For video software company Wistia, which has more than half a million businesses using its product, growth comes down to brand marketing. 

The 120-employee company, which has been around almost 13 years, leverages video series — and more recently podcasts — as a centerpiece of its marketing efforts.  

“We have our CEO running a show. I have one in the works. One of my colleagues on our people team has one in the works,” says Jenny Coppola, Wistia’s Director of Creative and Content.

In this episode of Brands That Podcast, Jenny explains why investing in brand makes sense, why focusing exclusively on numbers could be inhibiting your most creative ideas, and how the Wistia team measures the success of its content (hint: they care a lot about how much time people are spending with it).