Lindsay Tjepkema: Welcome everyone. It is not quite 2024, but it's almost 2024, which is crazy to me. I don't know what has happened to this year. It has flown by. Nevertheless, onward we go. We're going to talk about trends in my favorite topic, which is content marketing and about powering your pipeline because if you're a marketer, pipeline is a word that we're hearing a lot lately, and video is a really, really great way to do that. However, there's a common, I think that we're going to get to today, misconception that it's difficult to do and difficult to prove that pipeline is being generated by video. It's hard to get to the data, so we're going to talk about it. In case I don't know you yet, my name is Lindsay Tjepkema. I am CEO and Co- founder along with Adam of Casted. We are a podcast and video marketing platform specifically for B2B marketers. That's me, Adam, why don't you introduce yourself too.

Adam: Hey everybody, I'm Adam, Lindsay's co- founder. I lead the product and technology side of the business. Everything that Lindsay comes up with and her brilliant brain, I try to actually make a reality. Also spent a lot of time using video for a number of projects and sales and marketing. Really excited to talk about the details of how we use it as a company, but also how we think about it as a product organization and advancing the tool set for marketers.

Lindsay Tjepkema: Sounds amazing. And when he said brilliant brain, he actually means that he puts up with all of my crazy. Very thankful for Adam. And then Sarah, you don't have to come back onto video, but Sarah's also here. She's from our team and she's helping behind the scenes to make sure that even though Adam and I are going to be talking to each other and looking at the slides, we may not be able to catch all the Q& A. Sarah will make sure that nothing goes unnoticed. If there's any issues or difficulties, or if you have questions, things come up in the Chat, Sarah is amazing and is going to help make sure that we don't miss anything. All right, let's jump in. What we're going to talk about today, this will actually be a guide. We're going to talk about a lot of things. Adam and I go off script sometimes, but we're going to talk about of course, trends in content marketing that you should really be aware of as we head into 2024 and beyond. How to take a data- driven approach because there's a lot of pressure on marketers always, but I think especially now to make sure that we're approaching all the things we do with data, and creativity and content can sometimes be difficult or at least there's a perception that it's difficult to do that. We're going to talk about how to do that and how to make sure that you're not only knowing and growing your audience and generating leads, but that you can prove it. We're going to get into Q& A of course. Then I want, I'm going to say this a few times because perhaps, arguably the most exciting part of this entire thing that we're doing is the end, which is when we're going to get into a sneak peek of a new casted feature, which has two letters that are I and A, not in that order. I can't wait to show it to you, and actually Adam's going to be on, he shows it to you. But definitely stay tuned after the Q& A because we're going to talk about everything we've talked about with trends, and then we're going to actually show you how we, and by we, I mean Adam and his amazing team, have turned all of our observations and trends and what we think and see is happening to the future of content marketing and B2B and what we're doing with the product to help make it happen. Let's go. All right, so we did a little study of content marketing and found that the vast majority of a content marketer's workweek, 33 hours to be exact based on our study is spent creating content. Blows my mind, but as a former content marketer and actually still a content marketer, I can absolutely relate to this and I wonder if you can too. Put it into the chat because I'm curious how this aligns with everyone on this webinar. The vast majority of the content marketer and the content marketing team, the time is spent creating content, producing content, which leaves very little time for everything else. Think about all the other things that content marketer and their team is responsible for, including what they're going to do with that content. We have conversations, all of us here at Casted, Adam and I for sure do, with customers and prospects and just people in the industry talking about, great, you have all this content, you have all these webinars that you've recorded. You have podcasts, you have virtual event content, live event content, awesome job. You are creating content. You're sitting on a huge library of content from past years, you're planning more. You're going to spend obviously a lot of time on it. What are you doing with it? And even bigger than that, what's it doing for your business and how do you know? As we get into trends, just keep that in mind with how much time you and your teams, whether you're leading a team or you're part of a team, is going to be spending in the year ahead creating new content and think back to past years that your business has spent the vast majority of business hours creating content. As we look ahead, it's no doubt that one of the trends that we're seeing, number one is repurposing content. It's everywhere. Everyone is talking about content repurposing. I'm also hearing content waterfalls. It's a big part of what we call amplified marketing. Repurposing content is super, super important, and it's bittersweet for me because this is something that we've been shouting for almost five years, that repurposing content is so important and I'm really excited to see other people talking about it now and the appreciation for how important repurposing is. That's one. Two is of course using podcasts and video content to grow your audience and your leads. Again, this is not news to us. This is something that we've flagged that we've been waving for a long time using podcasts and video content, video content being, sure, like produced videos, but also this webinar content. You go and you record something, then what? And you do events using all of that rich audio and video content, not just for brand awareness, which is huge, but also to generate leads and to really create demand. Then third is content strategies, which is a big part of what we're talking about today. Content strategies and content creation, really being driven by a combination of data and creativity. Using that gut and science to say, " Hey, what should we create more of in the year ahead?" We're seeing tons and tons of conversations around that already saying, " Hey, how do I better connect with my audience? What kind of content do I create? What data do I need to be looking at to know what I should be focusing those 33 hours every week on?" Fourth, content strategy and creation with AI, which we're going to get to because this is a hot one, and Adam and I, we've had so many conversations about what this means because I know all of you are seeing this too, which is content strategy and creation being dictated by AI or being completely and totally created by AI and AI machines being constructed to really drive and create your entire content ecosystem, which is I think, in my opinion going way too far. But there is a really cool place that I think that once the pendulum swings too far that way, we're going to see come back into the middle and say, how can AI serve you as a person in creating that content strategy and creating rich content that does resonate with the humans in your audience? Because as you know, I believe the most human brand wins and that can absolutely be supported with AI. These are the trends that we're seeing going into 2024. Adam, what would you, any commentary, anything that you'd like to share or add or your thoughts on any of these?

