Transcript
WEBVTT 1 00:00:05.839 --> 00:00:09.150 Welcome back to be to be growth. I'm Logan lyles with sweet fish media. 2 00:00:09.310 --> 00:00:13.349 Today I'm joined by Joe Sullivan. He's the cofounder over at Gorilla Seventy 3 00:00:13.429 --> 00:00:15.990 six. Joe, welcome to the show. How's it going today? It's 4 00:00:15.990 --> 00:00:19.149 all good, Logan, good be here. Awesome man. You and I 5 00:00:19.350 --> 00:00:23.739 were having some great conversations over the last few weeks and we're both been thinking 6 00:00:23.780 --> 00:00:28.620 about this idea of how do we create content more efficiently for our customers. 7 00:00:28.699 --> 00:00:30.820 I think there are going to be some things, whether you work for an 8 00:00:30.820 --> 00:00:35.259 agency or you're a brand marketer, that you'll be able to take from this 9 00:00:35.340 --> 00:00:39.530 conversation. We're going to be breaking down this idea of content creation in in 10 00:00:40.049 --> 00:00:44.289 batches up front. But before we get into today's conversation, Joe, give 11 00:00:44.329 --> 00:00:47.770 us a little bit of background for folks who aren't familiar with you, like 12 00:00:47.929 --> 00:00:50.759 myself in the sweet fish team. Are Tell us a little bit about yourself 13 00:00:50.799 --> 00:00:53.679 and what you in the gorilla seventy six team or up to these days? 14 00:00:53.719 --> 00:00:57.439 Yeah, you got it. So, yeah, I'm a cofounder of Gorilla 15 00:00:57.479 --> 00:01:02.320 Seventy six, were we position ourselves as an industrial marketing agency, so we 16 00:01:02.479 --> 00:01:07.549 help essentially midsize manufactures, identify the right types of customers, creed, focus 17 00:01:07.709 --> 00:01:11.950 on them and then figure out how to attract them, engage them and start 18 00:01:12.069 --> 00:01:15.709 real sales conversations with them. So, yeah, we've been in business for, 19 00:01:17.069 --> 00:01:22.260 I guess, about fourteen years as of this coming May. And you 20 00:01:22.420 --> 00:01:26.379 I sort of slowly grown from the the my business partner John and I've founded 21 00:01:26.739 --> 00:01:30.700 business in two thousand and six to team of eighteen as of today. A 22 00:01:30.739 --> 00:01:34.370 couple new new employees just started this morning. So awesome, man, I 23 00:01:34.450 --> 00:01:38.650 don't have to start thinking about that employee count. That's a good thing. 24 00:01:38.849 --> 00:01:42.010 That's yeah, they had no kid. Fourteen years is no small feed. 25 00:01:42.609 --> 00:01:46.090 Absolutely thank you, will Joe. You and I were talking about this the 26 00:01:46.209 --> 00:01:49.079 other day offline. I was sharing some things some of the listeners of the 27 00:01:49.159 --> 00:01:53.239 show might know. You know, traditionally at Sweet Fish we've created podcast for 28 00:01:53.319 --> 00:01:57.120 other brands. We're making this shift now to where we're adding another service where 29 00:01:57.719 --> 00:02:04.230 we create podcasts for a specific functional role or a specific industry. And one 30 00:02:04.269 --> 00:02:07.829 of the big shifts we've been going through, as opposed to kind of our 31 00:02:07.989 --> 00:02:13.550 typical emo of podcast production, of coordinating guest interviews, trying to keep kind 32 00:02:13.550 --> 00:02:15.180 of a backlog of, you know, a month, month and a half 33 00:02:15.219 --> 00:02:19.539 worth of content to stay ahead of it. But it's been very much for 34 00:02:19.620 --> 00:02:23.340 us and the way we produce podcasts just kind of stay a little bit ahead 35 00:02:23.340 --> 00:02:27.379 of it and through several iterations of what we used to call media days, 36 00:02:27.460 --> 00:02:30.729 we now call forty eight hours to industry influence, we are moving towards this 37 00:02:31.050 --> 00:02:37.610 model of a two day immersive session with our customers to create about six months 38 00:02:37.650 --> 00:02:40.689 worth of content. And along the same lines, you guys have been going 39 00:02:40.849 --> 00:02:46.879 through a similar shift to at least test out this idea of doing more of 40 00:02:46.919 --> 00:02:50.719 an intensive