Transcript
WEBVTT
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Are you trying to establish your brand
as a thought leader? Start a PODCAST,
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invite industry experts to be guests on
your show and watch your brand become
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the prime resource for decision makers in
your industry. Learn more at sweetfish MEDIACOM.
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You're listening to BEDB growth, a
daily podcast for BTB leaders. We've
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interviewed names you've probably heard before,
like Gary vanner truck and Simon Senek,
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but you've probably never heard from the
majority of our guests. That's because the
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bulk of our interviews aren't with professional
speakers and authors. Most of our guests
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are in the trenches leading sales and
marketing teams. They're implementing strategy, they're
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experimenting with tactics, they're building the
fastest growing BTB companies in the world.
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My name is James Carberry. I'm
the founder of sweet fish media, a
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podcast agency for BB brands, and
I'm also one of the CO hosts of
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this show. When we're not interviewing
sales and marketing leaders, you'll hear stories
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from behind the scenes of our own
business. Will share the ups and downs
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of our journey as we attempt to
take over the world. Just getting well,
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maybe let's get into the show.
Hey, everybody, Logan with sweetfish
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this year. Before we get straight
into today's interview, I wanted to let
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you know about another podcast you might
enjoy. If you are a regular listener
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of this show, you'll probably really
like the B Tob Revenue Executive Experience With
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Chad Sanderson over at value selling associates. Chad is a good friend of ours
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here at Sweet Fish, a phenomenal
podcast host. I really liked one of
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his older episodes from probably a year
back, with type Capony, the author
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of the transparency sailed. Great conversation
about leveraging honesty, transparency and a value
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added approach in B Tob Sales.
Check out the B Tob Revenue Executive Experience
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With Chad Sanderson on apple podcast or
anywhere you do your list. All right,
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now let's really get into the show. Welcome back to be tob growth.
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I'm Logan lyles with sweet fish media. Today is another episode in our
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behind the curtain series where we're unpacking
some of the lessons learn in our own
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growth story, some of the things, the tactics and strategies that we're experimenting
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with in our own business. As
usual in our behind the curtain series.
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I'm joined by my good Buddy James
Carberry. James, how you doing today,
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man, oh, I am fantastic. My Man, awesome. We're
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going to be talking about creating contextual, creative especially for your paid media strategy.
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You know, folks who listen to
this show regularly, no that you
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know we disagree a good bit with
the quality over quantity argument when it comes
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to content, whether organic or paid. But at the same time we're not
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saying that you should just do volume
for volumes sake and you should let the
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quality go that you know. We
did an episode on this that that really
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unpack that the folks can go back
to. But it's got to be quantity
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and quality, and one of the
things that you can do to increase the
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quality is to put more context with
the content that you're putting out. Can
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you tell us a little bit about
that and then we'll get into the story
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to unpack her. Yeah, so
my wife makes fun of me about this
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all the time, but I basically
spend my shower time watching Gary v Videos
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and so she got me this little
like stand for in our in our shower
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where I can watch we can watch
gary videos and I'm watching one the other
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night and he's talking about just this
massive opportunity. I've heard him talk about
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this a lot, but he's talking
about this massive opportunity that we have to
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stand out in a market place with, with paid media, it's getting crowd
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more crowded by the second, with
these big, jugger not companies that are
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finally pulling their head of their butt
and starting to spend money in appropriate places
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as opposed to TV and billboards where
nobody's paying attention anymore. And as they
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do that it's going to be more
competitive and the way that you can stand
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out with paid media is creating a
whole lot of context. And the thing
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that he said that really struck me
said so many people think about their message
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first and then they blast it to
everyone. But because they know that the
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message is being blasted to everyone,
the message ends up being very vanilla and
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boring and not contextual at all.
And so instead, if you think specifically
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about who do I want to reach, who am I trying to reach specifically?
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Not at a high level, not
VP's of marketing, not what you
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know Cios, but no, I'm
trying to get somebody that's been a cio
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in Chicago for fifteen years. That's
worked at fortune five hundred companies. Okay,
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now that I have that level of
granularity around who I want to watch
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this video or this piece of creative
now I'm going to go create messaging that
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aligns to that audience. And he
said when someone sees something like that and
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it's contextual to them their way more
likely to pay attention to it then if
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they see something that's super generic and
doesn't speak to them personally. And so
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I had this idea. You know, the greatest ideas come to shower,
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and so I came downstairs and I
grabbed one of my Gary v Shirts,
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my you know, the patients is
key shirt with his signature on the front
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of it, and I grabbed nine
in my baseball hats, because I'm on
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a quest to go to every baseball
park in the country and I've got,
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I've recently started getting hats at all
these parks. So I've got like nine
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hats that are brought down and I
thought, you know what, I'm just
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going to do a little selfie video
to promote the book that we've got coming
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out on January seven content based networking, and so I filmed these videos in
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nine different hats, and so I
put on my Minnesota twins hat and I
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have my Gary v Shirt on and
the video went something like this. Hey
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Minnesota, if you are a Gary
v Fan like me, and I pointed
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at my shirt, then you're probably
going to really like the book that I
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just launched called content based networking.
