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Hello and welcome to the 146th edition of Fresh Salmon, your go-to B2B marketing newsletter that lands in your inbox every week—for free.

Growing up in a service-class household, I never imagined I’d one day build my own business.

My dad had a government job after retiring from the Air Force, my mom was a teacher, and the idea of ‘success’ was a steady job, not entrepreneurship.

College for me was about one thing: study hard, get a job, find security.

Starting a business? That was for other people, not me.

But here I am, at 40, building a business that hit five-figure MRR in just a few months of going all in (by no means claiming it to be a lot, but it’s a start).

It was a long transition for me, starting in fortune 100 companies to working at startups to solopreneurship doing consulting and finally, now building a real business: TopHealth.

It took years of unlearning, of shaking the ‘job security’ mindset and finding the courage to run my own race.

In my 30s, I told myself I didn’t have the ‘perfect idea’ to start a company. Truth? I was scared. Scared of failing. Scared of stepping out alone. The real leap wasn’t in finding the idea—it was in finding the conviction to believe I could do it.

I’ve learned that there’s no ‘right time.’ Timing is when courage meets opportunity, and courage isn’t just intrinsic—it comes from the people and ecosystem around you.

So, to anyone feeling ‘behind’ or trapped in comparison: You’re not late. You’re on your path. Build when you’re ready.

The only race you need to win is your own!

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This One Strategy Will Dominate 2025—Are You Ready?

If you’re still relying on outdated content strategies, you’re playing a losing game. In today’s attention economy, there’s only one high-impact, high-feasibility move to make: Start a video podcast.

Why? Because video podcasts are the ultimate content engine. They fuel every marketing channel—from your website to social media, newsletters, and paid media. Let’s break down why this strategy works and why it’s the simplest, most effective playbook for your brand in 2024.

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How the Attention Economy Changed Marketing Forever

2020 was the turning point. The combination of the global pandemic and the explosive rise of TikTok didn’t just change how we work and connect—it redefined how we consume content.

This shift brought about the death of the old marketing funnel (Awareness → Consideration → Purchase) and ushered in a new era of Attention → Trust → Customer.

Here’s what happened:

1. TikTok trained the world to consume short-form video content. It showed us how quickly attention could be captured and how trust could be built through consistent, algorithm-driven exposure.

2. Video became the primary communication medium. From Zoom calls to Instagram Reels and YouTube Shorts, video is now the default format for how we meet, learn, and engage.

Meet our secondary partner: Roku. Check them out 👇 👇

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Why Video Podcasts Are the Core of Modern Marketing

For brands looking to win in the attention economy, the easiest, most impactful move is launching a video podcast. Here’s why:

1. Maximum Reach Through Multi-Channel Distribution
   A single video podcast episode can be repurposed into:

   • Short-form videos for TikTok, Instagram Reels, YouTube Shorts, and LinkedIn.

   • Audio content for Apple Podcasts, Spotify, and 15+ other networks.

   • Long-form video for YouTube, the world’s largest video search engine.

   • SEO-friendly blog posts for your website.

   • Social media posts and newsletter content for nurturing your audience.

2. Impressions at Scale
   A well-distributed video podcast can generate thousands—if not millions—of impressions across multiple channels, giving your brand consistent visibility and reach.

3. Efficiency and Feasibility
   A video podcast is a single, high-impact initiative that drives your entire content strategy. Instead of creating content piecemeal, you’re leveraging one effort to fuel everything else.

4. Builds Attention and Trust Simultaneously
   Video podcasts aren’t just about attention—they’re about building trust through engaging, authentic conversations. When people trust you, they’re more likely to become customers.

Meet our secondary partner: HubSpot. Check them out 👇 👇

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The Joe Rogan Case Study: Proof That Video Podcasts Work

Consider the rise of Joe Rogan. For over 15 years, his podcast steadily grew—but it wasn’t until the last five years that it exploded. Why?

• The attention economy finally aligned with his format.

• Platforms like TikTok, YouTube, and social media supercharged the reach of his video content.

• Algorithms worked in his favor, pushing his clips to audiences who were ready to engage.

If Joe Rogan had started his podcast in today’s world, it would have gone viral much faster. And his success demonstrates a larger point: Video podcasts are no longer optional—they’re essential.

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Your Step-by-Step Playbook for 2025

If you’re not already leveraging a video podcast for your brand, here’s how to start:

1. Launch a Video Podcast

   • Focus on topics that align with your brand and resonate with your target audience.

2. Repurpose Relentlessly

   • Cut long-form episodes into short clips for TikTok, Instagram Reels, YouTube Shorts, and LinkedIn.

   • Distribute audio versions to Spotify, Apple Podcasts, and other podcast networks.

   • Turn each episode into a blog post to feed your SEO engine.

   • Share highlights in your newsletter and across social channels.

3. Distribute Across All Channels

   • Upload full episodes to YouTube, the largest video search engine.

   • Use paid media to amplify your best-performing content.

4. Measure and Optimize

   • Track impressions, engagement, and conversions across platforms. Double down on what works.

Meet our secondary partner: BELAY. Check them out 👇 👇

Accomplish More. Juggle Less.

When you love what you do, it can be easy to take on more — more tasks, more deadlines, more hours – but before you know it, you don’t have time to do what you loved in the beginning. Don’t just do more – do more of what you do best.

BELAY’s flexible staffing solutions leverage industry experience with AI systems to increase productivity without sacrificing quality. You can accomplish more and juggle less with our exceptional U.S.-based Virtual Assistants, Accounting Professionals, and Marketing Assistants. Learn how with our free ebook, Delegate to Elevate, and leave the more to BELAY.

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The Bottom Line

The advantage is in your hands. Unlike past generations, you have access to the tools, platforms, and algorithms that allow your content to reach thousands or even millions of people. But you have to act.

In 2024, the path to marketing success starts with Attention → Trust → Customer—and the fastest way to master this new funnel is by starting a video podcast.

If you’re still making excuses, your competitors will leave you behind. The playbook is simple, effective, and proven. All you have to do is start.

Are you ready to win in the attention economy?

Interesting Thing That I Noticed This Week

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This concludes this edition of Fresh Salmon.

Do what is good for your soul ❤️

All the best,

Vivek

PS. Whenever you are ready, here are 3 ways in which I can help you and your business:

#1: B2B Marketing Consulting and Go-To-Market Advisory for your business.

#2: 1-on-1 Personal Coaching and Mentoring on anything related to Marketing and Go-To-Market Strategies for you.

#3: Promoting you or your brand via this newsletter.

For any of these things just shoot me a reply, and we will arrange a time to chat.