Hey guys, it's your host Blaine here. And today we've got some great news. We're launching a brand new private community for uploading and it's all about building your personal brand the right way. The community will feature access to some of the world's best content creators, some of who you've heard on uploading and more to come. The best news, this community is absolutely free to join, but there will be a vetting process to make sure that you're serious about your content and personal brand and you're ready to support others. So if you want to scale your content, boost focus, stay consistent, grow your personal brand and connect with other top creators, make sure to apply at castmagic IO/pledging community. We'll drop the link in the show notes and hope to see you there. All right, it looks like we're live.
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Why Every Founder Should Create Content
Speaker
Blaine
Speaker
Chris Savage
00:00 First live podcast with content creators today. 05:16 Tech evolution reduces video production costs dramatically.
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“The community will feature access to some of the world's best content creators, some of who you've heard on uploading and more to come. The best news, this community is absolutely free to join, but there will be a vetting process to make sure that you're serious about your content and personal brand and you're ready to support others.”
“this is our first live podcast of uploading and the reason I'm super excited for this is because in the show we bring on some of the best content creators and the biggest figures in content in the world.”
“Brendan and I, we're always scheming on ideas and we're just like, man, it would be so cool if we had this business that did like XYZ thing.”
“From my perspective, basically what keeps happening is that new technology comes out that makes it tremendously cheaper and easier to make video. And then the uses of video magnify and the expectations magnify.”
“I think while you should be using AI to aid in your content creation, you need to find ways to make sure that human beings that you can connect with are still really there.”
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So, Chris, super excited for this. Like we said, this is our first live podcast of uploading and the reason I'm super excited for this is because in the show we bring on some of the best content creators and the biggest figures in content in the world. We kind of break down content strategy and, you know, trends, everything that's going on with them. And we'd been doing it in the podcast, which we send out as a newsletter. But today, the live, the live recording, super exciting because now we can actually open it up to, you know, to a live audience. So what we're going to do is we're going to do a quick little interview, we're going to chat through a lot of different things. We've got the chat. I can already see Ashley, Ramon, Nick, Shin and Kim, you know, saying what's up in the chat? But, you know, as you guys have questions throughout the conversation, you'll be able to drop those in the chat and we'll also be able to open this up towards the end for kind of a private little Q and A.
So without further ado, let's, let's go ahead and kick it off. So today we are chatting with Chris Savage, who is the co founder and CEO of Wistia, a video marketing application that makes it really easy to host, customize, promote and track your videos. If you guys haven't noticed that, we're watching this recording in Wistia right now. And Chris has been a key figure in the video content space and an expert in building authentic personal brands in the era of infinite content. So in today's episode, we're going to cover why text based platforms like LinkedIn and X are shifting focus towards Video content. How creators can maximize their impact with both long form and short form videos. Secrets behind crafting a successful personal brand that stands out in a world of AI generated content. And where Chris sees the future of content creation headed from AI to AR to podcasts and beyond.
So we're going to cover a lot. But Chris, I'll let you kick us off. Why don't you first tell us a little bit about your background in the creative space and how you got started building Wistia. Yeah.
So first of all, thank you for having me excited to be here. Um, and yeah, I've been in this space for a long time. So when I went to college I focused on film and video. Um, and that was the first time I really admitted to myself that that's what I wanted to do, which was like to tell stories. Um, and that looked at the time like making short films and working on documentaries and stuff like that. And then my co founder and I, my best friend from, from Brown, his name is Brendan Schwartz. Brendan and I, we're always scheming on ideas and we're just like, man, it would be so cool if we had this business that did like XYZ thing. I remember being jealous because there was some, we'd heard a story of some other guy who had patented a shark proof scuba suit and this kid had like come with this idea and like sold it for like $300,000 or like, see, here's a coffee.
Why can't he do, why does he get to do that? We can't do it. And this like passion for building stuff turned into Wistia about a year after we graduated. And it was really just seeing this huge shift in how people are using online video. It's like the earliest days of YouTube. YouTube launched in 2005, we graduated in 2005. We saw it, clocked it and said this is the beginning of something new. And when we dug into it, they were using a lot of the open source tools to do encoding the video, which meant that basically you didn't have to be an expert anymore. So we started in 2006 thinking that we would do this for six months and we had no money.
And we thought that within six months we would sell the business and be rich or we thought we would just fail in obscurity. That was kind of our strategy and that's not what happened at all. It turns out things took much longer than we thought. And along the way we became a video marketing platform and do this huge broad set of things to try to make it easy for marketers to use video. But as a company, we really built a brand around making video, teaching people how to make video, educating and enabling how to make video. And that's been at the heart of. Of what we do.
And so you guys have been at it for a while. I'd love to know how you think about and how you guys have seen kind of the evolution of video. Right. Because like we said, you know, YouTube putting videos on the Internet 2005. But like, we've come a long way and we've seen all different sorts of content formats develop really rapidly. Right. So what does that evolution sort of look like? How have you. You've seen it from your perspective?
From my perspective, basically what keeps happening is that new technology comes out that makes it tremendously cheaper and easier to make video. And then the uses of video magnify and the expectations magnify. So the first big one I saw was the dslr adding video so DSLR cameras, you could now record video that looked really amazing with great lenses. And it took the average price of creating a video from tens of thousands to thousands of dollars. And so suddenly we used to talk to companies and say, hey, are you going to make a video to launch this product? I'd be like, that sounds great, but I don't have an extra 30 grand to suddenly all we're doing it. And then the next big shift I saw was the iPhone supporting video. And that had a very similar effect, which went from like thousands of dollars probably to hundreds for someone to be able to make a video. And it started to change expectations.
And then the next big shift after that was actually really in 2020, when people started to see their computer as a camera. And so now the thing you work on every day, like, especially if you're about. You're. You're on camera all the time. Everyone's constantly saying, like, can we make a video so we don't have to have a meeting? Or I can't meet this person in person anymore. I have to create a video. And I think this has been maybe the biggest change that we've seen just in that, again, it's much cheaper, it's much easier, it's sitting right there with you. And it also makes it easy to show off stuff that's on your screen.
And the one that we're at the beginning of is obviously AI creation, where you're almost decoupling the human being from the number of assets you can create.
Yeah. And I'd love to kind of double click on the new One like we're seeing in terms of AI, I think it's something that a lot of people think about and I think you're spot on in terms of how technology has sort of like shaped how easy it's been to create video. And then the market sort of shifts. And in this new world of AI, I think some of the questions are right, like there's. And we've started to see it across platforms like TikTok Instagram, you've almost got like unlimited video now, right? So like, what is this? What does this new world look like for creators who in the beginning, right, going back to your supply, demand, sort of thinking about. And I remember this, even for us, when we first started our podcast, we would make video clips because it was like, it was easy. And we're like, oh, we make video clips. No one else is making video clips.
We're going to grow. Then what we started to see was as we make video clips, if we're not like being strategic and thoughtful about how we make them, they're just going to flop. Because if you just cut out a random part of the video, post it, well, guess what? You're competing with a lot of people and a lot of video sort of talented editors who have, you know, pushed the envelope a little bit further and use the tools in that they've got to improve on what you've got. So where do you see it going in the world of AI? Is it something that just gets absolutely flooded or do the best people still stand out? Like, how do you see this evolving?
Well, first, I think the best people will continue to stand out. I think if you can do world class things, that usually works. And it's hard to do world class things. And it requires people who are world class, who have an environment of trust, I think, to really push back and to be really creative. And so I think the best people will be fine. I do think it creates a situation which is much more difficult, which we kind of saw with text. You know, if I were to go back to text at the beginning, it was like, hey, if you write a blog, you're going to get traffic because there's so few people writing about anything. So you could write bad stuff and you get a bunch of traffic to your website.
Then as more people start to figure that out, it's like, okay, like it's harder. The stuff I make has to be better. And I think, you know, flash forward to where we are now. What we see is the social platforms have tuned their algorithms so that they encourage like Unique opinions, unique research, unique perspectives that are related to a human being. And so I think that's good. And same exact thing to be true with video. Has to be unique, has to have a unique perspective, has to be authentically real. I think in a world with unlimited, infinite content, it changes what's important.
And so where today we don't have all these, like, there's AI avatar content, but it's not the majority of the content. If that's the majority of the content, and you have a sense that that is the case, it's going to be hard to figure out who to trust. I think a lot of trust, who do you trust? Who's your friend whose recommendation actually matters? And I have a feeling that, like, already in a world that's busy with infinite choice, we rely on our friends and we rely on tastemakers and experts to guide us and decisions. I don't see why that isn't going to continue to be true, if not much more true. So I think while you should be using AI to aid in your content creation, you need to find ways to make sure that human beings that you can connect with are still really there. And obviously they're like. I mean, this is actually a perfect example. We're doing a live event.
People ask questions. We can answer them. You can tell it's like, really you and me. And then if you see us posting a lot of other stuff later and you're like, following Blaine, you see all the content that Blaine posts. If you asked a question in this session, he answered it. You're probably going to feel even more like that answer that Blaine gives you is real. And I just think that trust that you're connected with a real person is going to become a lot more important. And then the other thing I would say is if someone can tell that you're making AI content, they inherently know that the work to create it was easier.
And so it's often devalued, which I think is why, again, it comes down to making great stuff. Like Cast Magic makes it very easy to make a ton of content that could be abused or it could be a superpower. And I think it's like, if you get in there and you're a great writer and you have a lot of options to edit, you find the things that are right, things, you make that really funny, engaging post, it's still going to perform great, but it requires pushing it to get to that level where it, like, really stands out.
Yeah, and I think that's a really good point. That's What I tell everyone, it's like the goal isn't just putting content out for the sake of it. Like, when you're working with AI, you should. Anything that you're publishing, you should be like, you should feel proud to publish it. Right? So whether that AI draft got you to 99% or 90% and you had to put in some work, it's still got to clear your bar. And you're kind of the curator in that sense. You're the curator and the writer. But I think that's spot on in terms of, like, how audiences are going to continue to resonate with content and where things are going to go.
My next question, as it pertains to the future of content is going to be about Liz, what else does the future hold? Right. We've got AR coming out VR. You know, I actually had the Apple Vision Pros for a little bit and.
Your turn.
I did, I did. It was just a little heavy on my head and my eyes hurt, but I was like, I'm going to go back for the next one. But, you know, we've got live streams that are new. I mean, we're basically doing a live stream. So, like, we kind of talked about. There's so many different formats. Is there anything else that you guys are thinking about in terms of the future where. Where this sort of goes that, you know, is going to be really exciting for video?
