June 13, 2025 • 44 mins
In this episode of The SCORRCAST, Braeden Tyma dives into how video storytelling can lead to brand strategy and lead generation. Discover how powerful visuals, authentic narratives, and intentional production drive connection, boost engagement, and shape brand identity in today’s digital landscape.
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Episode Transcript
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(00:09):
Hello everyone, and welcome toanother episode of the SCORR
cast. I am absolutely excitedfor today's conversation for two
reasons, one, our guest andnumber two, the topic of content
that we are going to talk about.
We are going to be joined bywhat I'm going to refer to as
(00:31):
video extraordinaire, BraedenTyma. I'm so excited to have you
on the podcast, because you havebeen behind the scenes for the
previous 50 versions of theSCORR cast, and every time I get
to mention, hey Braeden, makesure we pull that quote, it's
now directly talking to you. Andso I'm so excited to have you on
(00:52):
and we're going to talk video,which is something that you and
I have a very shared interestfor. It's something that I'm
extremely passionate about inone version, and then something
that you're extremely passionateabout in all of the versions.
And so I'm really lookingforward to this. I'm so glad
that we finally got you oncamera instead of in quotes
(01:15):
behind the camera. Appreciateyou taking time out of your day
before we start yelling andgetting really excited about all
the things Braden, why don'tgive an introduction for those
of those of the listeners whoaren't familiar with your name
and your game,that was a great intro. Yes,
hello, everyone. I am Bradentema. I am the video manager at
(01:39):
SCORR Marketing, and I've beenwith SCORR Almost 13 years.
Started as a designer and alwayshad a mind for digital. That was
I came about during the socialmedia boom, and was just so into
that, and it's just grown fromthere. I do video all day,
animation, storyboarding,concepting, you know, strategic
(02:03):
like, what type of video youshould you be doing, and how all
the way to, you know, the launchcaptions, what's the thumbnail,
you know, how's that going toperform? How can we get this to
perform? Once we're done, made acool video. Now, what you know?
So, yep, Ilove it. And you, you basically
just opened a can of worms ofour conversation for today on
(02:27):
video. And I think that, forlack of a better terms, video
has a bad rap within theindustry that we are
specifically working within,right within the life sciences,
and I talk about this a lot onthe podcast, but also talk about
it on my own individualLinkedIn, that I believe that
(02:49):
video has been the next bigthing ever since I started in
marketing a decade ago. Andevery year, when you look at
trends for 2025, and 2026, videois still in the top two for the
trends for the following year,because nobody has capitalized
on it in the way that they can,and the life sciences are
(03:12):
especially in that boat that weare as an industry not
capitalizing on it, and we'renot capitalizing on it in the
way that you and I are doing itright now, with long form video
and subject matter expertise.
We're also not capturing it interms of the short form video,
Lo Fi, animated infographics,like anything that you could
(03:32):
possibly think of that hasvideo. We're overlooking it. And
I we kind of talked beforehandabout the outline for today's
call, and I always promise onebad podcast question each
episode. And I want to get usstarted with an absolute doozy
of a question to to you,Brayden, which is, what the hell
(03:57):
is going on? Why? Why is videostill overlooked? Why is video
an outcast in some areas withinmarketing and looked at as
something that we can't achieveor we can't do, and why is there
this misconception ormisunderstanding on video
Braden?
(04:18):
So two things come to mind.
There is a misconception aboutcosts and quality lately, and
it's something you and I haveanother shared passionate about.
Lo Fi video, yeah, there's athere's a thought that video has
(04:38):
to be expensive, you know. And Iremember, you know, we've, we've
done videos that $100,000budget, you know what I mean,
all the way down to $500 budget.
So there's a wide spectrum. Itused to be, you know, you would
invest in one video, and thatvideo would go on your website,
and that would be it. Uh, youknow, but now you can, you can
(05:03):
spend less and get morelongevity out of videos. So
what, what people want to bedoing is taking, you know, their
budget and making smallervideos, not, you know, not
everything requires travel, noteverything requires hair,
makeup, a crew, you know, thatkind of thing it can, you know,
and it all boils down to to why,what are the goals? And, you
(05:25):
know, that kind of thing. Butyou can be doing video content
over zoom, yep. The second thingthat comes to mind is, is being
on camera. Being on camera canbe intimidating for some folks.
I know that as someone who'susually behind the camera and
I'm on the front of the camera.
But there's ways to get aroundthat too, you know, part of that
(05:50):
you could push through and justbe on it and, you know, go for
it, or wait, there's things likevisual sound bites, do audio and
turn that into video, you know,turn that into animation, you
know. So I think there's,there's some misconceptions
about, you know, what, how touse video, and where it can go.
So it's that, once the video isdone, it's, it's the part after
(06:11):
that, you know, it's thestrategic deployment of video,
you know, the end, the end goal.
I think you know what, what kindof video be? Is really like, you
know what, what the what thequestion is. And, yeah, it does.
It doesn't have to be expensiveto have results, yeah and,
(06:32):
and it doesn't have to be atalking head sitting on camera
for an hour at a at a time. AndI think you hit on the three
things that I hear the most inour sales conversations about
video. The first is always costand assuming that when we
mention video, we either mentionor are they're assuming that
we're talking about flyingeverybody to headquarters in
(06:55):
Sweden or in Boston and doing athree day shoot. The concept of
animation, the concept oftalking head on Zoom is not yet
common discussion or commonpractice within the industry.
The second is exactly what yousaid subject matter experts not
necessarily feeling comfortablebeing the face of a topic or the
(07:16):
face of a conversation. But thenthe third that I see is kind of
what you just alluded to, whichis the deployment of said video.
I've heard a lot of times,nobody in this industry is going
to watch a freaking video. Man,nobody's going to watch video.
And I about blow up when I hearthat, because every human being
(07:37):
is con is consuming video at arapid clip, and even your chief
scientific officer, who hasseven PhDs, is getting their
news and their content fromsomewhere, whether they're
listening to the daily orthey've got the Wall Street
Journal or the contract pharmaor whatever organization
(07:58):
distributes their news, if youhave the right information, and
you have it in the way thatthey're looking for it. Video,
still, in my opinion, representsthe best way for somebody to get
to know you, like you, and trustyou, and actually understand the
news and the value that you'rebringing to them. And so those
three, it's interesting that youbasically hit on all three of
(08:18):
them that you're seeing. It'sexactly what we're seeing in the
marketplace. And I think fornumber one, the cost issue is
just a, I don't want to say lackof education, but I think part
of it is the lack of knowledgeof the options on video, right?
They think of it as that massiveshoot. And you mentioned sound
(08:40):
bites, you mentioned the shortform, Lo Fi animated. There's so
many different things than justyour traditional video. And I do
think there's an avenue wherethat answer solves misconception
one, misconception two andmisconception three around
video, because if you do thatreally well, in terms of the
Bite Size content, you do thatreally well. It's going to ease
(09:01):
the concern for the SMEs, andit's going to be easier to
distribute. I don't have afollow up question to that, but
any thoughts on, on, on, justthat, you know, those three
pieces of this puzzle kind ofcausing hurdles for for video
development within the industryat all?
Yeah. So early on with what youwere saying as far as how people
(09:26):
get their other content, yeah,think about how people get their
news, any other content, theycontent they look at there, it's
probably a scroll. And like yousaid, this is a wide range.
We're talking CEOs, yep, youknow, we're talking all levels
of leadership. You know, you'reyou're getting it on your phone,
(09:47):
and you're getting it in allsorts of different styles and
production qualities. There's noreason that any company can't be
doing the same so, and you know.
Maybe, maybe Leadership isn't onTiktok, but Tiktok style video
is everywhere you're seeing it,even on broadcast news. You know
(10:12):
what I mean? Like people are onzoom on TV. You know when they
plug into CNN or whatever? Soit's, it's like, we're already
used to seeing that, but there'sthat disconnect between, okay,
they're doing it, you know, onbig, big, you know, big places,
CNN, etc. There's no reason acompany can't do that either.
(10:35):
Yeah, you can. We can do thattoo, you know, and we're used to
seeing that. So when, when yougo on a website and you see an
interview from a talking head, aquick thing from, you know, a
quick sound bite from somebodyyou know, who's an expert, and
it's on Zoom, we don't think,oh, that's that reflects poorly
on them anymore, because we'reused to seeing it. So that's
(10:57):
cost savings that's being ableto put out more content more
often, because it's cheaper,it's easier to update that kind
of thing. So, you know,production, quality and costs
are coming down across theboard. They have to. They cannot
be expensive. Back in the day,they it was, production was
(11:18):
expensive, but there's so manytools now to do things within
every single budget.
I am obsessed with this line ofconversation around that's how
humans consume content. And oneof the tropes that I go on, that
I'm a broken record on, is theit's not B to B, it's human to
(11:41):
human, and at the end of theday, we're telling stories of
the business that we bring tothe table, the solutions that we
bring to the table and theresults that we can generate.
