VIDDYOZE

The challenge

Professionalise a snappy startup into a professional brand

Viddyoze was a fast-growing video software provider that had achieved significant international commercial success in a very short period of time. The model that had got them there was predominantly via paid advertising and affiliate marketing. 

However, as it approached its fifth anniversary, it realised that while this approach had been critical to its early successes – and would continue to be a key feature going forward – it had come at the neglect of other aspects of marketing.

It was fragmented, with lots of operations working in silo. This had been fine as a bootstrapped, rough-and-ready startup that was happy to improvise and go with the flow, but not as an ambitious enterprise looking to scale and attract investors.

What it needed was a more nuanced, joint-up, purposeful and experimental approach to marketing that would help with its transition into a more mature organisation over the next five years and beyond. I was tasked with making that happen.

The approach

Fix the foundations, organise and grow output

The entire operation was professionalised. New workflows were introduced, the branding was revitalised, the team was restructured and expanded internally and externally, departments went from working separately to working collaboratively and, most importantly of all, every aspect of marketing was brought together to work more efficiently and effectively.

For example, via our content strategy, we were now able to better loop in organic customers – who had landed on the blog or our YouTube channel, for example – into a multilayered and automated email sequence from a link that meant they were now part of our comprehensive sales funnel process.

When it came to what we dubbed customer success, content also played a more pivotal role, whether a customer or prospect contacted us via our chat widget or via the platform itself. Now we had content ready and waiting for when our users needed it, whether it was further information for the awareness phase, an explainer of the benefits for the consideration phase and a case study for the conversion phase.

This was made possible by splitting our strategy across two complementary approaches. One was to start building out content at scale across all our platforms and touchpoints so that new prospects and existing customers would have an answer to every query, handy insights that delivered more value and surprise bonuses that led to conversions and reduced churn, respectively.

Two, we had the freedom and budget to experiment with new ideas to identify new opportunities for boosting brand awareness, developing leads and increasing conversions. This included, for example, more personality-driven content (anticipating the “creator economy” era of the late 2020s), a free book that was the starting point for a sales funnel and seasonal, interactive campaigns and co-marketing partnerships.

The audience

Diversify to bring more people into Viddyoze’s world

As its platform developed and new opportunities emerged – for example, white labelling its software  – Viddyoze’s audience grew from individual content creators marketers and very small business owners to bigger organisations looking to diversify their tech stack.

The trouble was that existing and new audiences didn’t necessarily know that they needed a video solution to their business challenges. And even if they did, they might not have known that Viddyoze was the solution they needed. Simply put, we weren’t speaking to them. As part of our keyword research, we identified opportunities to build out new and optimised pages to target and talk to a wider spectrum of new prospects.

As for our core audience, we developed a more active but light marketing plan to encourage them to keep using the platform and maximising opportunities to introduce cross-sells and upsells. This included developing the app to be more intuitive and integrated with, for example, seasonal campaigns (via pop-up reminders), and gamifying and enriching the experience of using the platform with neat progress updates and handy tips and tricks-based content.

The content

Everything everywhere all at once

We went big across channel, every platform and every touchpoint. YouTube user? We were there, with engaging, keyword-rich, thumbnail-optimised, personality-driven content. Podcast listener? Just 3 Clicks offered entertainment and insight from our three founders in audio and video on a weekly basis. Looking for expert-driven, extremely helpful written content via Google? Our informative, expert-driven blogs took massive deep dives into every and any aspect of video editing so that you our customers could develop their skills and better maximise the potential of our software and video content more generally.

We also developed SEO-friendly pages to boost organic traffic to the website, targeting a wide range of keywords that delivered better results than the competition. Our tone was friendly, down-to-earth and authoritative, reflecting Viddyoze’s non-serious but highly knowledgeable personality. We knew anything and everything about video.

The results

Viddyoze was sold in 2025, 10 years after being founded

With a more organised and expanded team of specialists working together more effectively across all departments, we were able to deliver a fully integrated and strategic approach to marketing at scale with the freedom to experiment and pivot at any point.

The brand was refreshed, content was mapped out and produced across every stage of the customer journey, posted out on every platform and channel and processes were streamlined to ensure that we were working more strategically and efficiently. 

All of this led to more traffic, more leads and more conversions as Viddyoze worked towards acquisition, which was completed in 2025.

Assets belong to Viddyoze.