I'm very excited to share this recording with you guys, which happened at our conference,

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for what speakers share on stage. So you're going to enjoy this episode where we dive deep into

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Anthony. How's going?ka.com. Anthony.

How's going?

Good.

Good.

Why would companies want to become a media company?

What's the benefit to that?

It's actually a good build off of this last conversation around TikTok and, you know,

I think the way consumers are engaging with content is changing. Like, we're listening

to podcasts like yourselves and Jason's who's here earlier. We're on TikTok kind of scrolling and

watching things. That's just like a change that we're seeing in the world. And yet, when we go back

into the office from a content marketing perspective, we're shipping blog posts that are optimized for an algorithm in Google versus optimized for humans that are actually trying to learn something.

And so the first, I think, problem set is around just content formats evolving and the B2B kind of teams still kind of focused on maybe the last generation of content. But the other challenge behind it is when we do produce often podcasts or TikTok videos or whatever,

we're farming them out to what we're kind of calling rented channels.

We're farming it out to TikTok, to an algorithm that we don't control.

...