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’TREPONOMICS ESQUIRE GUY | MARKETING | ASK A PRO | ETHICS Creative campaigning What goes into the launch and execution of a multimedia content marketing program? When B2B video company Wistia hatched a weeklong campaign featuring GoPro cameras, the takeaways were illuminating. By Ann Handley C onsider the GoPro, the tiny but rugged mountable video camera. It’s one of the most recognized camera brands in the world—known for capturing epic, adrenalineinducing adventure and extreme-sports videos from unusual, first-person angles. Which is why I was surprised when Wistia, a B2B video-hosting company in Cambridge, Mass., announced the launch of something it called “GoPro Week,” a marketing effort meant to inspire businesses to use the tiny GoPro in similarly powerful ways. Wistia’s plan was to coach organizations on how they could easily tap the GoPro to tell compelling—if less extreme—stories that would boost their business. So what happened? Let’s deconstruct this GoPro Week marketing concept, which Wistia hosted in November 2014, with an eye toward what you can learn from it. The inspiration: an oddball mash-up. Every marketing initiative starts with a bit of inspiration. The catalyst for Wistia’s campaign was the launch of GoPro’s sporty Hero 4 camera last fall. But what really ignited the plan was the idea to mash two known but seemingly opposing entities—the daredevil GoPro and the typically restrained B2B video—in a way that could expand the possibilities of both. “We thought it would be a fun twist on the typical adventure-sports angle to share how businesses can use GoPros to show off company culture, products and anything else,” says Wistia director of marketing Ezra Fishman. Of course, any inspired idea needs to be linked to a bigger marketing mission. For Wistia, showcasing the GoPro in unconventional ways helped to underscore the bigger theme palpable in all of the company’s marketing: a focus on educating A Wistia blog post examined GoPro mounts through video and still photography. and inspiring businesses to produce engaging, higherquality videos as critical components of their content marketing strategies. The goals: reach the audience’s audience. What change do you hope to effect with your campaign or program, and how will you measure that success? Wistia had two primary goals for GoPro Week. First, it wanted to build awareness and audience (a goal consistent with almost all of its content marketing), with a particular emphasis on reaching its existing audience’s audience—or, friends of friends. “The best way to reach a broader audience is to focus our energy on engaging the audience we already have, and let them spread our content to others,” Fishman says. “In this way, it’s a snowballing effect, where we are incrementally building our core audience with every new piece of content we make, which in turn fuels more audience growth for the next piece of content.” Second, Wistia wanted to drive engagement across multiple company-owned and social media channels, as well as encourage repeat visits to its blog. “We built a campaign that would encourage people not only to visit the content on our blog but also to participate in discussions in our Community forum and on Twitter,” Fishman says. “We hoped that publishing content on a daily basis would encourage visitors to return each day to see what’s new … and ideally keep doing that after GoPro Week has ended.” That second goal, in particular, was key in the decision to turn the campaign from a post or two into a weeklong GoPro-palooza. “That gave us the creative freedom to think about different angles for the different days and gave us the opportunity to try out some new approaches,” Fishman points out. The plan: focus efforts. It can be challenging for modern marketers to select the right format (blog? infographic? e-book? webinar?) and channel (blog? email? Twitter? Facebook?) for a new content program. You might eventually expand your program to include more channels and formats—and you probably should—but at launch, it’s best to focus your efforts so you don’t dilute your energy and impact. With its topics and timeframe in place, Wistia decided to create a series of five blog posts focused on five approaches to using the GoPro in a B2B context. Wistia also utilized email, its active discussion forum and Twitter to amplify the GoPro Week program. “We decided that each [blog] post would feature a PHOTO © TREVOR HOLMES 30 ENTREPRENEUR MARCH 2015
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