Have you ever thought about the impact of distribution on your content? Well, HubSpot’s YouTube team did, and the results were staggering – a 400% increase in views by cutting off external distribution. Yes, you read that right. In a world where more views are usually thought to be better, this unconventional approach turned the tables. Now, let’s dive into this unique case study that challenges the traditional content marketing playbook.
It all boils down to one key lesson – not all distribution is good distribution. And this revelation came from HubSpot’s head of YouTube, Carl Mueller, who spearheaded the initiative to streamline the channel’s performance by focusing solely on its core audience within YouTube.
The Road to the Chopping Block
Upon taking the reins as HubSpot’s YouTube lead, Carl identified a glaring issue – a high percentage of views were coming from external sources, such as newsletters, social media, and blogs, rather than directly from YouTube. This led to a disconnect in viewer behavior and ultimately impacted watch time and engagement metrics.
Recognizing the need for a change, Carl made the bold decision to halt all external distribution and refocus on engaging the existing YouTube subscriber base. The results were beyond expectations, with views and watch time skyrocketing by over 400%, proving that quality over quantity truly reigns supreme.
Making the Cut
By cutting off external distribution, the channel was able to build a more engaged and loyal audience on YouTube, leading to exponential growth in both views and subscriber count. This success defies the conventional wisdom that more distribution equates to more views, highlighting the importance of targeting the right audience at the right time.
Carl’s groundbreaking approach challenges marketers to rethink their distribution strategies and focus on cultivating a dedicated audience within the platform itself. By optimizing for the platform and aligning content with viewer behavior, brands can unlock the full potential of their content marketing efforts.
Takeaways for All Marketers
- Consider behavior patterns when sharing content with your audience.
- Prioritize on-platform distribution to maximize engagement.
- Optimize content for the platform to enhance visibility and performance.
- Set clear expectations to drive higher engagement and retention.
This case study serves as a powerful reminder that strategic distribution, tailored to the platform and audience, is the key to unlocking success in content marketing. So, next time you hit that share button, remember to think twice about where your content is going and who it’s reaching.