July 25, 2024 • 31 mins
The role of the 'Creator' is shifting content teams dramatically —find out how this shift and other trends will shape the future of content marketing.
In this episode, James and Benji break down 4 trends that’ll impact content in 2025 and beyond and how marketing teams must adapt now.
Join as we discuss:
Connect with us:
Benji: https://www.linkedin.com/in/benji-block/
James: https://www.linkedin.com/in/jamescarbary/
Link to Post discussed in this episode: https://www.linkedin.com/posts/jamescarbary_12-short-thoughts-on-the-future-of-b2b-content-activity-7193250357425098753-Cq8j?utm_source=share&utm_medium=member_desktop
In this episode, James and Benji break down 4 trends that’ll impact content in 2025 and beyond and how marketing teams must adapt now.
Join as we discuss:
- Is YouTube the next big frontier for B2B?
- How to future-proof your content strategy
- Why 'building an audience' is replacing 'generating leads'
Connect with us:
Benji: https://www.linkedin.com/in/benji-block/
James: https://www.linkedin.com/in/jamescarbary/
Link to Post discussed in this episode: https://www.linkedin.com/posts/jamescarbary_12-short-thoughts-on-the-future-of-b2b-content-activity-7193250357425098753-Cq8j?utm_source=share&utm_medium=member_desktop
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
I get a lot of heat forthis. Creators and creatives have very different
skill sets. Creatives have the potentialto be incredible creators, but creators understand
platform nuance. They understand what makessomething pop off on YouTube versus Reddit,
versus Instagram versus TikTok. They alsounderstand human psychology better than anyone I've ever
(00:21):
met. James, this is likesuper exciting for me because we never record
episodes on the same couch in thesame room with lights like the whole deal.
We are here, happening very special. You recently posted twelve kind of
(00:42):
your thoughts on like this evolution ofcontent marketing. It popped off on LinkedIn
three hundred and fifty ish likes,A bunch of people reposted it. I
really liked your thoughts. We're definitelynot for everybody watching. We're not going
to go into all twelve. Youcan just go read his post, but
I thought it would be cool tobreak down on your post here with like
four of your thoughts. Yeah,I think there's a lot that you and
(01:04):
I can riff on on those things, and so I have it pulled up
right here and I'm just gonna literallythrow a line at you and I just
want you to kind of respond andwe'll we'll go from there. So before
before we get into it, what'sinteresting about this post. I've had posts
that have popped off more than thispost. But the reason why I was
like, oh, there's something towhat we're saying here is because this post
(01:30):
in particular has actually driven new businessfor us yep. And so, you
know, one of our newer clientsthey were saying like, oh, yeah,
that post where James talked about youknow, blah blah blah, and
I was like, oh, that'sthe twelve short thoughts on the Future of
content Marketing post. And another anotherguy sent this to somebody that you know,
he wanted to refer us to,and I was like, Okay,
(01:52):
there's something there's something to what we'resaying here that is deeply resonating, even
though for whatever reason, algorithm didn'tpick it up like it's picked up other
posts. And so I just thoughtthat was an important nuance to talk about,
because your your most banger content isnot always gonna be the content that
(02:14):
drives the best business results. Well, this was definitely middle of funnel,
kind of bottom of funnel type conversationbecause I also will say for me,
like when before I got to Sweetfish, I was actively looking at content marketing
jobs, but my head was thinkingabout content a lot in the way that
we talk about it at Sweetfish,talking a lot about video, talking about
like the importance of on camera onMike talent, all that, And then
(02:36):
I would look up content marketing jobsand I was like, oh, this,
especially in business, is like stillstuck in twenty fifteen and they're being
measured on SEO and what do Ilike as someone looking for a job.
It was kind of disheartening because I'mlike, I know I could offer something
of value to B to B anda lot of what you're saying here is
so important for people to get nowbecause they're like falling further and further behind.
(02:57):
Yeah, and you're looking at youknow, obviously it's advantageous for us
as a company, but also forthose in B to B to like just
evolve and start following some of thesetrends. So let me read this first
one to you and we'll dive infrom there. But the first one is
building an audience will replace generating leadsas the primary objective for content teams now.
Of the twelve this might be oneof those that most kind of was
(03:20):
like, uh, I don't like. I just wonder how people reacted to
that one, because that's a prettybig shift. So this is your take,
kind of defend it and like doubledown on why you think this is
so important. Yeah, so wetalk about this all the time, but
ninety seven percent of your market isnot ready to buy right now. Only
three percent of your market some sayfive percent, are ready to buy right
(03:43):
now. Yet we focus one hundredpercent of our marketing effort on engaging and
converting that three percent, and wespend no time trying to engage and build
an audience of the ninety seven percent. Yeah, the lion's share of our
(04:03):
market who is not ready to buyright now because of so many different scenarios.
Because they are they don't have thebudget right now, or they don't
have the team to be able toexecut you know, to be able to
execute the thing they need to executethat your tool would be necessary for it.
