Distribution First We Wasted 8 Years on Organic Growth (Here’s What Finally Worked) ft James Carbary
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Feb 18, 2025 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.
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Organic Distribution Challenges
- James Carbary's agency, Sweetfish, relied on organic distribution for video podcasts.
- This led to churn because organic reach was insufficient for niche B2B clients.
Invest in Paid Media
- Allocate paid media budget to boost content distribution.
- Don't expect immediate ROI, but track self-reported attribution.
Matching Distribution Spend
- Spend as much on distributing content as producing it.
- Leverage LinkedIn's Connected TV ad platform and YouTube targeted ads.