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How Marketing Agencies Scale Video Production For Clients

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By Mike Allton

Statistics show that 55% of people watch videos online every day, and social media videos generate up to 1200% more shares than text and images combined. These numbers should tell you everything you need to know about video content marketing and how important it is to scale video production.

And yet, many business owners still aren’t convinced.

And even those who are convinced lack the skills and resources they need to create video content consistently. Because the truth is, to be successful with video content marketing, businesses need to create, edit, repurpose, and distribute those videos again and again.

This means there’s tremendous opportunity here for you and your marketing agency.

That’s what we’re covering in today’s episode of Agency Accelerated.

We are live every other Wednesday at 2:00 pm ET / 11:00 am PT on Facebook, Twitter, YouTube, and LinkedIn. Make sure to subscribe to the calendar on the Agorapulse website so you don’t miss any episodes.

For host Stephanie Liu, it was at least 10… a couple Agency Accelerated live shows, six video snippets from those shows, plus a couple of other short videos.

That is one perfect example of why we run Agency Accelerated as a live video first. We’ll have a 30–60 minute video interview that we can then repurpose into many, many short videos that we sprinkle all over the internet like digital confetti.

But to accomplish that, you need a strategy and tools and processes in place, which is why we’re thrilled to have an expert in video marketing on the show with us today.

Kate Skavish is a serial entrepreneur and has a decade of experience in digital marketing and in inbound sales. She used to wear many hats and knows from personal experience the struggle of building a company from the ground up.

Kate is a co-founder and Head of Marketing at is a world-class online platform for agencies and social media managers that helps scale video production, repurposing, and editing to increase ROI and stand out on social media. Holding a Master’s degree in Applied Math allows Kate to say that numbers and KPIs, in particular, are a girl’s best friend.

The main idea behind why videos are effective on social media is that we love to watch videos as humans. 80% of people will choose a video over a blog, article, or another type of written content.

Additionally, social media platforms know what people like, and they want to promote content that users want to see. And what keeps people on a platform longer? Video.

For that reason, social media platforms are pushing videos more. So, we naturally like videos more, and then social media platforms elevate videos higher. This is why video content works better.

Although 80% of people prefer videos, articles, and written content is still important because that is what Google likes. But, if your article is not ranking as high as you’d like it to in Google’s search results, try adding a video. If Google sees long-form content and a video, they’ll rank it higher.

Your agency can also use if your clients already have video content. The app’s artificial intelligence can help them create new content.

Plug in the blog URL and Wave. video’s AI will help you choose from 200 million video clips, images, and audio based on keywords from the article, to create new content you can share across the internet.

Success is subjective and can change over time. If you are just starting out, you need to create content consistently for success.

Determining the key elements to a successful social media video may differ from one person to another, depending on where you’re at with your business. As you continue to grow your agency, gain new clients and offer new services, you may want to create videos to sell or gain brand awareness.

For example, think about brands such as Gap or Sephora, who don’t necessarily need brand awareness. Customers already know who they are. So, they have daily shows that highlight new products and measure the spikes in engagement in the video created to sell a particular product.

If your clients sell products, start thinking of ways you can use and incorporate live video into their content strategy. Additionally, think about how your agency can promote the video. Just creating the content is not enough.

Determining how many people will see your product and buy it as a result of the video depends on how you promote it. Promotional videos recorded after a live show are key to your video strategy.

Video content captures attention, has high engagement, and is a skill set that will always be in demand. Offering video content strategy and production is a fantastic service for your agency.

The first step to creating video content is understanding your audience and clients.

For example, if you are a boutique agency and you work with account managers, you can create tailored content they want to see. But, you still need to show them your strategy first.

Typically clients sign with successful agencies for six months to a year and offer video as part of the content mix. To see results, you need to promote video content and any other content. You also need to sit down and create a strategy for each client to determine what will work for them.

First, with video promotion, even if you have a live event on YouTube, you still need to promote it on other social media channels. Then, push your audience to the main page, website, or wherever the sale will happen.

There are many ways agencies can organize this work for their clients. Kate notes that successful agencies have evergreen usable elements or templates. The agency creates a template for a specific brand or industry—some agencies even create 100–300 videos out of one template.

Agencies who use templates can create videos on a scale because they can quickly repurpose past content. They can also determine what videos optimize better for each platform.

Some agencies categorize their content by months. Others create branded templates and repurpose videos out of the templates repeatedly. Not only does this save time, but your clients will love having branded videos.

Not only can your agency create templates for one client, but you can also create one template to use for different businesses.

The image above shows a template that works for every business within a niche. For example, if you work with different pet stores around the country, you can use the same templates for each client because they don’t compete with each other.

You can also organize your video content by the campaign. If your client does a lot of live shows, you can create a live show template and change the details (images, colors, copy, etc.) for each video.

Another way your agency can maximize your time and efforts when creating video templates is by hiring a virtual assistant. You, the designer, can make the templates for your clients. Then, your virtual assistant can update the templates for each live show or campaign as needed.

Your video content strategy needs to include optimizing the process of creating video. What kind of content are you making for each client? Here is an example of how you can break down the content mix:

Not only does categorize templates based on your needs, but they also offer live streaming, specifically designed for small brands who want more brand advertisements.

The live stream can be as branded as you like with different elements. You can create a show flow ahead of time and easily switch from one slide to another during the presentation.

In, each agency can create up to 50 brands through their subscription. It’s simple to upload logos, forms, colors, and more for new brands. Once in the app, you can easily switch between brands and reuse your templates.

The best process for onboarding and collaborating with clients for video production is to interview the clients, determine your strategy, and set expectations. Posting three videos and getting a million views is unrealistic and won’t happen right away.

Always explain to your clients that they need to create content consistently for an extended period to see results. And throughout the journey, you’ll need to measure analytics and tweak certain elements to get them where they want to be.

As you determine strategy, ask what content mix they want to produce and how they want to distribute it. You also need to discuss timelines. Make sure your client has allowed you enough time to work on their account to see results.

Then, you can move on to the visual appearance and video elements. After you’ve created a template and your client approves it, you can decide how many templates and videos to create. The final step is to brand every type of video and create more content.

Although you can publish video content directly into, many agencies choose to create their videos, tweak them for each individual platform, and then distribute the video content through software like Agorapulse.

Agorapulse gives you feedback on where and when to post, based on your audience. This feature can help you optimize your client’s video content for distribution and high engagement. offers many features that help agencies create, edit, and repurpose video content. Some of these features include:

As an agency, you can create templates and produce videos, but you also need distribution strategies to succeed.

First, focus and customize videos for each platform. The content people see in their feed needs to fit the platform. For example, you can’t post the same video on YouTube and TikTok and expect the same results. Work with one platform and then change the content slightly for another.

Another recommendation is for your clients who sell products. Instead of having your client show their product to their audience, leverage influencers into your distribution strategy. It creates an additional layer of trust and social proof. It also allows you to get more creative and reach a wider audience.

To learn more about and how you can use their platform in your marketing agency to scale video production, visit their website or join their community Facebook group. You can also connect with Kate and ask her questions via LinkedIn.

Remember to subscribe to our calendar to get notified before each episode of Agency Accelerated, live every other Wednesday for the rest of 2021 at 2:00 pm ET / 11:00 am PT on Facebook, Twitter, YouTube, and LinkedIn.

If you’re looking for another way to increase and diversify your agency’s revenue streams, Agorapulse has a free webinar to help you do exactly that. Head over to to sign up for How To Add Agency Revenue By Adding Social Media Services. Get ready to learn and start driving more revenue from social media services.

Expand to read the full transcript or find a section by timestamp.

[00:00:00] Stephanie Liu: Statistics show that 55% of people watch videos online every day and social media videos generate up to 1200% more shares than text and images combined. These numbers should tell you everything you need to know about video content marketing, and yet many business owners still aren’t convinced. And even those who are convinced, lack the skills and resources they need to create video content consistently.

Because the truth is to be successful with video content marketing businesses need to create, edit, repurpose and distribute those videos again and again, which means there’s tremendous opportunity here for you and your marketing agency. That’s what we’re going to cover in today’s episode of agency XL.