batch creation shit of content. Can you tell us a little bit 41 00:02:50.759 --> 00:02:53.960 about some of the thinking that's gone into that and then we'll get into some 42 00:02:53.080 --> 00:02:57.680 of the maybe pros and cons of this as we break it down some yeah, 43 00:02:57.759 --> 00:03:00.789 for sure. So for us, you know that the type of work 44 00:03:00.909 --> 00:03:04.870 we do for our clients and all kind of starts with strategy and figuring out, 45 00:03:04.870 --> 00:03:06.949 you know, how are we going to get this company from Point A 46 00:03:07.110 --> 00:03:12.270 to point B via marketing and a big you know, a big piece of 47 00:03:12.430 --> 00:03:16.939 this is going to be sort of leveraging the expertise and knowledge of the subject 48 00:03:16.939 --> 00:03:21.419 matter experts within these companies. Your we work with midsize manufacturers, so it's 49 00:03:21.419 --> 00:03:25.340 a lot of times it's our team talking to the engineers on our clients team, 50 00:03:25.379 --> 00:03:29.370 who are maybe then that you know, they in turn, are interfacing 51 00:03:29.409 --> 00:03:32.370 regularly with engineers, are technical people and their customers end, and so they're 52 00:03:32.370 --> 00:03:37.610 the ones who, you know, who are constantly in contact with the customer. 53 00:03:37.689 --> 00:03:40.370 They understand their problems and what those people are trying to achieve better than 54 00:03:40.370 --> 00:03:44.840 anybody, and so it's always been a part of our process to try to 55 00:03:44.919 --> 00:03:50.879 leverage that expertise of our client to train into written or video or whatever kind 56 00:03:50.879 --> 00:03:53.039 of content that's going to speak to their audience. And so what we found 57 00:03:53.159 --> 00:03:57.710 is when we start with the new client, there's always this learning period that's 58 00:03:57.789 --> 00:04:00.830 necessary. We have to sort of really understand their customer and what those people 59 00:04:00.830 --> 00:04:04.110 care about in the triggers that lead them into the buying process and the problems 60 00:04:04.150 --> 00:04:08.389 they have and everything, and it's, you know, there's this this learning 61 00:04:08.509 --> 00:04:12.180 period that happens at the beginning of a client relationship and it's just necessary for 62 00:04:12.219 --> 00:04:15.340 us to be able to do the right work and help our clients produce the 63 00:04:15.379 --> 00:04:18.939 right content but it's also not exciting for the client. Right they've gone through 64 00:04:19.019 --> 00:04:23.579 this. They they're hyped up about getting started with this new marketing campaign and 65 00:04:23.660 --> 00:04:26.170 then they have to sit here and go to this learning process and then, 66 00:04:26.610 --> 00:04:30.449 bit by bit, we're going to start interviewing the right subject matter experts on 67 00:04:30.490 --> 00:04:34.889 their teams with our journalists, doing rec research and publishing content incrementally as we 68 00:04:35.009 --> 00:04:40.040 finish it that's going to be used for inbound and outbound purposes. And I 69 00:04:40.120 --> 00:04:43.399 guess what we have found, you know, by doing this for so many 70 00:04:43.439 --> 00:04:47.720 years, is there's always this period where, you know the clients level of 71 00:04:48.079 --> 00:04:51.480 excitement. You know, it peaks like around the time they hire us and 72 00:04:51.519 --> 00:04:55.910 then all of a sudden it dips for a couple months because we're busy at 73 00:04:55.910 --> 00:05:00.230 work learning their business and interviewing their experts and starting to incrementally produce content. 