I mean, you are touching on the biggest things. Like, I think. I think on the. I think there's a lot of time that you want a story to be told to you, and that's where video is going to work. And the question is, like, when you're searching for answers to things or searching for explanations or searching for entertainment, is there video in those places? And it could be on a website, it could be on your phone, it could be in Apple Vision Pro, it could be in some future AR glasses thing. I just think that the. I think the biggest thing is that expectations continue to shift, that some people want to watch and some people want to listen and some people want to read. And so you have to give everyone those options.
And the longer we go, the further into this shift we get and the further we get into this expectation change, where you kind of can't just sit on the sideline and not make video. And so that's kind of how I think about it. I think all the places where people can watch, like, we'll make sure that it's easy to make stuff in all those places. The thing that's going to Stay the same is like telling a great story and explaining something simply and making something entertaining matters. And so that's gonna be true no matter what the medium.
Chris, now I want to talk to you about you as a content creator and your personal brand. Right. You run a massive company and, you know, you guys are. You guys obviously do a pretty good job with video. But talk to me a little bit about how you think about personal brand, why you create content. I know, like, there's a lot of people who run companies, but, like, maybe don't create content. Like, I think a good example is actually we were just chatting about, like, Descript, right? Like, the founder of Descript. I remember they had him, like, put out a little bit of content for a little bit, and it was, like, kind of really weird.
And I don't think I've seen much content from him since. But, like, you, like, really lean into it. Like, we really lean into it. Like, we're putting content out. So, like, how do you think about, like, being a content creator yourself? What is your content strategy? What, you know, why do you create content?
Yeah. So, I mean, thanks to the layup, I think, basically first on this. But, you know, it's. It's funny. So we've been around for 18 years. Years, like three to eight. I made a lot of content. I didn't call it that.
Like, I was posting on Twitter basically all the time, and I was like, oh, today we did this and today we did that, and here's what I had for lunch, you know, and it was, like, actually very easy, and I was very naive about what I was sharing, and I didn't really understand the impact it was having until I stopped doing that. And I stopped doing. I'm like, hey, I don't need to be in the details as much. Like, this isn't as rewarding or this isn't. I'm not getting enough leverage out of my time, is kind of what I thought. And then a few years ago, I was like, I think there's a good question every founder should ask themselves, which is like, really? Everyone should ask them this. But in particular, founders have to ask themselves this question, which is like, what's the thing that I can uniquely do that is going to add value? And when you are growing, you have to ask yourself that question a lot because you hire people and you delegate whole opportunities and parts of the business and stuff. And I asked myself that question.
I was like, well, there's a part of telling the company story that I'm. That isn't Being told, you know, we're trying to tell it through journalists, we're trying to tell it through pr, but I think I could just go direct and try to tell this story myself. And so it started pretty simply as like I asked myself that question and then I started posting on LinkedIn like twice a week or something. And a few of the things that I did post worked and I like, oh, this is cool. And then over time it became easier and more fun to do and I realized not only am I like telling the story, but I'm actually engaging with the community that cares the most. The people who are like tapped in the most and have the most opinions, the most feedback the most questions. Um, and so now the way I look at it is like, are that, oh, so that's me very specifically telling the company story. There's also just a higher level trend in terms of how we make decisions.
And you know, you look B2C, it's like it's all influencers, it's all social, it's all basically connections to people who are the experts or person in your life who recommend different things. And I had a bet though, like this is going to happen at B2B too. And also it isn't really yet and who would this person be? So it made sense that I could like take on that role and try that. And so now what I do is I post about Wistia maybe 10 to 15% of the time. I post about a lot of the stuff like I've learned from the journey of building the company and am actively learning. And then I talk a lot about what we do on the marketing and video side and that that seems to be the right balance so far and it doesn't hurt that also like if you know this when you do podcasts and stuff, like you get to talk to really interesting people and it's actually fun. And so it's gone from something like, I don't know if it'll work, like something I genuinely love doing. And we can see in the data that it has like a real impact.
And so it's really nice because like I love doing it and it gets. And it has an impact. And so those things are the best because you get to keep doing them.
So if you had to break down your like personal content funnel or whatever it looks like right now, what is it? What does exactly it look like? I know I remember we, when we met at HubSpot's inbound conference, you were at your guys booth and you were just like ripping content. The Entire time, video, content, interviews, like, everything, while you guys had this massive conference going on. So, like, if you just had to break down today.
What?
Yeah, your content funnel. Like, you know, I do video. Yeah.
Yeah. So LinkedIn is kind of top of the funnel, and the LinkedIn is like a lot of text posts. Eventually I figured out that the newsletter that's native to LinkedIn is a really good thing because people don't see all your posts. Um, the only way that even if they subscribe, they only see all the posts if they subscribe to the native newsletter. So I do that once a month. I do the posts at least once a day. Um, I do now vertical videos usually once a day on LinkedIn. And I kind of think of it as, like, the content's gonna attract an audience on there and then the content that's gonna retain it.
So a lot of the vertical video posts, a lot of the, like, entrepreneurial kind of like leadership, mindset, growth mindset stuff is like, very broadly applicable. That's kind of top of the funnel. And then the stuff that's, like, closer in on the ground, learnings into marketing and stuff is like, longer form retained posts. And then I have a podcast called Talking Too Loud that I've been doing for four years, and we do that. We do an episode every other week, and we take a lot of clips from the show and Those go on LinkedIn and they also go on TikTok and Instagram and YouTube, and those are really good for if we can get the right clips. We've had a lot of stuff, like, really take off there. That brings people into the podcast. And so the podcast is the hardest thing to grow by far, but it is the one that if you can get people in there, they tend to stick around.
I know this is, like, not new. And then I think the other piece of the puzzle that we've realized is that when you can get this long form content, not only should you break it down into one clip, but like many clips and newsletters and many social posts. And so now I have this thing, this kind of engine humming where we have tons of stuff from Talking Too Loud. We have a reason to talk to really interesting people. And that fuels, like, LinkedIn and then LinkedIn fuels talking to them. So the two work really well together.
Awesome. And what advice would you have for, you know, other people who want to create content? And maybe it's. Maybe it's tough to be consistent. Maybe it's tough to identify, like, their core pillar. It seems like right now you guys have A really good, solid thing with, you know, your, your long format pillar content in talking too loud. And you're able to then take that and kind of distribute. Distribute it across all your different properties. If you're just getting started, that's like very over.
It's a little bit overwhelming, right? Because you're like, oh my God, I have to be doing all these things. Like, how would you approach it if you were just starting out?
If I was just starting. I think the most important thing is picking what, which channel is your main channel. If you're B2B, I think it is LinkedIn. If you're not B2B, I think it IS like YouTube or it IS like Instagram or TikTok. But the key thing I'm saying or. And the reason I'm saying or is that they're all different. They have very different incentives, very different things in the details as to what works and what doesn't. And that is pretty surprising, actually.
I, you know, you. Because the format of it's all text is basically the same in terms of go. And now the video formats are like, it's all vertical or it's the same everywhere. You can take the same file and put it in five places. And it's really tempting to do that. Rarely that will work, but most of the time I found that you just have to be zeroed in on. On one channel. And I think the other piece is like, most of us never get far enough in one channel to understand, like, the impact it can really have, you know?
Yeah, 100%. And that's something that we've been seeing a lot of. And actually it was on our last episode of uploading, we were chatting with a YouTube strategist who was basically like, you know, we were like, do you just put your podcast on YouTube? And he was like, put content on YouTube that, you know, you think is going to do good on YouTube, like make a good YouTube video. Don't just think about repurposing things for the sake of it, but like, have a strategy there. And that's kind of goes back to what you're saying about, like, pick the one thing that like, you're good at, whether it's the LinkedIn, whether it's X, whether it's YouTube, whatever, that you start with one channel and then from there you can start optimizing for all your different things, making sure that it's like really platform native and, and speaks to the audience that's going to be living on that channel. The other question that I had for You. That kind of ties into the business and the branding side that a lot of people see is, like, how do you draw that line between, you know, the. The messaging of the company and your own personal branding messaging? Right.
Like, how did those two live together?
That's a. That's a good question. We. They're very separate. So there is, like, you know, if you were to look at, like, our messaging documentation for Wistia, you'd be like, oh, my God. Like, there's a lot thought out here. And there is, like, our product marketing team is looking at, like, every feature, what the messaging for the feature should be, what messaging should the. For that area of the product should be, how that should interplay with other areas of product, how what that means for competition, what that means for, like, the problems that people have for different areas and stuff.
And on the personal side, it is, like, it is more ephemeral. You know, it's there. We do have some clear areas that we play in and clear audiences that we're talking to. And the overlap when you hit Twistia is like, Chris's perspective on Wistia, and. But people know it's my perspective, and actually, I think it's been really helpful to be free on that and, like, give myself the freedom to talk about it the way that I want to talk about it and. And trust that people are, like, smart enough to realize, like, what Chris says over here is his perspective on this versus just, like, the company. So, like, where Wistia is not going to say, like, I'm super excited to. Wistia is not going to personally talk about the feelings that went into, like, making a thing.
I might. And that might be what you expect from me. And so I think that's, like, the interesting part that's a little bit different, but has. Yeah, it's been very freeing and I think really nice to have both those. Those different things work at the same time.
Yeah. And I think it's kind of one of those things that you just have to start doing, because if you're like, a CEO of a company and you haven't been putting anything out, then, like, all of a sudden you're like, oh, my God, this is, like, so weird. And it feels like, you know, a lot to think through, whereas once you've kind of got that rhythm going, like, you're kind of good, your company's doing your own. Its own thing, and then you're doing. Yeah, your thing. Right.
I. I think it's kind of like, I try to remind myself if I was In a conversation with someone in person, they asked me a question about w what would I say? And I don't censor myself. Like I just say what I really think and I share what I'm excited about. I share this new thing that's coming up that we just did or something we're about to do. And that's what people like. Like we just want to have connections with other human beings. So I think if you come out as the founder and you make a bunch of content that sounds just like the brand, it's probably not going to perform super great. And if you make a bunch of content that sounds like you as a normal person, it has a real shot of sounding right.
And talk to me a little bit about content workflow stuff. You know, you mentioned you've got your newsletter, you've got your clips, you've got all of this. Clearly, you know, anyone at that scale works with other people, whether it's videographers, editors, producers to some sort. So just from an operations perspective, walk me through it. What is it? What does it look like to be able to create content at your scale?
Yeah, so I have about one the two different people helping me with like a lot of the content that we're writing helping me. Like we basically meet twice a week and it's like, hey, what worked last week? Let's talk about it. What do we think we should do this week? And so it's kind of the beginning of the week into the end of the week. That's worked extremely well. That's probably about one full time person, I would say. And then I'm an amazing producer of the podcast. And so she and I are on the podcast together, asking questions of guests together and she goes through and does like paper edits on the actual episodes themselves. And she also helps source information on like the guests that are going to be coming on.
