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Content Is Profit
5 Ways to Get More Traction With Your Content and Build Trust Online Guaranteed
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Hey guys, and welcome back to Content is Profit. Today we're going to be talking about five ways that you can get traction with your content. This conversation specifically came out of an open office hour session that we had in the Business Creator Club. A little bit different. We're not going to fit the audio of the call, but these are some important lessons that we can share with everybody there. And if you want to be a part of it, you can go to Business Creator Club. We meet every single week and we have open office hours and we're putting content production monetization resources in there as we go. So the group is growing. We're so excited. And by the way, if you're listening to this today at 11am Eastern, we're doing a live workshop with Austin, who came in the last episode. It's amazing. And he's going to help us build our high ticket offer. I challenge myself and himself to see if we can build $100,000 offer, which is crazy, and you can come listen and be a part of it and also work on your high ticket offer. So this is open for everybody. I'm put the link right below. You don't need to be part of the business Creator club. You can just register for free right here. Space is limited. I think we have a couple of spots still available. If you cannot stay through the entire session, don't worry about it. There's going to be a replay. But the beginning for AtLead 11 is so important and I would love to have you there as well so you can build your high ticket offer and make money from your content. Let's go. Because this is what we're here for. All right, with that said, here's the episode. Like I mentioned in the intro, we're talking about five things or five ways that you can get traction with your content. Like I said, this came out of like live examples and we might go through them in just a little bit. They're not in a specific order. You can grab these and apply in your content and your business process as we go. So number one is unlocking the safety net. And what do I mean by safety net? Right? Think about when you go out to eat at a restaurant, right? Or your girlfriend or your wife is like, hey babe. Or your husband, hey babe, why don't we go to this restaurant and have dinner? What is the first thing that we do? Or at least, you know, maybe you don't do it. I don't know. But I do it. I go online and I go to my phone and I Start checking on, you know, what kind of food do they eat? Do they serve what kind of food? How does it look like? Is this something that maybe I go to the social media pages and I look at the content that they've already posted in there. That's what I call the safety net. Now, for a business that might look a little bit different, right? But a trend that we normally see, and you tell me if I'm wrong, but when people connect on social media, or they connect on LinkedIn or they connect on these platforms, they. They go back and see, like, what you posted. They go back and see, do they have a podcast? They don't have a podcast. If they have a podcast, how many episodes like, they go on. They might scroll, they might not listen to your entire episodes, they might not watch your entire content. But the fact that you have content being updated every single week or every single day that you're present every single day is a massive, massive plus. Because now your relevance and your authority goes a little bit higher and then that trust factor go, you know, a little bit higher. So we talked about it before, art authority, relevancy and trust. So if your content is there and they check maybe one or two posts and you kind of know what you're talking about and you give good insights and your point of view are relevant to them, that authority, that relevance and that trust are going to go higher and it's going to help you kind of move the needle forward. So how do you unlock that safety net? A lot of people don't get to that point because they haven't cracked consistency and frequency that, you know, they're not frequent enough or they cannot sustain a consistent schedule of posting. Maybe there's an afterthought. Maybe you're running a business and, you know, content might be the last thing that you're thinking about, which, by the way, it should be one of the first ones. But I was a fitness studio manager, right? And I was there. The content was the last thing that we wanted to do because corporate was ruling content. And they're like, you guys have to be present and do this and that. Man, I had, like, a thousand problems. I had to, like, go and take care of my sales team. I have to make sure the coaches are doing their job. I have to train my sales staff, like, all these things, right? So how do we come up with a system that we can be consistent and we can be present and it could be at whatever cadence you decide to do? But that's why the publishing pyramid is there. It's part of the business Creator club. Go there. Business Creator club is right there on their resources and you can download it or if you have any questions, just send me an email. But once you have that unlocked where you've been publishing, it's going to be awesome. Because as you start connecting with people online, as you start jumping on calls, as you start, you know, guessing on podcasting, people are going to go to your socials and they're not going to see nothing. They're going to see stuff in there. It's not going to be empty. And then your trust goes through the roof. So unlock your safety net. I hope you can achieve there. For us specifically, how does that look for us? Is our podcast, right? Maybe on social, Obviously we have clips going out every single day and they might not be the most viral clips or anything, but I tell you, it does help because every time we go to an event and we start saying hi to people and we're