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October 8, 2024 • 28 mins
Can marketers really get busy executives in on content creation without adding to their already packed schedules?

In this episode, Benji and James chat about the major barriers keeping execs on the content sidelines and how to integrate content creation effortlessly into their schedules, ensuring they remain leaders in their industry without feeling overwhelmed.

Join as we discuss:
  • Strategic Habit Integration: Learn how habit stacking and smart calendar management can make content creation a natural part of an executive's day.
  • Practical Content Creation Tactics: Explore tactics like sharing quick notes on Slack and getting the most out of short meetings.
  • Long-term Benefits of Content Creation: Understand the enduring advantages of building a content bank that boosts thought leadership and maintains industry relevance.

Connect with us:

Benji: https://www.linkedin.com/in/benji-block/

James: https://www.linkedin.com/in/jamescarbary/
Mark as Played
Transcript

Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Executive calendars are a battlefield, back to back meetings, endless emails,
last minute fires. With twenty five hours a task packed
into a twenty four hour day, it seems impossible to
squeeze in one more thing, let alone content creation. So
how can executives become content creators without burning out? Today
we're unlocking five simple, game changing habits that empower marketers

(00:23):
to help their executives not just create content, but own
the conversation in their industry. So, Benji, we talk about
this all the time on B to B growth. You know,
ninety seven percent of your market is not in market
to buy right now, and so when you think about
execs creating content, they're not. It's it's not just about

(00:47):
getting more followers on LinkedIn or Instagram or whatever. You're
building mind share. You talk about like trying to get
on someone's day one list, and you do that by
creating content. I heard David Gearhart say the other day,
like it's there's no more like content marketing. Content is marketing,
and it always has been, it always has been. And

(01:09):
so you know, but we hear this, you know, we
we we hear it all the time, and we always
get this pushback. It's like I'm on the marketing team
and I know the value. We just heard about it
in that Beam report, right, Like I know the value
of having our subject matter experts, of having our executives
involved in our content. But they're too busy, or they're

(01:31):
worried about public perception and they're worried about saying the
wrong thing, and so they just won't do it. So
what are your thoughts?

Speaker 2 (01:37):
I mean, the struggle is real because there is a
clear breakdown between content marketers or the marketing team at large,
knowing the value of the subject matter expert that's on
the team or the exec and what it would look
like for this person public face of the company or
person with all this industry experience to be more active
on LinkedIn, to be pushing out their thoughts over video

(02:02):
or in a podcast, whatever. But the constant struggle of
where does this fit into our calendar? How do we
actually get them one? We got to sell the vision
to them of like this is worth your investment even
if the company's growing right now, like this is a
long term play. There's a lot to talk about just
in convincing your exec that this is worth the effort,
that it's about to take them. Then there's the second

(02:23):
part of like what are the easy habits we could
actually do now to effectively make this work? And we
know the value of it right, Like you've seen the
value of it with your personal LinkedIn profile. And the
other side of it too, is like, even if you're
not getting a ton of likes, I've really started thinking
about content as a bank. You are putting in day

(02:47):
after day with your posts, basically leverage for the future
or the potential that someone's going to come across that bank.
See one of your videos, see one of your posts,
and go, man, that was good. I wonder what other
thoughts they have, and they might end up in this
like black hole of your content where it's like, man,
I really like the way this person thinks about business
or about this niche or about this industry.

Speaker 3 (03:08):
I need them to be my guide. And that's the
value of.

Speaker 2 (03:12):
Posting consistently on a platform like LinkedIn in B to
B we undervalue that bank because most of us don't
have one, and to build that up and see like, Okay,
I've been doing this consistently now this momentum is gained,
so I think there's most people listening to this. If
you're going out of your way to listen to content,

(03:33):
you know, B to B niche where we're talking about
content marketing, you're not in your head in agreement. And
now you're just like, give us, give us the takeaways,
like give us the thing that we should be doing
with our execs. So that's that's really the point of
getting here. So let's count it down. I'll have you
start this one. Five easy routines that we could implement
to help our execs generate more content.

Speaker 1 (03:53):
What would be the first one? So before before we
get into this, I want to give our I want
to send a little bit more context around this thing
called habit stacking that I learned about from James Clear's
book called Atomic Habits. So when you understand habits, habit sacking,
this was a game changer for me. So here here
are some examples in my own life of what this
looks like. But it's essentially taking something you already do.