It's a three part framework to help your
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verse engineer the exact relationships you need
to grow your business and your career.
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You can listen to it on audible. You can check out physical copy of
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the book. Just click the link
there. And I pointed, I pointed
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down where they would, you know, on an instagram add and I did
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that nine times. I did that
in my Cleveland Indians Hat, I did
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that in my Arizona diamondbacks hat and
I addressed the city or state of the
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team of the hat that I was
wearing. So now, whenever we run
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those ads, we're running ads to
people that are Gary v Fans and live
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in specific cities. So we're running
nine different campaigns and nine different cities,
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using not just one not just the
city, but also the fact that these
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are Gary v Fans. So they're
going to see me in a twins hat
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and for whatever reason by twins hat
gets tons of reactions. I kind of
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I thought that was just our team
with no everywhere I go, who were?
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Look, look the head. It's
got like the TC for twin city.
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So it's like not super on the
nose. So only people in Minnesota
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know what it is. Anyway,
people love it. But you're going to
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see the hat, the twins hat, and you're in Minnesota and you're going
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to go out this guy like is
this guy in my knee? Like well,
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I gotta pay attention. And then
I'm going to mention Gary V.
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You're like, Whoa, I'm a
Gary v Fan to and the likelihood?
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Yeah, on the shirt. So
so the likelihood of them then listening to
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the rest of my message? Now, are they going to be interested in
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growing their network? Or there was
I don't know. I mean if they're
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Gary Vy fan, probably, but
the likelihood of US selling more books to
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people because we did contextual creative.
I did nine little thirty second videos as
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opposed to just doing one talking about
how great the book was. I have
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a feeling results are going to be
a lot better. So that's my two
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cents on contextual creative I'm really excited
about it and pump to be able to
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share results whenever we have them.
Yeah, absolutely, and I as you
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were sharing with this with me the
other nine I just thought, you know,
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it was it was super smart man. I mean I love what you're
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doing. Taking what Gary Talks about, you know, starting with the audience
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first and then the message. I
mean I have guests here on the show
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talk about you know, we have
to start with our prospect in mind and
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I think we can rely a little
bit too much on well, you know,
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this is the title we serve.
Okay, we know a little bit
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about them, but going just a
little bit deeper, even if it is
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just based on the city, and
you know there are brands that have a
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lot more data at their finger tips
than we do with some of their text
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act where you can go, you
know, even more granular, but taking
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the time to do it. You
know, a lot of folks here Gary
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v Talk about you need to be
creating a hundred pieces of content today and
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they think that he's just, you
know, being hyperbolic. There is just,
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you know, throwing out a number
to get people to do more.
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But when you think about it,
I mean one he talks about. Like
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you know, twenty five of those
can be tweets. So okay, there's
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there's a big chunk of that.
But the other pieces, you know you
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just talked about nine hundred and ten, a dozen that are really the same
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thing, that are very quick but
thoughtful context that makes them easy to do
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and and pulls a lever that is
going to, I think you know,
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increased conversion rates dramatically. So,
you know, going back to what we
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talk about in quality and quantity in
your paid media strategy, in your organic
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content strategy. I hope this helps
folks, you know, think about a
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very tactical, tangible way that they
can go about doing it. And I
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loved it. You know, we
told it with a story of you and
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the shower and Gary be so it
was also a fun one. Man,
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I always love these. Jazz Man, I'm glad we're getting into the rhythm
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here of the behind the curtains episode. If you like these, you can
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go to sweet fish Mediacom blog,
look in the categories on the right hand
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side and you'll see all of our
different Hashtag series, Hashtag behind the curtains.
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You can check these out, as
well as different series like category creation
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and agency. If you're with an
agency, drew McClellan's doing some fantastic content
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within that series. As always,
we would love to connect with you.
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If you're a regular listener of the
show and we're not connected on Linkedin,
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hit me up Logan Lyles and James
carberry on Linkedin. As always, thank
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you so much for listening. We
totally get it. We publish a ton
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of content on this podcast and it
can be a lot to keep up with.
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That's why we've started the BTB growth
big three, a no fluff email
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that boils down our three biggest takeaways
from an entire week of episodes. Sign
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up today at Sweet Phish Mediacom Big
Three. That sweet PHISH MEDIACOM Big Three