The Content Crib Podcast
The Content Crib Podcast is where bold ideas meet real execution. Hosted by Eric Anderson and Chris Grosse, this show breaks down how to turn content into trust, attention into opportunity, and your story into strategy. No fluff. No filters. Just what works. Welcome to the Crib.
The Content Crib Podcast
Content Crib Unplugged: Building Platforms That Connect #9
The line between authentic and artificial content has never been more significant. As digital platforms evolve, they're increasingly favoring genuine human connection over polished perfection—and savvy marketers and sales professionals are taking notice.
In this revealing conversation, we dive deep into why YouTube is now pushing authentic, educational content to the forefront while demoting AI-generated videos. This shift mirrors what we've been advocating through personalized video platforms like Medical Sales RX and Virtual Sales RX for years: humanity wins, every time.
We share practical insights about overcoming the fear of content creation, with a simple yet powerful approach to getting started: just pick up your phone and start recording. The most effective strategy? Talk about what your customers are struggling with and how you've helped others overcome similar challenges. No need for perfection—authenticity resonates far more than flawless delivery.
Discover how a simple, genuine personalized video can generate more responses than dozens of cold emails, and why subject lines like "I'm not some goofy AI generated bot I swear" are cutting through the noise of automated outreach. We also reveal exciting details about our upcoming Content Crib RX platform, featuring a revolutionary AI Co-pilot designed to enhance (not replace) your authentic voice.
Whether you're just starting your content journey or looking to refine your approach, this episode offers actionable strategies for building meaningful connections in an increasingly digital world. The future belongs to those who can balance technological tools with genuine human connection—and we'll show you exactly how to strike that balance.
Ready to transform your approach to content and sales? Listen now and discover why being real is your greatest competitive advantage.
Welcome to another episode of the Content Crib Podcast. What's going on, Eric? Not much Chris. How are you today? I'm doing great, Just trying to keep cool in the hot New England summer. I mean, I love this time of year. It's not shoveling snow, so this is not a complaint. This is a celebration of summer.
Speaker 2:There you go. Well, we're having record heat in Florida. I'm back in Florida here. We're having record heat down here, so I guess we're all in this boat together.
Speaker 1:Yeah, and we have a lot of fun stuff to talk about today, everything from vlogging to the content crib in-person meeting we have coming up this fall A couple more AI tools content and maybe a little bit more vlog talk. I don't know what do you think you want to start with vlogging?
Speaker 2:Vlogging. That's what the kids are doing these days is what I've heard.
Speaker 1:Yeah, you had a great post today about vlogging and where we're going to take the content crib new platform, so I want to get into that.
Speaker 2:Yeah, so I follow lots of people on YouTube. A guy that I follow a lot is Pete Roberts, who owns a brand called Origin out of Maine, and he started doing this blog and it inspired me because I was like I get I mean, in fact, I had a I had two calls this morning. People just wanted to sit down and talk about how do I do this or how do I do that, or you know, what platform should I use for this? And I'm always I love to jump on and help anybody any way I can, and I'm like why don't I just turn this into a blog? And I just, you know me walking along wherever I am or wherever I'm going.
Speaker 2:You know that day, wherever I'm walking to, or I'm hanging out in my office, and I just riff off of what exactly we're doing. And so we're building content crib RX. Um, we actually just got a rough draft of the website today and it was looking pretty darn good. Um, and you know we've created medical sales RX and virtual sales RX some fantastic performing platforms and some really good. We've had a lot of success.
Speaker 1:We've also had a whole litany of pitfalls and uh issues along the way, and so, yeah, I'm just gonna pretty much chronicle everything that we're doing, why we're doing it, and just share with you everything from A to Z and uh, yeah, that's just what I'm, but what I've be, uh, what I've decided to do I think it would be kind of fun to talk about the history of medical sales and virtual sales rx because it you know, we have a lot of people that might be listening this podcast, that have gone through the video sales enablement class for marketers and sales people maybe old school medical sales rx and then new school kind of virtual sales Rx. So I mean, I I know the history pretty well, but maybe not. I don't know.
Speaker 2:If you want to tell a little tale, yeah, I guess so, um, yeah, I mean so. Originally, medical sales Rx um, matthew Ray Scott, you know, really, was the author of medical sales Rx, the original form. Um, he and I got together with an enhanced form and made it actually into a course, an online course that you could take. And this was, oh my gosh, five years ago now. It's, uh, four and a half five years ago and, um, so we created medical sales rx, like we did it from scratch. Um, we designed it. You know the content we filmed, all the videos we did all of I can't believe it's like that many years ago, but yeah, it has and it was great.