There are, there are ways to dothat with the written word,
right? Like, I am a huge fan ofscientific content that is long
form, your white papers, yourcase studies, your scientific
(12:03):
articles, there's earned media,there's public relations. But if
you tell me, hey, I can captureyour attention in 90 seconds,
and I can hit with you theproblem that you are having.
CEO, with this development, withthis assay, with this peptide, I
can hit this problem that you'rehaving with clinical trial
(12:24):
recruitment. I can give you asolution, and I can showcase the
results that we can bring to thetable. Within 90 seconds, if
we're actually creating thatcontent, I'm going to feel
really good about not onlygenerating the demand, but
keeping it and really stayingtop of mind, because I'm one to
one at that level. And I think alot of times what happens is,
(12:47):
frankly, the video content justsucks. Like, I like, I think
that that's what it is. There'sa lot of beating our chest right
and pumping up and saying, We'vebeen around for 30 years, and we
have this, and we have that.
It's like, well, that's notgoing to capture your attention.
If you saw that on an Instagramad, you would also move on.
You're not seeing that. You'reseeing Instagram ads that are
(13:09):
targeting problems, bringing thesolution and then showcasing
result. And that's similar towhat we need to be doing in the
life sciences space with videocontent too.
Yeah. Yeah. So that's the otherthing that, what makes a what
makes a goodvideo? Yeah, let's hear that.
It's not so much. I mean,there's an aspect of the
(13:31):
visuals, right? Because you dowant it to look good. And look
good is subjective, you knowwhat? I mean, I'm I just talked
a lot about zoom interviews andthings, you know, to me, that
looks good, yeah, in its ownright. And, but what you're
hitting on is the content of thevideo, you know. And you know,
we, we've done a bunch ofinterviews the last few weeks
(13:54):
with clients, and there isalways, you said, 90 seconds,
I'll lower that. I'll lower thatdown to 30 seconds. There is
always, like, 10. We'll, we'lljump on for 2030, minutes talk
to a client. We'll use that in avideo. There is always so many
32nd sound bites that I'm justthat just blow me away, that I'm
like, oh, this person knowstheir stuff, yeah. If I was in
(14:18):
the market, you know, foranything involving peptides and
testing and involving the FDA, Iwould want to ask this person
and converse with them for anhour, just based on the 32nd
sound bite, you know, so andlike I said, that's a 20 minute
commitment to get probably 1015sound bites that you can use,
(14:41):
that's a year's worth ofcontent, and it shows that you
know what you're talking about.
I mean, that's what, that's whatwe're doing here at marketing,
right? We're trying. We'rehelping you people realize that
you know what you're talkingabout. Yeah, so audio and video
is he it's been, it's alwayslike you. The numbers keep
growing. Yeah. Now it's alwayslike 96% 97% are using it, and
(15:05):
it's always like the fastestgrowing. So it's just like, that
tells me that just more people.
It's just going beyond into morepeople,
yeah. And there's always acaveat within those statistics
where it's like 97% of peopleconsume video on a day to day
basis, but only 33% of companiesare using it. And it's like,
(15:27):
well, that's a huge avenue forcompanies to take advantage of.
And you take it a step furtherwithin the life sciences, I
think that number is 5% I reallydo. And I'm I'm speaking a
little bit out of turn here onthe podcast, because five, five
ish, five ish, right? Let's gowith five ish percent. There are
(15:48):
a handful of subject matterexperts within the space that do
video and do it well. There area handful of companies that do
well, a lot of companies thatare coming to us and asking for
animated videos, and we'vecreated some really nice stuff.
But even at the individuallevel, you know, the over this
past year, a SCORR five timer,as he refers to himself, Amelia
(16:12):
Cordova is now at all thesciences, and he has been doing
selfie videos once a week, oncea month, on LinkedIn, and he's
at a trade show. He does alittle selfie video. He's at,
he's at the office in NorthCarolina. He does a little
video, and you start to see theengagement on LinkedIn when it's
(16:32):
just Emilio, a huge personawithin the industry, Emilio and
and somebody who has been aroundand he's just having a one to
one conversation. Karen, over atthis neck life sciences like
these are individuals that areleading the charge in that. And
when I look at the impact thatthose posts have on LinkedIn,
when I look at my own posts onLinkedIn, the difference when I
(16:54):
have a video that's a minute ortwo, or even, you know, I rant a
little bit, so three or fourminutes, the difference in the
the engagement is massive, thenumber of comments, the shares,
even on Emilio's post, I seethings just like, nice to hear
from you, Emilio, good to seeyour hat like you're just
creating another really solidrelationship. Touch point, which
(17:19):
kind of leads me to this, thisquestion of, you know, on
LinkedIn specifically, do yousee just as much opportunity you
know, you've mentioned websites,we've mentioned things. Do you
see just as much opportunity forvideo on LinkedIn from the
company and from the individuallevel as well?
Yeah. So recently, the LinkedInCEO posted a video, yeah, I saw
(17:44):
this, yes, that they noticed ahuge trend lately of just
exploding engagement rates forvideo, yep. And to me, I hear
that, and think that's all sortsof video that's Lo Fi content
that's polished brand videos,all these things. It's just
(18:05):
video content. So how do youkeep doing video content? You
know? How you keep putting itout there? 234, videos a month.
How do you do that? And there'sa level of authenticity to like
videos like Emilio's right,where you know it's something,
this is another thing you and Ihave in common. We're talking b
to b, but there's people behindthe bees, right? And it's people
(18:31):
talking to people. And so whenyou see something like Emilio
self recording a video and himgiving his thoughts, you
immediately connect to thatcompared to a video that opens
with a logo and text aboutservices, etc, you're getting
marketed to. So you've reallygot to find somebody who is
ready to be marketed to, versussomeone who's just putting
(18:53):
themselves out there, them andtheir company out there. Yeah,
that's an instant connection.
You're seeing a face, you'remaking eye contact. It's on the
screen, but you know, you'reseeing a face, you're seeing
someone you are familiar with,and that just will just feel
better to somebody and lesschance of scrolling by. So yeah,
(19:16):
it comes back to that humans buyfrom humans that they know
Right? And the more that yourbrand has humans at the
forefront, the more likely youare to be top of mind when your
target audience is ready to buy.
And I think, you know, this is asegue and a tangent that we
don't need to go down we'vetalked about on a couple of
(19:38):
podcasts before, but theindustry doesn't necessarily
support or love personal brands,yet, it's it's a couple of
companies that are really propersonal branding, but personal
branding has been a hurdle. Whatif they get poached? What if
they move on? What if they saysomething different, their
LinkedIn can't be different, youknow? So there is a little bit
(19:59):
of that. That we have tocontinue to overcome. Because,
you know, like the Emilio islike the guarantees, you know,
in some respects, SCORR and mehaving, having my face on
LinkedIn all the times, itshould benefit me and it should
benefit the the organization.
But if you're not comfortablewith that yet, or you don't have
somebody that's willing to doexactly what I do, or what
(20:22):
Amelia is doing. You don't haveto have that you can create
video content, you know, youtalked about it doing an
interview for 30 minutes. Youcould have 10 different snippets
that you could be reallypragmatic with create once and
distribute forever, and justhave a different methodology of
churning out that content, ofpromoting it, even things like,
(20:45):
I love when I see a going to atrade show video, and it's just
the person going to the tradeshow and it's on the company
page, and it's like, Hey, thisis so and so, and I'll be
representing so and so in Bostonfor bio. Like, so simple, but
it's like, oh, now I actuallyknow your face. I didn't know
who you were before. I didn'teven know you worked at that
company. Like that. 20 secondscan be so intangible for the
(21:09):
success at the show, and it'ssuch it's just such a little
thing that we often overlook inthis space right now, too.
Yeah, so personal brands exist.
You want to go down it. You wantto go down it? Yes,
because I'm someone who also haspersonal branding outside of,
(21:30):
you know, the job, you know whatI mean, outside of SCORR. And,
you know, I think it's extremelyimportant, you know, because,
like you said, like we talkedabout, there's people behind the
company, and regardless ofwhether they're putting
themselves out there and realsociable or a little more
introverted, a little morebehind the scenes, regardless,
(21:51):
they're there, and people shouldknow that they're there,
the personal brand impact thatcan be had at the scientific
level, at the subject matterexpert level, we're seeing it on
earned media and publicrelations opportunities. If you
have a personal brand onLinkedIn, your company is more
likely to get speakingengagements. You're more likely
to get pickups on editorialopportunities, on press
(22:13):
releases, on interviews, and soI think a lot of times again,
it's almost as if video was inthis silo and personal brand was
in this silo, but if you canstart to integrate it into all
of the other things that we aredoing, and personal brand and
company brands start to meld andmesh together, that's really
where we can we can have a lotof success. And I still think
(22:35):
video is is a perfect way to beable to do that too, yeah.
