Sept. 22, 2019

#BehindTheCurtain 3: There’s No Perfect Content. Just Post It.

In this episode of the #BehindTheCurtain Series,  &  share conversations and thoughts on what is making us tick here at Sweet Fish Media. Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week...

In this episode of the #BehindTheCurtain Series, James & Logan share conversations and thoughts on what is making us tick here at Sweet Fish Media.


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Transcript
WEBVTT 1 00:00:00.120 --> 00:00:04.519 Want to expand the reach of your content, start a podcast, feature industry 2 00:00:04.519 --> 00:00:08.910 experts on your show and leverage the influence and reach of your guests to grow 3 00:00:08.990 --> 00:00:18.670 your brand. Learn more at sweetfish MEDIACOM. You're listening to be tob growth, 4 00:00:19.109 --> 00:00:23.500 a daily podcast for B TOB leaders. We've interviewed names you've probably heard 5 00:00:23.500 --> 00:00:27.379 before, like Gary Vander truck and Simon Senek, but you've probably never heard 6 00:00:27.460 --> 00:00:31.699 from the majority of our guests. That's because the bulk of our interviews aren't 7 00:00:31.739 --> 00:00:36.289 with professional speakers and authors. Most of our guests are in the trenches leading 8 00:00:36.329 --> 00:00:41.170 sales and marketing teams. They're implementing strategy, they're experimenting with tactics, they're 9 00:00:41.210 --> 00:00:45.729 building the fastest growing BTB companies in the world. My name is James Carberry. 10 00:00:45.810 --> 00:00:49.329 I'm the founder of sweet fish media, a podcast agency for BB brands, 11 00:00:49.490 --> 00:00:52.600 and I'm also one of the cohosts of this show. When we're not 12 00:00:52.719 --> 00:00:56.600 interviewing sales and marketing leaders, you'll hear stories from behind the scenes of our 13 00:00:56.600 --> 00:01:00.560 own business. Will share the ups and downs of our journey as we attempt 14 00:01:00.600 --> 00:01:04.549 to take over the world. Just getting well, maybe let's get into the 15 00:01:04.629 --> 00:01:14.230 show. Welcome back to be tob growth. I'm Logan lyles with sweet fish 16 00:01:14.269 --> 00:01:18.269 media. I'm joined by my good buddy James carberry here at sweet fish. 17 00:01:18.469 --> 00:01:22.180 This is another episode in our behind the curtain series. James, how you 18 00:01:22.219 --> 00:01:25.859 doing today, man, I am I'm awesome. Man. So just got 19 00:01:25.900 --> 00:01:30.099 back from inbound yesterday. Late last night, was actually on a flight with 20 00:01:30.700 --> 00:01:36.890 Jennifer Gardner, one of the speakers and obviously, you know, wildly famous 21 00:01:36.930 --> 00:01:42.890 actress, but saw her at wallburger. She ordered like right behind me at 22 00:01:42.010 --> 00:01:46.170 Wallburger, so it was like posting about it on Instagram was like, oh 23 00:01:46.170 --> 00:01:49.079 my gosh, Jennifer Garner's eating wallburger right in front of me. And then 24 00:01:49.120 --> 00:01:52.200 I go back to my gay and she getting on my flight. I was 25 00:01:52.239 --> 00:01:53.439 like, oh my gosh, she's sitting eight rose in front of me on 26 00:01:53.519 --> 00:01:57.280 my flight back to Orlando. Was Awesome. So yeah, I'm still riding 27 00:01:57.319 --> 00:02:02.030 the high of my almost Jennifer Gardner experience because I didn't quite have the guts 28 00:02:02.069 --> 00:02:05.549 to go up and talk to her. I was going to say you're almost 29 00:02:05.549 --> 00:02:08.509 encounter. You've been doing a lot of traveling, so that's somewhat of a 30 00:02:08.550 --> 00:02:14.710 highlight. At least. Awesome man. Well, speaking of your trip to 31 00:02:14.830 --> 00:02:19.419 inbound, you and I were talking