Adam: Yeah, I mean, I think what we've seen, especially leading into 2024, is an extension of what's naturally been progressing over several years now, especially with social taking over such a massive portion of marketer strategies. We're seeing that these platforms are driving a lot of the content that they create. Makes sense. One of my favorite Lindsay quotes of all time that I like to use all over the place is wherever audiences go, so to go to the marketers. As we're seeing the prevalence of TikTok and Instagram grow and the number of people spending the number of hours that they are on these platforms, marketers are going to find ways to invest on those platforms. That's where I think a lot of these AI tools are becoming really powerful and it's a great way that we talk about repurposing content. We're excited to get into more detail there, but I think that's the one thing I want to point out is that for me, the best way to indicate what's likely coming into the future is by looking to the past. And we've seen this trend moving from the past into the present, so we are pretty confident that it's going to continue into the future.

Lindsay Tjepkema: Absolutely, absolutely. And definitely get into the Q& A. If you have any questions or things that you'd like to add, if there are trends that you're seeing that you'd like to see us talk more about or questions that you have or things that we've missed, definitely chime in. But this is from our perspective, what we're seeing in conversations with our customers, demands from the marketplace and just observations that we have, so I'm curious to hear what everybody here is thinking as well. What we're here today to talk about is video marketing, using videos to market your brand, to grow your brand, to make a business impact, what data you can and should be using. I know from my own perspective as a marketer, there has long been some frustration and some ambiguity around how do I use videos to do anything more than just build buzz, generate traffic, hopefully educate and entertain my audience. How do I actually use it from a data- driven perspective? How do we use data to inform what videos I create and how do I use data about those videos to inform how things are going, how it's driving business impact the impact that I as a marketer am making on the business? Because right now, this is what we've got, and this is more than we've had in a long time, which is, okay, you're doing video, here's what you should be looking at, views. One might say downloads if you're talking podcasts, but views in video land. How many people have watched your video? Number of views, and it's important, like it says on here, do not assume that every view translates to a sale, not even close. And it's difficult too with views, how many are unique and where are they coming from. But views nonetheless are something that we see quite a lot when we're talking about video, video marketing, video metrics. Next stage deeper from that is engagement. Not just how many views, not just how many times somebody has clicked the play button, but how many people are sharing, what do comments look like? What's the quality of those comments? How many are there? Just starting to see what the sentiment is there. Engagement to me is something that's really, really important because otherwise you're pretty blind. You're flying pretty blind. Conversions. Something that we as marketers pay a lot of attention to is that, okay, somebody's viewing your content, but who's actually following through on that call to action that's related to the video? What does that look like? What's the follow through? It's a good indicator of the okay, then what? But then the holy grail is ROI, which we often get asked about as marketers, but it can be really difficult to spend to actually calculate. You look at how much time, money, and energy do we spend making this video, which that's holistically. Is it a video series? Is it a clip of a video? But you've got to calculate how much you've put in and then therefore how much over time or a given period of time you're getting back, which can be tricky as far as how you look at that. Adam, anything that you would add or change or comment on here? The common video metrics that we're looking at?

Adam: No, I don't think so. I think this is a pretty great baseline for how marketers today are measuring the effectiveness of their video and it makes sense. These are a lot of the similar metrics that we use to measure all types of things from web traffic to search to add performance. We're aligning pretty closely to a marketer's value spent. One thing that video does is it costs more, and it's not always dollars. We can oftentimes sink a ton of money into ads, but video has a unique time cost and therefore has an opportunity cost. Our time spending, even for this webinar, preparing for it, coming up with topics, doing the research, meeting multiple times, planning for it, sending out social to get folks to sign up for it.

Lindsay Tjepkema: Getting the makeup crews to come in for both of us.

