James Carbary

Founder

Sweet Fish

We help B2B brands do Owned Media. On a mission to produce every leader’s favorite corner of the internet.

Let's chat. SweetFishMedia.com

Creator House

Hosting creators, marketers, and executives. I somehow figured out how to turn Mario Kart & hot tubbing into a job.

B2B Growth

Lessons learned from the most engaging content on the internet.

Executive Producer

Entrepreneur Media

Contributor

HuffPost

Worth Day

Worth Day was born out of the idea that we shouldn't need a special occasion to celebrate somebody we love.

Generous Giving

Generous Giving is a non profit organization whose mission is to spread the biblical message of generosity and grow generous givers among those entrusted with much.

I had the incredible privilege of advancing Generous Giving's mission through managing the daily operations from the Orlando office.

Operations Director

Tyler Technologies

Tyler Technologies is a leading provider of end-to-end information management solutions & services for local governments. 

During my time with Tyler, I helped implement the Odyssey software solution into the Miami-Dade county court system.

Implementation Specialist

ETA Logistics

ETA Logistics provides transportation logistics at large events across the United States.

During my time with ETA, I managed helicopter operations for our NASCAR client base. I also managed ground operations at Super Bowl XLVI-XLVIII, the 2012 Final Four, and various NASCAR & IRL racing events. 

Hiring contract labor, overseeing the budget, and sourcing local ground & helicopter operators were a few of my responsibilities.

Second Director of Operations

Lover of Jesus, Lisa, JJ, Red Vines licorice, and B2B content marketing.

WHAT WE DO: We help B2B brands do Owned Media. Our work revolves around an episodic show. We use that content (plus some) to build a multi-channel media brand on YouTube, social, podcast, and a newsletter. So if you want to build your market’s favorite corner of the internet…we’re your people.

WHO WE HELP: Content-focused leaders at B2B companies.

WHY IT WORKS: Because the media brands we build create brand affinity. Brand affinity drives pipeline and revenue. 

We offer a means for your audience to feel an irrational bias towards your brand. They find you irresistible and irreplaceable. They pick you and stick with you – against the odds. 

People make emotional choices in who they subscribe to, buy from, and share. We offer a means to develop that emotional connection which becomes so potent, they become biased in your favor. No competitor matters. YOU are their favorite.

The pinnacle of an emotional connection between your audience and you is that they declare you to be their favorite. 

That doesn’t mean biggest or even “best” in any academic or objective sense. That’s not how people make choices. Our favorite shirts, restaurants, and sports teams aren’t always the biggest or best, nor do they need to be for us to dedicate our time and dollars to them. THAT is what we want for you: your audience dedicates their time and dollars to you, not a competitor.


READY TO TALK? You can email me at james@sweetfishmedia.com or text me at 405.206.8580

"CONGRATSSSSSS! I'm so happy for you!!! 🥂✨"

"Wait..? You're talking about LinkedIn?"

When you try to explain what you do to your family as a B2B marketer, it doesn't always go as planned 😎

Felt this before? You're not alone.

Being a B2B marketer is like being a spy.

No one really knows what you do for a living.

Especially not your family.

"So you just browse social media all day?"

"And they pay you to do that?"


P.S. That's why I built The Creator House.

To connect B2B marketers like you to others.

So you can celebrate your engagement together.

(And actually know what each other are talking about)


We've got some EPIC stuff cooking up...

Want to learn more?

Hit me up below


Happy Friday to you marketers!

CONGRATS ON YOUR LI ENGAGEMENT THIS WEEK

Your content was 🔥✨

I see you

✌️

--

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We Produce Podcasts for B2B Brands | Founder of Creator House & Sweet Fish (3x Inc. 5000)

What is The Creator House and how does it connect B2B marketers?

What are some challenges of being a B2B marketer?

Your marketing should do more than just "educate."

This Duolingo April fools campaign had me 🤣


They even brought in social trust:

Backed by Science:

“The average human spends 14 minutes every day sitting on a toilet. Yet, our work shows that it only takes 5 minutes a day to learn a new language. Our learning scientists have systematically engineered a new bottom-up approach to language acquisition.” — Dr. Suzanne Diamond


And the fake reviews are *chef's kiss*

“Keeps my language learning on a regular schedule.”

“More fun and softer than the textbook I was previously using.”