74 00:05:00.310 --> 00:05:02.310 And the reality is that stuff just takes time if you're going to do it 75 00:05:02.430 --> 00:05:05.949 well. So we kind of landed on recently as we said, well, 76 00:05:06.029 --> 00:05:12.100 what if we could condense this process, have a more intensive sort of positioning 77 00:05:12.220 --> 00:05:15.379 and content strategy workshop with the client and then come back a couple weeks later 78 00:05:15.819 --> 00:05:19.180 and get all the right people who, you know, we know what content 79 00:05:19.259 --> 00:05:23.649 needs to get produced. Can Get all the right people booked on the calendar 80 00:05:23.730 --> 00:05:27.850 for the you know, a specific time of day, bringing our journalists or 81 00:05:27.850 --> 00:05:32.490 our writers, bring a videographer with us and just do this intensive knowledge extraction 82 00:05:32.689 --> 00:05:36.079 for a full day, or maybe even more if needed, capture it all, 83 00:05:36.360 --> 00:05:40.639 you know, through these interviews that are now on camera, and now 84 00:05:40.680 --> 00:05:44.759 we've got this sort of Bank of video content, but also these interviews that 85 00:05:44.839 --> 00:05:46.959 can be transcribed, that can be, you know, turned by our writers 86 00:05:47.000 --> 00:05:50.750 into written content. And now we've got that. You know, we're starting 87 00:05:50.829 --> 00:05:56.110 on day one with all this stuff we can use and inbound and outbound and 88 00:05:56.589 --> 00:05:59.629 through paid media campaigns, etc. So that's that's really the idea. I 89 00:06:00.110 --> 00:06:02.269 love it, man. I want to dig into that first topic you mentioned 90 00:06:02.310 --> 00:06:06.540 about, you know, kind of just the way the emotions of that post 91 00:06:06.579 --> 00:06:11.699 sale typically happen. You know it, whether you work for an agency or 92 00:06:11.740 --> 00:06:15.860 a BB Tech Company, it's at the moment of closed one when we're celebrating, 93 00:06:15.300 --> 00:06:18.490 you know, on slack or in the bullpen and ringing the Sales Gong 94 00:06:18.689 --> 00:06:23.329 remotely or in person, whatever the case is, but that is the moment 95 00:06:23.529 --> 00:06:28.490 where your customer has the most potential for buyers remorse because they have just you 96 00:06:28.569 --> 00:06:31.329 know, if they're the decision maker on a BB purchased, whether that's content 97 00:06:31.410 --> 00:06:35.560 marketing service, a new podcast or, you know, a new sales enablement 98 00:06:35.639 --> 00:06:40.079 software, whatever it is, they're saying, Hey, I was the flag 99 00:06:40.199 --> 00:06:44.800 bearer for this decision and said they're most susceptible then to did I make the 100 00:06:44.839 --> 00:06:47.029 right decision? And so if just by the nature of it, like you 101 00:06:47.110 --> 00:06:50.949 said, you guys are doing content planning. In our case, sometimes it's 102 00:06:50.990 --> 00:06:55.269 the launch of a new podcast, so we've tried to figure out how do 103 00:06:55.310 --> 00:06:58.110 we help people get onto a new show where we don't have to go through 104 00:06:58.149 --> 00:07:00.620 kind of all this. Well, what episode graphic do we how do we 105 00:07:00.699 --> 00:07:03.579 want that to look and what do we want the Intro to say? We 106 00:07:03.699 --> 00:07:09.540 just jump right into the content creation with the planning that goes to it. 107 00:07:10.060 --> 00:07:12.300 Tell us a little bit about, you know, kind of what you guys 108 00:07:12.379 --> 00:07:16.850 envision as far as the customer experience by jumping into more of the fun stuff 109 00:07:16.930 --> 00:07:21.009 really isn't part of this. Will get into maybe some of the efficiency gains 110 00:07:21.290 --> 00:07:25.410 in a little bit, but I think the buyers feeling about it is just 111 00:07:25.490 --> 00:07:29.250 as important as anything else. Right, totally, totally, and that's definitely 112 00:07:29.290 --> 00:07:31.439 one of the main drivers here. So we hit we do an agency book 113 00:07:31.519 --> 00:07:36.519 club every three months here and one of them one of the books we read. 114 00:07:36.800 --> 00:07:40.839 It's an optional thing. Some people participate, some don't, but one 115 00:07:40.839 --> 00:07:43.680 of the books we read last year was called never lose a customer again by 116 00:07:43.759 --> 00:07:46.629 Joey Coleman. I think Logan you're familiar with that one, but lately, 117 00:07:46.709 --> 00:07:50.110 man, it's not. Yeah, I fantastic. I think that even came 118 00:07:50.189 --> 00:07:54.110 up in our conversation recently, but I know I was talking to a few 119 00:07:54.110 --> 00:07:58.149 