Adam: The makeup crews, the time I spent in the makeup chair. It's a time investment. Those are all things that we could have spent that time doing something else. That cost all needs to be calculated when we think about the ROI. And that is where we talk a lot about in the previous slide about trends, about repurposing. The idea around ROI isn't necessarily what's the splash on the number of attendees today. It's also what valuable content, what quips, what quotes, what short form video, what things can we parse out of here and share onto social? All of that needs to be calculated into your ROI, which is a much more daunting data task, but one that I think is quite important. That'd probably be the only other thing I would add.

Lindsay Tjepkema: And I think, so this is tricky because what we got into on this slide is commonly what people are looking at or asking about, when we get asked about. So often when we get asked about how do I calculate ROI, how do I look at this? That's when we dig deeper and say, " Well, tell me how you're doing it now and tell me what you can see now." Because I would say the most common problems with video and share podcast marketing is one, it stops at publish. It's like, well, I'm publishing videos. It's like, well then what are you doing with it? Well, we just put it on the website or we have a YouTube channel. Then what? And we're just not seeing ROI or we just don't don't know what it's doing. Well, to your point, Adam, how else are you repurposing it? How are you chopping it up? How are you promoting it and promoting it, why? Promoting it for the sake of getting more views on the video or promoting it for the sake of getting more engagement with your brand overall and driving real business impact. Those are two very different things. And how do you know? So that's one is it ends with, well, I hit publish and then I'm just watching how many people, how many views I get. Two, which is something we're going to get into in a minute, but the big huge thing that's missing from this slide is who? None of this really means anything if it's just a bunch of trolls that are engaging with your content, or if it's my kid's fifth grade class all looking at a video of their mom being a big dork on YouTube. What I want is the right people and how do I know if it's the right people if I don't know who they are? We'll get to that in a minute. Oh, not yet. Adam has an art project for us later. But before we get into that, we started to allude to some of the tips for successful video strategy. That's going to get to some of this who. The big spoiler alert, these four things all say, know who your audience is. Tip number one for a successful video strategy, understand what video your target audience, your target customers are currently engaging with. First, you have to know who they are and what they're engaging with. So understand where they are, what they're watching, what of your content are they already engaging with? And the keyword there is your target customers, not just of your content library, what are the most effective or what are the most played or what are the most popular. That's important, but of your target list? What are they engaging with? Look at what companies and industries are engaging with your content. Understand who your content is resonating with. Two different things there. Of your content, who is engaging with it and of your target audience, what are they engaging with? Looking at it from both perspectives, using firmographic data, so that's what business are these people associated with? What firms are they associated with and what behavior do they have to understand how your content is performing and what content you should be creating. Again, who are the people you're trying to resonate with? What do they want to know? What's engaging or what's resonating with them? Then identify the top performing podcast videos and themes for your business. The big takeaway here is who, who's it for and who's engaging? How's it working from that perspective?

Adam: I would say one key thing to think about is asking who can be a really daunting thing. We'll talk about how to make that easy, but once you accomplish who, one thing that we talk about all the time is if you want a successful video strategy, you need to be creating value for your audience. It can be really hard, if not impossible to create that value if you don't know who your audience is really intimately.

Lindsay Tjepkema: Who's inaudible.

Adam: Right. That's why we harp on it so much is that if you're going to create educational content, if you're going to create something that helps them in their career or help them understand your product better to make a better purchasing decision, whatever value at the end of the day that you're trying to create with your video strategy, it needs to be based on that audience. As Mark rightly points out in the comments, it all starts with that who, so that you can come to the appropriate why, and that's why we're harping so closely to, it's great to know how many views you have, it's great to understand a rudimentary conversion rate, but what we really want to make sure that we're gathering throughout our video strategy is the who, so that we can determine the best value we can create for that audience.

Lindsay Tjepkema: That's right. I think one thing too, how in the world can you create content that you are confident is going to resonate with your audience if you don't understand truly who your audience is. Otherwise, it's just, and this speaking from past experience of many, many years as content marketer, it's just you in a boardroom virtually or literally talking internally with your own team about what you should be producing and making guesses about what's going to resonate. It's just, and you don't know. Then you spend apparently 33 hours a week creating the content and connecting with influencers and internal thought leaders and just making a guess about what's going to resonate when instead, if you really know who your audience is, who you want it to be, who is resonating, what content you already have that is working well, what content you already have that should be working well based on what you want people to know, that maybe it's not performing well. You've got to have that information about what topics are and are not working and what audience is and is not paying attention. Served with that data, then you can really start to say, okay, what do we got? What do we need? Then you can start to repurpose what's working. You can start to create content to fill the gaps, and it becomes a lot more efficient and effective when you're armed with that sort of data. It all, it's so important. We have so much information about the what, how people are engaging, what of the content you have is performing well, but without that who, it's just, it doesn't get, it's only half the picture. All right, Adam, show us your art project.