Welcome back to agency accelerated where we explore ways to grow and scale your agency with some of the most trusted brands and experts in the industry. I’m Stephanie Lou, and we’re live every other Wednesday at 2:00 PM. Eastern time. 11:00 AM. Pacific time on Facebook, Twitter, YouTube. LinkedIn, make sure you head on over to a Gora post-doc helm afford slash calendar and subscribe.

So you don’t miss any episodes and stay until the very end, because you’ll get a chance to get your hands on an easy way to add more revenue to your marketing agency. All right. Shout out to the crew that is here. Just definitely want to go ahead and let me know where you’re tuning in from. I’m here in beautiful sunny, Sandy Django.

And we’re going to have an amazing show today because we’re talking about video. And, you know, I love video. So question for you and the crew is let me know where you’re tuning in from. And not only that though, but here’s a question for you. How many videos did you create for yourself or for your clients within the last month?

Give me a number in the comments. How many videos did you create for yourself or for your clients within the last four months? I’ll be honest. I think for me it was probably at least. A couple of agency accelerated livestreams, six video snippets from the show, plus a couple of other short form. And that honestly, friends, that’s just one perfect example of why we run this show as a live stream first.

So that way we have 30 to 30 by like 30 to 60 minutes of video interview content that we could then repurpose into, you know, shorter videos that we could just sprinkle all over the internet. Or as I like to say, digital confetti, but to accomplish all that, you need a strategy and tools and processes in place, which is.

I’m excited to have an expert in video marketing on the show with us. So Katie’s Scottish is a serial entrepreneur and has a decade of experience in digital marketing and inbound sales. She used to wear many hats and knows from personal experience. The struggle of building a company from the ground up Kate is the co-founder and head of marketing at waved up video, a world class online platform for agencies and social media managers that helps to scale video production, repurposed.

And editing to increase ROI and stand out on social media, holding a master’s degree in applied math allows Kate to say that numbers and KPI. Are a girl’s best friend. So, Hey Kate, and welcome to the show. How are you doing?

[00:03:57] Kate Skavish: Hi guys. Thank you for the very warm in production. I’m glad to see you here. And agency accelerated.

I love this show. I love Agoda balls and I liked Stephanie very much.

[00:04:12] Stephanie Liu: Well, we like you too, and we’re really excited to have you here. Cause like I said, video marketing is one of those things that. Sometimes it feels like it’s hard to do, but when you have something like waved up video, it makes the process so seamless and easy to do.

I remember the first time that I was very, when I was first introduced to the platform, I was like, wait a second. I can get, you know, stock video already pulled in. I would just type in a keyword and boom. It was like great there. And then you also have like, these. I mean, I’m, I’m just going to say these super sexy video templates, right?

You’re like, Hey, I like that. And then I can make simple changes and then it was like done and done. You made my life as a social media strategist so much easier. And I would say that with, your customers as well, they got to love everything that you’re always paying.

[00:05:03] Kate Skavish: Thank you. It was a great testimonial.

Yeah. We have, uh, thousands of agencies using us and I need to say agencies, my favorite clients. They stay with us for years and they really, really built. On, um, you know, the process and take most out of it. And there are different ways how agency use video and our platform and how they use videos in their content strategy and overall strategy.

Of course, it’s all depends on what kind of agency it is, but I will show you quite a few ways and you can think about how you can use. And you’re exciting. Well, good, good,

[00:05:44] Stephanie Liu: good. Well, let’s, let’s go ahead and kick off. And first let’s talk about why are videos so effective on social media?

[00:05:53] Kate Skavish: Great question.

And that question can be answered on many levels. Um, main idea is that as humans. Uh, we are humans and they love to watch videos. 80% of people they’ll choose video over a blog, post article or any type of written content. So it’s our choice. We choose video. I have a slide actually. Um, if you can share a screen then yeah.

This slide and that’s one of the reasons banned. Um, the other reasons maybe, um, also important, but less obvious, uh, social media platforms, social media platforms. They know what people like, and they want to. Promote stuff that people like, because they want people like content on their platform and stay on the platform longer is they like video.

They will push video up. And that’s what happens. People naturally like videos more and then social platforms, elevate videos higher. So that’s why we just work so much better. Again. Think about your investments, 80%. The, which we do 20% voted articles, articles still very important because Google loves them.

And that’s how they show your content by reading the keyboards. But again, even your article has on it. Google show it higher. For example, I know some agencies who are on a hundred something page when you search for them, but on certain topics, Snippets of their video. They’ll go above number one, search article.

And that’s how they get a lot of stream. A lot of customers who visit their blog and that’s super effective. So not only you can use videos on social, you also can use snippets of video and, uh, your book posts or other website materials. Take advantage of videos, everything you can do in that video.

[00:08:15] Stephanie Liu: Oh yeah, absolutely.

You actually just gave like a really like ninja trick as far as, you know, if your blog article isn’t necessarily ranking in the Google searches or search results, sometimes you actually have the leverage when you put the video. On there, especially on YouTube and knowing the fact that like, Hey, maybe not a lot of people are comfortable being on camera or just, you know, using B roll and explain you that in a video that says, Hey, top 10 tips that summarizes your blog article and like, boom, all of a sudden you’re above the fold.

So that’s always helpful. Good, good, good.

[00:08:50] Kate Skavish: It sounds. And that agency also can sell to their clients. If they have already videos, they can just go to our platform. Artificial intelligence and great video out of this, uh, look post pictures from this, um, article, or maybe they can use something from our 200 million, uh, video clips and our draw and photos library.

And, um, they can exchange, but AI will create a video for them, which they can put on YouTube. And that video will go they’ll show when, you know, when somebody searched for keyboards in that.

[00:09:28] Stephanie Liu: That’s brilliant. I love how artificial intelligence, AI just keeps coming back to the show. So, I mean, all agency accelerated folks.

I mean, if that’s something that’s not on your radar, like, please, please, please, please go back and listen to that episode that we did with Ann Chang to talk about just the evolution of artificial intelligence, because it’s already here. I mean, he just mentioned that they use it over at waved up videos of that.

Always exciting. Just the fact that you could plug in the link to your blog article or even a white paper. And knowing that the AI will say, Hey, I saw that you mentioned this specific keyword, here is a video that can coincide with that and support it. So that makes it really easy. Alright. Awesome. So, can you, here’s the question for you, you know, what are the key elements to a successful social media video?

And what does success mean in that specific context?

[00:10:23] Kate Skavish: Well, that’s not an easy question because success is always. Some, some people set for themselves or organizations set for themselves and it moves, um, in time, if you’re just starting on social success for you, you’ll be creating content consistently.

Right. But then in a year or half a year, and same for your clients, there might be different goals. You want to use your video to sell, or you might want to use your video for. Linda’s generation purposes or brand generation brand awareness. That really depends on where you are in your journey, um, on social media.

And if you think about brands who doesn’t need Brenda, Like gap or a Sephora, they have daily shows, whereas the show new products, and then they measures the spikes that video show created in the cell of this particular product. So if you, your clients sell some products, think about using live video and in it.

And when you use live video, think about promoting it because just creating content is 20%. Work and 80% is distribution. So how many guests will become into your show or how many people will see your product and buy as a result, right? It all depends on your promotion and promotion, the promotional videos.

And we just. Recorded content after life shows. That’s key. It’s very important. And it should be a part of video strategy for you or your clients, which is very convenient, right? Use enough gland, for example, in the cell phone products online, and then you need to promote show before or event or, uh, promote, uh, the results of it.

[00:12:25] Stephanie Liu: There’s always work in video. There’s all the different things that you can do. I mean, especially from live streaming, right. You know, you have the promotional videos, then you actually have the production in and of itself. And the repurposing, all of that. Yeah, all that is it’s exciting.

And it’s one of those things where I tell people, you know, when you get started in video, it’s one of those skillsets that will always be in demand, just because of the fact that it captures so much attention, so much engagement. And I love even how you mentioned how live streaming and live shopping, you know, it should all be incorporated in your overarching video content strategy.

So then having said that, K, what kinds of videos can a business typically put out there and how can an agency develop a steady stream of source codes?