people about it recently. But that one of the biggest insights that sort of 120 00:07:58.189 --> 00:08:01.980 popped out in our discussion around this book was that everybody just resonated, with 121 00:08:03.060 --> 00:08:07.019 our whole team, because we see it is this buyers remorse, if you 122 00:08:07.100 --> 00:08:09.779 want to call it that. But this, as I mentioned a few minutes 123 00:08:09.819 --> 00:08:13.850 ago, this this there's this big build to launching a new marketing campaign and 124 00:08:13.970 --> 00:08:16.810 starting with, in our case, in our clients cases, a new agency 125 00:08:16.970 --> 00:08:20.089 and there are high hopes about what's going to happen and and then all that 126 00:08:20.129 --> 00:08:24.649 you get into the nitty gridian and there's this period of time where that the 127 00:08:24.730 --> 00:08:26.279 clients has at Gista. I hope I made the right choice Pas and what's 128 00:08:26.279 --> 00:08:31.240 happening in the background? I haven't heard really much this week and the reality 129 00:08:31.279 --> 00:08:35.120 is we're in the background working hard and learning and starting to produce things, 130 00:08:35.240 --> 00:08:39.759 but those things are take some time produce and even when they get published. 131 00:08:39.960 --> 00:08:43.149 You know, if you think about how search engine optimization tends to play out, 132 00:08:43.190 --> 00:08:46.669 for example, just using one example, you don't it doesn't happen overnight 133 00:08:46.830 --> 00:08:52.190 like you're building authority for a website that might might have a very low domain 134 00:08:52.230 --> 00:08:56.700 authority to begin and and to build credibility for it takes time. So not 135 00:08:56.940 --> 00:09:00.980 only are you know is do things tend to be a little slow moving early 136 00:09:01.059 --> 00:09:03.019 on, but the results tend to be a little slow moving to unless you're 137 00:09:03.019 --> 00:09:07.460 sort of proactively doing some things that direct marketing or paid media that are going 138 00:09:07.460 --> 00:09:11.889 to drive some results in the shorter term. So we've kind of looked at 139 00:09:11.970 --> 00:09:15.610 the situation holistically and said, what are the things we can do to keep 140 00:09:15.730 --> 00:09:20.570 the client engaged, excited feeling that they've made the right choice and and I 141 00:09:20.690 --> 00:09:24.200 think a big piece of that is we just got to move faster and how 142 00:09:24.240 --> 00:09:30.360 can we create efficiencies right and get things published and start to do some of 143 00:09:30.399 --> 00:09:33.639 the things that are going to get to the results more quickly, because nobody 144 00:09:33.639 --> 00:09:37.320 has patients to know. They can't sit back and wait forever and some of 145 00:09:37.399 --> 00:09:39.429 it requires that. But maybe we can balance it right some things in the 146 00:09:39.470 --> 00:09:43.029 short term. So I love that. Man, I'm a big fan of 147 00:09:43.309 --> 00:09:48.149 Joey Coleman's book. There have heard him on multiple podcasts and those just add 148 00:09:48.429 --> 00:09:50.710 sometimes, you know, you hear an author on a podcast and you're like 149 00:09:50.789 --> 00:09:54.100 us and not as good as the book. He is as good if you 150 00:09:54.299 --> 00:09:58.500 hear a podcast with him as much as the book. Definitely recommend anyone who 151 00:09:58.500 --> 00:10:01.019 hasn't checked out that book check it out. Whether you're in marketing or customer 152 00:10:01.019 --> 00:10:05.419 success or sales. I guarantee you you'll pick something up from that. So 153 00:10:05.500 --> 00:10:09.210 I appreciate you share in that job. Hey, everybody logan with sweet fish 154 00:10:09.289 --> 00:10:13.409 here. You probably already know that we think you should start a podcast if 155 00:10:13.409 --> 00:10:16.970 you haven't already. But what if you have and you're asking these kinds of 156 00:10:18.009 --> 00:10:22.600 questions? How much has our podcast impacted revenue this year? How is our 157 00:10:22.639 --> 00:10:26.559 sales team actually leveraging the podcast content. If you can't answer these questions, 158 00:10:26.679 --> 00:10:31.440 you're actually not alone. This is why cast it created the very first content 159 00:10:31.600 --> 00:10:37.389 marketing platform made specifically for be tob podcasting. Now you can more easily search 160 00:10:37.750 --> 00:10:43.269 and share your audio content while getting greater visibility into the impact of your podcast. 