Picture a cobblestone street bathed in twilight. A lone street performer, clad in worn-out garments, dances with vigor to a tune no longer in style. There&#39;s a crowd around them but, as the camera moves closer, you notice their faces passing by without meeting the gaze of our performer. Despite the dancer&#39;s passionate performance, with sweat pouring down their brow, not a single soul stops to watch. This somber scene reflects the cruel reality of being unnoticed despite giving your all. Just like the performer, companies in the bustling B2B SaaS landscape often find themselves clamoring for attention. To capture the audience’s heart, it’s not about shouting features; it’s about showing the depth and soul of your product through stories that resonate and evoke emotions.Enter Tyler Lessard, the VP of Marketing and Chief Video Strategist at Vidyard - a maestro in content marketing. Like a seasoned choreographer, Tyler knows the moves to enthrall an audience without uttering a word. He’s the guiding light who shows how to weave storytelling into marketing, so your company doesn’t end up like the disheartened performer in the rain. In today’s episode, we’ll pirouette through the realms of content marketing, exploring how to craft stories that not only show but deeply connect, and ensure your product dances gracefully into the hearts of its audience.High Level OverviewShowing Instead of Telling: Tyler Lessard emphasizes the concept of showing instead of telling in content marketing. Like a street performer, it&#39;s essential to captivate audiences through engaging and visual storytelling, which creates an emotional bond and authentic connection with them.The 3 Pillars of Sales Feed’s Success: Sales Feed, a content channel Tyler mentions, is built on the principles of Reach, Resonance, and Conversion. It focuses on extending the content to a wider audience, ensuring it has a lasting impact through resonance, and successfully driving desired actions.Using Humor in Content Without Crossing the Line: Tyler talks about the importance of humor in content but emphasizes the need for balance. Humor can humanize your brand, but it’s essential to ensure it aligns with your brand’s voice and doesn’t offend or alienate your audience.Building a Scalable Rapport Engine: By focusing on authentic content that shows rather than tells, and being consistent in engaging the audience through relevant, relatable, and resonant content, businesses can build a scalable rapport engine. This approach helps to forge deeper connections with the audience.Looking Inside and Outside of Tech for Content Inspiration: Tyler highlights the importance of looking both within and outside of the tech industry for content inspiration. He mentions following influencers on LinkedIn and also looking to consumer content creators like YouTubers and TikTokers for fresh ideas and perspectives.Building a Scalable Rapport EngineBuilding a Scalable Rapport Engine is about

Building a scalable rapport engine with Vidyard’s Tyler Lessard

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