I recently caught up with Owen Hemsath at VidSummit, and as always, he didn’t disappoint. For those of you who don’t know Owen, he’s one of the top video marketing experts out there—a YouTube strategist who’s helped countless creators and brands not only grow their channels but turn those views into serious revenue. His insight goes far beyond just getting attention; it’s about turning that attention into something meaningful and sustainable.
But here’s what makes Owen stand out: While many focus on the content, Owen focuses on connection. During our chat at VidSummit, he dropped a bombshell that all creators need to hear: Nobody wants your course. They want community.
Owen’s bold claim: “Nobody wants your course“
That’s how Owen kicked off our conversation. It’s a tough pill for creators to swallow, especially when everyone seems to be rushing to create and sell online courses. But Owen’s not saying courses aren’t valuable; he’s saying that your course alone isn’t enough to keep people engaged long-term.
“Your course is just a gateway. What people really want is connection. Sure, they’ll buy your course because they want to learn something, but they could just as easily find that information on YouTube for free. What keeps them coming back is the community you build around it.”
Owen Hemsath
Award-winning Business Growth Strategist
This is a game-changing mindset. Your course isn’t the end goal—it’s the start of something bigger. It’s the entry point into a relationship, and that relationship is what builds loyalty, repeat business, and long-term success.
From transaction to transformation: how to build a real connection
Owen’s take is clear: Stop thinking of your course as a standalone product. Instead, treat it as part of a larger ecosystem designed to foster connection. Think of your course as the hook, but the real product you’re offering is the community. This is where creators can go from having a transactional relationship with their audience to building a truly transformational one.
People might watch your course at 2 a.m., but what they’re really looking forward to is joining your live calls, interacting with you, and being part of a group where they feel they belong. That’s what keeps people engaged, and that’s what builds long-term loyalty.
This idea of building real human connection in a digital world is more critical than ever. Owen stresses that as creators, we need to go beyond just delivering content—we need to deliver experiences that people can’t get elsewhere.
The future of marketing: it’s still about human relationships
When I asked Owen about what’s next in the world of marketing, he didn’t talk about the latest algorithm changes or shiny new tech. Instead, he brought it back to basics.
“The future of marketing is what it’s always been—human connection. Social media, video, AI—these are just tools. The foundation is still relationships.”
Owen Hemsath
Award-winning Business Growth Strategist
Owen’s background as a YouTube strategist has always been about more than just racking up views. His focus is on creating systems that convert attention into business outcomes.
Everyone’s chasing virality, but virality doesn’t pay the bills if you’re not converting those viewers into customers or community members.”
This brings us to one of the most important lessons from our conversation: If you’re not building an email list, you’re missing out on your business’s most valuable asset: your email list. The email list is where the real relationship-building happens—it’s where casual viewers become lifelong supporters.
How to leverage video and email together for long-term success
One of the things I’ve always admired about Owen is how methodical he is when combining video marketing with email. He’s a master at using YouTube for exposure, but what sets him apart is how he drives that attention into an email list, which he uses to nurture relationships and ultimately drive sales.
People know me as the YouTube guy, but a huge part of my strategy is email,” Owen said. “YouTube is fantastic for reach, but it’s email that converts. I use video to promote lead magnets—like a free guide or a calendar appointment—and once someone opts in, I’ve got their email. That’s when the real nurturing begins.”
Actionable steps to start building your email list
Here’s where it gets practical. If you want to follow Owen’s lead and start using video to build your email list, here’s how to get started:
- Create a Lead Magnet: Offer something valuable in exchange for an email address. This could be a free guide, a checklist, or exclusive behind-the-scenes content. The key is to make sure it’s something your audience finds genuinely useful.
- Use Your Videos to Promote the Lead Magnet: At the end of your YouTube videos, mention the lead magnet and explain the value of signing up. Don’t just add a link in the description—speak directly to your audience about why they should join your email list.
- Leverage Your Email List for Nurturing: Once you’ve got their email, don’t just hit them with a sales pitch. Create a follow-up sequence of emails that add value. This could include more in-depth video tutorials, exclusive tips, or invitations to live calls. Nurture the relationship before you ask for a sale.
- Think Beyond Virality: Like Owen said, “It’s one thing to go viral, but how much business did you convert from that?” Your email list is where conversions happen, so prioritize building and nurturing it.
The power of consistency: turning small sales into lifetime customers
Owen is a big believer in the long game. “Your first sale might be a $29.99 product, but over time, that same customer could invest in a $5,000 program,” he explained. The key is consistency—showing up for your audience consistently and offering value at every stage of the customer journey.
Here’s where Owen’s strategy really shines: He uses email to send follow-up videos that may not be optimized for YouTube’s algorithm, but they’re optimized for conversions. These videos are tailored for his email subscribers and designed to nurture them from casual fans into paying customers.
“The small sale today turns into the big sale next year, and then a lifetime customer after that,” Owen said. This approach is what allows creators to build scalable, repeatable revenue streams.
Turning Viewers Into Loyal Community Members
Owen’s message to creators is clear: Stop focusing solely on content and start focusing on community. If you can build a loyal community, the content will naturally follow. And the best way to build that community? By combining the reach of video with the personal touch of email.
Owen’s advice is actionable and to the point:
- Create content that leads to community. Use your course or video as a way to get people in the door, but what will keep them there is the connection they feel with you and the rest of the community.
- Nurture relationships over time. Don’t treat your audience like a one-time transaction. Use email and video to nurture that relationship so they feel invested in your journey—and you in theirs.
- Focus on consistency. Whether it’s showing up on YouTube, sending regular emails, or hosting live calls, consistency is what builds trust and loyalty.
Final thoughts: build something real, build something that lasts
At the end of the day, Owen’s insights are a reminder of what truly matters in the creator economy: relationships. It’s not just about going viral or selling a course—it’s about building something real and lasting. And that starts with community.
If you’re serious about taking your creator journey to the next level, follow Owen’s lead. Start building your community now, nurture those relationships, and watch how it transforms not just your business, but your entire approach to content creation.
And if you’re ready to take action, check out GetResponse’s Content Monetization Tools. With the right tools and strategy, you can turn your audience into a thriving community and your content into consistent income. Let’s make it happen.