And I think when you talkedabout trade shows, yeah, and how
you love seeing a video ofsomeone at a trade show, and
it's just like, I'm here, yeah,let's chat whatever I think of
like someone in a booth, right?
There's usually some downtime ina booth, absolutely, you know?
And you could go walk aroundwhatever, or you could pick up
(22:58):
one of the case studies or whitepapers, and sell sheets that you
have at your booth, and take avideo saying, hey, at this
booth, we have this, and whatyou'll find in it there's
because in in that white paper,the the text and copy is written
for you, yeah, already, there'sgoing to be benefits. There's
going to be a sub head that'sgot a benefit. And you say,
that's all you gotta do is readthat basically in your own
(23:19):
words. Say, if you get this,this is what you're going to get
from this. We have a stack ofthem at the booth number, etc,
and post that, you know that,compared to a static graphic of
that white paper, case study,etc, at the trade show, like,
which one are people going tostop and go, Hey, especially if
(23:39):
they're there, you know, they'rethere, different, yeah, so,
yeah, I I've actually never seensomebody do that. And I'm going
to do it, and you're going tohear this maybe next week when
we're recording it, and that'sright before bio and dia. So I'm
going to do that in two weeks atbio, and I'm going to do it, and
we'll reference it, and we'llshare that video out, because
(24:03):
that's a really good idea.
Braden, it's super simple, superwe can do that because I know
you're bringing SCORR stuff. Weare a handout. And you know,
benefit of SCORR, you've got usthere thinking of these ideas
for your booth.
Yes, yes, we can handle all ofthe things. I love that plug
Braden, that's fantastic. Okay,I want to talk a little bit
(24:25):
about some of the aspects ofvideo, just getting really
logistical here in terms of thereasons that we should integrate
video. And I'm going to pull up,I'm going to put you on blast
here, because we recentlypublished this blog at the end
of April, five reasons toinclude video in your digital
content strategy. You can findthat on the SCORR marketing
(24:48):
website. And when you go to theSCORR marketing website, it's
going to look really, reallygood, but that is just the
teaser. You go to the SCORRmarketing website, you look for
it, you find this blog from fromBraden. It was published April.
30th, and we talk about the fivereasons why video should be an
(25:09):
integral part of your pipelinegeneration. And before we even
get to the five things, I justhave to say the word pipeline
generation to me is so importantthere, because video can support
sales, and that's one of thesefive things. But video is not a
afterthought. It's not a prooffor item. It is something that
(25:29):
should be generating pipeline.
And so the five tactics, or fivereasons why we have video
outperforming video engaging,video being really flexible,
video guiding and supportingsales, and then video
simplifying, just the complexnature. And the two that I
really wanted to talk about isthe the engagement rate, and
(25:50):
then the sales and so for this,video engaged, for those of you
who aren't looking at it rightnow, videos engaging and
interactive in ways that arejust not possible with text,
viewers retain 95% of a messagewhen presented in in video,
compared to 10% when text based.
And then we kind of go throughthis example about a CEO sending
(26:12):
an email with a video versus 600word summary and on LinkedIn
alone, users engage with videoads three times, three times
longer than other ad types andare the most shared type of
content. Live LinkedIn videosgenerate 24 times more comments
than native video, andsimilarly, 87% of users are more
likely to take action afterfinding a product or service on
(26:36):
YouTube via video. That's thestatistics, right that
you read that that makes me wantto buy a video 100% and so you
can't ignore all that's whatI was going to ask, is give me
like, is there something behindthe scenes here? Right? So I we
talked about why it'soverlooked. That's the that's
the data in front of us thatwe're staring at. Is there
(26:58):
anything else that you wouldwant to add? We've kind of
talked about a lot of this indifferent ways, but just this
video engagement part, and likethe retention of the knowledge
that we're sharing that 90% 95%is wild to me, in terms of
retaining our value proposition.
Anything else that you wouldwant to add to that section
specifically on the engagementthat's possible through video?
(27:21):
Yeah. Sowhat we're talking about here
is, we're talking about people'ssenses, right? If you have a
bunch of texts, which are mostlanding pages, have a bunch of
text, you know, most placeswhere you're you're getting
leads, you know, and whatnot,lots of text that requires
effort on the viewers end right?
(27:42):
They're having to read. They'rehaving to process. If you have a
video, you're hitting them inanother sense, the hearing
that's more engaging. So themore senses you can hit, the
more you've you've wrangledsomebody in, right? The more
you've got pause from them.
They're invested. They hit playand they they take it in.
They're just taking it in versushaving to put in the effort to
(28:04):
read. So there's really, like ahuman, you know, habit element
here where you got to make iteasier for people. Video, makes
it easier for people. And youtouched on the, you know,
pipeline generation. Well, weall the stats are there. We
talked about stats so much. Thestats are there. You give all
(28:27):
your tactics a rub from thevideo. So there's types of
videos to include throughoutthat sales process, right? So
you've got someone who justbarely heard of you. That's a 15
second video about what you doand why. Then you've got someone
who's on, they're on yourwebsite, you know, they're
looking through your services.
There's your services video, youknow, that's maybe a minute.
(28:50):
Then Then you've got someone whoreached out, they filled out a
form. You had a video convincingthem to fill out the form. And
then you've got a demo of whatit is you do, you've got a
message from the person thatthey're about to meet with,
saying, Thanks for filling thisout, etcetera. Maybe that's what
they got in the email. So you'reyou're constantly engaging
(29:11):
people with a video throughoutthat process, and the videos can
get a little bit longer. Theycan have a little more content
with them as they go. You don'twant your main video that's
upfront to be three minuteslong, you know, that's for
someone who knows what you doand knows a little bit about how
you might be able to help them.
Then you've got a longer form,you know, to me, long form is
(29:33):
anything like two and a halfminutes or more, you know, to
me, that gives, that's longform, you know. So, so you can
give every part of that salesprocess make it easier for
people. That's going to give youmore leads, and that's going to
have people more invested, lessless when people get to that
point, less chance of backingout. And it's such a subtle
(29:55):
thing, right? It's such a subtlething, and it requires. You
know, some content generation,but like you, like we talked
about, it doesn't require hugebudgets to create videos that
help people move from one stepto the next.
Man you are, you are speaking mylanguage with the sales process
and the buyer's journey, andthey're being touch points for
(30:17):
everybody throughout. And weknow in this space, the buyer's
journey is 1218, 24, months longat times, and we're talking six,
seven figure deals that take along time to come to fruition.
And so when I think then evenfurther about video, we know
that 93 to 97% of the audienceis not ready to buy today.
(30:42):
They're going to go to RFP,they're going to have a top
three, a top five, maybe a top10. In consideration, said, if
they're bringing on a patientrecruitment company, or if
they're bringing on a cdmo, orif they're bringing on a CRO or
a study a site, they might havethree, they might have five.
They might have 10. If we'resaying that the retention of our
(31:03):
value proposition is higherthrough video than it is through
text, and the whole goal for meof marketing is to make sure
that we are in the top three,the top five and the top 10 of
that consideration set, it feelslike a no brainer. It gives us
the opportunity to control thenarrative. Control A story of
(31:23):
what our value proposition is.
It can simplify the solutionsand the results that we can
create. It increases the valueproposition retention and the
value proposition educationaround what we bring to the
table. And so then when salesare going out, and the business
development team is doing theirprospecting and their hunting.
(31:43):
There's already 50 or 60% ofthat buyer's journey that's been
done through our content. Andjust to say we love all the
other forms of content, youknow, I absolutely love all the
other forms of content, but ifyou're spending, you know, X
amount of dollars in paid searchand in SEO and in paid LinkedIn
and in trade shows, adding videois not going to double that
(32:07):
budget. You could add $20,000and you could have a little
video in all of those differentareas. You could add $5,000 if
you really wanted to, you couldfigure it out it's just to
support all of this, and add tothat value proposition
retention. And if that's what itcomes down to, I mean, you're,
you're looking at the answerright in front of you, and
(32:29):
you're just, you're justchoosing not, not to, not to see
it. You know what? I mean, I gotexcited you. You started talking
about sales process, becausethat's all this industry cares
about. And I respect that. Andit's true, all that matters in
this industry is pipelinegeneration, right? We have to
have revenue if it's notsupporting business development
(32:50):
and it's not supporting revenuegeneration, it shouldn't be
brought to the table. And Ithink for too long, video has
been looked at some as somethingthat is not a revenue driving
tactic or a pipeline drivingtactic. And I am fired up and
just don't agree with thatsentiment in any way, shape or
form. Video, Video, Video ispipeline generating. It is
(33:12):
revenue generating. Okay?