“Mi gato es un abogado. My cat is a lawyer – and I am a bit more fluent in Spanish! Never thought I’d laugh so much on the toilet.”


Reminder:

Your role as a marketer is more than just educating.

You need to find ways to entertain, inspire, etc.

That's how you build your winning brand moat.

Education alone is often not enough.

Invest in your marketing moat.


P.S. You can still check out the landing page:

Roll[.]Duolingo[.]com

--

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Owned Media Agency for B2B Brands | Founder of Sweet Fish (3x Inc. 5000)

What was Duolingo's April Fools' campaign?

Why is it important to invest in marketing moat?

You can be a top 1% podcast with only 21 episodes.

Why? 99% give up before then.

When it comes to podcasting, consistency is king. 👑

Studies show that 90% of podcasts don't make it past episode 3.

And of those that do? The next 90% quit before hitting episode 20.

Let that sink in for a moment. By simply publishing 21 episodes, you'll find yourself in the top 1% of podcasters worldwide. 🌍


When you consistently put out quality content, magic happens:

→ You build trust with your audience 🤝
→ You tune up your skills and find your voice 🗣️
→ You establish yourself as the authority in your niche 💪

Think about it this way: would you rather listen to a podcast that releases sporadically, with months between episodes? Or one that reliably delivers value every week?

1. Consistency breeds familiarity
2. Familiarity breeds trust
3. Trust breeds a loyal following 🙌


Are you looking to start a new podcast?

We've produced over 350+ shows at Sweet Fish.

We'll help you claim that top spot for your brand.

To build your audience's favorite corner of the internet.


P.S. our B2B Growth Podcast passed 5 million downloads.

Have questions? Hit me up in the comments ✌️

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How important is consistency in podcasting?

So you want to build a media company?

The first step is realizing you need 2 distinct budgets.

1. Marketing budget
2. Media budget

Both are investments.

And they should not share the same P&L.

The problem? Media gets lumped into marketing.

But media is not just another line item within it.

When you group them together you risk this common situation


CEO: "We need more leads -- that media stuff isn't performing"

So what happens next? This cycle:

Demand programs get ramped up.

Media investment gets cut.

And this cycle repeats.

Andddd repeats...

Over and over.


That's why most B2B companies end up paying $$ to acquire media companies.

Because they haven't had the financial model internally to build.

(And they end up paying wayyyyyyy more to buy than build)



When you separate your budgets, 2 important things happen:

You track the impact of your media .

1) Lowers your Customer Acquisition Cost (CAC)
2) Can add tens of millions to your company's valuation.

There have been dozens of media companies bought for $MM recently.

Start building one within your company today.

Or risk falling behind / being forced to acquire later.

Play the long game.

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It’s not official until it’s on LinkedIn…

So the Creator House is now OFFICIAL.

If you’re looking to create some content with decision makers at your target accounts, host an epic team retreat, or film some customer interviews…let me know.

We’d love to host you, your team, and your customers!

We Produce Podcasts for B2B Brands | Founder of Sweet Fish (3x Inc. 5000)

How can team retreats benefit my company?

What do I need to know about content creation?

What are the benefits of conducting customer interviews?

Audiences tune into creators for more than content.

They tune in for a creator's personality.


That's whyyyyy co-hosted shows are the future of B2B.

(As someone who's produced over 300+ interview-based shows)



1) Big name interview guests don't drive that much growth

Big name guest won't drive as much of their audience as you think.

They've mastered their own distribution.

They're big names for a reason.

AKA: Big names pretty much never promote their episode with you. Because they have their own stuff on their channels to promote...so they don't need to. 


My experience:

My interviews with GaryVee, Noah Kagan, and Simon Sinek were some of our lowest performing episodes (I was shocked when I realized that).



2) Co-host chemistry gets better every episode

Versus interview-based shows? It resets at zero with every guest.


The biggest problem that I've seen first hand with the 300+ interview-based shows we've helped build...is that the content, quite frankly, isn't that interesting.


I think that happens for a couple big reasons:


- It's very hard to create chemistry between a host and a guest (even with a pre-interview). It's very easy for a host to just nod and agree with everything the guest says (because it would awkward if you pushed back on someone you barely know). Pushback and disagreement are content GOLD. It's hard to have that without chemistry. 


