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Content Is Profit
Are You Really Creating? Navigating the Blurry Lines of Modern Content Creation
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Hey guys, and welcome back to Content is profit. This week or over the last couple of weeks, I feel like I personally had a creative re enlightenment. If you have been following me on social media, you probably seen a ton of like different types of content from produce, self produced song with ChatGPT, Procrastination. That was a fun project. To live streaming racing after my kids go to bed to what else shout outs and different things. And this is all part of an experiment. An experiment one because I really want to find out further. I want to stretch out my creator ability past podcasting, which we love and adore and you know, how we feel about it, but also because we've started a business creator club. So if you go to business creator club, that's our community at the moment. We have founding members. I think we're still accepting some of those. We're looking for our first 50 founding members which are great. So shout out to everybody that was in the contents profit Facebook group that have transitioned to the business creator club and it's been really fun. So we've been having a lot of people from all walks of life, um, they have businesses, they're starting a business, they have a podcast, they do short form and different things. And what people are finding in the community as, as the first steps to monetizing their content and become profit creators, how we call it is to start being consistent and frequent. And a lot of it has to do with yourself. Like how are you as a creator, as a business owner, comfortable creating content for the long run. You probably heard the story that for us that was podcasting. And as you implement something that we call the publishing pyramid, which is in the community, there is a worksheet that you can follow and you can identify those high energy moments and your resources and your time and how do you structure your day to be able to create. You're going to figure out exactly what you like to create. So I personally have been pushing my own personal boundaries to experiment with new types of content with the tools that we have available. Whether that's like our cell phone, different cameras, podcasting, live streaming, racing, you know, video games type deal, my own personal YouTube channel. All these things are part of a big experiment to see how can I create a flow that is different, that is me, that is my voice, where I can share my personal stories and people can relate to. Excuse me, to Louise the person, not just a random business, right. The Louise is a person that happens to host an incredible community with his brother, with Fonsi, right, Luis, that happened to Own a podcast city. Louisa happened to run an agency type deal. So I'm excited to share all that. And one of those types of content is going to stick. We're trying to find a balance between low friction to how much do I enjoy doing it? To how much can we delegate this kind of stuff. You know, vlogging daily reels on content on the cell phone. Produce reels, not produce reels. Live calls. Creating baby, here we are to add value to you. So have you found a way that you create more effectively? You know, have you, have you found a way that you create consistently? Those are the first two hurdles that we're trying to solve. So with that said, you probably listened to the episode that we did last week that we published. Not last week, that we published, probably a couple days ago on Tuesday, where we talked with two of our community members in our very first open Q and A. You know, we had Surya shout out to Surya and shout out to Dana. They have been super involved since day one and since the challenge. And Surya was asking a very, very awesome question about how do you actually monetize an interview podcast? Because we see interview podcast everywhere 24 7. And there's actually a pretty awesome breakdown that we do. And Fonzie makes an appearance and he drops his golden boulders like he used to do regularly here on the show, which, by the way, we're still working to get him back here on the show. So if you're listening, send him a dm. Be like, dude, we miss you. We miss you with your brother. So anyways, but he dropped this, you know, the authority ladder. And then we talk about the different types of audiences and we talk about also trying to use, or trying to leverage, not use, leverage, the relationships that we build through the show to be able to grow our business. Right. Because if we have something of value, it's a disservice to not present it to other people. So I'm stoked that behind the scenes, Raw Call was recorded. And then at the end, we also share a little bit about how you can implement it with other different types of content. So that's how we were able to monetize our show. And that's how content is profit. The studio, everything was born out of that framework. So go listen to it if you haven't. Now, also, as I'm recording this, yesterday we had our mastermind call with Podmatch Elite. If you haven't checked out podmatch, go to podmatch.com it's incredible where you can connect with other podcast experts. And some of the people that are in that