a little bit offline during Guy Tano's presentation 32 00:02:19.460 --> 00:02:23.180 at inbound. In one of the sessions there was a question pose and a 33 00:02:23.219 --> 00:02:30.050 little bit of discussion on quantity of content for people who aren't themselves a media 34 00:02:30.129 --> 00:02:35.009 company. For you, whether you're assass company, a Tech Company, a 35 00:02:35.370 --> 00:02:39.409 services company, an agency, what is the role of quality and quantity in 36 00:02:39.449 --> 00:02:43.449 the amount of content that you put out? So doing give folks a little 37 00:02:43.449 --> 00:02:46.000 bit of context into the discussion there and then we can dive into the so 38 00:02:46.360 --> 00:02:52.520 so we were there filming Guy Tano's session. He's a tonto's a cohost of 39 00:02:52.560 --> 00:02:58.319 BB growth and we had a chance to go up to Boston to record his 40 00:02:58.400 --> 00:03:02.550 session and at the end of his session he was taking questions from folks in 41 00:03:02.550 --> 00:03:07.509 the crowd and and somebody asked. They said, you know, hey, 42 00:03:07.550 --> 00:03:13.020 Guytana, you've just shared this awesome case study on how you guys grew sales 43 00:03:13.020 --> 00:03:16.699 hacker by four hundred and twenty six percent and led to the company getting acquired. 44 00:03:16.860 --> 00:03:21.780 But you guys are a media company, so you kind of have an 45 00:03:21.900 --> 00:03:25.259 excuse to produce all this content that ended up driving all this traffic. You 46 00:03:25.340 --> 00:03:30.610 know, we're just a B TOB SASS company. If we produce that much 47 00:03:30.729 --> 00:03:35.090 content, you know, wouldn't our customers? Wouldn't our you know, prospects 48 00:03:35.330 --> 00:03:38.849 just be like Whoa, hold on, like this is way too much content. 49 00:03:38.050 --> 00:03:42.280 You can't do this. So it's basically saying because you're a media company, 50 00:03:42.360 --> 00:03:46.080 you have permission to create a lot of content, and I just fundamentally 51 00:03:46.120 --> 00:03:50.439 disagree with that statement. Not I don't know if this guy actually believe that. 52 00:03:51.000 --> 00:03:54.039 It came across as though he was kind of setting Guy Tano up to 53 00:03:54.560 --> 00:03:58.789 to make a point that I hear Gary v talk about a lot, which 54 00:03:58.830 --> 00:04:03.349 is, regardless of what industry you're in, whether you're selling insurance or you 55 00:04:03.830 --> 00:04:10.020 are a plumber or you are selling be Tob Sass, you should think of 56 00:04:10.139 --> 00:04:16.100 yourselves as a media company first and whatever you do second. So we're trying 57 00:04:16.139 --> 00:04:19.459 to do this with this show, with BB growth. We we have a 58 00:04:19.540 --> 00:04:25.009 series on the show called why podcasts work. But Ninety five percent of our 59 00:04:25.089 --> 00:04:28.649 content, pably, ninety eight percent of our content. Honestly, it has 60 00:04:28.850 --> 00:04:31.850 nothing to do with Beb podcasting, which is our business and what we sell. 61 00:04:32.370 --> 00:04:36.850 It has to do with like growth and marketing and things that are buyers 62 00:04:36.889 --> 00:04:42.439 are interested in. And so yes, we have media in our title, 63 00:04:42.600 --> 00:04:45.319 but we're, you know, for the longest time, up until we've started 64 00:04:45.360 --> 00:04:49.279 doing these collective shows and truly are becoming a media company, owning the content 65 00:04:49.319 --> 00:04:54.149 ourselves, we were a service provider, but we were acting like a media 66 00:04:54.230 --> 00:04:58.149 company. We named our show beb growth, not the BEB podcasting show or 67 00:04:58.230 --> 00:05:02.870 not the sweet fish