How to win more RFPs using video

There’s one menace that looms over the head of nearly every salesperson, and can strike at any time: the dreaded request for proposal (RFP).

Sometimes, they arrive out of the blue as a mass request to your company sales email. Other times, an RFP can come after an otherwise fruitful conversation with a client, who shatters all hope of an easy deal by saying, “Sounds great. Will you just fill out this RFP?”

However they arrive, RFPs rarely seem like good news. Most begin with a gargantuan, exhaustive lists of granular questions on everything from your data security procedures to your CFO’s favorite ice cream flavor. They’re written to apply to everybody, and because they’re so general, they strip you as a salesperson of much of your storytelling craft. Without the ability to interview your prospect, discover pain, and apply a solution, you’re left to complete this dauntingly large document with little hope of standing out.

And, as a salesperson, no matter how bad you think you have it, your client might have it even worse.

RFPs aren’t fun for anybody

Many salespeople wonder “who actually reads this stuff?” and indeed, that’s someone’s job. In the early stages of an RFP, a project manager is assigned and asked to collect responses from a variety of vendors. Some businesses such as nonprofits or government agencies actually require that these procurement processes be competitive, which means project managers nearly always deal with more companies than they prefer to.

While RFPs do serve a purpose and are designed to make buyers’ jobs easier by standardizing questions, they sometimes fail because every sales team’s responses vary. Anything that’s open to interpretation can, and will be, interpreted. Some salespeople rewrite questions, others don’t get back in time, and some just keep calling and trying to have a talk. The result is often that project managers spend hundreds of hours trying to shoehorn responses back into the template. It’s exhausting work.

Even when responses are clear, they’re usually long. That’s because it’s difficult to say things simply in text, especially when you don’t know who you’re writing to. If a salesperson is asked to answer ‘How do you and your competitors differ? Explain.’ you had better expect a short novel in response. As David Wadler, CEO of the procurement software company Vendorful  put its, “RFPs for complex products or services, by their very nature, are usually full of verbiage and jargon.”

One great way to help provide clarity, of course, video. Wadler’s company focuses on making RFPs less arduous, and when asked about the impact of video in a proposal, he replied, “Being able to see a product in action provides incredibly helpful context for the buyer.”

Plus, it’s a huge favor to the project manager.

How about a request for personality?

Video makes your prospects’ job easier because people love video, your prospects are people, and you’re probably the only vendor that thought to use that medium. Your competitors will be busy churning out stacks of rote, boring, jargon-laden text while you’re presenting in a format that’s actually enjoyable to ingest. Plus, it allows you to inject some personality, build a relationship, and turn the evaluation in your favor.  

3 ways to use video to win more RFPs:

1. Tell your company’s story: In sales, relationships matter. Even though it’s rarely mentioned in RFPs, your prospects are trying to figure out if you’re a likable business. They need to know that you specialize in what they need, that you’re reliable, and that you’ll be around for a long time, but they also want to know that you’ll be enjoyable to work with. Use a short video as a way to convey as much and explain why you’re a great match.
2. Send walk-throughs: It usually isn’t until the final stages of the RFP process that you get to present your solution to the customer. That means that up until then, you’re relying on your writing skills to convey some pretty nuanced differences between you and your competitors. If you do it wrong, you’ll be ruled out. With video tutorials, however, you can give customers an up-front taste of what your product looks like (a pretty big plus for those who have well-designed and attractive products) and get them familiar with it. Even if they aren’t conscious of it, you’ll become the standard against which they measure all others and by the time you finally present your product, you’ll already seem familiar.
3. Articulate a vision: Most RFPs limit you to describing how you’ll solve their problem. Send your prospect a video on how it’ll make them feel. If it’s practical, even create several, one for each different department. Articulate a vision of how they and their company will benefit with this problem solved, citing case studies and real life scenarios. In doing so, you’ll give your prospect a more concrete sense of what you can do for them personally, and this gives you a big leg up on the competition.

Now, just imagine yourself sitting in the project manager’s seat. Seven vendors have collectively sent hundreds of pages of documents with barely a page-break in sight and you happen upon one that includes video links. It’s much shorter, with concise, punchy answers, and video thumbnails of the salesperson smiling and waving. You click, and you’re lifted out of the drudgery of key-punching into a world of video entertainment.