Like, there are so many differentreasons why ninety seven percent of your
(04:25):
market are not ready right now.And so I wanted to take this stand
because I think there needs to bea team on the market in the marketing
function that owns audience building, becauseif nobody owns it, it's just not
going to get done. Which noone owns it, no one owns Like
(04:46):
just look across B to B,no one owns it. I don't know
that we'll go as in depth onwell maybe we will. I kind of
want to talk about YouTube in aminute here, so we don't have to
double down or double click on thatyet. But you could think of your
marketing team in sort of two zoneswhere you just start to think this is
brand building and then this is moreof like we are looking at some of
(05:08):
the typical B to B numbers asfar as like sales pipeline that you're driving,
but separating those two out and knowingwhen we do X, we are
looking strictly at audience building. That'sthe complicating factor when we build media brands
is like someone will come to usand say we want this to be a
brand play, but then they measuredefinitely not brand metrics. Yea, it's
(05:31):
demand metrics, or it's yeah,it's sales conversion metrics. And so if
you were to ask a room ofone hundred cmos, does brand matter all
hundred of them would raise their handin twenty twenty four. Yeah, yeah,
in twenty twenty four. Like,brand obviously matters. How the market
views you, thinks of you,The amount of trust and authority you have
(05:55):
in a market one thousand percent matters. There's no CMO that would tell you
it doesn't. And then if youwere to say, okay, keep your
hands up if thirty percent or moreof your marketing budget is earmarked to brand,
and a butt load of hands wouldgo down, Well, everybody's afraid
for their job and they can't.They don't know how to measure audience building
(06:23):
or it's like, well, ouraudience grew, but we don't know if
at this month it actually drove business. Which is the hard part about the
ninety seven percent. You don't actuallyknow when they will become part of the
three. But you have to geton their day one list, Like you
have to talk to your total addressablemarket in a way that they are nodding
in agreement with you before they areever ready to buy. And that's a
(06:45):
really complicated place for a CMO tobe, which I think is why you
have to inform up and be like, hey, rest of executive team,
this we're doing these brand plays becausewe're building like a moat around our business
with this content. And so Iappreciate this take, and definitely for B
to B brands thinking about how they'regoing to measure audience growth and having some
(07:09):
people on your team that like that'stheir sole responsibility, I hope that that
happens a little bit deeper of aninsight here, just to give people a
little bit more meat on this one. It the leading indicator to your audience
growing is really looking at audience engagementmetrics, So like looking at subscriber numbers,
(07:30):
looking at follower numbers, like that'sa good lagging indicator, but the
leading indicator to know whether the audienceis actually growing or not, it's what
are the engagement metrics tied to thoseparticular channels. And so with your newsletter,
like what's your open rate, what'syour click through rate? Are you
really studying your subject like your subjectlines? Are you studying the copy on
(07:55):
your landing page? The value propof your newsletter if it's just sign up
for up dates versus Like every weekwe break down a creator and share lessons
learned for how you can implement thisin your marketing team premise premise like premise
value prop like with with YouTube,it's like we're looking at click through rate
(08:16):
on thumbnails, we're looking at averageview percentage and average view duration. It's
it's understanding the nuances of these differentplatforms and is your content actually resonating,
Like what's the what's your average watchtime on a video? LinkedIn? Like
what's the dwell time of your post? Or people actually camping out on a
(08:37):
post? Why is it that thosegraphics that I've been posting on LinkedIn pop
off so much? It's because it'shigh contrast visual stands out in the feed,
takes up a whole chunk of thefeed on mobile. So it's those
little nuances that I think when youstart paying attention to audience engagement, you'll
actually start to see the needle moveon audience growth. Anthony TenneT was on
(09:00):
an Exit five pod that I waslistening to on the way here. Yeah,
and Dave was talking about how we'vecompletely overcomplicated so much of B to
B marketing where we had to thinkof acronyms for everything we're trying to justify,
you know, the things that we'redoing, the actions that we're taking,
(09:20):
and so we're thinking of all ofthese ways to measure, and in
reality he goes like both what Idid in the past and with what I'm
doing now. In reality, whatI did was get people nodding their heads
in the same direction, like beinglike, man, they get me,
and then that audience eventually converted whetherthat's right now, into his community.
But I think you can watch thisprogression Happen's like they're problem unaware. Now
(09:46):
all of a sudden, they're kindof like aware, and they're in your
audience, they're in your ether,they're in the ninety five percent, ninety
seven percent. And then it movesto like some sort of kind of maybe
it's more community, or they're willingto comment on a post, or there's
like engagement that starts to happen,and in a perfect which we all know
we don't live in a funnel world. But as they move into it,
they're getting closer and closer to potentiallybuying from you or you're on there.
(10:07):
They're on your day one list.So I think that's a great one.
Anything else you want to call out, you want to go down talk talk
more, a little talk about thatday one list. Elaborate what you mean
when you say day one list.Okay, So the way that I think
about a day one list is ifyou're let's say you're it doesn't actually matter
what industry you're in, but likefor us, we want to be on
(10:28):
the day one list of a CMOwho needs to hire a media agency.
So when they think of media companies, we want to be top of mind
for them. So like let's saythey're starting a new job, the day
one list is as soon as I'mready to have an agency for media,
I would hire Sweetfish. That's theday one list. Most people have those
(10:50):
lists, those categories in their mindfor certain products they need. So like
if there's Asaana versus click Up versusMonday dot Com, it's like in most
people's head they know which of thethree they'll use when they get to the
new company. Whether it's based onpast bias because of what they've used in
the past, or it's advertising,and it's content, and it's all these
things. So what we're really doingis we're competing for mind share, and
(11:13):
when we produce content regularly, especiallyquality content that shares our ip, then
people go, oh, I resonatewith that. I like the way they
think I want to do business withthem. And so that's that's what I'm
saying when I'm saying day one listis really just try as soon as they
have budget. You want to benumber one in that slot. Yep.
I love getting messages from people wherethey're like James, I can't do it
(11:37):
at this company because of leadership orbecause of budget or whatever. But I'm
looking for a new job right nowand I can't wait for the day that
we get to hire Sweetfish. Thatthat is that's the goal of talk.
I want the goal. Yeah,that's the goal with with content and what
you're trying to do is you wantto build so much affinity, so much
trust with people and like you thethings you say they identify with so deeply
(12:03):
that it's like I don't know,like when you wear your favorite brand,
like I want the world to knowthat I wear Lulu shorts, like I
identify as like someone who in yeahthat's in that fan club. Like the
kind of the things that that brand, you know, espouses, you know,
(12:26):
people that care about their health,fitness, comfort, like those are
all things like I yes, yes, and so so I think you nailed
it, Like trying to get onsomeone's day one list is a game that's
very hard to measure. But Ialso agree with DG that we have overcomplicated
(12:48):
it. Like say, like haveshare thoughts and ideas that can transform the
way your market thinks. Lead withyour differentiated insights based on your unique advantage,
and figure out how to communicate thoseideas better and better as you're evolving
those ideas, like I'm saying thingstoday that I would have never said six
(13:09):
years ago. It's a constant evolution, and I think the more you have
that muscle internally to be able tocommunicate those points of view from multiple people
in your org, the more likelyyou are to make it on a whole
lot of companies. Day one list. Okay, the next one we have
talked about a little bit, andI mentioned YouTube earlier, but I want
(13:31):
to go a little deeper here.So you say, B to B B
to B Land will finally start totake YouTube And they're one hundred and twenty
two million daily active users. Seriouslyto set the scene for this, if
you search most B to B companies, they might have a profile, but
we talk about it in like it'sa library. Right, So they posted
(13:52):
their webinar and then maybe they havea podcast episode that's not really edited super
well, and that's next to avideo of them showing how to do some
thing in their product, and theyall live on a YouTube channel. So
now it's super complicated because who areyou targeting that? Yeah, it's like
each video you're just like sharing thaturl to that video and the thumbnails aren't
thought through all the things. Sowhen you say that B to B will
(14:16):
start to take YouTube, seriously,what's the shift in how B to B
will show up on YouTube that you'resaying. I think B to B is
finally going to figure out that YouTubeis a distribution platform and not a hosting
platform. You've got wistia to hostyour videos on Vimeo, vio. Yeah,
(14:37):
you can host video in a varietyof ways. Sure, you can
host video on YouTube. But Ithink what B to b land has not
woken up to yet is that YouTube'sreal power is in its ability to get
your content in front of lots andlots of peoples, new eyeballs, people
that would have never otherwise known thatyou exist. But because you came up
(15:01):
with a compelling idea, you packagedthat idea well, thumbnail, hook,
title, compelling idea can't overstate thatenough, it will It will organically get
in front of people that could beinterested in engaging with your brand, and
(15:22):
instead of relying on the existing audiencethat you've already built for distribution on a
particular video, you can actually usethis platform that has one hundred and twenty
two million daily active users, secondbiggest search engine, the second biggest search
engine. It wants people to stayon its platform. But you have to
create content that is audience first,not company first. So much of it
(15:48):
is channel strategy and figuring out whatdoes my audience actually want, not what
do I want them to want?I want them to want my last webinar
top I want them to want ourproduct tour. Those things are great,
they can be still need somewhere else, like hou's it on your website and
(16:10):
put it in your email blast thatyou send out and point people back to
your website. You should probably bepoint people back to your website anyway.
