How Sophos Increased its Viewership by Over 225% with Video Hosting

Sophos is leading global cybersecurity company that provides managed detection and response services and a complete portfolio of endpoint, network, email, and other security solutions to defeat cyberattackers. The Sophos support team needed to provide a consistent location where customers could find accurate expert content on Sophos’ products.

Organizations often need a centralized location for customers to find high-quality video content they can trust.

How do they…

• Create a hub page with a custom search feature for customers?
• Gather analytics to help improve content?
• Make it easy for customers to access both videos and other support content like blog posts and articles?

In the case of Sophos, it needed to create a site that served as a centralized location for quality content and allowed it to implement its own search engine.

Vidyard is an integral tool in our video production strategy, as it gives us the flexibility to implement our technical requirements while being simple and well thought-out enough to not require code editing for minor changes.

—Florentino Sanchez, Sr. Director, Digital Customer Support & Global Support Readiness

Sophos now has a Sophos Techvids dedicated website allowing the company to implement the Coveo search engine. This custom search engine caters to what customers need when they search. It also gathers the analytics to help Sophos improve its content and provide a better experience for customers searching for solutions.

This has resulted in:

• 225% increase in viewership
• Better content creation as a result of newly identified content gaps
• Customer delight in easily found content created and reviewed by Sophos

• Once video content is made widely available, measure its impact on your business objectives. Track individual and aggregate video data to learn more about your audience, and turn views into tangible business results.
• Individual video analytics give real-time insight into who’s watching your videos, when, and for how long, so you can plan your content creation to align with the needs and desires of your viewers and potential customers.
• Viewers are more likely to stay engaged with content if it’s readily available and offered up to them immediately in a logical way. For example, after a deep dive on a product feature, guide viewers to more content on that offering.
• At the end of your videos, create a clear call to action (learn more, download an asset, connect with sales, etc.) to ensure your hard-earned views turn customers into engaged brand advocates.

Learn more about Vidyard on the Salesforce AppExchange.

This customer story was originally published by Salesforce.