It’s a problem most of us marketers face — we have a lot of great videos on our site, but find it difficult to showcase many of them in a way that attracts more viewers. It’s a problem we’ve experienced here at Wistia over the years (and one we’ve heard our customers talk a lot about, too). That’s why we created Wistia Channels — from a binge-worthy video series to customer support videos, product announcements, and more, Wistia Channels makes it super easy to get up and running in no time.
If you’re wondering how Wistia Channels can help you display your content in a cohesive and engaging way right on your website, then you’ve come to the right place! First, let’s dig into how you actually organize videos on your Channel within your account.
In order to create a Channel, you’ll first need to start with a Wistia Project that contains all of the related videos you’ll want to display. If you’re creating a Channel that’s focused on an episodic series, for example, you’ll want to have every episode of the series in that Project.
To create a new Project, simply select New Project from the Actions menu. Remember, if you want to move videos from one Project to another, use the Move & Copy feature. Once you have all the videos you want in your Project, it’s time to organize how it’s all displayed! You can create Sections to organize the videos within your Project. Each new section will appear as a new row within your Channel.
Create a new Section in your Project by going to the Project Actions dropdown menu and selecting New Section. Edit the section name, and either upload or drag and drop videos into this section. Videos will appear in the same order in your Channel as the order they’re listed in your Project, so be sure to move around the videos in your section accordingly! Take a look at how your Channel is shaping up by clicking on Project Actions and selecting View as Channel from the dropdown menu.
Now that you’ve seen a preview of your Channel in the wild, you may want to consider mixing up the layout depending on what content you’re showcasing. Choose between a Carousel or Grid format by clicking on Layout. The Carousel format is great if you have a large number of videos in each section of your Channel and want viewers to be able to scroll through easily. The Grid format, on the other hand, shows all thumbnails in a section in, well, a grid — no scrolling necessary. We recommend using this when you don’t have a ton of videos but want to clearly and prominently feature them.
Excellent! You’ve got your Channel set up within your account, you’re ready to get a little more strategic about how you want to lay out your content. The possibilities are endless, but here we’ve got some examples that will help get your wheels turning!
Episodic video series
Working on a sweet new video series that has multiple episodes? Sounds great!
Klaviyo, a business that helps ecommerce brands drive more growth, created an original docu-series called Beyond Black Friday that follows the marketing campaigns of three brands, and what they’re doing differently. They cleverly organized their series’ Channel by creating a section that focuses on the videos for each brand, making it easy for viewers to follow along. The last row of their Channel features bonus content, like the series trailer and an AMA panel with the cast.
For viewers who may not be ready to dive into the entire docuseries, they have the opportunity to check out bite-sized clips and get to know the content a bit more before committing. Featuring additional, behind-the-scenes content on your Channel is a great way to drum up engagement and keep viewers watching (and wanting) more!
If you’re sitting on a pile of awesome educational videos that need a little more love, then this one’s for you. You can use Channels to display your content however you’d like — whether you want to showcase your videos in a linear, step-by-step fashion, or in a way that lets viewers jump around and consume in whatever order they like. At the end of the day, it’s all about organizing your content in a way that puts the smallest burden on the viewer.
Take, for example, The Beginner’s Guide to Video Production Channel on our site. We organized the sections by sequential subtopics — Part 1, for example, groups videos that are focused on a particular theme together, like “Preparing for Your Shoot.” Part 2 is centered around “How to Use Your Camera” and Part 3 is all about “Understanding Audio Basics.” As you can see, when displaying educational videos, you want to think about the journey your viewer takes when they land on your Channel. If you’re just starting out on your video production journey, you’re going to want to know what you need to prepare for your shoot before you start shooting.
Customer support videos
When it comes to customer support videos, organization is key. Think of the last time you were looking for an answer to a problem on a company’s website. Chances are, you probably spent at least 10 minutes surfing around to find what you were really looking for. Maybe you even gave up on finding the answer yourself and decided to reach out to their customer support team instead.
Keep your support tickets down by taking the time to make your Channel as clear and organized as possible. If you have access to data around what questions people ask most frequently, why not make a section that covers all of the issues right at the top of the page? Placester, a business platform for real estate professionals, uses sections to group videos in their Channel by support subtopic, making it easy for users to find exactly what they’re looking for.