call with us are producers from very, very, very big shows. And they're just coming from a conference. And when we're asking, hey, what are some of the learnings? What are some of the things that you learned over there? The very first thing was like, hey, I came up along this very interesting piece of data and a very big platform that Hostpot here says no more than 40% of your downloads or of your listens are actually full listens. Like people do not listen to the full episode, which is crazy. And I was like, there's no way. Content is profit. People do listen to the whole episode. So please prove me right. But with that said, I understand we're busy, right? We have things to do. We as consumers, we are bombarded by content 24 7. I've been pretty addicted to my phone lately, so I was like, I don't want to consume anything else. And we all rotate through life and we all find new things that we are consuming. Our time is very limited and I understand. And we have to rotate. So I personally learned that. But also that's probably a hard pill to swallow for a lot of people that are putting a lot of effort and resources and time into this process that we call content creation. So I want to tell you, do not get discouraged because the rest of people are going to come, I'm going to connect with you and we can get better time after time. So what are two metrics that you can look at when you do long form content? So one on YouTube, for example, click through rate. So if they don't click through that thumbnail, they're not going to watch your video. And then average view duration. So whatever time that you're looking on creating video, depending on what you want to do, those are the two things. The more people we get into the video, awesome. And then we would try to keep their attention longer. So, so as your question, when you see these data, it's like, how can I get more people in it? How can I put more attention? How can I drive more attention based on like that specific thumbnails? That's why a lot of YouTube first creators pay a lot more attention to the thumbnail than the video itself. And then once they're in the videos, like, how can we keep their attention going forward? Now that kind of trickles a little bit too on the podcasting world. If you do long form audio creation is we're going to be looking at the seven day download data that Apple can provide. With you. And if you have any questions, please send me a dm. Go to the Facebook group. Content is profit. You can ask it. They're completely free. If you want a little bit more attention and a little bit more open Q and A where we jump in there with you, go to BusinessCreative Club now 7Data, because that's going to tell you how good of performance your show is doing in those first seven days. And if you're trying a new marketing tactic, a new marketing campaign, you can actually measure based on the data of your other episodes. And then there's a completion rate, people that listen to the entirely or your show. So you're going to see episodes that might be 73% completion rate, 60% completion rate, 30% completion rate. So start looking for those outliers on both ends at the very top. Like, why are people listening to this entire episode? Maybe the conversation was incredible. Maybe you are answering very specific questions on that episode and you're providing value all throughout. Maybe you set up a really good hook at the beginning and then you're delivering your promise so people stay with you. And then, on the contrary, what's happening to the outliers at the bottom right of that graph, the people that, you know, maybe 10%, listen, you know, 20%, what's happening? Why are people falling off? Right? Was I off that day? What's going on? So hopefully those two metrics, you can go back and look at them and start to come up with a plan on how to get them better. And if we get better every single time, because we're consistent, because we're frequent, we're testing, constantly testing our content, then we're able to get better and connect the dots through the six levers. Again, this is great club. Now, that to me was interesting on how we started the conversation with our mastermind and then our host, Alex, he had an interesting question where it's like, what is a podcast? Like, what's the actual definition of a podcast? Right. And I have a report here that will shed some light on the industry. But that question caused a little more debate than anything else in that session that we had yesterday. Because obviously we've been in the industry for a long time. We've known people that have been there for 11, 12, 15 years. So they were like the grandfathers of podcasting. But there are new creators and new businesses that are starting to create, thinking they want a podcast or thinking they are producing a podcast, when in reality they are not. My question is like, well, why do we want these world Podcasts to be like in our lingo, as in what we're creating and why people getting so confused. So Alex was sharing a story where, you know, he's getting podcasters, expert podcasters to his live event that he does every quarter. And it's Incredible. Out of PodMatch again, podmatch.com go check him out. And this person submitted a form where he says that he had a podcast. And turns out that Alex could not find his thing. The