show episodes
 
Carlos Pacheco and Tom Martin here, we are two marketing and YouTube veterans who have worked behind the scenes helping producers and online creators build channels to audiences of millions. In each VIP episode, we give you our two cents (whether you like it or not) on what's happening on YouTube, the strategies that the professionals do behind every successful YouTube channel. Join us as we discuss YouTube strategy and channel strategies, how the industry and the platform are shifting, and ...
 
Welcome to Anatomy of a Strategy! Recorded in Toronto, Ontario, Canada, hosted by Tara Hunt, a 20-year digital marketing veteran and CEO of Truly, and Stefani Forster, journalist, content strategist, and Creative Director of Truly. (Previously co-hosted by Carlos Pacheco) AOAS is a marketing podcast that explores the hidden psychology and behaviors that drive marketing strategies. It’s not about marketing per se. We don’t celebrate and rehash case studies as much as dissecting the culture in ...
 
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show series
 
Carlos sits down with Jonathan Weilbaecher SVP. Strategy & Audience Development at Little Monster Media Co. to discuss YouTube's evolution, the Algorithm, YouTube Shorts and finally Jonathan’s predictions about the direction creators and YouTube are taking in the not too distant future. Connect with Jonathan Weilbaecher: linkedin.com/in/jonathanwei…
 
Tom is excited to have a new operations assistant helping him with his backlog. Carlos is busy assisting clients with their Amazon distribution while reassuring other clients about the lower January views. In this episode, the boys explore the numerous benefits of having your content on YouTube and share their experience and struggle convincing rig…
 
Happy New Year! What's new? Carlos went from condo living to a big home in rural Quebec, rarely goes outside and is looking at pickup trucks. Tom is managing a full workload and homeschooling due to the lockdown in the UK. Tom celebrates 10 years working on YouTube, Carlos is in his 9th! Hashtags on YouTube? The boys explore using hashtags on youtu…
 
It’s December! We made it! 2020 has been a year like no other. Tom gears up for a hectic holiday work schedule. The house is decorated and the radio is playing Christmas music 24/7. Carlos is surrounded by boxes as he gets ready for the big move! This time last year, the boys made some predictions about 2020, let’s see how they did and what they pr…
 
Tom is so busy he’s hired minions to do his tasks. Carlos is ready to leave the city. Vid Summit 2020 was different being 100% virtual but delivered great value! Tom gave a live talk about increasing your monetization on youtube using the assets you already have. Show links!! https://vidsummit.com/ Tom's VidSummit 2020 talk VidSummit 2020 Summary P…
 
Tom’s in strict lockdown. Carlos is moving from the city to rural Quebec. Quibi, the short-form video platform is shut down after billions invested. The boys take a deep dive and pick apart why they think it was doomed to fail. Show links!! VIP Ep 43 Down with OTT https://en.wikipedia.org/wiki/Quibi Mr Beast was turned down by Quibi Phil Ranta Link…
 
Tom is swamped and needs help with the nitty-gritty of his OTT Distribution, What is OTT? What platforms are available? Where do I start? How do you get your content on there? What do you need to get on there? The boys sit down and answer those questions and more. Show links!! VIP Ep # 33 Creating a Safe Streaming Environment for Kids Kidoodle.TV O…
 
It’s been a minute since we sat down to record a podcast. Tom’s youtube channels have been going through a rough patch, and Tom is feeling “Meh” about the whole thing! In this episode we discuss: CMS or “Content Management System” the holy grail for YouTube channels and channel managers. Carlos managed to get himself 2 CMS’s. He shares his experien…
 
Tara met Shervonne Cherry in Baltimore in 2012. At the time, Shervonne was working as a designer and social media strategist, but today, she's the Director of Community & Partnerships at Spark, a growing Coworking organization with spaces in Baltimore and Kansas City. Shervonne gives incredible insight into how to build local community resources th…
 
This week, Tara and Stef speak to Nate Nichols. Nate is the founder of Palette Group, a commercial creative agency that focuses on community, which he runs with his life partner. He's also the co-founder and creative director of Allyship & Action, a collective that works with vendors and agencies to actively promote diversity within the industry. F…
 
This week on the podcast, Tara and Stef sit down with Danica S. Nelson, Senior Product Marketing Communications Manager and travel enthusiast. But Danica does multiple jobs with her organization. She not only has a senior marketing role, she also works on the DEI (diversity equity and inclusion) initiatives. She balances all of these with ease...bu…
 
***Pre COVID-19 Recorrding*** Tom announces he’ll be speaking at Trafficking Conversion Summit in San Diego headlined by The Terminator himself, Arnold Schwarzenegger! Tom is also working on the biggest pitch of his life! Cross your fingers! Carlos returns to Just For Laughs, working with them on youtube, as well as learning the TV distribution sid…
 
Tara has known Ian for well over a decade and she's never had a conversation on race with him. This isn't because of a lack of opportunity. They've shared many a deep conversation, but never about race. This is a problem. It's one of the biggest problems that White people have, in fact. You may have heard "your silence is violence" and this episode…
 
