90 days, one YouTube shift, and a lift in LLM visibility
Before Creative Little Planet started working with Swoogo, their YouTube channel was doing what most B2B channels do: uploading webinar recordings and product walkthroughs, treating the channel as a dumping ground for branded content. Useful for the customers who already knew Swoogo. Invisible to everyone else.
That’s the channel most B2B companies build, and it’s why most of them quietly give up on YouTube before it ever pays off.
Built for how event marketers Work
We rebuilt the channel around how modern event marketers actually do their jobs, with two content tracks running in parallel.
The first maps to the full event lifecycle: before, during, and after. Practical, problem-first videos covering the stuff event marketers Google at 11pm on a Tuesday, like registration without losing data, personalizing attendee journeys, building an event site without a developer, and running more field events with a smaller team. Less “here’s Swoogo’s features.” More “here’s how to solve the thing on your plate this week…and oh by the way, we’ll show you how to do it with Swoogo.”
That’s the channel most B2B companies build, and it’s why most of them quietly give up on YouTube before it ever pays off.
Built for how event marketers Work
We rebuilt the channel around how modern event marketers actually do their jobs, with two content tracks running in parallel.
The first maps to the full event lifecycle: before, during, and after. Practical, problem-first videos covering the stuff event marketers Google at 11pm on a Tuesday, like registration without losing data, personalizing attendee journeys, building an event site without a developer, and running more field events with a smaller team. Less “here’s Swoogo’s features.” More “here’s how to solve the thing on your plate this week…and oh by the way, we’ll show you how to do it with Swoogo.”
The second was timed to Swoogo’s MCP server launch, the first native integration in their space that connects event data to AI tools like Claude and ChatGPT. The Claude video was the breakout. Event marketers aren’t picking event tech over AI, they're running both at once, and the content meets them there.
Every topic and brief came out of our ongoing AEO analysis with Peec AI: what event marketers are searching, what AI tools are citing, where the gaps sit. Our production partner Share Your Genius brought it to life on camera. Tight feedback loops, fast turnarounds, and a real publishing cadence instead of one polished video a quarter.
Putting a face to the channel
B2B channels that grow have a host. Someone the audience recognizes, trusts, and clicks on because they know exactly what they're getting. For Swoogo, that's Jake. He didn't need to be an event marketer. We brought the topics, the briefs, and the angles. He brought the camera presence that makes event managers stop and watch.
Jake's parents now watch the channel (hi, if you’re reading this). So do a lot of event marketers. Audiences build relationships with people, not brands.
Views are nice. Owning the category is better.
Ask Claude or ChatGPT how to connect your event management data to AI tools, and Swoogo is the answer. It holds 91% share of voice on “connect event data to Claude” and 73% on the ChatGPT variation, ranked first on both. These are buying-intent queries, the questions event marketers ask right before they make a decision.
One prompt is a tactic. A category is the story. In March, Swoogo ranked last in the event-tech set we track. Three months later it sits fourth and climbing, past two competitors while the incumbents lost ground, and with the strongest sentiment score of any brand in the field (huge thanks to Peec for helping us discover and track this).
Peec shows the mechanism behind that climb, not just the outcome. The models building these answers cite YouTube more than almost any other source, and Swoogo’s videos rank among the most-cited of all. The visibility gains track the publishing cadence prompt by prompt. The videos earn the views and feed the answers.
YouTube is one of the most frequently cited sources in Google's AI Overviews and across LLM responses. So when event marketers ask how to connect their event data to AI, Swoogo's videos are often what comes back.
Our playbook for Swoogo’s YouTube channel
Five moves are taking Swoogo’s channel from a brand to category-defining:
A before/during/after playlist mapped to real workflows and the event marketing season, not product features.
Launch-driven content around the MCP server and the rise of AI in event work.
On-screen talent with direction the audience could actually connect with.
Video topics mapped to commercial keywords with growing AI search volume.
YouTube treated as an SEO and AEO play, not a brand-awareness side project.
That’s how we think about content at Creative Little Planet. Less brand theater. More commercial growth. Let’s build it for your B2B brand.