So that when we're talking to someone that we're actually like well researched enough that we really know what we're talking about and are getting to the meat of the good conversations. And then we have some editors that help us both editing the full length versions of the podcast, the video version and the audio version and also making clips. And so it's like that's kind of the scrappy team that does it. And I think the cool thing is because we're this scrappy team and we've also been on the problems of that were challenges, opportunities, whatever words you want to call it of like growing this thing for a while, you know, when you do that, you start to build up enough trust, you take risks, and suddenly you, you know, you get a breakthrough, you figure out why you get the breakthrough, you get to keep. Keep going. But it's a, it's a small and mighty team.
Love that. And then, you know, one of my last questions as we sort of wrap up here was going to be about, you know, how do you, how do you think about podcasting in general? Right. It's. It's something like you had mentioned before, podcasting, it's one of the hardest channels to grow.
Yeah.
You know, it's tough to retain sometimes it's tough because you don't get the feedback. So I'm super excited for this format because now we're going to have some live audience feedback and then we'll be able to, like, obviously publish the, you know, the fully produced episode. But just in terms of strategy, right, you know, how do you guys think about it? Is it fully guest driven? I know you said you have a couple people who help out in terms of, like, crafting and, you know, doing some research around the conversations. But, like, you know, how. How do you think of it? How do you not burn out? How do you make sure it continues to grow? Like, what's your podcast strategy?
So the first part, I'll go in reverse. Like, how do you have burnout? I. I think a lot of things are. That is actually the question because, like, we don't stay on problems long enough to actually understand them and actually break through. And, you know, usually it takes like a small group of smart people who are staying on something to figure their way through it. This is true with content, this truth bully product. Like, this is true with marketing. This is true with sales.
It's true with everything in my opinion. It's like small, team, smart, committed on it breaks through. So you want to not burn out. So the way to not burn out is to have the actual work be fun. That's like, I believe that you look for people who actually like the work itself and that adds up so that you don't burn out. And then the other way is, like, it's not bad to be stressed. Like, you want to get big in the gym, guess what? You're going to be stressing your muscles a lot. The issue is you need to recover.
And if you don't recover, you don't make progress. And like, modern athletic science, like, knows this now, right? Like, if you don't recover, you will, you will not make progress. You will get injured. And that's the same. I See, as work. So, like, you could. You're going to be stress work. You have to take breaks.
So that's just the. On that piece in terms of, like, the podcast itself, like, I think that one of the most important things I've seen is, like, you need. You need to have a base of data to understand what's actually working and what's not. So examples of things to look at are, like, how quickly episodes take off, the first 30 days. So is there any difference? Like, we did a lot of different types of episodes because of that stuff I did inbound. So normally we record remotely. We've done maybe like five episodes. We've shot in person, a little more than that, 10 or something.
And then this last inbound, we shot 15 in two days in person, and we titled them differently. And so when you can go in, you can see that the titles are having an impact on takeoff. It's actually. Some of the titles were not as good, but we changed the beginning structure of the show. So we look at engagement, and it turns out Engagement, which is like people staying with the podcast much higher in this new structure. So you look at these two things together, and you're like, okay, the titling is really mattering here. Like, we need to have the titling be better. You look at the engagement at the beginning like, okay, if I can get someone to the interview, they basically stay.
So how do I get them to stay in that first three minutes? Like, that seems like the most important thing. And then the other question on the upside is if you have a thing that people are sticking with, even if your numbers are flat, I think that's pretty good in the sense of you've gotten an audience that likes what you have. They might be sharing enough yet, but they at least like. Like some of the things that you have. Then the question is how to get more people into the audience. And the best way seems to be to make content that is explicitly for the purpose of showing off, like, some of the things that you can learn. And that might be like an actual clip that's highly edited for the channel you're putting it on. It might be a trailer that you record.
It might be a newsletter. Whatever it is, you have to give people a sense of. It's like any product, like, yeah, I need to tell you in 15 seconds why it's worth you spending 35 minutes with this. And if I can and it delivers, you got another audience member. And if you can deliver consistently, then it starts to grow. And so that's how that's how I think about it.
One other thing, slightly different than the podcast, but actually I guess sort of relevant because I heard you say this on a podcast was about how a lot of times things take longer in business than you would think. And sometimes, yeah, you may reject things that you don't think are getting traction but are actually, in fact working. Could you explain a little bit what you mean by that, how you've seen that phenomenon manifest itself in Wistia and what that, you know, how you other people who might be tuning in can apply that to their own personal journeys, whether it's content related or business related.
Yeah. So I would say most people underestimate how long it will take to find traction on something new. It's often harder than you think to make a thing that people actually want to use or like consume. But if they ever get there, they also underestimate how far they can take that thing. And so what I mean by that is, like, you have a product, you have your browser say Wistia. So early days of Wistia, we make this product. It's hosting for the videos on your site. It's a player that looks good, it's analytics, and there's no related videos and there's no ads.
That's the most basic version of what this is. Right. It's like you're going to use Wistia at that time to like, put a video on your website and have it look great and not have to worry that there's like competitors videos showing up because it's on YouTube and that's their business model or ad structure. Business model. You're not going to worry about SEO. And we got to that place and then we started making this, like, really creative content. And it was not about our product at all. It was like about all the things around our product.
It was like delivering on our mission, but not about the product. And so it would be like, hey, this is how to look good on camera. This is how to light a conference room so that it looks like a studio. Or like my backdrop is from a show we have called Fix My Setup, which is like a continuation of this, where we take people's setups and fix them. But there's all this other stuff. And it was really fun, irreverent, there's jokes in the middle of there, it's useful and it was working great. And then we start thinking, okay, this is working great. Like, we need to try more stuff because this is working.
What other things can we do? So we try many, many, many other Things, some of them work, but they're basically a distraction from going bigger on the original stuff that was working. And we had to learn the lesson the hard way that, like, hey, we took that one thing, it kind of diversified our distribution. It didn't give us 10x more, you know, it gave us like 50% more. And when we went back to the original, like, just make the really creative, really engaging, brand centric content about all these other things, we grew much more easily with the same thing. And I think we just underestimate. Like, to get anyone to pay attention to anything is hard. And it is. And then to get someone to feel something is hard.
And so we had actually done those things and didn't understand that there was a different way to scale them. And then I think in terms of the kind of like, false positive, false negative thing, we had a moment where we had a side product, side project that was another product called Soapbox, which was a tool that you could use to record your webcam and screen. It launched like, three months after Loom. We had the same idea. Loom launched like, oh, my God, these people launched this thing. We should do this. We don't build it into Wistia, make it a separate product. And then maybe after six months, we're like, all right, let's make a version of this so you can pay for.
And the version was like, you could download the videos and remove branding. That's it. Well, we're at like 10,000amonth in revenue for Soapbox, and we set a goal that year to go from 10,000amonth to 100,000amonth by the end of the year. We should 10x it and we can 10x. Say we can 10x it. Wistia @ this point is like, I can't read the exact numbers, but, like, 20 million in revenue. So, Wistia, 20 million in revenue. Soapbox, 10,000amonth.
It's more just like, so confident, cocky. We're like, let's just kind of take off. So put a bunch of effort into it. And that year, soapbox goes from 10,000amonth to 40,000. So 4x's the run rate. But because we had this 10x goal basically from like, month three, every conversation is like, we're behind, we're behind, we're behind, we're behind. Like, why are we so far behind? We're behind, we're behind. And everyone is, like, stressed, basically.
And so when it gets to the end of the year, we're looking at, like, how should we divide up resources for the next year, we don't know. Like, we have one product team on soapbox. We had two product teams on Wistia. Again, Soapbox at 40,000amonth, Wistia is like 24 million or 25. I can't remember the numbers. Like, it seems insane to have two proxies on Wistia, one on Soapbox. And so we kind of like let it by itself. It keeps growing with nobody on it.
And then eventually we just didn't have a team on it. We just put all our resources back in Oistia. And so you would think we set good goals, yada, yada, but what actually happened is that we just set a target that was too high. And so the target framed our own evaluation. Because when we later got the data on Loom's revenue, we were bigger than Loom the whole time until we truly stopped investing in it at all. So we thought we sucked. We were the leader in the market from a revenue perspective. And it was just one of those lessons of, like, it's so easy to get, like, trapped by the market expectations and think like, oh, everyone's tedxing, everyone's tedxing.
Like, that's what I'm supposed to do. And in the same way, like, we. We underestimated that we actually had traction, how far we could have taken it. And the simple structure of the goals is what mattered. And so I just really encourage folks, like, if you're building something and it's early to give yourself some grace and understand that these things don't just go up in a line. Like, they go like this. That is how it works. Like, you're going to have some weeks, you're like, oh, like, if it keeps going down like this forever, we're out of business.
Usually doesn't happen. And you have some weeks where it goes. If it keeps going up like this, like, I'm going to just be so rich. Next week also usually doesn't happen. And it's just the framing of the goals really matters. And that's the place where it's like, really easy to make a mistake.
I love that. I think that's so helpful in terms of context. I know it's something that I've seen, and it's almost like an imposter syndrome sort of thing where, like, you think everyone's doing so much better than they are because you can only see, you know, something that's facing outwards in a certain way. So I think that's something everyone can resonate with a little bit. And, you know, hopefully that's a learning that we can carry forward, that you guys can carry forward. And also everyone that's tuning in. And Chris, as we wrap up here, why don't you just shout out your socials? We are going to get into Q and A, but we're going to do the Q and A after we kind of wrap things out, just because, you know, so people will come and show up for the live ones in the future. So why don't you shout out your socials where we can connect with you, where we can learn more about Whiskey and follow along.
Absolutely.
Your, your, your, your content journey. Yeah.
So you can find me many places on LinkedIn. Chris, I was on LinkedIn. The podcast is talking too loud. So just search the Talking to Loud podcast wherever you look for podcasts. And you can check us out@wistia.com w.com.
Also generated
More from this recording
Castmagic LinkedIn Post
Feeling like an imposter is more common than you think — even successful founders experience it.
In this episode of Uploading..., Chris Savage, Co-founder and CEO of Wistia, joins host Blaine Bolus to share his journey building a leading video marketing platform.
We unpack Chris's approach to personal branding through content creation, the importance of authenticity and consistency, and strategies for maximizing impact with both long-form and short-form video content.
Chris also shares his insights on the future of content creation, from the role of AI to emerging trends in AR, podcasting, and more.
