SaaS Marketing Blog

Podcasts to Product Tours: Fresh Ideas for Multimedia SaaS Content

15th May 2023

Thought leadership isn’t just about eBooks and keynote speeches any more. Now we can check in on our favourite industry influencers via their podcasts, YouTube channels, and even TikTok.

After all, audio and video content have the potential to rehumanise marketing in a world where it’s increasingly easy to create written content via AI tools. Quality written content will always have its place in SaaS marketing, but branching out to video guides, podcasts and live streams adds a degree of authenticity to your brand.

It’s no surprise that many SaaS entrepreneurs want in on the action. However, following a cookie cutter approach to multimedia content isn’t going to get you there.

The truth is, video has been around for a long time, and everybody is using it. It’s hard to really wow with multimedia marketing unless you have a strong strategy behind you. To become a true thought leader, you need to consistently offer fresh insights to a targeted audience via an engaging format.

If you’re ready to rise to the challenge, read on to discover six ways to let your insight and experience shine via audio and video content.

Product Demos

Product demo videos are the most direct way to showcase your SaaS product or service to your target audience, allowing them to watch the functionalities of your product play out and gain an in-depth understanding of how it can solve their problems.

Great demo videos have a blend of people talking directly to the camera and first-person clips of their screen, with a voiceover explaining the functionalities as they explore them. This setup creates a conversational tone that resonates directly with the audience. Combine this with sharp editing and branded graphics, and you’re likely to get your brand firmly lodged in others’ minds.

These videos could be showcased on your homepage or landing page, making it easy for visitors to watch the video, have their questions answered, and click right through to make a purchase. Onsite videos can also increase dwell time on your site and improve engagement.

Short product demo clips can also attract traffic from platforms such as Facebook, Instagram and TikTok, where you can target them to a particular audience.

These videos can also be adapted to serve as an effective sales tool for your sales team, as they can share them with potential customers during the sales process to illustrate its features.

How Tos and FAQs

Did you know that how-to videos are the most popular type of query on YouTube? Online videos showing users how to get the best out of a product are clearly popular, yet a relatively small number of these are made by the brand behind the product. It’s usually users themselves sharing tips, tricks and how-to guides.

Consider the buzz you could cause around your product by creating an accessible database of how-to videos on YouTube and social media. This would take pressure off your customer service team, allowing users to find answers to their queries, and provide added value to your brand.

Follow the ongoing trend for short video clips by dividing your FAQ up into one question at a time, and answering these in as simple yet comprehensive a way as possible. Our online attention spans are getting shorter and shorter, and your customers will prefer to consume video content in multiple short bites rather than one long list.

These videos can be posted on your FAQ page or blog, ensuring that customers can answer their questions as quickly as possible without leaving your site. They can also be repurposed across different channels, including social media profiles and email marketing campaigns, increasing your reach and demonstrating your dedication to customer service.


We all know that word of mouth marketing is more trusted by customers than any other kind. Customer success stories are the ultimate way to prove that your product meets people’s needs – and none more so than video testimonials.

Video offers additional transparency and authenticity over written testimonials, as they are much more difficult to fake. Customers may suspect glowing reviews to have been edited, selected over negative reviews, or even posted by a bot. Video, however, stands up as social proof, with happy customers talking directly to the camera.

You need to be strategic when it comes to commissioning video testimonials: decide which proficiency needs to be promoted, and then ask your customers leading questions that will help you achieve that goal. Questions can be sent via an emailed question list, or via a video chat.

Include a medley of video testimonials on your landing page to grab attention and stand out from the crowd. Alternatively, you can incorporate them into your email newsletters or post them on social media accounts to increase trust and build a reputation for excellence.


Webinars allow your leads to engage directly with your brand through live or on-demand viewing. They can enjoy a talk in real time, commenting and asking questions in the chat bar, or they can tune in later and watch highlights.

Hosting a webinar is the obvious choice when it comes to establishing thought leadership, as it allows your expertise and values to take centre stage. It offers you a chance to give insight into issues in your industry, and to explain in context how your product can solve pain points. You can provide actionable insights into applying your product to particular use cases, including product demos to create a buzz.

Consistency is key when it comes to webinars: your audience may not be wowed by a single talk, but if you can offer a consistent series of webinars, each discussing a different use case or aspect of your product, this will keep your brand on your audience’s radar and have them waiting for the next instalment. Make sure to promote these across your marketing channels to increase your number of viewers and ultimately your number of conversions.

There are a range of hosting platforms for hosting your webinar. However, hosting webinars on social platforms such as YouTube Live or Twitch can expand your reach, as well as making it easy for viewers who didn’t catch your webinar live to watch it back later.

Social Storytelling

If there’s one thing that can be said about video over the past five years, it’s that it’s getting shorter. With trending platforms such as TikTok, Instagram Reels and YouTube shorts optimised for quick, catchy videos, you can quickly increase your visibility and engagement via social media.

These are the perfect platforms to humanise your brand, let your company culture shine, and add a little emotional pull to your marketing. By telling a story with your short videos, you can elicit an immediate reaction and make viewers keen to learn more.

Consider creating videos that tell the story of why you created your brand, how you got where you are today, and what your vision for the future is. This specific information will get your customers more excited and help your brand build a strong connection with them.

You can also share clips of behind-the-scenes footage from events you’ve organised or attended, or even a “day in the life” video telling a team member’s personal story. This sort of content adds a human touch to your brand, building trust and demonstrating authenticity.

Making short videos for TikTok and Reels is easy – all you need is a smart phone. However, these videos need a solid strategy behind them in order to increase engagement and improve reach. Don’t fall into the trap of creating content for content’s sake! Instead, post regularly and maintain branding consistency with graphics, music and tone to create a recognisable library of content.


When’s the last time you listened to a podcast? Was it while you drove to work, or perhaps on your lunch break? Podcasts allow SaaS companies to reach a highly engaged audience, as we often listen to podcasts while performing other tasks.

This is an ideal platform to showcase your product, share your company’s story, and provide valuable industry insights in a conversational format that makes listeners feel involved. Podcasts make brands relatable, building parasocial relationships where your listeners feel like they have a personal connection with you.

They can also be repurposed and used as a larger part of your content marketing strategy, allowing you to reach a wider audience and improve your brand’s reach. For example, you can film the recording of your podcasts, and use short video clips of your guests in the studio on YouTube and social media.

What format your podcast takes is up to you. You may pick an interview-style podcast and invite industry experts or customers to discuss trends, challenges, and opportunities in your industry. You could also focus on your product, providing weekly tips, advice, and best practices, and addressing common customer questions and concerns.

Whatever you choose, the key is consistency – make sure you can commit to releasing a podcast every week or every fortnight to build traction and gain your audience’s loyalty.

Step Up Your Strategy with Xander Marketing

Video and audio marketing have formed a key part of winning marketing strategies for almost a decade, so if your SaaS business hasn’t invested in a multimedia marketing strategy yet, you’re missing out. By creating high-quality videos, you can establish your brand awareness through lasting customer relationships.

However, throwing yourself into video and audio marketing without a strategy is a recipe for mediocre content. You need to prioritise added value, consistent tone, and regular posting in order to make audio and video work for your business.

Xander Marketing is on hand to provide expert guidance on creating a successful content marketing strategy for your SaaS business. Our team of experienced professionals can help you create high-quality videos that align with your brand messaging and resonate with your target audience.

If you’re ready to take the next step on your audiovisual marketing journey, book your 30 minute free consultation now to find out more.

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