3 min read

The Growth Leadership Show #10 - Phil Nottingham

How to Use Video To Grow Your Brand And Create Demand

How to Use Video To Grow Your Brand And Create Demand

Video can still be a bit of a marketing mystery, especially for B2B businesses. During our conversation, Phil offers advice on where to start and how to use video to your grow your brand and create demand even if you’ve never used the medium before.

🤙 Street Cred: ex-Brand & Video Strategist at Wistia and Distilled

👋 Follow Phil: LinkedIn | Website

The Episode in Its Full Glory ✨

🍔 Three Favorite Takeaways from the Episode

1. Don't start with the strategy.

Most people when creating video (and content in general) start with the strategy, then go into content creation, on to distribution and at last measure the end result.

Phil recommends to do it the other way around. You start with what you want to achieve (measurement), how you'll want to distribute it, and only then do you go into strategy and finally content creation.

This distribution-first approach forces you to think about what the purpose of the content is, what assets and what channels you are dealing with and where the audience lives before you ever think about creating the content.

Long story short:
Develop the content strategy off the back of your goals and distribution targets.

2. The People who consume your content and the ones who buy your products often don't belong into the same bucket.

You should split your lead generation into two buckets: Your fans and your qualified leads.

The fans are the ones who love your content. They like your stuff, give you feedback, and recommend your content and services to others (even if they have never bough from you!).

The qualified leads are the ones who fit your persona or ideal customer profile (and ideally have already shown intent to buy from you).

While the former is measured by the level of engagement with your brand, the latter is measured by the level of engagement with your product or service (or potential engagement thereof).

And as Phil points out, the overlap of the two groups is obviously the most powerful (and they do exist) but are a rare sight. Even if it seems counter-intuitive at first, I have seen this phenomenon play out in most of our clients and prospect accounts as well.

Long story short:
Have different engagement strategies for the people who consume your content and are fans of your brand, and the people who (potentially) want to buy from you.

3. Heavily niche down your content to boost relevancy and engagement.

The most effective B2B (video) content that generates real business results is differentiated so much that it resonates only with a specific target group in a specific industry.

If you sell to businesses you don't need a huge audience, but you need a group of 100 (or 1000) people who absolutely love what you put out. They binge-watch your stuff like Game of Thrones, because it is so relevant to them.

These superfans are talking about your company, your content and your product any chance they get. As we learned in the episode with Rand Fishkin, ideally you have identified a group of people whom you target the content to who are influencers in your industry themselves and can spread your content far and wide.


Take a company like ProfitWell (pricing optimization software) and their YouTube Channel. They have one bingable series where they only do fun pricing page teardowns and one where they buy from DTCs hottest subscription brands to discover what happens when they cancel their subscriptions.

This is content geared ONLY towards marketers who care about monetization and retention. But the ones who do freaking love their content.