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Beyond the Play Button: Scaling Content with Josh & Norm Clare
Today, we’re cracking the code on modern media.
If you’ve ever wondered how a YouTube channel hits millions of subscribers or how a business can actually turn a 'Like' into a 'Lead,' this is the episode for you.
In the studio, we have Josh, former content director at Hacksmith entertainment and is now reinventing the game with Breakfast Serial along with Norm Clare, a master of authentic video strategy and founder of the The UnMarketing Group, who guides organizations on how to stop selling and start building real trust through the screen.
Here's what we get into:
- The podcast format has exploded on YouTube and it's more oversaturated than your morning inbox. Video podcasts are leaning into the low-fi, authentic feel of audio on purpose, and it's working.
- Subscribers are a vanity metric with up to 80% of your views coming from people who never hit follow. The real money is in brand deals and sponsorships. Views get you to the table, consistency keeps you there.
- For businesses, forget chasing views—chase the right viewers. Video's job isn't to close the sale. It's the handshake before the handshake. Think breadcrumbs with a buy button. Pique curiosity, earn trust, and let the funnel do the rest.
Hit like and subscribe and let's get into it!
About the Show: Tech About Town is brought to you by Communitech, the hub for Waterloo Region’s tech ecosystem. Whether you’re a startup founder or a tech enthusiast, we connect you with the people and ideas shaping the future. Visit us at communitech.ca.
View all episodes
By CommunitechToday, we’re cracking the code on modern media.
If you’ve ever wondered how a YouTube channel hits millions of subscribers or how a business can actually turn a 'Like' into a 'Lead,' this is the episode for you.
In the studio, we have Josh, former content director at Hacksmith entertainment and is now reinventing the game with Breakfast Serial along with Norm Clare, a master of authentic video strategy and founder of the The UnMarketing Group, who guides organizations on how to stop selling and start building real trust through the screen.
Here's what we get into:
- The podcast format has exploded on YouTube and it's more oversaturated than your morning inbox. Video podcasts are leaning into the low-fi, authentic feel of audio on purpose, and it's working.
- Subscribers are a vanity metric with up to 80% of your views coming from people who never hit follow. The real money is in brand deals and sponsorships. Views get you to the table, consistency keeps you there.
- For businesses, forget chasing views—chase the right viewers. Video's job isn't to close the sale. It's the handshake before the handshake. Think breadcrumbs with a buy button. Pique curiosity, earn trust, and let the funnel do the rest.
Hit like and subscribe and let's get into it!
About the Show: Tech About Town is brought to you by Communitech, the hub for Waterloo Region’s tech ecosystem. Whether you’re a startup founder or a tech enthusiast, we connect you with the people and ideas shaping the future. Visit us at communitech.ca.