This RevCon session with Todd Clouser, Chris Van Praag, and Will Aitken unpacked insights on using video to generate revenue, overcome fears, and scale content. Here’s a detailed recap of their discussion, packed with strategies, tips, and real-world examples. Dive into our recap or watch the session on demand!
How To Start? Common Blocks for Teams Trying Video
- Many teams get hung up on how they look on camera or worry about producing something perfect. The biggest hurdle is often internal: overthinking.
- Strict brand guidelines, approvals, and multi-month content calendars in larger organizations often delay progress. A rigid approach to planning often blocks creativity and slows down getting content out there.
- When teams assume every video has to look professionally produced, they miss out on the authentic, quick videos that audiences love.
People overthink it. The key is to avoid trying to make it perfect—just get out there and do it.
How to Overcome the Video Block?
Just Start—No Need for Fancy Gear
You don’t need a huge budget or high-end cameras. Start with your phone and lean into platforms like TikTok, where less polished videos actually perform well.
Lead by Example
We should first show the teams what good video content looks like rather than pushing everyone to post videos before they’re ready. Start by having a few natural creators lead the way to set the tone and build comfort.
Build a Content Routine
One way to get past the initial fear is to experiment on platforms where audiences are more forgiving, like TikTok or YouTube Shorts. The first videos won’t be perfect, and that’s fine. Each one is a step closer to finding your style.
Quantity with a Core Message
Instead of creating content for content’s sake, Todd recommended finding a key message and repeating it often, so your audience connects with it. The balance between quality and quantity starts with having a solid message and delivering it consistently.
Episodic Content FTW
Don’t forget about the power of episodic content—a set format with a recurring theme or series. This approach adds structure, helping teams focus on delivering insights without reinventing the wheel every time. Episodes also allow your audience to engage over time, like tuning in to their favorite show.
Making Video a Team Effort
Start with What’s Already Working
Chris suggested building video content around familiar wins. For example, taking common customer pain points and translating them into helpful or even humorous videos can be highly effective.
What pain am I explaining? What’s the relatable, funny thing people can get behind? That’s what makes B2B feel human and approachable.
Build a Dream Team
Not everyone on the team has to be in front of the camera. Chris recommended leaning on those who naturally enjoy video to lead the way. These team members will help set the bar and show others how it’s done, even if they aren’t the strategy setters.
Collaborate Across Departments
Sales, marketing, and demand-gen teams all benefit from sharing video content ideas and feedback. Chris mentioned that the sales team often uses video content directly in outreach, making it a valuable resource beyond just the marketing funnel.
Know Your Goals Before You Hit Record
Instead of creating videos without a plan, start with clear objectives—whether it’s driving awareness, retaining customers, or showcasing a product. Once you know the goal, the content becomes easier to shape, and it’s simpler to track its impact.
Your leadership team won’t be asking for the ROI—they’ll be coming to you with problems, asking how content can fix them.
Episodic Content for Easy Alignment
Will pointed out that episodic content, where each episode follows a familiar structure, works well for both internal alignment and external engagement. By defining a repeatable theme or concept, you can create a scalable model that teams across the company can buy into and share consistently.
Take one idea and just cut it up nine different ways, so you keep talking about the same thing over and over.
Measuring Success Without Obsessing Over Algorithms
Engagement is More Than Likes
Rather than chasing likes, views, and comments alone, Chris and Will advised tracking conversions, clicks to the website, and how often the content is shared. They emphasized experimenting with different formats and adjusting based on feedback.
Let the Algorithm Follow You
While it’s tempting to try and “game” the algorithm, Will warned that this approach often backfires. Instead, focus on the quality of the content itself. The panel’s advice was to let good content naturally find its audience.
Track Over Time, Not Right Away
When you’re just getting started, tracking every video’s engagement isn’t the best approach. Todd recommended allowing for a ramp-up period. As videos gain traction, you’ll start seeing patterns and insights that can guide future content.
Key Takeaways
- Start Simple and Authentic: Use your phone, keep it real, and don’t worry about looking perfect.
- Focus on Consistency: Find a core message and repeat it in unique ways.
- Engage Motivated Team Members: Lean on those who enjoy video naturally—they’ll help others feel comfortable too.
- Build with Goals and Structure: Define the purpose of each video and consider episodic formats for easier alignment and scalability.
- Measure Smartly: Track meaningful engagement and conversions over time rather than getting caught up in algorithm metrics.
Start small, keep it genuine, and over time, you’ll see the impact grow! And make sure to join our upcoming webinars on sales, marketing and RevOps!