Alex team could not find his team, like everybody around it could not find his podcast in any of the feeds, in any of the platforms. And they asked him, hey, why don't you send the link to your thing? So it was a LinkedIn link with a video, right? That they were calling a podcast, but at the end of the day, it was a live video on LinkedIn. More like a show, right? Because it was not a podcast by definition. Because by definition, the podcast needs an RSS feed. That's where you publish your podcast. That's how you own that content. The only content that you actually own. You can actually grab that RSS feed and move it to different platforms based on where you want to publish it. You own that, which is super exciting. Now, this person was super offended, but they were recording LinkedIn live video, pretending it was a podcast. So now that, that brings me to the next spot was like, are we just pretending to have podcasts? Like, so now we can get in the nitty gritty, like, is that a good thing? Is that a bad thing? And we started sharing different examples of people that might use a podcast studio, for example, which I've had people in our studio come in and type a record like that, where they're like, hey, I just want like podcast style content. And I was like, what does that mean? It's like literally sitting down in front of a podcast mic and answering these questions. Almost like pretending that somebody's asking you these questions in a podcast setting. Said instead of going actually guesting on a different podcast and answering this question. So my question is like, why are we doing this, right? Is it a popular thing? Is it a trend? And hey, no judgment if you're doing this. No judgment whatsoever. We can get, like, really creative. What I personally don't like is if we're lying to our audience, you know, that doesn't sit right with me. So I've actually come across different ads and different people that are teaching entrepreneurs, are teaching creators to actually sit down and pretend you're having a conversation with somebody, when in reality you're not having it. So put it in the comments. Like, is, is that something that you enjoy watching? Is that something that you trust? I personally don't know. But again, to each their own. If the piece of content is valuable, awesome. Like is it a tactic to attract, I guess, authority, relevancy and trust because you're pretending to be interviewed by somebody? Is it more of like fake it to make it is murky? Like this is like very murky. What I say is actually if you want to do that, go guest on other podcast. You know, you're not just chasing the cloud of the visual aspect of a podcast, of a nice microphone. For example, you don't need a microphone, right? Like this thing was in a closet for a year before we even started recording podcast, right? Is what quality of the message over quality of the production 100% of the time. And you can deliver. However, now test it out. Prove me wrong. This is a fun experiment, right? Are you going to sit down in front mic, say your message, say your thing and then try that same message on a different setting, Maybe organically with your phone, maybe without the podcast setup, see what happens? Like what was that better? I don't know. I think that that could be a good test. But please, please, please don't lie to your audience. Don't tell them you're being interviewed when your reality you're not, right? So that was a fairly topic yesterday for sure. So that comes to why am I having me on my little post it note? The fake clips, what we call those, I don't know. So what is truly a podcast, right? Is it a video? Is it a LinkedIn video? Is it social media video? Is it a long form video? Is it audio only? So podcasting was born as an audio first platform and we personally in content profit were born out of a Facebook live when we stripped the audio and we put it on the RSS feed platform. So if you don't know what it is, you can go to our partners buzzprat.com and they can set you up completely. Or you can go to business creator club and we can walk you through it. But this is where people listen to you, right? And again trends change. Like people consume content in different ways. So, so we could have a podcast as published on audio, but that same podcast can be recorded on video like we're doing right now and that can be published on different platforms like YouTube or Vimeo or Loom or different things where you can give it to your audience the best vehicle. So whenever you go and you start planning your Content plan. The reason we recommend the audio as well, because we've seen a lot of trends, a lot of people that are requesting just a video now is because the audio listener tends to be a little bit better educated with more resources, with more time because they're listening to you. And in our specific case with content is profit. We love the audio audience because they're the ones that end up connecting with us and coming and being part of the community. So if you're missing on that, don't go ahead and start publishing Numbers might be a little bit lower, but is the hardest platform to grow 100% but at the same time is the best. So with that said, I want to go on share screen here with our the the Bus podcast, you know, report, see if it shows up. There we are. Of May 2025 