Listen to the full episode here: [link]
hashtag#contentcreation hashtag#personalbranding hashtag#videomarketing hashtag#wistia hashtag#uploadingpodcast
3 quick tips
Here are 3 tips for founders to create unique content:
Share personal stories
When you share personal stories, your content becomes:
• Relatable
• Authentic
• Memorable
Embrace video content
81% of businesses use video as a marketing tool.
Video is no longer just a trend.
It's a must-have for:
• Increasing engagement
• Building trust
• Showcasing your personality
Experiment with different formats
Don't just stick to blog posts.
Try:
• Podcasts
• Live streams
• Short-form video
Variety keeps your audience engaged.
The key is to...
Be consistent
Provide value
Have fun with it!
Remember, in a world of AI-generated content, authenticity is your secret weapon.
1 Hack 3 tips
Here's a post based on the context and strategies covered in the recording, matching the tone, style, and format of the example:
There's 1 content creation hack you can use to build a cult-like personal brand:
(Chris Savage, Blaine, and top content creators all use this):
The "Authentic Perspective" narrative.
• Chris Savage vs. "Bland corporate messaging"
• Blaine vs. "Shallow, forgettable content"
• Top creators vs. "AI-generated, soulless content"
When you make it clear what unique value you bring to the table, your brand acts as a magnet for those who crave authenticity.
This creates a sense of trust + loyalty because you share a genuine connection.
Does it require more effort?
100%.
But if no one remembers you?
Then no one truly engages with you either.
The last thing you want is to be just another face in the crowd (AKA forgettable) to everyone.
So, how can you apply the "Authentic Perspective" narrative to your personal brand?
Step 1) Define your unique voice
• Identify the key experiences and insights that shape your perspective
• Think of what/who lacks this authentic touch (you can use audience feedback to help)
(This doesn't have to be a specific creator or brand, it can also be content styles or trends)
For example, I believe in:
• Candid storytelling > Polished scripts
• Actionable lessons > Vague platitudes
• Engaging delivery > Monotonous monologues
Step 2) Consistently showcase your authenticity
• Use relatable language to make your content accessible
• Create content around your unique insights and the contrasting approach
• Use real-life examples to illustrate your points and strengthen your narrative
Step 3) Create a sense of belonging
• Respond to comments on your posts
• Interact in the DMs with your "tribe"
• Make your audience feel heard and valued
In a world where everyone is drowning in generic content, speaking from the heart with a distinct perspective is a superpower.
💬 Keywords
Imposter syndrome
Learning and resonance
Q&A sessions
LinkedIn content
Talking to Loud podcast
Audience engagement
Content strategy
Audience growth
Patience in business
Content creation
Wistia early days
Video hosting
Diversified content approach
False positives
Market perceptions
Resource allocation
Goals and expectations
Self-storytelling
B2B influencer trend
LinkedIn content funnel
Cross-platform sharing
Podcast promotion
Content creator advice
Platform-native content
Personal branding
Company messaging
Authentic communication
Content workflow management
Podcasting challenges
Data-driven strategies
💡 Speaker bios
Chris Savage is a veteran in the field of film and video production, with a particular passion for storytelling. His passion was realized in college where he eagerly focused his studies on film and video, often dedicating his time to creating short films and working on documentaries. Close friend and co-founder, Brendan Schwartz, and Chris often spent their time at Brown University brainstorming business ideas, one such idea was prompted by a young entrepreneur's story of patenting a shark proof scuba suit. This motivated them to delve into the realm of entrepreneurship and begin their journey of establishing a business of their own.
💡 Speaker bios
Blaine is a passionate and engaging host known for his commitment to helping others build their personal brands. He is the brains behind a private community platform which emphasizes collaborative growth in content creation. The platform, which hosts some of the world's best content creators, is geared towards fostering consistent, quality content while upholding a strong personal brand. Blaine champions a strict vetting process to maintain the high standards of the community. His prime objective is to proliferate creative collaboration among outstanding content creators while also offering opportunities to new talent. As an encouraging facilitator, Blaine invites serious applicants who are dedicated to the improvement of their own brands and are willing to support others.
ℹ️ Introduction
Hey folks, welcome back to another episode of Uploading! I'm your host Blaine, and have we got an incredible discussion in store for you today.
I had the pleasure of sitting down with Chris Savage, Co-Founder and CEO of the video marketing platform Wistia. Chris shared his wealth of experience and insights on what it takes for founders and creators to develop impactful, engaging content in today's rapidly evolving digital landscape.
We dove deep into some fascinating topics - how video has transformed content creation, leveraging AI tools strategically while maintaining human authenticity, building a unique personal brand that truly connects, and looking ahead to the future of AR, VR and interactive media.
Chris's journey is equally inspiring, from his early days harnessing the power of online video to co-found Wistia, to his current role as a respected thought leader. His wisdom on staying true to your voice, providing real value, and adapting your content strategy is incredibly valuable for any founder or creator.
So whether you're looking to start sharing your story, grow your brand presence, or take your content game to the next level, this discussion is packed with actionable takeaways. Get ready to hit record and soak up these insights from a master of the craft.
Here's my conversation with Chris Savage, Co-Founder and CEO of Wistia, on why every founder should become a content creator. Let's upload this!
📚 Timestamped overview
00:00 First live podcast with top content creators, featuring interviews, chat interaction, and a Q&A session.
05:16 New technology continually reduces video production costs, increasing usage and expectations, from DSLRs to iPhones.
09:32 AI can aid content creation, but trust and human connection remain crucial.
12:41 People have diverse media preferences, requiring content to be available in various formats like video, audio, and text to meet shifting expectations.
16:40 B2B is embracing influencer-like roles, with sharing personal experiences and industry insights proving effective, especially in marketing and video. The impact is evident in the data.
18:48 Vertical video posts cover broad topics like leadership and mindset; longer content dives into marketing. The "Talking Too Loud" podcast, a four-year project with bi-weekly episodes, uses clips on social media to boost engagement and audience retention.
21:58 Focus on creating platform-specific content with a strategy, starting with one channel. Balance company and personal branding messaging.
26:36 Small, well-researched team with editors produces podcast content and achieves breakthroughs through trust and risk-taking.
30:01 Improved titling and show structure boosted podcast engagement and retention.
30:37 Engage viewers in the first three minutes and create shareable, highly-edited content to attract and retain an audience.
33:52 Focus on the original successful strategy for better growth; distractions dilute impact.
38:08 Perception can distort reality, like imposter syndrome. Everyone can relate and learn from this. Follow Chris on social media to connect and learn more about Whiskey. Q&A will follow later.
📚 Timestamped overview
00:00 First live podcast with content creators today.
05:16 Tech evolution reduces video production costs dramatically.
09:32 AI content affects trust; human connection remains essential.
12:41 Media consumption preferences require multiple content formats.
16:40 B2B influencer marketing role with personal insights.
18:48 Vertical videos attract viewers; podcasts retain audience.
21:58 Create platform-specific content; prioritize strategy and focus.
26:36 Small, scrappy team efficiently produces podcast content.
30:01 Titles and structure improve podcast engagement significantly.
30:37 Engage initial viewers, expand audience with content.
33:52 Focusing on original ideas boosts growth effectively.
38:08 Imposter syndrome realization; connect with Chris online.
❇️ Key topics and bullets
Introduction
Podcast name and episode title
Speakers and their roles
Key Facts from the Episode
Imposter Syndrome Discussion
Learning and Resonance
Closing Segment
Guest Socials and Content
Content Strategy
Importance of Initial Engagement
Increasing Audience Size
Patience in Business and Content Creation
Wistia's Journey
Early Days and Unique Product Offering
Diversified Content Approach
False Positives and Market Perceptions
Resource Allocation Dilemma
Reflection on Goals and Expectations
Personal Branding and Content Creation
Initiating Self-Storytelling
B2B Influencer Trend
Content Strategy and Balance
LinkedIn Content Funnel
Podcast and Cross-Platform Sharing
Advice for Content Creators
Balancing Company and Personal Brand
Content Creation Process and Management
Expressing Personal Perspective
Establishing a Rhythm in Content Creation
Authenticity in Communication
Content Workflow Management
Challenges in Podcasting
Avoiding Burnout
Data-Driven Strategies in Podcasting
New Private Community Launch
Focus on Building Personal Brands
Access to Top Content Creators
Free to Join with Vetting Process
Podcast Episode Details
First Live Recording of "Uploading"
Audience Interaction through Chat and Q&A
Guest Introduction: Chris Savage, Co-founder and CEO of Wistia
Topics Covered in the Episode
Shift towards Video Content on Platforms
Strategies for Creators to Maximize Impact
Building Distinctive Personal Brands in an AI-Dominated Landscape
Future Trends in Content Creation
Chris Savage's Background and Wistia's Evolution
Background in Film and Video
Founding Wistia and Capitalizing on Online Video Landscape
Evolution of Video Creation Tools
AI and Content Creation
AI's Role in Creating Vast Amounts of Content
Need for Strategic Thinking to Stand Out
Importance of World-Class, Unique, and Authentic Content
Trust and Human Connection in Content
Evolution of Content Creation and Traffic Generation
Role of Trust in Content Consumption
Balancing AI-Aided Content Creation with Human Elements
Adapting Content to Changing Expectations
Importance of Providing Options for Consuming Content
Various Formats like AR, VR, and Live Streams
Personal Branding Insights for Content Creators
Importance of Engaging Content
Learning through Consistent and Authentic Sharing
Identifying Unique Contributions to Add Value
❓ Questions
How can founders and content creators overcome imposter syndrome and feelings of inadequacy when comparing themselves to others?
What strategies can be employed to captivate an audience within the first three minutes of a video or podcast?
How can diversifying content types (e.g., videos, newsletters, podcasts) help grow an audience, and what are the potential drawbacks of this approach?
How can founders and content creators set realistic goals and expectations for growth, considering the potential for non-linear progress and market fluctuations?
What are the benefits and challenges of a founder or CEO positioning themselves as an influencer for their company, and how can they maintain a balance between personal branding and company messaging?
What role does authenticity play in content creation, and how can creators maintain a genuine connection with their audience while scaling their content production?
How can data-driven strategies help optimize content performance, particularly in the context of podcasting, and what metrics should creators focus on?
How can content creators leverage AI tools to aid in content creation while maintaining the human element and authenticity in their work?
What are the potential future trends in content creation, considering the rise of AI, AR, and new content formats, and how can creators adapt to these changes?
How can founders and content creators identify their unique perspectives and contributions to create world-class, distinctive content that stands out in a crowded market?
