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95% Content is a show for B2B content teams who want to build trust with the 95% of buyers who are out-of-market today, but will be ready to buy in the future.
You can call it many different things: content marketing, demand creation, brand marketing, dark social, or zero-click content.
No matter what you call it, the goal is the same.
You want to reach future buyers on the social and content platforms they hang out on every single day, and in a way that compels them to want to work with you when they’re ready.
We’re going to cover how B2B companies can win with things like: organic social, short-form video, podcasting, YouTube, newsletters, webinars, and communities.
Because the best way to win today is to already be on your buyers short-list the day they decide they need a solution.
On this show hosted by Erik Jacobson, we’re going to explore how B2B content teams can do exactly that.
Erik [0:00:03]: I'm Erik Jacobson.
Erik [0:00:05]: Welcome to 95% Content.
Erik [0:00:08]: A show for B2B content teams who want to build trust with the ninety five percent of buyers who are out of market today, but we'll be ready to buy in the future.
Erik [0:00:16]: Nate, thank you for joining me today.
Nate [0:00:23]: Alright.
Nate [0:00:23]: Great to be here, ma'am.
Erik [0:00:24]: Yeah.
Erik [0:00:24]: This is gonna be a fun one.
Erik [0:00:25]: There's some rabbit holes that we can go down that you all are executing really well.
Erik [0:00:30]: At Nectar from a content perspective.
Erik [0:00:32]: But, yeah, maybe if you could just give a quick overview of yourself and what you all are doing at Nectar, and then we can jump into some of the content levers that you're pulling.
Nate [0:00:42]: Yeah.
Nate [0:00:42]: I am a nerd about two things.
Nate [0:00:44]: And it's content marketing and relationships.
Nate [0:00:46]: So I've spent the majority of my career, either working in a content marketing position.
Nate [0:00:51]: Everything from social media to podcasting to Youtube to copywriting, And then on the other side of my career, I spent a lot of time studying what makes relationships work.
Nate [0:01:01]: Specifically romantic relationships, but ironically, there are so many crossover.
Nate [0:01:07]: Like, relationships are just relationships.
Nate [0:01:09]: And the same stuff that makes romantic relationships work makes corporate c interpersonal relationships work.
Nate [0:01:15]: So to be working at an Hr software company where our main focus is how to help people feel appreciated and excited and valued at work.
Nate [0:01:26]: Just aligns both of those two passions of mine.
Erik [0:01:30]: For those who don't know, Nectar, as of twenty twenty five is the fastest growing software company in Utah.
Nate [0:01:38]: In Utah.
Nate [0:01:39]: Yeah.
Erik [0:01:39]: Yeah.
Erik [0:01:39]: And so you all are an employee recognition and rewards platform.
Erik [0:01:42]: Mh.
Erik [0:01:43]: And have been executing it for maybe close to ten years at this point?
Nate [0:01:49]: Yeah.
Nate [0:01:49]: There's been a couple of pivot along the way.
Nate [0:01:50]: If I would say our bread and butter has been recognition and and rewards for you know, the last five or six years.
Nate [0:01:57]: And then, in the last two years, we've we've expanded to offering what's called, like, a culture suite.
Nate [0:02:03]: So recognition rewards is kind of our bread and butter, and then we have an internal communications tool and just launched an employee feedback tool.
Nate [0:02:11]: And the goal is to have all of those housed under one roof so that they can collaboratively work together to help employees feel valued and heard and informed.
Nate [0:02:20]: Amazing.
Nate [0:02:20]: And I know, like, one
Erik [0:02:23]: of the beliefs you all have a Nectar is in content.
Erik [0:02:26]: One of the things that is the basis for the show, which is sort of what we call, like, ninety five percent content.
Erik [0:02:33]: So it's content designed to build trust in the future with future buyers.
Erik [0:02:38]: So that when maybe you have your Ic or your market, they're with another provider now, but in six months when that contract is up, you want and the things that you're doing are accomplishing this, Nectar to be front of mind at that moment.
Nate [0:02:53]: Yep.
Erik [0:02:53]: Could you just paint a vision real quick how you think about those two different buckets just that Nectar from a marketing perspective?
Erik [0:02:59]: Like, what is your prioritization of the five percent actively looking right now versus that ninety five percent.
Erik [0:03:06]: And how do you just weight those internally?
Nate [0:03:09]: You know, over the over the last couple of years our team has really grown, and I think in the early days of any company, you're doing a lot of demand capture.
Nate [0:03:15]: Like, you're really just taking advantage of the people who already know that they have a problem.
Nate [0:03:20]: They already know what that problem is, and they're looking for a vendor and you're just doing your best to be become the vendor of choice.
Nate [0:03:26]: Find the people who are ready to buy and and close those deals.
Nate [0:03:29]: And as any company grows, especially the market grows, and there's more competition, you start to realize, like, hey, the people who are ready, like, the percentage of those people that either we can snag or the percentage of those people that exist is no longer enough to sustain our growth.
Nate [0:03:46]: Now we need to work on educating people.
Nate [0:03:48]: On the problem and preparing them to become customers down the line.
Nate [0:03:53]: And so I think in my role specifically, I don't know how eloquently I could speak to how the entire team is thinking about this.
Nate [0:04:00]: We have several functions that our team who our focus a lot more on demand cap sure.
Erik [0:04:04]: Mh.
Nate [0:04:05]: And I would say my role is largely at least right now focused on the top side of the funnel, which is, like, creating awareness.
Nate [0:04:12]: The way I like to think about it is I like to think about any sort of content marketing or just marketing in general, like, the visual I have is, like, a row of Domino's.
Nate [0:04:21]: Mh.
Nate [0:04:22]: And each domino is a problem, and you can't knock down the problem of, like, closing a deal before you knock down all of the the dominoes that come before that.
Nate [0:04:32]: So first, your prospect needs to understand that they have a problem.
Nate [0:04:36]: There's a lot of conversation in the last couple of years about category creation and category definition.
Nate [0:04:41]: But Brendan Hu is somebody that I follow and I I really admire.
Nate [0:04:44]: And he has talked a lot about naming a problem.
Nate [0:04:47]: Yes.
Nate [0:04:47]: Who else has talked a little bit about this.
Nate [0:04:49]: Devin Reed might have talked about this as well.
Nate [0:04:51]: Yep.
Nate [0:04:51]: But it's, like, naming a category is one thing, but naming a problem is something that's even more powerful.
Nate [0:04:56]: So I spent a lot of time initially, especially as a, like, a head of content trying to think about, like, how does my ideal customer think about what are the problems they're facing?
Nate [0:05:05]: How do they think about their problems?
Nate [0:05:06]: What words do they use to describe their problems?
Nate [0:05:09]: And then how can I articulate those problems back at them?
Nate [0:05:12]: Yep.
Nate [0:05:12]: Better than anybody else?
Nate [0:05:14]: I'm a believer that if you can articulate...
Nate [0:05:16]: If you can describe somebody's problem to them better than they can describe it themselves, they'll automatically assume you have the best solution.
Nate [0:05:21]: Yes.
Nate [0:05:21]: So that's how I think about top of funnel stuff is how can we associate the Nectar brand?
Nate [0:05:28]: With the problem?
Nate [0:05:29]: Yes.
Nate [0:05:30]: That we're trying to solve and how can we describe that problem better than anybody else?