As that salesperson, you’re already top of their list. Supplement your RFPs with videos and you’ll win the hearts and minds of busy procurement managers along with the deal.

The post How to win more RFPs using video appeared first on Vidyard.

source http://www.vidyard.com/blog/win-rfps-using-video/

Content Pros: How SalesLoft Is Leveraging Content to Drive Results

Teaming up with the team at Convince & Convert, Vidyard’s VP of Marketing Tyler Lessard hosts the Content Pros Podcast. For this week’s episode, Tyler is joined by Matt Wesson, Director of Content and Creative at SalesLoft, to discuss leveraging content throughout the buyer’s journey to engage customers, convert leads, and grow to scale. Check out the full podcast:

Here’s a few of our favourite moments:

You’ve been doing Content Marketing even longer than we’ve been in business, but I think it’s changing, right?

Absolutely, and I think even for somebody like Joe, who’s been in content marketing since the very beginning, I think there’s always that impulse to try and put a box around things. I think that’s the way that organizations work, right?   Like Marketing VPs, as I’m talking to two high level Marketing VPs, sorry, like to define boundaries on their team, and I think it was very easy to just say, “Oh, content marketing, it does this.” You need a Resource Center, you need E-books, you need blog posts. I think that worked really well for a long time, but I think people are starting to realize that the real value of content goes way beyond just resources.

I think it’s a very simplified way to think about the need that it’s addressing. To just say, “Oh hey, we’re providing resources to the customer that provide value and its located here.” I think the real value of a content team is those creative solutions, that they are designed to develop for customers. Those can be extended throughout the entire organization, and they should be. Everybody within a company, except maybe developers, and probably for a reason, are interacting with customers at some point. You know? … And the influence of content teams, a lot of times are still limited to that topple funnel area. I think that’s doing a disservice to not only content, but to the entire organization.

What about using content marketing at different stages?

I think it obviously depends on the situation. I think every company is going to be a little bit different. If you have a shorter sales cycle, your ability to extend a certain asset deeper into the funnel is a lot higher than a more complex sales cycle. But I think in software in general, it’s usually in my experience, a mistake to try and fit one asset across the entire sales cycle, because those needs are different, right?

I think breaking it down by those different stages, and then working really closely with the sales team, you’ll start to assess a very different set of needs that you didn’t really know were there. I think it’s super easy to say, “Oh hey, we’ve got an e-book that ties such and such a feature to such and such a problem, let’s just keeping spanning that out throughout the sales cycle.” I think that’s kind of where content marketing was maybe five, six years ago. Nowadays, you’re starting to see it change where the customer wants an e-book when they’re learning about your company. When they want to learn a feature set, they probably want to see a video, an in depth demo with the sales team.

I think before they were getting that in some way, shape, or form, but now that content’s involved in it, they’re getting it in a way that they can more easily understand. They’re getting it in a way that’s more attractive, they’re getting it in a way that’s better positioned. I think the role of content to me, is to produce a lot of diverse assets. I think if you’re just producing one and trying to extend it through the sales cycle, you’re probably still providing value to the audience, but you’re probably falling pretty short of where a content team could be delivering value to the company.

Get The Full Story

If you want to hear the full podcast, we’ve posted it above, and you can read a full transcript of this talk on Convince & Convert, where it was originally posted!

The post Content Pros: How SalesLoft Is Leveraging Content to Drive Results appeared first on Vidyard.

source http://www.vidyard.com/blog/content-pros-salesloft-leveraging-content-drive-results/

Close More Deals With Video Storytelling Techniques

There’s really no way you can blow your credibility with buyers faster than the four words, “But wait, there’s more!” We all know what’s about to follow: Listeners are going to be sold something.

Nobody likes to be sold to—they want to feel engaged, respected, and treated like rational human beings with many options and the right to walk away. Yet, when salespeople are new to video, they can come across like late-night infomercial hosts pitching some sort of slap-chopping kitchen appliance.

To hook your prospects and actually close deals using sales videos, you’ll have to learn the nuances of video storytelling.

5 video storytelling techniques for sales teams:

1. Hey! Start with an abrupt lede

David Ogilvy, father of modern advertising once said, “Five times as many people read the headline as read the body copy.” The same principle holds true for storytelling, where people really do judge books by their cover, and for video, where research shows that you only have a matter of seconds to capture your viewer’s attention. Hook them early with a powerful lede.

