Show Notes

Air Date: 9/15/2020

How to build relationships using content-based networking

James Carbary is the founder of Sweet Fish Media, and co-host of B2B Growth, a daily podcast for B2B marketing leaders. James is a contributor for Entrepreneur & Business Insider, and he’s the author of Content-Based Networking: How to Instantly Connect With Anyone You Want to Know.


In the episode:

1:37 – James talks about the football game that changed the course of his life.

5:23 – James explains the concept of content-based networking.

7:50 – While some people think that relationship building can result in one party taking advantage of the other, Nancy and James describe how they don’t think of it that way and why friendship needs to be used in business more often.

11:25 – James describes how to create a repeatable process when building relationships, starting with your goals.

15:44 – Nancy and James talk about how their podcasts help convert listeners and guests into customers.

19:28 – James explains his mindset for building relationships.

24:31 – James gives a few tips to build relationships for introverts.

30:20 – James explains how the Sweet Fish Media named formed out of his affinity for Swedish Fish.

32:21 – James shares how to grow a podcast audience, emphasizing on the importance of the name of your show.

37:25 – James gives an African proverb from his TED talk and explains its importance.

41:11 – James shares some ways to use content to help you stand out.

43:44 – James talks about the resources that help him maintain relationships.



“I don’t think we use the term friendship enough in business. I think this strategy of content-based networking, creating content and collaborating with the people that you want to know is allowing me to initiate friendships with people that otherwise would be really hard to connect with.” – James Carbary, founder of Sweet Fish Media



Sweet Fish Media

Content-Based Networking by James Carbary

B2B Growth

Profitable Podcasting by Stephen Woessner

Sell with Authority by Drew McLellan and Stephen Woessner

Agency Management Institute

The Marshall Report

Nancy’s Forbes Column

The Joe Rogan Experience with Joe Rogan

The Marketing Book Podcast with Douglas Burdett

The Garyvee Audio Experience with Gary Vaynerchuk

Simon Sinek

Noah Kagan

The Portland Pod



Listen to Stephen Woessner’s PR Maven® Podcast episode

Listen to Drew McLellan’s PR Maven® Podcast episode

Listen to Emma Dimock’s PR Maven® Podcast episode

Listen to John Lee Dumas’ PR Maven® Podcast episode


Activate the PR Maven® Flash Briefing on your Alexa Device.

Join the PR Maven® Facebook group page.


Looking to connect: