LinkedIn ┃ B2B Lead Generation ┃ Personal Branding · 2024-05-14 · 3 min
Key moments - from our scoring
Substance score
25 / 100
Five dimensions, 20 points each
Raj Ghazarian, CEO of Lead Arto, delivers a personal cautionary tale about the dangers of inconsistency in video content creation. After actively producing LinkedIn and YouTube videos in 2022, he stopped posting and struggled to restart despite preaching the strategy to his clients. Ghazarian makes two core arguments: first, that video content is a high-ROI lead generation channel that remains evergreen (he still receives leads from videos shot years ago); second, that once you've started producing video content, abandoning it - even temporarily - creates psychological and momentum barriers that make resumption extremely difficult. The episode is particularly valuable for B2B founders and service providers who've already begun content creation but are wavering on consistency. Ghazarian's transparency about his own discomfort on camera and initial hesitation adds credibility to his argument that the medium's difficulty is precisely why most competitors won't persist.
He stopped producing content in 2022 after a period of active posting, skipped once or twice, and continued skipping until he hadn't posted in approximately 1.5 to 2 years. He found it difficult to restart the process after the break.
Videos remain relevant indefinitely and continue generating leads for years after publication; Ghazarian still receives leads from videos he shot 2-3 years ago.
First, start making videos immediately if you haven't begun, as it's one of the best ways to share expertise and generate leads. Second, never pause video production once you've started, because taking a break makes it extremely difficult to resume consistently.
Lead Arto is a B2B lead generation and personal branding agency founded and led by Raj Ghazarian.
Our reviewer’s read on each dimension, with quotes from the episode.
The episode consists almost entirely of generic motivational advice about making videos on LinkedIn with no novel insights. The core claims - that video content is valuable and consistency matters - are already well-known platitudes in creator and B2B marketing circles. There is minimal substantive instruction or actionable detail.
This is a gold mine. This is probably one of the best ways to share your knowledge or expertise with your audience
if you pause and if it's not very comfortable for you, you are at a high risk of, you know, not doing videos any longer
The advice is entirely derivative and recycled from mainstream content strategy orthodoxy: start making videos, stay consistent, videos have long shelf lives. There is no contrarian take, first-principles thinking, or fresh angle - just restatement of advice found in thousands of LinkedIn posts and podcasts.
if you haven't started doing videos yet, please start the process
even right now, I keep getting leads, of course, not like hundreds of leads every day, but every now and then I would get a lead from a YouTube video
Raj Ghazarian is a founder of a lead generation agency and has some operational experience, but the episode is him speaking alone about his own failure to execute rather than demonstrating mastery. He explicitly admits discomfort with video and a near two-year gap in doing the thing he's recommending, undermining credibility as someone who has 'actually done this at scale.'
I'm the founder and CEO of Lead Arto, a B2B lead generation and personal branding agency
I haven't been actively placing content on LinkedIn for the last, let's say a year and a half or close to two years
Almost no concrete data, numbers, or named examples are provided. The only semi-specific claim is that he still gets leads from 2-3 year old YouTube videos 'every now and then,' but no metrics, conversion rates, ROI, or case studies are offered. Advice remains entirely abstract.
every now and then I would get a lead from a YouTube video which I've shot like, you know, two or maybe three, even three years ago
not like hundreds of leads every day
This is a monologue with no host-guest dynamic, no challenging questions, and no real discourse. The speaker offers no nuance, engages in no follow-up, and presents assertions without scrutiny or pushback. The conversational structure is absent entirely.
this is going to be a very honest conversation with you
Thanks for watching. I hope this kind of helps at least one or two people
Computed from the transcript - who did the talking, and the words that came up most.
Transcribed and scored by The B2B Podcast Index.
Speaker A: Do not repeat my mistake. Learn from it. Hi, I'm Raj Ghazarian, and if this is the first time you're watching me, I'm the founder and CEO of Lead Arto, a B2B lead generation and personal branding agency. A, uh, warning, this is going to be a very honest conversation with you. Back in 2022, I was actively placing content, and more specifically videos on LinkedIn, on YouTube, making podcasts out of them, etc. For some reason, after some time, I stopped doing those videos. I skipped once, I skipped twice, the third time, fourth time, and here you go. I haven't been actively placing content on LinkedIn for the last, let's say a year and a half or close to two years. Uh, I tried to restart the process after some time without luck, to be quite frank with you. Uh, but I'm, um, the type of guy who likes to say, preach what you do. And currently I'm telling all my clients who are placing content on LinkedIn to start doing videos. And it would be kind of strange, right, if I didn't make videos. So here we go, I'm making a video. And, uh, just for the record, I'm not the type of guy who is very comfortable in front of the camera right now. I'm not very comfortable, but here we go, I'm making a video. And the main two messages for this video are want to, you know, send out right now. Message number one, if you haven't started doing videos yet, please start the process. Please start making videos, because this is a gold mine. This is probably one of the best ways to share your knowledge or expertise with your audience, with your potential clients, help people share, share information, insights, etc. From your industry. Uh, and, you know, the cool thing about videos is if you upload, let's say, for to YouTube, uh, after some time, they are still relevant. Uh, even right now, I keep getting leads, of course, not like hundreds of leads every day, but every now and then I would get a lead from a YouTube video which I've shot like, you know, two or maybe three, even three years ago. So start doing videos. The message number one, message number two is if you are the guy who has already broken the ice and, and if you have already started doing videos but you are in the process of, you know, kind of deciding, should I keep going or maybe I should take a pause. Trust me, do not make my mistake. If you pause and if it's not very comfortable for you, you are at a high risk of, you know, not doing videos any longer. Uh, you have already done a great job, so just keep going. Trust me. Thanks for watching. I hope this kind of helps at least one or two people who are watching the video right now. Um, have a good one and cheers.
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