Adam: I'm very embarrassed by this. This is maybe one of the ugliest things I've made.

Lindsay Tjepkema: He did just make it five minutes ago because he was like, I just feel like we need to show them the funnel. I was like-

Adam: Well, it's also it's not my fault. Google Slides does not have, you can't round your corners. That's the easiest way to make anything look better, round your corners. I wanted to put this on screen. I actually talk about this a lot with my customers. I talk a lot about it in demos when we're showing off the product, and I think it's a really great way to frame the discussion around data to ultimately, as Lindsay was previewing very intentionally what we're going to talk about next, which is casted insights. We've talked a lot about over the last 20 minutes, about the who. What we want to get into is how do you do that? That's something that Casted as a product and as an organization we focus a lot on in bringing to our technology, is helping you find out who, and then most importantly, do something with that information, be able to act on it strategically. But let's set the stage here. I chose to illustrate this as a funnel because marketers love their funnels. The way to think about the types of data, and therefore their value that we have is being able to understand that who, so as we go down, we know more and more about that person. At the very top we have our anonymous data. This is, we know how many views, impressions, clicks, starts, stops, maybe average listen time. All of this stuff is available to us on an anonymous level. So it's the widest part of the funnel because it captures our entire audience of that video, but it's also the least valuable. It does tell us how our video is performing, but it doesn't tell us what it's actually doing for us as a business. As we move down the funnel. This middle part is one of the most critical pieces that we as marketers often skip because at the very bottom, we're identifying folks who have identified themselves. If they come to your website, they maybe fill out an email capture in order to watch the content, or maybe you've had already identified them via cookie from your marketing automation platform in the past. We're going to know more information about them if we can identify who they are on a contact level. That's really, really valuable. Don't get me wrong. Having that contact level information can be really critical in order to draw the line from this contact in this deal during the buying process did in fact watch these two or three videos and then bought our software. And the influence that that content had on our revenue oftentimes is what our revenue partners or our CROs, our top level c- suite, are asking us to show for our entire data pipeline. But the reality is that it's not super scalable. Getting every single audience member's contact information or identifying them down at the contact level is not always feasible and it doesn't really have to be.

Lindsay Tjepkema: No matter how much we wish it was.

Adam: Exactly. But there's this massive portion in the middle that we can create a ton of value with on the account and the brand level, especially as marketing teams. Knowing that someone from my target account list is listening can be really indicative of what that anonymous funnel is doing as well. It validates every page view, every impression, every click, every start, every stop. Because if we can say we are identifying a large percentage of our audience is in fact our target, then we know that those top level metrics we were talking about before are really relevant, that we are reaching the who that we want to. I wanted to put this up here to shape what we're going to be talking about today, and that is Casted Insights does that middle piece, the account and brand, and we'll talk about how it ties in down to the contact level a little bit later.

Lindsay Tjepkema: All right.

Speaker 3: Lindsay and Adam, I'd love to learn a little bit about our current attendees and what they're doing with their data. Would you mind if I started a survey?

Lindsay Tjepkema: Yes, please.

Adam: Please do. Yeah.

Lindsay Tjepkema: Speaking of data, let's get some more. Your question has just been launched, so please let us know on a scale of one to five how Data- driven is your current video marketing strategy.

Adam: Then we'll definitely save time in the Q& A portion to dig in a little bit more so if you feel like you are ranking in the poor area, we'd love to chat with you, open up a dialogue about why and what you see today might help.

Speaker 3: Right now we're about average, so I'm going to give it just a couple more seconds and then I'm going to end the poll and we can see what our final number looks like.

Lindsay Tjepkema: Oh, we got our first. Good.

Speaker 3: Woo- hoo.

Adam: Too bad this is anonymous. I want to call people out.

Speaker 3: That is why it's anonymous.

Lindsay Tjepkema: That's why it's anonymous.

Speaker 3: All right, I'm going to end our poll. Our results, I'm just going to do a quick share. We had three that said poor, four that were average and one that was good.

Lindsay Tjepkema: All right. Which says, okay, so we don't have any very poor data. What? And we don't have anyone that, we only have one person that said it was good and no one that said awesome. It sounds like, I mean, you're all here for a reason, that makes sense, that people want to, sounds like know a little bit more about how can I data and video, how do I tie them together? Let's get into it, shall we?