🎬 Reel script
Hey there, it's Chris Savage, and in my latest podcast episode of "Talking Too Loud," I had an amazing conversation with Blaine, the host of "Uploading," about the importance of creating authentic, engaging content in today's AI-driven landscape. We discussed how founders and content creators can build distinctive personal brands by leveraging various formats like video, podcasts, and even AR.
The key takeaway? Focus on creating world-class, unique content that resonates with your audience and showcases your authentic perspective. Whether you're a seasoned entrepreneur or just starting your content creation journey, this episode is packed with insights to help you stand out in a crowded market.
Don't miss out on this valuable discussion. Check out the full episode wherever you listen to podcasts, and be sure to follow me on LinkedIn for more content creation tips and strategies. Until next time, keep creating and keep innovating!
🔑 7 Key Themes
Imposter syndrome and learning from others' experiences
Importance of captivating audience in initial minutes
Diversifying content strategy for audience growth
Setting realistic goals, avoiding misleading market expectations
CEO as B2B influencer, balancing personal/company brand
Cross-platform content sharing and repurposing with strategy
Adapting to AI-generated content, prioritizing human authenticity
Short Blurb
E66: In today's live episode, we have an insightful conversation with Chris Savage, Co-founder and CEO of Wistia, about the importance of content creation for founders and the strategies to maximize its impact in an ever-evolving digital landscape.
Chris shares his wealth of experience and knowledge on how founders can leverage content to build their personal brands, connect with their audience authentically, and stand out in a crowded market dominated by AI-generated content.
In this episode, you'll discover:
The significance of creating world-class, unique, and authentic content
Strategies to adapt your content to changing audience expectations
The role of trust and human connection in content creation
How to identify your unique contributions as a founder and content creator
The future trends in content creation, from AI to AR and beyond
Fun fact: Did you know that Chris and his co-founder, Brendan Schwartz, founded Wistia back in 2006 when the online video landscape was just emerging? Talk about being ahead of the curve!
This episode is packed with valuable insights and actionable advice for founders looking to elevate their content game. Don't miss out on this opportunity to learn from one of the best in the business!
Tune in now to "Uploading...: Why Every Founder Should Create Content" and discover how you can harness the power of content to take your business to new heights!
Interview Breakdown
In this episode, Chris Savage, Co-founder and CEO of Wistia, shares his insights on creating engaging content and building a strong personal brand in the age of AI. He discusses the importance of authenticity, consistency, and adapting to the ever-changing content creation landscape.
Today, we'll cover:
The evolution of video content creation and its impact on personal branding
Strategies for creating unique and authentic content that stands out in a crowded market
The role of AI in content creation and how to leverage it while maintaining human connection
The importance of adaptability in content creation across various formats like AR, VR, and live streams
Chris Savage's journey in building Wistia and the lessons learned along the way
Short Recap
On this episode, Chris Savage shares his journey of building Wistia into a successful video marketing platform and the importance of creating unique, authentic content to stand out. He discusses strategies for maximizing impact with video, building a distinctive personal brand, and adapting to emerging trends like AI in the evolving content creation landscape.
🎠 Social Carousel
Cover Slide:
9 Content Creation Lessons from Chris Savage
Slide 1:
Title: Impostor Syndrome Commonality
Explanation: Many feel others are doing better because they only see outward appearances.
Slide 2:
Title: Captivate Quickly
Explanation: Engage your audience within the first three minutes to retain them.
Slide 3:
Title: Diversify Content Strategically
Explanation: Experiment with various content types that enhance your brand mission.
Slide 4:
Title: Avoid False Positives
Explanation: Critically assess market potential and position to set realistic goals.
Slide 5:
Title: Embrace Non-Linear Growth
Explanation: Understand that progress fluctuates; avoid being misled by market expectations.
Slide 6:
Title: Self-Storytelling Matters
Explanation: Directly share your story to connect with your interested community.
Slide 7:
Title: Platform-Native Content
Explanation: Focus on creating content tailored to each platform for better engagement.
Slide 8:
Title: Authentic Personal Branding
Explanation: Speak candidly to enhance relatability and connection with your audience.
Slide 9:
Title: Sustainable Content Creation
Explanation: Enjoy the work and integrate recovery periods to avoid burnout.
Slide 10:
Title: Learn More
Explanation: Listen to the full "Uploading" episode with Chris Savage for in-depth insights!
New Idea
Idea #2: Establishing Trust through Authenticity
Build trust with your audience by maintaining authenticity in your content creation:
Share Unique Perspectives: Offer your genuine thoughts and opinions on topics, even if they differ from the mainstream narrative. Listeners value hearing diverse viewpoints from trusted sources.
Admit Knowledge Gaps: Be transparent about areas where you lack expertise. Showing humility and a willingness to learn alongside your audience enhances credibility.
Avoid Scripted Content: While having an outline is helpful, allow for natural, unscripted moments in your episodes. Overly polished content can come across as inauthentic and detract from building trust with listeners.
1 Key Learning
Embrace Authenticity in Content Creation
In an era of AI-generated content and information overload, creators who infuse their unique voice and perspective into their work will stand out and foster genuine connections with their audience.
By prioritizing authenticity over chasing trends or algorithms, content creators can cultivate a loyal community that values their distinctive insights and trusts the human element behind the content they produce.
💎 Maxims
Based on the key points discussed in the podcast episode with Chris Savage, here is a list of maxims for content creators and founders to live by:
Embrace authenticity: Be genuine and true to yourself in your content creation and personal branding.
Consistency is key: Maintain a regular posting schedule to build and retain your audience.
Experiment with diverse content formats: Explore various mediums like video, podcasts, and written content to reach a wider audience.
Adapt to platform changes: Stay informed about evolving platform trends and adapt your content strategy accordingly.
Prioritize quality over quantity: Focus on creating high-value, unique content that resonates with your audience.
Leverage AI responsibly: Utilize AI tools to aid in content creation, but ensure human oversight and authenticity.
Foster human connection: Prioritize building genuine relationships with your audience through engaging and relatable content.
Set achievable goals: Establish realistic objectives and expectations for your content and business growth.
Learn from setbacks: View challenges as opportunities for growth and learning, and avoid discarding ideas prematurely.
Allocate resources wisely: Be strategic in allocating time and resources to projects that align with your core mission and goals.
Maintain work-life balance: Incorporate recovery periods and self-care practices to avoid burnout and sustain productivity.
Embrace data-driven strategies: Analyze content performance data to optimize engagement and audience retention.
Differentiate personal and company branding: Establish clear boundaries between personal opinions and official company messaging.
Cultivate a supportive network: Surround yourself with a team or community that can offer guidance, feedback, and collaboration opportunities.
Continuously learn and adapt: Stay curious, open-minded, and willing to learn from others in the ever-evolving content creation landscape.
Hustle Thread
Tweet 1:
Chris Savage, Co-founder and CEO of Wistia.
Started in 2006 with a vision for online video.
Faced challenges in a crowded market.
Today, Wistia is a thriving video marketing platform.
Here's his journey: 🎥
Tweet 2:
Meet Chris Savage (@csavage), the driving force behind Wistia.
He built a successful video marketing company from the ground up.
His story is one of perseverance and adaptation.
Tweet 3:
Chris's passion for video began with a simple idea:
Make online video hosting accessible and ad-free.
Wistia was born, but the road ahead wasn't easy.
Tweet 4:
As the market evolved, Chris had to adapt.
He experimented with diverse content strategies.
Some worked, while others proved distracting.
Through trial and error, Wistia found its niche.
Tweet 5:
One key lesson Chris learned along the way:
Setting realistic goals is crucial for success.
Overambitious targets can lead to a sense of falling behind,
Even when progress is being made.
Tweet 6:
Chris realized the power of personal storytelling.
He began sharing his journey on LinkedIn,
Connecting directly with the Wistia community.
This authentic approach resonated with his audience.
Tweet 7:
Today, Chris balances personal and company branding.
His content spans lessons learned, marketing insights, and more.
Through a mix of posts, newsletters, videos, and podcasts,
He engages his audience across multiple platforms.
Tweet 8:
Chris's advice for aspiring content creators:
Focus on one main channel to start.
Create platform-native content that showcases your unique perspective.
Consistency and authenticity are key to building a strong brand.
Tweet 9:
From a simple idea to a thriving company,
Chris Savage's journey with Wistia is an inspiration.
His words of wisdom for founders and creators:
Embrace the journey, stay authentic, and never stop learning. 🚀
🧿 Viral Breakdown & CTA
Struggling to stand out in a crowded content landscape?
Unlock the secrets to creating unique, world-class content today!
As the CEO & Co-Founder of Wistia, a video platform with 1.2M users, I've helped countless brands drive growth through engaging video content.
So, what's the key to crafting content that truly resonates?
Here are the 3 essential elements:
Authenticity
Consistency
Adaptation
Let's dive deeper...
Authenticity - In a world filled with AI-generated content, authenticity is king. Focus on showcasing your unique perspective and experiences to foster genuine human connection. Audiences crave real stories from real people, so don't be afraid to let your personality shine through. Remember, trust is earned through authenticity.
Consistency - To build a loyal following, consistency is crucial. Commit to a regular posting schedule and deliver on your promise of value. Whether it's weekly podcasts, daily LinkedIn posts, or monthly newsletters, give your audience a reason to keep coming back. Consistency breeds familiarity, and familiarity breeds trust.
Adaptation - As platforms evolve and audience preferences shift, successful content creators must adapt. Experiment with emerging formats like vertical video, AR, and live streaming to stay ahead of the curve. Provide options for consuming your content, whether it's watching, listening, or reading. By adapting to your audience's needs, you'll maintain relevance and maximize your impact.
Ready to take your content game to the next level? Tune in to DTC Pod, where we interview top Founders and Operators across Consumer, Creator, and Commerce businesses. Unlock actionable insights and proven strategies to elevate your brand in the digital age.
Uploading... Titles
Here are some exciting titles for the episode featuring Chris Savage, following the provided format and style:
Chris Savage, Wistia - Mastering Video Marketing: Secrets From A $40M+ Company
Chris Savage, Wistia - How To Build A Distinctive Personal Brand In An AI-Dominated World
Chris Savage, Wistia - Maximizing Impact: Strategies For Long-Form And Short-Form Video
Chris Savage, Wistia - The Future of Content Creation: From AI To AR And Beyond
Chris Savage, Wistia - Authentic Storytelling: The Key To Standing Out In A Crowded Market
Chris Savage, Wistia - Navigating The Shift: How LinkedIn And X Are Embracing Video
Chris Savage, Wistia - From Film School To Tech Founder: Building A Video Empire
Chris Savage, Wistia - Balancing Personal And Company Branding: A CEO's Perspective
Twitter Post 1
Here's a fun fact alluded to in the podcast transcript, in the requested tone and format:
Podcast clips can be a growth hack for your podcast.
