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Content Is Profit
AI, Authenticity & the Truth About Content That Works (BCC Behind The Scenes)
00:32:28
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- [00:00]
A
Hey, guys, and welcome back to Content is Profit and Business Creator Club. So today is a special episode on Full Transparency. We were in one of our office hours at Business Creator the club, and we have Ben and Sergey that jumped in. And I'm getting ready to go to a panel this afternoon and, you know, we answer some of these questions and I'm like, maybe it'll be a good idea for me to kind of test this topic.
- [00:24]
B
Right.
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A
And we're specifically talking about marketing that works, AI, video and shareability. So we're going to be asked a few questions, questions this afternoon in our panel and we are going to share our opinion. But I wanted to also be prepared to a mini presentation just in case. You know, we always have these questions afterwards. And that's kind of what we did. I asked him a few questions on the topic and they share their thoughts and their concerns. And I was writing something. So what you're about to listen or watch is actually the live recording of that. So one is not the top, top video quality. So if you're on YouTube, I apologize, but I think the topic itself, it's. It's actionable for podcasters or video creators in, in general. And the feedback that we received was super awesome. And we're going to test it again. We're going to go back this afternoon and do it on, on the panel. But a couple of things, obviously we go is like, how do you actually can leverage AI so you can get quality video and shareable content? Super important. There's like six very specific things that we go over so you can do that. So with that said, enjoy the episode. Yeah, I've been taking notes like crazy over here and it's helped me kind of structure a little bit. Obviously it's not a presentation, but I think I'm gonna make it a presentation for the, for the, for the community. Nice. Because it's really nice.
- [01:50]
C
Add a point for that as well. Yeah, whoever. Whenever. Whenever. I'm following most of the people, I've learned from a lot of people, but I've only chose very specific people as my mentors. And here is the difference. The people that I have learned from, I've learned just for the sake of knowledge. That's it. And I forgot them. Most of the people, 99 of the people that I actually learned anything from, I've watched hundreds of YouTube videos. Most of the people I barely remember, the very few that I remember are basically something that I connect on my personal life. Nothing to do with business. If they, even if they stop creating Business content. I'll still go watch their stuff because they do something else that I resonate with as a person. There are more commonalities that I look for. Basically, the more intersection that you have with them in with respect to topics and interest, the more bond you have with them. Even though you do not. Did not meet the other person forever, you can. You do not have to meet the other person. You can still have that connection from your side.
- [03:03]
B
Yeah.
- [03:04]
C
Same goes with Lewis and me. When was the last time we spoke before I joined this?
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A
I don't know, like a year. A year probably. Time flies, man. It's crazy. Exactly.
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B
Yeah.
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C
But when we connected, I was like, I know Lewis. Like, he's not going to change as a person.
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B
Right.
- [03:25]
C
So that is also one thing that I feel like I look for from people. Yep.
- [03:32]
A
That's awesome. Cool. Can I share my thoughts?
- [03:36]
D
Absolutely.
- [03:37]
A
Okay, thank you. By the way, like, what you guys, because you guys are obviously are bringing in, have been creating for a long time both, like, different type of content with different purposes, of course. But I think it's interesting, right? Because in the context of podcasting, especially like in this topic, right, Marketing that works. That's that title. This. They gave us this, by the way. Like, this is not something that we chose, but it's like marketing that that works. That's relative. At the end of the day, I literally just had a discussion with Fancy two days ago where we're exploring new ways of content because in his mind, we need to be more like direct response type deal, right? Like, hey, we publish this piece of content, what is the direct connection to it? My point of view is content is almost like a support system for your outreach and your relationships, right? Like, I connect with you guys and then people go researchers. And I think both are okay. They're both work, right? They're both are, right?
- [04:34]
B
So.