Nate [0:05:35]: I don't know if that answers your question as far as how we weight it, but it answers the question of how I think about it?
Erik [0:05:40]: Love it.
Erik [0:05:40]: Yeah.
Erik [0:05:41]: I'm a massive believer in that.
Erik [0:05:42]: And it's funny because when you take that approach.
Erik [0:05:46]: In those cases, you don't even necessarily have to talk about your solution.
Nate [0:05:53]: Mh.
Erik [0:05:53]: Like, it's almost an assumption that if you can describe the problem and understand the problem to the that degree by nature and by proxy of that.
Erik [0:06:02]: Yeah.
Erik [0:06:02]: You must have the solution or know the solution.
Nate [0:06:06]: There's a really cool analogy I like to use.
Nate [0:06:07]: And I think everybody has either experienced this themselves, or they've seen somebody on experience it, and it's the comparison to the medical field.
Nate [0:06:14]: Like, have you ever had something wrong with your body or known somebody who had something with wrong with their body, and it's like, I know I don't feel good?
Nate [0:06:20]: I know like, I, maybe I don't have energy or, like, something something hurts But, I kinda like different doctors and they're like, you're fine.
Nate [0:06:27]: You're fine.
Nate [0:06:27]: They do the...
Nate [0:06:28]: You know, they do the tests, and they take, you know, blood samples or whatever, run labs, and they're like, no.
Nate [0:06:32]: No You're fine You're fine.
Nate [0:06:33]: And then finally, you talk to somebody and they go, oh, those are the symptoms you're experiencing.
Nate [0:06:37]: You have this.
Erik [0:06:40]: Yeah.
Nate [0:06:40]: And they they give you a name for the problem.
Nate [0:06:42]: And all of a sudden, you're like, oh, shoot.
Nate [0:06:43]: And you start googling and you find a reddit, a subreddit that's dedicated to this one specific problem, and you find, like, forums and and posts and people some expert who's gone on different podcasts and started to share their research and you're like, oh my gosh.
Nate [0:06:56]: There's other people that are experiencing the same thing that I'm experiencing.
Nate [0:06:59]: And not only that it has a name, and they have, like, a treatment plan.
Nate [0:07:03]: They have, there's medicine or procedures or, like, exercises or things that I can do.
Nate [0:07:07]: To fix this problem.
Nate [0:07:08]: It's like the most relieving and exciting thing to find not only the name, but the community of people, the body of work, the solution to that problem.
Nate [0:07:17]: I think there's real power in owning the name to a problem.
Nate [0:07:20]: And helping other people put a name, Yep, to the collection of symptoms or problems that they're dealing with.
Erik [0:07:27]: Yes.
Nate [0:07:27]: In business, I think and especially as content marketers.
Nate [0:07:29]: I think one of the most important things that we can do is give people that same feeling of excitement and relief.
Nate [0:07:34]: Being able to be like, oh, my gosh.
Nate [0:07:36]: That thing that I've been dealing with this frustration of I'm in the weeds doing this.
Nate [0:07:40]: It's spending all my time doing this and it means I can't work on the strategy or or, like, I really wanna...
Nate [0:07:44]: I really want our employees to experience this or solve this specific problem, but I just...
Nate [0:07:49]: I can't figure out how to it and then somebody comes along with the template or the tool or the solution that makes life so much easier for you.
Nate [0:07:56]: It's...
Nate [0:07:57]: And then you just...
Nate [0:07:57]: They experience this relief and excitement about...
Nate [0:08:00]: Oh my gosh.
Nate [0:08:00]: How can I how can I use the thing now to make my life better?
Nate [0:08:03]: This exact same experience just in a different format?
Erik [0:08:07]: Hundred percent.
Erik [0:08:08]: And the outcome from all of that essentially is trust.
Nate [0:08:11]: Yeah.
Erik [0:08:11]: And it's incredibly difficult to have a, like, one two three steps to, like, create trust
Nate [0:08:19]: Yeah.
Erik [0:08:19]: In that way.
Erik [0:08:19]: And a lot of companies like, don't necessarily want to I actually even spend the time to create that.
Erik [0:08:25]: And so that's what a lot of this ninety five percent content is designed to do.
Erik [0:08:28]: Maybe with that in mind, could you just share, like, big picture, some of the ways you're approaching that from a content perspective, whether that's channels or some specific strategies you're doing?
Erik [0:08:40]: And we...
Erik [0:08:41]: Then we could kinda get into the weeds on, like, some of the most interesting ones that you're working on right now.
Nate [0:08:46]: There's a couple things I'm working on right now.
Nate [0:08:48]: A big one is I'm trying to stand up a newsletter for Nectar.
Nate [0:08:52]: Mh.
Nate [0:08:52]: The reason I bring that one up first is one because I think newsletters are the lowest hanging fruit for most content marketers where there's actual revenue, just waiting to be tapped into.
Nate [0:09:01]: Most people have an email list and that if it's not active, that's problematic.
Nate [0:09:04]: There's money just sitting there.
Nate [0:09:06]: But the approach I'm taking is exactly what you mentioned.
Nate [0:09:08]: It's the whole I think the temptation is to create an email newsletter strategy around how to sell your product.
Nate [0:09:15]: Right.
Nate [0:09:15]: But I think the best practice.
Nate [0:09:17]: The best way to go about it is look at it as a trust building exercise.
Nate [0:09:20]: Exactly what you just said.
Nate [0:09:21]: How can I make more deposits than withdraws?
Nate [0:09:24]: This is a relationship principle.
Nate [0:09:26]: So I studied marriage and relationships for a long time, and you hear about deposits and withdrawals in the emotional bank account, and there's this really cool concept by doctors the John Julie Got from the Got Institute and they they talk about how the most successful relationships, and I I really do believe that this exists outside of romantic relationships.
Nate [0:09:43]: But they said, one of the biggest predictor of divorce is the ratio of positive to negative or neutral interactions.
Nate [0:09:49]: And so there are these things called bids for connection.
Nate [0:09:52]: You...
Nate [0:09:53]: With any other person that you're in relationship with, one of you is is probably consistently making bids to connect with the other person.
Nate [0:09:59]: And the couples who had the most fulfilling relationships had a ratio of twenty positive interactions to every one negative or interaction.
Nate [0:10:06]: Entering times of conflict, that drops to five positive interactions to one negative interaction.
Nate [0:10:11]: And then the couples who are most likely to to divorce had roughly a one to one Yep positive to negative ratio.
Nate [0:10:16]: And so to me, that tells me, like, if I wanna build a relationship of trust with somebody, that's gonna be able to weather storms that's gonna that's gonna go deeper than just like something really superficial.
Nate [0:10:27]: I need to be making a lot more deposits than withdraws.
Nate [0:10:29]: Yeah.
Nate [0:10:30]: That means I need to be giving more than I'm asking.
Nate [0:10:32]: And so the whole philosophy I have around this newsletter is how can I make a ton of deposits and never ask for anything to the point where somebody feels like almost obligated?
Nate [0:10:45]: They're like, you have given me so much.
Nate [0:10:48]: What can I do?
Nate [0:10:49]: You've made my life so much easier.
Nate [0:10:50]: You've made you've helped me so much with these things that are really important to me.
Nate [0:10:54]: You've helped me look better find of my boss.