161 00:10:43.710 --> 00:10:48.990 The marketing teams at Drift Terminus and here at sweetfish have started using casted 162 00:10:50.100 --> 00:10:52.899 to get more value out of our podcasts, and you probably can to. 163 00:10:54.539 --> 00:10:58.779 You can check out the product in action and casted dot US growth. That's 164 00:11:00.019 --> 00:11:05.450 sea steed dot US growth. All right, let's get back to the show. 165 00:11:09.970 --> 00:11:13.889 You touched on efficiency there as it relates to kind of the buyers feeling, 166 00:11:13.009 --> 00:11:16.210 but you guys have a sneaking sy fission that it's also going to make 167 00:11:16.289 --> 00:11:20.159 your team more efficient, and so I think kind of our first point there 168 00:11:20.919 --> 00:11:26.240 is probably best taken for other agency leaders to be thinking about in their creation 169 00:11:26.399 --> 00:11:28.200 of content. But in this next one, as we talk about just the 170 00:11:28.240 --> 00:11:33.750 efficiency of your own content engine, whether it's a specific campaign or just your 171 00:11:35.029 --> 00:11:39.590 your thought leadership and brand awareness content that is always like what are we doing 172 00:11:39.750 --> 00:11:43.710 on that? This quarter sort of thing can help set up a foundation that 173 00:11:43.750 --> 00:11:46.139 if things do go awry throughout the rest of the quarter or the rest of 174 00:11:46.220 --> 00:11:50.860 the half of the year, you have some things in the work sells about, 175 00:11:50.220 --> 00:11:54.019 you know, kind of whether you're on the agency side or the brand 176 00:11:54.139 --> 00:11:58.379 side, some of the things in your mind, efficiency gains that marketing teams 177 00:11:58.419 --> 00:12:01.409 could could gain by this sort of batch creation. Yeah, yeah, okay. 178 00:12:01.490 --> 00:12:05.529 So let's let's pretend you're a, you know, custom manufacturer of some 179 00:12:07.610 --> 00:12:11.129 you know, big ticket item. It's a complex product. You know there's 180 00:12:11.409 --> 00:12:16.720 multiple people on the buyers and that tend to be involved that you know it's 181 00:12:16.759 --> 00:12:20.559 a three or six month by buying process and you've got, you know, 182 00:12:20.799 --> 00:12:26.919 this this specific market market that you're targeting with it, and you know that 183 00:12:26.080 --> 00:12:28.679 this is an you know, this is something you're going to be pursuing on 184 00:12:28.720 --> 00:12:33.909 the sales front as an organization and you need to put some marketing juice behind 185 00:12:33.990 --> 00:12:37.830 it to, you know, to generate leads there and to get some activity, 186 00:12:37.269 --> 00:12:41.110 you know, happening. And so, you know, one of the 187 00:12:41.230 --> 00:12:43.820 efficiencies I think you can create is if you say, all right, we're 188 00:12:43.820 --> 00:12:48.139 targeting this type of buyer, this type of company, these are the individual 189 00:12:48.220 --> 00:12:52.779 buying process influencers at those types of companies. These are the things they care 190 00:12:52.779 --> 00:12:54.659 about, the problems they have in the questions they have. Now, who 191 00:12:54.779 --> 00:13:00.850 on yours team, who inside of your organization, is the true expert on 192 00:13:01.049 --> 00:13:03.850 that specifically, because if you think that way now, all of a sudden 193 00:13:03.889 --> 00:13:07.409 it's like, all right, well, this, this person is our expert 194 00:13:07.450 --> 00:13:11.250 on this topic or these couple of people. Let's focus all of our content 195 00:13:11.289 --> 00:13:16.240 creation efforts here on what's in their brains and let's do some intensive knowledge extraction 196 00:13:16.799 --> 00:13:22.480 with those individual people and see how