In this episode of the Creative Potential Podcast, host Chris Decker interviews Richard White, the founder of Fathom, an app for Zoom calls that records, transcribes, and highlights conversations. Richard shares insights on the importance of using authentic content both internally and externally to build credibility with customers. He emphasizes the power of authentic customer feedback, the role of early adopters, and the benefits of longer-form content. Richard also discusses his experience with content marketing, the effectiveness of using real-time Zoom clips, and the high ROI of podcast interviews for brand building and tribe building.

KEY TAKEAWAYS

• Authentic Content Builds Credibility: Richard White emphasizes the importance of using authentic content both internally and externally to establish credibility with customers.
• Customer Feedback is Valuable: Authentic customer feedback plays a crucial role in building trust and shaping the brand’s message.
• Early Adopters Are Key: The role of early adopters is highlighted as crucial for gaining initial traction and credibility.
• Long-Form Content Pays Off: Richard discusses the value of longer-form content in creating deeper connections and providing more meaningful insights.
• Real-Time Zoom Clips for Content Marketing: Using real-time clips from Zoom calls is an effective method for content marketing, offering a personal and engaging way to share insights.
• High ROI of Podcasts: Richard talks about the significant return on investment (ROI) that podcasts can provide, especially for brand and tribe building.

QUOTES

• "What gets me up in the morning is we get a lot of messages every day from people that are really happy that Fathom exists in the world. And that, honestly, that's the currency of filling up my soul cup every day."
• "It's really important to us that people not only like the product, they actually love the product and they like the team behind the product."
• On every podcast I go into, I get two, three, four kind of good connections... It's been a really high ROI for a very small amount of time commitment on my part."
• "We’re in this era where content is gravitating towards this more highly authentic... less polished, less edited five times... people enjoy getting that kind of unvarnished, unfiltered, authentic voice."
• "You show an engineer someone talking about a problem, so much more impactful than just hearing the great final product."
• "Sometimes it's a lot easier to start this tribe-building exercise by tapping into existing audiences."

Connect and learn more about Richard White.
https://www.linkedin.com/in/rrwhite/

Timecodes

00:00 Introduction
01:09 Meet Richard White: Founder of Fathom
02:06 The Power of Recorded Conversations
04:47 Using Fathom Internally and Externally
07:05 The Journey and Motivation Behind Fathom’
10:24 The Importance of Early Adopters
12:38 Content Creation and Authenticity
15:19 Final Thoughts and Contact Information