Nate [0:10:57]: You've helped me make this project easier to reduce all this friction for me.
Nate [0:11:01]: What is it that I can help you with?
Nate [0:11:03]: And so that's my mentality around creating this.
Nate [0:11:05]: I I don't want to make it about Nectar.
Nate [0:11:07]: I want to make it about serving and serving our our ideal customer and building trust with them to the point where they're like, you guys are amazing.
Nate [0:11:14]: Like, I have even given you money, and you've helped me solve all these problems.
Nate [0:11:17]: And you've made my life so much easier.
Nate [0:11:19]: So that's the strategy behind that that I'm building right now.
Nate [0:11:22]: The other thing that I'm really excited about that we out that we actively are working on is we have a, a Youtube channel that we...
Nate [0:11:30]: Launched.
Nate [0:11:31]: At at the very end of last year and have really poured a lot of love and effort into over the last eight or so months.
Nate [0:11:36]: I would say in the last eight months.
Nate [0:11:37]: I think I looked at our analytics this morning we've done two point six million organic views on Youtube And for a software company that says Hr tech, that's pretty unusual.
Nate [0:11:47]: Yes.
Nate [0:11:48]: And so if you wanna dive into that, I think that probably is something that a lot of other people might be curious about right now.
Erik [0:11:53]: Definitely.
Erik [0:11:53]: One other thing to give context for is social?
Erik [0:11:59]: Mh.
Erik [0:11:59]: So we definitely are gonna dive into Youtube.
Erik [0:12:02]: I also wanna know what is the team dynamic that gives you the ability to execute in the way that with that philosophy in mind, just to kind of help other content leaders, because, like, a lot of them have the same or similar mindset, but it's kind of sometimes hard to actually get it executed internally.
Erik [0:12:22]: Yeah.
Erik [0:12:23]: And a lot of it comes down to measurement, frankly.
Erik [0:12:25]: But one thing I do know is that Trevor, the CEO of Nectar has had an a nice execution of his founder brand.
Nate [0:12:34]: Yeah.
Erik [0:12:34]: On Linkedin, and it it seems like some good resources.
Erik [0:12:37]: And just time and effort and execution has gone into that.
Erik [0:12:41]: So is there, like, a social foundation that you also look at for all of this as well or, like, what's the approach with that?
Nate [0:12:47]: With the social, like, our social media presence or with the with, like, executive buy in?
Nate [0:12:52]: Social presence?
Nate [0:12:52]: I have big hopes and dreams for our social presence.
Nate [0:12:55]: Right now, the way I'm thinking about our social presence is largely...
Nate [0:13:00]: How can we extend our brand?
Erik [0:13:04]: Mh.
Nate [0:13:05]: Not just like, our...
Nate [0:13:05]: This is like a silly way of saying this.
Nate [0:13:07]: How do we take the ethos of Nectar and what we represent and communicate, kind of use ourselves and the dynamics that we have internally as an extension of our social presence.
Nate [0:13:20]: So know, I think a lot of people...
Nate [0:13:22]: Like, on Linkedin, a lot of the company profiles are just, like, it it just feels like sales.
Nate [0:13:26]: It feels like, updates, whatever.
Nate [0:13:28]: The shift we're gonna be seeing a lot over the next couple of months is, like, what does it look like to work at Nectar and what are we doing because we're a company that stands for culture?
Nate [0:13:36]: Mh.
Nate [0:13:37]: What are we doing to cultivate culture it within our company?
Nate [0:13:39]: Had we use the things that we're putting into practice to act as an extension of what we...
Nate [0:13:44]: What other people could be doing at their companies to make the company awesome.
Nate [0:13:48]: Yeah.
Nate [0:13:48]: To help their employees feel heard and valued and celebrated and feel like their work is meaningful.
Nate [0:13:53]: So that's one that's one thing.
Nate [0:13:55]: And and really, it's an extension of our, I think our executive team, specifically Trevor just his his personality and who he is.
Nate [0:14:02]: Yep.
Nate [0:14:02]: I don't think we'd be able to do any of the stuff that we're doing right now without, there is buy an interest.
Erik [0:14:08]: Amazing.
Erik [0:14:08]: Yeah.
Erik [0:14:09]: And that's one of the ways you can talk about your company without talking about by our product is by talking about what you're doing at your company.
Erik [0:14:16]: Mh.
Erik [0:14:17]: That is relevant to your Ic.
Erik [0:14:18]: So that's a perfect match.
Erik [0:14:20]: And, yeah, let's go to Youtube.
Erik [0:14:23]: Yeah.
Erik [0:14:23]: In my mind, we're very deep on Youtube as well.
Erik [0:14:26]: How I look at Youtube is it's an s tier channel.
Erik [0:14:30]: Mh.
Erik [0:14:30]: But nobody in b is using it.
Erik [0:14:33]: Yeah.
Erik [0:14:33]: And so, like, that dynamic right there.
Erik [0:14:35]: Makes it one of the most compelling platforms in my opinion, to pay attention to and to start using.
Erik [0:14:41]: So you all to your point are in a category that historically people would say, Hr, tech boring.
Erik [0:14:49]: Like, this is a boring category we can't create compelling content in it, and you have proven that that's not even close to true.
Erik [0:14:56]: And your Youtube series is one major highlight and reason for that.
Erik [0:15:01]: So, yeah, Talk about the Youtube strategy a bit.
Erik [0:15:04]: The results you've seen from it and just any of the lessons you've learned that you think might be relevant.
Nate [0:15:09]: Yeah.
Nate [0:15:09]: I think the reason Youtube is really powerful is one...
Nate [0:15:12]: If you think about other social channels, you're relying on one of two things.
Nate [0:15:15]: You're either relying on the algorithm to choose you and push you into somebody's feed or you're relying on creating content that's so good that, like, people will wanna share it with their friends, and that that will cause some sort of viral reality.
Nate [0:15:30]: The really cool thing about Youtube is it's both of those things.
Nate [0:15:33]: Like, it works both ways it has the algorithm and the share ability and it's also search engine.
Nate [0:15:37]: Right.
Nate [0:15:38]: The fact that people log in to Youtube both to be entertained and to be educated, and they're actively looking for things and they're actively being fed things that they will likely be interested in.
Nate [0:15:48]: Makes Youtube a really, really powerful platform that I agree with you as severely neglected, especially by the B2B community.
Nate [0:15:55]: And so our approach, I I think most companies use Youtube as a dumping ground for corporate videos.
Erik [0:16:01]: Yes.
Nate [0:16:01]: Like, it's it's product videos, it's, like, webinar replay, it's poorly executed attempts at, like, a viral video or something like that.
Nate [0:16:10]: And Yep.
Nate [0:16:11]: And and most of the content is boring, and the reason anybody would follow is because they are an employee at the company and have been urged to, like, subscribe, But I doubt there's a lot of people, a lot of software companies out there who have people who are like, oh, my gosh.
Nate [0:16:23]: I really wanna subscribe to this specific channel because they're coming out with content that I really value.
Nate [0:16:28]: So we just decided this is right when around the time I was hired is the our VP of marketing marketing, Payton W back and our CEO, Trevor, had both decided that Youtube was a huge opportunity, and they're like, we've been looking for software companies or B2B companies who are doing a good job and we can't find anybody.