much great content we can produce by just 197 00:13:22.639 --> 00:13:28.909 getting that person on your team in a room and talking about, you know, 198 00:13:28.509 --> 00:13:33.710 answering these questions they hear all the time talking about the problems and different 199 00:13:33.750 --> 00:13:37.269 ways to approach it and, you know, long term cost of ownership of 200 00:13:37.590 --> 00:13:41.149 doing something this way versus this way. And so I think when I think 201 00:13:41.190 --> 00:13:46.139 of efficiencies, it's it's as opposed to thinking of your content strategy is we're 202 00:13:46.179 --> 00:13:48.259 going to target these ten keywords and we're going to create a piece of content 203 00:13:48.299 --> 00:13:52.419 around each of them. It's where are we trying to grow our business? 204 00:13:52.940 --> 00:13:54.850 WHO's the buyer? What do they care about, and who on our team 205 00:13:54.889 --> 00:14:00.929 is the expert, and then let's produce as much really exceptional stuff from that 206 00:14:01.129 --> 00:14:03.769 person's brain as possible in a short period of time. Yeah, I love 207 00:14:03.889 --> 00:14:09.289 the idea of matching up that research on, like you said, the keywords, 208 00:14:09.370 --> 00:14:11.919 but the questions being asked. What content out there is answering those questions 209 00:14:13.039 --> 00:14:16.000 today and then going to the expert and merging those two. You know, 210 00:14:16.080 --> 00:14:20.200 one of the things we've been doing for these what we call forty eight hours 211 00:14:20.240 --> 00:14:24.070 to industry influence session is doing search analysis on those keywords that are kind of 212 00:14:24.350 --> 00:14:28.629 within that theme that our customers trying to develop their thought leadership around. And 213 00:14:28.990 --> 00:14:33.669 we might propose to them twenty different topics, but then they might call those 214 00:14:33.750 --> 00:14:37.909 down two thousand and twelve. Because again, it's about that matching process, 215 00:14:37.990 --> 00:14:41.460 right. It's about like here's where we need to create content, whichever way 216 00:14:41.500 --> 00:14:45.740 you go about identifying that and then merging that with the expertise of the person 217 00:14:45.779 --> 00:14:48.539 who really has something to say about it. And there's some, some that 218 00:14:48.620 --> 00:14:52.019 gets left on the cutting room floor in our own case, but still it's 219 00:14:52.059 --> 00:14:54.529 more efficient. And the other thing I'll say too is, like you know, 220 00:14:54.649 --> 00:14:58.009 for this knowledge extraction, sometimes we have folks that are like our CEO 221 00:14:58.090 --> 00:15:01.490 would be great as the host of the podcast. And when we have done 222 00:15:01.490 --> 00:15:05.450 it kind of the the typical way of like, all right, even if 223 00:15:05.490 --> 00:15:09.000 we're booking the guests for them and they need to be available, you know, 224 00:15:09.120 --> 00:15:11.919 four times a month. We're just talking four times a month for thirty 225 00:15:11.919 --> 00:15:15.960 minutes, because they're spread out, they tend to get pushed and then okay, 226 00:15:16.000 --> 00:15:18.759 now we don't have any mean as many episodes in the queue, all 227 00:15:18.799 --> 00:15:20.470 that sort of stuff. But we found that like, Hey, we need 228 00:15:20.549 --> 00:15:24.509 your CEO for a half day session. That's actually easier to get booked and 229 00:15:24.590 --> 00:15:28.269 keep on the calendars then those for thirty minutes sections. You. Yeah, 230 00:15:28.309 --> 00:15:31.470 it's more time. Have you guys seen that with as you've started to set 231 00:15:31.509 --> 00:15:35.299 up some of these sessions with the subject matter experts at your customers? Yeah, 232 00:15:35.379 --> 00:15:41.379 absolutely, it's you know, trying to get busy people booked multiple times 233 00:15:41.580 --> 00:15:46.620 for things is just such a challenge, it really is. And then things 234 00:15:46.659 --> 00:15:50.129 get canceled. They're just's is one more thing that could get canceled and moved 235 00:15:50.210 --> 00:15:54.169 and then