Conference or event videos
Many businesses host annual conferences where they unveil new and exciting updates to their products and even highlight tips and tricks of the trade on a large scale to big audiences. However, conferences can be expensive and not everyone can travel to far off places to attend. Luckily, Channels make it easy for businesses to showcase their conference videos and sessions online so no one misses out! Workforce Software, a business that creates cloud-based workforce management software, uses a Channel to showcase videos from their annual conference, VISION.
Using a Channel to display your company conference videos is a great way to show prospective attendees a taste of what they’ll experience if they register for your next conference. It’s easy to group these videos in sequential order or use Sections to group event videos by theme or topic.
If you have a series of product launch or update videos, adding them to a Wistia Channel is an awesome way to keep them organized and accessible to all. We feature all of our product launch videos on a Channel with rows that are organized by type of update, starting with our most recent product updates followed by other specific sections that speak to different aspects of our product.
Helping your customers get the most value out of your product is key to keeping them satisfied with what you have to offer. Using a Channel to bring those important announcements and updates to the surface is a great way to ensure that your users know what’s going on, what they should pay attention to, and what they should try out if they haven’t already!
One of the best parts about Wistia Channels is that once you’ve embedded it on your website, you can always add additional videos to the Project, add or remove sections, and modify it to your heart’s content without ever having to touch the code again. Simple as pie!
And just like the delicious pie we’re now craving, we hope you’re hungry to start organizing your Wistia Channel today. It’s super simple to make your content more easy to digest for your viewers, so take the time to get it just right! All of your viewers will thank you for it in the long run.
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Why Your Next Product Line Should be Binge-Worthy Content
For most businesses, building a brand comes down to creating memorable experiences for your customers and prospects — within your product, amongst your sales and support teams, on your website, in your stores, and more.
We call this the “brand experience,” and it’s how businesses have typically built affinity over the years. It’s this affinity that drives word out mouth, decreases churn, and increases expansion. The company that has the strongest connection with their audience wins.
The way we create and expand these experiences in the software world, is by investing in scaling our products. To create greater brand affinity, you need to either evolve your current products or create new ones. The challenge, of course, is that adding more products means you need more support, sales, infrastructure, engineering, etc. You need more people, more complex operations, and more investment. And you need to make sure that amazing customer experience scales, too.
Creating and investing in what it takes to support additional products can increase your brand affinity, but it’s expensive and risky to pull off. However, there is a way to scale brand affinity without those risks and overhead. Instead of investing in new product lines, we think businesses should invest in content, as a product line, through Brand Affinity Marketing.
Learning from the media company model
As we talked about at length a couple of weeks ago at our live broadcast, Change the Channel, both B2C and B2B businesses can learn a lot from media companies like Netflix, Hulu, and HBO about how to market their content. For these companies, their product is the content they offer to customers, so naturally, they’re experts at aggregating and creating it, distributing that content to the public, and then building huge audiences.
By treating your content like a product line, just like a media company would, we can start to grow more demand. Fortunately for us, mainstream media is no longer solely in charge of controlling what content consumers have available to them — there’s a huge opportunity for businesses to get in on the action, too.
Arguably the best part about treating your content like a product is how scalable it is. Once you create the asset — whether that’s a video series, podcast, documentary, books, you name it — it lives on forever. If the content doesn’t land with your intended audience, you can let it fade away into the abyss and just try something new.
Now, when we reference “content” here, we’re not just talking about another blog post or guide. We’re talking about binge-worthy content, or entertaining content that’s so good consumers can’t help but want to watch, listen, or read a lot of it in one sitting. Most importantly, the content you create has to actually add value to viewers’ lives, not just push them towards the next stage in the funnel.
At the end of the day, it should cost you next to nothing to keep this type of content working hard for your business compared to what it would cost to support the infrastructure around a more traditional new product line. Sure, maintaining and scaling your content requires an additional investment in content and the people who create it, but it doesn’t require additional support, sales, or engineering resources.
“It should cost you next to nothing to keep this type of content working hard for your business compared to what it would cost to support the infrastructure around a more traditional new product line.”
All you need is a small team of creative folks, internal or external, who are dedicated to creating amazing content that resonates with the right niche audience. For example, last year we created our first-ever, four-part docuseries, One, Ten, One Hundred, where we explored how creativity can be born out of constraints. This series, which was scripted, shot, and produced by our own videographers here at Wistia, went on to win a Webby award for “Best Video Series” in the branded entertainment category. To put it simply, when one of your product lines is content, it has to be good.