[00:13:13] Kate Skavish: Very good question, Stephanie. So, uh, there are, of course all sorts of, um, videos that you can create and you need to understand your audience and what kind of clients you’ve got.

Um, if you boutique agency and you work with like clients and you have account managers and you can tailor content for this particular clients. Client you have. That’s great, but still you need to show them strategy first because successful clients, successful agencies, they sign their clients for six months for a year and they offer them.

Videos as a part of constant mix and to see the results, you also get promoted, video content and any other content you have. Uh, if you sell online, you need to promote your librarians. So there is a lot of work and you need to sit down and figure out how the work for your agency. Actually, if we share a screen, I have an examples.

Um, first of all, video promotion, if you have live with. Let’s say on YouTube or on other platform, you still need promoted all over social channels and push everyone to this main page or website or whatever where the sales happen. And then you need to do it for your clients if you have many, right. And there are different ways how agencies organized work in this class.

So, again, this is about a repair person model. So what we pitch to our clients and what I see successful agencies, do they have evergreen usable elements, which means templates. So they create template either for specific brand or for a specific industry. I’ve seen some accounts where, uh, out of one simple.

Hundreds video hundreds, like 300 videos created. For example, I know some people who are their niche is like pet industry or pizza. And yeah, and think about it when there are 300 of those. Let me show, I actually have a slide. So let me, um, go ahead. And that’s what I hear. I’m talking about, like, um, repurpose and videos and, uh, place in video, um, optimized for each platform because video should work better than the optimized.

Right. But then I want to show something that. And you can do it in our product, what actual agencies, uh, done. So first of all, some of them have, um, content or clients, uh, categorized by, um, months. Uh, some of them, uh, create brand template. And then clearly just out of that template repeatedly that, um, saves a lot of time because they know that our clients love that sort of video and that sort of branding.

So. Um, just, um, verify it once and then go visit style later on without extra communication. It saves a lot of time and money, uh, for agencies and maximize return on investment. Uh, here’s another example of the same idea. Here’s different approach, a lot of similar businesses, different locations. They don’t compete with each other because they’re in different states.

Um, agency just create this template, which works for every business of that niche, right. Uh, pet store, uh, for example, and boom, once a month, they create new template. Uh, or like tempting plates. And, um, I would have this template 300 videos, so very efficient. They can charge less and still have a lot of return, a lot of margin left after they do it because they just have so many clients in this niche, this agency well known for this, that particular niche and more clients go there.

So it’s like a circle, you know, it works, they will known and it brings. Um, results. Hmm. Sometimes you need to organize, but by campaign your content by campaign, and here’s a few shirts it’s from our life show. So everything related to this live show goes into one folder that right in plates, and we just change colors, uh, for this.

And, uh, that’s super easy, right? We don’t have to think about concept of this video is just very technical. Uh, we can usually our designer create a template and then everyone on the team can do it. Can change this template, uh, place another picture and it’s super efficient. Same. And we learn it from our agencies actually, how they do it.

Right? So agencies creates this process where first somebody from my team creating plates for this client approve it. And then it’s virtual assistant cook who can create next videos because everything is said and CLA clients. So this idea of optimizing the process of creating video is very important and.

I’ve seen agencies as successful when they really know how to, you know, nail this process and how it will set regionally, uh, expectations of the clients. Right? So, um, if they create video content, what kind of content, what kind of content mix it will be? For example, 20% will be entertainment. Industry specific 40% will be promotional, some seasonal stuff.

Um, Maybe some direct sales or some ideas. So there is always Meeks and the protons of that type of another type, uh, can be discussed with clients. What we have, uh, on baby video, we have, uh, I dunno if, if you can see my screen because it’s an indifferent. Okay, you can’t, uh, we have in place on our website and templates are categorized.

And sometimes like if you click on apps and promo section, everything that could be in your content mix and everything that you can offer to your clients is there because we talk to so many agencies. Interview them. We ask what kind of contents they offer and they explained us everything. Now we know.

Yeah. And, uh, easily, uh, can guide our clients. So here we are. Oh, well, yeah. And other thing, uh, I don’t know if I should mention it now or maybe we should go to the next question, but yeah, that’s another option that we’ve done. Video will provide. We have a streaming platform, which, uh, designed for small brands.

Who want more brand advertisement with the livestream and this livestream could be branded very heavily or not heavily as you want, and every element of branding. So let me show how it could look like, uh, you can, um, have a show floor plan ahead of time and you just switch from one, uh, Slide to another one presentation to another.

Uh, we just had this earlier today with our designer and I took a few screenshots and she took screenshots and now we have, um, Now I show them. So here, uh, she shows like, um, seasonal overlays for livestreaming, and I think there’s a, um, cool. And I can’t wait to use more of them. And another thing which helps our, I don’t think it’s on my.

Presentation, so we can stop sharing the screen. Um, the other thing, which is super helpful and we created, uh, because of the engines, the demand is Brendan. Each agency can create up to 50 brands with their subscription. And, um, yeah. When, when your edits in place, you just switch between. And in new brands, you have like their logo related photos.

So you upload forms, colors, they usable, uh, type of, um, Brenda Brent pieces in the system. And then you just reuse them in it’s super efficient and fast. So once you sit as a brand and your manager will say like, it’s okay, client approved, you can go and really streamline video production.

[00:22:17] Stephanie Liu: Yeah. You could hit the ground running.

So, so for those of you that are just tuning in, we’re talking about how marketing agencies can help their clients with video content at scale. Well, what I want to like backtrack just a little bit, because she just dropped a bomb. And I don’t know if you guys actually caught this, but like waved off video is going to be launching a new live streaming capability.

Which for me, I was like, oh my God, put me on a screen. That’s crazy because you know, I’ve, I’ve tested and I’ve played around with various live streaming studios and platforms that are web based and to see like, hello wave video has entered the arena. That’s, that’s pretty exciting just to see that because.

The question that I had asked you is like, Hey, how can agencies, you know, incorporate video content production into their whole wheelhouse to generate more profits. And you had talked a lot about like the different templates using the agency version, where you could just turn out different videos. For clients in different cities, states, and all those different things.

Even the one that you were sharing about the pet industry, I was like, oh wow. That is that’s super freaking clever. And then you, and then you were just like, oh yeah, PS, by the way, there’s a latch to meet things. I mean, you guys, this is pretty exciting as far as what we thought video has in store. I’m really curious to see how that looks on the back end.

But first a quick story about how one growing company has scaled their social media overall. So let’s go ahead and check this out real quick.

[00:23:51] Kate Skavish: Fracture is a company out of Gainesville, Florida founded on the belief that the printed image has a lot of power. We wanted to make it as absolutely simple as possible for people to take photos.

From being buried in their camera, roll on their phones to being something they can celebrate on the walls. Originally, we essentially were doing a lot of manual social media management. Um, and then as the company grew, we started to try different platforms for social media management and marketing. Most of the ones that we used, we were somewhat satisfied with, but never found something that really addressed everything that we.

We use the Gorbals for our social media marketing. It’s really fantastic because it allows us to connect to the marketing side of what we do with our customer support. We now use the Gorbals to easily assign a support request. As soon as it comes in Agorapulse has really allowed our company to expand and upgrade our social media management abilities.

I think that, uh, smart marketers nowadays are constantly on. Um, for new companies like , who are able to deliver the same kind of results and I’ll be in a way that ends up.

[00:25:15] Stephanie Liu: Now, if you’d like to learn more about how Agorapulse helps thousands of agencies grow and scale their business, head over to bit leap forward slash ad agency revenue for a free webinar. Now, having said that let’s get back to learning how to scale video production and content for social, because we all know that it’s here to stay. And if you don’t already have someone on your team, Focused on creating a video for social media.

That’s definitely something that you want to pay attention to. So Kate, when we talk about producing videos for clients, in your experience with your clientele, the customers that are logging into, what kind of processes work best for marketing agencies to onboard and collaborate with clients?

[00:26:04] Kate Skavish: Well, the best process of course, to interview the clients and set strategy. First sets the expectations first, because if a client came to you and they want to post three videos and get a million views. Just not going to happen. Right. And you need to explain, and you need to have this explanation regime.

