#CBN 15: How an Interview-Based YouTube Show Opened Doors for an Emerging Brand w/ Aaron Lichtig

WEBVTT 1 00:00:05.960 --> 00:00:09.109 Welcome back to be to be growth. I'm looking lyles with sweet fish media. 2 00:00:09.310 --> 00:00:13.189 I'm joined today by Aaron Lichtig. He's the Vice President of growth marketing 3 00:00:13.269 --> 00:00:16.789 at zometry. He's also the host of okay zoomer. We're going to be 4 00:00:16.870 --> 00:00:22.059 talking about zometries move into starting a youtube channel today, that show that I 5 00:00:22.179 --> 00:00:24.980 just mentioned. But before we do that, Aaron, welcome to the show. 6 00:00:25.019 --> 00:00:28.019 How's it going today? It's going well, Loogan, thanks for having 7 00:00:28.059 --> 00:00:30.899 me here. It's an honor to have a chance to chat with you today. 8 00:00:31.300 --> 00:00:35.179 I'm awesome man. So, before we get into your learnings from launching 9 00:00:35.219 --> 00:00:40.530 a new interview based Youtube Channel and some of the learnings and getting started in 10 00:00:40.530 --> 00:00:43.890 the results that you've seen how you'd use that content, give us a little 11 00:00:43.890 --> 00:00:48.170 bit of background on yourself and Zometry for some context to the conversation today. 12 00:00:48.729 --> 00:00:52.479 Sure. Well, I look after the growth and acquisition marketing team here at 13 00:00:52.520 --> 00:00:57.320 Zometry and our role is to grow the business, bring more people in, 14 00:00:57.520 --> 00:01:00.960 make them aware of what we do and then help them become a customer. 15 00:01:00.079 --> 00:01:06.390 That that's really what it all comes down to. And zometry is a custom 16 00:01:06.629 --> 00:01:11.189 manufacturing network. It's an on demand manufacturing network. Platform. It's the largest 17 00:01:11.269 --> 00:01:19.180 one in the US and what that means is we make custom parts for engineers, 18 00:01:19.340 --> 00:01:23.939 designers, entrepreneurs and others who need them. So what you do you 19 00:01:23.980 --> 00:01:30.980 can upload any D cad file that it's like a file where you can design 20 00:01:30.260 --> 00:01:34.969 something anything, and you can upload that file to our instant quoting engine and, 21 00:01:36.609 --> 00:01:41.730 for most processes, get a quote back within seconds, price lead time, 22 00:01:42.530 --> 00:01:46.730 design for manufacturability feedback and then, if you want to buy it from 23 00:01:46.810 --> 00:01:49.719 us, we will make that part for you and get it to your door, 24 00:01:49.760 --> 00:01:53.480 usually in a matter of a few days. The other thing that makes 25 00:01:53.480 --> 00:02:00.400 us unique is we have a network of over threezero manufacturing facilities here in the 26 00:02:00.510 --> 00:02:06.950 US that are highly vetted and they are able to take work on behalf of 27 00:02:07.069 --> 00:02:13.110 our customers. So we are bringing jobs and work up to all across the 28 00:02:13.189 --> 00:02:16.219 US. We have manufacturing partners in forty six different states. We also do 29 00:02:16.500 --> 00:02:23.860 have some overseas and we are bringing work to them and getting you know, 30 00:02:23.219 --> 00:02:29.939 as a customer, you can get a very great amount of specialization, customization 31 00:02:30.569 --> 00:02:32.610 for the parts that you're getting made. You can have access to some of 32 00:02:32.689 --> 00:02:38.169 the best shops from around the country and around the world and we get those 33 00:02:38.330 --> 00:02:40.610 parts right to your door. We also have a couple of other businesses. 