Tom spices up his studio for the lockdown to accommodate all those Zoom Meetings. Carlos shares the office with his wife and their “Corona Virus Gym!” In this pre-COVID 19 interview, Carlos interviews Gwen Miller, VP of Content Strategy for Kin, a digital media and entertainment company that inspires women to discover and create the life they want.…
 
"How can we say that politics shouldn't be a conversation on a business platform when it is the politics, the lobbyists, the things that are happening behind the scenes that govern how business operates?" Indeed! In this episode, Stefani and Tara speak with the epigrammatic Cher Jones, a social media and brand development expert, and LinkedIn influ…
 
Lockdown!?? What Lockdown? Not for these guys. The boys are out and about and feeling awkward. Tom goes to the beach and ventures into central London, for food and drinks, Carlos goes to a drive-in movie and takes the family on a picnic. Carlos’ much, much much, better half successfully launched “Phlywheel” a digital marketing platform with agency …
 
For the past few months, between COVID-19 and the Black Lives Matter protests, we've opted to put a pause on AoaS to create space for other conversations (with the exception of the episodes with Laura Fitton and Joe Jackman, which we thought were relevant to the COVID-19 discussion). Now, we see that our silence on the topic of Black Lives Matter w…
 
Summer has arrived and everyone is excited things are opening up. Carlos has spent enough money during the quarantine to start his own gym! Tom finally gets his hot tub! Yes, you read that right!... it makes sense since he’s in a world of copyright claims, disputes, ownership conflicts with his new movie channel The Midnight Screening. As if that’s…
 
All the way back in February, Stefani and Tara sat down to speak with Joe Jackman, founder of Jackman Reinvents and author of The Reinventionist Mindset, about the need for retail to reinvent itself if it was going to keep engaging a very digital-minded consumer. Oh boy, did that escalate quickly! Though they spoke with Jackman in February, he has …
 
3 months into lockdown restrictions are loosening up and things are seemingly back to normal. CPM’s are back up and stabilizing, everyone’s happy! Until a few of the YouTube channels we work on experienced a significant drops in traffic. After a little poking around, a post on Reddit and with the help of TubeBuddy’s channel metrics tool, Carlos not…
 
We’re on week 8 of lockdown and like many out there we’re dealing with cabin fever and anxiety of what’s happening but keeping-on in an effort to keep our minds busy and counting ourselves very lucky to be working. Taking a break from the interview show we decided to record a quick update on us and discuss how the pandemic affected YouTube monetiza…
 
Hello video insiders! Hoping that you're keeping safe and sane. Like many of you, we’re just keeping on, keeping on doing our work, plugging away during these quarantine times. This week we welcome James Creech from Paladin Software as our first ever 3 people real-time interview. James is the co-founder & CEO of Paladin Software, the essential infl…
 
Welcome to a new corona-times Video Insiders podcast episode. This week we welcome Denis Crushell to the show to talk trends and analytics. Denis is the international managing director at Tubular Labs stands head and shoulders above the competition in terms of web video analytics. Tubular Labs is a real-time video analytics platform that analyses t…
 
We're back, we're recording from our cushy home bunkers weathering physical distancing but still keeping up with our podcast and our work. This week we welcome Brenda Bisner, who is the Chief Content Officer of Kidoodle.TV (Owned by A Parent Media Co. Inc.). Brenda is highly passionate about creating a safe space for kids. As COPPA rules came into …
 
This week we welcome a true influencer insider Brendan Gahan to the show. Brendan is a veteran in the world of marketing, online creators and influencer marketing. He's a partner and the chief social officer at Mekanism, working with Fortune 500 brands on their YouTube influencer and community building campaigns. If that wasn't enough, Brendan is a…
 
Hoping that this update finds you in good health. Our lives and work have been affected by the coronavirus pandemic so we decided to produce a podcast about how it's impacting us and how it impacts online views and video creators. Show notes and links of topics we discussed on the podcast. Internet and video consumption is going through the roof. S…
 
This episode was recorded pre-COVID-19 crisis, but Tara and Stef found a few parallels between the outbreak and the climate crisis. We’ve got a brand new format that will give you a much clearer insight into digital strategies from here on out! Our guest this week is Laura Fitton, who is the Principal and Founder of The enough company. Her aim was …
 
If you’re new to this podcast, AOAS is a marketing podcast that explores the hidden psychology and behaviors that drive marketing strategies. It’s not about marketing per se. We aren’t here to celebrate and rehash case studies as much as we are here to dissect the culture in and around the successes and failures of marketing. We want to ask, “What …
 
*Special note: This episode was recorded in early February 2020 and much has changed since, like many conferences, Social Media North has been postponed* Stuart Reynolds, aka Brittlestar, might not be a name you've heard of; he's not even a YouTube creator. Carlos likes to call him Canada's answer to Hank Green because he's often the adult in the r…
 
We're very happy to welcome the OG of video SEO Mark Robertson. Mark was one of the very first SEO industry leaders to go all-in on digital video and the first to coin the phrase "social video marketing". He was the founder and CEO or REELSEO.com, Currently the advisory board member and Industry Editorial Director at VidCon. We've been fans of Mark…
 
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