When they come to gym three times a year, they don’t expect to be athletic. Right. And they don’t expect tools. V3. That’s normal. Maybe if they do expect that they need to change their expectations. And that’s what the conversation is about. They need to understand that they need to do something consistently for a long period of time to start seeing.

And they’re using it to measure stuff and tweak it a little bit, but what, you can start with them to set up the strategy, what kind of content content mix they will be getting, uh, what would be your help in creation content in the distribution of content? Because the most work goes into distribution, right?

And, uh, then you need to talk about timepiece. And make sure that clients allowed enough time for you to work with his account, to see the results. Right. So that’s given and then important part is to kind of have everybody agree on video elements, strategy. The visual part of it, as soon as the client approves template, you grade, right?

You can do one or three templates or depends, uh, how many templates you agreed, what kind of videos you want. And then you can just go and brand and different type of videos that you agree on and create more content out of it. So every sense should be set head of time, especially expectations, right?

Expectation. Strategy and then implementation and approval of, um, visual patterns. I

[00:28:05] Stephanie Liu: agree. Yeah. Having a strategy in place, as far as how often we’re going to create content, what type of content we’re going to create, knowing which platforms it’s going to live on as well as setting expectations. And not only that though, but turnaround time.

Right? Because once you develop a video and you get feedback, you definitely want to incorporate the feedback. Edit as needed. And once you have it all templatize and from there, it’s really just the distribution piece of it. And remind me with Um, you could publish directly into the platform, right to the,

[00:28:40] Kate Skavish: but that’s not what most of our clients do.

They create one type of video, then they, um, slightly tweak them for each platform specifically. And then distribute through software. Like I go to pals, which you just mentioned, our team uses it. And trust me, we use a bunch of other, uh, software. We have different, um, account managers and social media managers come into our, uh, team and they can visit different background, but in that fusion, But they have a choice, right?

They’ve chosen, I’ve got a pals because that’s what you want to do. You want to, um, post, um, all the content in the optimized timing to know when, um, clients. Is on, I don’t know, Facebook, Instagram, YouTube, whatever, where you post and do it exactly at that time. And Agorapulse also gives you this feedback where you want to post it and you listen to this feedback and you optimize it.

So it’s like a work in progress and you need some time to load.

[00:29:53] Stephanie Liu: Absolutely. So let’s, let’s go back to Cause what are some other features that we’ve up video has to help agencies create, edit and repurpose their video content?

[00:30:07] Kate Skavish: Um, well, as I mentioned, we have, uh, AI, we have, uh, one of the best, I believe, of course, best, uh, video. And we make it super easy for agencies or any marketers create and brand videos in, in the product.

Um, Of course, uh, most of the videos have call to action in the end where you can place your logo or any graphics you like, um, on your video. But then, uh, think about strategy that you just, we just talked about discussing strategy because the clients, for instance, your client has actual products that they want to sell.

Right? The best way, of course, always to sell life because. People like this unfiltered content, you’re looking at my presentation life, you know, everything that I said, it’s just, um, you know, you receive it on the same, but I can ask you questions, what you like, what you would like to learn more about. And there is some, um, conversation going on when you show your product life, um, when cannot be happen in any other place.

And, uh, there was a pandemic it’s like, clearly. As close as it gets through your life. When you come online and show your product online, and if your agency who helped your client to sell real products, then you have to teach this life strategy and you have to teach a promotion of life events as well, because that’s super important.

And sometimes you need to pitch the whole strategy, that idea, or. Promotion before the radiant event itself, then report person and placing materials all around, uh, all social media platform that clients can find off, uh, can think of. And Glens of Glen’s can be because you cannot, uh, tell your audience where to be, right.

They are where they are. You just can come to their, you know, present place and offer themselves.

[00:32:18] Stephanie Liu: That’s true. That’s right now agency accelerated friends. We’re getting close to wrapping things up with Kate. So if you’ve got questions, now’s the time Kate, I’ve got one more question of my own. I think you’re definitely gonna blow my mind about this and give me some good things to think about.

But first I want to give a quick shout out to the crew. We’ve got Chad Peterson in the comments. Thank you so much for tuning in friend and congratulations on the new show. So wonderful to have you here and shout out to the crew that has said that, you know, when it comes to creating their content, it’s super duper helpful.

In fact, I’m trying to find that one. Chad is saying your guests can bring in their branded pieces from their own way of account too. So it makes it a lot easier. As far as integrating your content. We have a couple of your viewers as well that says that they love Yeah. I remember the, I think it was like social media microbiome maybe two years ago or so time has passed by, but I mean, you had this wonderful booth as far as like showing how social media marketers can really just take advantage of wave dot.

So having said that, Kate, uh, what are your recommend, what are your recommended distribution strategies or tools or channels for marketing agencies to scale video production? Because if we’re creating all these templates and we’re producing these videos, what are some of your distribution strategies and tips that we could go ahead and, you know, jot down in our agency notebook.

[00:33:53] Kate Skavish: Oh, well, it’s all the same. Try to focus and a customized video for each platform. So the type of content people see in their feed fits to their platform. You cannot, uh, pose the same stuff you put on Tik TOK. You can put it on, uh, YouTube and expect the same results, right? It’s just not gonna work. You need to remember about that.

So this specific and, uh, mm. The specific to a platform and then you distribute the content. So this is pure person idea and changing content slightly. So it will, you’ll be working better on particular platform is important. Again, if you show some products, uh, or your clients show some products, maybe it’s the best.

If somebody else not, the company itself shows us product, that sort of stuff always work better because it creates additional trust. Month, like somebody from the company and get paid to say

[00:34:51] Stephanie Liu: this well, like an influencer. Yeah. I think leveraging influencers or at least incorporating influencers into your distribution strategy is absolutely ideal because more often than not, when we’re looking at our own analytics, we know what works on our channels and when we’re able to provide assets and let our own influencers get creative.

You know, they, it gives us an opportunity to reach a wider audience because you never know, like sometimes as marketers, we think like, oh, you know, th the, the standard platforms, Facebook, Instagram, LinkedIn, Twitter, and YouTube. And then I’ll talk to like one of my good friends, Shelly saves the day and she’d be like YouTube shorts.

Like, I didn’t even think about that. Or I’ll have like my good friend Kayla over at e-comm or he’s talking about Tik TOK ads. I was like, oh, now that’s interesting. I’m fine. Fine. We’ll keep, this has been an extremely educational and fun interview. Thank you so much. And like the fact that you slipped in the live streaming stuff do cracks me up because I’m like, wait a second.

That is that’s exciting. So Kate, can you tell our folks where it’s the best place to find you and to learn more about using Wave to scale video production?

[00:36:07] Kate Skavish: Uh, of course online with wave dot video, that’s the website. They also have a very active and great Facebook community community, um, with a video community, very simple to remember, and a welcome there.

Uh, joins this group. It’s free to join. Uh, you can find me on LinkedIn. I think it’s the best way to contact me. I check it often. And again, you can find me in the community. I often speak there and I answer some questions and yeah.

[00:36:40] Stephanie Liu: I love it. Your LinkedIn is probably like one of my favorite platforms as well, because I know that when people reach out to me on LinkedIn it’s business related, I mean more often than not it’s business related, I don’t really get spammy messages.

So I love that. That’s the best place to reach you as well. All right, friend, that’s all that we have today, but don’t worry. We have even more incredible shows. After the holidays. In our next episode, we’ll be talking to the agency, coach Chris Rudolph. Who’s going to teach us how to accelerate the growth of our agencies.

In fact, Chris, we’ll kick off season three, OMG, season three, and we’ll be joined by Patty Miguel from UNR. You guys absolutely know that. I love Patty Miguel and Rory Sutherland from. Kevin Lau from Adobe. We also have David Fisher and our very own Teresa Anderson head of agency business at a Gora pulse.

So if you haven’t done so already, remember to subscribe to the calendar at, if you want to be sure to catch our live episodes. And if you enjoy. Listening. Just as much as I do remember that agency accelerated is available on your favorite podcast channel. So subscribe, leave a review, let us know what you think.