What makes a great lede? It should be abrupt, attention-grabbing, concise, and talk benefits, not features. Here’s an example:

2. Show, don’t tell

Who’s more credible, you or a research firm like Forrester or Gartner? Our point precisely. Let them do all the talking and rather than telling customers how they’ll benefit with phrases like “I promise you’ll see results,” or “It will work for you,” show them by citing research. Use statistics and quotes in your video, and even highlight them on your whiteboard.

3. Omit ‘filler words’

Umm…well…like…these are what linguists call filler words and people use them to fill conversational gaps while they think. These words are perfectly natural—practically everyone defaults to them—but they can slow your storytelling to a crawl and make it difficult for viewers to understand you.

Eliminate fillers from your vocabulary by recording and watching yourself over and over, and learn to be comfortable with pauses. In your head, silence may feel like it lasts for an eternity but when you watch yourself, you’ll find that it looks quite normal. You can even emphasize these pauses as a storytelling technique to create anticipation right before or after key points. To see this in action, watch how the late Alan Watts punctuates his speeches with silence:

Once you think you’ve got it down, have all the other salespeople around you commit to calling each other out when they hear filler words. You can even create a communal ‘filler word jar’ for frequent offenders.

4. Foreshadow

Great storytellers keep audiences interested by introducing questions through foreshadowing, or hinting at what’s to come. Will Luke finally confront Darth Vader? Will Jay Gatsby ever win back his lost love? Will this movie about emojis ever come to an end, please oh please?

You can create the same addictive anticipation in your sales videos by describing the problem and the benefit but leaving out details on how that actually works. For example, saying “Healthcare companies like yours struggle with compliance, but that’s why we help them reduce paperwork and liability through a proprietary technology.” What technology, the listener wonders? Well, they’ll have to schedule a call to know more.

5. Use analogies

Great storytellers move the narrative along by shortening things up with analogies and you can do the same with sales videos. Analogies break complex topics into very simple ideas that anyone can grasp instantly. It’s why entrepreneurs sum up their companies as “the Uber for this” or “the Airbnb of that,” or screenwriters pitch their scripts as “The Godfather, but set in X” or “This generation’s Casablanca.”

What’s a well-known product, service, or idea that you can relate your company’s service back to? Come up with an analogy and instead of saying “It’s a business-focused multi-sided software platform,” just go with, “It’s Amazon for business.”

All good stories come to an end

How do all good stories end? Right where they began. Frodo returns to the Shire, Simba becomes king of the savannah, and all great sales videos summarize the lede that they began with and offer a call-to-action. Be specific with the date and time that you’d like to connect, and even tell them when you’ll reach out again if you don’t hear back (a little foreshadowing, anyone?). Once you’re done delivering your message, say thanks and sign off. As long as you’ve told a great story (and aren’t selling some slap-chopping piece of kitchenware) there’s no need to ask them to wait—this time, there isn’t more.  

Want to really master video sales? Watch 3 Sales Leaders Give Their Video Selling Secrets.

The post Close More Deals With Video Storytelling Techniques appeared first on Vidyard.

source http://www.vidyard.com/blog/close-deals-video-storytelling-techniques/

Arm your Support Managers with Surefire Sound Bites

Traditional Video Hosting Versus New Gen Video Platforms

Using video is more than just a great way to help you tell your story and engage your audience. It can be a strategic driver of value across your entire business. But even if you have the best video content, failing to choose a video platform that’s suited to your business goals will mean that the value of video remains locked away.

My name is Jeff Gadway and in this Chalk Talk, we’ll discuss the differences between traditional video hosting and new generation video platforms and which makes the most sense for you based on your business’ needs.