show, because we want to provide tangible value to the 68 00:05:02.990 --> 00:05:08.060 people consuming this content. And I think when you, if you are a 69 00:05:08.139 --> 00:05:14.300 SASS company listening to this, think about what what type of content is valuable 70 00:05:14.459 --> 00:05:16.699 to your buyer person are you selling to attorneys? Are you selling to small 71 00:05:16.699 --> 00:05:23.449 business owners? Are you selling to doctors? Really dissect that buyer persona and 72 00:05:23.649 --> 00:05:29.810 become a media company that serves that specific persona. And when you do that, 73 00:05:30.050 --> 00:05:32.689 I don't think you can create too much content. I know a lot 74 00:05:32.730 --> 00:05:35.839 of people push back on that and say, oh no, you're going to 75 00:05:35.920 --> 00:05:41.879 sacrifice quality when you put out volume, but I just don't think that's the 76 00:05:41.959 --> 00:05:46.079 case. I think there are lots of proven frameworks out there, like what 77 00:05:46.199 --> 00:05:48.959 we're doing with content based networking, where you can just interview your ideal buyers 78 00:05:49.000 --> 00:05:54.310 about their challenges, the things they're learning, how they're growing, and just 79 00:05:54.509 --> 00:05:58.389 like this show is super valuable to a lot of marketers because we interview marketers 80 00:05:58.430 --> 00:06:01.589 every day talking B tob marketers, talking about how they're learning, what they're 81 00:06:01.589 --> 00:06:04.420 growing, what they're experimenting with. In the same way, that can work 82 00:06:04.620 --> 00:06:10.060 across any industry, and so we're seeing that play out with, you know, 83 00:06:10.139 --> 00:06:14.300 the industry and manufacturing podcasts. The BB sales showed the cybersecurity podcasts that 84 00:06:14.339 --> 00:06:17.689 we're about to launch. Craft and culture like this doesn't just work in our 85 00:06:17.810 --> 00:06:23.009 space, it works across the board and but I think it takes a fundamental 86 00:06:23.689 --> 00:06:28.970 shift in your mindset to say we no longer are assass company. First we 87 00:06:29.089 --> 00:06:34.040 are a media company. First we put out incredible content that serves our audience. 88 00:06:34.759 --> 00:06:39.040 Then we're as SASS company, and it's that something, obviously something that 89 00:06:39.120 --> 00:06:42.199 I didn't come up with myself. That something Gary v Preaches all the time, 90 00:06:42.560 --> 00:06:46.920 but I think that mindset is what's allowed us to do content the way 91 00:06:46.040 --> 00:06:49.589 that we do it here at sweet fish and see the results that we're seeing 92 00:06:49.629 --> 00:06:53.350 because of it. Yeah, absolutely, Man. There are two things that 93 00:06:53.589 --> 00:06:57.189 I think of and what you were just saying. They both come from stuff 94 00:06:57.189 --> 00:07:00.750 that I've heard from Gary V or recently. One is, you know, 95 00:07:00.029 --> 00:07:06.420 volume helps you iterate on the quality that much faster. Right, if you're 96 00:07:06.620 --> 00:07:11.259 only you know, kind of we're ringing our hands and we're thinking about what. 97 00:07:11.339 --> 00:07:13.259 We're going to launch a podcast, it's got to be perfect, or 98 00:07:13.300 --> 00:07:15.170 we're doing a video series, it's just got to be perfect, then who 99 00:07:15.329 --> 00:07:18.290 is determining what's quality? In that scenario? It's you and your team, 100 00:07:18.290 --> 00:07:21.850 because that's only place that you have to give feedback on because you're spending so 101 00:07:23.050 --> 00:07:26.649 much time debating over the quality. And so it's only subjective. And so 102 00:07:26.730 --> 00:07:30.240 what I hear Gary