So something you talked about,we love all other tactics too,
right? Yeah, that's why I wrotea blog about video versus video,
about video. So one thing thatI'm always preaching about is
variety, especially when itcomes to organic things. You
know, if you every single socialpost you make is video, or every
(33:34):
single ad you put out there isvideo, it's the same thing over
and over again. You know, whereare you going to hit people?
People prefer video. They lovevideo. Maybe they're scrolling,
and then it's in a sea of video.
So you do a static, you knowwhat I mean? You put, you
present the same information ina different way, but repetition
(33:54):
is the key, yeah. So, you know,you're giving people variety to
hit them, you know, in differentdifferent ways. So we're talking
about video. We're promotingvideo at the under. The
underlying thing of it, for me,is, is variety, so, but you've
got to have video as part ofthat variety. And so that's why,
that's why we've got a blogabout video stamps.
(34:16):
Oh, I love it. And, you know,you make a great point. There's
no one silver bullet, right? Webelieve in a really pragmatic
approach. You know, we talkedabout, create once, distribute
forever. And there's differentways that you can you can do
that. Braden, I knew that I wasgoing to come into this episode
fired up, but you like, turnthose engines on even more. And
(34:37):
this has just been anunbelievable 37 minutes thus
far, I want to give us both theopportunity for a final
takeaway, and so I'm gonna, I'mgonna throw it to you first.
This might be something that youend up, you know, cutting out as
a snippet for the both of us andusing as video promotion for the
podcast. So that being said, so.
(35:00):
Somebody is hesitant on video,and they want to kind of get
your final takeaways on it.
Where would you go? What's yourfinal thought? Okay,
so I'm going to hit you with anALEC ask, hot take, I think. And
I'm going to say what mostpeople think of as brand videos.
Brand video is dead. Brandvideo, you know, has always
(35:25):
been, I think, somethingeveryone thinks about as one big
video that's all encompassing,that has all your services, your
values. Why? Where you started,like you said, some of the stuff
that Not, not, not a lot ofpeople care about anymore, how
long you've been doing it,things like that. And it's got
your whole it's got the wholesales process, everything you
(35:48):
had mentioned to different leadsat different times in one long
brand video, it's dead. You'vegot to cut that out into
different bite sized pieces andbe more strategic about where
you place that information. Youknow, maybe someone early on
wants that value. Someone in thenext step, wants just services,
(36:12):
you know what I mean, versushaving it in one brand video
that's on the website that nevergets updated. People move
throughout your website. It'sthe same with video and the
information, the content that'sin there. So when, when we're
talking about we need a brandvideo? I'm like, yes, we need a
brand strategy. We need a videostrategy. Where are we going to
(36:33):
put the information? Where arewe going to put different types
of videos, multiple videos, forlikely less cost than you would
spend on a full brand video. Oh,I adore that. And you will be
able to see that on the SCORRMarketing website if you go
check it out and you'relistening to this, you go to our
services and you're going tohave a subject matter expert
(36:55):
talking in each of thosesections, rather than the all in
one. And one of the things thatwe talk about with the
storytelling right now. Radon isyou can't do the where
everything to everyone all atonce, and here's all this
information. And it's kind ofthat approach, right like four
to five minutes, and it's gotevery facility, every historical
element, a lot of that's tablestakes. And when we talk about
(37:16):
the website and the big ideathat SCORR creates, we talk
about somebody walking by yourbooth and somebody landing on
your website, and you having 13seconds to basically answer the
questions, what do you do? Andwhy should I care? And if we
don't take that same approach tovideo, then why would we take
that approach to the website orthe trade show booth or the
(37:37):
other assets that we'recreating? So that is a that's a
fantastic takeaway, but I thinkyou got another thought here. So
what? Yeah,so you said 13 seconds. Why
should I do this? Yeah, thatmakes me think of that's, that's
a problem. That's a problem thatvideo can solve for you. Yeah.
So when someone, you're we'retrying to promote case studies,
you know, we're trying topromote examples of why, you
(38:00):
know, someone is good at whatthey do and why you should buy
from them. 13 seconds topromote, to talk about that, the
piece of content, that example,gonna boost your your leads,
downloads, you know, all thechances of making a sale 13
seconds. Maybe it's a point fromthe piece of content that's
(38:24):
animated that gives you apreview in an interesting visual
way. It's all those senses wetalked about. Maybe it's a Lo Fi
zoom recording of the person whowrote the case study or the
article, etc, uh, talking aboutone point, saying, Here's a
point from this for more greatpoints. Download button over
(38:45):
here. Yeah, for the rest of it,you know. So it's literally,
we're talking 1015, 30 secondspieces of content, video, you
know. And more, more of those,versus one two minute video,
yeah, and I've even seen thoseas, like, four to five minute
videos. So I mean, I thinkyou're you're right in line, and
(39:06):
I want to take a challenge. Whenwe hang up here, I've got a
call, and then after that, Ihave a little break, and I'm
going to record a 32nd video andI'm going to post it to LinkedIn
today. So it'll be a week and ahalf before everybody gets to
listen to this, but I'm going topost a 32nd video. Second video
that is under 30 seconds, andwe'll mention it back in the
(39:28):
podcast, vice versa. I'll sharethat. I will match
you on that. Ooh, later today, Iwill record a less than 32nd
video about the video blog thatwe've referenced. Look at that,
and we'll both post them. Yeah.
And then when people listen tothe episode, they're like, we'll
(39:49):
link it. Once the episode'slive, we'll come back, we'll
link it to these posts, and viceversa, yes. And this is a fun
challenge. I might start doingthis in all of our podcast
channels. Just like we'll justsee what people do. This is
awesome,as someone who likes to practice
what they preach. Let me. Let memake a low five video today, and
(40:10):
you know, I'll, it will berecorded today. I may post it
tomorrow, becauseI love it. Well, let's make it
happen. You, you had basicallytwo, just fantastic final
takeaways. And so my, my finaltakeaway is gonna be really
short, and then we'll, we'llwrap up here. Final takeaway for
me is just try some version ofit, right, like you can do it at
(40:34):
the lowest investment level. Youcould do it on Zoom first and
just post a zoom like you can goreally, really low. Fi, on
LinkedIn, use your phone at atrade show. Just try something
you might not be comfortablewith. It right away. I promise
you you weren't comfortabledoing some of the digital things
that we're doing now as commonpractice, and that's going to
happen over time, but you'renever going to get there if you
(40:57):
don't at least take that firststep. So this, you know, this
quarter, this trade show, justtry some version of video, and
if you have questions on it,reach out to Braden on LinkedIn.
Reach out to me on LinkedIn,email, and we'll give feedback.
We'll hop on a call and talkvideo through because it's not
as complicated as we are makingit. Yeah.
(41:17):
And real quick, my favoritething, obviously, I'll nerd out
about key frames and, you know,motion blurs and inertia and
making things move. But myfavorite thing is when someone
comes to me and says, I have$100 what can I do here? I have
$1,000 what can I do here? Or Ihave this, this, you know, piece
(41:38):
of content that's not performingwell, yeah. What can I do here
that that I love that so much.
Yeah, I love it. I love it.
Well, that's a good plug to callSCORR, call Alec, call Braden,
and we'll hop on a call andwe'll nerd out on all the
things. Braden as always, thankyou for your role in the
podcast, but also thank youtoday for sharing your insights
(42:01):
and expertise. I know this isgoing to be an extremely
valuable episode for those whoare listening or watching or
consuming this content in someway, shape or form. And if you
are consuming this content, weare now well past the 50 episode
marker for the SCORR cast, whichis just insane. We started this
almost a year ago now, had noidea that we were gonna take off
(42:23):
with this many episodes, and thesummer slate is absolutely
fantastic. We've got Heathersagrew, we've got Roger booten,
we've got Esther Howard, we'vegot Elizabeth chave. We have got
Tess Dugan. We've got Jonathanwolf like, I mean, there the
summer schedule is fantastic,and so you're going to want to
stay up to date on the SCORRcast. You can do that by
(42:45):
following SCORR marketing. Youcan follow Braden. You can
follow me on LinkedIn. You canconsume the content anywhere you
get podcast, and make sure thatyou subscribe. Leave a five star
review. That's, you know, reallygood for us. It lets us know
that you're listening. And ifyou don't leave a five star
review, leave a three starreview. I can take feedback, I
(43:07):
can take criticism. I can'tchange my voice, but I can, I
can handle all of the otherpieces of that we want to hear
from you on what type of contentyou're looking for, because at
the end of the day. This isreally what started us creating
the podcast, was being able tohave really enlightening, light,
enlightening conversations withthe leaders in the life
(43:29):
sciences. So thank you toanybody who's listening and
Braden one more time. Thank youto you for participating today
and sharing your wisdom with us.
I appreciate it. Thank you.
(43:49):
You as always, thank you fortuning in to this episode of the
SCORR cast brought to you bySCORR Marketing. We appreciate
your time and hope you foundthis discussion insightful.
