A creator explains how they built a YouTube channel around HubSpot tutorials optimized for search. They started with a deliberate strategy to rank videos for specific software queries, treating the platform as a search engine rather than a social feed.
When we first started on YouTube, we were doing videos about just generic marketing stuff. And the one client we had that was not HubSpot, they were a software company. We said, what if you would create tutorials to better learn how to use your product? The product was complicated, and they said, interesting, but we're going to go in a different direction. I'm kind of a person that wants to prove things to people. I'm like, seriously, listen to me. So Tyler and I both put together concept of just recording Loom videos and optimizing for better search on what people were saying online and how they searched. It was a big point in time where everyone was actually searching for things that are like how to do X, in the words of the customer, not this superfluous jargon stuff. So we did that with Loom videos and we started to see traction. And then we decided to double down and actually make it a separate channel, invest in production and process. And it took six months until it got us off the ground. And then once we started being known as the quote unquote, HubSpot people, we'd been the HubSpot people locally for two years. Suddenly we release a video a week, and everyone's like, whoa, where have you been?