And if there’s anyone else that you’d like to have on the show in our lineup, go ahead and read. Last, but not least take advantage of our free webinar on how to add agency revenue by adding social media services, head on over to bit Lee Ford slash ad agency revenue, and I’ll see you and your agency accelerating into the next show.

A Powerful Solution For Social Media Management

Hello Friends.

In Today’s Blog, I would like to introduce an awesome Social Media Platform that is truly amazing!

If you ever used Hootsuite then you definitely want to checkout Sprout Social!

When using Sprout Social, you can manage all of your social media profiles from a single, intuitive platform.

Schedule engaging content, analyze social data and engage with customers from an all-in-one solution.

🥇And, It’s Trusted by 30,000 world-class brands and organizations of all sizes.

Let’s go over some of the great features and capabilities.

The Product:

• Engagement

• Publishing and Scheduling

• Analytics

• Listening

• Employee Advocacy

The Platform:

•Social Analytics

•Social Engagement

•Social Publishing

•Social Listening

•Social Automation

•Social Collaboration


•Facebook Management

•Twitter Management

•Instagram Management

•LinkedIn Management

•Pinterest Management

• Plus many more Integrations

In my humble opinion, I think it would be foolish not to take a serious look.

They also offer three pricing plans that will fit any budget.

Try Sprout Social for free with a 30-day trial

Feel free to comment and let me know how you like using their social media platform.

I know you are going to love it!

Today’s Entrepreneur Quote

Instagram Chatbot: The What, Why, and How


At F8 Refresh on June 2nd, Facebook has launched Messenger API for Instagram, giving businesses new tools like an Instagram chatbot to manage their customer communications on Instagram at scale. This update will help brands create more meaningful conversations, increase customer satisfaction, boost customer experience and grow sales. 

“Customers value responsiveness when they have questions or need help from businesses. For the first time on Instagram, we’re introducing new features that will allow businesses to respond immediately to common inquiries using automation while ensuring people are seamlessly connected to live support for more complex inquiries.” Facebook Announcement

Instagram chatbots is still a novel topic that hasn’t been covered much yet. We decided to collect and present everything that we already know about Instagram chatbots in this little guide. 

So let’s jump into the topic of Instagram chatbots. 

What is an Instagram chatbot? 

An Instagram chatbot is software that provides automated replies on Instagram. Chatbots simulate human conversation by providing a pre-defined answer to users’ questions/requests. 

Your browser does not support the video tag.

What is the current market and state of Instagram chatbots? 

Instagram is one of the most popular social media platforms today -there are 1.386 billion Instagram users worldwide. 17.54% of the world’s 7.9 billion population uses Instagram monthly. Actually, Instagram’s monthly user base is the same as the total population of Europe and North America combined! (Backlinko)

Since 2010, when Instagram was created, it has been a place where people shared their personal lives, communicated with their friends, and spent time browsing content. But for the last few years, Instagram has been evolving and changing, and now it has become one of the most popular engagement, promotional, and shopping channels for business. Just check out Instagram for Business statistics below, and you’ll see what huge potential this platform has for brands. 

Instagram business stats

Who can create an Instagram chatbot?

Only the following Instagram Business Accounts can launch an Instagram chatbot: 

– All Business accounts

– Creator accounts via a phased roll-out, beginning with accounts with less than 500k followers

 Personal accounts can’t create automated messaging experiences.

What can you do with an Instagram chatbot?

If you have Instagram for Business or have a lot of followers you are probably overloaded with messages, interactions, and mentions. These interactions usually spike even more during high-demand sessions like Black Fridays, holidays sales, when you launch new promotions or campaigns. It’s can be very challenging to keep track of every single mention, comment, and message. So the following features of Instagram chatbots can be very useful: 

1. Story mentions replies 

One of the many cool new features of Instagram chatbots that you can use is to create automated replies to your brand’s story mentions. 

So let’s say someone posted a Story and tagged @your_company. Now, you can send an automated direct message like: “Hey @user_name, thanks for mentioning us in your Story! Do you need any assistance?” Or you can do some cool marketing tricks to increase brand loyalty by offering a discount for a story mention of your brand, saying, “Thanks for the mention @user_name! We want to offer you a 10% discount on our products! Use code INSTADISCOUNT10 to save 10% on your next order!” 

Autoreply on story mentions

2. Story reactions replies 

You can create automated replies that will be sent to your followers when they reply or react to one or all of your stories. For example, someone responded to your brand’s Story with 🔥😍👏 same as with the Story Mention Reply, and you can send them an automated reply message like “Thanks @user_name! We are excited that you liked our Story ✨” 

You can also create different campaigns using this feature. For example, you launch a story with a discount offer where you say “Reply “Discount” to this story, and we’ll send you your discount code!”. And you can set a message to send after a follower replies to your Story with this specific keyword “discount”. “Hey @user_name! Enjoy your discount code “INSTADISCOUNT10”🔥” 

3. Private replies to comments 

This is very similar to the story mentions reply feature. When somebody comments on your brand’s post, you can now send an automated message to that user. When using this feature, the user will get a message with a reference link to the comment that is getting the reply. The private replies feature is very useful for boosting your brand engagement and loyalty and providing a great customer experience and support. 

Your browser does not support the video tag.

4. Quick Replies

If you have seen chatbots on Facebook, websites, or other platforms, you must know what a quick reply is. But if you haven’t, then to put it simply – quick replies are buttons that a user can click to reply with. 

Quick replies are super easy and intuitive for users to use, and they speed up the communication with your brand. So it’s cool to use quick replies wherever it makes sense. You can set up a maximum of 13 plain text quick replies, and each button can fit up to 20 characters. 

Quick replies Instagram

5. Ice Breakers

Ice breakers are a handy feature for starting a conversation with your customer. Ice breakers are the set of FAQs that you can provide at the beginning of the conversation with your customers. However, there is a limitation that you can set only a maximum of 4 questions. Starting Oct 19th, 2021, Ice Breakers supports localization to allow businesses to set custom questions depending on the user locale. 

For example, you can set these Ice Breakers to welcome your customers when they open Instagram chat with you: 

– “I need assistance” 

– “I want to browse your products” 

– “I want to ask a question about my order” 

– “I want to chat with a human agent” 

These FAQ questions will look like quick reply buttons, and your customer can start a conversation by simply using those or typing in manually. 

Ice Breakers

6. Generic Template

The generic template allows you to send a structured message that includes an image, text, and buttons. A generic template with multiple templates will send a horizontally scrollable carousel of items, each composed of an image, text, and buttons. This is a perfect feature for displaying products and at the same time giving the user an option to, for example, purchase the item, learn more about it, or talk to your sales reps about this product. 

Generic template

7. links links are shortened URL service operated by Facebook that redirects users to a conversation on Instagram. You can use them on your website, email newsletters, and more. This is a very simple but nice feature that will help you directly send users straight to the chat, rather than your Instagram profile, where they can get distracted and forget about their request. 

Okay, but what are the requirements to deploy an Instagram chatbot?

1. An Instagram Business Account

2. A Facebook Page connected to that Instagram account. Make sure that you have a Facebook Page since it represents your business identity when connecting with people on Messenger. To create a new Page, visit, you can also set up a test Page to start.

3. A Facebook Developer Account that can perform Tasks on your Page like creating new apps, which are the core of any Facebook integration. You can register as a developer by going to the Facebook Developers website and clicking the “Get Started” button.

4. A Facebook App with Basic settings configured. To create a new app, visit and click on Add New App.

5. Before your app can be used by anyone other than people who have a direct role on the app itself, it must first undergo App Review

The easiest way to start with Instagram chatbots is to contact a chatbot development team that will help you set up all requirements and build the chatbot itself. 

Limits to the Instagram chatbots

As mentioned before, to create an Instagram chatbot, you have to be either an Instagram Business account or a creator account via a phased roll-out, beginning with accounts with less than 500k followers. Also, you have to follow the requirements mentioned above. But there is also one limitation regarding the Rate Limit. 

