About The Episode:
Philip Ruffini is a former Microsoft product manager turned content mastermind. Currently, he's focused on scaling a B2B media and content empire for Rupa Health. In this episode, he joins Blaine & Ramon to break down how to build a content machine, the strategy it takes to execute, the team players involved, and the nuance across video & content formats. This is a must listen for anyone interested in the power of building your own media arm as a business.
Today, we'll cover:
- Philip Ruffini's journey from Microsoft to short form videos, to heading up media for Rupa Health
- Crafting a sophisticated content strategy that speaks directly to B2B audiences
- The pivotal role of YouTube in Philip's growth strategy and the value of authentic engagement
- The significance of detailed SOPs in managing a global content team effectively
- The long-term vision for content ROI, harnessing everything from podcasts to magazine articles for lasting impact
What You'll Learn
1. Content strategy in B2B spaces
2. Growth through multi-platform content distribution
3. Importance of detailed SOPs in teams
4. Measuring ROI in B2B media operations
5. Twitter's potential for real-time engagement
6. Long-form content for brand trust
7. Repurposing content across diverse channels
Timestamps
00:00 Left agency, joined Rupa Health media team.
04:38 Tested content strategy increased average YouTube views.
06:15 Outsourcing podcast editing and social media management.
10:16 Discussing challenges and outcomes of content creation.
13:19 Frustrated by video performance, testing new topics.
19:27 Create medical content for practitioners and consumers.
22:34 Content team small, works on repurposing efforts.
24:34 Video editor selects mismatched clips, needs guidance.
29:11 Uncertainty about paid media on social platforms.
32:10 Authenticity trumps all in content creation.
34:00 Creating viral work from home setup, Twitter.
Career Fulfillment in Digital Marketing: "Just because agencies don't have a ton of fulfillment, you're not really going to build anything long term, and you don't really see compounding results."
— Philip Ruffini [00:02:22 → 00:02:29]
Growth Strategies in Digital Media: "Kobe was the one who started the podcast, which is going to be profitable by the end of this year, meaning despite all of our costs on, it's going to make more money than it."
— Philip Ruffini [00:04:03 → 00:04:12]
Growing a YouTube Channel: "And we basically had to just test and figure out what worked, because when I started, our YouTube videos average like less than 100 views, like most companies. And now they probably average like at least 2500."
— Philip Ruffini [00:04:38 → 00:04:49]
Viral Topic: Leveraging Social Media for Content Distribution
"The importance of leveraging social media for content distribution: It is a lot of effort to use your big Facebook page or Instagram page to drive traffic to podcast because people don't want to leave a platform."
— Philip Ruffini [00:05:45 → 00:05:54]
Maximizing Social Media Engagement: "I refuse to schedule anything because I think scheduling on LinkedIn actually hurts engagement."
— Philip Ruffini [00:06:19 → 00:06:24]
Viral Video Strategy: "If your video is longer than 30 seconds and you have more than 50% retention, you'll probably get 100,000 views. And it's like very clear. Just retention on watch time equals numbers of views."
— Philip Ruffini [00:13:08 → 00:13:19]
Content Creation in Medicine: "We create content for practitioners that is consumed by consumers."
— Philip Ruffini [00:19:28 → 00:19:32]
Maximizing Podcast Engagement: "I need you to pick out a clip before every new episode airs so we can post that clip to drive traffic to the new episode."
— Philip Ruffini [00:25:23 → 00:25:24]
Social Media Algorithms and Organic Reach: "But if you go through the logic, it's like, okay, if you're a brand and you start spending money to advertise your YouTube videos or Instagram posts or Facebook posts, do you really think these platforms are going to want to promote you much as organic?"
— Philip Ruffini [00:29:32 → 00:29:44]
Content Creation Authenticity: "And the one thing I really want to plug this, because this is my new learning past three months, which is like, when creating content, my biggest suggestion is just doing what is authentic."
— Philip Ruffini [00:32:10 → 00:32:18]
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Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Philip Ruffini - Head of Media at Rupa Health