Speaker 2:Originally, the platform was, um, had a lot of medical sales terminology, a lot of medical sales modules on different parts of the body and all kinds of different things. We found out that nobody really cared about that. What they really cared about was the use of personalized video in sales, the use of personalized video, and so we decided, well, why don't we run with a personalized video platform only? And I'm skipping over a lot here in the between but hence virtual sales RX was born, and so virtual sales RX was completely the use of personalized video to sell to your, your customers that you want to target, and, of course, you know it was right around. I mean, covid was still happening, it was still going on and it was, you know, something we all had to embrace. And so virtual sales our X is born, and virtual sales our X is still a platform.
Speaker 2:You can go out there today. We have people who sign up all the time. Um, it's virtual sales. Or xcom, it's all about personalized video. You can tell you, take a self-guided course, exactly how to do it and teach yourself how to utilize personalized video, and you know different tools and different things you can use, and we use it in our business. I mean, you know you can talk about personalized video. You are the king of personalized video.
Speaker 1:Yeah, no, maybe I'm the Prince.
Speaker 2:The Prince. All right, it's the Prince. I like Prince too, he's one of my favorite artists.
Speaker 1:But, um, good call. No, it is almost five years, because I took medical sales rx almost four years ago, wow, which then was about a little bit longer. After, not long after that turned into virtual sales rx, and that doesn't mean it's not still relevant. I use personalized videos in my sales process still every single day. I sent out five today and not even all of them were custom. They're pulled from my library and sent to doctors that go over prescribing protocols, different therapies, an introduction to who I am and how I can help, and it still books me the most meetings because it gets to the point of how I can help and getting past the who are you, chris, and building that know, like and trust. And I don't think it's going away anytime soon and that's how I think kind of this parallels with personalized videos, obviously, because it's a video of you as a person into vlogging and how there's some sales enablement and content creation and and booking more meetings and whatever field you're in.
Speaker 2:Well, yeah, no I. What's very interesting is I do a lot of research on probably need to get another hobby, but I do a lot of research on content and um unfortunately, this is our hobby.
Speaker 1:Yeah. I guess it is my hobby.
Speaker 2:Um, yes, unfortunately, this is our hobby. Yeah, I guess it is my hobby. I do a lot of research on platforms and different methodologies and things to do. You know what the top performing videos are on YouTube right now? Education. They are literally people that are walking out in the woods and sharing their thoughts and they're like five to ten minute videos and they are and that's what youtube is pumping. The reason they're pumping that kind of stuff, yeah, there's also, you know, curated studio type, you know things of that nature, but it's like what reality tv did to regular television is what's going on right now in YouTube and it's people walking along talking about things, anything, any kind of thing, and it's getting huge views. Youtube is pumping that to the algorithm like crazy.
Speaker 2:Um, the other thing, that which I've touched on a couple of different times but you now, when you upload a video to YouTube and YouTube is the King, you know, I don't care what anybody says. Yeah, instagram's out there and LinkedIn and TikTok, but YouTube is the number two search engine podcast platform. They watch the most minutes. The most minutes of video on earth is on YouTube. But anyway, you now have to click a button that says that your content is, if it is or it is not, ai generated. If it is AI generated, they don't monetize it, which is a very interesting point, because so they're changing the game.
Speaker 2:They are changing it to you're going to make fake videos and you're going to use this and you're not genuine. They think, obviously, by this choice, that people are going to get sick of that. That's novelty now. But people are going to go, yeah, that's probably AI, and they people are going to get sick of that. That it's novelty now. But people are going to go, yeah, that's probably AI, and they're not going to pay attention anymore. And so that's why they're pushing the. You know this all may change next month, but for right now, they're pushing the genuine content creators that don't have these curated, you know videos with all these cool things that are going on. That's what they're pushing. So that's what also, you know, pushed me towards the vlog idea and and the uh, share.
Speaker 1:I think it's great and I'm really enjoying the kind of the parallels between personalized videos to your clients or patients and vlogging, cause I think there's you can use both right In your sales or outreach. Whether you're a physician or sales and marketer, you know whether you do a vlog or a newsletter based on, you know that your ICP would love to subscribe to and it's you just walking and talking, and I think it just goes back to how simple it is. You just flick your camera open and start recording you walking, talking about the topics you're most passionate about. That you might be marketing or selling to your ideal client, and it's the same thing when you're vlogging about building a platform or about a therapy you may sell, or a medical device you may sell or market. And I think there's a lot to be learned there that humanity still wins, being real still wins. So I use SendSpark for my personalized videos.