Nate [0:16:47]: We're looking for inspiration of who could we...
Nate [0:16:50]: Who could we, like, model success after, who's doing a really great job, and there's a lot of tech companies in Utah.
Nate [0:16:55]: And there's a lot of tech companies just across the world, but Utah is are really a big hub for them, and he...
Nate [0:17:00]: They're like, nobody's doing it well locally, and we couldn't find anybody just anybody really doing a great job.
Nate [0:17:06]: So we decided it was kind of a blue ocean, and we wanna go all in on it, and we wanna be as silly as it sounds like the mister beast of software companies.
Nate [0:17:14]: I don't know that's the comparison if you're a big Youtuber, but but the the idea Yeah plans of we wanna be doing this better than anybody else.
Nate [0:17:21]: Yes.
Nate [0:17:22]: And so we started working on that.
Nate [0:17:24]: We, Have been working with a great agency, and we've been building out a really stellar strategy.
Nate [0:17:28]: And I think the overarching goal is thinking broadly about the problem that we solve.
Nate [0:17:34]: And we're lucky enough to be solving a problem that everybody in their life has probably experienced if you've ever had a job.
Nate [0:17:40]: And that job is you either love where you work?
Nate [0:17:43]: Or you where you're working, everybody's had it, like, a miserable boss or a terrible coworker worker.
Nate [0:17:47]: They've woke up with the Sunday Sk, and we're dread going to work on Monday.
Nate [0:17:52]: And I think everybody who has had a job agrees that there's something broken.
Nate [0:17:56]: About the experience of work.
Nate [0:17:59]: And so our goal with the Youtube channel, is to highlight broadly what is not working right now in the world of work and what is working.
Nate [0:18:08]: And as we tell these stories the right way and if people watch our videos and they feel like their voice is being represented and that the arguments or perspectives being presented are both validating and or entertaining and or really educational and informative and give them hope to move forward.
Nate [0:18:25]: They're gonna subscribe and come back and watch.
Nate [0:18:27]: So that's the high level vision of where we started.
Nate [0:18:31]: Where do you want me to go from here?
Nate [0:18:33]: Don't want me to get in the weeds?
Erik [0:18:35]: Yes.
Erik [0:18:35]: One thing that I think is really important for everyone to remember when thinking about this is that there's a big difference between taking content that was designed for another platform and putting it on Youtube Yeah.
Erik [0:18:52]: And that being your Youtube strategy or creating Youtube videos that are similar in nature or execution or format or approach as other top Youtube creators are doing.
Erik [0:19:06]: And so when you look at your channel, you have a team that is on camera filming on a set, designed clearly high effort, Yeah.
Erik [0:19:17]: Content.
Erik [0:19:17]: You mentioned mister Beast, like, he's spending millions of dollars per video.
Erik [0:19:22]: I don't wanna say, like, you're competing against a mister Beast video or another sort of, like, mass market creator type video.
Nate [0:19:31]: Yeah.
Nate [0:19:31]: But you're competing for attention.
Erik [0:19:33]: In some ways you are, when you open up Youtube, On your four you page, I'm an Hr leader at a company that could potentially buy Nectar.
Erik [0:19:41]: I open up my Youtube and I see Nectar video, and let's say this was a different version.
Erik [0:19:47]: This was the upside down version of Nectar where you just purpose webinar videos.
Erik [0:19:51]: Yeah.
Erik [0:19:52]: On Youtube, and you've got that.
Erik [0:19:54]: It's a grainy thumbnail.
Erik [0:19:55]: It's not great.
Erik [0:19:55]: And you've got really entertaining high level quality you can tell the minute you you click play on that.
Erik [0:20:01]: You're gonna get rewarded for that click.
Erik [0:20:03]: And there's a big difference between that.
Erik [0:20:05]: And so this idea of just high effort, I think is, like, really interesting right now.
Erik [0:20:11]: Yep.
Erik [0:20:11]: Because on one end of the extreme, it's really easy to pump out.
Erik [0:20:15]: Ton of content just through AI and whatever, like, a million shots on goal, Mh within very little amount of time.
Erik [0:20:22]: But it's really difficult to do something that is clearly took an insane amount of time an insane amount of resources insane amount of people, And that is a reason that can get people interested in even wanting to pay attention to it to begin with.
Nate [0:20:39]: Yeah.
Erik [0:20:39]: It's a separate thing to get them to, like, watch to the end and love it.
Erik [0:20:42]: Like, that's the content itself, But, like, Yeah.
Erik [0:20:44]: That's another puzzle.
Erik [0:20:45]: Yeah.
Erik [0:20:45]: That's another puzzle.
Nate [0:20:46]: Yes.
Nate [0:20:46]: In order to be successful on Youtube, there are so many small puzzles that need to be solved probably, like, little things that you need to figure out in order to start crushing.
Nate [0:20:55]: The cool thing is it can be reverse engineered, the difficult thing is it can be really difficult it can be a really tough journey to figure out how to reverse engineer it.
Nate [0:21:03]: And the other difficult thing is that some...
Nate [0:21:06]: Like, we've faced this where we'll have one video take off and go crazy.
Erik [0:21:11]: Yes.
Nate [0:21:11]: And then we'll publish another video that's very similar to it, and it just tanks.
Nate [0:21:15]: Yeah.
Nate [0:21:15]: It doesn't do well.
Nate [0:21:16]: And it's like, okay.
Nate [0:21:16]: Now we need to go back and figure out why did the one work and the other one not work.
Nate [0:21:20]: Yeah.
Nate [0:21:21]: And so I think it might be fun a little bit to just kind of go through some of the problems that you need to solve if you to be successful on Youtube.
Erik [0:21:28]: Let's to.
Nate [0:21:28]: First, I wanted to dispel the myth that has to be super high...
Nate [0:21:32]: It doesn't have to be super expensive.
Nate [0:21:34]: Mh.
Nate [0:21:34]: You don't need to rent out a studio and have a whole crew of people to be successful on Youtube.
Nate [0:21:39]: What you do need to decide is I think one are the most important decisions right out of the gate is, like, what is our Youtube channel gonna be known for?
Erik [0:21:47]: Yes.
Nate [0:21:48]: Who's our audience?
Nate [0:21:49]: Yep.
Nate [0:21:49]: A lot of Youtubers run into the problem where maybe they'll create a video on a whim and it and it goes it it, like, takes off, and attracts a lot of viewers, and then they're like, oh, they get...
Nate [0:22:02]: They love that feeling.
Nate [0:22:03]: And then they're like, I wanna create...
Nate [0:22:05]: I want more videos to take off.
Nate [0:22:06]: I'm mean gonna create more videos like this without thinking about the type of viewers that it attracted.
Nate [0:22:09]: And then they become a slave to creating content that they don't necessarily love for an audience that doesn't super feel super relevant just because they're chasing numbers.
Nate [0:22:20]: And I think that's a really, really strong temptation.
Nate [0:22:22]: So, like, developing really strong, week...
Nate [0:22:25]: We have, what are called belief statements.
Erik [0:22:27]: Mh.
Nate [0:22:28]: They represent the purpose of the channel, who we are, what we're about what our goals are, and we try before we do anything else to filter our video ideas through those belief statements.
Nate [0:22:38]: So that when somebody comes to our channel, they know.