Use YouTube for what it is distinctlygreat at, which is distributing your content
to net new eyeballs that never otherwisewould have known that you exist. What's
(16:30):
interesting about YouTube kind of goes backto the last problem we talked about.
If your marketing team isn't really clearon why we're doing this activity, then
of course you treat YouTube like alibrary. So even if you have a
super small marketing team and you're watchingthis or you're listening to this, as
long as you clearly define the whyof a certain output, you're in a
(16:51):
fine place. We are doing thison YouTube for brand building, Okay,
then have that hat on fully whenyou upload the YouTube and think about the
audience first. And then if thatsame marketer is in a position where they
have to do other roles for thecompany and it's like you need a product
video that we're producing, Okay,sweet, it's not gonna be hosted on
YouTube because we're wearing a different hatright now. So I actually don't think
(17:11):
it's that you need to hire newpeople for all these roles. It's just
that at the beginning, leadership hasto be super clear what this activity is
for. And then don't change yourmind halfway through, like that's such a
big part of this. Just stayconsistent with the purpose behind the activity that
you're doing. And if it's apodcast, this is the thing we run
into all the time, right We'lldo video shows for people and that video
(17:33):
has to live on a company pagemixed in with all this stuff because they're
afraid of like, well, arewe gonna have to grow a channel from
scratch, or you know, myCMO really wants the people to be driven
back to subscribe to our company page. So it's a lot of educating up
and just going hey, it's it'sactually hurting the overall viewership if you don't
build out a separate channel for thisshow, and it's gonna grow less affinity
(17:56):
because people think you're gonna spam themwith ads. So I think hopefully B
to B begins to catch up.That's what you're intending by making this prediction
that content teams will be like,you know what, it's worth it to
say, this is our brand playand we're going to be on YouTube.
We're going to have this channel that'sspecifically thinking about our audience. Yeah,
so I love that take. Wedon't need to harp on it longer.
Let's go to number three. TheVP of Marketing role will look eerily similar
(18:21):
to the role of executive producer ata media company. Yeah, so,
I think the VP of Marketing isreally is in a really interesting position,
right, They're not the CMO,so they're not necessarily in control of the
overarching narrative of the brand, thestory of the brand. They're not overseeing
(18:44):
the entirety of the marketing team likethe CMO is, they're not necessarily having
to interact with the board and theother C suite players. So I think
the VP of marketing is it shouldbe well positioned to care deeply. They're
(19:04):
high enough up in the marketing orgwhere what they say matters, But I
think a huge part of their responsibilityhas to be how are we going to
engage this ninety seven percent of ourmarket that's not ready to buy right now
but will be one day. Andso I think the executive producer skill set,
(19:26):
it's a lot of relationship building.Who are the movers and shakers,
who are the influencers in our spacethat we need to be doing collapse with
It is figuring out what are theengagement metrics on platforms that we need to
be optimizing our content creation for sothat we can get free organic distribution through
(19:47):
these platforms in addition to the paidmedia that we are going to earmark to
actually amplify the content that we're producingfor these channels. So that all of
our paid media spend isn't just goinggoing to sign up for a demo,
you know, bottom of the funneladvertising, we actually earmark some budget doesn't
(20:07):
need to be all, doesn't evenneed to be most, but earmark if
you're spending four hundred thousand dollars amonth in paid media, which a lot
of these SaaS companies are, ifyou spent fifty thousand dollars a month with
the express purpose of building your audience, your audience like you would you would,
it would be a forcing function foryou to figure out the premises of
(20:30):
each of these channels, because youwould soon realize that if your premise was
all me, me, me,like, look at what our product does,
you wouldn't grow an audience even thoughyou're paying all this money. Su're
like, we're paying all this money. We got to figure this out because
this isn't working. And so thenyou would figure out like, oh,
our channels actually need separate premises.We have to deliver on a value prop
(20:52):
that is independent of what our productdoes. A lot of what you're saying
is on it. It's like subjectmatter expertise in a way coaching, yes,
where you can get so in theweeds in any field, at any
company where you have a bunch ofknowledge up here, you kind of know
what the company thinks, but yousay it in a way that's only advantageous
(21:17):
for yourself because that's just like what'sbeen promoted internally. And so it takes
a conscious shift to think about theperson on the receiving end of the content.
And so when I think about whatyou're saying, is like this executive
producer, there are a lot oftimes thinking and packaging. They're thinking in
overall media strategy. They're thinking inlike how will this appear externally and how
(21:38):
will people consume it? And likeis it educational enough while also being entertaining
enough information, like all the thingsthat a lot of times subject matter experts
are like, they have the substancewe need, but how do we pull
this out in a way that willresonate with the market. Yeah, So
if before it was like how manyblog posts are we doing and whatever?
(21:59):
Now it's managing different types of content. It's video, both long form and
short form. It's thinking about whowe want behind the mic and who we
want representing our brand, and what'sexecuting out what's the most strategic way to
create this content where we can checka lot of boxes from one filming session.
