Drift is a revenue acceleration platform. Well, they used to be a conversational marketing platform but through great marketing and an excellent team, they have been able to create a different category for themselves.
That’s a topic for another day.
Today we will be talking about the content platform of Drift- Drift Insider.
Landing pages are the make or break deal for many of your visitors
So it is imperative that it is well designed without threatening to be overwhelmed with text
As we land on Drift Insider, it has this beautiful banner video running on a loop
We scroll down to see a black background, also happens to be the brand’s colour, which makes everything in the foreground stand out.
Further down we go to see a lot of numbers about subscribers and video count
We even get to see faces of recognisable industry professionals with some tweets praising Drift Insider sprinkled over
Be consistent with brand palette
Use numbers to legitimize the academy
Use social proofs from audience reviews
Interview industry rockstars to increase reach
Drift Insider’s landing page impresses us. It ticks every box until now.
Inside the Insider
The content is grouped under various banners
We see a mix of fireside chats, podcasts, courses, live event recordings, newsletters, and most importantly drift training.
One thing is for sure, there is no lack of content at Drift Insider.
Have a mix of long-form as well as short-form content
Have something for everyone
Thumbnail and title should complement the content and its theme
But our focus here would be the certification courses and Drift training videos.
Drift Insider has three certification courses
The Playbook Basics Certification
Conversational Sales Certification
Conversational Marketing Certification
It won’t take you more than an hour to complete each of them.
Moreover, they are broken up into multiple classes which could be taken one at a time.
Plus each time you complete one you get to add a badge to your linkedin profile
When it came to product videos Drift pulled no punches
From integrating Drift with Zoom to best practices
Everything under the sun has been covered in the 30+ training videos
What we disliked
Sometimes these were loom videos, sometimes interviews.
The text alongside the speaker was sometimes on the left, sometimes right, sometimes it covered three-quarters of the screen.
Even the presenters kept switching from lecture to lecture.
While we agree that at few instances it was needed but for the most part, this meant that there was no fixed template for these lectures.
Some of the videos were used under different banners.
For example “Launching your Pricing Page Bot” for used in the certification as well as drift training and referred to previous classes.
The problem here is that when it came to Drift training it didn’t have a previous class
Consistency builds comfort and trust
Double-check videos when it comes to recycling
What we liked
We really liked that every single resource say PDFs or video transcripts were downloadable
Even the worksheets could be simply added to your Google drive with the click of a button.
Not to mention these were extremely well designed
Each class ends with a quiz which makes sure that the learnings are reinforced.
Surprisingly, there was no obvious brand plugin.
They did not talk about Drift for a second
These were more of trojan horses
Say when giving tips of “how to have a more engaging conversation” the examples were given on the drift chatbot interface rather than plain text
Very smart we would say
Have resources to complement videos
Be less ‘salesy’ with your product placement
Presentation is key
There’s more content on sales and marketing than anyone of us could ever need. We need someone to cut through the clutter.
And that’s exactly the pitch of Drift Insider.
Drift Insider thrives on churning out content but they can definitely repurpose their pillar content for other platforms and uses.
Here’s how we do it at ContentBeta
Repurposing Webinars to Training Videos from Content Beta on Vimeo.
But apart from a few chinks here and there Drift Insider is how your company should organise their resources
It is the perfect example of how conversational marketing company can be conversational themselves
….Until next time
Do you want to make a similar academy around your product?
We at Content Beta are specialists at building quick-win video course lead magnets for your marketing funnels and onboarding new customers.
We would love to know your needs
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