The traditional B2B marketing mix of SEO, paid search, and content is no longer sufficient. Modern growth relies on activating word-of-mouth through a superior product, leveraging founder social presence for authenticity, and investing heavily in the creator economy (especially YouTube) to reach engaged B2B audiences.

When starting out, resist the pressure to immediately master algorithms and conversion tactics. Instead, follow your intuition and create content that is genuinely you for several months. This builds a sustainable brand and audience connection, which can then be optimized later.

Stop treating content as a purely artistic endeavor. The most successful creators apply rigorous scientific testing and investment to creative elements like thumbnails. They understand 'the science of the art,' using data to ensure creative work performs, rather than relying on trends or intuition.

Eric Coffey's YouTube channel began as a tool to avoid repeating advice. He created videos to be a scalable answer repository for common questions. This simple, utility-driven approach organically built a content library that established his authority and grew into a media business.

Structure your YouTube channel with two distinct calls-to-action. Use most videos to build trust by linking to other content, encouraging binge-watching. Then, create occasional "deep dive" masterclass videos that serve as the primary funnel to your lead-capture landing page.

Instead of only planning future content, systematically tag every published piece with its topic, performance metrics, and the pain point it addresses. This creates a data-rich, reusable library that allows you to identify and remix your most successful content ideas.

YouTube's algorithm now reads the full video transcript, making traditional keyword SEO obsolete. Success depends on optimizing for the recommendation feed, which drives 70% of traffic, by maximizing click-through rate and average view duration.

In an AI-driven world, optimizing for website traffic is a losing game. A better long-term strategy is to create high-value content (podcasts, videos, newsletters) across various platforms. This approach helps people directly and simultaneously feeds the large language models that are increasingly becoming information gatekeepers.

Researching abandoned podcasts within your niche is a strategic way to uncover content gaps and audience demand. By searching keywords your ideal listeners use, you can identify topics that were popular but are no longer being served, providing a roadmap for your first dozen episodes.