95% Content How Wistia Creates Content That Gets Remembered Years Later
Sep 25, 2025
Sam Balter, Head of Content at Wistia, dives into the art of creating enduring content. He reveals how Wistia transforms a single video shoot into over 100 marketing assets, optimizing long-term engagement. Balter discusses the importance of measurement beyond immediate funnels and why high-quality guides outperform basic PDFs. He champions a video-first approach, predicts a future of hybrid marketing teams, and emphasizes the need for memorable content containers. His insights on leveraging pre-recorded webinars for lasting impact are particularly eye-opening.
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Prioritize Long-Term 95% Content
- Wistia prioritizes 95% content to build long-term brand affinity rather than short-term purchase intent.
- Across products they estimate ~80% of content should target future buyers and awareness over immediate conversion.
Build A Repeatable Content Cadence
- Run a regular cadence of blogs, webinars, guides, and videos to keep consistent reach and engagement.
- Activate subject matter experts on social to amplify ideas beyond corporate channels.
Legacy Series Drove Sam To Wistia
- Sam joined Wistia because of the long shelf life of its past shows like "110 about" and "Brandwagon."
- Those legacy series still get mentioned years later and inspired his content focus on longevity.
