Think like a media company

Why on earth would a B2B software tool create an animated cartoon series?

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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" 🤳

When you think of the term "influencers" OR "influencer marketing"

What comes to mind? 🤔

Probably...

👉 Instagram models promoting skin-care products & toothpaste on their profiles.

👉 Tiktoker's dancing and inserting random product placements.

👉 Joe Rogan selling supplements on his podcast.

...right?

But - probably not:

B2B influencers partnering with -> B2B SaaS companies to promote -> B2B software products

And you probably don't think about it.

Because it's something that's still in the VERY early days of adoption.

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Yet - individuals like Evan Patterson 🥂 have already been doing this for years...

(Working as a brand ambassador for dozens of B2B SaaS brands)

Which is exactly why, I wanted to bring on for this episode and talk everything "B2B influencer marketing"

And hear how he thinks about it both from a:

✅ Brands perspective.

But also from an...

✅ Individuals perspective.

And honestly...

This conversation *really* opened my eyes to what's possible in this space.

From how salary compensation changes when you've got an audience to how B2B brand partnerships work... there's a lot of gems to digest from this conversation.

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.

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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.

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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 :)

✅ Tom Boston.

✅ Charlotte Johnson.

✅ Will Allred.

If you're in sales, you almost certainly recognise those names.

...and you almost certainly recognise those names because of one thing that they all have in common:

⭐ A large, engaged social following. 

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The tides have *shifted* when it comes to content creation.

We now live in an age where a single SDR can have a larger social following than both the leadership team & company brand combined.

i.e. the process of becoming a content creator & industry thought leader has become completely decentralised.

(Where the information you put out is valued more than the title you hold)

Which to me start to raise an interesting question:

If a single SDR has more audience leverage and social following than the entire leadership + company brand combined (and 10 fold) - how does that change their role? Does it change their role?

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Well... while I'm promising to have the perfect answer to that.

I think myself and my guest for this weeks episode of 'How We Make Content' (Will Allred, Co-Founder of Lavender)

Brought together some interesting perspectives and ideas around of the topic.

Here's what we talked during our convo:

🎤 Will's background and the inception story of Lavender.

🎤 How Will approaches content creation for his own personal profile (and why he believes in the power of niche)

🎤 Both of our thoughts around that SDR question and why he thinks SDR's will eventually turn into "company evangelists" 

Chili Piper…

I think if there’s one company that's “redefined” what B2B marketing looks like…

It’s these guys.

Their approach to content/marketing as a company from day 1…

Has never fit the traditional “B2B marketing playbook” 

From creating hype videos for product/feature integrations to creating their very own podcast network…

As a company - and the keyword their being “company”

i.e. not just the marketing department.

They’ve thrown out the “rulebook” of what B2B marketing is ‘supposed to look like’ - and wrote their own.

One that’s bold, unique & maybe even a little controversial…

But one that no-one can argue with... stands the f**k out.

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Which is why for today’s podcast I wanted to bring on someone who’s been central in re-writing that playbook… Head of Content - Chelsea Castle.

During this discussion we broke down their content engine from A-Z.

Talking through some of their most impactful ‘content plays’ including;

✅ Their podcast network - and why they’re putting so much emphasis and effort into the/this medium 

✅ How they structure case studies and they’ve been able to pump out so many as a company 

...and everything else in between.

It was a really, really interesting & impactful conversation and one that if you’re working in a content marketing role at a B2B SaaS company...

Should definitely be on your list to listen to this week.

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.