James Carbary's Linkedin Analytics

We just did a “first look” of the intro of our client’s very first video podcast episode…WITH THE CLIENT. A day after we filmed it. Before they even left our studio. I am falling in love with in-person production and having a strategy and production team that’s all under the same roof. You can move so much faster. Collaborate so much more. And our clients reap the benefits of that. The future of Sweet Fish is BRIGHT. Dang, this is fun. #ByeByeCommodityContent

Want your podcast to perform better everywhere? Break it into segments. Most B2B podcasts follow the same tired format: 30–45 minutes One host, one guest (a new guest every episode) A long list of questions Segmented shows, on the other hand, are: → Easier to consume → Easier to clip and repurpose → Easier to promote across social → And a whole lot more fun to host At Sweet Fish, we build shows with intentional segments. Each segment has a purpose. And more importantly, a personality. Because let’s be honest: no one is binge-watching a 45-minute interview with no flow. But they will binge a show with personalities they see themselves in. Segments unlock personalities.

We don’t guess what your podcast should be about. We reverse-engineer it. Here’s how: First, we map out the industry trends your audience is already searching for. Then, we pinpoint where your hosts have authority and insight to contribute. That overlap? That’s where the podcast lives. Because when your show speaks to high-intent topics and showcases real expertise, it stops being just “content.” It becomes a Discoverability Engine. Your audience finds you while they’re trying to solve real problems. They hear smart voices unpacking those problems in a way that actually helps. And the trust builds from there. Sweet Fish is more than a video podcast vendor. We’re a strategic partner from strategy all the way through targeted distribution. Wanna build deep strategy into your show outta the gate? We might be the partner for you. Let’s chat.

If your podcast sounds like a pitch or a product demo...stop. The best B2B shows aren’t selling devices. They’re trust builders. That’s why we design personality-led, co-hosted shows. Because people don’t wanna crack open an ice cold Dr Pepper Zero with a brand. They wanna share that sweet sweet sugar free goodness with a human. When your show has a real voice, someone with opinions, quirks, and actual chemistry with their co-host, you’re not just filling airtime. You’re creating relationships at scale with anyone listening to the show. That’s how you stay top of mind with the 97% of your market who aren’t ready to buy yet. And when they are ready? They already trust the people behind the mic. And that trust? It transfers straight to your brand. Let’s stop creating shows that sound like sales decks. Start building ones people actually want to spend time with.

There’s a massive difference between impact and activity. And most marketers are on the wrong side. Most marketing teams are content factories. Churning out post after post. Cranking up the SEO machine. Checking boxes on a content calendar. We’re building something different. We build trust engines. We don’t create 150 AI-generated blogs to hit a quota. We create strategic, personality-driven content that earns attention and keeps it. Content that actually helps your audience. Positions your team as experts. Builds affinity over time. Because trust compounds. And a loyal audience will serve your brand for decades. Don’t settle for output. Build equity.

We don’t just build podcasts. We build content platforms. A podcast isn’t the end product. It’s the starting point. → It’s your brand voice in motion → Your POV, unpacked weekly → A system for consistent thought leadership → A scalable engine for video, social, blog, email, and more At Sweet Fish, we don’t just hit record and hand you a few audio files. We build a full content ecosystem around your show. One episode becomes: → Full-length audio and video episodes → Social clips → LinkedIn posts → Blog articles → Email content → Social ads → Sales enablement material Suddenly, your podcast isn’t just a podcast. It’s your marketing flywheel. Strategic. Consistent. Repurposed by design. Because in B2B, attention is hard to earn. When you get it, you better make the most of it. Are you looking to build a video-first content engine? We can help. Let’s chat.

We start every single show we launch with deep audience analysis. Because we don’t create shows to explain what you do. We create shows that speak to what your audience actually cares about. We map out the high-intent trends in your space. Topics your ICP is already thinking about. Then we find the overlap: → What does your audience care about? → What can your hosts speak to with authority and personality? That’s where your podcast lives. Right in the middle of curiosity and credibility. So no—the podcast might not be about your latest product feature. But the trust your co-host builds on that mic? It transfers. So when we drop a midroll ad or a CTA in the show notes pointing back to your brand, it actually lands. Because by then... Your audience isn’t just listening. They believe you. Thinking about creating video content that actually sticks? Let’s chat.