34 00:02:40.969 --> 00:02:46.080 We have a finishing service. We have a section of our site called zometry 35 00:02:46.120 --> 00:02:51.960 supplies where we sell materials and tooling, two shops in our network and other 36 00:02:52.120 --> 00:02:55.080 shops we we were started back the end of two thousand and thirteen, really 37 00:02:55.120 --> 00:02:59.270 got going into two thousand and fourteen, two thousand and fifteen, and we've 38 00:02:59.270 --> 00:03:04.030 been growing very quickly ever since then. Absolutely so it sounds like you've been 39 00:03:04.069 --> 00:03:06.469 doing your job well. As we talked about. You know, you being 40 00:03:06.629 --> 00:03:10.110 responsible for growth over their axometry and one of the things is you and I 41 00:03:10.349 --> 00:03:15.819 met just a week or two ago. I uncovered that you guys recently started 42 00:03:15.860 --> 00:03:20.659 a youtube channel, and I think that's really interesting. Is People have pivoted 43 00:03:20.699 --> 00:03:24.379 this year. Budgets, plans and content calendars kind of went out the window 44 00:03:25.180 --> 00:03:29.810 early in q one. Is Everything kind of changed early on here in two 45 00:03:29.810 --> 00:03:31.889 thousand and twenty, and you guys started a youtube channel. Tell us a 46 00:03:31.930 --> 00:03:36.569 little bit about what prompted that and we'll get into some of the learnings in 47 00:03:36.810 --> 00:03:39.050 getting going, as well as the results and what you guys have seen out 48 00:03:39.050 --> 00:03:44.039 the other side. Sure, so to clarify. We've had a youtube channel 49 00:03:44.080 --> 00:03:49.680 for zometry for some time, for four years now. What we did differently 50 00:03:49.800 --> 00:03:55.389 and what is new is we're doing an interview show called okay zoomer, conversations 51 00:03:55.509 --> 00:04:00.389 with creative engineers and more. Okay zoomer is kind of a play on okay 52 00:04:00.509 --> 00:04:04.789 boomer. I'm more of a zoomer than a than a boomer or a millennial, 53 00:04:04.990 --> 00:04:09.550 but that's kind of why we went in that direction. But also zoom 54 00:04:09.710 --> 00:04:14.580 like that. It's a conversation on zoom which we otherwise wouldn't be having if 55 00:04:14.659 --> 00:04:17.819 everyone, or a large number of people, were not working from home instead 56 00:04:17.819 --> 00:04:24.100 of working from offices. And the reason why we decided to go in this 57 00:04:24.370 --> 00:04:28.970 direction was when we got through that period in a really did did March there, 58 00:04:29.129 --> 00:04:33.129 where a lot of companies were moving to a work from home set up, 59 00:04:33.569 --> 00:04:39.920 what we found was our customers, as well as everybody generally who is 60 00:04:39.959 --> 00:04:44.680 in that situation, was spending a lot more time consuming content, and a 61 00:04:44.879 --> 00:04:47.399 lot of the content that was out there, that we and others were producing, 62 00:04:47.680 --> 00:04:54.430 was about covid and how to manage through Covid, and that's great content 63 00:04:54.670 --> 00:04:57.709 and there was a lot of need for that. But what we fought was 64 00:04:57.829 --> 00:05:02.790 people also wanted to be educated and entertained, not just kind of given, 65 00:05:02.949 --> 00:05:11.500 given content about a specific difficult challenge for our country and the world. So 66 00:05:12.139 --> 00:05:16.060 we got to show off the ground in we're working on it in April and 67 00:05:17.220 --> 00:05:21.610 what we did first that helped us paint the vision of what it could be 68 00:05:23.449 --> 00:05:28.449 was we just tried to get to a minimum viable product of a couple of 69 00:05:28.810 --> 00:05:32.810 episodes to show what it could be like, to get some experience doing it, 70 00:05:33.050 --> 00:05:36.839 and we did a couple of them and we reached out to some folks 71 00:05:36.839 --> 00:05:42.240 that we knew who we thought would be interesting guests. That the whole idea 72 00:05:42.360 --> 00:05:46.879 is to have people on the show who have created the unique things to say 73 00:05:46.920 --> 00:05:55.350 about design or engineering or the future of manufacturing. We've kept that audience pretty 74 00:05:55.389 --> 00:06:00.790 broad and we've had everybody on the show now, from journalists to engineers, 75 00:06:00.990 --> 00:06:05.740 people who are customers, designers and kind of user experience of experts. We've 76 00:06:05.740 --> 00:06:10.420 had some people internally from Zummetry as well. So we've had a pretty