- [04:35]
A
So the healthy discussions that we were having was like, okay, I personally don't want to drop anything that we're doing, but we can add to it. And in his mind, he's like, we need to change completely as far as, like, short form content goes, right? Like video clips from the podcast versus, like, more intentional clips. And I think there's a world where both can live depending on, like, the distribution channel. So again, for me, what we're doing works. You know, it's like, okay, how do we measure? And we show that it works, right? Because every single person that comes to our studio, for example, they either heard the podcast, they've seen the podcast, they've seen the clips because, you know, we direct sending to them, right, Versus a call audience. So I think it's depending on the type of. Depending on the place of the funnel that they're coming through, like social funnel, the email list or whatever. Wherever they're in, they're going to consume a different type of content. So let's say specifically on podcasts, right? AI, video and shareability, right? Like, those are three massive topics to start with, right? And it's like, okay, I think, I think AI can solve my problem. All my problems. I think a lot of people are like, okay, AI is going to solve it all. Video, obviously, in the context of podcasting, it will be like video podcast. And then shareability is like, I guess how our content can go semi viral. Viral or more people can see it, right? I think that's the premise. Now, from that point of view, if we tackle this without any structure, I think it's going to be really challenging. It's going to be like, okay, we're going to get lost because there's going to be a thousand tools, there's going to be a thousand tactics that we can go. So what I like to always go is like, okay, based on our situation today, whether you're like a new podcaster or if you are a seasoned podcaster, you have a few episodes or you need to evolve your show, we need to one, measure our resources. Why is the time that we're investing in this? What is the team that we're investing in this? So we can then leverage based on that. So we have a content goal, which is our podcast has to be shareable in a sense, right? And then it has to be obviously good quality in a sense. And again, this is going to be relative to everybody. And then we can use AI to leverage and get to that goal. So we got to define where actually we going with the podcast.
- [06:56]
C
Also, I also want to talk about the purpose of the podcast. Exactly the purpose, meaning right now there are two different angles just adding to what you're saying, okay? One is to get more reach and turn that reach into clients. That's the first way. And the second way that I've been hearing is I believe this is what you're doing as well. Build relationship with the people who are. Who you are, bringing us the interview panel and building their relationship with them and turning them to clients. So that is the first thing that you. That a podcaster needs to identify on what is the goal of the podcast? Because I'm going down that journey right now and I my intent is to convert the people that I'm interviewing into a client. I do not care if I have hundreds of downloads, millions of downloads. That metric doesn't matter to me. Yeah, I just want to. I just want the other person's attention for one hour to me, with me.
- [08:03]
A
That's it.
- [08:04]
B
Yeah.
- [08:05]
A
Okay, That's. That's powerful.
- [08:07]
B
Right?
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A
I'll add it here. Like, obviously, what is the number one goal of your podcast?
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B
Right?
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A
If we're going for the audience and then obviously, the person that you're having the conversation with you, it's obviously your number one audience member, because, like, he's listening to you as you speak. We forget that. That sometimes.
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B
Right.
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A
And obviously, what are the resources that are invested into that?
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B
Right?
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A
Whether it's an interview show, it's like, okay, the time that you spend booking the person, this time that you spend doing the research. So we need to start finding those Lego pieces. I see them as Lego pieces to start, you know, leveraging AI to make a better video so it can be, you know, shareable. Whether that's with one person, like, that person's like, oh, my gosh, this is great, I'm going to share and promote it. Or if you want your audience to kind of do that. So I think part of it is, okay, we have to make. I think we have to make content that people want to share. That's number one, right? Whether there are guests or an audience that are like, oh, my God, this was a great experience. I'm going to share it, right? Or, oh, my gosh, this content is really helpful. It's going to solve my problem. I'm going to go share it.
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B
Right?
- [09:06]
A
I think that's super important. And where now, obviously there's a thousand elements. So where do we start? What I like to do is obviously, you guys know this frameworks publishing pyramid and the six levers. I publishing pyramids, like, what are the resources that we're using? What is the capacity of those resources? Right? What is my consistency, commitment with those resources? Like, once a week, every day, whatever, Right. In a podcast, weekly, you know, depends on each person. And then at the bottom is like, what's my messaging? Like, what is the thing, like the core of the podcast that maybe people want to share?
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B
Right?