(04:16):
It's already a habit. Maybe you don't think about it
as a habit, but it's already something you do on
a regular basis, and then you just stack the new
habit that you want to develop on the front or
back end of the thing. You already do. So for me,
like I never used to floss every single time I'd
go to the datis SAYD be like, James, you gotta
start flossing. You gotta start flossing, You gotta start flossing.

(04:38):
So finally, you know I read this book, I'm like, Okay,
how can I manipulate my existing habits to include flossing?
And I love watching YouTube videos in the shower? Maybe TMI,
but I've got the little thing that I've phone in
the shower, so I like watch my YouTube videos in
the shower. Love taking long, hot showers watching YouTube videos.

(05:01):
So I'm like, okay, I already love being in the shower.
I could be in the shower more if I put
my electric closser into the shower. I know I'm already
going to take a shower every day, and this is
a way for me. Now I just know, like, Okay,
before I do shampoo, I got to do my flossing.
So that reading my Bible after I drop off one

(05:22):
of our kids at daycare. So I always struggle with
like reading my Bible in the morning. Now I gotta
take baby Z to daycare and as soon as I
get back, like the first thing I do when I
come back from daycare. Now it's like implanted in my brain,
like Okay, get the Bible out, get my journal, like
ye do that? Listening to podcasts when I drive. I
drive every single day. So this was something that ten

(05:44):
or fifteen years ago I did when I didn't even
know the language for habittacking. But now every time I
get in the car, instead of just turning on music,
my brain has been rewired to turn on podcasts or
audio books. And so I'm constantly taking in new ideas
because I've turned one of my existing habits into a
place for learning and development. So when you understand that,

(06:05):
I think that gives just a little bit more context
for what we're going to be talking about here. And
so this first point here, Benji, that I want to
to you up to talk about is around scheduling their creativity.
So actually like getting it in the calendar. Talk to
us about this.

Speaker 2 (06:21):
Yeah, So to build on habit stacking, one of the
problems is you don't you lack momentum. If you're on
the marketing team and you're like that sm needs to
talk more publicly. They don't have time in their calendar.
We think, well, I got to go talk to that person,
or I got to somehow convince them. The easiest way
would actually probably be in a lot of cases to

(06:43):
bypass the subject matter expert or the exec go to
their executive assistant and say, hey, look at their calendar
and give me thirty minutes every month where I can
post questions at them for social content. So and the
first meeting, like it almost could just be like a
quick setup. Hey, looking for or to our meeting tomorrow.
Here are the questions I'm going to be posing at you.

(07:04):
You could start with a zoom recording. It could be
that simple, and in a half hour you could probably
pose at a minimum of ten to fifteen questions and
cut all of that into social clips. Or if they
don't feel super confident in video, you could start them
with written posts where you just take the transcript of
that and repurpose it into posts for LinkedIn. So now

(07:25):
the habit just becomes well, once a month, this person
takes a thirty minute meeting with me where I give
the questions. They don't have to think about the questions.
They probably already know the answer is. You can set
them up and this also helps with another kind of
pain point. You may ask a subject matter specifically, let
me say, with execs, they are bad at talking about

(07:47):
their company too much. But this puts you in the
driver's seat to ask the right question and also ask
the follow up question that's needed. Versus saying here's an assignment,
go make this content for us, you're saying, hey, if
this take talks about this thing too much and it's
supposed to be top of funnel content, I'm going to
need you to reword that. I'm going to need you
to try that answer again. I'm gonna need you to
start with the hook I'm going to need so like

(08:08):
it keeps that sort of going, and you're gonna have
to be bold as a content marketer if you're in
a room with an exec to say, hey, that wasn't
a good enough answer. But once you get in the
routine of that, you're actually gonna build trust with that
person and it's going to help them be better. So
the habit here is just get on their calendar consistently
thirty minutes, go to their executive assistant and said, of them,

(08:29):
what do you think of this idea?

Speaker 1 (08:30):
Yeah? So, I mean I think it's brilliant. Obviously, they
have to have they have to know what they're getting into,
so there probably needs to be some conversation with them.

Speaker 2 (08:37):
But I would say let their ea even have that
conversation with them. Hey, this person's trying to get thirty
minutes on. But here's here's the roll I of that.
If you're going to have this conversation personally, just lead
with the ROI like, Hey, we're gonna be able to
push out more social content. You're going to be able
to be like the personality we need you to be,
but you're gonna be able to do it in a
recurring time.