Yeah, like there are ways todo that now. That's why video
(22:19):
podcasts are our bread and button.That's why we've chosen video podcasts is our
bread and butter, right, becausethey're so versatile in what and every market
needs edutainment? Yes we call itright education and yeah, entertainment. Okay,
number four here the role of creatorwill become common inside of content teams,
(22:40):
and we like to use this languageof being personality led. This was
actually the first in your list ofthe twelve things you posted about, but
I wanted to wrap up with thisone because this would be an interesting place,
I think for teams to start tothink about, to try to evolve
towards how do we get creators atthe center of what we're doing and how
do we put a face to thisstuff. We had recorded an episode not
(23:02):
too long ago about like Coke andtheir moved to a media brand, and
my biggest objection was where's the personalityin this? It's not that it's bad,
like obviously we want more companies tolaunch media brands, but I want
to see faces and I want tosee people who have been in these industries
talking for these brands, so itdoesn't feel like they're in this ivory tower.
So well, talk talk to meabout this one. So creators,
(23:25):
I get a lot of heat forthis. Creators and creatives have very different
skill sets. Creatives are I thinkhave the potential to be incredible creators,
but creators. Creators understand platform nuance. They understand what makes YouTube, what
(23:47):
makes something pop off on YouTube versusReddit, versus Instagram, versus TikTok.
They also understand human psychology better thananyone I've ever met. And it's the
common a nation of being able totruly empathize with the audience and understand,
Okay, they're going to be sittingon the toilet scrolling their phone. There
(24:10):
are already ten videos deep now nowthey're seeing hers. What is it about
this that's gonna make them stop thescroll and engage and creators. The more
creators I hang out with, themore I realize like they are. It
is. It is a It isan empathy for the person on the other
end of the phone that I've neverthink about. This for marketing to the
(24:33):
best marketers, you know, alsovery similar to creators, even if they
are not. Like when you getinto a conversation with someone who is a
great marketer, they're the perfect mixof science and art, which is exactly
what you're describing in creator world.So that mix is vital. And then
also, I think something we've talkeda lot about is external versus internal.
(24:57):
Some teams are going to be moreprepared for an external creator where it's like,
we're gonna pay you to kind oftalk on behalf of our brand,
maybe do a series with us,but also do some like coaching with our
team. They're not actually going tocome on your staff full time. There's
not one size fits all for this. It's like you could do this in
(25:18):
a lot of custom ways and yeah, anything else you want to say that.
So I think the supplement so youhave creators and creatives, yep,
I think creators are creators are bestserved, particularly if they are not a
subject matter expert in your industry,they still belong at the center of your
(25:41):
marketing team because of their understanding humanpsychology and platform nuance. And platform nuance
matters so much. Human psychology obviouslymatters so much today with how content it
gets distributed on the Internet. Whenyou pair them with a subject matter expert
who deeply understands your industry. Thisis going to make us sound stupid.
(26:02):
That's not a phrase we've used infive years. Stay away from that because
that's that makes us look really irrelevantor that's actually not our position. So
a subject matter expert who understands thecompany's points of view, which a creator
typically can. They can get upto speed on that pretty quick. They
can't always get up to speed onthe nuances of the industry and the expertise
(26:26):
that it because in B to Bcontent you have to convey You want to
build authority, and so you haveto convey confidence and you have to have
legitimate expertise in something for people topay attention to you. You can have
all the charisma in the world,which a lot with creators do have,
but if that charisma not met withtrue expertise, it's going to fall flat.
(26:48):
And so the combo of those two, whether it's them co hosting a
show, whether it's the creator collaboratingwith the subject matter expert on content that's
not like a video show format.But I think that mix is critical and
ultimately the creator we actually this roleon our team is called the media strategist.
(27:11):
It's it's central to running the mediastrategy for the business. And I
think more and more your media strategyis your marketing strategy. I mean,
when you think about the fact thatninety seven percent of your market is not
ready to buy right now, andso that's yeah, that's why I think
creators are so pertinent to this.If you you already have marketers. Unfortunately,
(27:37):
I think a lot of marketers havebeen pigeonholed into being glorified project managers
in the marketing department. I don'tthink they're given creative a lot of rain
to do creative things, and that'sthat's a shame. A lot of some
of that's on the marketer for notpressing more and trying to take those creative
(28:00):
swings and bets. Some of that'sjust the leadership on your team doesn't believe
in this stuff and they just wantyou to be an order taker for sales,
and hey, you know, like, honestly, if you're a marketer
in that situation, it's on youto get out of that. Like,
there are plenty of companies now todayin twenty twenty four that are looking for
people that think this way, likepeople that are thinking, what's the next
(28:23):
creative bet We're going to make whatchannel can we go and dominate because we
know it better than any of ourcompetitors. And I think creators, as
we've hired more creators on our team, they just think differently. I mean
Anaka on our team. She hasher finger on the pulse of the internet.
She's showing me TikTok trends before we'rerecording today. She's right here behind
(28:45):
the camera the camera and I hadI was like, I was like,
I am peak middle age. Ihave no idea why what's what's on my
phone right now in front of meis funny? But it is funny.
And millions of millions of people havestitched this on TikTok and are doing their
own rendition of it, and okay, like we're going to do it because
(29:08):
clearly, like I am not thearbiter of what people like. And I
think for market I think so manymarketers, particularly marketing leadership, they can
get stuck in their ivory tower andthey're convinced that they are the brand police
(29:30):
and they have to protect what thebrand represents. And Gary Ve talks about
this in his new book Day tradingattention. He's like he was talking about
in a podcast episode where he wastalking about the book, and he's like,
who are you? Who are youone person out of the eight billion
people on the planet to say whatis going to resonate with humans? And
(29:52):
what is not going to resonate withhumans? Like, so for you to
have the arrogance to think that yoursubjective opinion is the right opinion is foolish.
And creators I've found are extremely openhanded with their own opinion. They
have taste, and a lot oftimes they've built an audience because their taste
(30:17):
resonates with a whole lot of people. But they also know that ultimately the
audience is the arbiter of that.Like we put out of we put out
a video on YouTube yesterday. Ithought it was gonna slap. I was
so freaking excited, Like the collaborationon our team to put it together was
phenomenal. I'm convinced. I'm like, this is gonna hit. We're gonna
(30:41):
crack YouTube nine views. Welcome tothe journeys. Yeah, welcome to the
freaking But at the same time,it's a pursuit of quality, which I
think is something I keep wanting tocome back to because you don't know what
will work, so you have tokeep trying things. And then also there's
like just this pursuit of finding what'sthe taste that we want to have and
(31:03):
getting closer in that pursuit. Sothere's so many variables to some of this
stuff that you don't want to likethrow in which clearly we're not going to
do this, but throw in thetowel. After you try something like that
doesn't work, it's like, no, now we just iterate again. Yep.