- [09:38]
A
So the marketing message is, hey, let's say AI is obviously a big wave of topics. We're leveraging that to create a hook, a story, and an offer for the content itself so we can, you know, be more shareable. So obviously that's number one. We gotta measure that like how much time I invested or how much money am I invested in that? And then the six levers. Because within the six levers, we can start pulling those levers and finding a place for an AI tool or a tactic or a framework that can help us move towards that goal. So quick review on the levers, right? Messaging. So what is something that can be polarizing? What is something that's helping people? What is something that's solving somebody's problem, right? If we do that, then we add to the shareability bucket. The second lever is a creation. How can we create something that looks good, feels good, sounds good, right? Obviously there's AI tools for that. So let's say, you know, you can use ChatGPT to the research on like how to do a home studio so it looks good, right? You can use, you know, chatgpt to the research on, like, if you don't know how to set up your camera, they can do that for you, right? Like there's software that can enhance your footage. Like, how do we enhance our place of creation? Or at the same time, how do we turn the information that we did on messaging for a script that you can do? I'll give you a quick example. We. I went through a rabbit hole the other day on. I want to do almost like an office skit for. To promote our studio. So I want to do 1 minute to 2 minute little video verticals, right, that are mimicking the office style of content with me, I'm Fonzie as characters. So it all happens in the studio is all fictional. But then people are like, oh, that's a podcast studio. We want to go there type deal, right? And I went through this rabbit hole and I just started talking to ChatGPT. I'm like, hey, can you help me with this? Right? This is the idea, this is the message I want to convey. You know, these are the characters. The goal is to promote the podcast, you know, in. In a very passive way through fun. Help me with the scripts. And he sent me four, four scripts and I was laughing my ass off at 1:30 in the morning. And now we have an idea that we can create, right? And it's like, here's how you can create it, for example, right? We used AI through video shareability. I think that that's very powerful. Now the next one is production. How can we help towards our goal of that video to be shareable production? Well, depends how we're going to edit this. Do we do clips? Do we do a full episode? Obviously there's AI Tools that we can add on a list. I have a bunch of them that can help you leverage. So if you take four hours to edit one podcast episode and clips, how can we reduce that to one hour? Right, because it's going to help us through AI, because if we move faster, we can create more, we can have more flexibility, we can have more frequency, and then we can test our message faster and we can get feedback faster and we can get better faster.
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B
Right?
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C
Right.
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A
That's just one example. After production, obviously, monetization, like, how do we plug into that? So depends on your monetization model. If you sell a product, how can AI feed that episode to your sales pipeline, for example, because you're helping them with solving a problem. How can we share that episode with as many people as possible? So they listen and then they come to you.
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B
Right?
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A
There's ways that we can do that. So again, very specific problems, like Surya, like you mentioned, right? It's like, okay, what is the next step? Can AI help me solve that?
- [13:14]
B
Right?
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A
Is it shareable? Is it likable? I think the first one and then AI is like the gasoline, that kind of poof, makes it explode and go faster.
- [13:24]
C
And also, just to add a note on this, the AI solution that I look for should be executable within the next 24 hours. If not, I'll not even go down that route.
- [13:35]
A
I think that's a good rule for people to implement. And obviously, you know, if you have a. If your monetization system for your content is sponsorships.
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B
Right?
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A
Well, first of all, how we're going to find those relationships? How are we going to connect with them? How are we going to have a conversation with them? Is there a way that we can, you know, is our content good enough so we can, you know, sell the platform to them, type deal? And then obviously we have ops, operations and distribution. And operations and distribution. You know, obviously you have organic distribution, then paid. So this is where shareability comes, right? Are we creating content exciting enough for people to share for some reason? We have a clip on TikTok that. It's hilarious. I don't know. Even TikTok was uninstalled my phone. I try to stay away, but it has almost 800,000 views and I have no idea why. That's the fun part.
- [14:30]
D
It literally could just see because someone left your video on while they were pooping on the toilet or something.
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A
Probably, you know, the. Or, you know, the fun stayed on forever and just on repeat. But yeah, no, but it does have a ton of Content like comments. And here's. This is the funny part is Jason Bernard. He's an expert on AI and Google ranking. New wave of all this. And the guy wears. He's talking about wearing a red shirt for every single event that he goes to. And red shirt is his brand. And he has a little white beard. So my theory is that people are having a blast because they think Santa is at these events. That's my theory. Because of the type of comments we're gonna check.
- [15:17]
C
I was going to test this theory that going to a major event for.