it slows things down and then the client wonders or they wonder what 236 00:15:54.289 --> 00:15:56.250 will lie. Why am I not getting to results as fast as as we 237 00:15:56.450 --> 00:16:00.929 talked about. Well, it's because the things we need are we need your 238 00:16:00.970 --> 00:16:03.210 team's attention. And so yeah, sometimes when you can say hey, we're 239 00:16:03.210 --> 00:16:07.600 going to be super efficient together, we're going to carve out a day and 240 00:16:07.720 --> 00:16:11.120 we're going to get all this stuff done, it's really appealing, you know, 241 00:16:11.480 --> 00:16:15.279 on the client's end as well. So yeah, I love it, 242 00:16:15.360 --> 00:16:18.789 man. So we've kind of bounced back and forth. I think benefits if 243 00:16:18.830 --> 00:16:21.950 you're an agency, if you're you're on the brand side. We talked about 244 00:16:21.950 --> 00:16:26.590 avoiding buyers remorse, especially for agencies, efficiency, which it applies to both 245 00:16:26.590 --> 00:16:30.909 signed. The third piece here probably applies a little bit more to agencies, 246 00:16:30.950 --> 00:16:36.019 but it can also apply to your marketing team and your internal subject matter experts, 247 00:16:36.019 --> 00:16:38.340 because, unless you're a MARTECH company and you're selling to fellow marketers, 248 00:16:38.659 --> 00:16:42.419 your internal subject matter experts, whether that's someone on your executive team, like 249 00:16:42.500 --> 00:16:47.490 your CEO, or it's people on your product team or engineering team, that 250 00:16:47.690 --> 00:16:52.730 relationship between them and marketing is just as important as an agency and a client. 251 00:16:52.850 --> 00:16:55.730 And that's this idea that you and I have talked about, Joe, 252 00:16:55.889 --> 00:17:00.960 that the relationship building that can happen through this kind of intensive, upfront batch 253 00:17:02.159 --> 00:17:04.839 creation of content. There can be some good things as you build trust, 254 00:17:04.920 --> 00:17:08.319 as you build the working relationship, set off on a good foot and you 255 00:17:08.480 --> 00:17:12.279 ask more of them up front, but you're not always asking and you kind 256 00:17:12.279 --> 00:17:17.029 of from there you start just giving like hey, we got this, Oh, 257 00:17:17.150 --> 00:17:18.589 this is ready, oh, check this out right. Is that kind 258 00:17:18.589 --> 00:17:23.269 of your thinking too, in the relationship between marketing, whether that's agency or 259 00:17:23.349 --> 00:17:27.430 brand, and the subject matter experts that the contributors that you need to create 260 00:17:27.549 --> 00:17:30.019 this content? Yeah, for sure. I mean yeah, if this is 261 00:17:30.059 --> 00:17:36.619 your internal marketing person talking to one of your engineers or an outside agency. 262 00:17:37.180 --> 00:17:41.779 Regardless of the situation, I think it's a fantastic you know, just sort 263 00:17:41.819 --> 00:17:47.930 of open too way dialog to be establishing and to for the subject matter experts 264 00:17:48.009 --> 00:17:53.809 to be able to understand from the very beginning why their contribution matters and why 265 00:17:55.089 --> 00:17:56.970 it's, you know, why what's in their brains is going to be critical 266 00:17:57.089 --> 00:18:00.559 to your marketing success, because you can't make this stuff up if you're trying 267 00:18:00.599 --> 00:18:06.400 to produce exceptional content. It is kind of blows my mind how many people 268 00:18:06.640 --> 00:18:11.319 are out there trying to produce content without really interviewing the experts, because it's 269 00:18:11.799 --> 00:18:15.309 what's in the brains of the engineers, or maybe the sales people are account 270 00:18:15.309 --> 00:18:18.630 manage is the people who interface with your customers and understand them so well. 271 00:18:18.670 --> 00:18:22.990 That is so important and so for for your marketing person, again, whether 272 00:18:23.069 --> 00:18:27.299 that's somebody in house or outside, consulting or agency or whatever, to just 273 00:18:27.460 --> 00:18:33.420 have to have that open dialog with your subject matter