The old vs. the new

As more businesses adopt video, a growing number of options have become available when it comes to video platforms. You can loosely group them into two categories, traditional video hosting solutions and new generation video platforms. Both have their merits and could be viable options for your business so we’re gonna take a closer look at each one. First up, our traditional video hosting solutions like YouTube and Vimeo. These services offer basic hosting, management, and measurement of video content. They’ll let you embed your content on your website and do a good job of playing it back on desktop and mobile devices. When it comes to measurement, they offer basic analytics like video engagement or viewer demographics at an aggregate level. Traditional video hosting is great for businesses that are just getting started with video, for those that simply need basic hosting and playback, or for those in B2C markets using video purely as a brand tool and way to engage audiences on YouTube. But for businesses looking to embrace video as an integrated part of how they go to market, traditional video hosting isn’t equipped to meet their changing needs. A growing number of businesses are looking to video as a way to generate better business results like generating new educated leads from their existing content libraries, improving conversion rates by qualifying leads based on video consumption, improving engagement with content, your website, email campaigns, all through personalized and interactive content experiences, or maybe booking more meetings with personal video emails in selling and prospecting, boosting employee engagement with secure video communications, and ultimately demonstrating ROI by linking video engagement with close revenue and employee productivity.

New generation video platforms are better suited to these goals. Why? Simply put, they’re better equipped with more capabilities than traditional video hosting in three key areas. First, they’re designed to help businesses create and optimize high performance content. Second, they allow businesses to leverage a broad suite of distribution channels more effectively. And last, they track valuable insights on videos, channels, individual viewers, that help businesses to make smarter decisions and optimize business results. We’re gonna dive in to each one of these three areas in more detail and contrast the differences between traditional video hosting and new generation video platforms.

As a business’ video library grows, YouTube often breaks down as a tool to manage their content. Now, new generation video platforms allow you to easily manage your video content in bulk, update your videos without having to re-embed them across the web, and more efficiently manage your growing library with role-based administration and secure enterprise workflows.

Interactive content = More sales opportunities

The last thing you ever want your video to do is fade to black or take your viewer away from your brand, but that’s exactly what happens today with traditional video hosting tools. With new generation video platforms, you can add rich interactive elements like lead generation forms or choose your own adventure experiences that generate new leads, help to keep audiences more engaged, and move viewers through the buying journey. Now, imagine getting a video with your name on it or that includes your email or company right inside. Some new generation video platforms offer personalization capabilities that bring the viewer right into the video itself. This leads to higher conversion rates, longer engagement with your content, and more sales opportunities.

Cut through the noise with User-generated Content

Audiences are being drawn to more and more user-generated content. It’s more authentic and a better way to communicate with your audience. Some new generation video platforms offer tools that make it easy for anyone in your business to create and share webcam and stream recording videos. These can be a great way for your sales team to cut through the noise and book more meetings, for your support team to answer questions and improve the customer experience through more human interaction, or for anyone in your business for that matter to share ideas or deliver a message using the power of video.

Choosing your distribution channels

First up, we’re gonna talk about multi-channel distribution. If the only place you want your video to live is on YouTube, then managing your video with a traditional video hosting platform is probably easy enough, but traditional video hosting platforms can break down as you want to extend your video across channels. New generation video platforms make it easy to publish, update, and manage your content across multiple channels all at the same time like Facebook, Twitter, LinkedIn, your website, and more, all from one single spot, makes it super easy. Speaking of your website, traditional video hosting tools make it really easy to add your video to a webpage, but that’s about it. Only new generation video platforms help you use video to actually improve your SEO ranking by properly indexing all the metadata from your video and driving search results back to your website. If this is something you’re interested in, we’ve got a whole other Chalk Talk dedicated to this topic alone so go on and check it out.

Beyond using video to communicate externally with customers and prospects, many businesses are now looking to use video as a way to engage with employees or to communicate with partners. Key here is being able to secure your content  With tools like SSO and Secure Playback, new generation video platforms offer the ability to restrict viewing to intended audiences only. This is really important. Also, many organizations are looking to include video in their customer emails or existing communications workflows like a sales automation platform for example or a customer success tool. New generation video solutions make it easy to bring video into those experiences or to email to make video more accessible, easier to use, and ultimately more valuable for your business.

Pinpoint Insights

While traditional video hosting tools will often show you some basic video performance insights overall, only new generation platforms dive much deeper showing you how different channels are performing relative to one another so that you can optimize your distribution strategy. Another benefit of new generation video platforms is that it can provide audience insights right down to the individual viewer level. This means you can track videos an individual has watched and how long they stayed tuned in to each one. Integrations, by pushing video data and video consumption or individual viewer engagement into systems of record like marketing automation or CRM, new generation video platforms can enrich your lead qualification, improve your segmentation, and help you build better nurture programs that move prospects further down the funnel faster.