So I want to sum up thesefour real quick. There's eight more
that you wrote, so we wantpeople to go to the description. You
can go read the whole post thatJames wrote on LinkedIn. But the four
(31:25):
that we talked about today, Buildingan audience will replace generating leads as the
primary objective for content teams B toB Land will finally start to take YouTube
seriously. The VP of Marketing rolewill look eerily similar to the role of
an executive producer. And then numberfour, which we just talked about,
the role of the creator will becomecommon inside of content teams. This is
(31:47):
a great episode, It was agreat LinkedIn post. We're out
I get a lot of heat forthis. Creators and creatives have very different
skill sets. Creatives have the potentialto be incredible creators, but creators understand
platform nuance. They understand what makessomething pop off on YouTube versus Reddit,
versus Instagram versus TikTok. They alsounderstand human psychology better than anyone I've ever
(00:21):
met. James, this is likesuper exciting for me because we never record
episodes on the same couch in thesame room with lights like the whole deal.
We are here, happening very special. You recently posted twelve kind of
(00:42):
your thoughts on like this evolution ofcontent marketing. It popped off on LinkedIn
three hundred and fifty ish likes,A bunch of people reposted it. I
really liked your thoughts. We're definitelynot for everybody watching. We're not going
to go into all twelve. Youcan just go read his post, but
I thought it would be cool tobreak down on your post here with like
four of your thoughts. Yeah,I think there's a lot that you and
(01:04):
I can riff on on those things, and so I have it pulled up
right here and I'm just gonna literallythrow a line at you and I just
want you to kind of respond andwe'll we'll go from there. So before
before we get into it, what'sinteresting about this post. I've had posts
that have popped off more than thispost. But the reason why I was
like, oh, there's something towhat we're saying here is because this post
(01:30):
in particular has actually driven new businessfor us yep. And so, you
know, one of our newer clientsthey were saying like, oh, yeah,
that post where James talked about youknow, blah blah blah, and
I was like, oh, that'sthe twelve short thoughts on the Future of
content Marketing post. And another anotherguy sent this to somebody that you know,
he wanted to refer us to,and I was like, Okay,
(01:52):
there's something there's something to what we'resaying here that is deeply resonating, even
though for whatever reason, algorithm didn'tpick it up like it's picked up other
posts. And so I just thoughtthat was an important nuance to talk about,
because your your most banger content isnot always gonna be the content that
(02:14):
drives the best business results. Well, this was definitely middle of funnel,
kind of bottom of funnel type conversationbecause I also will say for me,
like when before I got to Sweetfish, I was actively looking at content marketing
jobs, but my head was thinkingabout content a lot in the way that
we talk about it at Sweetfish,talking a lot about video, talking about
like the importance of on camera onMike talent, all that, And then
(02:36):
I would look up content marketing jobsand I was like, oh, this,
especially in business, is like stillstuck in twenty fifteen and they're being
measured on SEO and what do Ilike as someone looking for a job.
It was kind of disheartening because I'mlike, I know I could offer something
of value to B to B anda lot of what you're saying here is
so important for people to get nowbecause they're like falling further and further behind.
(02:57):
Yeah, and you're looking at youknow, obviously it's advantageous for us
as a company, but also forthose in B to B to like just
evolve and start following some of thesetrends. So let me read this first
one to you and we'll dive infrom there. But the first one is
building an audience will replace generating leadsas the primary objective for content teams now.
Of the twelve this might be oneof those that most kind of was
(03:20):
like, uh, I don't like. I just wonder how people reacted to
that one, because that's a prettybig shift. So this is your take,
kind of defend it and like doubledown on why you think this is
so important. Yeah, so wetalk about this all the time, but
ninety seven percent of your market isnot ready to buy right now. Only
three percent of your market some sayfive percent, are ready to buy right
(03:43):
now. Yet we focus one hundredpercent of our marketing effort on engaging and
converting that three percent, and wespend no time trying to engage and build
an audience of the ninety seven percent. Yeah, the lion's share of our
(04:03):
market who is not ready to buyright now because of so many different scenarios.
Because they are they don't have thebudget right now, or they don't
have the team to be able toexecut you know, to be able to
execute the thing they need to executethat your tool would be necessary for it.
Like, there are so many differentreasons why ninety seven percent of your
(04:25):
market are not ready right now.And so I wanted to take this stand
because I think there needs to bea team on the market in the marketing
function that owns audience building, becauseif nobody owns it, it's just not
going to get done. Which noone owns it, no one owns Like
(04:46):
just look across B to B,no one owns it. I don't know
that we'll go as in depth onwell maybe we will. I kind of
want to talk about YouTube in aminute here, so we don't have to
double down or double click on thatyet. But you could think of your
marketing team in sort of two zoneswhere you just start to think this is
brand building and then this is moreof like we are looking at some of
(05:08):
the typical B to B numbers asfar as like sales pipeline that you're driving,
but separating those two out and knowingwhen we do X, we are
looking strictly at audience building. That'sthe complicating factor when we build media brands
is like someone will come to usand say we want this to be a
brand play, but then they measuredefinitely not brand metrics. Yea, it's
(05:31):
demand metrics, or it's yeah,it's sales conversion metrics. And so if
you were to ask a room ofone hundred cmos, does brand matter all
hundred of them would raise their handin twenty twenty four. Yeah, yeah,
in twenty twenty four. Like,brand obviously matters. How the market
views you, thinks of you,The amount of trust and authority you have
(05:55):
in a market one thousand percent matters. There's no CMO that would tell you
it doesn't. And then if youwere to say, okay, keep your
hands up if thirty percent or moreof your marketing budget is earmarked to brand,
and a butt load of hands wouldgo down, Well, everybody's afraid
for their job and they can't.They don't know how to measure audience building
(06:23):
or it's like, well, ouraudience grew, but we don't know if
at this month it actually drove business. Which is the hard part about the
ninety seven percent. You don't actuallyknow when they will become part of the
three. But you have to geton their day one list, Like you
have to talk to your total addressablemarket in a way that they are nodding
in agreement with you before they areever ready to buy. And that's a
(06:45):
really complicated place for a CMO tobe, which I think is why you
have to inform up and be like, hey, rest of executive team,
this we're doing these brand plays becausewe're building like a moat around our business
with this content. And so Iappreciate this take, and definitely for B
to B brands thinking about how they'regoing to measure audience growth and having some
(07:09):
people on your team that like that'stheir sole responsibility, I hope that that
happens a little bit deeper of aninsight here, just to give people a
little bit more meat on this one. It the leading indicator to your audience
growing is really looking at audience engagementmetrics, So like looking at subscriber numbers,
(07:30):
looking at follower numbers, like that'sa good lagging indicator, but the
leading indicator to know whether the audienceis actually growing or not, it's what
