Think like a media company

Why on earth would a B2B software tool create an animated cartoon series? --- In this episode, Chris Savage (CEO of Wistia) explains why they created an animated cartoon series + why they're so invested in creating branded content as a B2B company.

Todd Clouser has quickly become one of the most recognisable faces in the B2B marketing community. How? One word: TikTok. But not in the way you probably imagine. He's not become a "Tok influencer" on the platform itself. No - he's leveraged TikTok style content to grow his following on LinkedIn. i.e. repurposing TikTok's onto LinkedIn. During this conversation - I chatted with Todd about his journey with TikTok and he's been able to leverage the platform to grow his LinkedIn following. We also chatted about the state of B2B creators and why Todd thinks creators are now some of the most important individuals inside a company.

Smart companies are either building OR acquiring media companies.

How does a niche B2B podcast generate 1,000+ downloads a week?? Yeah, I know - when Conor first told me this I was shocked (in a really good way) 1,000 downloads for a B2B company podcast is INSANE so I had to get him onto the pod and find out exactly how they've been able to do it!

In this podcast I chatted with Nate Odell about how he and the team at Scratchpad approach product marketing content. We also talked about B2B influencer marketing and how that's changing how content is created.

"B2B influencer marketing"

Does the CEO have to be the face of the brand? OR: Can it be another individual within the company? If you follow most of the "marketing-fluencers" on here... they'll probably have you believe that it has to be CEO. And that if it's not the CEO - your content will FLOP and won't "resonate as much" But... here's the reality: ❌ Not every CEO can dedicate their time to creating content for LinkedIn (insert other channels) like Chris Walker can. ❌ Not every CEO has that DEEP level of industry expertise to allow them to create content that will *actually resonate* with their audience. ❌ Not every CEO is a great natural content creator (whether that be written/video etc.) yes 'content creation' is a skill and CAN be learned BUT talent is also a thing and there are some really talented creators out there. --- Jorge L Soto is a PERFECT example of a non-CEO "brand face" Since joining Reprise as Head of Content & Community he's helped them build their brand... from pretty much scratch. Creating FOUR different content series': ✅ Demo Diaries Podcast ✅ The Product-Led Revenue Show ✅ Executive Talks on LinkedIn ✅ Reprise Revenue Leadership + a whole bunch of other content assets. That have collectively helped Reprise build a really strong audience base and drive significant pipeline. For me, Jorge is someone that acts as a great reminder that: ⭐️ You can still build a really strong brand *even when* your CEO isn't front and centre stage. --- In my latest episode of 'How We Make Content' I chatted with him/Jorge about how he's executed this brand/content model... And his thoughts about the "media company" model that's being talked about a lot at the minute on LinkedIn. Honestly - this was my favourite conversation on the podcast to date. *Super actionable and straight to the point. If you're a content marketer trying to figure out this "brand marketing" and "media company" thingy. Give it a listen :)

Arnold Ma… CEO of award-winning Chinese digital marketing agency - Qumin. And also one of the most ‘brand-driven' B2B CEO's I've ever met. From filming internal company vlogs to building a media company… Arnold and the team at Qumin… live and breathe content as a company. And what particularly fascinates me about these guys, is how quick they're to iterate on new ideas... And you know - look, Arnold was very frank with me during this conversation - they've tried lots of things that haven't worked. But one thing that's remained consistent: is that they've never stopped. My conversation on today's podcast goes behind the scenes of Qumin's content engine and into the mind of Arnold Ma.... a CEO who really understands marketing.

Vidyard have dominated their category