Content Pros: Increasing Sales by Decreasing Content

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 Hana Abaza, Head of Marketing at Shopify Plus, to discuss how business success changes the approach to content marketing. Check out the full podcast:


Here are a few of our favorite moments:

Where do you prioritize your efforts to align content with brand and demand?

Listen, content is a two-pronged thing. Yes, it needs to support the brand’s story, but really, for us, this is the major priority. It’s a demand generator. It’s a lead generator. It’s something to attract people to your business. The way we’re looking at content now is number one, looking at this strategic shift that needs to happen and how we approach content.

Blog 2 - Hana Abaza - Shopify Plus - Uberflip - Vidyard

For example, when you look at the Shopify blog, it’s incredible the amount of content Shopify has generated and created over the year. The blog is incredibly successful. They’ve got great everything. They’ve got great SEO, great topics, lots of great resources there. As we start to build up the Shopify Plus blog, one thing we want to keep in mind is we don’t want to duplicate the exact same thing, right? We need to change the type of content we create so that it’s more aligned with our personas as opposed to Shopify’s historical personas. We need to start to thinking of the breadth and depth of content that we create.

How do we get the sales team using the content so they can go out and build their own demand and fuel it?

Okay. I have to preface this by saying it’s hard not to be product pitchy with Uberflip because I did it for so many years. Speaking a little bit more broadly to this problem is the content itself is one challenge. You’re absolutely right, Tyler, in that the distribution of content, both internally and externally, in getting it presented in a way where it’s a) discoverable, b) consumable. The thing that I’m constantly saying, I even said this at Uberflip, is that your content has to be organized in a way that’s easy not just for your visitors to find but for your sales team to find, right? Content is probably one of the best tools that the sales team has. One of the to-dos on our list is to work with our sales enablement team to figure out how do we internally communicate this content? How do we actually categorize this content in a way that makes sense for people, sales team and visitors, to find it?


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!

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Vidyard Named One of Deloitte’s Technology Fast 50™ Companies

KITCHENER, November 9, 2017 Vidyard, the new generation video platform for business, was recognized for rapid revenue growth, bold innovation and its entrepreneurial spirit with a Deloitte Technology Fast 50 program award. The Fast 50 program honours the 50 Canadian technology companies with the highest revenue-growth percentage over the past four years.

Vidyard ranked 16th with a growth rate of 2140%.

The Deloitte Technology Fast 50 program winners are made up of public and private companies in the technology sector that have transformed the industry. Celebrating its 20th anniversary this year, the program augments the broader Deloitte North American Technology Fast 500™ initiative with winners automatically eligible for this elite ranking.

Vidyard’s CEO, Michael Litt, credits the company’s growth to a focus on innovation, culture and customer centricity. “We’ve always put our customers first,” Litt said. We thrive on innovation and have an incredible engineering team, but we always focus on solving real customer problems and delivering the best possible customer experience.

“New technologies have disrupted various industries in ways that were unimaginable a few years ago,” said Erica Pretorius, Partner and National Leader for the Technology Fast 50™ program at Deloitte Canada. “Fast 50 winners have led the way and I can’t wait to see where they take us next.”

To qualify for the Deloitte Technology Fast 50 ranking, companies must have been in business for at least four years, have revenues of at least $5 million, be headquartered in Canada, own proprietary technology, conduct research and development activities in Canada and invest a minimum of five percent of gross revenues in R&D.


About the Deloitte Technology Fast 50™ – The Deloitte Technology Fast 50 program is Canada’s pre-eminent technology awards program. Celebrating business growth, innovation and entrepreneurship, the program features three distinct categories including the Technology Fast 50 Ranking, Companies-to-Watch Awards (early-stage Canadian tech companies with the potential to be a future Deloitte Technology Fast 50 candidate) and the Leadership Awards (companies that demonstrate technological leadership and innovation within the industry.) Program sponsors include Deloitte, Aequitas NEO Exchange, Bank of Montreal, Bennett Jones, CBRE, OMERS Ventures and Wellington Financial. For further information, visit

About Vidyard

Vidyard is the video platform for business that helps organizations drive more revenue through the use of online video. Going beyond Video Hosting

Video hosting solutions are platforms that provide a storage mechanism for video assets. Basic hosting platforms typically store video on a server, and make use of a video streaming technology to serve the video to viewers.

“>video hosting and management, Vidyard helps businesses drive greater engagement in their video content, track the viewing activities of each individual viewer, and turn those views into action. Global leaders such as Honeywell, McKesson, Lenovo, LinkedIn, Citibank and Sharp rely on Vidyard to power their video content strategies and turn viewers into customers.

Media Contact:

Sandy Pell, Senior Manager, Corporate Communications, Vidyard | Email:

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