And all of that leads to this right here, ROI and attribution. New generation video platforms help you connect the dots between video consumption and influence revenue. This ultimately allows you to understand and better demonstrate the impact that video is having on key business KPIs. As you’ve heard, there are lots of considerations to bear in mind as you choose between a traditional video hosting solution and a new generation video platform. I hope you feel better equipped to go out there and look at the different options and make the choice that best meets your business’ needs.

My name is Jeff Gadway, and this has been a Vidyard Chalk Talk.

The post Traditional Video Hosting Versus New Gen Video Platforms appeared first on Vidyard.

source http://www.vidyard.com/blog/traditional-video-hosting-versus-new-gen-video-platforms/

4 Tactical Ways Salespeople Can Build Trust with Video

Have you ever had a text message conversation that was needlessly tense? Where you wrote something, saw your friend’s little “typing” indicator come up, and then watched it drop off with no reply?

If you’re like me, you wondered, “Was it something I said? Did they take it the wrong way? Have I offended them?” The ensuing minutes can feel like hours.

This painful uncertainty is essentially what it’s like to sell via cold emails or voicemails. You’re blindly casting out messages and wondering whether your prospect understood you. Why? Because text and voice alone just never communicate enough. And, without the ability to say more, it’s pretty tough to land any sales.

Bridging the trust gap

For a sale to happen, “there has to be a trust and an emotional connection,” says Hunter Madeley, the Chief Sales Officer at Hubspot. Without that, prospects can’t be sure that a salesman won’t mislead them about the product, embarrass them in front of their boss, or take the money and run.

According to Psychology Today, there’s an easy way to establish this trust. You must demonstrate that you exhibit the 3 c’s of trustworthy people: competence, character, and caring.

Here’s how video helps you quickly check those boxes:

• Competence: Video can demonstrate your professionalism through your demeanor, your dress, and your smile. According to the scientific journal Evolution & Human Behavior, even if you only manage a friendly grin, it will make people 10% more willing to trust you.
• Character: Video lets you demonstrate your personality so that you’re more memorable. Once prospects see and hear you a few times, you’ll evolve from a stranger into an acquaintance.  
• Caring: People naturally assume that videos take more effort than email, and if you’re making an effort, you’re showing that you care.

With the power of video, you can start a conversation with prospects that’s devoid of long pauses, awkward misunderstandings, and ‘…’ responses.

Here are 4 tactical applications for building trust with video:

1. Use it to avoid misunderstandings: If you ever find yourself composing an email that takes you more than ten minutes to write, shut it down and record a video. If whatever you’re trying to say requires that much careful wording, it’s highly likely that something’s going to get lost in translation. It’s far better to show, not just tell, via video. This helps weed out any misunderstandings and keep the trust level high.
2. Help the ‘ghost’ buyers: There’s a segment of the market that wants to buy, but doesn’t want to talk to sales. “Everybody on the planet has had unpleasant experiences with salespeople,” writes Geoffrey James, a professional sales coach, in Inc. “Many have walked away from a sales situation feeling manipulated.” These sort of prospects will avoid talking you at all cost and instead will ravenously research on your website. With video, you can reach out, help them, and establish an early rapport. Send them recordings of yourself explaining the product and suggesting places that they research. This gives them at least part of what they need without having to submit to a live call and gives you the opportunity to build up some trust.
3. Reinforce conversations: We’ve all had a great call or demonstration with a client whereafter we wonder, “how much of that are they going to remember? And how effectively will they communicate this to their boss?” Don’t leave it up to chance: immediately send a follow-up video while it’s all still fresh in your mind. Highlight the most important points over again. Later in the sales cycle, when they’ve talked to competitors and they’re feeling more confused than ever about who does what, you’ll be able to defend your credibility because you’ve documented what you said.
4. Show vulnerability and doubt: Just as seeming clueless can cause clients to distrust you, so can seeming too certain. “If you’re absolutely convinced the customer needs your product, the customer will sense you’re close-minded and become close-minded in return,” says Geoffrey. You can use video recordings to share your thoughts, and show that you are actually considering their perspective.

Don’t leave your prospects wondering what you meant. Start using video to show your competence, your character, and that you care to build the kind of trust that leads to sales!

