Long-Form Content Vs Social Shorts For Lead Gen

Paid subscriber growth often stunts organic YouTube engagement. Nate Woodbury, CEO of Be the Hero Studios and YouTube business strategist, differentiates between ad-driven and organic channel strategies. Learn why dedicated channels for paid and organic content are essential, how disruptive ads affect conversion, and how frequent organic uploads drive comments, leads, and ad revenue. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iHereEverything.com.

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  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical life span of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

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  I'm Benjamin Shapiro and joining me is Nate Woodbury, the CEO of Be The Hero Studios. Nate has produced over 60 successful YouTube channels that specialize in using YouTube for business. And today he's going to explain to us how to turn your viewers into customers. Double down or diversify? If you were focused on advertising to promote your YouTube channel, would you double down on buying impressions for video views or diversify into trying to buy subscribers?

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  So here's where my answer might disappoint.

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  Whoa, whoa.

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  So where I say advertising can be a great first step, I would actually recommend that you keep two separate channels, one for advertising and one for organic. So I actually don't know the answer to your direct question of diversifying or whatnot, just because I don't really. And a lot of the ad space, but what I can say is the audiences are different. When you're doing a paid ad campaign, it's an interruptive or a disruptive type of marketing. They want to watch one thing, but they're interrupted for a minute to watch an ad first. And it's kind of annoying, right? And then if they do watch an ad, they're like, how long is this ad gonna be? And only a percentage are gonna click on them to enter into that funnel. Versus what I'm talking about is on the organic side of YouTube.

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  People are searching for a question. They want to find my videos. They don't feel like they're being sold to. So you're building two different audiences. The paid ad side, if you're actually building subscribers that way, it doesn't really translate into a healthy, vibrant channel if people love your content. I have a client who built his channel. His name's John Cristana. You can actually go check out his YouTube channel. I'll give you some real numbers because I have permission to share this. He used paid ads to build his channel to 65,000 subscribers. He wanted to be a big YouTuber. He wanted to have that much influence. He, he had a successful business at that point. He was bringing in six million a year. He teaches affiliate marketing and he's an expert of paid ads.

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  So then he learned about this organic side to YouTube and he hired me to produce his channel for a year. And we stopped doing any ads. We stopped all ads on YouTube. We just started doing five episodes a week of this organic content. We did that for a year. I guess I need to give you a before and then an after. So before the 65,000 subscribers, there were no comments. There was no ad revenue because he was paying for this. There's just no real engagement and it wasn't generating leads because he wasn't using the ads to generate leads. He was using ads to generate subscribers. And so he did, but then he didn't generate leads. Okay, so then we switched over to this organic campaign. 12 months later, he had a quarter of a million subscribers. So we grew it to that. He had a vibrant comment system.

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  Like there was just a lot of engagement on the channel. It was a massive lead generator. I don't know revenue numbers to tell you, but I can say that the ad revenue was 18,000 in month 12. So hopefully that gives a contrast of the ads versus the organic. If you want to continue doing ads, I would create two separate YouTube channels.

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  All right, Nate, well, I appreciate you coming on the podcast. Thanks for telling us all about YouTube and how to use it for lead generation.

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  Yeah, absolutely. Happy to be here. Happy to share. If you want to learn more about the LEAF strategy, I do a weekly webinar where I show you behind the scenes. It's theleafstrategy.com.

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  Theleafstrategy.com. All right. And that wraps up this episode of the Martech Podcast. Thanks to Nate Woodbury, the CEO of Be The Hero Studios for joining us. If you'd like to contact Nate, you could find a link to his LinkedIn profile in our show notes, or you could see his YouTube content, or visit his company's website at betheheroestudios.com. If you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit that subscribe button in your podcast app or follow us on YouTube. And if you'd like to be a guest on the Martech Podcast, head over to our website, martechpod.com. All right, that's it for today. But until next time, my advice is to just focus on keeping your customers happy.

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  Thanks for listening to the Martech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit ihereverything.com.