shaking hands and maybe we're on stage talking specifically on that event, they might be going to our socials. And the comment that we see every time is like, guys, I see you guys everywhere. I see you guys everywhere. Right? And that increases the trust. And then we can move the conversations forward for a deal or a partnership or a joint venture or whatever that looks like, by the way, at least to my eyes, audience eyes, or downloads. It doesn't apply to this. So it doesn't matter. Just make sure. It's like, how can I be present every single day, right? It could be a picture, it could be a written post, it could be a podcast episode. You decide what the format is. So let me know in the comments if you have any thoughts about this. But these are the kind of stuff that we talk in office hours in the club. Let's go. All right, number two, your creation anchor. So obviously to go to this point where you can be consistent, we have to come up with a system to make sure that we can actually create and publish the content. So remember the six levers, right? Messaging. Like what do I say? Creation. How do I create it? Production. What does that look like? The final content product, how do I distribute it? How do I monetize it? And then how do I manage all this? So your creation anchor is going to come on that second face on. How do I actually create the content? To create something, to be able to, you know, produce it and then distribute it. And production can be minimal. If you go live, for example, so maybe non existent, but we have to make sure that do that so this first step is crucial because without the creation, there's nothing, right? So one of the examples that we had in the office hours was really cool, was, you know, with our man Sergio shout out, because he's been in every single call. It's amazing. And he struggled, right? First, inviting people into his podcast. Second, that he really felt like he needed like some kind of, like original content with the reels and things like that. So he's anchor. He decided to. Every time he's driving with his business partner, his business partner was going to point a camera at him, he was going to ask a ton of questions, and he was going to answer those questions. And each of those questions became now a reel that is in his social media. And what he told us that day is that he was able to record about 30 answers, which became one post a day later on in his distribution cadence, hence hitting his content safety net. So, so cool. So what is a creation anchor? A creation anchor is maybe a situation in the day, maybe a time in the day, maybe an activity that you're doing that you can connect directly with your creation process. So we often say, you know, when you go to the bathroom to do number two, for example, right? This is like the funny example everybody laughs about. But when you go there, like, what do we do? We grab the phone, we start scrolling, right? So in our specific case, when we run this 45 live, we set this as an example. I was like, okay, what about we use that time instead of watching content maybe to draft some ideas. So that became the content anchor, you know, in that specific example, to draft content ideas. And then after, you know, you're done with your business, you go in front of the camera and then you record, right? So what could be another content anchor for me specifically on 45 Live, was every time I was going to go have lunch, that was like the start of my process. And I'll just have a piece of paper or my iPad next to me. And as I was eating lunch, I was drafting, you know, what is the story I was sharing that day. And then right after lunch, I would record right there. So what is your anchor for Surya is every time he's driving with his business partner for somebody else? Could be like, every time I walk into this, like, office where I have everything set up, that's when I'm gonna create. Like, how do you can create. How can you identify a moment in your day or an activity in your day where you can trigger creation right away, right? So identify that moment. It's going to Help you big time put it in your calendar and associate creation moment with that. Obviously, this depends on what type of content you're creating, right? If you are sitting down and designing some. Some posts or writing for blogging, like, it's gonna make sure that you do that for blogging people. We have a great example with Michelle. She's also part of. She turns out that podcasting was not her thing, but blogging was her thing. And she identified that she was already writing for two hours every couple of days or so and she was writing for herself. So she decided to switch that and write instead for her business and her newsletter. And she got traction really, really quick. Sweet. All right, onto point number three. Be okay with being rough. It's a hard one for a lot of people. I've seen it, especially in the studio when we have new content creators and people that come to record their podcast for the very first time. Most people kind of want it to look and feel very professional. And hey, with equipment today, you can make look and feel any type of content, like very, very professional. But we still have stage number one, which is the messaging. It's like how we deliver that, that plays a big part on the content being perceived as professional. Right? What comes out of our mouth, the way that it comes out of our mouth is also very important. And no amount of post production, no amount of production can make that look good. So if we're starting out, if this is your first time kind of putting video out there, even if you have years of experience delivering the content that you're about to deliver, which, by the way, if you have years of experience, you know your stuff, you're awesome. It is probably going to look a little rough. There's an exercise that we shared a couple episodes ago is from an expert in speaking in public. It's like, hey, create a content and then listen to