UiPath need’s no introduction in the world of automation.
Its the biggest company in this domain and one can learn a lot from their content marketing strategies.
One of their biggest and more successful content marketing initiatives is the UiPath Academy which has thousands of professionals engaging with the brand’s content and getting certified as well. It deserves a separate post and I will be elaborating on it in a subsequent article.
However, I have been a fan of their cartoon based explainer videos which do many things right, especially when it comes to persona based marketing.
In the video (and similar series on their youtube channel) below, you will notice the following 5 best practices:
1) Starting off with the challenges faced by their core persona – The Automation Champion within a company and then going on in how UiPath can solve these challenges. So, this reinforces the fact that you need to empathize with the customer’s challenges before you tom tom about your product/service.
2) Describing each of their other targeted personas (Business Users, Data Scientists, IT users) in their video and how the product solves their problems. The video can be viewed by anyone – influencer, buyer, gatekeeper, user, and hence it becomes imperative that you address each of them explicitly/implicitly in the communication.
3) A very engaging script which gives equal weightage to each persona and leverages the best practices of storytelling – a clear beginning, middle, and an end.
4) Peppy but subtle background music and a very expressive voice over with the right intonations. A good voice over is very critical to engage the audience and it needs to empathize with the character’s journey in the video.
5) Standardized set of cartoon characters including simple line drawings and robot illustrations which subconsciously reinforce the core idea of UiPath – making automation simple and democratized.
Do share some good examples of B2B SaaS explainer videos in comments to this post and let me know what you liked in them