Evergreen vs trending content mix

In this episode, Louise sits down with Justin Brown, co-founder of Primal Video and one of the most successful entrepreneurs featured on the podcast. With over 11 years of consistent YouTube content creation and a seven-figure business built primarily through organic traffic, Justin shares invaluable insights on leveraging YouTube for B2B growth, lead generation, and building a sustainable online business.

Key Topics Covered

YouTube as a Business Tool

• Why YouTube isn't overcrowded - it's actually an untapped opportunity for most businesses
• How YouTube functions as both a search engine and discovery platform
• The longevity of YouTube content vs other social platforms
• Why 96% of viewers are new to your channel (and why that's normal)

Content Strategy

• Creating evergreen vs trending content
• The power of beginner-level content (even if you think it's "too basic")
• How to optimise for YouTube search
• Batching content for efficiency (Justin's record: 8 videos in one session)
• The one-video-per-week consistency strategy

Monetisation & Lead Generation

• YouTube ad revenue and how it works
• Affiliate marketing as the biggest revenue stream
• When to consider sponsored content (and when to say no)
• Using video descriptions as "soft sell" resource pages
• Building email lists organically without paid ads

Technical Tips

• Playlist strategies for discovery and organisation
• End screen optimisation (viewer choice vs YouTube recommendations)
• How to structure videos to maintain viewer attention
• Why you should mention calls-to-action early in videos
• Linking to competitor content (yes, really!)

AI in Video Creation

• The difference between AI tools that help vs AI-generated content
• Using AI for editing, research, and planning
• Why authenticity and human connection still matter
• The concept of "AI slop" and why to avoid it

Timestamps

[00:00:00] Introduction and welcome

[00:01:00] Justin's background and Primal Video journey

[00:03:00] Is YouTube too crowded? Debunking the myth

[00:06:00] The longevity of YouTube content

[00:08:00] Batching content strategy

[00:09:00] YouTube as a lead generation funnel

[00:13:00] Understanding YouTube analytics (96% new viewers)

[00:15:00] Video descriptions and linking strategies

[00:18:00] End screens and viewer retention

[00:20:00] Playlist optimisation

[00:23:00] Getting started: What videos to create first

[00:25:00] Monetisation strategies

[00:27:00] YouTube memberships and scaling

[00:29:00] Affiliate marketing insights

[00:30:00] Sponsored content considerations

[00:32:00] AI and the future of video content

[00:38:00] Keeping the human element in content

[00:39:00] How to work with Justin and Primal Video

Key Quotes

• "There's no better opportunity than now to be putting yourself out there, your business, your company out there, and people are using these tools as search engines."

• "We have videos now that 10 coming up on 11 years old that are still getting views today."

• "YouTube for us is traffic. We don't run paid ads."

• "The video that I procrastinated around for a long time and did not wanna make because I thought it was too beginner turned out to be our biggest video."

• "96% of our views are from people who aren't subscribed."

Resources Mentioned

• Primal Video YouTube Channel
• Primal Video Plus (membership programme)
• Descript video editing tool
• Ask Justin AI (chatbot)

Connect with Justin Brown

• YouTube: Primal Video
• Website: Link to Primal Video

Connect with Louise Brogan

• LinkedIn: Louise Brogan
• YouTube: Raise Your Visibility Online
• Website: WWW.LOUISEBROGAN.COM

Next Steps for Listeners

1. 
   
2. Start with your frequently asked questions - these make perfect first videos
3. Focus on beginner content - it attracts the largest audience
4. Commit to consistency (even just one video per week)
5. Optimise your video descriptions with resources and links

1. Don't wait for perfection - start creating and refining as you go

Subscribe to Raise Your Visibility Online for more conversations with business owners and industry experts who leverage LinkedIn and video to attract leads and scale their ventures.