are the engagement metrics tied to thoseparticular channels. And so with your newsletter,
like what's your open rate, what'syour click through rate? Are you
really studying your subject like your subjectlines? Are you studying the copy on
(07:55):
your landing page? The value propof your newsletter if it's just sign up
for up dates versus Like every weekwe break down a creator and share lessons
learned for how you can implement thisin your marketing team premise premise like premise
value prop like with with YouTube,it's like we're looking at click through rate
(08:16):
on thumbnails, we're looking at averageview percentage and average view duration. It's
it's understanding the nuances of these differentplatforms and is your content actually resonating,
Like what's the what's your average watchtime on a video? LinkedIn? Like
what's the dwell time of your post? Or people actually camping out on a
(08:37):
post? Why is it that thosegraphics that I've been posting on LinkedIn pop
off so much? It's because it'shigh contrast visual stands out in the feed,
takes up a whole chunk of thefeed on mobile. So it's those
little nuances that I think when youstart paying attention to audience engagement, you'll
actually start to see the needle moveon audience growth. Anthony TenneT was on
(09:00):
an Exit five pod that I waslistening to on the way here. Yeah,
and Dave was talking about how we'vecompletely overcomplicated so much of B to
B marketing where we had to thinkof acronyms for everything we're trying to justify,
you know, the things that we'redoing, the actions that we're taking,
(09:20):
and so we're thinking of all ofthese ways to measure, and in
reality he goes like both what Idid in the past and with what I'm
doing now. In reality, whatI did was get people nodding their heads
in the same direction, like beinglike, man, they get me,
and then that audience eventually converted whetherthat's right now, into his community.
But I think you can watch thisprogression Happen's like they're problem unaware. Now
(09:46):
all of a sudden, they're kindof like aware, and they're in your
audience, they're in your ether,they're in the ninety five percent, ninety
seven percent. And then it movesto like some sort of kind of maybe
it's more community, or they're willingto comment on a post, or there's
like engagement that starts to happen,and in a perfect which we all know
we don't live in a funnel world. But as they move into it,
they're getting closer and closer to potentiallybuying from you or you're on there.
(10:07):
They're on your day one list.So I think that's a great one.
Anything else you want to call out, you want to go down talk talk
more, a little talk about thatday one list. Elaborate what you mean
when you say day one list.Okay, So the way that I think
about a day one list is ifyou're let's say you're it doesn't actually matter
what industry you're in, but likefor us, we want to be on
(10:28):
the day one list of a CMOwho needs to hire a media agency.
So when they think of media companies, we want to be top of mind
for them. So like let's saythey're starting a new job, the day
one list is as soon as I'mready to have an agency for media,
I would hire Sweetfish. That's theday one list. Most people have those
(10:50):
lists, those categories in their mindfor certain products they need. So like
if there's Asaana versus click Up versusMonday dot Com, it's like in most
people's head they know which of thethree they'll use when they get to the
new company. Whether it's based onpast bias because of what they've used in
the past, or it's advertising,and it's content, and it's all these
things. So what we're really doingis we're competing for mind share, and
(11:13):
when we produce content regularly, especiallyquality content that shares our ip, then
people go, oh, I resonatewith that. I like the way they
think I want to do business withthem. And so that's that's what I'm
saying when I'm saying day one listis really just try as soon as they
have budget. You want to benumber one in that slot. Yep.
I love getting messages from people wherethey're like James, I can't do it
(11:37):
at this company because of leadership orbecause of budget or whatever. But I'm
looking for a new job right nowand I can't wait for the day that
we get to hire Sweetfish. Thatthat is that's the goal of talk.
I want the goal. Yeah,that's the goal with with content and what
you're trying to do is you wantto build so much affinity, so much
trust with people and like you thethings you say they identify with so deeply
(12:03):
that it's like I don't know,like when you wear your favorite brand,
like I want the world to knowthat I wear Lulu shorts, like I
identify as like someone who in yeahthat's in that fan club. Like the
kind of the things that that brand, you know, espouses, you know,
(12:26):
people that care about their health,fitness, comfort, like those are
all things like I yes, yes, and so so I think you nailed
it, Like trying to get onsomeone's day one list is a game that's
very hard to measure. But Ialso agree with DG that we have overcomplicated
(12:48):
it. Like say, like haveshare thoughts and ideas that can transform the
way your market thinks. Lead withyour differentiated insights based on your unique advantage,
and figure out how to communicate thoseideas better and better as you're evolving
those ideas, like I'm saying thingstoday that I would have never said six
(13:09):
years ago. It's a constant evolution, and I think the more you have
that muscle internally to be able tocommunicate those points of view from multiple people
in your org, the more likelyyou are to make it on a whole
lot of companies. Day one list. Okay, the next one we have
talked about a little bit, andI mentioned YouTube earlier, but I want
(13:31):
to go a little deeper here.So you say, B to B B
to B Land will finally start totake YouTube And they're one hundred and twenty
two million daily active users. Seriouslyto set the scene for this, if
you search most B to B companies, they might have a profile, but
we talk about it in like it'sa library. Right, So they posted
(13:52):
their webinar and then maybe they havea podcast episode that's not really edited super
well, and that's next to avideo of them showing how to do some
thing in their product, and theyall live on a YouTube channel. So
now it's super complicated because who areyou targeting that? Yeah, it's like
each video you're just like sharing thaturl to that video and the thumbnails aren't
thought through all the things. Sowhen you say that B to B will
(14:16):
start to take YouTube, seriously,what's the shift in how B to B
will show up on YouTube that you'resaying. I think B to B is
finally going to figure out that YouTubeis a distribution platform and not a hosting
platform. You've got wistia to hostyour videos on Vimeo, vio. Yeah,
(14:37):
you can host video in a varietyof ways. Sure, you can
host video on YouTube. But Ithink what B to b land has not
woken up to yet is that YouTube'sreal power is in its ability to get
your content in front of lots andlots of peoples, new eyeballs, people
that would have never otherwise known thatyou exist. But because you came up
(15:01):
with a compelling idea, you packagedthat idea well, thumbnail, hook,
title, compelling idea can't overstate thatenough, it will It will organically get
in front of people that could beinterested in engaging with your brand, and
(15:22):
instead of relying on the existing audiencethat you've already built for distribution on a
particular video, you can actually usethis platform that has one hundred and twenty
two million daily active users, secondbiggest search engine, the second biggest search
engine. It wants people to stayon its platform. But you have to
create content that is audience first,not company first. So much of it
(15:48):
is channel strategy and figuring out whatdoes my audience actually want, not what
do I want them to want?I want them to want my last webinar
top I want them to want ourproduct tour. Those things are great,
they can be still need somewhere else, like hou's it on your website and
(16:10):
put it in your email blast thatyou send out and point people back to
your website. You should probably bepoint people back to your website anyway.