Speaker 1:There's other platforms Vidyard Loom, I know them all. I just prefer SendSpark. I think it's the best product and they have ai features and some that I was going to kind of talk about today.
Speaker 1:We can get to that yeah uh, but I still prefer to do old school videos that's me recorded, that I have a library of or I make new ones because I think it's the most real, like I might stumble or say like or say um, and I still think it's connects oh, it definitely does.
Speaker 2:I was actually. I was on a call this morning with Jerry Savage, who does the. By the way, subscribe to Jerry's podcast, Savage Edge.
Speaker 1:Savage Edge the Savage.
Speaker 2:Edge great podcast, subscribe to it. But we were talking about that and he was telling me exactly about that SendSpark thing and you know how you can send AI generated videos. And I just said you know what, jerry and I, I sent about 10 of them today because we're going to get into that in here in a minute why I sent 10 of them, um, to different organizations, but it's that's what resonates, that's what hits. I sent 10 of them. Five of them are open within the first hour. Now I and I put some. Now I and I put some. The title I put was I'm not some goofy ai generated bot I swear that was one of my titles and and and they and they the. The guy, the guy from the I'm sorry, the lady from gopro opened it, so I know she watched it that if you're listening to that, this podcast, just that tip alone I think is worth it, because we all get so many AI generated emails that are so obviously AI, as much as they're trying to be personalized at scale.
Speaker 1:They're not. They're not.
Speaker 2:That is amazing, yeah no, and my next one tomorrow is me going to be. I'm going to have some fake money in my hand and I'm going to be lighting it on fire. So AI can't do that either. Ai can also save me from my house burning down.
Speaker 1:So if you don't hear from me after tomorrow, you'll know why I want to give another tip on personalized videos, and this whole podcast is not about personalized videos.
Speaker 2:I promise.
Speaker 1:It's just something that we're very passionate about.
Speaker 2:Yes.
Speaker 1:But a small tip is, when you send a personalized video, you can see if they view it, and just because they don't respond doesn't mean it didn't resonate with them. So if you saw that they viewed it, that is a great time for you to give them a call or stop in and couple that with you can have HubSpot can have trackers in your email that shows they opened your email. So if you're tracking which you should be, if you're in any sort of sales or marketing email open rates and video open rates on who are the most, who are the warmest, clients in your pipeline that's a great place to start and you obviously saw that today.
Speaker 2:Yeah, no for sure. And yeah, I didn't have any response. I don't know, maybe I'll check after this podcast. I haven't had any responses back yet, but I had five of them open, so I don't know how many people can go knock on doors and have five people go. Yeah, I'll sit, I'll listen to what you have to say. Today it ain't happening, so, um, but you know that's so.
Speaker 2:The obviously personalized video, vlogging, personalized, personalized, personalized it's always the same, it's, it's, it's what really resonates. You know, I was sending the personalized videos because for our content crib 5.0 meeting, we are looking to have some sponsors. Now, when I say that, people go oh no, here comes a bunch of advertisements. No, it's not that at all. We're doing some sponsorships because we we, we talk about a lot of products in our meetings that, to be perfectly honest, we would like those companies to participate in getting those products to our participants in a meeting. And if that's just that, that what happens?
Speaker 2:For instance, wandered bags. We love wandered bags for all your, your cameras and all the different microphones and all the different things you're going to use in your content building and your marketing. They fantastic bags. So I reached out to them today and I was like hey, you know, would you be interesting in partnering with us, even if they send us a few bags or whatever they do? You know that's those are things that we can pass on to people who are attending content crib, and so that's why I do it. I contacted GoPro, thinkific all the different companies that we deal with or we talk about at Content Crib of great companies to work with, to get things to help you do what you need to do. So that's the reasoning behind partnerships and sponsorships not to run advertisements. That's not the reason we're doing it.
Speaker 1:Well, I think it's important because companies are trying to understand more and more how to effectively run a content campaign, and that's what we talk about. Every episode is personal. How are you, as an individual, going to be building know, like and trust by your personal brand and content? But companies are struggling with that same thing, and that's why companies are pushing employees to do it, because people connect with people.
Speaker 1:But at the same time, companies need to do it at a larger scale, effectively, and this is a great way to do that by connecting with the content crib. So I think you're going to get some great responses, and rightfully so, and I'm sure that they will be interested in potentially attending. You know we, you know we do this content crib a couple of times a year and it packs the house and and people are rowing in the same direction to learn how to shape their voice and build their brand, or build their company's brand or entrepreneurial journey. So I mean no brainer for these companies to jump on and support and any way we can. It's not like we're asking for a million dollars, right?