- [15:23]
D
The longest time, like, I had, like, other entrepreneurs shirts just in my entire wardrobe. And then when I started interviewing people for my interview show, it's like, well, I don't want to wear their shirts because I'm. It might look bad if I'm interviewing one person, then another person's brand on my shirt. So I just started, like always making sure I had an Under Armour shirt when I was on. When I was on interviewing someone. And then slowly, that has just filled up my entire wardrobe now.
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A
That's hilarious. Here. Okay, here, let's see where this is.
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B
At.
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A
Because I haven't logged into TikTok in a long time. Actually, I can't even see. Chinese are after you, Louis. Huh?
- [16:11]
D
I said the Chinese are after you, Louis.
- [16:13]
A
They're tracking you. Here we are. Okay, I had a few thousand notifications here for you for the beast reset. Oh, here we go. Wow, it's still resonating. Okay. Yeah, lots of smiley faces on the comments, but the clip has currently almost 400 comments. 16,000 likes. And where is the views? Clearly, I don't use TikTok enough.
- [16:47]
C
You do not have to do everything.
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A
Yeah, come on, show me the views. 1.2 million.
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B
There you go. Christ.
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A
Nice. Right, okay, so shareability. We don't know what this is. The clip. I don't know if you guys can, but. Yeah, that's him. That's amazing.
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C
Nice, Santa.
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A
He does look like, you know, entrepreneur Santa. Shout out, Jason. But that's the fun part. Like, we don't know what's going to be shareable, but at the end of the day, is that shareable being helpful for your business?
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C
Right, exactly.
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A
In our specific case, it's not translating into business at the end of the day, but also has 2000 saves, which is insane to me. So maybe the advice was useful. Some of them might have transferred to our podcast.
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B
Right.
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A
And so now we find an outlier like that we can test.
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B
Right.
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A
And we go back to our levers and be like, how do we leverage AI and be like, okay, what's working? And so on. So that's, I think, like, under the lens that we can look at this. Be like, okay, if I find my outlier, if I have this theory of, like, what's shareable content, like, how do I improve my video and then how do I use AI in that specific, you know, place to. To move the things forward, we're good to go, and we can start testing and we can leverage things. So here are some. Obviously, you know, when you have people love tactical, what's up, Fonzie? He just joined Baby Selena dad mode. You know, obviously some things to consider is, you know, on the messaging side, polarization. Is it good? Is it bad? We had. We had two ladies start a podcast in our studio yesterday. They came in, they recorded almost like a test, a test episode. One of them is super outgoing. The other one is a little bit more reserved. They both have a fun, you know, sense of humor. They have a great dynamic between them. And they both have different businesses. One works in hr, the other one works in leadership. So she leans a lot into their personal brand. And then the other one is more like corporate. But this podcast is almost like a passion project that they both want to do and at some point, they want to leverage for the business. Now, the name of the show is called Talking Shit. So was very. A big fan of the name because that's literally what they're doing, and they've been talking about this forever. The other one was a little wary of the. Of the name because they. The. The consequences that could have for her job.
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B
Right.
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A
She is her company. So the conversation that we had yesterday is like, look, what is the goal of the show? I mean, the name can change, but what is the goal of the show? And like, according to them, their goal of their show was to come together as, you know, business, but also as people mainly, and just talk about the random things that are happening in their life and documenting their experience in a very fun way. Talking Shit. So I'm like, if we address the concern, that's something that only they can answer. But if you lean fully into that personality, which, by the way, they had a blast. And they're like, it was frictionless. We executed. I didn't think. They didn't think that they were, like, creating a different Persona for publishing.
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B
Right?
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A
They were being themselves. That always helps with that. They felt comfortable with that. Then leaning in, into that is going to be good because the name and the flow of the show is going to End up attracting the people that are like them at the end of the day.
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B
Right.
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A
So that's something that people have to decide, you know, it's about the authenticity, like you said. So.
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B
Yeah, right.
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A
Like, people are going to be connecting with that. So if we're authentic, if we're talking about these topics that people like and resonate with, then becomes terrible.
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B
Right.
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A
People are going to share those episodes. So can we lean into stuff like that? Obviously. Know your capacity and creation trigger.
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B
Right.
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A
So. So, for example, I cannot script it. To me, that's also a huge friction for Fonzie. It's not a friction. He loves, you know, doing the research and having that.