- Hosts typically let their guests choose the topic (based on the guest's expertise)...but it's really hard to know if those topics are actually interesting to the people you're trying to reach. This is why I LOOOOVE co-hosted commentary. When 2 (or more) co-hosts who have chemistry are COMMENTING ON timely or relevant content in your space that's already popped off in some way...you've just validated that your topic is interesting before you ever hit record.


- It's very easy for the narrative of the show to be non-existent (or at least disjointed)...because the spotlight is on a different guest's POV every single episode. So there's usually little to no continuity in the overarching message (unless the host is VERY intentional)


📌TLDR; Co-hosted commentary is the future of B2B.



P.S. Looking to launch a new show?

Hit me up in the comments if you have questions!


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Why don't big name guests promote their episodes?

How does co-hosted commentary validate the topic?

Salesforce+ has driven $600M in pipeline.

Let that sink in for a moment. $600M. From a content platform.


That's the power of owned media when you do it well.


This was the headline from Colin's talk at Goldenhour.

Colin Fleming is the EVP of Global Marketing at Salesforce.

And he gave us the full behind the scenes performance.



The wildest part?

They stood it up in just 2.5 months.


AEs get an email every month with the content deets:

It shows them what content their accounts are consuming.

And the average consumption of Dreamforce content? 155 minutes.


This proves a point I've been making for yeeeears:

No content is too long, only too boring.

Bingo.


If you create engaging, valuable content that your audience actually wants to consume, they will stick around.

They will binge.

They will keep coming back for more.

Salesforce+ is a testament to this.

They're not creating short, snackable content.

They're creating in-depth, substantial content that truly dives into the topics their audience cares about.

Shows like:

Pivot with Prof G and Kara Swisher

Ecopreneur, which explores how you can be a platform for change

They're tackling big, meaty topics. And their audience is eating it up.


So, the next time someone tells you your content is too long?

Point them to Salesforce+.

$600M in pipeline says otherwise.


The key is to focus on quality over quantity.

To understand your audience and create content that hits.

Content they can't find anywhere else.

That's the future of content marketing.

Creating their favorite corner of the internet.


👋 P.S. Are you looking to launch a show?

But you don't know where to start?

Hit me up in the comments!


How can Salesforce+ help me drive pipeline?

Increase your surface area of luck. Focus on the 97%.

Because most buyers aren't ready to buy today.

But you can win their trust for tomorrow.

When they are ready to purchase.

So they think of you first.

That's the power of media.

But in B2B?

Too many marketers focus on the 3%.

And end up paying a higher CAC later on.

Because they only focused on demand programs.


The best marketing programs have a hybrid approach.

→ Brand fuels demand
→ Demand fuels brand

It's the most powerful flywheel you can create.

But it requires investment in both.

And a unique approach to content.


Your media content should focus on a lot more than educating.

Your media should entertain, challenge, and inspire.

Media content is not about creating leads.

It's about building trust at scale.

Reframe your approach.


Your future CAC will thank you ✌️

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Reminder: you don't build a media brand overnight.

Media is an investment. So you win the long game.


Mr Beast only added 75 new subscribers in his first FOUR years.

ONLY 75. Imagine if he had stopped four years in?

He hit his inflection point at year five.

And another in his seventh year.

And a BIG one at year eight.

Check out his growth # s:

Year 1 - 1
Year 2 - 10
Year 3 - 25
Year 4 - 76
Year 5 - 1,003 --> First inflection point
Year 6 - 1,955
Year 7 - 28,927 --> Second inflection point
Year 8 - 1,047,042 --> Defining inflection point
Year 9 - 4,727,599
Year 10 - 18,073,754
Year 11 - 34,746,190
Year 12 - 61,680,980
Year 13 - 94,901,362
Year 14 - 151,049,576
Year 14 - 184,000,000 (and still counting)


The same is true for your media investment in B2B.

Short-term thinking gets short-term results.

Invest in your marketing.
Invest in your media.

Remember -- they are separate.


P.S. Are you looking to build a media brand?

Our show B2B Growth, has over 5 million downloads.

We've produced over 354 unique shows across 9+ years.


Have questions? Hit me up in the comments.

Building media brands is what we do 👊❤️

The biggest mistake in B2B content?

Putting your company first. Not your audience 🙅‍♂️

As B2B marketers, it's easy to fall into the trap of creating content through a company-centric lens. After all, it's our marketing, right? 🤔

But here's the thing:

The most successful creators?