experts to help on. 274 00:18:33.579 --> 00:18:37.700 It's a really to put the spotlight on them and say hey, you're the 275 00:18:37.779 --> 00:18:41.569 expert I need. What's in your head. Is a really it really is 276 00:18:41.569 --> 00:18:44.450 a great relationship building. We have some some companies we've been working with, 277 00:18:44.569 --> 00:18:48.529 clients that have for a number of years, and it's really cool to want 278 00:18:48.569 --> 00:18:51.609 to look at, you know, the writers on our team and the relationship 279 00:18:51.650 --> 00:18:55.049 they've built with those people and that's just like friends having a conversation at this 280 00:18:55.089 --> 00:18:59.440 point when they do interviews, because they've built that rapport together. I love 281 00:18:59.519 --> 00:19:03.200 that, Joe, what you guys are doing is really kind of falling right 282 00:19:03.319 --> 00:19:07.480 in line with what we're experimenting with, what we've kind of built our processes 283 00:19:07.559 --> 00:19:11.069 around, with our forty eight hours to industry influence, doing six months worth 284 00:19:11.109 --> 00:19:15.509 of content in into immersive days. You guys are moving towards US similar model 285 00:19:15.549 --> 00:19:19.230 you mentioned. You have some clients set up right now. Jury is out 286 00:19:19.269 --> 00:19:22.829 a little bit on is it going to yield these kind of three main benefits 287 00:19:22.869 --> 00:19:26.900 we talked about today? Maybe you and I'll do a follow up episode and 288 00:19:26.299 --> 00:19:30.579 we can talk about some more that we've done. I've heard some good feedback 289 00:19:30.619 --> 00:19:33.779 from Laurie Richardson at Women Sales Pros and Chris Carolyn, who's one of our 290 00:19:33.819 --> 00:19:38.210 cohost on the manufacturing show with metal analysis group. But we'll see. This 291 00:19:38.250 --> 00:19:42.609 is a really interesting conversation. When you mentioned you guys were moving towards something 292 00:19:42.650 --> 00:19:45.529 very similar to us, I thought and we got to kind of unpack this 293 00:19:45.690 --> 00:19:49.210 in our thinking because it could probably benefits other folks. So I really appreciate 294 00:19:49.250 --> 00:19:53.480 you sharing your thoughts and experience so far. Joe. If anybody listening to 295 00:19:53.599 --> 00:19:57.079 this would like to ask some follow up questions of you or just stay connected, 296 00:19:57.119 --> 00:20:00.640 follow along with some of your great content, which I know you guys 297 00:20:00.640 --> 00:20:03.559 put out gobs of. What's the best way for them to reach out and 298 00:20:03.599 --> 00:20:07.069 stay connected? Yeah, you're welcome to email me directly. Joe At gorilla, 299 00:20:07.190 --> 00:20:11.269 seventy Sixcom, gorilla like the animal, and then seven Sixcom, and 300 00:20:12.269 --> 00:20:17.470 I would also encourage you to go to our learning center, gorilla something sixcom 301 00:20:18.069 --> 00:20:22.819 learn. We publish insights weekly. That's really just all there to try to 302 00:20:22.900 --> 00:20:26.299 help help you figure out how to grow through marketing. So I love it. 303 00:20:26.339 --> 00:20:29.339 Man Joe, thank you so much for our great conversation and a great 304 00:20:29.339 --> 00:20:30.660 episode on the show. I appreciate it. Man. Yeah, thanks having 305 00:20:30.700 --> 00:20:37.009 to Logan. I hate it when podcasts incessantly ask their listeners for reviews, 306 00:20:37.250 --> 00:20:41.890 but I get why they do it, because reviews are enormously helpful when you're 307 00:20:41.890 --> 00:20:44.769 trying to grow a podcast audience. So here's what we decided to do. 308 00:20:45.250 --> 00:20:48.849 If you leave a review for me to be growth and apple podcasts and email 309 00:20:48.890 --> 00:20:52.160 me a screenshot of the review to James at Sweet Fish Mediacom, I'll send 310 00:20:52.160 --> 00:20:56.519 you a signed copy of my new book, content based networking, how to 311 00:20:56.640 --> 00:20:59.759 instantly connect with anyone you want to know. We get a review, you 312 00:21:00.240 --> 00:21:00.880 get a free book. We both win.