Here’s how Facebook for Developersexplains the Rate Limit: 

Callback Queue

When an Instagram Professional account sends/receives messages, messages are added to a callback queue that will be processed asynchronously. When the backlog of messages in your callback queue exceeds 72,000 messages, the Instagram Professional account is considered in heavy load.

Heavy load

When an account is under heavy load, the user won’t be able to send new messages. However, Instagram will still deliver existing messages in the callback queue, and the new user messages will be queued again once the backlog comes down below 72,000 messages.

User Behavior

When the account is under heavy load, Instagram will show banners in the conversation to warn the users about the delay. These banners will stop showing once the backlog comes down below 72,000 messages.

Your Message May Be Delayed: This will be shown when a user’s message is still waiting to be processed.

heavy load Instagram message

Your Message Wasn’t Delivered: This will be shown when a user tries to send a message when the account is under heavy load.

heavy load instagram message #2

Instagram chatbots success stories


Thanks to Messenger API for Instagram, Sephora clients who used the platform to interact with the beauty retailer proved to be highly active and engaged. As a result, Sephora could have faster conversations, resolve queries easily and serve clients solely via Instagram. Since the API’s integration in 2019, Sephora has earned the following results:

100% of clients reaching out through Instagram now served on Instagram

15% decrease in average responses per conversation across all channels after implementing the Messenger API for Instagram, reducing time spent per inquiry and increasing agent efficiency

“As a global prestige beauty retailer, it’s important for us to meet clients where they are. Many of our clients are on Instagram and we needed to find a more efficient way to respond to the hundreds of inquiries we receive daily. The Messenger API for Instagram has enabled our team to easily resolve queries received via Instagram messaging, comments, and story mentions within the platform, providing a seamless experience for the client.”

Hilary Lin, Social Media Supervisor, Client Services. Sephora (originally published on Facebook’s blog

instagram sephora bot


Integrating Messenger API for Instagram, Kiehl’s Malaysia was better able to manage the volume of messages, comments, and Instagram Stories it received and more easily connect with customers using Instagram to communicate with the brand. Two months after launching the messaging solution, it saw the following results between March and April 2020:

30% more qualified leads compared to other channels

20% conversion rate from consultation to sales

Reduced registration completion time for beauty consultation to just two days

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Today’s Entrepreneur Quote

The 19 Best Content Marketing Tools of 2021

Photo Pixabay


While no content marketing tool can replace a solid strategy and talented humans, having the right tech stack can certainly help you get the job done better, easier, and more efficiently.

There are hundreds of content marketing tools available – some free or cheap – and some very expensive. They also serve tons of different purposes, from content ideation to production to promotion, optimization, and more. The content marketing technology landscape is growing every year.

This is exciting, since it means that if you have a problem, you can probably find a software solution to help you solve it. But it’s also overwhelming. How do you know which of the couple of hundred tools are worth trying?

This post will help clarify those decisions for you. We’ll outline the top content marketing tools available now.

The Best Content Marketing Tools

    Google Docs
    Google Analytics
    Google Optimize
    The Stocks.IM
    Adobe Photoshop

Best for: Consolidating multiple content marketing tools into one centralized location.

What we like: HubSpot’s array of tools and systems grow along with your business, allowing you to scale seamlessly.

HubSpot offers many content marketing tools, and many of them are free to try. These include:

In addition to free content marketing tools, if you really want to build a growth machine, HubSpot has a world-class CMS and the most powerful marketing automation platform in the industry and allows you to centralize everything within a free CRM. This means that, at each and every level of a company’s growth, HubSpot has a solution that can help you build your content marketing program.

HubSpot also makes products for sales and service teams. As such, it can really be the ground control for your whole business.

Best for: Blogging, publishing editorial content, and creating portfolios.

What we like: The customizable templates are easy to use, allowing users to build a website quickly. Plus, it integrates with multiple plug-ins to take your work to the next level.

WordPress is the most widely used CMS in the world. Search Engine Journal reports that WordPress powers about 39.5% of all sites on the web.

Social proof can sometimes lead us astray, but in this case, it turns out that WordPress is a pretty powerful tool, both at the beginning stages and as you grow your content marketing program (and it’s used by sites like The New Yorker and The Next Web).

At its core, WordPress is an open-source CMS that allows you to host and build websites. You can self-host or host your site via WordPress contains plugin architecture and a template system so you can customize any website to fit your business, blog, portfolio, or online store.

It’s a highly customizable platform and is widely used by bloggers.

Best for: Editing and collaborating with content writers.

Why we like it: It’s free, widely used, and simple to get started. If you can use word processor applications, Google Docs is a must-have.

Google Docs is to content marketing what a kitchen is to chefs: it’s where all of the work gets done before the final presentation.

Personally, I don’t know any content marketers who don’t use Google Docs to draft their articles. It’s the best platform for collaboration by a long shot, but it’s also easy to use and has a pleasant user experience.

You can easily share documents with your team with just a few clicks. Additionally, you can give editing access to specific people and view their comments by using the “suggestions” and “comments” features.

In addition, you can usually find a way to upload Google Docs directly to your CMS. In the case of HubSpot, you can do that by default. If you use WordPress, you can use a tool like Wordable to help you out.

Google Docs is free, quite ubiquitous, and pleasant to use. Not many reasons not to use it.

Best for: Writing academic papers and collecting research.

Why we like it: Put writer’s block to a halt with Airstory. This app easily organizes and exports your notes, ideas, and research all in one spot.

If you do want to step up your writing and collaboration game, Airstory is a more powerful platform for writers. If you find yourself moving too often between Evernote, Google Docs, Google Drive, and you always seem to have a hundred tabs open for research, it might be time to look into Airstory.

It helps you save quotes, images, and multimedia and drag and drop it into any writing application. As such, it’s an incredible tool for collaboration, but also for writers w

Best for: Editing and proofreading content pieces before publication.

Why we like it: Grammarly works across multiple communication mediums, from email to documents to social media.

Grammarly has changed the game for me. I’m not naturally what you would call “detail-oriented,” so if it weren’t for talented editors, you’d be tearing me apart right now for the multitude of grammar mistakes littering my articles.

Grammarly, however, reduces my error rate by probably 50-80%. I still have some mistakes slip through, but to a large extent, Grammarly saves me from embarrassment (not just when writing articles, by the way – it also works for social media and forum comments).

Their browser extension works with Chrome, Safari, and Firefox, and offers a basic grammar and punctuation plan for free.

Best for: Writing for search engine optimization (SEO).

Why we like it: Yoast is easy to use and one of the best SEO WordPress plugins available.

Yoast is one of my favorite tools for writing SEO-focused content.

It’s a sort of “all-in-one” WordPress plugin for SEO that helps do pretty much everything, including optimizing content for a keyword, previewing and editing meta-descriptions and URL slugs, abstracting away technical SEO tasks, and suggesting relevant internal links. The simple red, yellow, and green indicators make it easy to figure out if you’ve optimized your page correctly, or what could use more work.

They have over 9,000,000 downloads, 4.9 out of 5 stars in the WordPress marketplace, and just anecdotally, everyone I know who uses WordPress uses Yoast. It’s just a great plugin.

Best for: Carrying out content research and tracking performance metrics.

Why we like it: Buzzsumo takes the guesswork out of influencer marketing and content curation, a bonus for those short on time.

Buzzsumo is a great multi-purpose content marketing research tool.

One of the main things it can do is help you analyze what content performs best for any topic or competitor. You can see metrics like social shares, backlinks, and which influencers are sharing a given piece of content.

For content strategy needs, Buzzsumo can also be used to find what topics are trending across various platforms and the kinds of headlines that are receiving the most traction with engagement.

They also have great influencer reports so you can see who the thought leaders are for a given topic area.

Best for: Completing keyword research.

Why we like it: Ahrefs can be used for basic SEO research, but also handle more in-depth projects like performance reports. These reports can be set to the cadence of your choice so you’re always in the loop.

Ahrefs is my personal favorite SEO tool, and I use it just about every day. It’s great for everything from tracking the rankings of your keywords to analyzing your competitors’ keywords and traffic and much more.