Talking about a lot is listening to the market. Well, 103 00:07:30.240 --> 00:07:32.800 you can't listen to the market and hear what they say. I'm this 104 00:07:33.000 --> 00:07:36.800 is quality to me unless you're putting out quantity. And so if you do 105 00:07:36.959 --> 00:07:42.360 it right, obviously there's ways to do quantity with without quality, and that's 106 00:07:42.399 --> 00:07:45.269 not what we're saying to do. But if you do quantity, then you 107 00:07:45.389 --> 00:07:48.949 can have that feedback loop to increase the quality and not just increase you know 108 00:07:49.069 --> 00:07:55.949 quality subjectively. That's going to win you advertising awards or marketing accolades or a 109 00:07:56.110 --> 00:08:00.139 pat on the back from from your internal creative team, but a pat on 110 00:08:00.220 --> 00:08:03.300 the back from your customer saying Hey, we want more of that, and 111 00:08:03.420 --> 00:08:07.100 now you can go in that direction and follow the market. The other thing 112 00:08:07.139 --> 00:08:09.980 I'm thinking about is I was listening, I think it was, one of 113 00:08:09.060 --> 00:08:15.129 the episodes on the Gary v Audio experience where it's inside the Ford s sessions, 114 00:08:15.170 --> 00:08:18.129 and I absolutely love those episodes, man, because the Qa that he 115 00:08:18.329 --> 00:08:22.810 gives are usually where the tactical advice comes right, because if you listen to 116 00:08:22.850 --> 00:08:26.970 someone who puts out as much content as Gary, you know what his five 117 00:08:26.050 --> 00:08:30.639 big ideas are. Those sorts of things that these ups and yeah, I 118 00:08:30.800 --> 00:08:33.639 think it was. I might be getting the specifics wrong, but I think 119 00:08:33.720 --> 00:08:37.799 you can still get the idea here. I think it was a local attorney 120 00:08:39.080 --> 00:08:43.230 and they realize that, hey, if we build relationships with first responders, 121 00:08:43.269 --> 00:08:48.870 firefighters, paramedics, those sorts of folks, then we can will get the 122 00:08:48.950 --> 00:08:54.149 referral business of the folks that we're trying to reach in our local law practice 123 00:08:54.470 --> 00:08:58.899 and this idea of being a media company doesn't have to be do more podcast 124 00:08:58.899 --> 00:09:01.460 episodes or do more blog posts, like think outside the box, and Gary 125 00:09:01.580 --> 00:09:05.259 was like, well, I bet the firefighters have an annual like softball league. 126 00:09:05.539 --> 00:09:09.779 What if you became the one who filmed that and like put it on 127 00:09:09.940 --> 00:09:15.090 facebook live and became the sponsor of that event and, more created something like 128 00:09:15.210 --> 00:09:18.929 the Thanksgiving Day football game, right, firefighters versus police officers. So as 129 00:09:20.129 --> 00:09:24.120 I love to your point there, don't necessarily think about media in just the 130 00:09:24.240 --> 00:09:28.600 traditional sense of, you know, the podcast or blog post, or think 131 00:09:28.679 --> 00:09:33.200 outside the box, like creating your own event and then doing media around that 132 00:09:33.320 --> 00:09:37.120 event that you create. I thought that was brilliant when I heard it. 133 00:09:37.559 --> 00:09:41.509 Yeah, absolutely, just go to where they are, think of you know, 134 00:09:41.669 --> 00:09:45.029 and it comes to understanding your buyers, not just in why did they 135 00:09:45.110 --> 00:09:46.669 buy our product and service, but what does their day look like? What 136 00:09:48.190 --> 00:09:50.750 traditions do they have? What are some of the things that where you could 137 00:09:50.950 --> 00:09:54.980 put yourself into their world or where you could, you