(44:10):
Don't forget to subscribe andjoin us for our next episode.
Until then, remember, marketingis supposed to be fun.
Hello everyone, and welcome toanother episode of the SCORR
cast. I am absolutely excitedfor today's conversation for two
reasons, one, our guest andnumber two, the topic of content
that we are going to talk about.
We are going to be joined bywhat I'm going to refer to as
(00:31):
video extraordinaire, BraedenTyma. I'm so excited to have you
on the podcast, because you havebeen behind the scenes for the
previous 50 versions of theSCORR cast, and every time I get
to mention, hey Braeden, makesure we pull that quote, it's
now directly talking to you. Andso I'm so excited to have you on
(00:52):
and we're going to talk video,which is something that you and
I have a very shared interestfor. It's something that I'm
extremely passionate about inone version, and then something
that you're extremely passionateabout in all of the versions.
And so I'm really lookingforward to this. I'm so glad
that we finally got you oncamera instead of in quotes
(01:15):
behind the camera. Appreciateyou taking time out of your day
before we start yelling andgetting really excited about all
the things Braden, why don'tgive an introduction for those
of those of the listeners whoaren't familiar with your name
and your game,that was a great intro. Yes,
hello, everyone. I am Bradentema. I am the video manager at
(01:39):
SCORR Marketing, and I've beenwith SCORR Almost 13 years.
Started as a designer and alwayshad a mind for digital. That was
I came about during the socialmedia boom, and was just so into
that, and it's just grown fromthere. I do video all day,
animation, storyboarding,concepting, you know, strategic
(02:03):
like, what type of video youshould you be doing, and how all
the way to, you know, the launchcaptions, what's the thumbnail,
you know, how's that going toperform? How can we get this to
perform? Once we're done, made acool video. Now, what you know?
So, yep, Ilove it. And you, you basically
just opened a can of worms ofour conversation for today on
(02:27):
video. And I think that, forlack of a better terms, video
has a bad rap within theindustry that we are
specifically working within,right within the life sciences,
and I talk about this a lot onthe podcast, but also talk about
it on my own individualLinkedIn, that I believe that
(02:49):
video has been the next bigthing ever since I started in
marketing a decade ago. Andevery year, when you look at
trends for 2025, and 2026, videois still in the top two for the
trends for the following year,because nobody has capitalized
on it in the way that they can,and the life sciences are
(03:12):
especially in that boat that weare as an industry not
capitalizing on it, and we'renot capitalizing on it in the
way that you and I are doing itright now, with long form video
and subject matter expertise.
We're also not capturing it interms of the short form video,
Lo Fi, animated infographics,like anything that you could
(03:32):
possibly think of that hasvideo. We're overlooking it. And
I we kind of talked beforehandabout the outline for today's
call, and I always promise onebad podcast question each
episode. And I want to get usstarted with an absolute doozy
of a question to to you,Brayden, which is, what the hell
(03:57):
is going on? Why? Why is videostill overlooked? Why is video
an outcast in some areas withinmarketing and looked at as
something that we can't achieveor we can't do, and why is there
this misconception ormisunderstanding on video
Braden?
(04:18):
So two things come to mind.
There is a misconception aboutcosts and quality lately, and
it's something you and I haveanother shared passionate about.
Lo Fi video, yeah, there's athere's a thought that video has
(04:38):
to be expensive, you know. And Iremember, you know, we've, we've
done videos that $100,000budget, you know what I mean,
all the way down to $500 budget.
So there's a wide spectrum. Itused to be, you know, you would
invest in one video, and thatvideo would go on your website,
and that would be it. Uh, youknow, but now you can, you can
(05:03):
spend less and get morelongevity out of videos. So
what, what people want to bedoing is taking, you know, their
budget and making smallervideos, not, you know, not
everything requires travel, noteverything requires hair,
makeup, a crew, you know, thatkind of thing it can, you know,
and it all boils down to to why,what are the goals? And, you
(05:25):
know, that kind of thing. Butyou can be doing video content
over zoom, yep. The second thingthat comes to mind is, is being
on camera. Being on camera canbe intimidating for some folks.
I know that as someone who'susually behind the camera and
I'm on the front of the camera.
But there's ways to get aroundthat too, you know, part of that
(05:50):
you could push through and justbe on it and, you know, go for
it, or wait, there's things likevisual sound bites, do audio and
turn that into video, you know,turn that into animation, you
know. So I think there's,there's some misconceptions
about, you know, what, how touse video, and where it can go.
So it's that, once the video isdone, it's, it's the part after
(06:11):
that, you know, it's thestrategic deployment of video,
you know, the end, the end goal.
I think you know what, what kindof video be? Is really like, you
know what, what the what thequestion is. And, yeah, it does.
It doesn't have to be expensiveto have results, yeah and,
(06:32):
and it doesn't have to be atalking head sitting on camera
for an hour at a at a time. AndI think you hit on the three
things that I hear the most inour sales conversations about
video. The first is always costand assuming that when we
mention video, we either mentionor are they're assuming that
we're talking about flyingeverybody to headquarters in
(06:55):
Sweden or in Boston and doing athree day shoot. The concept of
animation, the concept oftalking head on Zoom is not yet
common discussion or commonpractice within the industry.
The second is exactly what yousaid subject matter experts not
necessarily feeling comfortablebeing the face of a topic or the
(07:16):
face of a conversation. But thenthe third that I see is kind of
what you just alluded to, whichis the deployment of said video.
I've heard a lot of times,nobody in this industry is going
to watch a freaking video. Man,nobody's going to watch video.
And I about blow up when I hearthat, because every human being
(07:37):
is con is consuming video at arapid clip, and even your chief
scientific officer, who hasseven PhDs, is getting their
news and their content fromsomewhere, whether they're
listening to the daily orthey've got the Wall Street
Journal or the contract pharmaor whatever organization
(07:58):
distributes their news, if youhave the right information, and
you have it in the way thatthey're looking for it. Video,
still, in my opinion, representsthe best way for somebody to get
to know you, like you, and trustyou, and actually understand the
news and the value that you'rebringing to them. And so those
three, it's interesting that youbasically hit on all three of
(08:18):
them that you're seeing. It'sexactly what we're seeing in the
marketplace. And I think fornumber one, the cost issue is
just a, I don't want to say lackof education, but I think part
of it is the lack of knowledgeof the options on video, right?
They think of it as that massiveshoot. And you mentioned sound
(08:40):
bites, you mentioned the shortform, Lo Fi animated. There's so
many different things than justyour traditional video. And I do
think there's an avenue wherethat answer solves misconception
one, misconception two andmisconception three around
video, because if you do thatreally well, in terms of the
Bite Size content, you do thatreally well. It's going to ease
(09:01):
the concern for the SMEs, andit's going to be easier to
distribute. I don't have afollow up question to that, but
any thoughts on, on, on, justthat, you know, those three
pieces of this puzzle kind ofcausing hurdles for for video
development within the industryat all?
Yeah. So early on with what youwere saying as far as how people
(09:26):
get their other content, yeah,think about how people get their
news, any other content, theycontent they look at there, it's
probably a scroll. And like yousaid, this is a wide range.
We're talking CEOs, yep, youknow, we're talking all levels
of leadership. You know, you'reyou're getting it on your phone,
(09:47):
and you're getting it in allsorts of different styles and
production qualities. There's noreason that any company can't be
doing the same so, and you know.
Maybe, maybe Leadership isn't onTiktok, but Tiktok style video
is everywhere you're seeing it,even on broadcast news. You know
(10:12):
what I mean? Like people are onzoom on TV. You know when they
plug into CNN or whatever? Soit's, it's like, we're already
used to seeing that, but there'sthat disconnect between, okay,
they're doing it, you know, onbig, big, you know, big places,
CNN, etc. There's no reason acompany can't do that either.
(10:35):
Yeah, you can. We can do thattoo, you know, and we're used to
seeing that. So when, when yougo on a website and you see an
interview from a talking head, aquick thing from, you know, a
quick sound bite from somebodyyou know, who's an expert, and
it's on Zoom, we don't think,oh, that's that reflects poorly
on them anymore, because we'reused to seeing it. So that's
(10:57):
cost savings that's being ableto put out more content more
often, because it's cheaper,it's easier to update that kind
of thing. So, you know,production, quality and costs
are coming down across theboard. They have to. They cannot
be expensive. Back in the day,they it was, production was
(11:18):
expensive, but there's so manytools now to do things within
every single budget.
I am obsessed with this line ofconversation around that's how
humans consume content. And oneof the tropes that I go on, that
I'm a broken record on, is theit's not B to B, it's human to
(11:41):
human, and at the end of theday, we're telling stories of
the business that we bring tothe table, the solutions that we
bring to the table and theresults that we can generate.