Every time I think I’ve mastered the full functionality of Ahrefs, I find a new feature that surprises and delights me. The basics, such as keyword research or site analyzer, are wonderful. But I also love reports like “top pages” (where you can analyze the most valuable pages on a website),or “content gap” (where you can see what competitors rank for that you don’t).

Best for: Creating B2B marketing videos, digital marketing, and content creation.

Why we like it: Vidyard’s analytics and personalization features not only help businesses understand how their content is performing, but also demonstrates how to leverage it to boost engagement.

Vidyard is a video marketing platform that helps you host, share, and promote video content on your website.

They have a sales solution as well to help you close more accounts, but the marketing solution is what I’m most used to. Vidyard’s video analytics are robust.You can run A/B tests and personalize videos, and you can even gate videos at a certain time length to help capture leads.

Additionally, they’ll easily optimize your videos for SEO and integrate with various CRM, email, and social platforms.

Best for: Creating video presentations and tutorials.

Why we like it: Loom is versatile and user-friendly. Utilize it to easily answer questions or explain complex topics that require a visual aid.

Loom is a tool that I’ve more recently begun using, but at this point it’s a staple for me.

It’s a simple tool, but one with powerful use cases, even beyond content marketing. What it does is allow you to create, edit, record your screen, and share videos. For content marketing, I love this, because I can create and embed tutorials for technical walkthroughs.

Organizationally, I love it as well. It’s great for communicating quick questions or explaining concepts to other team members (without requiring a full, synchronous meeting).

Best for: Keeping track of tasks and project management.

Why we like it: Trello puts all of your team’s projects in one place and is customizable enough to grow with your changing needs.

When you really start producing content, you’ll need some way to manage the process. This is particularly true if you’re working with many staff writers or guest writers.

My favorite tool for this is Trello.

Trello is a simple kanban and project management tool, which means it can be used for many purposes. In fact, I’ve used it for tons of things, like growth experiments, sales pipelines, and product feature roadmaps.

Best for: Managing tasks and databases.

Why we like it: Airtable is great for storing lots of data (hello, spreadsheets) in one place and using customized filters to sort it.

Airtable is another project management tool, though it’s a little more complicated (though also customizable). It’s kind of like a mixture between spreadsheets and Trello. Again, with Airtable, the use cases are many, but I really like it for two content marketing purposes:

  • Editorial calendars
  • Influencer/writer management
  • Marketing campaign tracking

I’ve also used Airtable for several other things in the past, including growth experiments and general team operating documents.

13. Google Analytics

Best for: Understanding your audience and tracking site metrics.

Why we like it: Google Analytics is ubiquitous, free, and easy to use. Use it to see how people found your site and observe visitor behavior.

When talking about content marketing tools, you can’t leave measurement out of the discussion.

Sure, you can get some good insights from SEO tools like Google Search Console as well as previously listed tools like Ahrefs. But you’ll also want a digital analytics platform so you can track business metrics.

Google Analytics is one of the most widely used platforms online. It’s easy-to-use (at least the basic configurations),and it’s free. Two big benefits.

However, it’s also very powerful if you’re technical and know how to set up a proper configuration. Not only can you track goals, like form submissions or product purchases, but you can also set up behavioral events, like scroll-depth.

Best of all, you don’t have to do much to get access to all of this data. Simply set up your Google Analytics account, copy the code provided to your website, and you’re good to go. Google Analytics will automatically start tracking the data from your website.

Best for: Understanding visitor behavior on your website.

Why we like it: Hotjar’s tools allow business owners to get an accurate read on how visitors experience their site. It’s great for marketers, designers, and researchers.

Hotjar is my favorite user experience analytics tool. It’s got some qualitative tools, such as on-site poll, surveys, and session replays. Where Google Analytics can help you uncover the “what” and “where” of user behavior, Hotjar’s tools can help you start to tiptoe into the “why.”

In addition, they also provide some quantitative tools such as heat maps. These allow you to get a good visual picture of where your visitors are clicking and scrolling.

One use case I love HotJar (outside of CRO) for is to source interesting content ideas:

In the example above, follow-up questions are asked based on what users answered to a previous question. Their responses can then be used to inform your content going forward.

15. Google Optimize

Best for: A/B testing changes to your site’s pages.

Why we like it: Google Optimize harnesses the power of their analytics and statistical tools to help businesses find what your site visitors engage with most and hone in on areas that need improvement. Statistical modeling tools simulate real-world performance for any tests you’d like to perform.

We’ve got a quantitative digital analytics tool (Google Analytics) and a qualitative insights platform (Hotjar),so we presumably can know a lot about our readers and our website at this point. But what if we want to make a change to our blog or landing pages?

My background is in optimization, so if there’s sufficient traffic, I like to set up A/B tests for site changes.

There are many tools out there for this, but I wanted to list Google Optimize because it’s free. It’s also a good starter option to get used to. If you do want to explore other options, here’s a good article comparing the market solutions. But Google Optimize is a great start.

Best for: Personalizing B2B websites.

Why we like it: Mutiny leverages smart, AI-driven technology to help guide content recommendations. Its website personalization features allow users to quickly change their website and see results in real time.

A/B testing is one thing; personalization is also an interesting avenue to explore.

Where A/B testing is a controlled experiment with a limited time-horizon, personalization allows you to deliver different unique experiences to subsets of your overall audience.

For example, you could target mobile users with different popup forms. Or you could target visitors who have read three blog posts with an offer for a specific ebook. Additionally, you could target people who scroll 75% of the way down a certain blog post with an in-text CTA.

The options are endless, only limited by your time, resources, creativity, and prioritization.

Anyway, Mutiny is my favorite platform in this space. It’s designed for B2B, so if you’re in ecommerce, you may want to look at another tool like CMS Hub . But Mutiny is a good and promising newer player with lots of functionality.

Best for: Sourcing stock images and free photos.

Why we like it: TheStocks.IM aggregates multiple free photo sites into one place, saving you time.

Most good content marketing includes imagery, so it only makes sense to include a stock photo site here in our list of content marketing tools.

I like TheStocks.IM because it aggregates several free stock photo sites, including Unsplash (my favorite) and Pixabay. Just type in the topic or object you’re searching for into the search box, and it will pull up images across all the platforms it sources from.

Best for: Designing your own marketing materials.

Why we like it: Canva’s intuitive UI allows design novices to easily create infographics and other materials suitable for print materials, social media posts, and blogging platforms.

What about when a stock image doesn’t cut it, and you want to make your own imagery?

Canva is a great option here.

With Canva, you really don’t need to have excellent graphic design skills. I’m a horrible designer, and I can make decent looking graphics with Canva. It’s really designed for the layperson.

This tool is great for all kinds of content marketing imagery, like social media images, blog cover photos, Twitter cover photos, etc. It’s pretty all-purpose.

Start with one of their templates or create a new design from scratch. If you can drag and drop, you can create materials using Canva.

19. Adobe Photoshop

Best for: Editing photographs and images, and designing custom materials.

Why we like it: The uses for Photoshop are endless. Mastering this design tool will make your materials look professional and give you more autonomy over the kinds of designs you can use.

Now, what if you want to make your own imagery, but you actually are good at graphic design?

Well, in this case, Photoshop is the gold standard. It’s great for editing photographs as well as creating images such as Facebook photos, blog cover photos, and even screenshot tutorials.

I find that a little bit of skill with Photoshop goes a long way. Mastering Photoshop will allow businesses and marketing teams to create custom designs and materials to suit their needs instead of being tied to a particular template or layout.

Content Marketing Tools Won’t Save a Bad Content Strategy

… but they’ll certainly help you get the job done faster and more effectively.

Although there are many more content marketing tools out there, this list sums up the best tools for most marketing needs. Try them out and watch them enhance your content creation strategy and execution.

This article was originally published March 4, 2019 and has been updated for comprehensiveness.

Originally published Dec 9, 2021 7:00:00 AM, updated December 09 2021

Content Marketing

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HubSpot Inc. published this content on 09 December 2021 and is solely responsible for the information contained therein. Distributed by Public, unedited and unaltered, on 09 December 2021 12:31:09 UTC.

Today’s Entrepreneur Quote

13 Reasons Why OKRs Are So Important

Photo: Pixabay

By dc on Hugo Team

Here are some of the amazing benefits of OKRs.

