Transcript
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hello and welcome back to another
episode of B two B growth. Today I'm
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going to talk about the 10
documentaries every marketer should
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watch, including B two B marketers, of
course. But before I get into it like I
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want to talk about why, why it could be
helpful toe watch documentaries. Why
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I'm gonna recommend these and they all
kind of have, like, a unifying theme of
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why they're helpful to watch. And
that's mostly for context. The cool
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thing about documentaries kind of like
reading biographies of past business
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successes and reading case studies, is
because it gives you context context of
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what's going on context of what's
proposed for the future context of
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what's happened in the past. All these
things are really important. But
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because guess what? Even in a data
driven world, we're still left having
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to make choices, choices where the data
isn't clear. And let's be honest, it's
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not clear often most of the choices
you're gonna have to make as a marketer
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you're still gonna have to make with
your gut because the data is only one
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point trying to give you some direction.
Thea Other points have to come from
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experience, but it can also come from
other people's experiences. And the one
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way you could do that is by watching
documentaries. I know they've been
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really helpful for me, but I'm an
aggressive learner, like reading a lot
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of biographies. I like reading a lot of
history. I like looking at ah, lot of
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courses, and part of that is consuming
like consistently documentaries. I wish
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there were more of them. I wish there
were more than 10. And as I just
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discovered a new one that was brought
up to me by James Carberry Just this
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past weekend, I decided it would be
time to do a full review of 10 that
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have been helpful for me and that I'd
like to share with you and some Some
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might be more interesting to you than
others, but at least you have a list to
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go and check out and add to your watch
list. Some of these are on YouTube.
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Some of these are on Netflix. Some of
these air Justin on video like, so I'm
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not gonna actually give where you can
find them, because those will change
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over time. But Google is your best
friend, so just type in any of these
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titles into Google on where you can
watch it and you'll be able to find it
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wherever it's playing, whether it's
Netflix or YouTube or Vimeo or Amazon
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or wherever this documentary can be
found. So let's go through the top 10
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documentaries, and I have a little
bonus at the end, so hang around till
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the end. So let's go through it. Number
one, the S E o. Movie. This is the one
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I watched this weekend and I just
watched it. James Carberry told me
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about it. I'm surprised because I've
been in S C O for a while and I have
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not hadn't even heard of this one. Um,
though it has all the major players of
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S C O in it, as far as documentaries
goes a little vanilla like the video
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Isn't that great? There's hardly any b
roll it It's like I don't like okay,
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but the content was really good, and it
certainly gave me a better perspective
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of the history of S e O. What's going
on? How the pros look at it as a person
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who practices sc of all the time. It
was kind of fun to see, like a deeper
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do a deep dive on it to kind of see
where it's come from and where it's
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going. It was shot in 2017, so some of
their predictions for the future I've
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actually started coming true. It's been
very interesting. So if you find you're
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doing a lot of Web work in working a
lot with content and writing, blog's
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and writing and web, and you're
thinking somewhat about search engines
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at all, this is helpful for you, even
if you're not involved in digital
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marking. Specifically, this could give
you more context of just what buyers
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air doing in order to find things.
Because search is a big part of all of
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our lives now, Gen Z specifically like
almost being raised by Google as they
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have questions. And instead of going to
their parents, ask, they're just going
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to Google because it's faster and
provides a wealth of information that
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maybe their parents don't even know
quite well, most of it right? So S E. O
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is playing a bigger and bigger role in
our lives. Your buyers lives, for sure,
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and for a lot of us are day to day
marking decisions. Number two is the
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content marketing documentary by the
Content Marketing Institute. Fantastic
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Documentary. Probably one of the best
marketing documentaries ever seen. It's
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super clean. It kind of goes and gives
you a rundown of, like, all the content
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marketing that's happened back plus 100
plus years ago and how it's developed
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and how it's the powerhouse that it is
today. When this documentary came out
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of his revolutionary. Now it's like
everybody knows content marketing is a
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big part of the game. But if you want
more context of what that whole world
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looks like and how where it's come from
Great documentary Number three This
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documentary is called Josiah Wedgwood
The Genius. This was something I've
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watched again recently over the last
couple of weeks, and it's for free on
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YouTube. It is a fantastic documentary
on the guy who essentially invented
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modern marketing. This is Bree, just
just as the Industrial Revolution is
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kicking off when markets or even
started to take shape or mass markets.