Nate [0:22:40]: Like, this is the ethos.
Nate [0:22:42]: Yes.
Nate [0:22:42]: Of what the Nectar Youtube channel is about.
Nate [0:22:45]: The second thing that's really, I think important is doing a crap ton of research.
Nate [0:22:50]: I would think about Youtube, if I if I was launching another channel at at any other B2B company, I would think about Youtube as a collection of shows.
Nate [0:22:59]: Yeah.
Nate [0:23:00]: And any show that you've ever watched on Tv, has a format.
Nate [0:23:04]: A great example is just any game show.
Erik [0:23:06]: Yep.
Nate [0:23:07]: There's a format.
Nate [0:23:07]: If you watch, the price is right.
Nate [0:23:09]: There's a format to the show.
Nate [0:23:10]: Every episode follows the same format.
Nate [0:23:12]: If you watch, wheel of fortune.
Nate [0:23:14]: If you watch jeopardy.
Nate [0:23:15]: If you watch, who wants to be a millionaire.
Nate [0:23:16]: If you watch enough of those episodes, you know exactly like, the pacing, you know, the type of questions they're gonna come up, you know, like, when the daily doubles gonna hit what's gonna happen.
Nate [0:23:25]: You like, there's chapters, there's segments to each one of these shows that make it feel familiar and make it repeatable and make it work.
Nate [0:23:31]: And on Youtube, the same thing is true.
Nate [0:23:34]: There are formats that work.
Nate [0:23:36]: And there are a lot of different types of formats, but a really smart choice to make would be what are the formats that make most sense.
Nate [0:23:44]: For our audience and then align with our belief statements, and and then doing a a ton of research on those formats to understand what is it that makes these work?
Nate [0:23:54]: Because, for example, video essays A video essay is a great format.
Nate [0:23:58]: And, like V or does a great video essay.
Nate [0:24:01]: Or Johnny Harris does a great video essay.
Nate [0:24:04]: There are people out there who...
Nate [0:24:05]: There are channels out there that have millions of subscribers because they're really good at video essay essays.
Nate [0:24:09]: And those those channels have super high production.
Nate [0:24:11]: There are other
Erik [0:24:12]: Right.
Nate [0:24:13]: Channels that have millions of subscribers that are very low production, and it's more personality based and less production based.
Nate [0:24:19]: Yep.
Nate [0:24:19]: And then there are some people out there who are trying to do it, and they're putting a ton of effort, and they have high production quality, But they're tanking.
Nate [0:24:26]: Like, they're not doing well.
Nate [0:24:27]: And so, like, what is the...
Nate [0:24:28]: What it what is similar between the video essays that are working.
Nate [0:24:31]: Same thing with, like, man on the street interviews.
Nate [0:24:33]: Same thing with, mini documentaries.
Nate [0:24:35]: Same thing...
Nate [0:24:36]: Like, there's all these different formats, challenge videos.
Nate [0:24:38]: Like...
Nate [0:24:39]: There are so many different types of formats.
Nate [0:24:41]: So what I would think of is, like, what are some formats that interest us that feel like they are us and then just do so much research.
Nate [0:24:49]: And when I say research, these are just off the top of my head a couple of things that I would think of.
Nate [0:24:54]: How long is the video?
Nate [0:24:56]: What what happens in the first thirty seconds Yes.
Nate [0:24:59]: Of the video.
Nate [0:24:59]: What is it about...
Nate [0:25:01]: Like, I would especially think about packaging?
Nate [0:25:03]: When wanna I say packaging, that's, like, the title and thumbnail of the video.
Nate [0:25:06]: So if you look at the title, you look at the thumbnail, compare them across a bunch of different channels and look like, are there any trends to the way that these thumbnails are designed?
Nate [0:25:15]: Are there any trends to the way, Like, maybe the most popular videos are always a question, An open ended question that's, like, hooks your attention.
Nate [0:25:23]: Maybe it's maybe it's like a list.
Nate [0:25:25]: There could be a a dozen different things.
Nate [0:25:28]: So, like, title, thumbnail first thirty seconds.
Nate [0:25:30]: Is the thumbnail?
Nate [0:25:31]: Interesting?
Nate [0:25:32]: Does the thumbnail and the title do they align with each other in the first thirty seconds.
Nate [0:25:37]: How does the the channel...
Nate [0:25:40]: Fulfill the promise?
Nate [0:25:41]: That they make in the title and the thumbnail?
Nate [0:25:44]: What's the pacing like?
Nate [0:25:45]: What are the things that they're hinting at in the first thirty seconds to create open hooks so it compel you to watch through the rest of the video?
Nate [0:25:51]: What is the pacing like?
Nate [0:25:53]: Do they use music in the background?
Nate [0:25:54]: Do they not?
Nate [0:25:54]: Do they have other cast members in the background or is it one personality?
Nate [0:25:58]: Are they featuring thought leaders?
Nate [0:25:59]: Or are they just finding random people on the street to come in and invoice their opinion?
Nate [0:26:03]: What does the lighting look like?
Nate [0:26:05]: How are they doing the sound as a one person holding a microphone and doing an interview?
Nate [0:26:08]: Do they have lava ears?
Nate [0:26:09]: Are there multiple camera angles?
Nate [0:26:11]: Like.
Nate [0:26:11]: You're gonna find trends in all in all of these videos that you can start to piece together like, what one what's doable, but two, more importantly, what is working?
Nate [0:26:21]: And then the goal is to take those elements and replicate them and do that a whole bunch of times until you can figure out how to make it your own.
Erik [0:26:30]: So good.
Erik [0:26:30]: Yeah.
Erik [0:26:30]: There's a lot we can go into there.
Nate [0:26:32]: Yeah.
Nate [0:26:32]: And that's not even talking about retention.
Nate [0:26:34]: And analytics Yeah.
Nate [0:26:35]: And production time and, like, building out a team and, like, there's a lot of stuff in the background Yes.
Nate [0:26:41]: That goes into this as well.
Erik [0:26:43]: I'd like to continue on that path where we go into those details as well.
Erik [0:26:46]: Mh.
Erik [0:26:47]: But maybe what we do is set a little context for everyone on, like, because it's it's clear, like, as we start going through that and then some of the rest of the stuff that we can.
Erik [0:26:56]: There's no free lunch in content or marketing.
Erik [0:27:00]: So, like, No.
Erik [0:27:01]: Outs size returns usually are directly related to outs outside efforts.
Erik [0:27:06]: Yeah.
Erik [0:27:06]: The good news is though, there's a huge amount of leverage to be had with this platform.
Erik [0:27:11]: Meaning, you can have a brand new channel for your your company brand, post your very first video and get tens of thousands or hundreds of thousands the views on that very first video.
Nate [0:27:22]: Yep.
Erik [0:27:22]: That's designed only for people who would be relevant for your audience in your market.
Erik [0:27:27]: That's the benefit of it, but in order to accomplish that, there's all these details that you just started describing and there's much more that we can go into there.
Erik [0:27:35]: But how do you think about the size of the reward that others should consider that would be the reason or rationale for why we're putting in this much effort.
Erik [0:27:49]: So how do you think about the results side of this that give you the confidence to put in this amount of of effort into the platform because to your point, there's so many things that are disposal.
Erik [0:28:03]: Well now that we could focus on.
Erik [0:28:05]: Yeah.