Speaker 1:it's no small token of participation typically. Or, you know, even we may let you attend too.
Speaker 2:So yeah, and one of our, our keynote sponsor this year, who I can't reveal who that is yet, but I will be doing that soon um, it's a past content crib attendee and he sees the value and a lot of different things we're trying to do. So, yeah, it's going to be uh, it's going to be it. It's going to be great partnerships with these companies and, um, we are I think we're pretty much sold out of content crib. I think we have maybe one spot left, maybe one, maybe two. That's it. I think we're done. I think we, I think we've got everybody, um, which is great. Oh my gosh, it's july for an october.
Speaker 1:Super grateful, like gratitude flowing.
Speaker 2:It's awesome yeah, it is, and it's um back in bentonville, arkansas. Um, I know I'm going to get. The next question I'm going to get, it we're going to get, is when's the next one going to be? So it's going to be in march.
Speaker 2:Already getting those, I got one yesterday okay it's going to be in march is the plan? More than likely, we probably will go back to bentonville is what I'm thinking and then, in the fall of 2026, maybe back in new england or maybe in florida, one of those two places, but kind of what we're thinking. Anyway, it's gonna be in march. It's gonna be in march and so I want to nail, I'm gonna try to get, I'm trying to get that nailed down here, um, in the next month or so, so everybody can you know we'll make that known again. It will be only invite only. Again, it's just the way we're gonna do it, moving forward, um, and uh, we may bump the number a little higher. We do have some room in where we meet.
Speaker 2:So that's the plan. But yeah, I think that's. And so when you hear us talk about partners with Content Crib and those are really sponsors of companies that we utilize on a daily basis, that can help sponsor meetings and the participants can come, maybe leave the meeting with some cool swag, that's really what we're doing it. I left a personalized video for the head of marketing for DJI today. So if you like the Osmo 3 cool little camera, stay tuned.
Speaker 1:If you like the osmo 3 cool little camera, stay tuned. I had an interesting thought in kind of pivoting to from content crib to content again in vlogging, because I'm loving the vlogging and I think there's going to be so much to learn from that when we start doing that. Uh, in terms of people understanding when they're posting content, it's not just marketing, right, it's starting to become a must-do for sales enablement and I think a lot of people don't know where to start with that. And what do you think the biggest challenges are for people starting? Well, just starting is a challenge, but the challenges and then where to first take it.
Speaker 2:Yeah, I think the very first challenge is okay, what do I need to make a video of? Or what kind of content do I need to make? It's the standard questions what platform? What should I even say? Why should I be saying these things? Why should I share it? And then you can just watch in the background. They do the old. You see their eyes start to flutter a little bit and they're like I don't really know exactly what to do with this. So, and I think that when you try to figure out what exactly you want to do and what do you want to share, then there becomes all these questions and can't really figure out why this question, what affects this and why this affects that. It's really so easy. You literally pick up your iPhone and away you go. What do you think? What do you think is the biggest obstacle?
Speaker 1:Well, I think the number one biggest obstacle is that fear, posture syndrome. Right, I think we've all been there. We talk about that a lot and that's a big one to get over. But I think when you're equipped with the right tools and the right kind of people or person to show you that you have something good to say or maybe you don't need any of that, maybe you don't have any fear, but I'm a true believer a good post or video can replace five cold emails, like no brainer, totally agree, and you can get five meetings.
Speaker 1:And the way I think you start with that is very similar to the way that we talk about and what I use in personalized videos. And what you use in personalized videos is talking about what your customer is struggling with and how it relates to some of the people that you may have helped from a business perspective or personal relationship perspective, and that's a piece of content. Right, you could just make content. That's just that, and it's one video a week. And or it's one post a week and it just talks about I, you know, your client, your current client, struggles, how you helped, how they overcame it, how they may have not, and then maybe how they did later, and then you kind of break it out into buckets and when you start talking the language that your clients are dealing with, I think that starts resonating and that turns into meetings and that turns into DMs.
Speaker 2:Yeah, no, it does and it just yes is yes is the first couple times you do it you're going to be very self-conscious. Yep, absolutely, what I tell everybody is the first four or five different things that you put out there, do not go back and watch it, don't go back and edit it and make it perfect. You don't get a chance when you're walking down the hallway, when you meet somebody for the first time, to go back and edit it. So just think of it that way, just flow, do it, send it Probably you won't get any response from it and just go with that mindset that you're not going to, but if they watch it, that's, that's a win. And then just keep building upon that and building upon that and you'll start seeing trends of things at work and you know that kind of stuff yeah, and it kind of leads into if you're going down this path, right, and I think social selling is the future.
