Speaker 1
My challenges, ok, how do i achieve my own goal and also make other teams happy? Like, how do i make sure that, i would love to know, like you hinted at something interesting that i've felt personally in marketing, like a thing oben in content ar ik 15 years now, which is crazy. There are these, like, certain projects that you remember because you felt differently about the work you did compared to lie previous projects. I you look at it, and maybe you figure it out eventually, but sometimes you're just like, something was deeper here, in the way than the audience like connected to this. But not everyone listening is going to be in marketing. So, like, can we just talk through that difference? What were you used to feel about the work? And then how did this feel? Yes, m, i would say it's probably the first time i got like emotional responses from the audience. Viewers havewe wont to to call them. In the past, there isn't much to be emotional about, to be honest. Like, how, how how emotional can people react to like, a block post of like, seven wayst do x or, you know, women are about how to build your, your content strategy, or whatever likeis it's mostly about work and how tos. And, you know, very tactical stuff. That's what a lot of the content, most b to b companies produce because, you knoww we are told that that's what what people look for on ongugo or else. So this is the first time where it's really, it's really sharing, like, a personal experience and a personal story, am without a lot of worry about whether this is actually going to sell anything, or that it would help us convert a. I mean, not to be fair, in the beginning, we, we said an objective to, ah, generate some kind of leats, like, we wanted to get m c ls, and we tried to get subscribers to the show, but it didn't work at all. Like we a, it was just open. There was no reason for people to subscribe really. I think we got a couple of hundred subscribers in the end, but not that, like, huge or amazing, but like, you know, that people ere watching, because we see the views. And then we also get the responses, qualitative responses. Even to day, like 19 months later, people, we're still talking about it. Our recruiting team still use it to, like, you know, approach candidates and higher people. And so it's just the, you know, content impact an roi is something that cannot really be measured, you know, lenor way, like a demandgen ad thing. Sos just saying that we didn't really worry so much about, what am i saying? Are we like, a leading people to the next step? Or, you know, the typical content, a content thinking, which is like, ok, now i'm talking about thought, leadership, awareness, stuf, and i'm going to lead them to conversion, whatever. Like, it was none of that. It was very like, what's the story? We wrote it like a story, like a series. We, you know, thought about it like a, like, ye desire, obstacles, a persont like pera character evolution, so all those things like you would write like an actual film or a series. And and just worried about, how do we make this story interesting? Like, how do we get people comingbak and wanting more? Like, how do we create a binch worthy show? Instead of thinking about, it's discuna geramy leads, or is it our people goin ot? Should we like, show the product a bit? Or, you know, can we show a use case here? Like, so there was none of that at all. And i think, you know, people now, theyre very sensitive to that when you try to, you know, secretly sell, they can sense it immediately from a thousand miles. So i think people felt there wasn't any of that. And it was really just pure story telling. And they liked that. Yes, it's ultimately a story about starting a new job, not some huge world changing story. But when you start a new job, that is a huge world changing story to you. The team at three 60 learning embrace that. They acknowledge that. To others, this a project meant to share some kind of blue print or tips and tricks, or how tus for starting a new job. Instead, this was the ultimate, oh my god, i feel seen kind of project. As a result, this mid sized company in a massively competitive space stood out. They created an unfair advantage for themselves against bigger players with more resources and endless amounts of competition they face. And they achieved that precisely because they did not focus on the competition. See, when we pay more attention to the audience than to the industry, the audience pays more attention to us.