It’s no secret, most B2B content feels lifeless and overly cautious. And even though we have proven research that says the bolder and braver the content the better your engagement will be, it’s rare to find B2B content that isn’t bland–or another obvious statement labeled as the latest ‘hot take.’
Today we’re exploring why traditional approaches to B2B content often fail to captivate audiences, the dominance of video, podcasts, and the influence of dark social in decision-making. It’s time B2B marketers challenge the status quo of "safe" content and rethink their approach to storytelling, tone, and audience engagement…but how do you actually do that?
Tune in with us as we sit down with James Carbary, founder of Sweetfish Media, for a masterclass on how B2B brands can break free from outdated content norms. From the power of co-hosted commentary to the importance of embracing imperfection, John and James dissect the mindset shifts needed to produce not just good content, but memorable and impactful content. Whether you're a seasoned CMO or just beginning to explore content strategy, this episode delivers the inspiration and tools you need to escape mediocrity and take your content to the next level.
KEY MOMENTS IN THIS EPISODE:
0:00 – Intro
5:32 – Why is there an abundance of un-engaging, boring, and ineffective content in B2B?
12:41 – So...how do I create inspired, well executed, and courageous content, on a B2B budget?
23:38 – Cohosted commentary: why it's more engaging, and more successful, than the interview style we see so often
27:44 – The secret to behind-the-scenes relationship building for better on-stage conversations
36:58 – What is a 'media brand', and how do you get buy in?
45:17 – Hard Truth: 99% of the time, that 'hot take' is actually a common opinion
52:55 – What's the difference between 'content marketing', and just 'marketing?
1:00:37 – If getting buy-in to create bold B2B content is the hardest part, this should be your next step
1:07:42 – Advice for folks trying to work up the courage or struggling with imposter syndrome when taking on the role of a 'creator'
James is married to the kindest human on planet Earth. His wife Lisa was a dolphin trainer at Disney World for 12 years, and is now pursuing her Master’s degree in Marine Mammal Science. Their son JJ, and foster son Zion, are currently being trained up to love God and add value to people’s lives. Team Carbary is on a mission to inspire millions of people to pursue Jesus, family, and growth.
Professionally, James is the founder of Sweet Fish (3x Inc. 5000 video podcast agency), Creator House (video podcast production studio), and B2B Growth (top 100 marketing podcast).
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