The Owned Media Thesis
Companies should own the media their target customers already choose to consume, not just rent attention from platforms and creators.
Topics
Topic hub
B2B YouTube
Most B2B YouTube fails because companies treat it like a place to upload content instead of a market to earn.
B2B YouTube works when the company understands what its customers already watch, what it has a real right to explain, and what production system can keep the channel alive after the first burst of enthusiasm fades.
Essays
The relevant pieces from the archive, newest first.
The Most Overrated Word in YouTube Strategy
Ideas matter on YouTube. But the industry has turned ideation into a caricature. The real advantage is the factory behind the idea.
The Best YouTube Channels Usually Look Broken
Perfect YouTube channels are expensive. The interesting ones usually have proven audience demand and obvious fixable problems.
YouTube Is Not Just Another Content Channel
Most companies think of YouTube as a place to post content. I think that undersells what it can actually become.
Related work
If this is the problem inside your company, the useful first step is usually a blunt diagnosis.
What audience should you own, what asset should exist, and what operating system would have to be true for it to work?