Erik [0:28:05]: Like you mentioned, you'd like to do even more on social, You wanna get your newsletter, going all these sorts of things.
Erik [0:28:12]: So what is the results or North star that you look at that this platform is or can, you know, power for you.
Erik [0:28:20]: That sort of warrants this amount of effort.
Nate [0:28:23]: Part of the reason I'm on this show right now is because you know to our Youtube channel.
Nate [0:28:26]: The number of people who've reached out and they're like, you are doing something that nobody else is doing and you guys are doing such an incredible job and people are noticing.
Nate [0:28:33]: Like, just getting respect within the B2B community has been really cool.
Nate [0:28:37]: The but respect doesn't drive sales.
Nate [0:28:39]: So...
Nate [0:28:39]: Yes.
Nate [0:28:40]: I I like to think about this as, from a broader perspective as if...
Nate [0:28:46]: It's a really big audacious goal.
Nate [0:28:49]: But, I really believe that if we can...
Nate [0:28:52]: If we do well on Youtube, it will be a huge step in the right direction of having Nectar becomes synonymous with a culture erosion problem.
Nate [0:29:04]: I want people to think, oh, we've got a culture problem Mh.
Nate [0:29:08]: In our company.
Nate [0:29:08]: And immediately think, oh, I know who solves culture problems.
Nate [0:29:11]: Nectar does.
Nate [0:29:12]: That's all they talk about.
Nate [0:29:13]: I log on to Youtube, and they're talking about...
Nate [0:29:16]: They have a video about how blue collar workers are undervalued, or they have a video about, like, the differences between compensation between CEOs and and frontline workers, or they have a video about how burned out nurses are and caregiver burnout, or they have a video about how pizza parties are overrated or, like, women in the workforce and the obstacles that they face and, like, they've articulated that better than anybody else or, like, there's just such a broad spectrum of things that we can and are talking about and I wanted to get to the point where we're telling these stories so well, and we're articulating these problems so well and facilitating these important conversations so well that people start thinking like, oh, there's a culture problem, Nectar solves that.
Nate [0:29:59]: Yeah.
Nate [0:29:59]: Like, just associate the two things kind of like I gotta wipe my nose.
Nate [0:30:02]: I grab a k mix, not a tissue.
Nate [0:30:04]: I want the Nectar brand to become synonymous with solving a culture issue.
Erik [0:30:08]: Right.
Erik [0:30:08]: How will you know that that's working?
Erik [0:30:10]: Yeah.
Erik [0:30:11]: It might be a mix of quantitative and qualitative, obviously.
Erik [0:30:14]: Like, your team could be going to a bunch of conferences.
Erik [0:30:16]: Yep.
Erik [0:30:17]: And just hearing tons of...
Erik [0:30:19]: Hey, I'm watching the Youtube videos.
Erik [0:30:20]: I've been watching the Youtube videos like...
Nate [0:30:21]: And that's already started.
Erik [0:30:22]: Yeah.
Erik [0:30:22]: People underestimate that type of feedback.
Erik [0:30:25]: Like, if you're getting that from people coming up to you, put a put a one hundred to one thousand x multiple on the impact that it's actually making because most people won't come up to you even if they are watching that stuff.
Erik [0:30:36]: But you and I both know, like, that over time, if that starts being the case, which I believe it will for you all, because what you're putting into it.
Erik [0:30:45]: Eight months later, twelve months later, fourteen months later, twenty months later from once somebody started watching those videos.
Erik [0:30:53]: They'll be in a moment where they actually need the Nectar platform.
Erik [0:30:58]: And then they'll just go to Nectar.
Erik [0:31:00]: Yeah.
Erik [0:31:01]: In in Google or direct and whether you can, like, reverse engineer how that affinity affinity got made with self reported attribution or post sign up survey, whatever the case may be, that can sometimes get watered down.
Erik [0:31:18]: But, like, yeah.
Erik [0:31:19]: Just for sure.
Erik [0:31:19]: From a tactical standpoint, are there any sort of ways you think you would...
Erik [0:31:23]: You'll approach that as time goes on?
Erik [0:31:25]: There's the in platform metrics like, are we getting the views?
Erik [0:31:28]: Are we getting the retention?
Erik [0:31:30]: Are we getting the click through?
Erik [0:31:31]: But then on the The
Nate [0:31:33]: reporting side?
Erik [0:31:33]: Yeah.
Erik [0:31:33]: The reporting side, like, how how will you look at that?
Nate [0:31:36]: I mean, as a content marketer, that's always the trick thing is attribution.
Nate [0:31:40]: Yeah.
Nate [0:31:40]: Like, the the trick thing is how how do I know what content I'm creating is actually working to move the needle.
Nate [0:31:47]: And there are so many different perspectives and arguments that I don't know that there's ever a really clear solution.
Nate [0:31:53]: We have already seen people self reporting.
Nate [0:31:56]: Yeah.
Nate [0:31:56]: Like, leads leads and and, self reporting is like, oh, I discovered you guys on Youtube or I...
Nate [0:32:01]: You know, somebody shared this the Youtube video with me, and then I fell down the rabbit hole, ended up on your site, and now we're doing a demo.
Nate [0:32:06]: So I do think that self attribution is arguably one of the most reliable ways, but it's not, Mh.
Nate [0:32:13]: Technically super consistent.
Nate [0:32:14]: Part of it might be word mouth.
Nate [0:32:17]: Part of it's gonna be just channel growth in, like, month to month viewers, like, is our viewership consistently growing are people still talking about the things that we're making, is it is it significant?
Nate [0:32:26]: The numbers on the Youtube platform inform whether or not we're doing a good a good job?
Nate [0:32:32]: Yes.
Nate [0:32:32]: That's a puzzle that I'm still trying to to figure out as well.
Nate [0:32:36]: Like, I don't know that there's a really clear answer of how do I connect, you know, these millions of views that we're getting on Youtube to directly to, oh, it's generated or helped generate this much revenue.
Nate [0:32:46]: And so part of that is, like, in any branding play, there's gonna be murky numbers.
Nate [0:32:51]: Part of it is just, yeah, realizing that that's the case.
Nate [0:32:55]: And I don't know I I feel like as our channel grows and our team grows.
Nate [0:32:57]: When we might be able to dedicate more resources to try to solve that problem.
Nate [0:33:01]: But right now, if you have ideas I'm open to him too.
Erik [0:33:05]: Well, it's an actual true catch twenty two because if you're focused on driving a a inbound demo request from Youtube is the number one north star for Youtube starting now and wanting reporting on that every month.
Erik [0:33:21]: You won't get the Youtube growth.
Erik [0:33:25]: Yeah.
Erik [0:33:26]: Or the Youtube traction
Nate [0:33:28]: Yeah.
Erik [0:33:28]: That you want.
Erik [0:33:29]: You are approaching it from the wrong standpoint.
Erik [0:33:31]: Your mindset around is like, we want people to want to watch these videos and share them because they're so good.
Erik [0:33:37]: Yep.
Erik [0:33:38]: Like that being the North stars is actually going to create the success on Youtube.
Erik [0:33:43]: Now that the catch twenty two is it does get a little difficult because you're not actually trying to drive a click.
Erik [0:33:49]: You're not trying to say, like, go get our whatever report in the description and, like, then that kinda gets them into some M sql Sql funnel, you know, whatever the case may be.