Speaker 3 (08:56):
It's not going to add anything.

Speaker 2 (08:57):
It's just gonna be like another meeting on your calendar
where I'm gonna post some questions at you and give
them maybe maybe give them five minutes at the end
where you're just like, hey, is there anything you're really
passionate about you want to talk about since we're here.

Speaker 3 (09:08):
Just setting that rhythm up is awesome.

Speaker 2 (09:10):
We've done this with a few clients, but I'm thinking
of one specifically recently.

Speaker 3 (09:14):
When we got to the end of the session.

Speaker 2 (09:15):
I think I had posed fifteen questions at this CEO
and he was just like, man, I can't wait to
see this, And I'm like, yeah, because even just one session,
you realize how much content could come from that, how
much is living in that person's head that no one's
ever asked them a question about. So the first round
I would say easier too, like coming up with those questions.
Once you're in a monthly rhythm, you're going to need

(09:37):
to do a little bit more research, or you're going
to be looking at industry news trying to find some
other questions. But I think this one is awesome and
it helps you batchercord for social specifically.

Speaker 1 (09:47):
All Right, so this next one is adding content creation
as a layer to their normal work.

Speaker 3 (09:54):
Which is kind of what you were saying, like it's
a habit stacking almost thing.

Speaker 2 (09:57):
Yeah.

Speaker 1 (09:57):
Yeah, So execs are already networking, they're going to events,
they're listening to podcasts or standing the loop. And I
really like this one because it's essentially giving them an
outlet to take those things that they're already doing. So
they had an unlock in a conversation at an event,

(10:18):
or they were listening to a podcast and the drive
into work, or they're listening to an audiobook on their
morning walk. Get them a Slack channel where that executive
can just make quick notes about something they heard, something
they observed and unlocked they had, and just have them
posted in that Slack channel. They're not posting it directly

(10:39):
to a LinkedIn or a channel, so they don't have
to worry about the formatting of it. That's what the
content marketer is for, but giving them a platform to
get those ideas as they hit their head out into
a space where a content marketer can come alongside them
in a massage and like, Okay, this is either going

(11:00):
to become a prompt for our question on our next
thirty minute monthly call, like what you were just talking about,
or this could be a standalone like Carosel deck, or
it could be it could inspire you know, a whole
nother train of thought for.

Speaker 3 (11:14):
The comment and for the content marketers.

Speaker 2 (11:15):
It could become nothing, which is also a very big
benefit to the content market. To the exec they're like, oh,
look at this, I got all my ideas out and
to you you can kind of passe through that and
be like, Okay, this was a good one. This was
not such a good one. So there's a lot of
value to doing this. The other thing is voice notes.
If your exec is like really pressing you on, like

(11:36):
I don't even know you know, this is like a
half baked idea, send me a voice note, like if
you're in the car and you're driving somewhere, like just
give me two minutes on what your hot take is
on this thing. But that is another easy thing where's like,
don't even you don't even have to feel like you
have to type it out, but can you just shoot
me a quick note so I have an idea of
where you're going.

Speaker 3 (11:53):
With this, and we'll run with it. So I would
I like this one a lot.

Speaker 1 (11:57):
All right? What's next?

Speaker 2 (11:58):
Number three here is book end their day or bookend
if you're trying to create content, bookend your day. Thirty
minutes at the beginning of the day for me is
when I'm freshest. And I noticed that if I dedicate
that time to something recurringly in the mornings, it just
becomes an easy routine before my mind is flooded with things.
So there's other people that I know the end of

(12:19):
their day is better, but I'll speak to that in
the second.

Speaker 3 (12:22):
But I'll start with it being the first thing.

Speaker 2 (12:24):
If it was just fifteen to thirty minutes, where either
you look at the calendar from yesterday and you go,
what did I learn?

Speaker 3 (12:30):
What meetings was I in.

