![<p>Erik Jacobson sits down with Nate Bagley, Head of Content at Nectar, to explore how one HR tech company is doing something almost no B2B brand has figured out: building a YouTube channel people actually want to watch. Nectar has racked up 2.6 million organic views in eight months by treating the platform not as a distribution channel for corporate content, but as a trust-building exercise.</p><p>The conversation gets into how to define your channel's ethos before you ever hit record, why format research matters as much as the content itself, and how Nectar thinks about YouTube metrics without falling into the trap of optimizing for the wrong thing.</p><p>Key topics covered:</p><p>[00:00] Intro<br>[02:20] Nectar's Culture Suite Platform<br>[03:06] 95% vs 5% Content Strategy<br>[04:32] The Domino Effect Marketing Framework<br>[05:12] Naming Problems Better Than Anyone Else<br>[06:40] The Medical Diagnosis Analogy<br>[08:07] Building Trust Through Content<br>[09:01] Newsletter Strategy for Revenue Growth<br>[09:49] 20 to 1 Positive Interaction Ratio<br>[11:36] 2.6 Million Views in 8 Months<br>[14:20] Social Media as Brand Extension<br>[15:12] YouTube as S-Tier B2B Channel<br>[17:06] The Mr. Beast of Software Companies<br>[21:28] Reverse Engineering YouTube Success<br>[24:45] Research Methods for Video Formats<br>[28:23] Measuring YouTube ROI and Attribution<br>[32:04] Becoming Synonymous with Culture Problems<br>[35:32] Trust Building Requires Courage<br>[38:15] 80/20 YouTube Strategy Framework<br>[42:32] Packaging Over Production Quality</p><p>—</p><p>This episode is brought to you by Hatch.</p><p>Hatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.</p>](https://us-central1-podcastguru-217d6.cloudfunctions.net/gcf_get_image?image_url=https://is1-ssl.mzstatic.com/image/thumb/Podcasts221/v4/00/21/26/002126d9-d97a-8d6e-2853-0768f728b95c/mza_2865235840477329805.jpg/600x600bb.jpg&width=300&height=300&api_key=xqFmUFX5BHLBTA)
95% Content
Erik Jacobson from Hatch
How Nectar Hit 2.6M YouTube Views in 8 Months (w/ Nate Bagley, Head of Content)
MAY 21, 202644 MIN
How Nectar Hit 2.6M YouTube Views in 8 Months (w/ Nate Bagley, Head of Content)
MAY 21, 202644 MIN
Description
Erik Jacobson sits down with Nate Bagley, Head of Content at Nectar, to explore how one HR tech company is doing something almost no B2B brand has figured out: building a YouTube channel people actually want to watch. Nectar has racked up 2.6 million organic views in eight months by treating the platform not as a distribution channel for corporate content, but as a trust-building exercise.The conversation gets into how to define your channel's ethos before you ever hit record, why format research matters as much as the content itself, and how Nectar thinks about YouTube metrics without falling into the trap of optimizing for the wrong thing.Key topics covered:[00:00] Intro[02:20] Nectar's Culture Suite Platform[03:06] 95% vs 5% Content Strategy[04:32] The Domino Effect Marketing Framework[05:12] Naming Problems Better Than Anyone Else[06:40] The Medical Diagnosis Analogy[08:07] Building Trust Through Content[09:01] Newsletter Strategy for Revenue Growth[09:49] 20 to 1 Positive Interaction Ratio[11:36] 2.6 Million Views in 8 Months[14:20] Social Media as Brand Extension[15:12] YouTube as S-Tier B2B Channel[17:06] The Mr. Beast of Software Companies[21:28] Reverse Engineering YouTube Success[24:45] Research Methods for Video Formats[28:23] Measuring YouTube ROI and Attribution[32:04] Becoming Synonymous with Culture Problems[35:32] Trust Building Requires Courage[38:15] 80/20 YouTube Strategy Framework[42:32] Packaging Over Production Quality—This episode is brought to you by Hatch.Hatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.