Erik [0:34:00]: Yeah.
Erik [0:34:01]: So this is almost a feature and not a bug.
Erik [0:34:04]: Yeah.
Erik [0:34:04]: In in many
Nate [0:34:05]: ways Youtube.
Nate [0:34:06]: Yeah.
Erik [0:34:06]: I think we should really look at it like that because in one one aspect, it is reducing competition.
Erik [0:34:13]: Yeah.
Erik [0:34:13]: Because you all being in a position to think about it this way, and all the competitors that you might have who, obviously, we don't know, but we can assume, like, aren't able to or don't?
Erik [0:34:24]: Yeah.
Erik [0:34:24]: That makes Youtube wide open for you all, in a channel that that there is demand to be created in in Youtube.
Erik [0:34:33]: And this is another thing everybody asks?
Erik [0:34:35]: Like, does my market watch Youtube videos.
Erik [0:34:38]: How do you think about that?
Erik [0:34:40]: Because this is actually the Hr market is, like, one that many would think just that face value like, all the Hr crowd doesn't watch Youtube videos video.
Nate [0:34:48]: People watch Youtube.
Nate [0:34:48]: What like, it's the most popular video platform in the world right now.
Nate [0:34:52]: Like, it's outperforming Disney plus and Netflix, on Tvs at this point.
Nate [0:34:56]: Yes.
Nate [0:34:56]: So the opportunity for long form, especially for long form content now.
Nate [0:35:00]: Like, people are sitting down to watch Youtube instead of sitting down to watch a Sitcom or the news now.
Nate [0:35:05]: I just think this is the direction that the world is headed and thinking about it as a demographic is...
Nate [0:35:10]: I mean, it's important to think about that, but Mh.
Nate [0:35:13]: Everybody watches Youtube.
Nate [0:35:14]: I don't know a person that I interact with who doesn't watch a little bit of Youtube now and then.
Nate [0:35:19]: And to go back to your other point, like, I I really think that there's I think endeavor in content or any sort of marketing play that is a trust building exercise is an active courage.
Nate [0:35:32]: Yep.
Nate [0:35:32]: And Youtube is one of those things where it's like you're gonna give a lot.
Nate [0:35:38]: And the moment you try and turn it into a taking platform.
Nate [0:35:41]: Yep.
Nate [0:35:41]: And try and drive, like, really hard metrics around it is the moment that you start to make massive withdrawals.
Nate [0:35:47]: It becomes a self interested endeavor and like, I genuinely, I meet with our video team regularly and we have conversations about we prioritize what's best for our viewers not what's best for Nectar.
Erik [0:35:59]: Yes.
Nate [0:35:59]: And and it has to be that way.
Nate [0:36:00]: We're not constantly thinking how do we trick our viewers into becoming Nectar customers.
Nate [0:36:03]: It's like, no.
Nate [0:36:04]: Yeah.
Nate [0:36:04]: We're trying to build a brand, and we're trying to build a channel around the specific ethos around these specific problems and around the specific message, and that is all that matters, and we have to try...
Nate [0:36:15]: We have to trust that as we do that that the audience will respond in a really positive way and that that the outcome will take place.
Nate [0:36:22]: And if we don't do that, that's the risk because, like, don't do that, then that doesn't happen.
Nate [0:36:25]: Any sort of trust building play where you're genuinely prioritizing your community of of customers or prospects over everything else, it it requires a significant amount of courage and it requires some risk.
Nate [0:36:39]: But I think those are the the marketing plays that that stand out and that that make a big difference over the long term.
Erik [0:36:47]: Right?
Erik [0:36:47]: Yeah.
Erik [0:36:47]: Exactly.
Erik [0:36:48]: Like, let's go do everything that everybody...
Erik [0:36:50]: Let's go compete in the places that everybody else is competing that's more expensive than ever.
Erik [0:36:56]: Yep.
Erik [0:36:56]: Lower returns than ever.
Erik [0:36:58]: This does take courage, but it it also, like, if you if you just lay out the facts, like, you could say it's common sets.
Nate [0:37:05]: Yeah.
Nate [0:37:05]: In a
Erik [0:37:05]: lot of...
Erik [0:37:05]: Like, Everybody's watching Youtube.
Erik [0:37:07]: Let's try and create stuff on Youtube that people wanna watch.
Erik [0:37:10]: Yeah.
Erik [0:37:11]: And our brand becomes associated with.
Erik [0:37:12]: Like, if you just boil it down to that fundamental level.
Erik [0:37:15]: So obviously, we could spend many hours talking about specific Youtube.
Erik [0:37:20]: Strategies.
Erik [0:37:21]: Maybe let's take it in the final little bit here.
Erik [0:37:23]: If you could just give an eighty twenty.
Erik [0:37:26]: You're talking to another head of content friend.
Erik [0:37:29]: Has the runway with the internal leadership team, has the right philosophy?
Nate [0:37:34]: Mh.
Erik [0:37:35]: Wants to get something off the ground, but, like, doesn't wanna let perfection be the enemy of, like, getting this going essentially.
Erik [0:37:44]: So, like, what what would be, like, some eighty twenty whether that's three, four five things for them to think about it.
Erik [0:37:50]: You already covered some, the format, I really like that idea of, like, remix mixing and machine format ideas from non B2B to land, into potentially what might work for for your market?
Erik [0:38:02]: Shark tank for CFO
Nate [0:38:04]: Or exactly?
Nate [0:38:05]: Yep.
Nate [0:38:05]: Yep.
Erik [0:38:06]: No.
Erik [0:38:06]: That's a really a really good one.
Erik [0:38:09]: But, yeah, how would you...
Erik [0:38:10]: Any just kinda quick, like, what's the eighty twenty you would you would have them focus on?
Nate [0:38:15]: Yeah.
Nate [0:38:15]: The first thing I would focus on is, like, get really clear on what your channel is about and who it's for.
Nate [0:38:22]: Because I'm a big believer that a channel with, like, forty thousand subscribers that speaks that solves a a problem for a really specific audience?
Nate [0:38:31]: Yes.
Nate [0:38:31]: Is way better than having a million subscribers who who who all are just interested in, like, silly sketches?
Nate [0:38:38]: Yes.
Nate [0:38:39]: What what is the ethos of our channel?
Nate [0:38:40]: Who who do we wanna be and who do we wanna serve?
Nate [0:38:42]: And then I would start making, like, a huge list of topics that you could talk about, where you could provide an insight or a perspective that nobody else could provide, or you could act as a voice for a group that doesn't have a voice.
Nate [0:38:57]: Or you could, present information in a a new a newer or interesting way.
Nate [0:39:03]: And once you kind of think of those those topics or ideas or themes.
Nate [0:39:07]: And maybe they're, like, really popular, and maybe people are already talking about those things, but, like, what is the the new way or the new thing that you could add to the conversation, Then I would go study formats.
Nate [0:39:17]: Mh.
Nate [0:39:17]: I would go to a lot of research and figure out, like, what's working?
Nate [0:39:20]: Not only the competitors, the the people who are talking about the thing that that you're gonna be talking about?
Erik [0:39:26]: Yes.
Nate [0:39:26]: But also go into other industries and verticals and look at what's working and what's working in, like, the animation or the challenge space or the, you know, all these other worlds that people in my kind of realm are not that that we'll be competing with it that are not doing.
