video series called Weird Waves, which follows the gnarly journey of Dylan Graves as he introduces viewers to “the weirder side of surf culture and the characters who chomp weird waves.” In two seasons, he links up with people from the underground side of the surf scene to ride everything from waves in wintery Great Lakes to waves formed by falling ice in Alaska. This show is no joke — things get weird!

To successfully showcase what their brand stands for, Vans identified the perfect brand ambassador to be the host for an engaging binge-worthy series. While not everyone can relate to riding waves in unthinkable places like Dylan Graves and his friends, viewers can be entertained and identify with how Vans is a champion of creative self-expression.

In a more fashion-focused realm, Refinery29 is an online media and entertainment hub that appeals to young women who may be interested in style, health, careers, technology, and a whole lot more. To pique the interests of their target audience, they’ve created an award-winning video series called Style Out There exploring “the connections between clothing, community, and culture across the world.”

Style Out There features hosts Asha Leo and Connie Wang as they travel the world to learn more about “the ways clothing has given women a way to speak out, look within, and identify the forces that limit their potential.” In season one, watch Leo dig into Decora style in Tokyo and how it goes against the mainstream, or jump ahead to season three and learn about Afrofuturist fashion with Wang and why it’s more than just a costume for black women.

For someone interested in style, this series goes deeper than the outward appearance of an outfit or accessory. It shows the significance of fashion for people to express themselves around the world.

Now, if you’ve ever wondered what the inner workings of a high fashion label look like days before a runway show, check out Marc Jacobs’ The Making of RUNWAY.

This six-part series follows Marc himself, Joseph Carter, Creative Director of Runway, as well as many of the faces working to run the ship five days before Marc Jacobs’ February 13, 2019 show. From fittings and design meetings to set and music planning, they show you what it takes to make a fashion show a success.

Marc Jacobs is a world-renown brand, but the way they shot their behind-the-scenes footage could be pulled off by any company big or small. Whether you’re aspiring to work for Marc Jacobs or a fan of the brand, this simple series gives you an authentic look at the people, the work, and the creativity that makes Marc Jacobs what it is.

In the fashion industry, Patagonia is famous not only for leading the fight against climate change but also for spearheading the binge-worthy content movement with their visually stunning and thought-provoking documentary series.

To promote their signature line of work-friendly attire, they blended their passion for the environment with the art of storytelling to craft a video series called Workwear.

In this seven-part video series, you’ll meet farmers, eco-friendly automotive technicians, conservationists, fishermen, and more to learn what drives them to work so hard day in and day out and how they protect the environment while doing so.

Even though Workwear is meant to promote Patagonia’s line of work clothing, they don’t draw any direct attention to their products.

Instead, Patagonia focuses on the real reason each person in the video series chooses to make an honest living. And with over 2.5 million views on YouTube, they’ve reached and resonated with plenty of people who share the same “why” when it comes to their work.

Lululemon is an athletic apparel retailer with strong roots in yoga, running, and any other activity that makes you break a sweat and feel great. However, when they think about their marketing, they make sure not to just focus on the physical aspects of these activities. They also make sure to highlight the mental and emotional side of physical fitness.

To celebrate the International Day of Yoga, for example, Lululemon released a video series called Yoga Changed My Life to tell the stories of three people who used the power of yoga to overcome a traumatic experience.

From conquering teenage homelessness to a near-death experience due to a complication from Crohn’s disease, you’ll learn how powerful yoga can be for the mind, body, and soul.

Most athletic apparel retailers try to generate demand for their products by emphasizing the physical benefits of exercise, but Lululemon understands that truly resonating with an audience requires a message much more inspiring than that. You can’t just strive to look good — you also need to feel good.

Nike’s I Am Giannis tells the origin story of Giannis Antetokounmpo, a forward for the Milwaukee Bucks and one of the best basketball players in the NBA.

Giannis is known for having a strong work ethic and bulldog mentality that rivals the game’s most iconic players’. And after watching this five-part video series, you’ll quickly understand how his humble beginnings in Athens, Greece have fueled his fire to reach the upper echelon of the basketball world.

You can’t help but smile as you watch Giannis’s story unfold. From getting selected in the first round of the 2013 NBA draft to attracting thousands of Greek and Nigerian fans to each of his games to designing his own signature Nike shoe — the story is both uplifting and inspirational.

As marketers, we recognize that Nike knows how to tell a compelling story, especially with just a few words. But by venturing into long-form storytelling and spinning a narrative about one person’s life over 20 minutes of video content, they might have just told their best story yet.

After seeing the ideas these brands have come up with, we hope you’re feeling inspired to start creating a video series of your own! Start by figuring out what makes your brand unique and what your current audiences like about you. The next concept for the perfect video series could be right under your nose!

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5 Food and Beverage Video Series That’ll Make You Hungry for More Content

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Do you remember the iconic “how many licks” Tootsie Pops commercials from the 70s? What about the heartwarming snowman that thawed after eating a satisfying bowl of Campbell’s soup?

Many food and beverage brands are famous for their clever and memorable advertisements.

However, only a handful have taken their creativity to the next level and crafted full-scale video series that rival the very TV shows they place their ads with.

We’ve rounded up five of the best video series in the food and beverage world so you can draw inspiration for your next project. Read on to cook up some delicious ideas for your next show!

As the most popular energy drink in the world, Red Bull naturally gears its brand toward pro athletes who participate in extreme sports. One of the ways the company connects with this cohort is by crafting thrilling video series about the world’s most extreme athletes. From a video series about wingsuit fliers to one about the top athletes in their respective extreme sport, you can get your daily dose of adrenaline from a single episode.

