The worst brands to copy?
The biggest ones.
Because when you’re the incumbent, you can get away with really bad marketing.
A Twitch streamer (named "Nutty") just inspired me to rethink content marketing for rebel brands:
1. Stop chasing shorts - long form is the foundation
Nutty’s take: Shorts get views. Long videos build businesses.
Meanwhile in B2B, we’re chopping webinars into 47 LinkedIn clips and wondering why nothing sticks.
Your audience doesn’t need more snacks. They need a meal.
This is why I help clients build “immortal” content - longform, zero-click content across newsletters, videos, and their website.
Not because it ranks (though it does).
Because it actually solves the problem.
2. Pick 2 platforms and dominate them
Nutty runs YouTube → Twitch. That’s it.
But your board wants you “everywhere.”
You know what happens when you’re everywhere? You’re nowhere.
At Growth Sprints, I tell clients: Pick your primary (usually website for B2B) and your support channel (LinkedIn, newsletter, YouTube, or podcast).
Then distribute the hell out of your best content across both.
Same message. Different formats. Actual focus.
3. Ad revenue is tiny - build tools instead
Nutty makes bank from tools he built for his community.
What if instead of another “State of the Industry” report…
You built the Content IP that becomes your category’s language?
Like how I turned “checkbox marketing” into a framework teams actually use.
4. Storytelling beats tactics every time
New marketers copy tactics. Successful creators tell stories.
Your content calendar is full of “5 ways to…” posts.
But when’s the last time you told the story of why your product exists?
This is why problem-led content beats playbook-led content every time.
Because people don’t remember your tactics.
They remember how you made them feel seen.
5. Being uncomfortable is required
Nutty was camera-shy. Forced himself on screen anyway.
Your CEO “doesn’t do video.”
Your founder “isn’t good at LinkedIn.”
Cool. Your competitors are getting uncomfortable and eating your lunch.
I’ve seen introverted founders become LinkedIn influencers.
Not because they wanted to. Because their business needed them to.
Here’s what kills me: A Twitch streamer figured out what most B2B marketers still aren’t allowed to do:
- Depth over width (immortal content > disposable posts)
- Focus over spray-and-pray (2 channels > 12 platforms)
- Value over vanity metrics (tools > reports)
- Stories over tactics (Content IP > best practices)
- Discomfort over safety (video > hiding behind text)
We’re so busy following checkbox marketing playbooks…
We forgot to ask if they actually work.
It’s why I’m not afraid to learn from someone who’s never read a B2B marketing blog.
Who just figured out what his audience wanted and gave it to them.
Revolutionary concept, right?
⚡️ PS - I’m always on the search for new marketing inspiration. Where should I look next?
- Navattic - Double trials/leads *and* cut sales cycles in half
- Dreamdata - FINALLY know the ROI of your content (free)
- Surfer - Boost content visibility in Google & ChatGPT.
- Sendoso - Double win rates, 6x second call rates, and close deals 29% faster
- Videodeck - Scale video marketing by turning boring video assets into customers
- SparkToro - find out who your customers really listen to (& what they Google!)
- Growclass - Our community’s most highly recommended marketing training
Have a great week!
Lindsay & Brendan