They are obsessed with putting their audience first.

That's why THIS should be your golden rule in B2B.

Ask yourself this before you start creating:

→ "Are we making this because our audience truly wants it?"
→ "Or because we WANT our audience to want it?"

It's a small distinction.

But it makes a big difference!

When you prioritize your audience first?

Their needs and interests over your company's agenda?

Freaking magic happens like this:

→ Your content hits on a way deeper level 
→ Your audience becomes more engaged and loyal 
→ Your brand stands out in a sea of sameness 

Think about what they want to see.

Not just what you want to say

📌 Remember: Content is not about you. It's about them.

P.S. Start your content with "You." -> NOT "We."


--

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What are some best practices for creating B2B content?

The best marketing feels like entertainment.

Not just "marketing". That's why your brand needs a show.


Because shows and podcasts don't feel like marketing.

They feel like entertainment.

They help you build fans.
They help you build trust.

In an authentic way at scale.


I built Sweet Fish 9 years ago based on this idea.

Since then, we've produced over 354 unique shows.

Helping brands create fans for life.

That's the power of great shows.


So in celebrating our 9th year, I'm looking back...

At all the awesome shows we created over almost a decade.



📌 NEXT UP: "Raising Heights w/ Zach & Tori"


PERFORMANCE STATS:
→ 91k podcast downloads in first three weeks across 3 episodes
→ 761,000 views on YouTube alone in first 3 weeks 
→ Over 3 million social impressions 
→ 803 reviews



LEARNINGS:

1. Stop overthinking your mistakes. They might be what you need.

After being nervous in episode 1 and asking to cut their nervous retakes, we used that to humanize them in a trailer/show open, and many reviews pointed to that specifically as what they liked about the show.  

They liked how they were brave enough to laugh at their mistakes. Same with the kids interrupting their recording session. They wanted it out, but we instead shined a spotlight on it...and the audience loved it.


2. Don’t be afraid of your hosts. They trust you if they picked you. 

They don’t need to approve and have their hands in everything.  

In 8 episodes they trusted us to pick social clips, cold opens, motion graphics, YT thumbnails, and we only had 1 video where the selection itself was an issue.  


3. Stay in your lanes for the best possible relationship when it comes to expertise.

If they’re trusting you in what you’re good at, trust them fully at what they know.  

We had a moment where we needed a last minute edit over one word, but it was extremely important to them. This isn’t the time to step in and say “sorry it’s too late” or “the audience won’t care, that’s such a small thing”. 

If it’s in their expertise, and they’re telling you it’s important...believe them

--

P.S. 🎙 Are you looking to start a show?

Our own show, B2B Growth, has over 5M+ downloads.

We've produced a total of 354 unique shows over 9 years.

Have questions? Hit me up in the comments.


Building media companies and shows is what we do 👊❤️

B2B companies need to make this switch to win today:

Go from "company first" → "audience first"


This is why Amazon puts an empty chair in every meeting.

To remind the team that the customer is the # 1 focus.

You need to do the same with your B2B content.


Here's the best question to ask yourself:

(Do this before you start any draft)

1. Does the audience ACTUALLY want this?
2. Or do WE want our audience to want it?

The best content marketing checks ego at the door.

Yes your idea might sound cool in a meeting.

But your audience should make that call.

Not how you're feeling about it.


Think like the best creators.

Obsess over your audience.

Not your internal ideas.


P.S. How do you stay audience focused?


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British Airways — "Take your holiday seriously"

You should take a strong stance vs. your enemy.


But first, check out this great copy:


"Hi there,

I have received your email.

I have printed it off.

And now I'm using it to light flaming cocktails for the whole bar.

Best,

Lucy"



The best media brands ALWAYS do this.

They pick a fight with their # 1 enemy.

The enemy in this case for BA?


❌ Companies who want people to be online 24/7.

We've all felt that at some point before.

And that pressure hits people too.

Especially during your vacations.
So they keep their slack on.
They keep their email on.

And they don't reset.

Which is a mistake.



That's why I LOVED this campaign from BA.

P.S. You should check out their other creative. Hilarious.

It's a great example of taking on your enemy as a brand.

People will connect to that *feeling* and link it to BA now.


P.P.S. We finished up a company retreat for Sweet Fish a couple weeks back 🌴

Dropping a video tomorrow about it -- Stay tuned.