Repurpose segments for TikTok, Instagram, YouTube.
Attract a wider audience to promote deeper podcast engagement.
Mindsets
If you're a founder looking to create engaging content, here are some mindset shifts that can help you get started:
💭 Embrace authenticity over perfection. Your unique perspective and experiences are what will resonate with your audience. Focus on sharing your genuine insights rather than trying to craft the perfect piece of content.
💭 View content creation as a learning opportunity. Each piece of content you create is a chance to learn more about your audience, your industry, and yourself. Approach the process with a growth mindset and be open to feedback and iteration.
💭 Prioritize consistency over virality. While it's tempting to chase the next viral hit, building a loyal audience requires showing up consistently with valuable content. Trust that your efforts will compound over time and lead to meaningful growth.
For more insights on creating content as a founder, check out the latest episode of the Uploading... podcast with special guest Chris Savage, Co-founder and CEO of Wistia.
In this episode, Chris shares his journey of building a personal brand through consistent content creation on LinkedIn and other platforms. He also dives into the role of AI in content creation and the importance of maintaining a human touch in your work.
Listen now to learn how you can start creating content that showcases your unique value and resonates with your audience!
Future State, 6 reasons post
In 12 months, I became a thought leader in my industry, grew my podcast to 10,000 weekly downloads, and landed multiple paid speaking gigs. As a founder, I've discovered the power of personal content creation. But many founders are still missing out on this incredible opportunity. Here are 6 recommendations that, if applied, will help you achieve similar success:
BACKGROUND:
Forget traditional marketing or paid advertising, the future belongs to PCM (Personal Content Marketing).
Personal content is where you build trust, establish credibility, and create demand for your expertise.
If founders pay attention, they can transform themselves into industry authorities that not only generate interest but also attract opportunities and drive business growth.
Old Approach:
No personal brand
Company <> Customer
Advertise -> Sell -> Deliver
Slow trust-building process
New Approach:
Engaged audience through content
Founder <> Customer
Educate -> Engage -> Convert
Accelerated trust-building process
At [Company], we are generating qualified leads, partnership opportunities, and speaking invites every month, without investing in expensive marketing campaigns - all while building a memorable personal brand. It's hard to replicate this with traditional marketing.
HOWEVER...
We are putting in consistent effort to make this work. Founders should consider adopting a few key habits and turning personal content creation into a sustainable growth engine for themselves and their businesses.
Here are my 6 recommendations:
Pick one main content platform. Master one before expanding so you can build deep audience relationships and understand what resonates.
Identify your unique perspective. Determine your distinct point of view and lean into your experience to create content only you can produce.
Commit to a regular cadence. Consistency is key in content. Pick a schedule you can maintain long-term, whether 2x per week or month.
Repurpose content across formats. Turn ideas into written posts, videos, podcast episodes, etc. to increase reach and cater to audience preferences.
Engage with your audience. Respond to comments, DMs and emails. Foster conversations and build community around your content.
Measure your results. Track metrics like views, engagement rate, and conversions. Use data to optimize your content strategy over time.
I believe every founder has the potential to become a thought leader and drive meaningful results through the power of personal content.
As traditional marketing becomes less effective and the world craves authentic voices, founders have the opportunity to position themselves at the forefront of their industries and build businesses with loyal, engaged audiences.
P.S.
How are you thinking about personal content creation as a founder?
Do you believe content will play an increasingly important role in a founder's journey and a startup's growth?
I'd love to hear your thoughts!
Workbook
Certainly! Here's a workbook based on the key points from the "Uploading..." podcast episode with Chris Savage:
Workbook: Building a Strong Personal Brand and Content Strategy
Lesson 1: Overcoming Imposter Syndrome
Reflect on times when you've experienced imposter syndrome in your career.
List three ways you can reframe your mindset to overcome these feelings.
Identify one actionable step you can take to build your confidence as a content creator.
Lesson 2: Crafting Engaging Content
Analyze your current content and identify areas where you can improve audience engagement within the first three minutes.
Brainstorm three ideas for highly edited clips, trailers, or newsletters that quickly communicate the value of your content.
Create a content calendar to ensure consistent delivery and audience growth.
Lesson 3: Patience in Business and Content Creation
Reflect on a time when progress took longer than expected in your business or content creation journey.
List three potential ideas you may have discarded too soon and re-evaluate their potential.
Develop a plan to revisit one of these ideas and explore its untapped potential.
Lesson 4: Diversifying Your Content Approach
Identify three types of creative content you can experiment with that enhance your brand mission without directly focusing on your product or service.
Analyze your current content mix and determine if you need to refocus your resources on your core offerings.
Create a content strategy that balances experimentation with a focus on your primary goals.
Lesson 5: Setting Achievable Goals and Expectations
Review your current goals and assess whether they are realistic and achievable.
Identify three instances where you may have been misled by market expectations or unrealistic targets.
Develop a revised set of goals that account for potential fluctuations in progress and growth.
Lesson 6: Leveraging Personal Storytelling
Reflect on your company or personal story and identify areas where you can share more directly with your audience.
Create a plan to consistently share your story on a chosen platform, such as LinkedIn.
Develop a content mix that balances personal insights, lessons learned, and industry-specific knowledge.
Lesson 7: Cross-Platform Content Strategy
Identify your primary content channel and develop a strategy to optimize your presence on that platform.
Explore opportunities to repurpose your content for other platforms while ensuring it remains platform-native and engaging.
Create a workflow that allows you to efficiently create and distribute content across multiple channels.
Lesson 8: Balancing Personal and Company Branding
Define clear guidelines for distinguishing between your personal views and your company's official stance.
Develop a strategy for maintaining authenticity in your content while respecting your company's messaging.
Create a communication plan that ensures your team is aligned with your content strategy and branding efforts.
By working through these lessons and completing the associated exercises, you'll be well on your way to building a strong personal brand and developing an effective content strategy that resonates with your audience.
Tweet thread on learnings
Tweet 1:
Just listened to an insightful episode of the "Uploading..." podcast with @csavage of @wistia 🎙️
Key takeaways on creating engaging content as a founder:
🎥 Embrace video content
💡 Showcase unique perspectives
🤖 Leverage AI strategically
Here's what I learned: 👇
Tweet 2:
The Shift Towards Video Content
Platforms like LinkedIn and X (formerly Twitter) are prioritizing video.
As a creator, it's crucial to adapt and incorporate video into your content strategy.
Craft both long-form and short-form videos to maximize impact and reach.
Tweet 3:
Standing Out in an AI-Dominated Landscape
With AI generating vast amounts of content, it's more important than ever to create unique, authentic content.
Inject your personality and perspectives to differentiate yourself.
Focus on building trust and genuine human connections with your audience.
Tweet 4:
Leveraging AI as a Creator's Tool
While AI can be a powerful aid in content creation, maintain the human touch.
Use AI to streamline processes and generate ideas, but ensure the final product reflects your authentic voice.
Strike a balance between efficiency and authenticity.
Tweet 5:
Adapting to Evolving Content Formats
Be open to exploring emerging formats like AR, VR, and live streams.
Provide options for consuming your content, whether through watching, listening, or reading.
Meet your audience where they are and cater to their preferences.
Tweet 6:
Building a Strong Personal Brand
As a founder and content creator, identify your unique value proposition.
Consistently share engaging, authentic content that showcases your expertise and personality.
Cultivate a distinctive brand that resonates with your target audience.
Tweet 7:
The key takeaway: Embrace the power of video content, infuse your unique perspective, and strategically leverage AI to create engaging, authentic content that builds trust with your audience.
By adapting to evolving formats and cultivating a strong personal brand, you can stand out in a crowded content landscape. 🌟
Youtube Description
Why Every Founder Should Create Content (with Chris Savage, CEO of Wistia) | Uploading... Podcast
In this episode of Uploading..., host Blaine sits down with Chris Savage, Co-founder and CEO of Wistia, to discuss why every founder should be creating content in today's digital landscape.
0:00 Intro
1:15 Chris's background and founding Wistia
4:30 The evolution of video content creation
7:20 Standing out with world-class, authentic content in the age of AI
12:45 Adapting content for changing formats and expectations
18:30 Building a unique personal brand as a founder through content
24:10 Identifying your unique contribution and adding value
28:50 Managing a content creation workflow and avoiding burnout
34:15 Data-driven content strategies for audience growth and retention
39:30 Wrap-up and details on joining Blaine's new private community for creators
Whether you're a founder looking to build your personal brand, a content creator navigating the ever-changing digital landscape, or simply interested in the future of content creation, this episode is packed with valuable insights and strategies.
Learn about:
Why creating authentic, high-quality content is crucial for founders
How to adapt your content for various formats like video, audio, AR/VR
Leveraging AI while maintaining a human touch in your content
Building a content workflow that prevents burnout
Using data to optimize content performance and grow your audience
Stay tuned for the full episode, and don't forget to like, comment, and subscribe for more insights on content creation, entrepreneurship, and personal branding.
Connect with Chris Savage:
LinkedIn: https://www.linkedin.com/in/savagechris/
Podcast "Talking Too Loud": https://www.wistia.com/series/talking-too-loud
Wistia: https://wistia.com/
Apply to join Blaine's new private community for creators: https://forms.gle/GfyGGCwTRcMYMQD1A
#contentcreation #personalbranding #entrepreneurship #foundertips #wistia #videocontent #linkedin #uploading
Simplify
I don't have enough context to simplify the language since no specific text or content was provided in the previous request. Could you please share the passage or text you would like me to simplify? I'd be happy to rephrase it using simpler language once I have the original content to work with.
Uploading LinkedIn-YouTube
@Chris Savage, Co-founder and CEO of @Wistia, joins @Blaine on this week's episode of Uploading... to discuss the evolving landscape of content creation and the importance of building a distinctive personal brand.
With a background in film and video, Chris shares his journey of founding Wistia in 2006, capitalizing on the emerging online video landscape. He dives into the transformation of video content creation, from expensive DSLR cameras to the rise of iPhone usage and the shift towards computer-based video creation in 2020.
As AI continues to shape the content creation space, Chris emphasizes the need for creators to produce world-class, unique, and authentic content to stand out in an increasingly crowded market. He highlights the role of trust in content and the value of human connection over AI-generated material.
Tune in to learn about adapting content to various formats, the importance of consistent and authentic sharing for personal branding, and identifying your unique contributions as a founder and content creator.