broad 77 00:06:10.939 --> 00:06:14.620 kind of audience and so we reached out a couple of those people. We 78 00:06:15.220 --> 00:06:18.290 tried to shoot it on zoom on my machine and got it up, got 79 00:06:18.370 --> 00:06:23.250 it running, we got we have a very talented editor on our team here 80 00:06:23.329 --> 00:06:27.850 who did some great work with the the design at editing and then we got 81 00:06:27.930 --> 00:06:30.730 it out there. So that's that's kind of where it came from and how 82 00:06:30.810 --> 00:06:32.480 we got it up and running. I love it and, as you and 83 00:06:32.560 --> 00:06:35.680 I were talking a little bit offline, are and you mentioned some of your 84 00:06:35.720 --> 00:06:40.879 advice for folks in thinking about that process. Maybe they're on the other side 85 00:06:41.079 --> 00:06:44.720 thinking we should start a podcast or we should start an interview based show for 86 00:06:45.040 --> 00:06:48.670 for Youtube is you can probably get going sooner than you think you can write. 87 00:06:49.149 --> 00:06:54.550 Yeah, I think sometimes folks over think this. We are still a 88 00:06:54.670 --> 00:06:58.709 small company and we have of us a small company mindset. We've done other 89 00:06:58.829 --> 00:07:02.300 things like this in the past where we have tried to do things in audio 90 00:07:02.420 --> 00:07:06.699 and things in video and we elected not to continue then. But we're always 91 00:07:06.939 --> 00:07:13.259 trying different ways in and experimenting with new approaches and this what we try to 92 00:07:13.300 --> 00:07:16.370 do with those overall is just get one out the door and see how it 93 00:07:16.490 --> 00:07:20.970 goes, learn from it and then try to make each successive one better. 94 00:07:21.089 --> 00:07:26.769 And fortunately with this one we've seen some pretty good response to it good engagement 95 00:07:26.810 --> 00:07:31.240 with the videos and we've decided to keep doing it at least through the time 96 00:07:31.360 --> 00:07:38.000 period when we and many others are working from home instead of the office environment. 97 00:07:38.600 --> 00:07:42.120 I love that. I know obviously a lot of our listeners are bb 98 00:07:42.240 --> 00:07:45.870 marketers, but a lot of them work in in Sass companies and so, 99 00:07:46.110 --> 00:07:49.990 while they're not involved in in product, anyone who's who's in Sass or working 100 00:07:50.029 --> 00:07:55.629 for a startup knows the idea of a MVP or a minimum viable product and 101 00:07:55.910 --> 00:07:59.699 I think sometimes we get in our own way thinking that we need perfection with 102 00:07:59.819 --> 00:08:03.420 this new channel or this new type of content that we're going to create. 103 00:08:03.540 --> 00:08:05.939 And what I hear you saying is approach it like the product team does, 104 00:08:07.060 --> 00:08:11.379 very early on as an MVP, and then you get some momentum and you 105 00:08:11.459 --> 00:08:13.970 figure things out and you can improve from there. But if you wait for 106 00:08:13.129 --> 00:08:16.410 perfection, you're never going to be able to test the waters and see if 107 00:08:16.449 --> 00:08:20.290 it makes sense. And you might do that and stop an effort, like 108 00:08:20.370 --> 00:08:22.089 you said before, but you don't give yourself that chance if you don't get 109 00:08:22.129 --> 00:08:26.730 started soon enough. Right. Yeah, and I think during Covid it gave 110 00:08:26.850 --> 00:08:33.000 us a bit even more of a pass to do something that had fairly low 111 00:08:33.200 --> 00:08:37.240 production values. And everyone knows that during that period march a from a, 112 00:08:37.639 --> 00:08:43.710 there weren't a lot of the photo shoots happening, people coming into studios having 113 00:08:43.710 --> 00:08:48.710 access to the best equipment. So I think the audience knows that we're doing 114 00:08:48.950 --> 00:08:54.710 this show from my basement and from other people's homes and offices around around the 115 00:08:54.789 --> 00:08:58.500 country and around the world. So the the bar was lowered a bit there. 