Video podcasting isn’t about leads. It’s about leverage. Everyone’s chasing short-term ROI. But the smartest brands are playing a longer game. They’re building audiences. Audiences: → Open doors → Build trust → Give you a platform no algorithm can take away Those who have the audience have all the power. So yeah—your podcast might not “generate a lead” this week. But it might earn you influence. It might turn a stranger into a fan. And it might make your brand unforgettable. That’s leverage. And that’s the game we play at Sweet Fish

Fun is the energy. Structure is the engine. We talk a lot about making B2B shows fun. Because it matters. If your co-hosts aren’t enjoying the process, the content suffers. No one wants to watch or listen to a show that feels like a chore. But here’s what people miss: Fun without structure? Burnout waiting to happen. And you’ll never end up reaching your goals. At Sweet Fish, we make shows that are both magnetic and methodical. Creative segments that keep the format fresh. Recurring themes so the audience knows what to expect. A calendar built around your team’s actual bandwidth. Batch recording days that feel like a hangout, but produce months of content. Repurposing systems that turn one fun episode into dozens of strategic assets. The vibe is real. But the backend system is tight. Because consistency doesn’t come from inspiration. It comes from a system. Want your show to be fun and effective? You need both: the spark and the structure.

Most B2B podcasts aren’t shows. They’re interviews with a thumbnail. No characters. No recurring segments. No chemistry. No story. Just another expert answering another set of questions on a Zoom call. Probably the same questions they answered on someone else’s podcast last week. Your audience isn’t looking for more content - they’re looking for a show they can fall in love with. Think about your favorite show. You don’t keep watching because the guest list is impressive. You keep watching because the hosts have chemistry. The segments make you laugh. The banter felt like hanging out with friends. You FEEL something when you watch it. At Sweet Fish, we believe every B2B brand has the potential to create a show. Not just a podcast. That means: Recurring segments. Co-hosts with real chemistry. Inside jokes and callbacks. A distinct POV. Personality-led content isn’t fluff. It’s how you earn attention in a world drowning in mediocre content. Ready to build a show your buyers actually want to binge? Let’s talk.

Don’t just build an audience. Build characters your audience can follow. Look at Colin & Samir, or any creator-driven brand that’s built real community. It’s not just the cameras. It’s the character arcs. We don’t just come back for the content. We come back to see what they’ll say next. B2B brands can do the same thing. Make your hosts the main characters in a niche your buyers care about. Let them grow in public. Let them disagree and evolve. Let them bring personality, not just polish. Because people don’t follow “brands.” They follow people they can root for. And when those people are attached to a brand, that trust and affinity translate. We create shows with hosts that feel like characters. Relatable, flawed, opinionated, and consistent. That’s how you turn a podcast into a strategic communication platform. And an audience into a fanbase.

Your video’s success on YouTube lives or dies by the thumbnail. If your thumbnail doesn’t stop the scroll and spark curiosity, fear, desire, or status...your best ideas won’t get seen. At Sweet Fish, we treat thumbnails like ad creatives. Because that’s exactly what they are. We’re asking: → Does the expression spark emotion? → Is there tension or contrast? → Does the copy trigger curiosity without giving it all away? Too many B2B brands spend hours producing great content, then slap a logo and some text on a thumbnail like it’s an afterthought. Then wonder why views are flat. YouTube is the second largest search engine in the world. And the first place many of your buyers discover new shows. If your thumbnail doesn’t win the click, your content doesn’t get a chance. No matter how good the content is. Invest in thumbnail design like it matters. It’s 80% of the game.

Most brands have a discoverability problem. They spend money on fancy video production that ends up NEVER getting in front of the people they wanna reach with it. That’s why we don’t just launch podcasts at Sweet Fish. We build discoverability engines. It’s a simple but powerful system: Plan → Produce → Promote. Plan: Get clear on the audience persona, get on-air talent that clicks with that audience, and outline the value you want to deliver before you hit record. Produce: Create co-hosted shows, themed content series, and segment your episodes so they’re built using a full-funnel approach. Promote: Push content across YouTube, LinkedIn, podcast apps, and your website with a paid strategy that guarantees the content is actually getting in front of the right people. This isn’t a one and done thing when your first episode goes live. It’s continuous to make sure your content is always improving and reaching your ICP. It’s not about just making content. It’s about turning multiple people from your team into digital besties with your ideal buyers.