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More specifically, when marketing
starts to move from you yelling at a
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street corner, the goods that you're
selling to actually developing a
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product for a specific group of people
and then trying to get it to it and get
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it in front of them and make them
interested in it in different ways.
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Josiah Wedgwood is really the one who
is probably the most references, the
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father of of marketing as we know it
today if you want to get a little bit
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more of his backstory, this documentary
is fantastic. I love context. I'd like
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to see where ideas originate from, and
he's invented a lot of them. Number
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four terms and conditions may apply is
the name of the documentary, and it
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really has to do with all the legal
copy that were clicking and signing our
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life away. When we click, accept terms
and conditions, you've probably seen it
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a few. Why I like the documentary is it
kind of gives me an understanding of,
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like where people are thinking as faras
privacy is concerned, what tech
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companies and big companies they're
getting away with in terms of
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conditions and just the overall
sentiment that it's leaving for people.
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And I think it's important for
marketers to know this one more than
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even tech companies is because
marketers were often playing in these
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like shades of gray, especially as
people are becoming more and more
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concerned about privacy. And we have
more laws being passed, um, demanding
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mawr control over their own data. And
marketers were the ones collecting and
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using the this kind of data over and
over and over again. So if you wanna
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get kind of like, ah, bigger
perspective of that whole world is far
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as privacy and data and, um, the
legalities behind it, terms and
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condition is kind of in that realm. And
I think it's a helpful documentary for
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that because you're gonna have to make
a lot of choices over the next 10 years.
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Assed faras what? How you collect data,
what you do with data and how you have
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to weigh the public sentiment with that.
So the fifth documentary is called The
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Social Dilemma. This is a new one that
hit Netflix lad this last fall. I
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actually don't have a Netflix account.
I signed up for a 30 day trial again.
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Just tow watch this documentary and oh
my goodness, it was so well put
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together and everything in it, as far
as I know is true. You know,
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documentaries could be, you know, a
little slanted sometimes. But if you're
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like me and you're into digital
marketing, where you're using
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algorithms, your you're playing the
game, you're trying to optimize and use
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contextual marketing a lot. Like you'll
see a lot of the trends that have been
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playing out. Like a lot of this stuff
hasn't been new to marketing for a long
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time for years now, but it's only just
becoming like being made aware to the
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public just recently with documentaries
like this and what the documentary is
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about is about how social media and
algorithms are essentially manipulating
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ah, whole society into taking actions,
whether for to get people addicted to
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social APS or to help them buy certain
things right. And that's where we come
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in his marketers. This documentary is
important because we need to really
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review what we're doing and why we're
doing it, because we're starting to
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step into an era, as you could tell,
with just the news and all the
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craziness happening out in the world
right now, where people are being
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manipulated to some degree based on
these APS, which is why the text fear
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is so big, so prominent so important
right now as everything unfolds and
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marketers play. A big part of that is
we're providing the economic engine
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behind. Ah, lot of the decisions tech
companies, air making to make sure both
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the users and the buyers that ad buyers
like us are happy. There weren't any
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specific marketing tactics I got out of
it, other than just kind of informing
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myself on, like how people are being
informed about what essentially we're
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doing and we've been doing for a long
time. We're marketers are almost like,
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kind of like the guys behind the
curtain pulling the levers right, like
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in the Wizard of Oz, and people are
becoming aware of it. Not that we're
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doing it in a bad way because we're
trying to sell and get attention for
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good products. Hopefully, that can
actually improve their lives, so
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there's nothing wrong with that. But it
is creating kind of a system that we're
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bad things can happen on it as well. So
it's gonna be aware of that.