116 00:08:58.620 --> 00:09:03.460 I think for the how polished the content needs to be over time. 117 00:09:03.820 --> 00:09:09.539 You can always make it more polished than you can always invest more in it, 118 00:09:09.980 --> 00:09:13.090 but I think especially now, is getting getting a good product out the 119 00:09:13.169 --> 00:09:18.289 door, getting it out there quickly and learning from it is just as important 120 00:09:18.490 --> 00:09:22.169 in marketing as it is and product. Yeah, absolutely, I couldn't agree 121 00:09:22.210 --> 00:09:24.080 more. And I think as we've seen, you know, we've seen Jimmy 122 00:09:24.120 --> 00:09:28.840 Fallon in his living room, we've seen national news anchors in their kitchens, 123 00:09:28.879 --> 00:09:33.279 and not only you know. Has that that Barbin lowered or what we what 124 00:09:33.440 --> 00:09:37.559 we kind of perceive? We're just more accustomed to it. I think, 125 00:09:37.840 --> 00:09:39.789 you know, that will change the way that we approach and the way that 126 00:09:39.870 --> 00:09:45.629 we think about quality and less on kind of the the gloss and and the 127 00:09:45.750 --> 00:09:48.870 Glamor of it and is it delivering valuable content? And I think it gives 128 00:09:48.909 --> 00:09:52.830 us the ability to be able to lean into that, which is something we've 129 00:09:52.860 --> 00:09:56.220 always been passionate about here at sweetfish. The other thing about this process, 130 00:09:56.259 --> 00:10:00.100 Aaron, that I wanted to talk to you a about. You know, 131 00:10:00.259 --> 00:10:03.659 here at sweetfish we're big on the idea of content based networking. You know, 132 00:10:03.700 --> 00:10:05.700 our CEO wrote the book on it. A lot of times we create 133 00:10:07.059 --> 00:10:11.330 content for the people we're trying to reach, whether that's strategic partners in the 134 00:10:11.370 --> 00:10:18.289 industry, customers, referral partners, prospects and creating content with them instead of 135 00:10:18.330 --> 00:10:20.720 just for them, which is what content based networking is all about. Opens 136 00:10:20.879 --> 00:10:26.519 doors that sometimes we're closed and sometimes surprise you when they open, and it 137 00:10:26.600 --> 00:10:31.440 sounds like you guys had a very similar process to getting some open doors by 138 00:10:31.519 --> 00:10:35.909 starting the show and extending some simple invite. Yeah, I haven't heard that 139 00:10:35.070 --> 00:10:39.509 term before, content based networking. I really like it. Kudos to your 140 00:10:39.590 --> 00:10:43.750 CEO and the team on coming up with that. I think at this point 141 00:10:43.830 --> 00:10:50.500 in time most marketers know you to get the word out and grow. You 142 00:10:50.620 --> 00:10:54.779 need to have journalists with a big audience writing about you. You need to 143 00:10:54.820 --> 00:10:58.419 look at who the key influencers are in your space and where you know whether 144 00:10:58.500 --> 00:11:03.330 it's an instagram or youtube influencer or whether it's someone who's producing primarily written content 145 00:11:03.370 --> 00:11:09.250 or podcast. You want to make sure that they know about what you're doing, 146 00:11:09.370 --> 00:11:13.889 are excited about it and that you're you're bringing great stories and great value 147 00:11:15.009 --> 00:11:18.440 and great products to them. I think with with a show like this, 148 00:11:18.799 --> 00:11:24.279 it does give you the opportunity to go out to an influencer or a journalist 149 00:11:24.480 --> 00:11:28.279 or someone who is a customer, or we want to be a customer, 150 00:11:28.759 --> 00:11:33.909 and really offered them something of value that can help them out that is not 151 00:11:33.149 --> 00:11:37.990 simply a sale, or you know right about us and give us some attention. 