B2B marketers are overlooking the greatest distribution engine out there.

Distribution is everything – yet B2B marketers are overlooking the greatest distribution engine out there.

I’ve never watched or listened to a full Lex Fridman podcast episode.

(I guess I’m not that much of a tech bro. I do like IPAs tho.)

But I constantly watch clips from his podcast when the Youtube algorithm recommends these to me.

Not shorts. Regular clips.

And that’s what is brilliant about his or Joe Rogan’s or even Steve-O’s podcast – they make long shows that have a lot of shareable moments in them.

And then they cut them up and put them out. 2-15 minute clips.

Each video has one specific idea, one specific headline, and it doesn’t require much commitment to consume.

Total opposite of full podcasts.

And Youtube is the ultimate distribution engine.

It knows, based on your search history, whether you might like content around pricing strategy, ABM demand gen, or Johnny Knoxville’s bull riding injuries.

It will always find you fresh content on these topics.

And will serve these in a much slower and skimmable way than YT shorts.

Also, regular YouTube content really doesn’t expire.

Unlike on other platforms.

So, all of that increases the odds of content being discovered and consumed.

Yet no B2B brand is doing it. (Except Refine Labs)

Right now, everyone just uploads their hour-long webinar, podcast recordings to YT.

And leaves them there.

Yes, companies repurpose content for LinkedIn.

Or if they are hip, for TikTok and Youtube shorts.

But regular YT clips from long-form content – an underutilized opportunity.

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