Adam: All right. At Casted we created a product that we call Casted Insights, and the idea is that we provide insight into that middle part of the funnel. We help you discover what brands are listening, engaging and watching your content on any device that they're watching it on. What's cool about the way that Casted has been built from the very beginning is that we're a podcast and video platform. You may be able to get the contact level information if you are gating your video, but what we allow you to do is without any gates whatsoever, be able to identify what brand, whoever is engaging with your content, where they're coming from. What we're looking at here is actual data from our Casted account that we just screen grabbed right before this, showing some of our customers, some of our prospects, some of our partners engaging with Casted content. These could be folks who are listening on personal devices at home. These could be folks who are listening in their office. It's a really powerful system that is built not just to capture folks in a very limited space, but a very broad space so that we can maximize what portion of that middle of the funnel we're able to identify. What's cool about this is in each one of these, as you click in, you'll be able to see a profile about that particular brand. As we look to see, okay, how is IBM interacting with our content, we'll be able to drill in and see they're actually engaging with these particular things, whether that's topic level, whether that's item level or the video in particular. We also break down which clips were they engaging with. We'll be able to tell you how many folks from that organization, but also what's their preferred media type. Because we're a multimedia platform, we can show you what content mix serves IBM best. Lindsay, you've been using Insights. Tell me more about how you and our marketing team have actually used these screens to make decisions on our video strategy.

Lindsay Tjepkema: From a couple of different perspectives, one by saying are we reaching the right brands? Are we reaching the right people? If not, who are we reaching and what does that tell us? If we're reaching lots of enterprise, cool, if we're reaching tons and tons of small business, what does that mean? Then we can start to say, well, what are they watching or what are they listening to that, what did we cover? Who did we have on? What topics did we cover? Being able to look at this from both perspectives in Casted, it's the who and the what, and we can draw correlations and we can start on either side. We can either say, okay, we covered all of this stuff on our show or on this video series, this webinar series over the last 30 days. These are the topics that we covered. Who did it reach? We can also say vice versa, who have we been reaching? Cool, what have they been watching or listening to? We try to look it up from both perspectives and try to correlate and say, okay, based on that, where's that? You like Venn diagrams. Adam loves the Venn diagrams.

Adam: I do.

Lindsay Tjepkema: So does he. Being able to say of what we're creating and of who we're reaching, where's that overlap and how do we make that overlap bigger with the people that we want to be reaching and what we want them to be learning from us. That's how we look at it all the time. I know that our customers do too, but we're going to get to that in a little bit.

Adam: What's cool about this technology, about this chart that you're seeing here is it's actually embedded in many places. It's not just one screen within Casted. You'll be able to see what brands are listening across your entire content library, but also down to the video level who's watching this particular video down to this particular clip. But also the way that Lindsay was describing it, we have this feature in Casted called themes where we can actually search for content that matches keywords. We understand that content around this topic, we can see who's listening to that topic. We're not just mixing in firmographic information into an existing dashboard. We're also integrating into much more strategic space where we can compare how our target audiences are working with, engaging with certain content topics, which is really powerful.

Lindsay Tjepkema: You asked how we use it from a marketing perspective and content strategy perspective also, which I think is not to be overlooked, is drawing the line between content and revenue and the closer you as a marketer can get to target accounts if you're not already there, you need to get there because if you can say, okay, here's our target account list, here are the people we're reaching, where's the overlap? Then you can start to really prove value of like, look, our content is reaching these target accounts and we do that for and with our customers all the time, and we do that ourselves to say, who from our target account list is engaging with our content? Then we can react accordingly. Sometimes that means we reach out. Sometimes that means that we just say yes, we're reaching the right people, but being able to see where that overlap is between target accounts that lets you start to really get into ABM with podcasting and video content, which is really important too.

Adam: One slide over, another way to think about this, we can definitely engage on the target account level, which can really form our strategy, but we can also abstract one layer up and group them into segments. The screenshot that we're showing here is a geographic one where we're splitting the companies by their headquarters into east and west coast. But the cool thing about segments is they're defined by your business. It may be you segment your target accounts by revenue size, so enterprise, mid- market and small business. Maybe you target it by technology that they use, so target air bucketing into folks who use HubSpot versus folks who use Salesforce as their CRM. There are dozens of different ways that we can group your target accounts into segments and then understand how that whole segment is performing. Especially folks who are having different messaging, depending on maybe the revenue size of their target accounts, our messaging changes quite dramatically from the enterprise level to the medium and small business level. Knowing that when we create video content for the small and medium- sized businesses, that those are the ones that are in fact engaging with the content can be quite validating that you're reaching them in general. But it's also a great way to then go back to what we talked about. Let's look at what topics are really resonating with the small and medium business versus enterprise. Is it the same? We can conjoin strategy there? Is it different than we know that we need to separate our strategy and hone in more particular topics and content around that topic for that particular audience?

Lindsay Tjepkema: A hundred percent.

Adam: All right, and then one last thing here is it's important to remember too, that all of this is connected into CRM.

Lindsay Tjepkema: Hooray.