Nate [0:39:43]: So you'll discover formats that nobody else is is doing, you'll discover...
Nate [0:39:48]: I'll just use, like, mental health as an example.
Nate [0:39:50]: Mh.
Nate [0:39:51]: There are a bunch of different mental health channels.
Nate [0:39:53]: There's, like, there could be a channel dedicated Adhd.
Nate [0:39:55]: There could be a channel dedicated to Ocd, and like, it one one channel could be, like, really in...
Nate [0:40:01]: Details of, hey, this is, like, problem naming.
Nate [0:40:05]: Like, these are symptoms is how do you deal with it.
Nate [0:40:07]: It's like, kinda instructional videos.
Nate [0:40:08]: Another Adhd channel could be, like, almost comedy, like, little mini sketches of, like, this is what a life and a life is like in the body of an Adhd person.
Nate [0:40:19]: And that could really resonate with an audience.
Nate [0:40:20]: And then you could have a therapist, like, find studies do, like, reaction videos.
Nate [0:40:27]: They could watch, like, movies and be like, this character has Adhd.
Nate [0:40:30]: Let me show you how and have them come in, like, that the reaction video could be a completely different, thing, or you could go to like, an Adhd conference, and you could interview people, and, like, an honest on the street interviews could be another format, you're talking about the same thing.
Erik [0:40:43]: Yeah.
Nate [0:40:44]: But the way the format that you're using to talk about it is different.
Nate [0:40:46]: And there's probably something in that little niche of Adhd that I just listed that doesn't exist yet.
Erik [0:40:52]: Yes.
Nate [0:40:53]: That somebody...
Nate [0:40:53]: If they wanted to carve out their own space in that world, they could go steal that idea and be, like, this is the thing that we're gonna be known for.
Nate [0:41:00]: You could review Adhd books.
Nate [0:41:02]: Like...
Nate [0:41:02]: And the same thing...
Nate [0:41:03]: It could...
Nate [0:41:03]: It could be for...
Nate [0:41:04]: You could do this for accounting.
Nate [0:41:05]: Legal Eagle is a great example.
Nate [0:41:07]: Legal Eagle.
Nate [0:41:08]: He's a he's a lawyer who has, like, a ten million subscribers.
Nate [0:41:11]: And all he does is talk about...
Nate [0:41:13]: He's just a lawyer, and he just talks about current events and the legal...
Nate [0:41:17]: From the with with a legal...
Nate [0:41:19]: From a through a legal lens.
Erik [0:41:21]: Yes.
Nate [0:41:21]: But he does it in a a really cool and interesting format that engages people way, like, lot...
Nate [0:41:25]: Probably a big chunk of his viewers our lawyers and people in the legal field, but a lot of people just are entertained and interested in the topic.
Nate [0:41:33]: So yes.
Nate [0:41:34]: I think there's also an opportunity to think about, like, how can we make the problem that we sell solve a little bit broader.
Nate [0:41:40]: That's what we did with Nectar.
Nate [0:41:41]: It's like, Yes.
Nate [0:41:41]: If we don't wanna just serve Hr leaders, like, we wanna be the voice for all people who have a job.
Nate [0:41:47]: Yeah.
Nate [0:41:47]: And wish that the culture at their company was better.
Nate [0:41:50]: Yeah.
Nate [0:41:50]: Like, how do we fix it?
Nate [0:41:51]: Okay.
Nate [0:41:52]: Well, that's a much broader net than just Hr leaders.
Nate [0:41:54]: So is there a way to broaden the appeal?
Nate [0:41:56]: Is there a way to talk about these things so that is interesting to an audience beyond, like, Patty Gallo talks about, three different audiences like you...
Nate [0:42:04]: I'm not I'm gonna butcher it.
Nate [0:42:06]: I I'm not...
Nate [0:42:06]: I don't remember who it is, but it's essentially like, the people who are already subscribed in fans and then the people who are kind of discovering you and they're, like, one one circle out, and and then the third circle out is people who are just, like, vaguely interested in the topic?
Nate [0:42:20]: Yeah.
Nate [0:42:20]: Can you hook them in and get them even more interested when they start watching your video.
Nate [0:42:23]: So like, do you have a core audience, but think about how can I make this appeal to a wider audience, and that can help with the algorithm?
Nate [0:42:30]: So those those are some things I would think about.
Nate [0:42:32]: And then more than anything I would really, really hyper focus on really good packaging.
Nate [0:42:36]: Mh.
Nate [0:42:36]: So spend a ton of time on your titles, your thumbnails, and the first thirty seconds of your video to make it as compelling and interesting as possible.
Erik [0:42:45]: Yes.
Erik [0:42:45]: And many people doing this well once you start studying it more, spend as much time or more on the packaging than the actual video.
Erik [0:42:53]: Yep.
Erik [0:42:54]: Yeah.
Erik [0:42:54]: I think that this is a a great place to kinda end it.
Erik [0:42:57]: We can maybe do around two at some point and go even more like, another check in six months from now or whatever as you guys keep evolving your channel.
Erik [0:43:04]: But, yeah, it's a really inspiring example of what we can do.
Erik [0:43:08]: And in my opinion, it is inevitable that this is the way this is the evolution of marketing and B2B.
Erik [0:43:16]: It is inevitable.
Erik [0:43:17]: The question is just gonna be are you gonna be an early adopter?
Nate [0:43:21]: Yeah.
Erik [0:43:21]: Or a late adopter.
Erik [0:43:22]: And as we know with every marketing channel, it's usually best to be an early adopter.
Erik [0:43:28]: But this is the way people wanna consume content to your point, they're watching these videos.
Erik [0:43:32]: On their couch in their living right.
Erik [0:43:35]: Yep.
Erik [0:43:35]: More than Netflix.
Erik [0:43:36]: More people are watching streaming and watching Youtube videos than are watching Netflix every month.
Erik [0:43:42]: And so I think it's a good reminder for everybody, And also something to just, like, not be so afraid of as well.
Erik [0:43:49]: I know we can get really in the weeds on it, but, like, mh.
Erik [0:43:52]: It's an experimental platform.
Erik [0:43:53]: You don't have to have the perfect idea from day one.
Erik [0:43:57]: You're very likely gonna iterate it and evolve it over time.
Nate [0:44:00]: For sure.
Erik [0:44:00]: So Yeah.
Erik [0:44:02]: This was great.
Erik [0:44:02]: I would recommend.
Erik [0:44:03]: Obviously, we spent the majority of this conversation talking about it, but everybody should go check out Nectar Youtube channel to actually study kinda of what Nate was talking about here, like, study what is actually working on the platform.
Erik [0:44:15]: So go watch those videos.
Erik [0:44:16]: And go subscribe to the channel.
Erik [0:44:18]: Nate anywhere else, Like, if somebody wants to kinda learn a little bit more or connect with you directly.
Erik [0:44:23]: Anywhere else you'd recommend them to go.
Nate [0:44:25]: Hit me up on Linkedin.
Erik [0:44:26]: Nice.
Erik [0:44:26]: Yep.
Erik [0:44:27]: Awesome.
Erik [0:44:27]: Well, this is great Appreciate it, and we'll catch everyone on the next one.
Erik [0:44:31]: Bye.