know, put yourself 138 00:09:56.019 --> 00:10:00.299 into your into their world and host the party, as Gary be talks about, 139 00:10:00.460 --> 00:10:03.620 like put yourself in their world, host the party, and now you 140 00:10:03.740 --> 00:10:07.330 have people coming to you and you build those relationships and you create content that 141 00:10:07.450 --> 00:10:11.250 they actually care about that has nothing to do with your your product or service, 142 00:10:11.370 --> 00:10:15.649 and so I think being a media company can mean a lot more things 143 00:10:15.690 --> 00:10:20.090 than what people initially think on it. Yeah, totally as much as Gary 144 00:10:20.129 --> 00:10:22.879 says that. I'm sure there are folks listening to this that don't consume nearly 145 00:10:22.960 --> 00:10:26.360 as much gary as you and I do, and so I just wanted to 146 00:10:26.399 --> 00:10:31.600 take this opportunity to use our platform to beat this over people's heads that you 147 00:10:31.919 --> 00:10:37.309 are not whatever you think you do. If you want to be effective in 148 00:10:37.389 --> 00:10:41.870 marketing in a two thousand and nineteen environment, you are a media company first, 149 00:10:41.750 --> 00:10:46.669 then you are whatever it is that you do, and I think that 150 00:10:46.990 --> 00:10:50.299 shift in your mindset is going to unlock a lot, a lot of really 151 00:10:50.340 --> 00:10:54.659 good things. Absolutely, Man, I think this has been a great conversation. 152 00:10:54.899 --> 00:11:00.179 I love those, those specific examples and, like we said, it 153 00:11:00.340 --> 00:11:03.539 doesn't matter if you're, I think I heard Gary say, I don't care 154 00:11:03.539 --> 00:11:05.169 if you're A, you know, seventy five year old attorney. You should 155 00:11:05.169 --> 00:11:11.889 be experimenting with Tick Tock Right now. Think outside of the box and hopefully 156 00:11:11.889 --> 00:11:16.570 this is given folks a few ways to potentially do that and go from there. 157 00:11:16.690 --> 00:11:20.840 So, James and I would love for folks to connect with us. 158 00:11:20.840 --> 00:11:24.559 Obviously we're very active on Linkedin. You can look us up there. We're 159 00:11:24.600 --> 00:11:28.080 also have been trying to up our game on instagram lately, especially if you 160 00:11:28.240 --> 00:11:33.149 like these episodes where we're sharing a little bit more behind the curtain here at 161 00:11:33.190 --> 00:11:35.549 sweetfish, what we're doing, how we're building our company, what we're thinking 162 00:11:35.590 --> 00:11:39.669 about for for us and with the marketers that we're talking to on a regular 163 00:11:39.710 --> 00:11:43.669 basis. Check us out, give us a follow there. James is simply 164 00:11:43.710 --> 00:11:48.259 at James Carberry. On instagram, I'm at I am Logan Lyles. That's 165 00:11:48.259 --> 00:11:52.139 the only social media platform I'm not at Logan Lyles and it's really bugging me. 166 00:11:52.659 --> 00:11:56.539 But anyway, that's where you can find us. James. Thanks so 167 00:11:56.620 --> 00:12:00.740 much, man. I appreciate you unpack in this conversation that that you heard 168 00:12:00.820 --> 00:12:07.529 take place at endowing excited for the next one. We totally get it. 169 00:12:07.929 --> 00:12:11.529 We publish a ton of content on this podcast and it can be a lot 170 00:12:11.690 --> 00:12:15.450 to keep up with. That's why we've started the BTB growth big three, 171 00:12:15.879 --> 00:12:20.399 a no fluff email that boils down our three biggest takeaways from an entire week 172 00:12:20.440 --> 00:12:26.120 of episodes. Sign up today at Sweet Phish mediacom big three, that sweet 173 00:12:26.120 --> 00:12:28.960 phish Mediacom Big Three