There are, there are ways to dothat with the written word,
right? Like, I am a huge fan ofscientific content that is long
form, your white papers, yourcase studies, your scientific
(12:03):
articles, there's earned media,there's public relations. But if
you tell me, hey, I can captureyour attention in 90 seconds,
and I can hit with you theproblem that you are having.
CEO, with this development, withthis assay, with this peptide, I
can hit this problem that you'rehaving with clinical trial
(12:24):
recruitment. I can give you asolution, and I can showcase the
results that we can bring to thetable. Within 90 seconds, if
we're actually creating thatcontent, I'm going to feel
really good about not onlygenerating the demand, but
keeping it and really stayingtop of mind, because I'm one to
one at that level. And I think alot of times what happens is,
(12:47):
frankly, the video content justsucks. Like, I like, I think
that that's what it is. There'sa lot of beating our chest right
and pumping up and saying, We'vebeen around for 30 years, and we
have this, and we have that.
It's like, well, that's notgoing to capture your attention.
If you saw that on an Instagramad, you would also move on.
You're not seeing that. You'reseeing Instagram ads that are
(13:09):
targeting problems, bringing thesolution and then showcasing
result. And that's similar towhat we need to be doing in the
life sciences space with videocontent too.
Yeah. Yeah. So that's the otherthing that, what makes a what
makes a goodvideo? Yeah, let's hear that.
It's not so much. I mean,there's an aspect of the
(13:31):
visuals, right? Because you dowant it to look good. And look
good is subjective, you knowwhat? I mean, I'm I just talked
a lot about zoom interviews andthings, you know, to me, that
looks good, yeah, in its ownright. And, but what you're
hitting on is the content of thevideo, you know. And you know,
we, we've done a bunch ofinterviews the last few weeks
(13:54):
with clients, and there isalways, you said, 90 seconds,
I'll lower that. I'll lower thatdown to 30 seconds. There is
always, like, 10. We'll, we'lljump on for 2030, minutes talk
to a client. We'll use that in avideo. There is always so many
32nd sound bites that I'm justthat just blow me away, that I'm
like, oh, this person knowstheir stuff, yeah. If I was in
(14:18):
the market, you know, foranything involving peptides and
testing and involving the FDA, Iwould want to ask this person
and converse with them for anhour, just based on the 32nd
sound bite, you know, so andlike I said, that's a 20 minute
commitment to get probably 1015sound bites that you can use,
(14:41):
that's a year's worth ofcontent, and it shows that you
know what you're talking about.
I mean, that's what, that's whatwe're doing here at marketing,
right? We're trying. We'rehelping you people realize that
you know what you're talkingabout. Yeah, so audio and video
is he it's been, it's alwayslike you. The numbers keep
growing. Yeah. Now it's alwayslike 96% 97% are using it, and
(15:05):
it's always like the fastestgrowing. So it's just like, that
tells me that just more people.
It's just going beyond into morepeople,
yeah. And there's always acaveat within those statistics
where it's like 97% of peopleconsume video on a day to day
basis, but only 33% of companiesare using it. And it's like,
(15:27):
well, that's a huge avenue forcompanies to take advantage of.
And you take it a step furtherwithin the life sciences, I
think that number is 5% I reallydo. And I'm I'm speaking a
little bit out of turn here onthe podcast, because five, five
ish, five ish, right? Let's gowith five ish percent. There are
(15:48):
a handful of subject matterexperts within the space that do
video and do it well. There area handful of companies that do
well, a lot of companies thatare coming to us and asking for
animated videos, and we'vecreated some really nice stuff.
But even at the individuallevel, you know, the over this
past year, a SCORR five timer,as he refers to himself, Amelia
(16:12):
Cordova is now at all thesciences, and he has been doing
selfie videos once a week, oncea month, on LinkedIn, and he's
at a trade show. He does alittle selfie video. He's at,
he's at the office in NorthCarolina. He does a little
video, and you start to see theengagement on LinkedIn when it's
(16:32):
just Emilio, a huge personawithin the industry, Emilio and
and somebody who has been aroundand he's just having a one to
one conversation. Karen, over atthis neck life sciences like
these are individuals that areleading the charge in that. And
when I look at the impact thatthose posts have on LinkedIn,
when I look at my own posts onLinkedIn, the difference when I
(16:54):
have a video that's a minute ortwo, or even, you know, I rant a
little bit, so three or fourminutes, the difference in the
the engagement is massive, thenumber of comments, the shares,
even on Emilio's post, I seethings just like, nice to hear
from you, Emilio, good to seeyour hat like you're just
creating another really solidrelationship. Touch point, which
(17:19):
kind of leads me to this, thisquestion of, you know, on
LinkedIn specifically, do yousee just as much opportunity you
know, you've mentioned websites,we've mentioned things. Do you
see just as much opportunity forvideo on LinkedIn from the
company and from the individuallevel as well?
Yeah. So recently, the LinkedInCEO posted a video, yeah, I saw
(17:44):
this, yes, that they noticed ahuge trend lately of just
exploding engagement rates forvideo, yep. And to me, I hear
that, and think that's all sortsof video that's Lo Fi content
that's polished brand videos,all these things. It's just
(18:05):
video content. So how do youkeep doing video content? You
know? How you keep putting itout there? 234, videos a month.
How do you do that? And there'sa level of authenticity to like
videos like Emilio's right,where you know it's something,
this is another thing you and Ihave in common. We're talking b
to b, but there's people behindthe bees, right? And it's people
(18:31):
talking to people. And so whenyou see something like Emilio
self recording a video and himgiving his thoughts, you
immediately connect to thatcompared to a video that opens
with a logo and text aboutservices, etc, you're getting
marketed to. So you've reallygot to find somebody who is
ready to be marketed to, versussomeone who's just putting
(18:53):
themselves out there, them andtheir company out there. Yeah,
that's an instant connection.
You're seeing a face, you'remaking eye contact. It's on the
screen, but you know, you'reseeing a face, you're seeing
someone you are familiar with,and that just will just feel
better to somebody and lesschance of scrolling by. So yeah,
(19:16):
it comes back to that humans buyfrom humans that they know
Right? And the more that yourbrand has humans at the
forefront, the more likely youare to be top of mind when your
target audience is ready to buy.
And I think, you know, this is asegue and a tangent that we
don't need to go down we'vetalked about on a couple of
(19:38):
podcasts before, but theindustry doesn't necessarily
support or love personal brands,yet, it's it's a couple of
companies that are really propersonal branding, but personal
branding has been a hurdle. Whatif they get poached? What if
they move on? What if they saysomething different, their
LinkedIn can't be different, youknow? So there is a little bit
(19:59):
of that. That we have tocontinue to overcome. Because,
you know, like the Emilio islike the guarantees, you know,
in some respects, SCORR and mehaving, having my face on
LinkedIn all the times, itshould benefit me and it should
benefit the the organization.
But if you're not comfortablewith that yet, or you don't have
somebody that's willing to doexactly what I do, or what
(20:22):
Amelia is doing. You don't haveto have that you can create
video content, you know, youtalked about it doing an
interview for 30 minutes. Youcould have 10 different snippets
that you could be reallypragmatic with create once and
distribute forever, and justhave a different methodology of
churning out that content, ofpromoting it, even things like,
(20:45):
I love when I see a going to atrade show video, and it's just
the person going to the tradeshow and it's on the company
page, and it's like, Hey, thisis so and so, and I'll be
representing so and so in Bostonfor bio. Like, so simple, but
it's like, oh, now I actuallyknow your face. I didn't know
who you were before. I didn'teven know you worked at that
company. Like that. 20 secondscan be so intangible for the
(21:09):
success at the show, and it'ssuch it's just such a little
thing that we often overlook inthis space right now, too.
Yeah, so personal brands exist.
You want to go down it. You wantto go down it? Yes,
because I'm someone who also haspersonal branding outside of,
(21:30):
you know, the job, you know whatI mean, outside of SCORR. And,
you know, I think it's extremelyimportant, you know, because,
like you said, like we talkedabout, there's people behind the
company, and regardless ofwhether they're putting
themselves out there and realsociable or a little more
introverted, a little morebehind the scenes, regardless,
(21:51):
they're there, and people shouldknow that they're there,
the personal brand impact thatcan be had at the scientific
level, at the subject matterexpert level, we're seeing it on
earned media and publicrelations opportunities. If you
have a personal brand onLinkedIn, your company is more
likely to get speakingengagements. You're more likely
to get pickups on editorialopportunities, on press
(22:13):
releases, on interviews, and soI think a lot of times again,
it's almost as if video was inthis silo and personal brand was
in this silo, but if you canstart to integrate it into all
of the other things that we aredoing, and personal brand and
company brands start to meld andmesh together, that's really
where we can we can have a lotof success. And I still think
(22:35):
video is is a perfect way to beable to do that too, yeah.