152 00:11:39.629 --> 00:11:41.950 We've had a lot of people who have been on okay Zuomer who will 153 00:11:41.990 --> 00:11:46.659 be on future episodes, where we've reached out to them in the past about 154 00:11:46.700 --> 00:11:52.019 different things and started to establish a relationship, but it didn't really get off 155 00:11:52.340 --> 00:11:54.899 the ground until we said Hey, you know, we want to talk about 156 00:11:56.019 --> 00:11:58.820 this cool thing that you're doing on our show and we want to get that 157 00:11:58.980 --> 00:12:05.009 out there to our audience. It's not a on the okay zoomer show. 158 00:12:05.529 --> 00:12:09.370 We don't do, you know, talk about how great zometry is or talk 159 00:12:09.450 --> 00:12:13.330 about how you know we're better than competition or anything. We really want people 160 00:12:13.409 --> 00:12:16.759 to tell that your their unique and authentic stories about what they love to do 161 00:12:18.080 --> 00:12:20.720 in engineering, manufacturing, design and why they love to do it and what 162 00:12:20.799 --> 00:12:24.759 they've learned along the way and get we give them the chance to do that. 163 00:12:24.879 --> 00:12:30.190 We give them a chance to promote and talk about the things that interest 164 00:12:30.350 --> 00:12:35.389 them. And you're right this. I like that idea of content base networking, 165 00:12:35.470 --> 00:12:41.830 where you're having these mutual exchanges of interesting ideas and interesting thoughts that end 166 00:12:41.830 --> 00:12:46.220 up being beneficial to both parties. Yeah, absolutely. The way we describe 167 00:12:46.259 --> 00:12:50.659 it is it's a win, win win. It's a win for the host, 168 00:12:50.659 --> 00:12:54.139 it's a win for the guests and it's a win for the audience. 169 00:12:54.220 --> 00:12:58.649 The host gets to create great content that gets associated back with them. The 170 00:12:58.250 --> 00:13:03.450 guest gets to who share about themselves, they get to share about what they've 171 00:13:03.490 --> 00:13:07.409 learned and everyone loves to, I mean frankly talk about themselves, but specifically 172 00:13:07.529 --> 00:13:11.009 loves to teach what what they know and speak on their expertise. So you 173 00:13:11.370 --> 00:13:15.960 you set it up in that way and then the audience still gets great content 174 00:13:16.120 --> 00:13:20.039 and so the host wins with that one to one relationship and the one to 175 00:13:20.159 --> 00:13:24.240 many that we're always trying to do in content marketing anyway. So I love 176 00:13:24.320 --> 00:13:26.149 hearing that, the way that that's played out for you guys here. And 177 00:13:26.470 --> 00:13:31.190 was there anything else that was surprising to you guys, either in getting set 178 00:13:31.230 --> 00:13:35.230 up, getting going or the results that you've seen now that you've been doing 179 00:13:35.350 --> 00:13:39.029 this for a bit? Yeah, I think we've been surprised. We're always 180 00:13:39.070 --> 00:13:43.539 surprised with something when we're trying to produce this thing and shoot it. People 181 00:13:43.620 --> 00:13:48.059 have odd sound set ups, the visuals look odd, there are they're always 182 00:13:48.139 --> 00:13:52.419 some barriers to get over there. So we continue to get better and better 183 00:13:52.460 --> 00:13:58.809 at that. We also we've been surprised by the fact that other channels or 184 00:13:58.889 --> 00:14:03.730 picking some of these up. We've seen publications put them out there and kind 185 00:14:03.769 --> 00:14:05.450 of say hey, this is content that we found and we're going to put 186 00:14:05.450 --> 00:14:11.080 it on this platform, some more like journalistic content, and that's been surprising 187 00:14:11.320 --> 00:14:18.080 and very positive. I think another surprising thing is who responds quickly and who 188 00:14:18.360 --> 00:14:24.309 never responds at all. It does take some time to do good outreach to 189 00:14:24.429 --> 00:14:30.470 guests and if you're looking for a verse and interesting range of guess you have 190 00:14:30.629 --> 00:14:35.750 to reach out to a lot of people and work through their schedules and make 191 00:14:35.789 --> 00:14:39.860 sure you can make the whole setup work for