Behind-the-Scenes Content That Actually Drives Pipeline

Behind-the-Scenes Content That Actually Drives Pipeline

Behind-the-scenes (BTS) content often gets a bad rap. It’s typically seen as just another way to showcase company culture or highlight team bonding. But when done right, BTS can turn into a powerful tool that drives pipeline and generates revenue. Let’s dig into how to move BTS content from vanity to substance.

Why Most BTS Is Boring

Most BTS content fails because it lacks a clear purpose. It often focuses on the “look at us” approach rather than “here’s how we can help you.” Common pitfalls include:

• Overly polished content: When it feels too staged, it loses authenticity.
• Inside jokes and jargon: If your audience doesn’t get it, they tune out.
• Lack of relevance: Showcasing office parties or casual Fridays isn’t going to drive sales.

Buyers want to see the inner workings of your processes, your people in action, and the real stories behind your product. If your BTS content doesn’t connect back to what your audience cares about, it’s just noise.

What Buyers Actually Want to See

Understanding what resonates with your audience is crucial. Here’s what you should focus on:

• Problem-solving: Showcase how your team tackles challenges. This could be a quick video of your product team brainstorming solutions or a live demo of your latest feature.
• Customer stories: Share real-life examples of how your product has made a difference. This could be in the form of interviews, case studies, or testimonials.
• Team expertise: Highlight the knowledge and skills of your team. Consider hosting Q&A sessions where team members answer common questions or discuss industry trends.

For instance, a SaaS company could create a series of short videos featuring product managers discussing how they prioritize customer feedback in their development process. This not only demonstrates transparency but also builds trust with potential buyers.

Formats That Move Pipeline

Choosing the right format for your BTS content is just as important as the content itself. Here are some effective formats that can drive engagement and conversions:

• Live Streams: Real-time interaction can be powerful. Consider hosting a behind-the-scenes live stream of your product development or a team brainstorming session. This invites viewers into your process and allows for immediate engagement.
• Short Videos: Quick, digestible videos are ideal for social media. Create a series that highlights different aspects of your work, such as a day in the life of a customer service rep or a sneak peek into your latest product launch.
• Blog Posts: Write detailed posts that delve into specific projects or initiatives. Include lessons learned and how they apply to your audience’s pain points.
• Podcasts: Consider starting a podcast where team members discuss industry trends or share insights from their areas of expertise. This format builds a deeper connection with your audience.

For example, an agency could create a podcast series where team members interview clients about their experiences. This not only showcases the agency’s expertise but also provides valuable insights for potential clients.

How to Tie BTS Back to Offers

Creating BTS content is just the first step. You need to ensure it ties back to your offerings effectively. Here’s how:

• Call-to-Actions (CTAs): Every piece of BTS content should include a clear CTA that guides viewers toward your services or products. If you’re showcasing a product feature, link to a demo or a free trial.
• Content Series: Develop a content series that gradually leads viewers toward a specific offer. For example, if you’re launching a new service, create a series of BTS content that builds up to the launch, demonstrating the value it brings.
• Integrate with Email Marketing: Use BTS content as part of your email campaigns. Highlight behind-the-scenes stories that align with current promotions or new offerings.

Let’s say you’re launching a new feature in your SaaS product. You could create a series of BTS videos showing the development process, followed by a live Q&A session discussing the feature’s benefits. This builds anticipation and drives interest.

Real-World Examples

Let’s take a look at how different brands have successfully leveraged BTS content to drive pipeline:

• Agency Example: A digital marketing agency shared a series of videos on their social media channels showcasing their creative process for a client campaign. They included interviews with the creative team discussing their strategies. This not only showcased their expertise but also attracted new clients looking for similar services.
• SaaS Example: A project management tool created a behind-the-scenes blog series called “Building the Future,” where they detailed their development journey for a new feature. They included user feedback, challenges faced, and how they adapted. This transparency resonated with their audience and increased sign-ups for the new feature.
• Solo Expert Example: A freelance consultant hosted a live stream where she walked viewers through her client onboarding process. She shared tips and tricks while answering questions in real-time. This not only showcased her expertise but also generated leads for her consulting services.

These examples show that when BTS content is executed thoughtfully, it can lead to meaningful engagement and drive real business results.

Putting It All Together

To transform your BTS content from vanity to a pipeline driver, focus on authenticity, relevance, and integration with your offers. Understand what your audience wants to see, choose the right formats, and always tie back to your services. With the right approach, you can turn what’s often seen as fluff into a strategic asset that supports your sales goals.