And I think when you talkedabout trade shows, yeah, and how
you love seeing a video ofsomeone at a trade show, and
it's just like, I'm here, yeah,let's chat whatever I think of
like someone in a booth, right?
There's usually some downtime ina booth, absolutely, you know?
And you could go walk aroundwhatever, or you could pick up
(22:58):
one of the case studies or whitepapers, and sell sheets that you
have at your booth, and take avideo saying, hey, at this
booth, we have this, and whatyou'll find in it there's
because in in that white paper,the the text and copy is written
for you, yeah, already, there'sgoing to be benefits. There's
going to be a sub head that'sgot a benefit. And you say,
that's all you gotta do is readthat basically in your own
(23:19):
words. Say, if you get this,this is what you're going to get
from this. We have a stack ofthem at the booth number, etc,
and post that, you know that,compared to a static graphic of
that white paper, case study,etc, at the trade show, like,
which one are people going tostop and go, Hey, especially if
(23:39):
they're there, you know, they'rethere, different, yeah, so,
yeah, I I've actually never seensomebody do that. And I'm going
to do it, and you're going tohear this maybe next week when
we're recording it, and that'sright before bio and dia. So I'm
going to do that in two weeks atbio, and I'm going to do it, and
we'll reference it, and we'llshare that video out, because
(24:03):
that's a really good idea.
Braden, it's super simple, superwe can do that because I know
you're bringing SCORR stuff. Weare a handout. And you know,
benefit of SCORR, you've got usthere thinking of these ideas
for your booth.
Yes, yes, we can handle all ofthe things. I love that plug
Braden, that's fantastic. Okay,I want to talk a little bit
(24:25):
about some of the aspects ofvideo, just getting really
logistical here in terms of thereasons that we should integrate
video. And I'm going to pull up,I'm going to put you on blast
here, because we recentlypublished this blog at the end
of April, five reasons toinclude video in your digital
content strategy. You can findthat on the SCORR marketing
(24:48):
website. And when you go to theSCORR marketing website, it's
going to look really, reallygood, but that is just the
teaser. You go to the SCORRmarketing website, you look for
it, you find this blog from fromBraden. It was published April.
30th, and we talk about the fivereasons why video should be an
(25:09):
integral part of your pipelinegeneration. And before we even
get to the five things, I justhave to say the word pipeline
generation to me is so importantthere, because video can support
sales, and that's one of thesefive things. But video is not a
afterthought. It's not a prooffor item. It is something that
(25:29):
should be generating pipeline.
And so the five tactics, or fivereasons why we have video
outperforming video engaging,video being really flexible,
video guiding and supportingsales, and then video
simplifying, just the complexnature. And the two that I
really wanted to talk about isthe the engagement rate, and
(25:50):
then the sales and so for this,video engaged, for those of you
who aren't looking at it rightnow, videos engaging and
interactive in ways that arejust not possible with text,
viewers retain 95% of a messagewhen presented in in video,
compared to 10% when text based.
And then we kind of go throughthis example about a CEO sending
(26:12):
an email with a video versus 600word summary and on LinkedIn
alone, users engage with videoads three times, three times
longer than other ad types andare the most shared type of
content. Live LinkedIn videosgenerate 24 times more comments
than native video, andsimilarly, 87% of users are more
likely to take action afterfinding a product or service on
(26:36):
YouTube via video. That's thestatistics, right that
you read that that makes me wantto buy a video 100% and so you
can't ignore all that's whatI was going to ask, is give me
like, is there something behindthe scenes here? Right? So I we
talked about why it'soverlooked. That's the that's
the data in front of us thatwe're staring at. Is there
(26:58):
anything else that you wouldwant to add? We've kind of
talked about a lot of this indifferent ways, but just this
video engagement part, and likethe retention of the knowledge
that we're sharing that 90% 95%is wild to me, in terms of
retaining our value proposition.
Anything else that you wouldwant to add to that section
specifically on the engagementthat's possible through video?
(27:21):
Yeah. Sowhat we're talking about here
is, we're talking about people'ssenses, right? If you have a
bunch of texts, which are mostlanding pages, have a bunch of
text, you know, most placeswhere you're you're getting
leads, you know, and whatnot,lots of text that requires
effort on the viewers end right?
(27:42):
They're having to read. They'rehaving to process. If you have a
video, you're hitting them inanother sense, the hearing
that's more engaging. So themore senses you can hit, the
more you've you've wrangledsomebody in, right? The more
you've got pause from them.
They're invested. They hit playand they they take it in.
They're just taking it in versushaving to put in the effort to
(28:04):
read. So there's really, like ahuman, you know, habit element
here where you got to make iteasier for people. Video, makes
it easier for people. And youtouched on the, you know,
pipeline generation. Well, weall the stats are there. We
talked about stats so much. Thestats are there. You give all
(28:27):
your tactics a rub from thevideo. So there's types of
videos to include throughoutthat sales process, right? So
you've got someone who justbarely heard of you. That's a 15
second video about what you doand why. Then you've got someone
who's on, they're on yourwebsite, you know, they're
looking through your services.
There's your services video, youknow, that's maybe a minute.
(28:50):
Then Then you've got someone whoreached out, they filled out a
form. You had a video convincingthem to fill out the form. And
then you've got a demo of whatit is you do, you've got a
message from the person thatthey're about to meet with,
saying, Thanks for filling thisout, etcetera. Maybe that's what
they got in the email. So you'reyou're constantly engaging
(29:11):
people with a video throughoutthat process, and the videos can
get a little bit longer. Theycan have a little more content
with them as they go. You don'twant your main video that's
upfront to be three minuteslong, you know, that's for
someone who knows what you doand knows a little bit about how
you might be able to help them.
Then you've got a longer form,you know, to me, long form is
(29:33):
anything like two and a halfminutes or more, you know, to
me, that gives, that's longform, you know. So, so you can
give every part of that salesprocess make it easier for
people. That's going to give youmore leads, and that's going to
have people more invested, lessless when people get to that
point, less chance of backingout. And it's such a subtle
(29:55):
thing, right? It's such a subtlething, and it requires. You
know, some content generation,but like you, like we talked
about, it doesn't require hugebudgets to create videos that
help people move from one stepto the next.
Man you are, you are speaking mylanguage with the sales process
and the buyer's journey, andthey're being touch points for
(30:17):
everybody throughout. And weknow in this space, the buyer's
journey is 1218, 24, months longat times, and we're talking six,
seven figure deals that take along time to come to fruition.
And so when I think then evenfurther about video, we know
that 93 to 97% of the audienceis not ready to buy today.
(30:42):
They're going to go to RFP,they're going to have a top
three, a top five, maybe a top10. In consideration, said, if
they're bringing on a patientrecruitment company, or if
they're bringing on a cdmo, orif they're bringing on a CRO or
a study a site, they might havethree, they might have five.
They might have 10. If we'resaying that the retention of our
(31:03):
value proposition is higherthrough video than it is through
text, and the whole goal for meof marketing is to make sure
that we are in the top three,the top five and the top 10 of
that consideration set, it feelslike a no brainer. It gives us
the opportunity to control thenarrative. Control A story of
(31:23):
what our value proposition is.
It can simplify the solutionsand the results that we can
create. It increases the valueproposition retention and the
value proposition educationaround what we bring to the
table. And so then when salesare going out, and the business
development team is doing theirprospecting and their hunting.
(31:43):
There's already 50 or 60% ofthat buyer's journey that's been
done through our content. Andjust to say we love all the
other forms of content, youknow, I absolutely love all the
other forms of content, but ifyou're spending, you know, X
amount of dollars in paid searchand in SEO and in paid LinkedIn
and in trade shows, adding videois not going to double that
(32:07):
budget. You could add $20,000and you could have a little
video in all of those differentareas. You could add $5,000 if
you really wanted to, you couldfigure it out it's just to
support all of this, and add tothat value proposition
retention. And if that's what itcomes down to, I mean, you're,
you're looking at the answerright in front of you, and
(32:29):
you're just, you're justchoosing not, not to, not to see
it. You know what? I mean, I gotexcited you. You started talking
about sales process, becausethat's all this industry cares
about. And I respect that. Andit's true, all that matters in
this industry is pipelinegeneration, right? We have to
have revenue if it's notsupporting business development
(32:50):
and it's not supporting revenuegeneration, it shouldn't be
brought to the table. And Ithink for too long, video has
been looked at some as somethingthat is not a revenue driving
tactic or a pipeline drivingtactic. And I am fired up and
just don't agree with thatsentiment in any way, shape or
form. Video, Video, Video ispipeline generating. It is
(33:12):
revenue generating. Okay?
So something you talked about,we love all other tactics too,
right? Yeah, that's why I wrotea blog about video versus video,
about video. So one thing thatI'm always preaching about is
variety, especially when itcomes to organic things. You
know, if you every single socialpost you make is video, or every
(33:34):
single ad you put out there isvideo, it's the same thing over
and over again. You know, whereare you going to hit people?