Speaker 2 (12:31):
It's almost like you could stack this with the last
one we talked about, where they could use that strategic
time to get all their ideas into that slack channel,
but bookending your day. The other reason this could be
helpful is if you were to say, once a month,
we record for thirty minutes. If you could get that
time to be the first thing in the morning once
a month, the other weeks, if you can convince them

(12:53):
that this is beneficial, they maybe they're spending that thirty
minutes writing another post or writing a blog or filming
a video. Like you could start to insert yourself more
into their calendar. But I would prove it out by
getting the first thirty minutes, and then I would say, Hey,
an easy way for you to keep doing this or
to work on a bigger long term project or a
series or whatever is let's just now make this a

(13:15):
weekly call. Let's just do this thirty minutes once a week.
So you're proving out value before you're asking for the
weekly call, but then you're asking for more time and
you're doing it at the beginning of the day when
they're freshest, or like I mentioned, you could do it.

Speaker 3 (13:29):
At the end.

Speaker 2 (13:29):
The value of the end is that they've been in
a lot of real world situations all day. So even
if they only have fifteen minutes, they're going to have
questions that someone asked them. They're going to have a
story that might have happened that day. So the chances
for real world context and storytelling and putting that into
the slack channel or filming that is higher. I think

(13:52):
the energy levels is lower. So if you're wanting someone
to film something, I wouldn't do it at the end,
but for the sake of the idea, that could be
like a minute reminder at the end of the day
to just what did anything happen today That could be
content in the future. So that's why I like to
give us give us number four.

Speaker 1 (14:08):
Yes, So this next one is outsource idea generation and
so really encourage your executives to collaborate with the marketing
team to come up with these content ideas based on trends,
industry insights. What Alex Ramosi posted on Twitter last night,
like whatever is relevant to your market, The movers and shakers.

(14:30):
You as a marketer, should be following all of those people.
The folks that are keynoting at conferences, they are probably
also tweeting, They're probably also posting on LinkedIn. The authors
of the books that everybody in your space has read,
you need to be following them. And so when a
new book launches, somebody launches a podcast, or you just

(14:50):
come across a good podcast episode that you know your
exec would have two cents on, you are feeding them
these ideas, and that's the beautiful part about commentary. In
a lot of these A podcast would be not an
example of this because you can't see consumption metrics publicly.
But when you're looking at a YouTube video, and if

(15:12):
a YouTube video already popped off in your space or
a Reddit thread that we're really popular, or something that
happened in the news that everybody seems to be talking about,
leverage the maturity and the stage we're at with the
Internet today to know this is interesting to people because
it popped off on Reddit or it got a bunch

(15:33):
of views on YouTube. Clearly there are a lot of
people interested in this particular topic. Our CEO or one
of our executives could weigh in on this and give
their two cents, give their commentary on this thing that
we already know is interesting to the people that we're
trying to engage. And so if you can partner with
your executives or your subject matter experts in this way,

(15:57):
I guarantee you you're going to get more kind out
of them because you're thinking about this all the time.
They're thinking about this for that one thirty minute block
a week or a month. And so the easier that
you'd mentioned it earlier, the more friction you can take out,
the better. And so I love this idea.

Speaker 2 (16:17):
The other thing here is we have AI, we have Perplexity.
I saw my first Perplexity commercial last night while I
was watching football, and I was like, I haven't seen
a chat GPT commercial on like TV, but Perplexity is
going all and it's awesome.

Speaker 3 (16:33):
It's with Jim Harbaugh.

Speaker 2 (16:35):
He is like at a press conference and they start
posing these like wild questions at him and it's like
he has this moment with like this epiphany and then
he can just answer any question. Commercial is brilliant. But
I'm a huge fan of Perplexity. But I think this
is and when you think of outsourcing idea generation. Yes,
if you're the busy exec, outsource that to content marketer.

(16:56):
Content marketer, you're too busy. Okay, let's go to start
with a start with a perplexity and just give it
some prompts around Hey, in our vertical, in our niche,
we're looking for twenty five questions. Maybe give us a
data point or a source material for this question. Get
creative with your prompts. There's a lot that happens there

(17:18):
that could help you post future questions or be relevant
in your niche. Especially to get started. It'll get the
ideas flowing. Don't start with a blank page in twenty
twenty four.

Speaker 3 (17:28):
So okay. Last one here as we wrap up.

Speaker 2 (17:31):
Number five is to script a top of funnel content
series for your exec to record.

Speaker 3 (17:36):
We've tested this.

Speaker 2 (17:38):
I really like this idea specifically for YouTube, but I
was thinking about it because of PLG one two three
back in the day. I loved that series on LinkedIn,
specifically because he was just giving product led growth updates.