The post 4 Tactical Ways Salespeople Can Build Trust with Video appeared first on Vidyard.

source http://www.vidyard.com/blog/4-tactical-ways-salespeople-can-build-trust-video/

Content Pros: Why a Waiter Should Be Your Next Content Pro

Teaming up with the team at Convince & Convert, Vidyard’s VP of Marketing Tyler Lessard hosts the Content Pros Podcast. For this week’s episode, Tyler is joined by Clair Byrd, Director of Competitive Marketing at Twilio to talk about creating the perfect content vehicle. Check out the full podcast:

Here’s a few of our favourite moments:

During your time at InVision, how did you create such a vast network of external contributors to your blog?

There are a couple things that when we were building this program we wanted to shift. I’d been involved in trying to build contributed programs for a long time and I always saw a lot of problems. I tried to go in with the mindset of just taking those problems off the table. One, you have to make people look really sexy. That was job number one, was to design a blog that was beautiful and people felt proud of being on. Beyond anything else, that was our job number one, make them look really great.

Number two, let them write about what they want to write about. So many contributed programs that I’ve been a part of have so many strict editorial guidelines and rules and they actually prescribe topics to you. That’s not how we approach this at all. We were like, “That’s nonsense. No one is going to actually write about something that we want them to write about. We will empower them to write about the topics that they care about.” Instead of having an editorial line, we put together a framework where we’re like, “If your topic falls within design skills and methodology, design culture, and design leadership, we will publish it.” We would happily contradict that point of view the next week. We didn’t feel like there needed to be any sense of stream of consciousness around what we were trying to do because we really wanted to represent a healthy cross-section of the design community. We empowered people to write about what they wanted to.

The third thing was that we staffed differently than a normal content marketing team. We actually have people who will sit in a Google document and co-write with an author to make them feel better about the direction that their piece is taking and actually give them a really great engagement layer with a real human that makes it feel more like a partnership and less like they’re doing us a favor. We spend a lot of time with our writers to really give them a deliverable or a final piece that they’re really proud of. That’s a core tenant of the InVision marketing program, is make great stuff. Don’t be gross, that’s another one.

The last thing is that we did a lot of outbound work. This is not an easy thing. I feel like many people who set up a contributed program set it up, tell the world that they’re taking contribution, and then suddenly, the pieces will just roll in. That is absolutely not the case. We spent months and months and months going outbound, searching the internet high and low for writers who we thought were really great with something interesting to talk about and gave them the opportunity to contribute to the blog, but also told them that they would be getting a custom catered unique experience with a beautiful final deliverable that we would do the absolute best that we could to get as many eyeballs on as possible.

We also even started engaging syndicates so that when a fast company would pick up a blog post from the InVision blog, they got the byline. We didn’t care if we got the byline. We just wanted the links in the post, to be completely honest. We wanted to expand the breadth, expand the footprint of our content and we didn’t really care if we got the credit ’cause it wasn’t ours to take. It was that person’s credit to take and we were just basically riding on their coattails and providing them a hype machine in which to share their ideas with the community that they really cared about.

How did you design the blog at InVision to be so clean, clear and easy to read?

Everything that is on any InVision property is designed in house, which I think is different and I think that that actually helps with the deep understanding of the values of the company to create this really consistent thoughtful brand experience that expresses the company’s values. Plus one to doing things in house. From the perspective of approaching the blog, we were speaking to designers. We just took a design thinking approach. Designers, how do they want to read? What is the problem that we’re trying to solve?

We’re trying to communicate to designers something that they don’t know how to do yet around design leadership. What is the best format in which to do that? We ended up landing on this incredibly clean, no ads, no side bars, readable mobile-optimized experience because we knew that these designers are probably on the bus and they’re reading something or they’re on their commute. They’re probably not sitting at their desk at work. We did actually make sure that we backed this up with true facts about how people engage with our content, but the hypothesis was simply build the best solution for our audience. We cannot stress the importance of good web strategy and readability and accessibility with regard to web best practices. I would highly recommend all content people get comfortable and literate with what it is to design for the web. This is a really important thing, especially if your audience is technical. However, even still, a readable experience is going to do nothing but benefit you.

Get The Full Story

If you want to hear the full podcast, we’ve posted it above, and you can read a full transcript of this talk on Convince & Convert, where it was originally posted!

The post Content Pros: Why a Waiter Should Be Your Next Content Pro appeared first on Vidyard.

source http://www.vidyard.com/blog/content-pros-waiter-next-content-pro/