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
Connect with Justin Brown
Connect with Louise Brogan
Next Steps for Listeners
- Start with your frequently asked questions - these make perfect first videos
- Focus on beginner content - it attracts the largest audience
- Commit to consistency (even just one video per week)
- Optimise your video descriptions with resources and links
- Don't wait for perfection - start creating and refining as you go
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