Announcement: Marketing Against the Grain

yeah i feel like i could rule where i know i could be what i want to from at all in in like a day's on on a road less travel never looking back what's up everyone the sam for my first million so today today's a special day you are getting a special episode the two guys who decided to buy my company their names are karen flanagan he's the sv of marketing at hubspot and then kip bad he's the cmo of hubspot they they've decided that they love my first so much that guess what they decided to launch their own podcast is actually pretty great i've been listening to it they've been getting going and i love it it's called marketing against the grain and it's a podcast all about how to capitalize on marketing trends before they blow up and in this clip they're gonna explain how youtube can beat apple and spotify and win podcasting and they're also gonna talk about web three apps and how they will literally pay you to exercise it's pretty interesting these guys are are are kind of geniuses they are definitely two of the guys who are most responsible for this acquisition of the hustle they're really really sharp i look up to them so check it out it's called marketing against the grain and it starts now youtube can win podcasts yes because it actually has a better distribution engine than apple spotify any of these other platforms for podcasts which is searched because the death of most podcasts is there is zero long tail equity can you listen to a show then it disappears mh youtube would search has all of that equity and i curious to get your opinion on what do you think about that move by youtube and what do you think the long term plan here here it's for a podcast period i'm fascinated about what you just said i wanna break it down a little bit more for the listeners before you even go down this if you think about this first segment of the show kieran is dropping some up on youtube and its advantage of the podcast space the reason for that is youtube is the second most popular search engine in the world after google and if your business and you've got a podcast or if you're an individual you've got a podcast basically how you attract people is knowledge through word mouth and people knowing about the name of your show and looking for the name of your show listening subscribing because they basically have that branded search term and they know what your show is called what it's about there's very little traffic it comes from people looking for topics right that they want to just listen to a bunch of different podcast podcasts on and that latter part is what youtube you know nails right you can look at specific topic specific guests much better youtube search than you can in spotify search or app podcast search because those traditional podcast platforms are anchored around the hosts and the name of the show versus the content of the show itself right and i think we're are gonna move to world longer term where the content is more important or just as important as the host and so that means if you are a business or individual doing a podcast you can't ignore youtube and the fact that youtube is now gonna start giving you money to make a version of your show which takes some of the video production and editing expense away that is just a no brainer because then you're gonna see growth and that growth is gonna allow you to fund better and better investment yep into the work you're doing on youtube so i is a huge opportunity for creators and i think we're gonna see the rise of podcasting on youtube really take off over the next twelve to day eighteen month the thing that i think that most podcast is for every engines miss is one of the big ways that you can get people into different podcasts is through related podcasts like you'll you like this thing you probably like these other things which is what large proportion of your traffic youtube will come from related videos some of it will come from search but a lot of it actually comes from recommended videos and all podcast podcasts discovery engines are predicated on here are other podcasts you like because you listen to this podcast they all miss out on here are other podcasts you like because you enjoyed this guest right and i think youtube can do those things much much better it shows you that audio as a format podcast in particular it still has some tons of discovery problems and so when you're thinking about your marketing strategy you're thinking about the stories you're trying to tell audio is a powerful tool with deep engagement but wow there's still some underlying flaws in the infrastructure and how people experience and discover audio stories today alright so everyone listen to this episode i wanted to do a very special episode that i'm calling the twitter episode i wanted to take the best and brightest from twitter and instead of having a guess i wanted to talk about fascinating things from twitter then we'll tilt everybody's is listening perspective on growth okay this was given to me by a matt barbie matt barbie it has a lot of great crypto knowledge if you wanna check him out on twitter and you're gonna love this one so you know the apps str not my run right i'm a big str user yeah i i'd use it for my hikes i use it to track my peloton absolutely so would you sit down a web tour like how do you disrupt an app that it's just still ubiquitous for the thing it does across the the smartphone you're like oh jeez that's really hard really hard let me talk you through a great example that matt and i were talking about web three there's an app called step mh and step is so dope right it is a basically it combines like fitness when it played to earn game so what they've done is they've built the actual app like a map my run or a str where you can log in and you can actually do your exercise and attracts you but the thing you can actually do is you can go and buy an n t within their apps so you can buy these different t's a different kind of sneakers mh walk sneaker a jog sneaker a run sneaker each n then comes with ranges that you need to stay within when you are either walk running or jog and would you stay within those range for each ten minutes of activity you earn thirty dollars through this sla of blockchain that to me people look tangible examples of why web three companies will be able to win and disrupt web two companies that that is an example of a of a company that actually is using web three mechanics to do something differentiated and better right it's differentiated and better so this is important this is this is really important that's an awesome example i'm gonna go use the app i'll take thirty bucks i love money i'm might bash it in saying that but this is a really important point for everybody listening so i wanna slow it down a second so when you're listening to the news or you're on twitter and people are talking about n t's and web three it seems like really abstract and futuristic and stupid and like it's really easy to like nay all of it i get that a lot of it is gonna be crap and a lot of it's gonna fall away but at its core when you think about the difference between the last generation in the internet and the next generation of the internet understand that it is a massive change in incentives and the ability to incentivize exactly and that the last version of the internet your whole job was to make a product or value proposition ten times better than it was before in the next generation of the internet it is making something somebody thought was impossible impossible mh did you ever think it was gonna be possible to get paid to exercise exactly that's what you just said yeah somebody gets paid to exercise exactly do you know how how much of a massive impact that has on humanity if you pay people to exercise you what it does to hospitalization rates insurance rates all of those things it makes something that you thought was impossible possible and if you can't pull that magic trick out as a business over the next ten twenty thirty years you're not gonna exist yep because that is the game that is going to change don't think about the technology think about the change in customer experience and that move from impossible to possible is that change right so i think in the future really understand incentives is going to be a marketer core skill set to acquire customers within the future right really understand how to to incentivize your community so i went down a rabbit hole as always kept i didn't just stop and go that was cool that's a real good example of a app incentivize and how you could actually disrupt these players and do great marketing and get people using your app versus these apps i went into other incentives that are cool for marketers to know about i wanna run some of these bayou you please learn earn so let me bring the listeners through learn earn exchanges use learn to earn to get you to actually use the exchange and start to trade coins and if you do those things and complete exercises they will actually deposit free coins into your account what a great incentive to get someone do you actually start to use your product there are other sites out there i think rabbit hole is an example of a site that aggregate all these tutorials together and the reason they're doing that is they're acquiring traffic to their site and then they're able to get brands to pay their money to run these tutorials through their site to promote those products and those brands actually give people free coins to start to learn about their products use their products so i think learn to earn is another example of in the future you could go from the impossible to the possible which is i could incentivize people within a freemium product to do the core actions that i know translate to that person probably becoming a customer probably to retain and better mh and i can incentivize them through a token and again i think it's just a really clever it would be a really clever incentive in the future to actually help get people to learn use your product and incentivize community around the product look again people right now are going into debt for education in the world we live in right now we're going to move to a world where you're gonna get paid to learn like that is a massive societal change and if you're a marketer and you can make that change in the little part of the world that you're involved with sooner rather than later that is an unfair competitive advantage that will last for years right alright that's a wrap so if you'd like what you heard click the link of the description in the episode so alright alright that's a wrap alright that's a wrap if you like what you heard click a link of the description of the episode in this podcast listening setting app that you're using or search marketing against the grain on apple spotify and you know the drill wherever you get your podcast talk to you y'all soon we'll see in the next my first million episode i feel like i could rule where i know i could be what i want to from at all in it like a day's off on a travel never looking back