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Documentary Number six is press pause
play. This one came out almost 10 years
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ago, was Seth Goat and being kind of
like the main voice behind it. I loved
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this documentary when it came out, and
I just kind of watched kind of the
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intro of it again. As I was reviewing
this list and a man, it is. I think
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it's just a relevant as it was back
then. We're in a world where everybody
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has the ability to get out in front of
people, were no longer in a world where
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you have to go to quote unquote the man,
Um, in order to get your book published,
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your music out there or whatever it is
you need to get to, Which is why we're
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seeing all these huge B two C companies
now coming to fruition, right? All
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these huge companies like Casper just
going direct to Consumer. They don't
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have to go through Macy's or slumber
land or anything to peddle the mattress
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anymore, right? They could just sell it
directly to the consumer online, And
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that's gonna play out in B two B as
well. Like if you want to sell software,
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you don't have to go through retailers.
You don't have to go through other big
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players in order to get to the your
exact buyer. You know, there's so many
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ways to get to them now. It is no
longer about us having to win favor
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with a certain platform. We all now
have the ability to go to whoever we
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want. So this whole idea is playing out
across the web. And it has been playing
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out for the last 10 years. And it's
only going to become mawr prevalent as
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people have easier have better tools to
get out there in front of people. The
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seventh one is vlog, you men tary.
Vlogging has become a huge thing, and
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it is driving a lot of business. Funny
thing is, it's not driving a lot of
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business for me to be, but I expect
that it will be, as I think, thought
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leaders and influencers in the business
space are going to be ones developing
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Mawr Blawg style kind of content. And
it's not like you're gonna be taken
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around in their lifestyle vlog. You
know where they're on boats and stuff
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like you kind of see with blogging
right now, but they're going to take
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you through their journey as they go
through their worlds, and it's gonna be
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done in a more intimate in a more
personal way. This is my prediction,
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and those people are going to command
influence because they're gonna be
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transparent through their ups and downs,
and people are gonna be watching them
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as they go through it. Gary V is
probably the leader, and that's because
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he's already doing it. But other people
are coming to start join that as well
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you got. Remember, Gary V is not like a
zoo. Much a B two c place. He is a B
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two b play. He's talking to marketers.
He's talking to aspiring entrepreneurs.
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He's talking to people about business
primarily. So I think we're going to
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see a lot more of that play out.
Watching vlog you men tary is that
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gives you context for how blogging has
evolved and where it's come from what
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bloggers are currently doing. Um, it's
fantastic documentary that YouTube
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actually put together a couple of years
ago. Number eight is the marketing of
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Cool. You probably never heard of this
because it's not actually labeled as a
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documentary. It is. Actually, it was a
lynda dot com course, now a Lincoln
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Learning course, and it's a short
course done by a youtuber, but it's
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fantastic and it feels like a
documentary, even though it's broken
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into multiple segments. It's not like a
talking head video. It's very engaging
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and talks about the die Qadri Um, that
is cool. And how to make a brand
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specifically cool on what is cool. And
how do people determine what is cool?
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So he goes, this youtuber goes on a
journey and interviewing different
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people and tries to unpack like the
common sentiment of what is cool. It
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was really a thought provoking. Geese
are highly recommend it. It's it's
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short. It's very interesting and
engaging. You'll see his editing styles
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kind of fun, so highly recommend that
video. It's actually, of course, Number
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nine is the history of video editing.
As you know, video editing is becoming
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a bigger and bigger part of marketing,
right? We're using video more and more
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in our marketing plans and honestly,
for me to be able to not only make
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videos myself but be able to
communicate directly to someone who
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edits video. I needed to get more
context about the history of where the
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mediums come from and some of the
language and vocabulary around it, so I
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can actually speak with authority to
video editors. I'm trying to get them
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to edit the way I wanted to or to
understand them, at least when they're
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making suggestions. The best way to get
context for that is to kind of go back
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in the history of video editing. So
this is actually another course. It was
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on Linda. Now it's on LinkedIn learning,
um, that I've watched that I found to
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be very helpful. It's actually cut by
someone who's a professional editor and
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a good storyteller, and she does a
great job of walking you through. It's
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a hole course, but again it's cut. More
like this is probably somewhere between
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a documentary and, of course, but it's
a very fascinating course on the
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history of it, so that you can have
more insight into how videos working,
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why editing so important, which is
becoming a bigger and bigger parks. You
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don't want just a solo episode of
someone just talking kind of like me
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right now, But podcasting is a
different medium. The video right? So
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that is the ninth one. The 10th and
last one is the documentary called
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Helvetica, which is yes, just about the
single font If you're a design nerd,
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you've probably already seen this
documentary. But if you're a marketer
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who wants to understand the vocabulary
and the decision and the thinking just
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that goes into graphic design, this is
a great documentary. If you've ever
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wondered why designers are so crazy
about some of the details, this
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documentary will help you understand,
or at least give you some of the
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context for why they're so crazy about
the details. I also find I came out of
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designed like my first. My career got
started in graphic design, so I've
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watched it for that reason. But I find
that a lot of marketers would do well
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to understand the design world a little
bit better, since they have to work
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with designers quite a bit. So those
are the 10 documentaries and why I
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would recommend them as a bonus. I did
as I was searching through this, I did
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find two movies that I also found would
be very helpful to watch if you watch
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it through the lens of not just being
entertained. But what marketing lessons
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can we hole from this video as you're
watching it? So let's dive into those
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videos. The first one is the social
network Now. Whether it's super
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accurate on the life of Mark Zuckerberg
or not is a different question. But
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what's really fascinating about this
movie from a marketing perspective, is
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how sass and tech companies
specifically think about growth, and
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that is in the area of growth hacking.