Adam: Exactly. What we're able to do is with Casted Insights, when we notice a target brand, we can push that into HubSpot onto the account level, into Salesforce onto the account level. But we can also, when we've identified that an individual contact and identified contact within that group, again that's the bottom of the funnel, we can provide even more detail including listener behavior from that individual, what videos that they've engaged with, how long they were listening. We'll even create a profile down to that contact level so when you get into Salesforce and you look at that contact, you can see how many minutes of total content they've consumed, each item that they consumed, when we first last saw them. What's really cool about all this stuff is it allows you to automate your marketing strategy around video. We talk about all the time when we see someone who's watched their first video, what do we do next? There's a million directions we could go, we take them down a really long and wonderful content experience, but if you don't have the pipeline to do so, it becomes very labor- intensive to reach out to individuals. That's why marketing automation exists. And Casted plays really well in those places like HubSpot or Keto along with CRM to really help you identify and make the connection to revenue using the example I said earlier, what videos did someone watch during their buying process? But it also plays really well with your overall marketing strategy where we can help your automations and your workflows be more powerful based on what content someone's watching and push them to engage with content that might be relevant to them.

Lindsay Tjepkema: That's right. All right, so I'm going to play a little clip, it's a little over a minute, but I thought it was important for, Adam and I can yap all day long about all this stuff. Obviously we're pretty excited, but I wanted you to hear one of our customers, Meredith Albertson at Zylo talk about how she uses everything we just showed you, Casted Insights, to prove the value of what they're doing of those 33 plus hours that they're spending every week creating content. So here we go.

Meredith Albertson: As Lindsay mentioned, Corey's one of our co- founders. He's our chief customer officer. He has got a lot going on on any given day and I think in one of the moments he was like, " I just don't know if I have time for this anymore." And I was like, " All right, I get where you're coming from. Let me actually show you what we've been tracking." Again, we watched the listenership, how that was continuing to grow, but then really took him through the listens of the key brands. I'm like, " Hey, Corey, look at this." Took him into the, we built a slide, but I had a further date, took me into the platform and it was, " Look at how we can see these big brands are starting to engage with the podcast and they're starting to listen to episodes. Oh, and by the way, here are the brands that listen to the episodes that now have meetings with us and that are now in active deal cycles with us." I also reminded him in that moment, I was like, this is also just the picture, what Casted is able to track for us. This doesn't include the fact that I know Patrick Flanagan used a quote from your episode with Netflix to help get another customer across the line, or that our blog post on the LinkedIn episode is actually one of our top performing blog posts right now. I was able to paint that picture for him and he was like, " All right, I got it. We're good." And that was it, and that was the end of the story. So now we do a better job of evangelizing those wins, especially to the host who's putting a lot of time and commitment into it, but he hasn't ever brought it up again.

Lindsay Tjepkema: There you go. When you're getting into this takes a lot of time, what is this investment not only of money, but of time doing for us? It lets you point to a whole lot more than number of views or number of downloads.

Adam: Right. It's kind of what we were talking about earlier in the conversation around the opportunity costs. We're always balancing the time that we do have and you'll get as a marketing team, as a marketing organization, especially over the last 18 months, a lot of questions around, is this working? Is this worth our time? If the only thing that we provide you is yes, it is, we're reaching our target accounts, you have the confidence to continue creating that content that you in your soul know is working, but now it's data driven and now it's backed by actual evidence.

Lindsay Tjepkema: That's right.

Meredith Albertson: As long as you mention Corey's one of our co-founders.

Lindsay Tjepkema: I mean we could listen to it again. That's what I meant to do. Before we get into sneak peek, as I mentioned at the beginning, we're going to be showing you for the first time everybody who's here, truly this is the first time that we're going to be showing you this new feature that we added to the platform. But before we do that, I think in the essence of time, let's just take a couple of minutes of Q& A, because if we get into Q& A after what we show you, all the questions are going to be about what we're about to show you. So questions about video centric marketing and how it can and should be driven by both data and creativity. Let's see what we've got already. One of the questions that we have that we get asked all the time, Adam, is tell us a little bit more about the tracking. Do certain things need to be clicked, things like that. You can see it too. I know you can, but what do you say about Casted?

Adam: Great question. The question is about what is the data that feeds into Casted Insights? How does it work? The way that Casted Insights is built is on the IP address level. We are able to capture when the media file is served, what IP address is being served to, and then we partner with one of the world's best identity agencies to convert that IP address into brand level. This type of technology has grown immensely over the last five years, especially during the pandemic. We are able to convert a lot of personal IP addresses into brand level and firmographic information. Sometimes we're able to identify 90 plus percent of your audience. Hopefully that answers your questions. It is based on IP address. As you get further down the funnel into that contact base, we'll use things like cookies if those are available. Obviously we'll capture email addresses if they are willing to provide that. But on that middle of the funnel portion, that's IP address based. That's a great question.

