So Samu, before I dig in and share the full blueprint that we're running right now to drive book calls and demos with AIS, give us a very quick snapshot of your business and also share with the audience what made

you choose us over at BreakingB2B.

Yeah, for sure.

So I run KS Media.

We are running... over 45 B2B YouTube channels.

Right now we have B2B companies, Build Pipeline from YouTube and Build Authority.

And so yeah, the reason I came to you guys is we've been helping you guys with the YouTube side of things for like one and a half years now.

If someone goes to SAMU's website, maybe they didn't know they offered a specific feature or a specific type of service or service specific industry so if we build out dedicated landing pages for each industry he serves landing pages for the offers for the features for the breakdowns for the icps that he's serving that not only helps customers but also acts as more lines in the water for google typically with the landing pages we'll build out we'll follow the problem agitation solution frameworks we'll introduce the offer talk about the problem that sammy's icp are facing around maybe struggling to create the right type of content maybe it's not visible maybe it's not being pulled into search results perhaps sammy you can of give a deep dive into some of the problems you solve and we can kind of dig into that

That's kind of the crux of kind of what is driving most of our pipeline book calls right now.

Awesome.

And yeah, to just give the most amount of value to the viewers, I want to just dive straight into each of these and just see what strategy you're using to get these numbers.

So yeah, I guess the first thing to start with is AI SEO.

Of course, that's what you guys do.

But a lot of AI SEO agencies, I feel like they don't do good enough job of, like, practicing what they preach, and I feel like with you guys it's very different because you guys are pushing it there as well.

So just what's the strategy there?

Then it encourages people to kind of hit through to YouTube and consume more and more of your content.

What next? Like, how do I know what to actually put in the video?

Yeah.

So like the next step in our process is once we have the video ideas, we start scripting them.

I mean, from us, what we really want to do is like two things.

So first, there's a, a proven framework of how to do YouTube videos, like how to do the hook, how to structure it.

For example, for the hook, we always want to have like, okay, what the video is about, why people should stick around, and also who we are.

Like, are we even qualified to talk about it? Like if you nail these three things, then that's a good hook, and you also don't want to make it long.

How do you think YouTube compares as it relates to AI slop? Is there a lot of AI slop on YouTube? Is it AI slop free? Something in the middle? How are you thinking about that?

Can you tell me a little bit more about that strategy?

Yeah, 100%.

So I actually, I made like a, a whole YouTube video about like what I use for like my YouTube and LinkedIn, and I think it was the best video I've ever made yet.

So, uh, definitely something, but I'll, you know, explain it here as well, is basically what I do is I have YouTube as like the place where I nurture people, and then I have my LinkedIn, where it's a lot more about like getting new eyeballs, reaching out to people as well through DMs, et cetera.

Uh, so what I have set up is kind of like a three-part flywheel.

Uh, the first part of it is, is LinkedIn, so that's where everything starts, and that's the organic LinkedIn content.

That's what I do.

And what do you look at in terms of the metrics to define whether or not this is successful or not successful?

Next up, we've got YouTube, a massively neglected channel for B2B and SaaS companies, and I've brought in my friend Samu to go through this segment right now

nowSo when it comes to YouTube, we always like to start with customer research, which Sam already talked about in this video.

It's super, super important.

That's always the first step.

And once we get clear on that, we dive deep into YouTube specifically.

Chances are that if you're in any sort of niche where you have multiple competitors, at least there's some sort of content already on YouTube that you can look at from either competitors or from similar niches.

And that's really important because the main way you can grow on YouTube nowadays is just really looking at the data, what has already worked when it comes to packagings of videos, when it comes to thumbnail styles, when it comes to title structures, when it comes to video structures, hooks.

If you can nail those two areas, it's gonna put you ahead a lot of other advertisers out there.

So I would say the biggest shift I'm seeing right now is trust.

So what I mean by that is, like, some people call it trust inflation, and I guess that's a real thing I'm definitely seeing more and more companies.

What this means is with the rise of AI content, with the rise of just competition on social platforms, more and more people are creating content, more and more people are putting stuff out there.

And also more and more people have been burned by these people that they believe on social media, bought something from them, you know, sign up for their service, et cetera.

And what that results in is that trust is at an all-time low, and that's sort of the game.

Like, you just have to kind of get used to it and, like, adapt to that new environment.

Double down on personal brand and content.

Do you have any advice for marketers on how they can take some of that load off their plate or ways if they are doing it internally, what they can do to streamline that process?

process?Yeah.

For sure.

So there are definitely a couple of things you can do to kind of make the process easier.

Some of the best practices are just, like, really, uh, nailing a framework for scripting.

So if for scripting and planning the videos, let's say, you know, there's a set amount of resources you use and materials, it, it makes sense to kind of maybe create a knowledge base using AI for that, like, whole, uh, material, uh, thing that you have.

So like, let's say a set of blog posts, a set of LinkedIn posts, and then you can use that knowledge base to, like, write scripts and help you write scripts.

We probably need a partner to help work some of this out, someone like yourselves, or they can try and work out how to do it in-house just to begin with." What should they be telling leadership that these are sort of the, the leading and the lagging indicators of success of YouTube? You know, what tells us, yes, we're on the right track, and then at what point can we start to look back and say, "Hey, YouTube's making a, a tangible difference to our business"?