for those listening right, there were 96,987, 85,000 can't read monthly downloads, almost 97 million downloads, 171,000 new episodes and 120,000 active podcast. This is very important because YouTube, there's millions and millions of active channels. Whether they're consistent with their uploads, that's questionable. But there is a lot less here on podcasting. So the fact that even if you publish, I think the stat was last time we charged it at nine episodes, you're already top 10% of audio podcasting. And we had, we had a customer that I had to call two days ago because I was looking at their stat and they stopped recording in our studio. They had a little bit of a break. They were, they're going through life changes. And I was like, guys, your 12 episodes with these amount of downloads, they were closing to top 9% in the world with just 12 episodes. And I was like, what you have, that's not indicator that they're not going to be millionaires tomorrow. But that is a really good indicator to that what they talk about is so powerful and people need it that we need to continue to put the message out there and start putting the pieces together for those six levers to get together. Messaging, creation, so creation. I wanted to get them back in the studio so they could record production, monetization, distribution, all these things, right? So make sure that if you're looking for those indicators, you can do that. So 120,000 active podcasts here in the world. So now important to to be if you're not present on these platforms, please be right. Number one, obviously still Apple Podcasts with about 35% of the traffic Spotify creeping up with 30 they also have a video, a video, a video feature where you can upload video first. You can also do clips. So pretty interesting people consuming on web browsers. That's actually the third one with about 7% which is interested obviously Buzzsprout embed player about 3% and then we have platforms like Castbox, itunes, Overcast Pocket, Cast Overcast is also one of the bigger advertising platforms for, for podcasting specifically. And then you have Amazon Music, everything below like 1%, Podbean, Amazon Echo about 5%, Chromecast 4%. So interesting, interesting, interesting. So obviously the main two Apple podcast and Spotify just keep an eye. If you publish for free on Spotify, nothing really truly is for free. So you become the product and they're just putting ad placements on top of your episode. So heads up, just make sure you find a provider that you can control programmatic ads or dynamic ads or different things like that. As far as like consumers, we have United states with about 43% makes a lot of sense where the bigger consumers here also buzzspread is an American company, so I don't know if that has to do with it. Then we have United Kingdom with 6%, Canada with 4.5%, Netherlands with 4% and so on. As far as like devices, Apple iPhone 62% so iPhone users are the top, top consumers for podcasting. Then you have androids with about 23% and then you have Windows computer 5%, Apple computer 3%. Is this useful? Maybe. Depends on how people consume your content, right? On an Apple iPhone there might be some functionality where you get, where do you place the links, where you put them on. As far as like connecting with people and as far as like device types, most people are listening on their mobile devices 87% and then on computer about 9.7%. This makes a lot of sense because people might be doing, might be driving, might be doing some chores, they put it on the mobile device and so on. It's interesting. I would love to see something like this for podcasts specific on YouTube because we talked a lot about how it might be really challenging to compare the two. Because a podcast on YouTube might not perform as well as the audio. Just because when you go to YouTube you're also competing with different types of content. So there's more competition, there's more volume and with a big, big time producers that we've talked about behind the scenes, a lot of them run a lot of ads and paid media to grow those shows. So things to consider, I think those are all really, really Good indicators. So what do you think? I. This sounded a little bit more like a rant, but kind of recapping a little while we talked in the community. As far as, like, podcasting, top lessons, I think there will be like, okay, how can we, you know, create in an authentic and honest way? If that's what you want, 100%, we fully support you. If you have any idea or if you want some guidance in this complex content ecosystem and trying to find out your way, let us know. Go to Business Creator the club. We're happy to help you in there. Or if you want help for free, you can go to Content is Profit on Facebook and we can answer your questions there as well. We hang out here and there, and if you're in Jacksonville, come visit us Studio Podcast suites. We're right there around it with content systems and different things. So what else next week? I'm excited. This week my kids have been away with the grandparents, and I have had a lot of free time. So maybe that's why you see a lot of more different content. So I have. I have the time, but. But, yeah, back to routine, baby. All right, with that said, thank you guys so much, and we'll see you on the next episode. Take care.