It’s critical that the content you create provides value outside of your product or services, is truly unique, and entertaining. If you’re going to treat your content like a new product, it should be worthy of that dedicated investment.
Speaking of investment, when it comes to promoting the content you create, the risk is small compared to many other traditional marketing investments. It doesn’t cost much to be able to take really big, creative risks with your content. Plus, experimenting with your content and how it performs with niche audiences can help inform other parts of your business strategy, as well. Ultimately, the key is being clear and transparent with the other leaders at your company about the risks you plan on taking from the very beginning of these brand conversations.
Advocate for setting aside a small percentage of your overall marketing budget for experimentation, and most importantly, don’t expect to measure the outcome like you would a traditional marketing activity.
When we sat down with Nancy Dussault Smith, CMO of Hydrow, on our talk-show called Brandwagon, we asked her about how she thinks about making room in the budget for more experiential marketing tactics, and she said:
“I used to always say at places where I had bigger budgets, that a certain percentage of the budget was mine to do as I choose … and nobody could question it. I’ll take this 5 or 10% of the budget, and this is what I play with. This is where I test things that in my gut feel right, but I can’t prove this to you until I try it … and that’s where a lot of wins come in.”
Nancy Dussault Smith, CMO, Hydrow
Keep track of the time people spend with your brand — you could have a small audience, but if they spend a ton of time with your brand consuming content the impact can be outsized. If you’re creating content that adds value, you should start to see recommendations, comments, and qualitative feedback roll in while you’re waiting for the quantitative numbers to take shape.
“If you’re creating content that adds value, you should start to see recommendations, comments, and qualitative feedback roll in while you’re waiting for the quantitative numbers to take shape.”
One example of a business that has started putting a ton of value-add content out into the world is Drift, a conversational marketing platform for businesses. They’ve been creating podcasts, video series, and more over the past few years, and because of their success, they’ve recently decided to double-down on content.
Drift Insider Plus is an exclusive on-demand content subscription platform that “ … goes a mile deeper than what you get for free on Drift.com and Drift Insider.” At $99/year, the Drift Insider Plus subscription follows the same basic model that consumers are already super familiar with. The best part about Drift’s decision to invest more in content is that they didn’t have to spend a fortune creating a new product line to figure it out. Mark Kilens, VP of Content and Community at Drift, comments on how building a brand and creating shows has been one of the best investments Drift has made to date.
“Today there are more things than ever vying for your customer’s attention. Building an enduring, authentic brand is critical to stand out from all the noise. Creating an original show is one of the best investments your business can make. Why? Because a show is going to help you grow a captive audience, and help you build a community around your brand. We’ve seen this firsthand at Drift with our original shows like Seeking Wisdom and The Marketing Swipe File. And don’t forget that you can repurpose all of your show content into audio clips, quotes and short stories, and video segments. Package up all of that valuable content into new offers to grow your sales. It’s a no brainer.”
Mark Kilens, VP of Content and Community at Drift
Because B2B companies, in particular, are so hyper-targeted with the services they provide, there’s a huge opportunity to become the top brand in your given category, by becoming an active part of the subcultures and communities that influence your target customers. Think about the current trends in media consumption outside of your business — audiences expect content to not only be specific and tailored to them, but to be high-quality and available in abundance.
Niche audiences may be smaller than the ones your marketing team is typically used to targeting, but deep connections with people who can influence potential customers purchasing behavior is far more beneficial than simply making lots of people aware that your business exists. When businesses invest in creating binge-worthy content that appeals to a community passionate about a specific topic, it’s much easier to meet demand and start conversations about your brand.
“When businesses invest in creating binge-worthy content that appeals to a community passionate about a specific topic, it’s much easier to meet demand and start conversations about your brand.”
Focusing on a niche audience also gives you the opportunity to become the go-to destination for all types of content specific to that niche over time. Instead of casting a wide net and only capturing some of your broader audience’s attention, businesses should get more specific and focus on creating content that appeals to viewers on an identity or value-based level. Members of this subculture — because they are so passionate about the topics you’re dealing with — will likely spend more time with your brand online and on your website. This can translate into sustained engagement with your content, leading to active advocacy for your brand.
