# Breaking the Stigma on Podcasting w/ James Carbary

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2021-02-02
- Length: 26m
- Episode: 34
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-02-02-breaking-the-stigma-on-podcasting-w-james-carbary
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-18d39832-09d8-4b46-93a1-9744912a1bcc

## Summary

James Carbary, founder of Sweet Fish Media, explains how his agency pivoted from general blogging to B2B podcasting by using content-based networking to reverse-engineer high-value relationships. He argues that audio and video content humanize brands, allowing manufacturers to meet buyers in passive moments like driving or commuting, rather than relying on cold outreach. Carbary emphasizes that companies should name shows after their ideal customers' interests, not their own services, to attract guests who become clients through collaborative content creation. He advises starting simply with free tools like Anchor and Zoom to focus on building insights and relationships before worrying about production quality.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-02-02-breaking-the-stigma-on-podcasting-w-james-carbary#t=0) Introduction: James Carbary and Sweet Fish Media
- [3:43](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-02-02-breaking-the-stigma-on-podcasting-w-james-carbary#t=223) Pivoting from Blogging to B2B Podcasting
- [7:54](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-02-02-breaking-the-stigma-on-podcasting-w-james-carbary#t=474) Humanizing Brands Through Audio and Video
- [9:22](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-02-02-breaking-the-stigma-on-podcasting-w-james-carbary#t=562) Content-Based Networking Framework
- [14:35](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-02-02-breaking-the-stigma-on-podcasting-w-james-carbary#t=875) The Content Waterfall and Customer Insights
- [17:16](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-02-02-breaking-the-stigma-on-podcasting-w-james-carbary#t=1036) Overcoming Intimidation and Starting Simply
- [21:03](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-02-02-breaking-the-stigma-on-podcasting-w-james-carbary#t=1263) Naming Shows for Ideal Customers, Not Yourself

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Careers & education](https://hardwarepodcasts.com/topic/engineering-careers-and-education)

## Most relevant to

early-stage companies

## Mentioned

- Sweet Fish Media (company)
- Gorilla 76 (company)
- B to B Growth (product)
- The Manufacturing Executive (product)
- Anchor (tool)
- Sounder.fm (tool)
- Riverside (tool)
- Zoom (tool)
- Content-Based Networking (product)

## Related episodes from other shows

- [How to Turn Your Brand's Podcast into a Content Goldmine](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-11-24-how-to-turn-your-brands-podcast-into-a-content-goldmine) (Manufacturing Happy Hour)
- [How to Start a Successful Industrial Podcast with EECO's Chris Grainger](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-02-02-how-to-start-a-successful-industrial-podcast-with-eecos-chris-grainger) (Manufacturing Happy Hour)
- [057 - Conferences, Expos, LinkedIn and Launching a Podcast with Rizwan Chaudhrey](https://hardwarepodcasts.com/podcast/lets-combinate/2022-11-02-057-conferences-expos-linkedin-and-launching-a-podcast-with-rizwan-chaudhrey) (Let's Combinate)
- [I'm Changing The Podcast](https://hardwarepodcasts.com/podcast/lets-combinate/2026-08-18-im-changing-the-podcast) (Let's Combinate)
- [Introducing: How I Built This with Guy Raz](https://hardwarepodcasts.com/podcast/how-i-built-this/2016-09-02-introducing-how-i-built-this-with-guy-raz) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-02-02-breaking-the-stigma-on-podcasting-w-james-carbary. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Manufacturing Executive.