them. We've had some people 192 00:14:39.860 --> 00:14:41.860 that I never thought would respond to responded in a day and we've shot the 193 00:14:41.899 --> 00:14:46.379 episode within kind of a twenty four hour period from when I first sent them 194 00:14:46.379 --> 00:14:48.740 an email. We've got other people who I thought would be an awesome fit 195 00:14:50.019 --> 00:14:52.649 who have, for a variety of reasons, either decided not to do it 196 00:14:52.929 --> 00:14:56.929 or or deprioritized it. So I think you you do have to go broad 197 00:14:58.049 --> 00:15:01.970 with something like this and you are going to have to invest a little bit 198 00:15:01.970 --> 00:15:07.399 of time in the proactive outreach and the set up there. We're also thinking 199 00:15:07.440 --> 00:15:13.159 a lot through should should we have a podcast variant of this in addition to 200 00:15:13.240 --> 00:15:16.600 the zoom kind of variant of it? We ended up going with the video 201 00:15:16.799 --> 00:15:22.190 and the Youtube Angle because we had so many people working from home, so 202 00:15:22.350 --> 00:15:28.029 many people are on zoom all the time and we wanted to have a little 203 00:15:28.070 --> 00:15:33.590 fun with that format and and we generally like video and wanted more video content. 204 00:15:33.230 --> 00:15:37.620 We could also do this kind of thing as a podcast. We could 205 00:15:37.620 --> 00:15:41.100 also do it as part of written content, and you will see coming up 206 00:15:41.779 --> 00:15:48.779 some of the okay sumer videos will be more linked to written content that our 207 00:15:48.860 --> 00:15:54.490 team is also producing. So that's the the kind of multimedia angle we're playing 208 00:15:54.570 --> 00:15:58.009 with a little bit. Podcast I think are wonderful. It's a great format 209 00:15:58.049 --> 00:16:03.559 and interviews well On podcast, but a lot of people are doing podcasts and 210 00:16:04.600 --> 00:16:08.519 we wanted to do something that would stand out a little bit more and and 211 00:16:08.919 --> 00:16:12.559 give us kind of a more visual presence when we were getting it out there 212 00:16:12.799 --> 00:16:18.870 on platforms like Linkedin, facebook and twitter where we distribute the videos. Yeah, 213 00:16:18.909 --> 00:16:22.029 absolutely, I see a lot of that even in our own strategy. 214 00:16:22.149 --> 00:16:27.190 What we've been thinking through a lot two of our primary channels here on at 215 00:16:27.269 --> 00:16:30.230 sweet fish. One is obviously this show that you're listening to right now, 216 00:16:30.350 --> 00:16:33.899 BB growth, which is obviously an audio only podcast. However, Aaron, 217 00:16:33.940 --> 00:16:37.179 you and I are connecting the A zome one. I like having the video 218 00:16:37.299 --> 00:16:41.220 on for the sake of our conversation, but also grabbing that video allows us 219 00:16:41.299 --> 00:16:47.059 to chop it up into twenty, thirty, forty five second bite size videos 220 00:16:47.139 --> 00:16:49.970 that we can use on Linkedin, which is another channel that really serves our 221 00:16:51.049 --> 00:16:55.450 brand very well, and it connects that that audio only experience to a visual 222 00:16:55.490 --> 00:17:00.769 experience when people are in either active consumption mode or passive mode. We recently 223 00:17:00.929 --> 00:17:06.799 did a breakdown of our thought leadership program that we are implementing here at sweet 224 00:17:06.799 --> 00:17:10.400 fish and a lot of that was about taking one piece, that is your 225 00:17:10.480 --> 00:17:12.440 pillar piece of content, something you're doing on a regular basis. That could 226 00:17:12.440 --> 00:17:15.829 be a podcast, like it is here. It could be a youtube interview 227 00:17:15.829 --> 00:17:19.710 based show like you guys are doing its ometry and making sure that you slice 228 00:17:19.750 --> 00:17:22.910 indise that every different way. Now, not every episode is going to make 229 00:17:22.950 --> 00:17:26.869 sense to turn into a blog post or, you know, to Microvideo, 230 00:17:26.990 --> 00:17:30.900 but it might make, you know, a good slide deck post on Linkedin, 231 00:17:30.980 --> 00:17:33.779 or it might make a good text only post there. There are a 232 00:17:33.819 --> 00:17:37.539 number of different ways. So having that pillar piece is always the first step. 233 00:17:37.980 --> 00:17:41.619 Then deciding what other channels do we need more content for that. We 234 00:17:41.700 --> 00:17:45.490 don't need to reinvent the wheel. We can take it from our pillar content. 