Word of mouth advocacy isn’t just driven by your most active customers — it’s driven by anyone who has formed a strong opinion about your brand. By investing in content as your next product line, you create the opportunity to build this brand affinity at scale within niche audiences while keeping costs down. To build a lasting brand in the modern world, businesses need to start treating their content like a product.
The Business Case for Building an Audience for Your Brand
In the marketing automation space, there’s an interesting case study that puts into perspective the age-old dispute between marketers who prioritize reach and those who prioritize resonance.
Two of the biggest players in the lower and middle tiers of the marketing automation industry, HubSpot and Mailchimp, have been competing to win over as many small to medium-sized businesses as possible. HubSpot currently boasts four times as many social media followers and attracts almost double the amount of organic traffic than Mailchimp does, so one might assume HubSpot also generates more revenue and profit.
The reality, however, is that Mailchimp has overtaken HubSpot in both financial categories. In 2018, HubSpot saw $513 million in revenue while Mailchimp earned $600 million. Moreover, while HubSpot has yet to turn a profit, Mailchimp has been profitable for its entire existence. Now, that’s not to dismiss HubSpot’s huge success in any way — it just brings up an interesting question. Do more views and more leads actually result in more revenue? Not necessarily.
If you dig a little deeper and think critically about Mailchimp’s relentless focus on audience building (which has resulted in the creation of Mailchimp Presents, a network of original content) and HubSpot’s concentration on reach, Mailchimp’s ability to generate more revenue and profit with significantly less reach than HubSpot starts to make sense.
In most marketing dashboards, reach and revenue tend to trend in the same direction. More often than not, marketing teams will notice this relationship and assume that revenue will increase when reaching as many people as possible.
However, research shows that your audience’s sentiment toward your brand is what ultimately leads to more revenue. So, contrary to popular belief, while an increase in reach can influence revenue growth, it’s not the sole driver of it — that driver is actually emotional resonance.
“Contrary to popular belief, while an increase in reach can influence revenue growth, it’s not the sole driver of it — that driver is actually emotional resonance.”
Unfortunately, most brands run with this flawed logic and adjust their marketing strategies accordingly. This misaligns their incentives, pressuring them to crank out a ton of content to generate views and leads rather than crafting content that their audience actually enjoys.
Solely focusing on reach can generate a huge amount of impressions, but the vast majority of these people won’t enter the brand’s funnel because the content is too self-serving. And most of the people who do enter their funnel will churn more rapidly because they’ll quickly lose interest in the content. As a result, these brands will generate a disproportionate amount of leads and opportunities for their sales team to close.
Creating content that is truly valuable and resonates with viewers’ core beliefs and identities gives businesses the opportunity to build loyal audiences and keep them coming back for more. Of course, we’re talking about creating binge-worthy content here — entertaining content that is so good consumers can’t help but want to watch, listen, or read a lot of it in one sitting.
As we mentioned before, Mailchimp has been investing in creating this type of content for some time now. They’ve been focusing on building resonance over reach by creating content that attracts specific types of viewers well before they may ever become a Mailchimp customer.
Our CEO and co-founder Chris Savage sat down with Mark DiCristina, their Head of Brand, on our talk show, Brandwagon, to get the inside scoop on how creating binge-worthy content has helped them build audiences, and ultimately, do more with their content by focusing less on reach.
“Mailchimp Presents is an entertainment platform entrepreneurs. Mailchimp’s mission has always been about empowering small businesses and helping them succeed and grow. We’ve always done that with software, but over the last couple of years, we began to feel like there are other ways that we can do that. We can make content that inspires them and motivates them and makes them feel like they’re not alone.”
DiCristina goes on to explain why they’ve made this switch from focusing on awareness by investing a ton in advertising to investing their budget more in creating original content instead. When referencing the shows they’ve been creating at Mailchimp Presents, he notes, “It’s more durable, lasts longer, doesn’t require people to be interrupted … it changes our relationship with our customers. So now instead of interrupting people all the time, they want to come and engage with us.”
By focusing on creating content that resonates with viewers, businesses encourage audiences to spend more time with their brand, and when that happens, it’s more likely that viewers will become a customer in the long run.
Resonating with your audience doesn’t just help generate more revenue for your business. It also costs less, and in turn, results in more profit for your company.