People prefer video. They lovevideo. Maybe they're scrolling,
and then it's in a sea of video.
So you do a static, you knowwhat I mean? You put, you
present the same information ina different way, but repetition
(33:54):
is the key, yeah. So, you know,you're giving people variety to
hit them, you know, in differentdifferent ways. So we're talking
about video. We're promotingvideo at the under. The
underlying thing of it, for me,is, is variety, so, but you've
got to have video as part ofthat variety. And so that's why,
that's why we've got a blogabout video stamps.
(34:16):
Oh, I love it. And, you know,you make a great point. There's
no one silver bullet, right? Webelieve in a really pragmatic
approach. You know, we talkedabout, create once, distribute
forever. And there's differentways that you can you can do
that. Braden, I knew that I wasgoing to come into this episode
fired up, but you like, turnthose engines on even more. And
(34:37):
this has just been anunbelievable 37 minutes thus
far, I want to give us both theopportunity for a final
takeaway, and so I'm gonna, I'mgonna throw it to you first.
This might be something that youend up, you know, cutting out as
a snippet for the both of us andusing as video promotion for the
podcast. So that being said, so.
(35:00):
Somebody is hesitant on video,and they want to kind of get
your final takeaways on it.
Where would you go? What's yourfinal thought? Okay,
so I'm going to hit you with anALEC ask, hot take, I think. And
I'm going to say what mostpeople think of as brand videos.
Brand video is dead. Brandvideo, you know, has always
(35:25):
been, I think, somethingeveryone thinks about as one big
video that's all encompassing,that has all your services, your
values. Why? Where you started,like you said, some of the stuff
that Not, not, not a lot ofpeople care about anymore, how
long you've been doing it,things like that. And it's got
your whole it's got the wholesales process, everything you
(35:48):
had mentioned to different leadsat different times in one long
brand video, it's dead. You'vegot to cut that out into
different bite sized pieces andbe more strategic about where
you place that information. Youknow, maybe someone early on
wants that value. Someone in thenext step, wants just services,
(36:12):
you know what I mean, versushaving it in one brand video
that's on the website that nevergets updated. People move
throughout your website. It'sthe same with video and the
information, the content that'sin there. So when, when we're
talking about we need a brandvideo? I'm like, yes, we need a
brand strategy. We need a videostrategy. Where are we going to
(36:33):
put the information? Where arewe going to put different types
of videos, multiple videos, forlikely less cost than you would
spend on a full brand video. Oh,I adore that. And you will be
able to see that on the SCORRMarketing website if you go
check it out and you'relistening to this, you go to our
services and you're going tohave a subject matter expert
(36:55):
talking in each of thosesections, rather than the all in
one. And one of the things thatwe talk about with the
storytelling right now. Radon isyou can't do the where
everything to everyone all atonce, and here's all this
information. And it's kind ofthat approach, right like four
to five minutes, and it's gotevery facility, every historical
element, a lot of that's tablestakes. And when we talk about
(37:16):
the website and the big ideathat SCORR creates, we talk
about somebody walking by yourbooth and somebody landing on
your website, and you having 13seconds to basically answer the
questions, what do you do? Andwhy should I care? And if we
don't take that same approach tovideo, then why would we take
that approach to the website orthe trade show booth or the
(37:37):
other assets that we'recreating? So that is a that's a
fantastic takeaway, but I thinkyou got another thought here. So
what? Yeah,so you said 13 seconds. Why
should I do this? Yeah, thatmakes me think of that's, that's
a problem. That's a problem thatvideo can solve for you. Yeah.
So when someone, you're we'retrying to promote case studies,
you know, we're trying topromote examples of why, you
(38:00):
know, someone is good at whatthey do and why you should buy
from them. 13 seconds topromote, to talk about that, the
piece of content, that example,gonna boost your your leads,
downloads, you know, all thechances of making a sale 13
seconds. Maybe it's a point fromthe piece of content that's
(38:24):
animated that gives you apreview in an interesting visual
way. It's all those senses wetalked about. Maybe it's a Lo Fi
zoom recording of the person whowrote the case study or the
article, etc, uh, talking aboutone point, saying, Here's a
point from this for more greatpoints. Download button over
(38:45):
here. Yeah, for the rest of it,you know. So it's literally,
we're talking 1015, 30 secondspieces of content, video, you
know. And more, more of those,versus one two minute video,
yeah, and I've even seen thoseas, like, four to five minute
videos. So I mean, I thinkyou're you're right in line, and
(39:06):
I want to take a challenge. Whenwe hang up here, I've got a
call, and then after that, Ihave a little break, and I'm
going to record a 32nd video andI'm going to post it to LinkedIn
today. So it'll be a week and ahalf before everybody gets to
listen to this, but I'm going topost a 32nd video. Second video
that is under 30 seconds, andwe'll mention it back in the
(39:28):
podcast, vice versa. I'll sharethat. I will match
you on that. Ooh, later today, Iwill record a less than 32nd
video about the video blog thatwe've referenced. Look at that,
and we'll both post them. Yeah.
And then when people listen tothe episode, they're like, we'll
(39:49):
link it. Once the episode'slive, we'll come back, we'll
link it to these posts, and viceversa, yes. And this is a fun
challenge. I might start doingthis in all of our podcast
channels. Just like we'll justsee what people do. This is
awesome,as someone who likes to practice
what they preach. Let me. Let memake a low five video today, and
(40:10):
you know, I'll, it will berecorded today. I may post it
tomorrow, becauseI love it. Well, let's make it
happen. You, you had basicallytwo, just fantastic final
takeaways. And so my, my finaltakeaway is gonna be really
short, and then we'll, we'llwrap up here. Final takeaway for
me is just try some version ofit, right, like you can do it at
(40:34):
the lowest investment level. Youcould do it on Zoom first and
just post a zoom like you can goreally, really low. Fi, on
LinkedIn, use your phone at atrade show. Just try something
you might not be comfortablewith. It right away. I promise
you you weren't comfortabledoing some of the digital things
that we're doing now as commonpractice, and that's going to
happen over time, but you'renever going to get there if you
(40:57):
don't at least take that firststep. So this, you know, this
quarter, this trade show, justtry some version of video, and
if you have questions on it,reach out to Braden on LinkedIn.
Reach out to me on LinkedIn,email, and we'll give feedback.
We'll hop on a call and talkvideo through because it's not
as complicated as we are makingit. Yeah.
(41:17):
And real quick, my favoritething, obviously, I'll nerd out
about key frames and, you know,motion blurs and inertia and
making things move. But myfavorite thing is when someone
comes to me and says, I have$100 what can I do here? I have
$1,000 what can I do here? Or Ihave this, this, you know, piece
(41:38):
of content that's not performingwell, yeah. What can I do here
that that I love that so much.
Yeah, I love it. I love it.
Well, that's a good plug to callSCORR, call Alec, call Braden,
and we'll hop on a call andwe'll nerd out on all the
things. Braden as always, thankyou for your role in the
podcast, but also thank youtoday for sharing your insights
(42:01):
and expertise. I know this isgoing to be an extremely
valuable episode for those whoare listening or watching or
consuming this content in someway, shape or form. And if you
are consuming this content, weare now well past the 50 episode
marker for the SCORR cast, whichis just insane. We started this
almost a year ago now, had noidea that we were gonna take off
(42:23):
with this many episodes, and thesummer slate is absolutely
fantastic. We've got Heathersagrew, we've got Roger booten,
we've got Esther Howard, we'vegot Elizabeth chave. We have got
Tess Dugan. We've got Jonathanwolf like, I mean, there the
summer schedule is fantastic,and so you're going to want to
stay up to date on the SCORRcast. You can do that by
(42:45):
following SCORR marketing. Youcan follow Braden. You can
follow me on LinkedIn. You canconsume the content anywhere you
get podcast, and make sure thatyou subscribe. Leave a five star
review. That's, you know, reallygood for us. It lets us know
that you're listening. And ifyou don't leave a five star
review, leave a three starreview. I can take feedback, I
(43:07):
can take criticism. I can'tchange my voice, but I can, I
can handle all of the otherpieces of that we want to hear
from you on what type of contentyou're looking for, because at
the end of the day. This isreally what started us creating
the podcast, was being able tohave really enlightening, light,
enlightening conversations withthe leaders in the life
(43:29):
sciences. So thank you toanybody who's listening and
Braden one more time. Thank youto you for participating today
and sharing your wisdom with us.
I appreciate it. Thank you.
(43:49):
You as always, thank you fortuning in to this episode of the
SCORR cast brought to you bySCORR Marketing. We appreciate
your time and hope you foundthis discussion insightful.
(44:10):
Don't forget to subscribe andjoin us for our next episode.
Until then, remember, marketingis supposed to be fun.
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