WEBVTT 00:00.080 --> 00:05.450 In this video, I want to give you a case study of a company that I work with of how they change their 00:05.450 --> 00:07.280 marketing over time. 00:07.280 --> 00:10.370 And they literally went through like three different name changes. 00:10.370 --> 00:12.710 They started out, as you see, geek talk. 00:12.740 --> 00:14.450 They started out so nerdy, like three. 00:14.450 --> 00:16.760 Three was like so geek talk. 00:16.790 --> 00:18.440 Then they became Hacker labs. 00:18.440 --> 00:20.540 Then they became something called the data console. 00:20.570 --> 00:22.760 I let me tell you all about it. 00:22.760 --> 00:29.570 So originally it started around 2012, maybe a little earlier, just as tech videos content for engineers. 00:29.570 --> 00:33.440 The first name was just geek Talk because it's all just talk and chat about it. 00:33.440 --> 00:38.180 And then they started putting on New York and San Francisco Tech Meetups. 00:38.180 --> 00:44.000 They got speakers who were very senior engineers who worked on very interesting technical projects, 00:44.000 --> 00:48.950 usually like in AI or big data or mobile apps or databases or something cool and cutting edge. 00:48.950 --> 00:53.720 And then they took that event content and they recorded the videos. 00:53.750 --> 00:59.540 They put those videos on YouTube, they had somebody transcribe those videos, they made blog posts 00:59.540 --> 01:00.150 out of it. 01:00.150 --> 01:03.810 Then they took the audio, they took that and made a podcast out of it. 01:03.810 --> 01:08.370 Then they got everybody who consumed that content to sign up for their email list. 01:08.370 --> 01:14.940 And what they did is they facilitated an online and offline community of software engineers and software 01:14.940 --> 01:18.930 engineers, good software engineers who are working on cutting edge things. 01:18.930 --> 01:22.950 They're extremely, extremely lucrative, coveted audience. 01:22.950 --> 01:29.550 So instead of just content, they became Hacker Labs, which is a recruiting firm because they were 01:29.550 --> 01:35.340 able to connect employers with some of the best, best, best software engineers, which is lucrative. 01:35.340 --> 01:42.330 So that went on for a while, but the events part of the business grew more than anything else because 01:42.330 --> 01:49.140 even though the marketing was going well and they were able to get really well known in their niche 01:49.170 --> 01:54.480 in that engineer community, the recruiting part of the business wasn't that easy to sell because it's 01:54.480 --> 01:55.590 extremely competitive. 01:55.590 --> 02:02.910 So they actually started growing the events business and they raised money and they became data council 02:02.940 --> 02:09.240 AI, which is actually conferences for big data, which is a pretty lucrative business. 02:09.240 --> 02:11.400 This is essentially that website right now. 02:11.400 --> 02:16.380 You see they have like dates of upcoming events in all over the world. 02:16.380 --> 02:17.550 Pretty awesome actually. 02:17.550 --> 02:24.900 What they did right is they used a lot of content that was created by expert speakers they invited and 02:24.900 --> 02:32.370 that incredibly amazing high quality content gave them this authority and recognition and respect among 02:32.370 --> 02:33.930 the peers of the industry. 02:33.930 --> 02:41.400 And as they grew in authority, they started to become a big enough name that could put on conferences 02:41.400 --> 02:44.220 because almost no one can put on a conference. 02:44.220 --> 02:46.950 That's a tremendous undertaking and extremely hard. 02:46.950 --> 02:55.920 So they only were able to do that through that long term multi-year branding and content and facilitating 02:55.920 --> 02:58.500 the software engineer community. 02:58.500 --> 03:03.300 So that's how these guys did their marketing over time and that's what it evolved to.