Now brb, going to light this post on 🔥✌️


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Interview vs Co-hosted Commentary Podcast

Me: "Let's start a podcast"

Them: "I'll invite some guests"

Me: "No guests — let's co-host!"

Them: "But we need thought leadership..."


*Mortal Kombat music starts*

Me *flying roundhouse kick into the pool*


Me: "WE'RE the thought leaders"


/fin

😂✌️

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Why is thought leadership important in business?

What are some tips for starting a successful podcast?

I haven’t been under 200 lbs for (at least) 20 years. Probably closer to 25.

But 2.5 years ago when JJ was born…I finally woke up to the reality that the way I was treating my body was going to take decades off my life.

Those first 2 years were a roller coaster. Crazy restrictive diet that wasn’t sustainable…followed by a crash that brought all the weight back.

But 6 months ago, something clicked. 

Those first 2 years allowed me to figure out what would work and what wouldn’t work for me.

Here are the 3 things that have helped me lose 40 lbs since Nov — with lots of confidence that I’ll be able to keep it off this time around.

1) I started tracking stuff

My WHOOP tells me how well I slept, what zone my heart rate is in (zone 2 for the win), and how many calories I’ve burned.

MyFitnessPal helps me track everything I put in my mouth. It’s wild how much this has helped me — it’s hard to pound an entire bag of chips when I know I have to enter 3,000 calories into an app.

2) I hired help

I’ve spent millions of dollars on talented people for Sweet Fish over the last 9 years…but for some reason, I couldn’t stomach hiring a personal trainer until about a year and a half ago.

The accountability of having someone waiting for me at the gym has been a massive difference maker for me.

3) I tweaked my goal

For the first 2 years of my health journey, my goal was “don’t die at 50.”

It was too vague and too distant to motivate me day to day.

So at the beginning of this year, my wife and I started a 6-pack competition.

If I get a 6-pack first, she has to fold laundry for 3 months. If she wins, I have to take JJ to and from daycare for a month.

It’s crazy how this silly little competition has somehow motivated me more than NOT DYING lol. 

Alright…enough health talk. 

Tomorrow it’s back to helping B2B marketers think like creators :)

Happy Sunday!

What are the benefits of hiring a personal trainer for weight loss?

How does WHOOP help track sleep and heart rate?

How does MyFitnessPal help track calorie intake?

No alternative text description for this image

Company: Hello there


Me: Hello?


Company: Check out our content


Me: Uh okay um, it's kind of boring


Company: No but look at it...


Me: It's just about your product

Why should I care about this?


Company: You should buy it


Me: I don't really need this right now


Company: Look, I just need views


Me: Yeah, no thanks. This isn't really relevant to me right now.


Company: But my KPIs...


VERSUS:


Company: Hi, check out our content


Me: No thanks, oh this is actually useful information that's relevant to our industry.


Company: No problem, just happy to help.


* MANY MOTHERS LATER *


Me: Turns out, I really do need that product.

I wonder who I should buy from...


/fin


📌 Reminder:

B2B content doesn't have to be boring.

Media brands build trust and affinity.

That keep you top of mind when they're ready to buy.

You should play the long game.


P.S. Looking to build your media brand?

That's what we do at Sweet Fish.

Hit me up in the comments.

✌️


h/t to Scot Leonard on our team for this EPIC video.

Make sure to give him a follow 👊❤️



♻️ Now Repost and buy our product. Actually, buy 5. 😎


There are close to ~5 million podcasts today.

Your brand needs to stand out to get attention.

But are you investing in the right areas?


Quality content capture matters.

It’s why you’ve put so much energy into:

- Your content topics
- Your clothing
- Your audio

But have you done the same for our background?

* pause and ask yourself right now *

Why this really matters:

Having a distinct background with the right lighting and camera angles not only makes you stand out from competitors, but helps your audience connect a unique look to your brand.


Maybe it’s not a lack of KNOWING you need it...

But you don't know HOW to design and build it.


We've heard this over and over from our audience.

So we just launched a new service to help you do just this...


Sweet Fish is now offering full set design & staging.


TLDR;

We work with you to confirm design details and then fly to your location to build a set that’s uniquely you.

We've produced over 350+ shows over the last 9 years.

And we've built some pretty epic sets in the process.


So. Looking to make your podcast stand out?

👋 Shoot me a DM for the details


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