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B
Right.
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A
We're having a conversation yesterday about the football show, and he's like, but why don't. I don't know what's happening in the world of football? And I'm like, I don't know. Give me five headlines and I can talk my ear off about, you know, what's happening or, you know, make up. So where do we find ourselves on our friction point? And how can we use, obviously, AI or different tools to help us do that? So, you know, Fonse shared with me a process that he has with, like, a perfect prompt and a Google Doc and put it in AI and like, he clicks one button and then specifically gives him the output that he wants. He saves a ton of time doing that. Can we build a system like that to do research, for example, to solve our friction point, to create videos more frequently so they can be more shareable and so on, and gather feedback faster.
- [21:44]
B
Right.
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A
Let's see what else in my notes here. Or in your case, you say, I cannot script it, but marketing the car.
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B
Right.
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A
It's part of it. It's like, I just need a question. I know the information is in my head.
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B
Right.
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A
That's my prompt to create, and I'm gonna go that. And maybe you answer questions that people are looking for so it becomes shareable because you're giving the solutions to that.
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B
Right?
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C
Correct.
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A
I'm not trying to rush.
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C
I literally took that from Russell Brunson, Marketing in the car.
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A
Like, yes.
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B
Yeah.
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C
And then this is a conscious move, subconscious move. Anyone who remembers Russell Brunson, if they see that, they'll kind of at least subconsciously remember him because he talks about marketing in the car or marketing from the car, whatever that was. And I took that principle and used it.
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A
That's awesome.
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C
Thanks to Russell Brunson.
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A
Yeah, you, Russell. And then obviously, the last thing to consider, I think, or the ones that I have here for now. There's a thousand things to consider, but I think the most important, that Fonse would agree, is focusing on the messaging, right? Like, you know where.
- [22:47]
B
Well, we.
- [22:48]
A
I say we, but Fonzie is really building a new product that we're super excited to kind of start testing out. And it is all about the messaging and how we present the information that we're going to put on the content side, right? So it's like if the message is the right one, is the script is the right one, if we gather feedback and we structure in a way where we're delivering information, we're catching people's attention, that's going to become obviously shareable in the form of video. And obviously, we can use AI to leverage every single part of those stages, right? So then after we had considered this and we understand what are our levers, we can plug in the tactics and the tools, right? We can be like, okay, now that I know that I have a podcast episode and I want to do clips from it, or I have a topic that can turn into a podcast and a very specific clip on the other side, what is the tool that can help me do this?
- [23:42]
B
Right?
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A
So, you know, from research all the way to production. So obviously there's tools like, obviously, chatgpt, descript, Cast Magic, There's a thousand. There are a million tools that we can test. But at the end of the day, is that going to achieve one, do the job right? Fonse will say, my, my head. I'm more pro. AI is like less AI. But I think there's a. There's a balance that we can. That we can leverage. And, you know, the people. He's really good at it, really excel.
- [24:11]
D
With AI are going to be the ones who can use it with the skill sets that they already have a. Your head.
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A
Exactly.
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C
Exactly. With respect to using AI, one of the important thing is you should be aware. You should be aware of what the outcome should be. You should know what the outcome should be. If you do not. If you're trying to figure it out with the AI, yeah, good luck. You should already have. You should already do the job of thinking what the roadmap should be. You do not need to know every step of the way. You just need to know what the outcome is, and you figure out how to achieve that. Go with AI.
- [24:50]
A
Very well said. Yes, sir. Let's see to wrap up here, because, by the way, this is going to become a podcast episode, just so you guys know.
- [25:00]
D
Well, you need to send it to Me so I can share it to all the, all my wonderful people on my email list then absolutely, yeah, I.
- [25:05]
A
Will do the same. So you're talking and stuff. Finally, obviously we're talking about leveraging AI. There's frameworks and strategy. One very simple is long form content into short form content. Through any of these tools, you know, Descript Capture, you can create clips online too. They might not be the best ones, but at the end of the day you can test things out. Right at the end of the, you will have your bar of like, what is, you know, shareable content in your platforms.
- [25:33]
C
My content for reference?