it. Don't even watch it, just listen to it and you can start learning a lot about yourself and you're going to start learning a lot about how you deliver the message. For example, I know I speak a little bit faster than usual. I know I run out of breath sometimes. That's something that I am consciously working to get better at and appreciate the feedback for those that have sent feedback. But again, be okay with being rough. The cool thing about social media today is that there's so much out there and there's so much opportunity that even if you put something and it doesn't work and nobody watches it, that's good. And maybe you're not okay with it, or maybe it's not like the highest quality possible that you want to achieve, you know, for personal reasons or whatever. It's okay. You get a second try an hour later. Because the algorithm is not going to show it if it's not good or not relevant to people. So how do we know if it's working? It's because more eyeballs are looking at it. Right. And there's obviously different ways to approach this, but take it as a good sign that maybe I personally need to get better and that's okay. Right. And you can be at peace with the type of content that you put out there. You might be adding a ton of value for a small amount of people, but that a small amount of people are creating a big impact versus chasing big audiences. Right. So take it as an opportunity to do that and be okay. That's going to be a little rough at the very beginning or even after years. Right. Like, this is episode, I think officially 583, but unofficially more than 600. And sometimes they'll still make, you know, those little mistakes or, you know, maybe I forgot to say this, maybe I forgot to do that. Maybe I deliver this in the wrong way or, you know, whatever it is, maybe it's a caption. Right. When we put the caption in the, in the video, it might not be spelled correctly or we missed a comma. Right. Don't worry too much about those details because that's going to hurt your consistency, is going to hurt your safety net, it's going to hurt your publishing cadence. It's just going to add friction to the process. So make sure we put it out there and take every opportunity as a way to get better. Sweet. All right, number four, there's a little bit more specifically on long form content and podcasting, but your interview safety net, as in, like, what are the questions that we're asking? So if you're having an interaction with somebody and this specifically for a lot of the people that come to the studio on a. Like, how do we build authority in the. In the content? And this can be kind of like also a topic safety net or a way to, you know, once we forget the topics, how do we do that? So interview in our interview to be able. Or the conversations to be able to achieve that authority level together with our guests. Something that we do is like, we don't approach it really as an interview, we approach it more as a conversation. We're both equals and we're talking about this specific topic and we draft a couple questions Maybe five or six based on what they've done in the past or the submission form that they sent. And we keep them in our document to make sure that if for some reason we go blank, if for some reason we lose the train of thoughts, or maybe we get to a dead end because it does happen, we always go back to those questions. So in our specific case, we had what Disney uses for all their movies, and a lot of marketers teach as well. It's called the Epiphany Bridge story or the Hero's Journey, more than likely. And the hero's journey is like, there's, like, this person that goes through a transformation in their journey, and there's things that happen along the way. So we have these markers, as in, okay, the beginning of your story. And, like, what was your first challenge? And, you know, what was the thing that you did that changed everything and was a realization, right? Like this arc of story. And for us, for a long time, that was our interview safety net. So to keep the interview going. So if we will hit a dead end, we will default to some of those questions about their story. Now it's a little bit different because now we're. We're talking a little bit more tactically on the content side and not diving too, too, too much into the backstory of the people that comes to. To our tour show. But now it's, you know, maybe three or four questions based on how to make money. Because that's. That's the name of the show, right? Like, how do we create profit from content? And. Or, you know, maybe what was, like, the one strategy that, you know, helped us move the needle forward that they realize and, you know, it also has to be with, like, the. The hero. If you are in the game of having conversations with people online, whether that's Instagram, live, podcasting, like, any kind of stuff, what is your safety net for those interviews? So you're ready and the flow continues. And the end game of this, because, again, it can be fixed in post production, right? Obviously you'll be like, okay. If you're not going live, like, okay, no worries. Let's just reset and do this. But at the end of the day, what we want to do is we want to have a great experience with that guest and the fact that the conversation flows and then we don't have to do retakes and it. It doesn't add friction to the process. You come off as very professional because that's a person that you want to develop a relationship with to maybe help your business Right. And he's also going to save you or your team hundreds of hours in post production because then you don't have to go back and kind of check on that. So I recommend having those and do a good prep and making sure that the interview goes because authenticity is the best. Authenticity helps kind of build that trust, that authority, that relevancy. Right. If it's like a hyper produced, you know, there's this trend, again, depends on the industry. But think about like how you like to consume