235 00:17:45.930 --> 00:17:48.849 It's just you can't, as Gary v always says, you can't just 236 00:17:48.970 --> 00:17:52.210 shove the same thing through every channel. You need to add context and it 237 00:17:52.329 --> 00:17:56.089 needs to be optimized for that channel. Sounds like you guys are very much 238 00:17:56.089 --> 00:18:00.279 approaching that, starting with a different pillar piece of content. So I love 239 00:18:00.359 --> 00:18:03.279 that. Aaron, as we wrap up today, any other advice or parting 240 00:18:03.319 --> 00:18:07.839 words you want to give to other marketing leaders out there that are thinking about 241 00:18:07.880 --> 00:18:11.950 an interview they show, whether that's youtube or a podcast, or really anything 242 00:18:11.990 --> 00:18:15.670 else that you've learned in the last couple of months going through this process? 243 00:18:15.950 --> 00:18:19.309 Yeah, I mean piece of advice would be if you have ideas for how 244 00:18:19.509 --> 00:18:25.230 you could create content fairly quickly that might be appealing to your audience and have 245 00:18:25.390 --> 00:18:30.500 some value on social go for it and make it happen. Don't I am 246 00:18:30.579 --> 00:18:34.740 not a professional journalist and the the production values on what we're doing are not 247 00:18:34.940 --> 00:18:41.380 high right now, but that has allowed us to move quickly, do things 248 00:18:41.450 --> 00:18:45.529 quickly, talk to more people and and continue to evolved and make things better. 249 00:18:47.210 --> 00:18:49.210 So don't, you know, feel like you have to pay a high 250 00:18:49.250 --> 00:18:53.529 profile journalists to create your content. It also comes across, I think, 251 00:18:53.569 --> 00:18:59.200 as as more authentic when it's coming the content is coming from company employees and 252 00:18:59.440 --> 00:19:03.160 not just outsiders or, you know, things that are shot that are clearly 253 00:19:03.839 --> 00:19:07.079 commercials or, you know, using actors or that kind of thing. I 254 00:19:07.359 --> 00:19:11.029 have a manager years ago when I was working at proctor and gamble who, 255 00:19:11.589 --> 00:19:18.069 at the time, Puff Daddy, was appointed a like the honorary brand manager 256 00:19:18.190 --> 00:19:22.670 of some brand. I believe it was an alcohol brand at the time, 257 00:19:22.829 --> 00:19:26.019 and I remember him saying to us he said, you know what, if 258 00:19:26.059 --> 00:19:29.220 I could get puff daddy to be the brand manager of our brand. I 259 00:19:29.339 --> 00:19:33.539 was working at proctor and gamble and household goods, fabric care, waundry to 260 00:19:33.539 --> 00:19:36.140 churgent so at the time, and he said, you know, I if 261 00:19:36.140 --> 00:19:40.769 I get puffed daddy to work here, I fire all of you and he 262 00:19:41.170 --> 00:19:45.410 you know, because he can be he can be the channel, he can 263 00:19:45.490 --> 00:19:51.210 be the content creator, he can deliver the message. And I think as 264 00:19:51.490 --> 00:19:55.759 marketers we have to think about, you know, even if we're not actors 265 00:19:55.960 --> 00:20:02.920 or voiceover talent, how can we use the the platforms that we have and 266 00:20:03.119 --> 00:20:07.430 how can we be a part of creating content and having it be it's quite 267 00:20:07.470 --> 00:20:12.829 believable. I mean I I love zometry and Zometry is business and what it 268 00:20:12.990 --> 00:20:18.990 does for our customers and our partners and I think when it's coming directly from 269 00:20:18.990 --> 