This is what it looks like to do content right: - In-person recording for real co-host chemistry - Segmenting episodes for better flow - Batch production (because consistency matters) - A strategic third co-host to connect with various segments of your audience - Going all in on YouTube The team at CSI DMC isn’t just making content. They’re building connection with the exact audience they want to reach. Partnering with them has been a BLAST.

The most important part of launching a B2B podcast? It’s not the gear. Or the artwork. It’s not even the topic. It’s the on-air talent. If the person behind the mic hasn’t lived in the shoes of your buyer, your show is going to fall flat. Think about the shows you actually love... They connect because the hosts get you. They’ve lived what you’re living. They’ve earned the right to speak. It’s why “My First Million” works. Why “All-In” works. Some people follow Dave Gerhardt because of what he did at Drift seven years ago. Their insights hit because they’re grounded in lived experience. Meanwhile, most B2B brands hand the mic to a marketing manager with zero lived experience in their ICP’s world. They may be smart. They may be good on camera. But if they’ve never done the job of the person they’re trying to reach… They’ll never land the ‘inside baseball’ language. Or be able to tell the war stories. They just won’t resonate. The host IS the show. And the best hosts are reflections of the audience.

The ROI of podcasting isn’t leads. It’s leverage. Leads come and go. Ad budgets rise and fall. Algorithms change on a whim. But audience? Audience gives you long-term, compounding leverage. Leverage to launch new products. Attract partners and talent. Lower CAC. Outlast the next marketing trend. And video podcasts? They’re more than content. They’re the foundation of your content engine. They help B2B brands own their audience…not just rent it. Because when you’ve built a show your buyers actually want to watch, you don’t have to chase attention. You command it. You don’t need permission. You have the platform. Stop measuring podcast success by pipeline alone. Start measuring it by how much leverage it gives your brand.

AI can help scale content. But it can’t scale trust. We use AI every single day at Sweet Fish. Ask anyone on our team...I’m obsessed with it. It helps us: → Bring clear language to the POVs of our clients → Build character archetypes for our co-hosts → Develop creative topic ideas in lots of different niches But none of that matters if the substance that gets delivered on-air sucks. And the best content - the kind that actually builds trust with your audience - is still 100% human. It’s a founder telling a raw story. A VP pushing back on an idea based on their lived experience. Co-hosts with real chemistry and a point of view. That’s the part AI can’t replicate. And it’s why our shows are always built around people first. Smart strategy, powerful tools, top shelf production - absolutely. But at the center? Human voices. Real perspectives. Co-hosts your audience actually want to hear from. AI is awesome. But trust is human-powered.

Man, I love this work. Spending the day on-set with Lindsay, Rick, Georgette, Paul, & Larry today…and I’m gonna blow their minds with the best chips & queso this side of the Mississippi tonight. Life is REAL good, y’all. #ByeByeCommodityContent

5 years ago, I wanted freedom FROM work. Delegate everything. Build systems. Empower leaders. The goal? Build a business that wasn’t dependent on me. Because that’s how you create a valuable business, right? And to some degree, I still believe that’s true. You should build a company that isn’t dependent on the founder. But in the last few months...something shifted. I’ve gone from wanting freedom FROM work... to finding freedom IN the work. It happened when I got back in the trenches - developing shows, executive producing for clients, building narratives that make people feel something. And I realized…I freaking LOVE this work. Not all of it… But helping brands build trust at scale? Creating content that resonates with actual humans? That’s where I come alive. We used to “crank out” content. Now we build personalities. We turn subject matter experts into voices people actually want to follow. That’s not just different work. It’s more meaningful work. And I’m feeling the freedom in it.

Most podcast intros are killing your retention. In 2025, attention is earned or lost... fast. The first 30 seconds of your podcast episodes should: → Spark curiosity → Tease conflict → Include your hottest takes → Or make your audience feel deeply understood That’s it. At Sweet Fish, we treat intros like open loops. We ask: What would make someone NEED to hear what comes next? Because if you don’t hook them immediately, it won’t matter how good the rest of the episode is. Don’t start with the topic. Start with the tension.