Full episode here: [Insert YouTube link]
#uploading #contentcreation #personalbranding #videocontent #entrepreneurship #aicontent #authenticity
5 Characteristics of Winners
Here's a short post about the characteristics of winners based on the Uploading podcast episode with Chris Savage:
Successful content creators share five key traits that set them apart in today's AI-driven landscape:
✅ Creating world-class, unique content that stands out
✅ Focusing on building trust and authentic human connection
✅ Leveraging AI strategically to aid, not replace, creativity
✅ Adapting content for evolving formats and audience expectations
✅ Developing a distinctive personal brand through consistent sharing
#CreatorEconomy #ContentStrategy #PersonalBranding
The Rule, The Process, Keys to Success
Chris Savage's content creation strategy is a perfect example of the 80/20 rule in action.
When it comes to creating content, Chris spends 80% of his time on the aspects he enjoys and excels at - developing ideas, sharing insights, and engaging with his audience on LinkedIn. This is the part of the process that energizes him and allows him to showcase his unique perspective.
Then there's the other 20% - the nitty-gritty of content production, like editing videos, optimizing for different platforms, and analyzing data. While necessary, this part can feel like a slog and is often delegated to his small team.
Chris emphasizes the importance of authenticity in his content. He speaks candidly, as if having an in-person conversation, which enhances relatability and connection with his audience. This authentic approach helps him stand out in a crowded content landscape.
To avoid burnout, Chris integrates recovery periods into his content creation process, similar to athletic training. By pacing himself and enjoying the work, he's able to sustain productivity over the long haul.
Chris's content strategy is data-driven, with a focus on evaluating episode performance in the first 30 days. By determining engagement and optimizing factors like titling and show structure, he's able to enhance listener retention.
Ultimately, Chris's success comes from serving his specific community rather than trying to please a general audience. By honing in on his niche and investing his time and energy accordingly, he's able to create content that truly resonates.
Don't try to be everything to everyone. Instead, focus on your unique strengths and the audience you're best equipped to serve. By doing so, you'll be able to create content that not only stands out but also makes a genuine impact.
3 bullets 3 bullets (dakota)
To Build an Authentic Personal Brand:
• Share your unique perspectives
• Be consistent in your content
• Focus on providing real value
In an AI-dominated world:
• Inject your human element
• Engage directly with your audience
• Adapt to new content formats
Success is within reach if you stay true to yourself, put in the work, and embrace change.
Framework To Build From Scratch
Here's a Twitter post based on the recording context and using the provided example's tone and format:
If I had to build my brand as a founder from 0, here's the content I'd create:
(This is the exact framework @csavage has used to grow @wistia and his personal brand).
To turn strangers into followers (and followers into customers), you need 3 things:
• You need people to discover you
• You need people to resonate with you
• You need people to trust you
So...
How do you get people to discover, resonate with, and trust you?
By using my VIP Framework.
It's broken down like this...
The "V" stands for Valuable Content.
This content showcases your expertise and gets people to discover you.
This can be done by creating content about:
• Lessons learned building your company
• Insights into your industry
• Strategies you've used to succeed
And tying it back to the key topics in your niche.
For example:
SaaS founders can:
• Share growth hacks that led to hitting $1M ARR
• Break down a successful product launch strategy
• Explain how to build a strong company culture
The "I" stands for Inspirational Content.
This positions you as a visionary leader and inspires your audience.
This type of content includes:
• Your company's origin story
• Your personal journey as a founder
• Overcoming challenges and setbacks
The biggest mistake founders make is trying to be too "professional" on social media.
(Don't be that person).
And finally, the "P" stands for Personable Content.
Personable Content humanizes you and builds deep trust.
This is done by creating content about:
• Behind-the-scenes of your life
• Your personal opinions and worldviews
• Engaging directly with your audience
Don't be afraid to be vulnerable and authentic.
That's how you create true believers.
Start implementing these 3 types of content into your strategy and I guarantee you'll attract more customers and gain raving fans.
3 Success Strategies
Here are 3 strategies for success based on the insights shared by Chris Savage:
Focus on Your Unique Perspective
In a crowded content landscape where AI can churn out endless variations on a theme, the key to standing out is to double down on what makes you uniquely you.
Every piece of content you create should be infused with your distinct point of view, informed by your lived experiences and hard-won lessons. Don't be afraid to challenge the status quo and share contrarian takes—that's what will make your voice rise above the noise.
As Chris puts it, "The thing that you know that's special and unique to you is the thing that's going to make you successful." Lean into your one-of-a-kind perspective and let it shine through in every post, video, and podcast episode.
Prioritize Authentic Human Connection
While AI-generated content may be able to mimic human-like language and tone, it lacks the genuine emotion and empathy that forge deep connections with an audience.
To build a loyal following that hangs on your every word, focus on creating content that sparks meaningful conversations and leaves your audience feeling seen, heard, and understood. Share vulnerable stories from your own journey, engage thoughtfully with comments and DMs, and always strive to provide real value.
As Chris notes, "People want to connect with other people, not just faceless brands or algorithms." By prioritizing authentic human connection above all else, you'll cultivate a community that trusts you and looks to you for guidance.
Experiment with Multiple Formats
In today's fast-paced digital world, attention spans are shorter than ever—and if you want to keep your audience engaged, you need to meet them where they are with the formats they prefer.
While long-form content like blog posts and podcasts can provide deep value for those willing to invest the time, shorter, snackable formats like vertical video and LinkedIn newsletters can help you reach a wider audience and drive more top-of-funnel awareness.
Chris recommends a balanced approach that includes a mix of text posts, native LinkedIn content, short-form video, and audio content. By experimenting with multiple formats and paying attention to what resonates, you can create a well-rounded content strategy that caters to your audience's evolving needs and preferences.
Episode Summary
Chris Savage is the co-founder and CEO of Wistia, a video marketing platform that helps businesses create, host, customize, promote, and track their video content. He is also the host of the "Talking Too Loud" podcast and an active content creator on LinkedIn.
In this episode of Uploading, Chris shares his insights on the importance of content creation for founders and businesses. He discusses strategies for captivating audiences, diversifying content across various platforms, and building a strong personal brand that complements the company's mission. Chris also delves into the challenges of setting realistic growth goals, navigating the evolving landscape of AI-generated content, and maintaining authenticity in an increasingly competitive market.
Blaine Content Sample
Why Every Founder Should Create Content
As a founder, I'm always looking for ways to share our story and connect with our audience. Over the past year, I've discovered the power of creating content - and it's been a game-changer for our business.
When I first started Wistia with my co-founder Brendan Schwartz back in 2006, we were just trying to capitalize on the emerging online video market. Fast forward to today, and we've built a successful video marketing platform that helps businesses create, host, customize, promote, and track their videos.
But even with a great product, we knew we needed to find ways to stand out in an increasingly crowded market. That's where content creation comes in.
Here are 3 principles that have helped me become a more effective content creator as a founder:
Be Authentic
In a world where AI can generate endless amounts of content, it's more important than ever to focus on creating something unique and authentic.
People crave human connection, and they can tell when content lacks that personal touch. By sharing my own experiences and perspectives, I've been able to build trust with our audience.
Experiment with Different Formats
From text posts to vertical videos to podcasts, there are so many ways to create content these days. And as platforms like LinkedIn and Twitter continue to evolve, it's important to adapt your strategy accordingly.
I've found that mixing it up helps keep things fresh - both for me as a creator and for our audience. Plus, it allows people to engage with our content in whatever way works best for them.
Focus on Adding Value
As a founder, it's easy to get caught up in promoting your own product or service. But the most effective content creators focus on adding value first and foremost.
Whether it's sharing lessons learned from building a company or offering insights into the latest industry trends, I always try to create content that our audience will find genuinely helpful and interesting.
Creating content has been one of the most rewarding parts of my journey as a founder. Not only has it helped us attract new customers and grow our business, but it's also allowed me to connect with our community in a more meaningful way.
If you're a founder who hasn't started creating content yet, I highly encourage you to give it a try. Trust me - your future self (and your business) will thank you!
1 most actionable piece of advice
Create unique, authentic content consistently to build your personal brand.
Gregs LinkedIN Example
why every founder should create content
it's your unfair advantage (no one knows your story like you)
use content to 10x your reach (work smarter, not harder)
build a personal brand (be the face of your company)
brand becomes an asset (infinitely scalable you)
1-on-1 convos become the luxury add-on
congrats, you've created an infinitely scalable growth engine
old model: paid ads for attention
new model: content for attention
key to winning:
best content (your unique insights)
slickest distribution across channels
strong community of people who love your brand
knowing when to engage 1-on-1
2020: "we're a content-first company"
2025: "our founder is an influencer"
tesla has a $808B market cap and spends $0 on paid ads
and "their ad budget is my opportunity"
You can take a slice of that $808B and build a mini version of them by investing that ad spend into content instead
People always made fun of personal brands. Especially in silicon valley.
"You have to pay for distribution. Organic is dead lol". Not anymore.
Grow with authentic content. Channels are saturated, but get started.
Might be one of the best investments you can make. Happy creating.
Questions Shownotes
What inspired Chris Savage to start creating personal content on LinkedIn?
How does Chris balance his personal branding with Wistia's company messaging?
What are the key components of Chris's content strategy across various platforms?
How does Chris maintain authenticity in his content creation process?
What is Chris's team structure for managing his content workflow?
How can podcasters optimize their episodes to enhance listener retention?
What role does data play in developing podcasting strategies?
How can content creators avoid burnout while maintaining productivity?
What are the challenges of growing and retaining podcast audiences?
How can live audience feedback benefit podcasters?
What is the significance of the first three minutes in captivating an audience?
How can diversified content approaches enhance a brand's mission?
What lessons can be learned from Wistia's experience with their side project, Soapbox?
Why is it crucial to set achievable goals and understand non-linear growth in business?
How can highly edited clips, trailers, or newsletters help increase audience size?
What role does consistency play in growing an audience?
How can patience and persistence benefit content creators and businesses?
What distinguished Wistia's early video hosting product from competitors like YouTube?
How can false positives and market perceptions mislead business decisions?
What insights can be gained from Chris's experience with resource allocation dilemmas?
Episode summary
Chris Savage is the co-founder and CEO of Wistia, a video marketing platform that helps businesses create, host, customize, promote and measure their video content. He's also an influential content creator, amassing a significant following on LinkedIn through his thoughtful posts on business, marketing, and video.
In this episode of Uploading, Chris shares his journey building Wistia, insights on creating compelling content across various formats, strategies for standing out in an AI-dominated content landscape, and the importance of developing a unique and authentic personal brand as a founder and content creator.
Lead Magnet Idea
"The Founder's Content Creation Toolkit: Boost Your Brand and Grow Your Audience"
Description:
This lead magnet is a comprehensive toolkit designed to help founders create compelling content that showcases their unique perspectives and expertise. Drawing on the insights from Chris Savage's interview, it could be packaged as a downloadable PDF guide that covers the essential aspects of developing a strong content strategy and building a distinctive personal brand.