When your brand is just focused on reach, only a slim, static percentage of your audience will convert into customers, so growing revenue requires a regular increase in boosting awareness. And to boost awareness, you must continually invest in advertising on platforms like Facebook and Google. While digital advertising can help people become aware of your business, it’s expensive and has increasingly become ineffective thanks to oversaturation on these platforms. Plus, just because someone knows of your brand, that doesn’t mean they feel connected to it.
“When your brand is just focused on reach, only a slim, static percentage of your audience will convert into customers, so growing revenue requires a regular increase in boosting awareness.”
On the flip side, if you focus on retaining an audience, you can generate more revenue by growing resonance. With this approach, you don’t even have to necessarily increase reach. You just have to focus on creating a lower volume of content that offers a higher level of quality and engagement.
When you’re focused on retaining an engaged audience rather than acquiring new, less-engaged members to replace the ones who have churned, each member of your audience’s lifetime value increases. In fact, since Mailchimp launched Mailchimp Presents, they’ve noticed that the people who have engaged with their shows buy their products faster and spend more money with them. And an added bonus? Since a loyal, passionate audience produces a ton of word-of-mouth marketing for your business, you don’t have to spend as much money acquiring new audience members, which decreases customer acquisition costs.
In our interview with Mark DiCristina, he goes on to share why making binge-worthy content for your audience is actually more cost-effective than running a traditional ad campaign. Here, he compares making a podcast to advertising on one:
“In many cases, it’s often less expensive to make the podcast, and you own it forever. The reason that you buy the ad instead of making the podcast, is because you’re buying the audience, so you can get in front of people who are listening to those shows. For Mailchimp, we already have an audience … we have access to lots of people and to our customers, and they trust us. So why should we always be spending money to be in front of them when we can just make the thing?”
Over the years, the race for brand awareness has plagued business’ marketing strategies. We’ve continued to sacrifice the quality of our content and customer experience for the pursuit of our own goals — and our audiences are sick and tired of it.
Nowadays, anyone can instantly identify content that lacks value, ads that are just there to interrupt, and businesses that are over-optimized and disingenuous. That’s exactly why focusing on resonance and audience-building generates better business results than investing in awareness and reach alone.
Why Existing Brand-Building Strategies Aren’t Working
How do you build a lasting brand?
It’s an ever more prescient question in a world where the concept of the marketing funnel is breaking down, and as consumers, we’re relying more and more on our personal networks to make purchasing decisions.
If I want to buy a new camera, for example, my first port of call for tips is my WhatsApp group full of video gear-heads. And if I want to know where to get the best lobster roll in Boston, I’ll bypass Google and go straight to our #team-wistia Slack Channel.
How do all of these recommendations come about? Some are a consequence of direct personal experience, but some are driven by word of mouth (Maureen) and others by an ineffable affinity for the state of Maine (Jay). As a business, chances are that you want to encourage more of this type of behavior.
Contemporary thinking would suggest you focus on improving your overall “brand experience” — which is the notion that every interaction customers have with your business (both inside and outside of their purchasing cycle) contributes to the overall perception of your brand, which drives preference and purchasing intent.
Because our brands have become the essential factor that dictates what we choose to buy, and most importantly, what products and services others recommend to us, this has lead businesses to invest more in it.
Brand-building efforts centered around improving and optimizing the customer experience look like the following:
- Designing our websites to be aesthetically pleasing and easy to use
- Ensuring our products and services meaningfully solve customer problems
- Offering best-in-class customer support
- Hiring a talented and well-informed sales team
- Creating marketing content that educates and informs potential customers
Our implicit goal here is to out-perform our competitors in each of the above areas, and thereby become the preferred vendor in our respective markets. In essence, businesses aim to create brand advocates through an amazing customer experience.
“In essence, businesses aim to create brand advocates through an amazing customer experience.”
By ensuring our existing customers love us, we hope (and assume) a good subset of them will become “net promoters,” recommending our products and services to others, increasing the positive market perception of our brand.
This way of thinking has a critical flaw.
If you rely on your existing customers as the potential pool of individuals who will become brand advocates, word of mouth becomes extremely hard to scale.
A situation where a positive NPS score leads to one new customer being acquired via a word-of-mouth recommendation for every ten new customers you get (a not unreasonable standard, especially in B2B), you still need to ensure a very low churn rate for your customer base to grow at all.