00:20:22.660 somebody who clearly works on brand, likes the brand, people can see it 270 00:20:22.859 --> 00:20:27.740 and it shows. I love that as parting advice. It allows people to 271 00:20:27.819 --> 00:20:32.500 connect with someone in a very authentic way where you're just you're asking questions, 272 00:20:32.539 --> 00:20:36.690 you're learning about the market that you serve along the way. You know to 273 00:20:36.809 --> 00:20:40.730 follow up resources for anybody who's really like this episode. One is our blog 274 00:20:40.809 --> 00:20:45.009 post that we did and episode breaking down our Tim Part Thought Leadership Program Framework 275 00:20:45.690 --> 00:20:51.240 that talks about this idea of pillar content and slicing and dicing it and more 276 00:20:51.720 --> 00:20:55.759 into how you work on disseminating that and pushing it out. Also something that 277 00:20:55.839 --> 00:21:00.079 you just reminded me of Aaron. We did a fantastic episode with John Rougie 278 00:21:00.400 --> 00:21:03.160 back when he was at a company called Skyfy, and he mentioned. Hey, 279 00:21:03.279 --> 00:21:06.309 this was a new space to me, but I started an interview based 280 00:21:06.309 --> 00:21:10.910 podcast. I started interviewing people in this space and it helped me better to 281 00:21:10.950 --> 00:21:12.950 be able to understand them, to write better copy, to think about my 282 00:21:14.150 --> 00:21:18.150 campaigns differently. So there's a learning aspect that happens here. All the while 283 00:21:18.859 --> 00:21:22.099 you're building relationships with your guests and you're serving your audience. It serves you 284 00:21:22.140 --> 00:21:25.900 as a marketer as well, and I hear that and what you're saying and 285 00:21:26.019 --> 00:21:29.220 what John Shared in that previous episode. So we'll share those in the show 286 00:21:29.259 --> 00:21:32.259 notes. Aaron, if anybody listening to this would like to reach out, 287 00:21:32.579 --> 00:21:36.049 stay connected with you or learn more about zometry with the best way for them 288 00:21:36.089 --> 00:21:38.369 to take any next steps there, well, sure, you can always go 289 00:21:38.529 --> 00:21:45.369 to our websites, areycom. That's Xom et Rycom, but you can also 290 00:21:45.450 --> 00:21:52.640 reach out to me at a like Tig. That's all I shtig at Zana 291 00:21:52.680 --> 00:21:59.839 treecom, xo on eturycom, always having a chat and discuss ideas. That's 292 00:21:59.880 --> 00:22:03.470 that's the fun part of this job and Logan. Thank you so much for 293 00:22:03.750 --> 00:22:07.109 having us here today. We really appreciate it absolutely. Man, thank you 294 00:22:07.150 --> 00:22:11.750 so much for being a great guest and for everybody listening. As always, 295 00:22:11.789 --> 00:22:14.470 thank you so much for tuning in and giving us a bit of your time. 296 00:22:14.750 --> 00:22:18.700 Hopefully it was valuable. We really appreciate you. Have a fantastic day. 297 00:22:22.619 --> 00:22:25.740 For the longest time I was asking people to leave a review of BB 298 00:22:25.980 --> 00:22:30.609 growth and apple podcasts, but I realize that was kind of stupid because leaving 299 00:22:30.650 --> 00:22:34.690 a review is way harder than just leaving a simple rating. So I'm changing 300 00:22:34.769 --> 00:22:37.849 my tune a bit. Instead of asking you to leave a review, I'm 301 00:22:37.930 --> 00:22:41.170 just going to ask you to go to baby growth and apple podcasts, scroll 302 00:22:41.329 --> 00:22:45.480 down until you see the ratings and reviews section and just tap the number of 303 00:22:45.559 --> 00:22:49.480 stars you want to give us. No review necessary, super easy and I 304 00:22:49.640 --> 00:22:53.160 promise it will help us out a ton. If you want to copy on 305 00:22:53.240 --> 00:22:56.720 my book content base networking, just shoot me a text after you leave the 306 00:22:56.759 --> 00:23:00.309 rating and I'll send one your way. Text me at four hundred seven for 307 00:23:00.470 --> 00:23:03.829 and I know three and three, two eight