content. Right. And again, a model after that. But this is specifically for, for those interviews. And number five, the last one, Here we are. Are we good on time? Yeah, yeah, we're on time. Okay. Number five, start leveraging. So I'm a firm believer that if you're a creator, if you're a CEO of a cmo, if you're like you're in a position of leadership in your company, you should at least start experimenting with your content creation. Any part of the process, right? From messaging, from the creation process, maybe producing a little bit. How do we distribute this content? Obviously you're going to be very involved in the monetization side because you're selling a product or you're selling a service and then how do we run things? Especially if you have a team, 100%, I will highly, highly recommend, if you haven't dipped your toes into the creation process and the post production process, start experimenting because you need to know what's going on, especially the messaging, right. Like if it comes from you, is way better, is going to come more authentic and people are going to connect with you. And we've seen many example of companies are B2B that might be in real estate, financial, different things. And you know, the attractive character or the person in front of the camera might not be the CEO or might not be somebody else. And it just creates like this separation. And you know, maybe your company is looking for that separation, I don't know. But I'm a big fan of bridging the gap between that. So that's why we do our podcast, that's why we scripted and people are dealing with us at the end of the day. Right. Like, so I don't want to lie, I don't want to spend extra energy on that kind of stuff. Now it's going to be a point on the other side that, you know, you might be wearing all the hats, you're coming up with a messaging, you're coming up, you know, with a creation process, your content anchor, you're creating in the car you're creating in your podcast studio like you're the one editing the videos, distributing everything, right? As soon as you can, as soon as you build your resources, start leveraging and find the constraint like what is the thing that you don't enjoy doing? So a lot of people that we've seen so far in our experience, the distribution lever is the one that gets hurt the most because we spend a lot of energy coming up with our ideas, recording, editing, and then we're like, okay, the content's done, here it goes. And we kind of like leave that part of the process out on, you know, what are some distribution vehicles that we can do? Can this be a blog as well? Can this be on YouTube? Can this be paid ads? Can this be on a newsletter of some sort? So pay special attention to that. Pay special attention to the things that you don't like doing a lot of people offhand editing, you know, or post production, right off the bat, that might be the first one to go. Or make sure you find an editor that kind of knows what you talked about, or a production person that has worked in your industry that kind of knows the topics and kind of knows what you're talking about. And today you can find a little bit of everything, right? It's very different that you're going to go hire a video editor just because you like the way that they edit the vlogs. But then you're not creating vlogs. You might be creating long form content that's highly educational, right? Maybe they're able to bring some of those elements in there, but it's not what they're known or the technique. The technique is very different. So that's why you got to get your hands dirty a little bit and then figure out a way that you can start offloading these little parts of the process. Right? In our specific case, the first thing that we kind of gave out to somebody else was the podcast editing on post production because it was just taking us a lot of time. But in our specific case, we created a system that we're like, hey, this is how we want to do it. Very simple, intro, pattern, interrupt, interview, maybe a couple of changes of cameras. And that was a roadmap that we gave our producer. And the edits come out every single week, twice a week. And then we went to the distribution side and we took that on and we're like, hey, where are the platforms that we're going to put this, how we're going to do it, how we're going to grab the descriptions and then we brought the process and when we gave that away and you start building these team or this, you know, you start building and training this person that is going to be able to do that. So start leveraging your team, start leveraging your resources to be able to keep consistency and frequency in your publishing. So if you start experimenting with these five things, like I said, quick recap. Unlock your safety net with consistency and frequency. Find your creation anchor. Be okay with rough, it's totally fine. If you're doing interviews, what is your safety net? If you're doing solo content, what is your safety net of topics, right? And then at the end it's like start leveraging and find the constraint that might be the thing that you don't like doing and start offloading that immediately. Because today, today we need to be present online in whatever way you feel comfortable. Obviously we're big fans of podcasting, but whatever way you feel comfortable, we need to be present online. So hopefully this helps you move the needle forward. And with that said, I will see you today at 11am Eastern Thursday, July 10th. And if you're listening to this past that date, you can go to Business Creator club. The replay is going to be there on how we build a high ticket offer together with you. And again, this is not for you to buy the high ticket offer. If it applies to you, awesome, we can talk. But it is also free for you to develop your own high ticket offer and you can make a ton of money doing it. So with that said guys, thank you so much for tuning to the Contents Profit podcast and I'll see you on the next episode. Take care.