Lindsay Tjepkema: Sweet. Then Devin McConnell asked about, curious about thoughts on podcast video intersection in 2024. With YouTube replacing Google Podcast in 2024, already joining the rakes of Spotify and Apple Podcast as one of the top used podcast players in the market, any thought on what this means for marketers and their podcasts and video strategy in 2024? In short, I see them becoming synonymous. A podcast now, in all of the conversations that I have had lately, almost every single time involves video. Podcast has a video. If you're making a video, why not also format it for podcasting for RSS feed? This gets even broader for what's the difference between a webinar and a virtual event. To me it's capture video and audio together. Use it intentionally and creatively as podcast content as it makes sense and as it is relevant. Use it as video content, use it to fuel multiple channels. It's that repurposing. It's thinking with the end in mind and saying, how can I reach not more content for the sake of more content, but how can I use this original conversation between people that cannot be emulated by AI that's original and it is human- centric? How can I capture that once and use it many, many times to create with more people over a long period of time so it can be as effective as possible? I think that's where the intersection is. It's not what's your podcast strategy? What's your video strategy? What's your webinar strategy? What's your event strategy? It's what's your human- driven brand strategy. How are you going to capture it? And then how are you going to ring it out across multiple channels?

Adam: I think on a more particular channel basis, talking I think about the issue with Google Podcasts just completely sun setting an entire product really speaks to the power of something you're hearing a lot right now, which is owning your audience. As we entered the market talking about podcasting, as we were building a product for podcasting in the enterprise space, one of the things that we've always pushed with our customers is to own your audience as much as possible. Drive them to a place that you own the real estate instead of renting your audience on someplace like Google, Apple, Spotify, who could at any time change the rules of the game and suddenly you've lost your subscriber ship or you've lost access to data that you had before that you were depending on to make strategic decisions. What that looks like is creating web experiences on your own domain that you can control and create wonderful experiences where audience want to engage with. I'm not saying that you will not push to Apple. Of course you will. What we talk about is having a wonderful on web experience that you can create to introduce people to your content that is equal to or better than experiences that they've got out there. Call Casted if you're looking on how to do that. But also we create integrations where we're going to distribute to all of these discovery places. YouTube is an amazing platform. Apple podcast is an amazing platform. Social is critical to your strategy, but having your content in a space that you own that's kind of that first party source is really important. Hopefully that answered your question Devin.

Lindsay Tjepkema: I'm so glad you brought up owned media because like you said, use all of the resources you have, use social media, use Apple, use Spotify, use Google. Well, we've got it. Use them. If people discover you there, awesome. But ultimately do everything you can to bring them to your own real estate every single time.

Adam: Real quick, we have a couple of real quick questions. Let's see, maybe I missed it, but how do you go from anonymous traffic to identified email listener? This is especially in the place where you own your audience, you can add email capture onto your website. For folks who don't add email capture, maybe you don't want to block the content or maybe you don't want to have an email form pop up during that experience, that's where something like Casted Insights can do that middle part. Taking your anonymous without them doing much more, really without them doing anything more, understand what brand that they work for. And then if there is the opportunity, give them a chance to provide their email address. Then last question, what are your recommendations for finding who the content resonates with when you're missing historical data and aren't seeing much current engagement clips? We are huge about repurposing your content, and this is such a wonderful question that will lead into our sneak peek. We are big believers in taking your library of content, your massive gigabytes of data video, and actually using that in your current strategy. We'll show off one way that you can do that, but think about it that way. You can get your audience to engage with this content by cutting smaller clips of it, sharing it out on social, including it into blog posts, making all of the media that you're creating every day more rich with those clips.

Lindsay Tjepkema: It's a fast way to get some of that new content or-

Adam: Then one question just popped in. I want to answer really, really quickly. How's remote work affected capturing company IP address? It's a great question. We partner with a company called Clearbit, and they have created a really powerful mesh of identity points. You'd be surprised how many data points exists out there without us providing them directly. What we're able to do is basically take that IP address and match it against a very robust database that converts to the individual or to the firmographic, I should say, level. It is highly accurate and it is quite surprising how many personal IP addresses are actually matched to a company.

Lindsay Tjepkema: All right, who's ready? Who's ready for the big reveal? I am.

Adam: Thinking back about what we just talked about, how do I get my old content to perform again or how do I even get my new content to extend its value beyond just who attended the webinar for the first time? We've built for a long time Casted has had clipping, which allows you to-

Lindsay Tjepkema: It was one of our first features.