Use YouTube for what it is distinctlygreat at, which is distributing your content
to net new eyeballs that never otherwisewould have known that you exist. What's
(16:30):
interesting about YouTube kind of goes backto the last problem we talked about.
If your marketing team isn't really clearon why we're doing this activity, then
of course you treat YouTube like alibrary. So even if you have a
super small marketing team and you're watchingthis or you're listening to this, as
long as you clearly define the whyof a certain output, you're in a
(16:51):
fine place. We are doing thison YouTube for brand building, Okay,
then have that hat on fully whenyou upload the YouTube and think about the
audience first. And then if thatsame marketer is in a position where they
have to do other roles for thecompany and it's like you need a product
video that we're producing, Okay,sweet, it's not gonna be hosted on
YouTube because we're wearing a different hatright now. So I actually don't think
(17:11):
it's that you need to hire newpeople for all these roles. It's just
that at the beginning, leadership hasto be super clear what this activity is
for. And then don't change yourmind halfway through, like that's such a
big part of this. Just stayconsistent with the purpose behind the activity that
you're doing. And if it's apodcast, this is the thing we run
into all the time, right We'lldo video shows for people and that video
(17:33):
has to live on a company pagemixed in with all this stuff because they're
afraid of like, well, arewe gonna have to grow a channel from
scratch, or you know, myCMO really wants the people to be driven
back to subscribe to our company page. So it's a lot of educating up
and just going hey, it's it'sactually hurting the overall viewership if you don't
build out a separate channel for thisshow, and it's gonna grow less affinity
(17:56):
because people think you're gonna spam themwith ads. So I think hopefully B
to B begins to catch up.That's what you're intending by making this prediction
that content teams will be like,you know what, it's worth it to
say, this is our brand playand we're going to be on YouTube.
We're going to have this channel that'sspecifically thinking about our audience. Yeah,
so I love that take. Wedon't need to harp on it longer.
Let's go to number three. TheVP of Marketing role will look eerily similar
(18:21):
to the role of executive producer ata media company. Yeah, so,
I think the VP of Marketing isreally is in a really interesting position,
right, They're not the CMO,so they're not necessarily in control of the
overarching narrative of the brand, thestory of the brand. They're not overseeing
(18:44):
the entirety of the marketing team likethe CMO is, they're not necessarily having
to interact with the board and theother C suite players. So I think
the VP of marketing is it shouldbe well positioned to care deeply. They're
(19:04):
high enough up in the marketing orgwhere what they say matters, But I
think a huge part of their responsibilityhas to be how are we going to
engage this ninety seven percent of ourmarket that's not ready to buy right now
but will be one day. Andso I think the executive producer skill set,
(19:26):
it's a lot of relationship building.Who are the movers and shakers,
who are the influencers in our spacethat we need to be doing collapse with
It is figuring out what are theengagement metrics on platforms that we need to
be optimizing our content creation for sothat we can get free organic distribution through
(19:47):
these platforms in addition to the paidmedia that we are going to earmark to
actually amplify the content that we're producingfor these channels. So that all of
our paid media spend isn't just goinggoing to sign up for a demo,
you know, bottom of the funneladvertising, we actually earmark some budget doesn't
(20:07):
need to be all, doesn't evenneed to be most, but earmark if
you're spending four hundred thousand dollars amonth in paid media, which a lot
of these SaaS companies are, ifyou spent fifty thousand dollars a month with
the express purpose of building your audience, your audience like you would you would,
it would be a forcing function foryou to figure out the premises of
(20:30):
each of these channels, because youwould soon realize that if your premise was
all me, me, me,like, look at what our product does,
you wouldn't grow an audience even thoughyou're paying all this money. Su're
like, we're paying all this money. We got to figure this out because
this isn't working. And so thenyou would figure out like, oh,
our channels actually need separate premises.We have to deliver on a value prop
(20:52):
that is independent of what our productdoes. A lot of what you're saying
is on it. It's like subjectmatter expertise in a way coaching, yes,
where you can get so in theweeds in any field, at any
company where you have a bunch ofknowledge up here, you kind of know
what the company thinks, but yousay it in a way that's only advantageous
(21:17):
for yourself because that's just like what'sbeen promoted internally. And so it takes
a conscious shift to think about theperson on the receiving end of the content.
And so when I think about whatyou're saying, is like this executive
producer, there are a lot oftimes thinking and packaging. They're thinking in
overall media strategy. They're thinking inlike how will this appear externally and how
(21:38):
will people consume it? And likeis it educational enough while also being entertaining
enough information, like all the thingsthat a lot of times subject matter experts
are like, they have the substancewe need, but how do we pull
this out in a way that willresonate with the market. Yeah, So
if before it was like how manyblog posts are we doing and whatever?
(21:59):
Now it's managing different types of content. It's video, both long form and
short form. It's thinking about whowe want behind the mic and who we
want representing our brand, and what'sexecuting out what's the most strategic way to
create this content where we can checka lot of boxes from one filming session.
Yeah, like there are ways todo that now. That's why video
(22:19):
podcasts are our bread and button.That's why we've chosen video podcasts is our
bread and butter, right, becausethey're so versatile in what and every market
needs edutainment? Yes we call itright education and yeah, entertainment. Okay,
number four here the role of creatorwill become common inside of content teams,
(22:40):
and we like to use this languageof being personality led. This was
actually the first in your list ofthe twelve things you posted about, but
I wanted to wrap up with thisone because this would be an interesting place,
I think for teams to start tothink about, to try to evolve
towards how do we get creators atthe center of what we're doing and how
do we put a face to thisstuff. We had recorded an episode not
(23:02):
too long ago about like Coke andtheir moved to a media brand, and
my biggest objection was where's the personalityin this? It's not that it's bad,
like obviously we want more companies tolaunch media brands, but I want
to see faces and I want tosee people who have been in these industries
talking for these brands, so itdoesn't feel like they're in this ivory tower.
