B2B content marketing is not the same as general content marketing on Instagram, TikTok, or YouTube.
Most creators are trying to get as many views, followers, and subscribers as possible.
That makes sense when their primary revenue comes from platform advertising and sponsorships.
That is not how most B2B companies make money.
Your money comes from people buying your product or service.
This completely changes the objective.
You do not need the most followers or views.
You need the RIGHT people to trust you.
Your goal should be to create fans, not collect followers.
A fan will buy your product or service. Even if they never buy, they may recommend you to someone who will.
You create fans by consistently producing content that helps them or their business.
My YouTube Channel
I recently passed 20,000 YouTube subscribers after more than two years.
Most of my videos barely get 1,000 views. Embarrassing I know.
However, since the beginning of 2024, I have sold more than $9 million in products and services through the channel.
I do not use elaborate editing or have much production value.
I also ignore many things I probably should do, including optimizing titles, thumbnails, introductions, and YouTube SEO.
The entire strategy is centered around long-form video.
All of my content on other platforms, including LinkedIn, points people toward my YouTube videos.
How I Create the Videos
I start by knowing exactly who my customer is:
A male agency owner, 25 to 34 years old, running an agency making $500,000 to $5 million per year. This group represents 80% of my customers.
I research the problems this person has. In many cases, I already know the problems from my own experience.
I compile those problems inside a spreadsheet and determine which type of video would explain each one best.
I create a document that explains the problem and provides a five-step solution.
I then record a video walking through the document.
The production is simple.
The information is what matters.
I try to maintain enough quality and consistency that when someone finds a solution to one problem, they look through my channel for solutions to their other problems.
It is reasonable for them to assume that if I solved one problem, I probably have videos addressing the others.
I also develop frameworks that make complicated concepts easier to understand and remember.
My entire strategy is built around getting the right person to watch more than seven hours of my videos.
If I solve their problems, give them useful frameworks, show them real examples, and get them to spend seven or more hours with me, they are no longer just a follower.
They become a fan.
At that point, I occupy a completely different position in their life than someone they followed after watching a 30-second video.
Hope this email was worth your time,
Matthew Larsen
PS. I have seven new YouTube channels (Lessons, Strategy, Case Studies, Audits, Marketing, Q&A, Action Steps) and am posting on average 25 new videos per week across those. This is in addition to my main channel which I am reserving for only my best stuff (courses, long-form audits, case studies, etc.)
I made a feed that pulls all of them into one page at https://matthewblarsen.com/video if you want to bookmark it and stay up to date
(If you clicked yesterday and got a broken link, sorry. This is the right link now. Not a 404.)