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A
Yeah, obviously as far as like recording, you know, you know, obviously quality of the message over quality of the production 100% of the time. But then, you know, are we, are we happy sharing maybe a crappy video that is pixelated that because it was recorded on Zoom, for example, Sometimes if we address it like, hey guys, is that behind the scenes from Pro Tip? You're wearing a red shirt right now. Sorry, the 1.2 million fancy that video with, with Jason has 1.2 million views. Just so you know, the red shirt. But yeah, how can we start. Yeah, nice. How can we start improving the quality of our, of our video, for example?
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B
Right.
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A
Is it going to help test it out?
- [26:18]
B
Right?
- [26:18]
A
So maybe there's software like I can think of. We had a studio member the other day came in, he wanted to do, he wanted a teleprompter because he wanted to do this. Have you ever used a teleprompter? He's like, no. Okay, well, I recommend strongly not to use a teleprompter because we're going to know you're reading. So there's tools.
- [26:39]
C
For example, if you did not use it, use a teleprompter.
- [26:42]
A
We did not use a teleprompter. So we just put in the script, like right next to the camera, a little far away, big letters. He read through it. And then there's AI tools that can realign your eyes so you can look at the camera and it looks like pretty decent. So for him that was awesome. So again, another tool that can speed up the process for this kind of stuff. But obviously you can repurpose content, you can bring an episode to text, different things and obviously creating shareable. Again, how can we plug our show in many distribution platforms? How can this be shared?
- [27:15]
B
Right.
- [27:15]
A
Taking an approach of, can we be proactive with the share ability to test things out or are we relying on the action of people? Sometimes they might not even see your Content, because maybe you had a personal account, which is something that Fonsi brought in our conversation the other day. Maybe your algorithm is not trained or you haven't built enough business rapport with the algorithm so they're not going to share it to anybody because the people that you have in your personal account doesn't resonate with that content.
- [27:43]
B
Right.
- [27:43]
A
So is it better to create a new account, test it out?
- [27:47]
B
Right.
- [27:47]
A
Those are things to consider.
- [27:49]
B
Right.
- [27:52]
C
Also, another point that when you were talking about it, this kind of crossed my thoughts. It's how do I get more attention to the content rather than just looking at, from a sharing standpoint, what are the different things that I can actually do to get shared to the people that I already have connection with? Because most of the people would have email list or something like that. So what are the different ways to give that initial boost, to let the platform do whatever it's supposed to do?
- [28:25]
A
Awesome. Lots to think about. Very raw conversation here, but I think it puts in a place where, okay, based on my resources, based on what stage in the process I'm at, I think everything starts with the message and with the idea and that helps move the things forward. And then you can plug in different tools and frameworks that can use AI to move things forward in the podcasting world. I think what I'll do is I'll just end the episode here and then we have a few more minutes for questions or commenting. But thank you guys for tuning into this very improvised, continuous profit podcast. We'll go from there. We decided halfway through that this was really good discussion for the show. By the way, these resources and this checklist is going to be in the Business Creator Club. So you guys can go to BusinessCreator club. If there's a code on the order form, it might be like a free 30 day code that you can add in there and you can test us, connect with us, drive the club and then if you like it, awesome, we'd love you to stay. If not totally okay, we're still friends, you can go back to your social media and consume content there. Awesome with that. Thank you so much and see you in the next episode. So that's it. That was the session that we did kind of behind the scenes of Business Creator Club and specifically on the topic of marketing that works AI, video and shareability. So I'm about to head out to the event and go do the panel. Come back, let me know your feedback, let me know if you have any other questions. Come in. Business Creator, the club you submit your information and then on the second page is going to tell you exactly what we have currently. But most importantly, every Thursday at 11 Eastern, we're jumping on, on office hours, Q and A and we can talk specifically about the things they can help move forward. Also, we're preparing an awesome, awesome video shout out Fonzie for specifically how do we come up with very, very, very good ideas on thumbnails and titles for YouTube videos? This is something that we're doing for our high level clients and we're doing a training so that's also going to be in there. So it could be for YouTube videos as well as video podcasting. So right now I think we're having 30 days free in the community. If you don't like, just send us an email, man, and, or, you know, girl, send us an email and we're happy to say goodbye, but I promise you, I promise you we're gonna do the best we can to, to make this worthwhile for you. Awesome. All right, see you later. Take care.