So well, talk talk to meabout this one. So creators,
(23:25):
I get a lot of heat forthis. Creators and creatives have very different
skill sets. Creatives are I thinkhave the potential to be incredible creators,
but creators. Creators understand platform nuance. They understand what makes YouTube, what
(23:47):
makes something pop off on YouTube versusReddit, versus Instagram, versus TikTok.
They also understand human psychology better thananyone I've ever met. And it's the
common a nation of being able totruly empathize with the audience and understand,
Okay, they're going to be sittingon the toilet scrolling their phone. There
(24:10):
are already ten videos deep now nowthey're seeing hers. What is it about
this that's gonna make them stop thescroll and engage and creators. The more
creators I hang out with, themore I realize like they are. It
is. It is a It isan empathy for the person on the other
end of the phone that I've neverthink about. This for marketing to the
(24:33):
best marketers, you know, alsovery similar to creators, even if they
are not. Like when you getinto a conversation with someone who is a
great marketer, they're the perfect mixof science and art, which is exactly
what you're describing in creator world.So that mix is vital. And then
also, I think something we've talkeda lot about is external versus internal.
(24:57):
Some teams are going to be moreprepared for an external creator where it's like,
we're gonna pay you to kind oftalk on behalf of our brand,
maybe do a series with us,but also do some like coaching with our
team. They're not actually going tocome on your staff full time. There's
not one size fits all for this. It's like you could do this in
(25:18):
a lot of custom ways and yeah, anything else you want to say that.
So I think the supplement so youhave creators and creatives, yep,
I think creators are creators are bestserved, particularly if they are not a
subject matter expert in your industry,they still belong at the center of your
(25:41):
marketing team because of their understanding humanpsychology and platform nuance. And platform nuance
matters so much. Human psychology obviouslymatters so much today with how content it
gets distributed on the Internet. Whenyou pair them with a subject matter expert
who deeply understands your industry. Thisis going to make us sound stupid.
(26:02):
That's not a phrase we've used infive years. Stay away from that because
that's that makes us look really irrelevantor that's actually not our position. So
a subject matter expert who understands thecompany's points of view, which a creator
typically can. They can get upto speed on that pretty quick. They
can't always get up to speed onthe nuances of the industry and the expertise
(26:26):
that it because in B to Bcontent you have to convey You want to
build authority, and so you haveto convey confidence and you have to have
legitimate expertise in something for people topay attention to you. You can have
all the charisma in the world,which a lot with creators do have,
but if that charisma not met withtrue expertise, it's going to fall flat.
(26:48):
And so the combo of those two, whether it's them co hosting a
show, whether it's the creator collaboratingwith the subject matter expert on content that's
not like a video show format.But I think that mix is critical and
ultimately the creator we actually this roleon our team is called the media strategist.
(27:11):
It's it's central to running the mediastrategy for the business. And I
think more and more your media strategyis your marketing strategy. I mean,
when you think about the fact thatninety seven percent of your market is not
ready to buy right now, andso that's yeah, that's why I think
creators are so pertinent to this.If you you already have marketers. Unfortunately,
(27:37):
I think a lot of marketers havebeen pigeonholed into being glorified project managers
in the marketing department. I don'tthink they're given creative a lot of rain
to do creative things, and that'sthat's a shame. A lot of some
of that's on the marketer for notpressing more and trying to take those creative
(28:00):
swings and bets. Some of that'sjust the leadership on your team doesn't believe
in this stuff and they just wantyou to be an order taker for sales,
and hey, you know, like, honestly, if you're a marketer
in that situation, it's on youto get out of that. Like,
there are plenty of companies now todayin twenty twenty four that are looking for
people that think this way, likepeople that are thinking, what's the next
(28:23):
creative bet We're going to make whatchannel can we go and dominate because we
know it better than any of ourcompetitors. And I think creators, as
we've hired more creators on our team, they just think differently. I mean
Anaka on our team. She hasher finger on the pulse of the internet.
She's showing me TikTok trends before we'rerecording today. She's right here behind
(28:45):
the camera the camera and I hadI was like, I was like,
I am peak middle age. Ihave no idea why what's what's on my
phone right now in front of meis funny? But it is funny.
And millions of millions of people havestitched this on TikTok and are doing their
own rendition of it, and okay, like we're going to do it because
(29:08):
clearly, like I am not thearbiter of what people like. And I
think for market I think so manymarketers, particularly marketing leadership, they can
get stuck in their ivory tower andthey're convinced that they are the brand police
(29:30):
and they have to protect what thebrand represents. And Gary Ve talks about
this in his new book Day tradingattention. He's like he was talking about
in a podcast episode where he wastalking about the book, and he's like,
who are you? Who are youone person out of the eight billion
people on the planet to say whatis going to resonate with humans? And
(29:52):
what is not going to resonate withhumans? Like, so for you to
have the arrogance to think that yoursubjective opinion is the right opinion is foolish.
And creators I've found are extremely openhanded with their own opinion. They
have taste, and a lot oftimes they've built an audience because their taste
(30:17):
resonates with a whole lot of people. But they also know that ultimately the
audience is the arbiter of that.Like we put out of we put out
a video on YouTube yesterday. Ithought it was gonna slap. I was
so freaking excited, Like the collaborationon our team to put it together was
phenomenal. I'm convinced. I'm like, this is gonna hit. We're gonna
(30:41):
crack YouTube nine views. Welcome tothe journeys. Yeah, welcome to the
freaking But at the same time,it's a pursuit of quality, which I
think is something I keep wanting tocome back to because you don't know what
will work, so you have tokeep trying things. And then also there's
like just this pursuit of finding what'sthe taste that we want to have and
(31:03):
getting closer in that pursuit. Sothere's so many variables to some of this
stuff that you don't want to likethrow in which clearly we're not going to
do this, but throw in thetowel. After you try something like that
doesn't work, it's like, no, now we just iterate again. Yep.
So I want to sum up thesefour real quick. There's eight more
that you wrote, so we wantpeople to go to the description. You
can go read the whole post thatJames wrote on LinkedIn. But the four
(31:25):
that we talked about today, Buildingan audience will replace generating leads as the
primary objective for content teams B toB Land will finally start to take YouTube
seriously. The VP of Marketing rolewill look eerily similar to the role of
an executive producer. And then numberfour, which we just talked about,
the role of the creator will becomecommon inside of content teams. This is
(31:47):
a great episode, It was agreat LinkedIn post. We're out
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