But out of all of Red Bull’s video series, the arguably most compelling one is about the athletes who have overcome near-impossible odds to ascend to the heights of their extreme sport. It’s called The Way of the Wildcard.

In this wild video series, you’ll hear from a two-time cancer survivor who holds two world records in cycling, a former prisoner turned Iron Man triathlete, working-class brothers who won a silver medal at the 2016 Olympics in rowing, and many more impressive athletes.

All of the stories in The Way of the Wildcard are naturally chock-full of conflict, which grips audiences from start to finish. And by showing audiences how these athletes achieved their dreams with the odds stacked against them, it inspires viewers to do the same.

Growing up, a day out with your friends during the summer usually included a swim at the pool, a bonfire, and a can of soda. Was there anything more carefree?

Coca-Cola wanted to tap into this nostalgia to forge a closer bond with their audience. Their bold idea? A video series called One Last Summer, which follows a group of incoming college freshmen as they enjoy their last summer together.

Throughout the four-part series, you’ll learn all about this friend group’s future plans, watch them cross off their summer bucket list, and navigate the complexities of their high school romances.

Each episode of One Last Summer focuses on a single character. This approach allows you to get to know them personally, understand the dynamic of their friend group, and understand why it’ll be bittersweet for them to split up when it’s time to go off to college.

One Last Summer is sure to transport you back to your most carefree days as a teenager — and it might even persuade you to crack open a Coke while you’re at it.

When you think of Cadbury, you most likely think of rich, creamy chocolate. And when you think of chocolate, you might reminisce on the good old days when your mom or dad would slip you a piece of chocolate after dinner.

That’s why Cadbury decided to create Families Reunited, a video series that aims to reconnect parents with their teenage children by giving parents a crash course on their children’s passions.

In this two-part video series of 20-minute episodes, you’ll watch a dad learn how to pop a wheelie on a BMX bike just like his son. Then, you’ll watch a mom learn how to conquer the ice and figure skate with her son. At the end of each episode, the parent ultimately proves to their kid that they’re not as different as they think. Even better, they can also spend time bonding over a shared passion.

Almost every parent goes through a rough patch with their kids, especially when they’re teenagers. But Families Reunited lets parents who have drifted from their kids know that they’re not alone. It also inspires them to truly understand their kids before they try to rekindle their relationships with them.

Known for their fun, playful brand identity, Taco Bell stuck to their guns when they released The Taco Bell Show. It’s a game show that features celebrities — including Drake Bell and Spencer Pratt — known and loved by Taco Bell’s young target audience.

On the show, the host and the guest celebrity play Taco Bell-inspired games, like “Diablo Dare.” It’s Truth or Dare, but instead of doing a dare, participants have to drench a tortilla chip in diablo sauce and eat it. What a creative way to plug two of their products into one game — kudos, Taco Bell!

The Taco Bell Show draws you in from the beginning by immediately informing you what it’s all about — a game show with celebrities. It then keeps you glued to your screen by having the celebrities play fun, creative games. If you ask us, that’s definitely a recipe for binge-worthy content success.

Another brand that leans on humor and lightheartedness, Kentucky Fried Chicken released a series of satirical Shark Tank-esque pitches for outlandish business ideas called KFC Innovations Lab. These ideas include Colonel on Ice, a bow tie that also serves as a GPS locator, and a walking cane that doubles as a remote control for your TV.

All of these pitches relate to KFC’s founder Colonel Sanders in a creative way, which makes the video series one of the funniest in the food and beverage industry. After watching it, you’ll laugh so hard that you’ll work up an appetite, and KFC hopes it’ll be for some of their famous fried chicken.

Crafting a creative and compelling video series is just like cooking. It’ll be hard. It’ll get messy. And there’s a chance you might burn the dish to a crisp. But, hopefully, with these examples, you can put together a recipe for a video series that will please your audience’s palate.

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Announcing “Built to Last”: An Audio Conference from Buffer and Wistia

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If you’ve watched an episode of Brandwagon or tuned into our Change the Channel event last year, then you know there’s nothing we love more than talking to people about what it takes to build a great brand. And now, we’re super excited to continue that conversation with Buffer, a social media management platform, throughout Built to Last — a free audio-conference for brand builders.

Taking place on August 19 and 20, this first-of-its-kind conference will feature guests (including our very own Chris Savage!) from companies that are invested in building stronger brands and creating compelling content in all forms. If you’re looking to learn how to foster organic growth, take marketing risks, or develop an audience of engaged advocates — this conference is for you.

Attending a marketing conference once meant spending an entire day in a windowless ballroom or glued to your computer screen for hours on end. By leveraging the power of podcasts, our conference sessions will be available for your listening pleasure no matter what you’re up to.

Wait a minute — what does an “audio-conference” really mean?

We’re taking the concept of an in-person conference and delivering it as a podcast. Built to Last attendees will receive access to a private podcast feed where we’ll release seven episodes over the two-day conference. Each episode will feature lessons and insights to help you craft memorable content and campaigns that create devoted audiences.

By signing up to attend this conference, you’ll get access to the content in real-time or on-demand (with show notes!). We encourage listening while making a meal, getting some fresh air, or moving your body. In other words — you do you!

Beyond the podcast episodes, we’re encouraging attendees to join our private community to network with each other, participate in facilitated discussions, and interact with select speakers live. Simply sign up to attend Build to Last and you’ll be invited to join — simple as pie.

We hope you’ll join us for this interactive podcast experience. If you’re as pumped as we are, then head on over to the Buffer site to register, see the full list of speakers, and get all the conference details. Oh, and be sure to charge those headphones so you’re ready to rock ’n roll!

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