Speaker 3 (17:51):
I think it was weekly.

Speaker 2 (17:52):
I haven't stayed up with it, but that idea of
a quick series that you could record several videos at once,
monologue style videos The value of that is if I
am an exec and I don't have to do a
bunch of review to get every word right, I can
come in. I can read into a teleprompter a story,

(18:13):
or I could maybe if they're willing to look over
that script and shape it slightly. If I'm a subject
matter expert. But the content marketer did ninety ninety five
percent of the work. They're just coming in recording. If
you already have a time on their calendar, great, Hey,
we're going to record this so you can see where
I'm going where these are kind of stacking on top
of each other, but this is great for a YouTube channel.
This is really good for a personal LinkedIn page if

(18:36):
you branded the series around that person. What do you
think about this one? And you've done marketing sales too,
so maybe explain it? So marketing fails.

Speaker 1 (18:43):
As a series we've started doing on YouTube, and it's
essentially taking big blue chip brands that everybody's heard of
and looking at a flop that they've had from a
marketing perspective and then talking about it. And it's been
incredible because all of the research gets done by our team,
and when I'm reading over these scripts, like I'll give

(19:05):
it a once over, I'll maybe edit I would say
this differently, but it's a pretty light touch on the edit. Ye.
Then we loaded in the teleprompter and I just go
and it's almost just as enjoyable for me reading the
script back because I'm like, oh, this is this is
a really interesting story. But the reason I mentioned that
is because with these scripted top of funnel series try

(19:27):
to incorporate bigger brands into it. And so maybe it's
tools that everybody in the space uses an influencer everybody
in the space knows. But the more you can frame
the premise of this series around a brand or person
that people know. Even PLG one, two three, they were

(19:48):
doing it by breaking down I think it was the
product led growth motions of Notion or of all these
big SaaS companies that everybody in their audience would know,
and so it gives a for the audience member to
want to consume the content because oh, I really love
Notion or I really love Trello. I want to know
how they're doing product led growth. Where I think knee

(20:11):
jerk reaction for a lot of executives and even some
content marketers is we got to make the content about
us and our thoughts and our ideas. But if you
can ride the cotail of the affinity that a bigger
brand already has, particularly in the scripted series that one,
there's a lot of stuff that your team can go
and do research on if you package this premise around

(20:35):
like covering a big brand or a big influencer. So
there's just a lot of stuff on the Internet about
those people, and so the research becomes way easier and
the content itself just is more interesting.

Speaker 2 (20:45):
We've talked about the power of original research. If your
company already has some sort of big report that they
do yearly, you've got to think of a branded series
you could do around giving away those data points in
a unique, fun, exciting video ways, an easy way to
get people on your team, video content that they could
share to their LinkedIn profile that again backlink to the

(21:06):
full report. But if you can, if you can brand
it as its own monologue kind of standalone series that
they just come in and read the script, man, you've
eased so much of the heavy lift. The other value
to this is if I'm trying to convince an exec
of the power or the value of this content, you
could say we're just running an eight part series. I

(21:28):
only need you for these eight videos. And you know what,
we already have the time setup. We're going to record
once once a week for the next eight weeks. Whatever
it is, thirty minutes on your calendar. You're just gonna
have to come in read from the teleprompter. That's such
a low lift compared to what we normally do. That again,
we're stacking these things on top of each other. We're
just thinking about it from a different angle. And if
you record, let's say, you know, in the case of

(21:50):
marketing fils eight minute video whatever, that there are plenty
of micro video options within that. You could take the
eight minute story and turn it into a one minute
story that's a trailer for the full length. Like the
editing is probably already going to be good because you're
going to try to make that monologue video great. That
means the micro videos are going to be better. Like
these strategies start to play into each other. So yeah,

(22:13):
let's recap and then we will go to our research
roundup section. But the five here schedule creativity get on
their calendar. If it's with an EXEC that has an EA,
go to the EA ask for some time. James, you
mentioned adding content creation as a layer to your normal work,

(22:33):
having a Slack channel for that content that the exec
can just throw up there and then the content marketer
can figure out what they want to do with it.
Three bookend your day beginning or end for ideation content creation.
Four outsource idea generation. Get somebody on your team thinking
about this, using AI to generate prompts and ideas. And
then five script top of funnel content for your EXEC

(22:53):
to record, do some sort of series and you'll see
a ton of value from these five ideas.