Speaker 1:It's here and it's actually the present, but it's the future for a lot of people that haven't jumped into it yet. But posting with your icp in minds, engage in their comments, engage in their comments and what they're talking about thoughtfully, not just cool post and send thoughtful DMS about what you think they're talking about. And that builds on the conversations You're genuinely, authentically interested in. Whoever you're talking to, whoever you want to talk to, whether that's a client or just that you want to network, and how you guys can help each other out. I mean, it's having that serving mentality from a perspective is how you can start successfully in the social selling realm. I don't even like that it's called social selling, because it's really not even selling. It's more like social engaging. Maybe that's kind of redundant, I don't know. Maybe we should come up with a different name for it.
Speaker 2:Yeah, that's a good point. I get you know, social selling is very descriptive. You're like, okay, that makes perfect sense. I know what you're talking about, yeah, but, yeah, I agree with you, maybe there can be some kind of cool name that we make. Whatever that may be, it's content crib, exactly, yeah. Content crib RX, right, yeah, I mean we, exactly. Yeah, content crib rx, right, um, yeah, I mean we.
Speaker 2:You know, like we were saying before, content crib rx, who's got the first rendition, looks pretty cool and, um, we're gonna have a pretty cool ai tool in there. So I guess we could say, you know, when people ask, content crib rx is going to be, you know, your platform for learning personalized video. If you haven't before, we put a ton of new twists on personalized video and different things that can work like never before. Um, we've also have a, you know, social selling piece in that as well, a really good workbook that's going to be in the as well, as you know, very interactive, and then I'll let you describe the aibook that's going to be in there as well, as you know, very interactive, and then I'll let you describe the ai tool that's going to be, uh, on the platform as well, which is really, really cool yeah, so the idea behind the content crib rx start starts at the very beginning, right, how do I structure what I want to say?
Speaker 1:and? And that's where it builds. And then, like you said, it goes through all those brackets of what makes a successful content engine. And to operate that engine, you need a driver, or what we call the content crib co-pilot, which is a AI workspace that we'll be tweaking, that is a live workspace for you to essentially fly the plane, and to fly that plane, you'll have the ContentCrib co-pilot GPT to help you generate those ideas, those video scripts, those LinkedIn posts, because I know, besides the fear and the imposter syndrome, which is a huge part of it, it is what do I do?
Speaker 1:Where do I start, how do I structure it? How do I talk to the people? And this Content Crib Rx platform in GPT lays it all out for you and generates those things for you, and it's your personal one-on-one content business development AI tool that has all of our programming, of our video lessons, our workbooks, and it's only getting smarter every day. So I'm training it every day to get smarter and smarter and help you generate better content, more humanized content, and that's based on your story that you want to share, especially when you're engaging with your, with your ICPs.
Speaker 2:That's a. That's an awesome tool. I mean that when you, when you, when you kind of described it to me and what you wanted to accomplish, I was like, man, that's awesome. It's always going to help you generate a content calendar, it's going to be your business consultant, and that's a lot better than spending thousands of dollars a month to create something like that. I mean, whether it's enhancing your brand or your content or where you want to focus on all these different things, this Content Crib Copilot is going to be able to do that for you, which I think it's kind of a first on the in the world of content.
Speaker 1:Yeah, no, it definitely is, and it's only going to evolve from here, right, and. But I think what you need, what people need when they start to think about social selling, content creation, is they need structure. We're all been, we've all needed structure since we were programmed into this world, right? Whether it's schooling or different classes or advanced degrees or whatnot, that's what we provide. So you're ultimately the one that has the power and the voice and the story. We just want to take that and give you the tools to then share it with the world.
Speaker 2:I couldn't have said it any better. Yeah, that's it. Um, yeah, Well, I think, on that note, that's a perfect uh time to end this episode of the content crib.
Speaker 1:Yeah, this has been a good one. You powered through that with a summer cold. Summer colds are the worst, so I give you kudos for powering through that one.
Speaker 2:Yeah, that maybe next podcast, maybe next episode, we'll tackle. Why do summer colds exist, I don't know why. Anyway, everybody's outside and you're having fun and like how do you get a cold with a virus like this?
Speaker 1:But anyway, that's that as long as you don't kick the bucket, before we get into double digit, uh, double digit podcast numbers, which is a miracle to begin with.
Speaker 2:Well, we got one more week, and then we're going to get into double digits. So I promise I won't yeah, I won't burn my house down or you know any other. I won't get any other affliction before that, that's right, all right, take care, talk to you.