Adam: ...to cut a piece of long form content into smaller pieces of content that you can then share on social, embed into blog posts, include in your email newsletter, send it an email to a lead if you're an STR. That process so far has been really easy because you can select the text of the transcript. You don't need video editing skills, but it still requires you to some extent to go in and find the content that you would like to clip. Well, with the advent of large language models, we've introduced our very first AI feature, which we can go ahead and click and start showing off. What I did was I put together a really quick video of how our AI recommended clips works. For any transcript that you already have in Casted or any content that you upload to Casted, you'll be able to request recommended clips. Our system will actually go in and do its best to understand your content and think about what moments in this transcript, in this content that you've provided it are going to be key to the audience. We're then going to recommend what clips that you should do. What's really cool about this is we have years of people creating clips in the Casted platform, so we've been able to fine tune a model that is able to pretty much almost exactly grab very similar moments from an episode that you would've grabbed by yourself. Especially we're training across our whole database, but for each business we have fine- tuned control for each one. What that means is you can trust the AI to get pretty close on its suggestions to you. What we're able to kind of do is hopefully save you a lot of time in finding the moments in an episode, especially if you're not familiar with the original content. There are teams that maybe I'm brand new to the team and there were a hundred webinars recorded before I even got here.

Lindsay Tjepkema: You don't even know-

Adam: You know there's gold in there. And this could be a really quick way to go visit an episode, get some recommended clips and reinvigorate that episode and bring audiences to key moments from that piece of content.

Lindsay Tjepkema: Yes, and I love it because it's content that's already in a library. You don't have to take a podcast that was published last week, get the transcript, feed the transcript to some ChatGPT and ask ChatGPT to create a thing and then give that to your audio engineer and say, " Hey, can you take it?" No. In seconds, this is literally how long it takes what you're watching here. You can get recommendations that you as a human can decide with your creative brain, which ones are going to work for what you're looking for, and then you can select them and they are going to move so fast for you. Because it's really important to me that we are using AI to enable us as humans, to serve the humans in our audience, not to replace the work that we as humans are uniquely designed to do. It's been really important to me and to Adam as we incorporate AI into the platform and as we've talked about it, how do we serve all of you and help you be more creative and you prioritize human connection and make that happen faster, more effectively and more efficiently. This is just step one in what Adam and his team have brewing, which I'm so proud of and so excited about. But yeah, recommended clips.

Adam: That's sneak peek. If you're interested, especially as a Casted customer, please reach out to your CSM and we'll get you on our beta list to be one of our first testers. If you're not currently a Casted customer, that's confusing. Maybe you should be. Definitely we'll send over some follow- ups with you. We'd love to hear more about how we can help you in your business.

Lindsay Tjepkema: That's right. And there's more coming. There's more coming.

Adam: Oh, yeah. We have a very cool roadmap full of lots of features that are designed in a very similar way to be out of your way, not ask a ton of you, allow you to tweak, allow you to still inject your creativity and your expertise, but work alongside you without asking you to know how to prompt super well. We've had this very supportive approach when we design our AI features and hopefully you guys love it.

Lindsay Tjepkema: AI supported, not AI driven, not AI, not replacing with AI but saying, Hey, you've got this library of audio and video content. We want to help you get more out of it more effectively, more efficiently. That's our goal.

Adam: We have a webinar plan where we're going to talk all about how AI can be supportive of marketers and the ways that you design AI features in an intelligent way rather than asking too much from your users or vice versa.

Lindsay Tjepkema: That's going to be in January.

Adam: Really excited to get into that more. Yes.

Lindsay Tjepkema: Going to be in January so watch for it. Make sure that you watch the space. If you're on this webinar, you'll get a link to the follow- up and the recording and you'll also be one of the first to know about that webinar when it does start being promoted. If you want to use this stuff, you got to get on our beta list, so let us know. Raise your hand, and we would love to show you more. Sarah's giving us a nudge. We've got two more minutes. Speaking of if you're interested in learning more, Sarah's put up a little poll about those of you who might be interested in learning more. Just feel free to let us know. Since we're almost at time, feel free to reach out with any questions. I can stand for a little while maybe Adam, I don't know if you can stand for minute.

Adam: Yeah, absolutely.

Lindsay Tjepkema: We'll be happy to stay on, answer questions, just throw them in the Q& A. Otherwise, thanks for being here. I hope this helps get you excited about video in 2024 and about AI coming to Casted. Thanks for being here. Enjoy the rest of your Thursday and feel free to stay on if you've got some questions.

Adam: Hey Lindsay, you think we're going to take that webinar and put it into Casted and cut it down to shorter clips?

Lindsay Tjepkema: I don't know, we just did the webinar. I don't think there's anything else to do. When you do all get the webinar after the fact, you'll get it in Casted and you'll see some clips following this out on the socials and elsewhere.

Adam: Well we didn't get any nos. That's good.

Lindsay Tjepkema: It doesn't look like we have any more questions, so I'm going to go ahead and wrap it up. All right. Thanks everybody.

Adam: Thanks everybody.