Speaker 3 (23:00):
Research roundup.

Speaker 2 (23:01):
It's a new thing we're doing and we're given away
a data point that we find interesting at the intersection
of media marketing business. So I want to pull a
data point actually from the same report that we talked
about last week. So yeah, closing the content gap. What
we learned from talking to four hundred plus go to

(23:21):
market pros. Okay, here's the data point. So they asked,
how would you describe other department's understanding of key content metrics?
Twenty eight percent said good understanding through only three percent
said excellent, seven percent very poor, which I think if
they could if I bet that numbers higher I feel

(23:42):
like people are just like, nah, you don't actually understand
content twenty three poor understanding thirty nine moderate. So really
what was interesting to me was only twenty eight percent
say good understanding. They point out two trends here and
then maybe we could discuss just a little bit here, James.
But the first trend content marketers think and awareness via
organic social is undervalued. I would agree trend two, which

(24:04):
is the one I really wanted to dig into. Content
marketers feel the pressure of short term results when content
is a long term play too. Yes, the problem here
is if you know content is a long term play,
but your execs or SMEs don't. The disconnect in what
are a key content metrics? Are we seeing growth month
over month? Are we putting in time to have this
bank of content? If you don't really get into the

(24:27):
conversation around we're not chasing just like momentary virality, We're
trying to enter into a community and become a leader
in these discussions. It can constantly be contributing to this
discussion that's happening online. Those are different mindsets, different ways of.

Speaker 1 (24:42):
Doing your job as the marketer to inform on the
front lines of seeing the comments come in. You might
have a post that your executive did and it only
got thirteen likes and two comments. But if one of
those comments was really thoughtful, you need to be screenshotting
that comment, getting in into slack talking about that.

Speaker 2 (25:01):
The slack wins channel is again we've already mentioned slacking this,
but that's the easiest way to do it, so you're
not using some crazy intense data that's like on a
chart somewhere. Yeah, just give me a screenshot of a
few people who interacted with the content in a meaningful way.
That's a great place to start. Those are and people
can find that content in the future. That's what I

(25:22):
think so valuable about this. It's not just for right now,
it's for always, like what you highlight on LinkedIn and
these thoughts that you have.

Speaker 1 (25:29):
It's so particularly when you think about series, like what
you were talking about earlier, these scripted series. We might
do eight videos for marketing fails, but when you you know,
when we get this published on our website, it's imagine
your website looking like a Netflix homepage. These are not
all ongoing series like Stranger Things hasn't had a new

(25:51):
season come out and however long but when you go
to Netflix, you still see the past, all the past
seasons of Stranger Things, and in this way, like it
starts to compound, and your media brand website starts to
look really really good after you've been doing this a
year or two, even though most of the series will

(26:12):
not be things that are happening on an active and
ongoing basis, but there are things you did at a
point in time that we're well packaged and is still
a great piece of content. So if you're only thinking
about this content in social feeds, yes, I get that, Like, Okay,
that's tough for people aren't necessarily going back through and
finding older posts. But thinking about how you can position

(26:35):
this content on a website property on whether it's your
corporate website or a media brand website, I think, is
how you need to think about it to really tap
into what you're talking about.

Speaker 2 (26:47):
Another one of the objections we hear a lot, if
I have this person in my content, they become the
face of my brand and then they leave. Okay, but
if you think about that, if they're only in a
series and they're answering objections that maybe potential clients are
would have the answer that they gave is still great.
They can move on and that series can still work.
So you're really like, especially now, no one's thinking, oh,

(27:10):
this person doesn't work for this company anymore. If the
content's valuable, to content's valuable, it's evergreen. What they're giving
away is important. So if I'm a content marketer and
I'm feeling the pressure of short term content, like, man,
I need to prove out the data. One, when you're
applying for jobs, ask questions around this, what's my runway
to make this content productive or like successful in your eyes?

(27:34):
And make sure you're on the same page with that company.
And then two, I would just enforce, reinforce over and
over again. Hey, we're playing the long game with our content.
We're trying to gain mind share with the ninety seven percent.
The vanity metrics are cool when we see a boost
in them, but it's not the only thing we're chasing.

Speaker 3 (27:50):
We want meaningful conversations. So great episode James closes out.

Speaker 1 (27:55):
Man, we're out
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