Components:
Finding Your Unique Voice
A worksheet with prompts to help founders identify their unique experiences, insights, and passions that can inform their content.
Examples and inspiring excerpts from the episode to illustrate how to effectively express your authentic perspective.
Content Strategy Blueprint
Detailed outline of Chris Savage's content strategy, including the mix of personal stories, industry insights, and company updates.
Visual representation of the content distribution across different platforms (e.g., LinkedIn, podcast, newsletter).
Platform-Specific Best Practices
Tips for creating native content for each platform, such as text posts, vertical videos, and podcasts.
Guidance on optimizing content for each platform's algorithms and audience preferences.
Repurposing and Cross-Promotion
Strategies for repurposing content across platforms to maximize reach and engagement.
Examples of how to create short-form content (e.g., clips, quotes) from long-form content (e.g., podcasts, blog posts).
Balancing Personal and Company Branding
Advice on how to maintain a clear distinction between personal views and official company messaging.
Templates for creating content guidelines that align with both personal and company brands.
Measuring Success and Adapting
Key metrics to track for each content format and platform.
A framework for regularly evaluating content performance and making data-driven adjustments to the strategy.
Bonus Resources
A curated list of tools and resources for content creation, editing, and distribution.
Exclusive access to a private community of content creators for ongoing support and collaboration.
Visual Appeal:
Use a modern, visually engaging design with a clean layout and easy-to-read fonts.
Include relevant images, graphics, and pull-quotes to break up the text and reinforce key points.
Incorporate branding elements (colors, logos) to create a cohesive and professional look.
Call to Action:
Download Instruction:
Clear steps on how to download the full toolkit.
Invitation to Engage:
Encourage users to join the private content creator community for exclusive access to resources, workshops, and networking opportunities.
Follow-Up Offer:
Offer a free 30-minute consultation with a content strategist to help founders personalize the toolkit insights for their unique goals and audiences.
Example CTA:
"Ready to elevate your content game and build a powerful personal brand? Download 'The Founder's Content Creation Toolkit' now and unlock the strategies you need to create compelling content that resonates with your audience. For exclusive access to our private content creator community and a free 30-minute consultation with our content strategists, sign up today!"
By providing a comprehensive set of tools and resources, this lead magnet empowers founders to develop a strong content strategy, create authentic and engaging content, and build a distinctive personal brand that complements their company's mission and values.
5 reasons why with a PS
Here's a post that matches the tone, style, and format of the example provided, using the context from the podcast recording:
I've been a founder for 16 years and creating content for the last 5. Here are my 5 non-secret secrets to building a personal brand in an AI-dominated world:
Focus on authenticity, not algorithms
AI can generate endless content, but it lacks the human touch
People crave real stories and genuine connections
Your unique perspective is your superpower
Experiment with different formats
Long-form, short-form, video, audio, text - try them all
Pay attention to what resonates with your audience
Adapt your content to changing expectations and preferences
Provide value beyond your product
Educate, entertain, or inspire your audience
Share lessons learned from building your company
Offer insights into your industry that help others succeed
Maintain a clear distinction between personal and company branding
Your personal views may differ from your company's official stance
Trust your audience to understand the difference
Speak candidly and maintain authenticity in your communication
Invest in a content team early
Consistency is key, but burnout is real
Surround yourself with editors, producers, and researchers
Use data to evaluate performance and optimize your strategy
You don't need to be an AI expert to build a strong personal brand.
In fact, your humanity is what will set you apart.
Embrace your unique voice.
Create content that connects.
Every single day.
P.S.
Next Wednesday, I'm hosting a LIVE Q&A on how I've built my personal brand while growing Wistia to $50M ARR. I'll be diving deep into the strategies, tools, and mindset shifts that have made the biggest difference. We only have 100 spots. If you want to learn how to stand out in a crowded market, join us here: [insert link]
3 Success Strategies
Use Your Unique Voice in Creating Content
In a world where anyone can be a content creator, the key to cutting through the noise is to lean into what makes you distinctly you.
Your unique perspective, shaped by your life experiences, quirks, and passions, is your secret weapon in crafting content that resonates on a deep level. Don't be afraid to infuse your personality into every piece of content you create, whether it's a LinkedIn post, a YouTube video, or a podcast episode.
As Chris Savage puts it, "The most successful creators are the ones who double down on their unique voice and point of view." By speaking your truth and sharing your insights in a way that only you can, you'll attract an audience that appreciates your authenticity and keeps coming back for more.
Hone Your Storytelling Skills
At the end of the day, we're all hardwired to connect with stories. The most compelling content doesn't just inform or educate—it takes the audience on an emotional journey that leaves them transformed.
To become a master storyteller, study the techniques that the best creators use to hook their audience's attention, build suspense, and deliver a satisfying payoff. Practice weaving personal anecdotes and case studies into your content to illustrate your points and make your ideas more tangible.
As Chris notes, "The creators who can tell a great story are the ones who will always rise to the top." By honing your storytelling skills and making narrative a key pillar of your content strategy, you'll be able to forge deeper connections with your audience and make a lasting impact.
Set Realistic Goals and Be Patient
Building a successful content creation career is a marathon, not a sprint. It takes time, consistency, and a whole lot of patience to see results.
When you're first starting out, it's easy to get discouraged when your content doesn't immediately take off or go viral. But as Chris reminds us, "Overnight success stories are rarely overnight. Most of the time, they're the result of years of hard work and persistence."
Instead of chasing vanity metrics or comparing yourself to others, focus on setting realistic goals that align with your overall vision. Celebrate the small wins along the way, like a heartfelt comment from a reader or a new subscriber to your email list.
Most importantly, don't give up too soon. Keep showing up, keep experimenting, and keep refining your craft. With patience and persistence, you'll gradually build momentum and attract the right audience for your message.
3 Success Strategies
Use Your Unique Voice in Creating Content
In today's oversaturated content landscape, it's more important than ever to lean into what sets you apart from the crowd. Your unique voice, shaped by your life experiences, values, and worldview, is the key to creating content that truly resonates with your target audience.
Don't be afraid to infuse your personality into every piece of content you create, whether it's a thought-provoking LinkedIn post, an engaging YouTube video, or a value-packed podcast episode. Share your opinions, even if they're controversial. Use your quirks and eccentricities to your advantage. Let your passion for your topic shine through in your words.
As Chris Savage emphasizes, "The most successful creators are the ones who double down on their unique voice and point of view." By fully embracing what makes you uniquely you and consistently showing up as your authentic self, you'll attract a loyal tribe of followers who appreciate your perspective and can't wait to hear what you have to say next.
Hone Your Storytelling Skills
In a world where attention spans are shorter than ever, the ability to captivate an audience through masterful storytelling is a superpower. The most impactful content doesn't just convey information or ideas—it takes the reader on an emotional journey that leaves them feeling inspired, enlightened, and eager to take action.
To become a skilled storyteller, study the techniques that the best creators use to hook their audience from the very first line, build tension and anticipation, and deliver a powerful resolution. Experiment with weaving personal anecdotes, case studies, and analogies into your content to illustrate your points and make your ideas more relatable and memorable.
As Chris points out, "The creators who can tell a great story are the ones who will always rise to the top." By making storytelling a cornerstone of your content strategy and continuously refining your narrative skills, you'll be able to create deeper, more meaningful connections with your audience and leave a lasting impact on their lives.
Set Realistic Goals and Be Patient
Building a thriving content creation career is a long-term game that requires grit, resilience, and a whole lot of patience. It's easy to get discouraged when you're first starting out and your content isn't getting the traction you hoped for, but as Chris reminds us, "Overnight success stories are rarely overnight. Most of the time, they're the result of years of hard work and persistence."
Instead of getting caught up in vanity metrics or comparing yourself to others who seem to have it all figured out, focus on setting achievable goals that align with your bigger vision. Celebrate the small victories along the way, like a heartfelt comment from a reader who resonated with your message or a new subscriber to your email list.
Most importantly, don't throw in the towel too soon. Building a loyal audience takes time, and the key is to keep showing up consistently, even when it feels like you're speaking into the void. Keep experimenting with new formats and topics, keep honing your craft, and keep putting yourself out there. With patience and persistence, you'll gradually gain momentum and attract the right people to your tribe.
Remember, as Chris says, "The most successful creators are the ones who stay in the game long enough to see their hard work pay off." By setting realistic expectations, focusing on progress over perfection, and committing to the long haul, you'll be well on your way to building a content creation career that's both fulfilling and sustainable.
Episode Notes
SUMMARY OF EPISODE
In this live recording of "Uploading...", Blaine welcomes Chris Savage, the Co-founder and CEO of Wistia, a video marketing platform.
They explore why every founder should engage in content creation.
Topics covered include:
Adapting to the shift towards video content on platforms like LinkedIn and X.
Strategies for maximizing impact with long-form and short-form videos.
Building distinctive personal brands in an AI-dominated content landscape.
Future trends in content creation from AI and AR to podcasts.
The importance of world-class, unique, and authentic content.
This episode provides valuable insights for creators looking to make their mark. Chris also shares Wistia's journey, the risks of over-diversification, and the significance of setting realistic growth goals.
BULLET POINTS OF KEY TOPICS
The Rise of Video Content [5:45]
Chris discusses the evolution of video from expensive DSLRs to iPhone accessibility and the 2020 shift towards computer-based video creation. He highlights how platforms like LinkedIn and X are increasingly prioritizing video content.
Standing Out in an AI-Driven Landscape [25:30]
With AI generating vast amounts of content, Chris emphasizes the need for creators to produce world-class, distinctive, and authentic material. He stresses the importance of human connection and unique perspectives in building trust with audiences.
Balancing AI Assistance and Human Authenticity [35:00]
Chris and Blaine explore using AI to aid content creation while maintaining quality through human elements and authenticity. They discuss adapting content for various formats like AR, VR, and live streams to meet changing audience expectations.
Personal Branding Insights for Creators [50:15]
Chris shares lessons learned about personal branding, highlighting the importance of engaging content and consistent, authentic sharing. He advises founders and creators to identify their unique value propositions.
The Pitfalls of Over-Diversification [1:10:30]
Drawing from Wistia's experiences with side projects like Soapbox, Chris cautions against spreading resources too thin. He discusses the importance of setting achievable growth targets and understanding market positioning.
Cultivating a Sustainable Content Workflow [1:20:00]
Chris explains his content team's workflow, which involves twice-weekly meetings to evaluate past and upcoming strategies. He emphasizes the importance of enjoying the work and integrating recovery periods to avoid burnout.
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