If you're a pro growth hacker and
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you're well into it, then this isn't
relevant to you. But for everybody else
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who is listening to this that hasn't
thought about how technology plays
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critical roles in growth and how you
can structure things in such a way that
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they growth by themselves. Like this
movie should be like required for you
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to watch, because this is a big part of
marketing now. It's no longer about
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direct marketing. It's no longer just
about endorsements and just the five PS
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of marketing and all that kind of stuff
you have in 2020 and beyond. You have
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to start thinking about growth, hacking
and growth practices in order to become
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successful. How can you leverage
technology? How can you create viral
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loops? How can you do these kinds of
things and some of the things that
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you're starting to get a picture of
within a narrative of the social
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network is they talk about how to grow
linked in you know who's the right
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people do invite first so that it can
spread and spread and spread by itself.
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Without you having to crank the
marketing engine so hard, How could you
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make viral products? So that's a bonus
as a number 11 right here, And the
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second movie that I want to recommend
is the founder with about Ray Crock and
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the story of McDonald's. You will hate
Ray Crock by the end, but gosh, dang it,
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you will learn a lot about business and
marketing. As Ray Crock figures out
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that it's not enough just to have a
remarkable business. You have to get it
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in structure in such a way so that it
can grow exponentially like McDonald's
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did. If you look at it with a marketing
lens, you could learn a lot about how
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important product is and how important
markets are. Real estate locations,
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like all that kind of stuff. Look at it
with a marketing lens and you'll find
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you'll pull out a lot of little nuggets
out of the founder beyond some of the
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best nuggets arm or around businesses
and systems. Like If you read the e
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meth and you understand like the system
of the business is just as important as
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the product you're delivering, it
actually is the product you're
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delivering, as McDonald Brothers
discovered. So there's a lot to be
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learned there as far as business is
concerned. But there's certainly a lot
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of nuggets you could get in just
marketing alone. So there you have a 10
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documentaries to movies, and I hope you
enjoy kind of sprinkling these into
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your Netflix binging so you can be
entertained but also educated as well.
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The watching These will make you a
better marketer. If you liked this
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episode, it means the world to us to
give a rating to the show. If you want,
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leave a review as well. But if you
could just even just go into your phone
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app and just tap that five star rating,
it just two seconds. Just go and do it
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right now as you're listening or as
you're done driving wherever you're at,
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it means the world to us. It really
helps our show. And if you liked this
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episode That would mean the world to me
if you could go and tap on that five
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star. And if you like to see more
episodes like this where I'm covering a
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list of inspiration of places where you
could go to get better as a marketer
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let me know at Lincoln dot com slash
high end slash digital marketing. Dan,
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connect with me. Send me a message. I
love talking to all of you on LinkedIn.
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One of the things we've learned about
podcast audience growth is that word of
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mouth works. It works really, really
well, actually. So if you love this
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show, it would be awesome if you texted
a friend to tell them about it. And if
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you send me a text with a screenshot of
the text you sent to your friend Meta I
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know I'll send you a copy of my book
content based networking. How to
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instantly connect with anyone you want
to know. My cell phone number is
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4074903328 Happy texting