Objectives and Key Results are a way to align your company’s strategy to its goals.

They are a way to measure progress against a set of measurable targets.

“Objectives and key results are the yin and yang of goal setting.”Measure What Matters by John Doerr.

The reasons why OKRs are important are:

1. They are easy to understand.

OKRs help take a complex business strategy and boil it down to its essence: a measurable goal.

2. They can be used for many different types of goals.

The OKR goal-setting framework is flexible enough to accommodate the needs of any business.

3. They are easy to implement.

While the acronym OKRs may sound intimidating, the foundations of the OKRs framework are simple and easy to adopt. As you get better at setting and tracking progress with OKRs, you can go further and get more complicated with how you use this system.

4. OKRs can be used in many different ways.

Some teams may want to start small and simply track their most important goals with OKRs. Others will create goals at a high level, and then under them, other teams and individuals will have goals that ultimately relate to helping achieve the highest goal.

“By clearing the line of sight to everyone’s objectives, OKRs expose redundant efforts and save time and money.”<t-green>—Measure What Matters by John Doerr<t-green>

5. They can be used to track progress over time.

Because you set and review OKRs periodically, you can look back at your OKR performance in the past and see how you have improved.

6. OKRs can be used to compare success across teams.

Teams need to measure success in different ways. A team of developers may have a goal to ship code faster, or with fewer bugs. A marketing team might want to increase web traffic and leads. With OKRs, both can have separate goals, but still compare whether they were able to reach their targets.

7. They can be used to help align strategies to business goals.

Because the business strategy is at the forefront of the “why” in an OKR, business goals are inherently part of the OKRs framework. No vanity metrics here, please.

“OKRs are clear vessels for leaders’ priorities and insights.”<t-green>—Measure What Matters by John Doerr<t-green>

8. They can be used to help set priorities.

The targets set in OKRs help to define a priority list. This can help teams understand what they should focus on and what is less important.

9. They can be used to allocate resources.

OKRs can help allocate resources effectively. It is easy to see how resources are allocated when comparing them to whether the resources are positioned to help achieve the company’s goals.

10. They can be used as an accountability tool.

OKRs are a way to hold people accountable for their actions. You can track your progress against targets, and if you don’t meet the OKRs, you can hold people accountable for their actions

11. They can be used to help create a culture of continuous improvement.

By tracking progress against goals in an ongoing way, you’re demonstrating to your peers and team that improvement and goal-setting is part of your company culture. This will ultimately trickle down to other areas.

12. They can help you identify and prioritize opportunities.

OKRs give teams the level of focus they need to really dig into an issue and find opportunities. Have too many things to do? Well, how many relate to your main OKR? This makes decision-making easier.

13. They can help you identify and prioritize risks.

Just as OKRs can help you find opportunities, they also expose risks. What are some of the reasons why a key result may not be achieved? When you pick a KPI to measure, suddenly it exposes reasons that KPI may trend in the wrong direction.

Today’s Entrepreneur Quote

5 Content Marketing Ideas for January 2022

Photo credit: Search Engine Land


Content connects a business to consumers not just for selling but also for sharing information, humor, and skills. But generating content ideas can be challenging.

Remember that content marketing is the act of creating, publishing, and promoting articles, podcasts, and similar that attract, engage, and retain an audience of customers.

What follows are five content marketing ideas almost any business can use in January 2022.

1. Start a Podcast

Podcasting has moved from a fringe medium to a common way to share ideas.

In the U.S., there are approximately 120 million podcast listeners, according to Statista. If all of those are adults, something like 45% of Americans older than 18 listen to podcasts.

So podcasts are popular. They are also versatile.

A podcast can cover any topic. At the time of writing, Privycast, an entertainment show about toilets and bathrooms, had 42 episodes on Apple Podcasts.

Privycast is an entertainment podcast about bathrooms.

If a podcast about the restroom can exist and even attract an audience, so can a podcast about fashion, tools, do-it-yourself products, fitness, and so on. Every business can find an opportunity to start and maintain a podcast. Make it a New Year’s Resolution.

2. Public Domain Day: January 1

In the United States, January 1 marks when creative works such as music, films, and books can enter the public domain. This means that the works’ U.S. copyright protections have expired.

First published in 1926, the book “Winnie the Pooh” will enter the public domain in the United States in 2022. This illustration by artist E. H. Shepard comes from the 1926 version.

Creative works enter the public domain in America after one of three timeframes:

• 70 years after the death of the author,

• 120 or 95 years after creation or publication of a work with multiple authors,

• 95 years after publication for works created from 1923 to 1977.

All of these groups were given an extension in U.S. copyright protection in 1998 with the Copyright Term Extension Act (CTEA). The bill was nicknamed the “Mickey Mouse Protection Act” since the famous character was first seen in 1928 and, therefore, Mickey’s copyright was extended by 20 years with this legislation.

Another interesting fact about the CTEA is that Representative Sonny Bono sponsored the bill. Bono was an entertainer before he was a politician and is the first member of the U.S. Congress with a number one pop single.

Public Domain Day gives businesses a few opportunities for content creation. The most obvious is with booksellers, music-related companies, and art merchants, but many companies will find ways to connect with great works of the past.

For example, a seller of used books could publish a series of reviews. Each would feature a book entering the public domain in 2022. The series might start with Ernest Hemingway’s “The Sun Also Rises.” Next up could be A. A. Milne’s “Winnie the Pooh.”

3. Walk Your Dog Month

Get out and walk your dog in January as part of Walk Your Dog Month. Photo: The Creative Exchange.

January is National Walk Your Dog Month in a few Northern Hemisphere nations. This event encourages folks to get outside despite the weather.

Content marketers at pet supply or pet food companies could have the best results with this topic, but Walk Your Dog Month might also appeal to outdoor lifestyle brands.

The idea could also be well suited for a listicle. Here are some example titles.

• “21 Reasons to Celebrate Walk Your Dog Month,”

• “15 Ingenious Ways to Walk Your Dog,”

• “9 Health Benefits Associated with Dog Walking,”

• “10 Mood-boosting Benefits of Walking Your Dog,”

• “8 Ways Dogs Are Good for Your Health.”

4. King Tut Discovered: January 3

On January 3, 1924, archeologist and Egyptologist Howard Carter and his team found a large stone containing a solid gold coffin and the mummified Pharaoh Tutankhamen.

Tutankhamun’s golden mask is one of the most recognizable Egyptian artifacts. Photo: Roland Unger.

Cater had been working in Egypt since at least 1907 and had discovered Tutankhamen’s tomb in November 1922. But it took two more years to find the remains of King Tut himself.

King Tut was not a well-known pharaoh in Carter’s era. But because of the wealth of the tomb and several Western museum tours, Tutankhamen is now, perhaps, among the most recognizable Egyptian pharaohs.

The anniversary of King Tut’s discovery (recovery) is a content opportunity for many businesses, including any apparel, furniture, or home decor retailer with Egyptian or Eastern-themed products.

5. Tweetstorm a Listicle

The term “tweetstorm” can have a negative connotation, but in this context, it describes a long-form Twitter post extended as a thread.

Start with a catchy post. Then fill out the topic by replying to your own post.

The tweetstorm format is a good way to promote a listicle. Imagine you have a 10-item list. Write a “title tweet” that pitches the concept. Then reply five times where each is one of the items from the listicle. Then post a link to the full article.

Here is an example from the “Phil from 4 Day Week” Twitter feed.

The title tweet reads, “I started publishing SEO blog posts at the start of the year. Now ~200 people visit my site organically each day.”

I started publishing SEO blog posts at the start of the year

Now ~200 people visit my site organically each day 😊 🧵

— Phil from 4 day week 👋 (@philostar) October 26, 2021

Phil follows this up with eight replies to make the thread. The first five are listicle points:

Identify topics to write about,

Write an outline,

Outsource the writing,


Wait patiently.

Phil also links to an article on his site.

One of the replies in the tweetstorm thread should link to the listicle you want to promote.

For your January 2022 content marketing, find several of your company’s top listicles and promote them with a tweetstorm thread. 🙂

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