We Wasted 8 Years on Organic Growth (Here’s What Finally Worked) ft James Carbary
Feb 18, 2025
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James Carbary, founder of Sweet Fish, specializes in video podcasting for B2B clients. He reveals why he believes organic growth alone isn't enough. James discusses integrating paid media to boost visibility and engagement. He shares practical tips on effective ad formats and targeting on platforms like LinkedIn and YouTube. Additionally, he emphasizes the importance of cohesive strategies that blend organic and paid approaches to foster audience trust and connection, while optimizing production and distribution for maximum impact.
Relying solely on organic distribution can hinder content visibility, necessitating a strategic investment in paid media for targeted demographics.
Engaging formats and diverse content segments, such as gamification, can significantly improve listener retention and overall podcast enjoyment.
Deep dives
The Shift to Paid Distribution
Relying solely on organic distribution for content can be limiting, especially for niche markets. With platforms like Spotify and Apple focusing mainly on established shows, creators may struggle to reach new audiences. The discussion emphasizes the necessity of reallocating part of paid media budgets to enhance content visibility, rather than only investing in traditional methods like eBooks and webinars. By putting financial resources into platforms such as LinkedIn and YouTube, marketers can target specific demographics effectively and ensure their content gets seen by the right people.
Navigating the Challenges of Organic Reach
Distributing content organically on platforms like YouTube requires attention to several factors, including thumbnails, titles, and the compelling nature of ideas. This complexity can lead to frustration, especially when appealing to audiences in specialized sectors, such as HR and supply chain logistics. The podcast points out that focusing solely on organic views may not yield optimal results, often resulting in high churn rates for produced shows. Therefore, diversifying distribution channels is not just beneficial but essential for capturing the attention of a targeted audience.
Maximizing Content Value with Paid Media
Investing equally in distributing content as in producing it can lead to greater long-term growth and loyalty among viewers. The recommended approach involves spending on tactics like thought leader ads and targeted promotions to amplify the reach of high-quality content. This strategy not only builds a solid subscriber base more quickly but also ensures consistent engagement. The podcast reveals insights on adapting content marketing practices to treat paid media as an integral part of the content strategy, rather than an additional cost.
Creating Engaging Content Formats
Incorporating various segments and engaging formats into podcasts can enhance listener retention and appreciation. The approach includes utilizing gamification and creative discussions that draw listeners into the conversation, thus making the experience more enjoyable. For example, implementing short quizzes or scenario-based segments allows for more dynamic interactions among co-hosts. By creating engaging content, marketers can effectively attract and retain an audience, which is especially crucial in competitive niches.
Have you ever asked yourself if organic distribution is enough to propel your content to the right audience, or is paid media the secret ingredient? I sat down with James Carbary, founder of Sweet Fish.
James has spent years perfecting the art of video podcasting for B2B clients and navigating the complex world of organic and paid content distribution.
By the end of our conversation, you’ll have a clear understanding of how to smartly leverage both organic distribution and paid media to ensure your content reaches exactly who it needs to.