And to grow dramatically, you need to hit a viral coefficient of >1 (each customer brings in at least one other), which is a standard achieved by only 0.01% of new businesses.
Because, for most of us, organic word-of-mouth at a dramatic level is hard to achieve via customer experience, we end up supplementing our organic efforts with some sponsored advocacy. The staggering rise of influencer marketing over the last few years, paired with the astonishing amount of money top influencers are making today is a testament to this trend.
But, this growth cannot continue infinitely. People are starting to slowly reduce the time they spend on social media, and there’s only so much room for sponsored posts (as well as members of the Kardashian family) before we hit oversaturation.
Therefore, we see the cost for influencer marketing growing quickly, to the point where a cost per (potential) thousand impressions is hitting >$10.
At these rates, influencer marketing looks incredibly expensive (and risky) when compared with an obvious, more measurable investment — digital advertising. And because this is expensive and untrackable, we aim to buy brand preference with ads.
This tactic, in various forms, has been the primary brand-building default for the last hundred years. The idea is based on the (now very outdated) notion that through repeated exposure to your brand, people will remember you better, and think more positively about you.
“The idea is based on the (now very outdated) notion that through repeated exposure to your brand, people will remember you better, and think more positively about you.”
In the pre-internet era, this meant buying ads in places where they were likely to be seen by potential customers — billboards, print media, TV — and then coming up with creative, compelling executions that spoke to the needs of your potential customers.
Today, most businesses create a few short, creative assets, and then pay Google and Facebook to provide as many small interactions with them as possible. This tactic, in order to be worth the investment, relies on the assumption that increasing awareness alone will increase affinity.
Because media agencies gain revenue by taking a percentage cut of ad spend, they have a vested interest in supporting this “impression-centric” model. And because big Silicon Valley giants now see the majority of revenue that was once spent on printed media and TV, they are more than happy to serve them.
This spend continues to rise, and the revenues of Google, Facebook, Havas, IPG, Omnicom, Publicis, Dentsu, and WPP continues to grow with it.
But despite all this investment, digital advertising doesn’t work very well. Here are the factors that contribute to its downfall.
Because the web is now so saturated with advertising, most users have become adept at ignoring things they don’t want to see. This means that for most people, ads just become part of the background noise of the internet rather than something they actively view and consider. Don’t believe me? Just take a moment to think about how many of the ads you’ve seen online recently that you can remember.
To mask this problem and ensure maximum revenue for themselves, media companies then sell ads primarily on a cost-per-impression or cost-per-view basis, which falsely equate trivial interactions with meaningful engagements.
Users are increasingly in control (both consciously or unconsciously) of their own digital worlds thanks to filter bubbles caused by AdBlockers, personalized search, and algorithms like Facebook EdgeRank. This means consumers often only see your ads if they have previously engaged with your content.
Due to competition, channel saturation, and the increasing costs of distributing messaging on search and social, overall customer acquisition costs from advertising continue to rise.
Shortness of interactions
While most ads are ignored, even unskippable ads only last for a maximum of 30 seconds. It’s very hard to tell a compelling, emotionally resonant story in 30 seconds. Certainly, there is the exception that proves the rule — a giant consumer brand that hires the world’s best creatives and achieves viral success — but 99.9% of campaigns attempting to achieve these results fails dramatically.
In 2019, Our perceptions of companies are no longer based on how many times we’ve interacted with them in passing, but rather the depth of our personal experiences, and the experiences of those we trust, both of which are typically impacted very little by advertising. Because digital advertising doesn’t make people like you, we need to find a new way of increasing preference and world of mouth.
“Because digital advertising doesn’t make people like you, we need to find a new way of increasing preference and world of mouth.”
As marketers at businesses big and small, we need to recognize that we can’t make potential customers fall in love with us at first sight.
Constantly interrupting people with messages and short videos they didn’t ask to see is not behavior conducive to making them like us more. Sure, they may then have heard of us…but brand awareness does not inherently lead to the creation of brand advocates.
So, instead, we need to find a new marketing tactic that builds meaningful, positive connections between brands and consumers — in a scalable and cost-effective way.
We need a way to market to the circles of influence for our potential buyers and to positively dispose them to our offerings. And this is what we’re developing here at Wistia, with Brand Affinity Marketing.
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