← Content Is Profit
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- [00:00]
A
Foreign. Hey, guys, welcome back to Content Is Profit. It's. I think tomorrow is Christmas for you. Consuming or listening?
- [00:13]
B
Maybe the day after tomorrow or maybe already was.
- [00:16]
A
Who knows? No, it's either way, tomorrow. Merry Christmas, happy holidays. But yeah, we. A couple last weeks, we had a couple local events. One of them was the Jacksonville Polython, which it was incredible because we had a lot of local creators. And, you know, it was the second time in a year that we attended or, you know, the last time was December of the year before. Is that correct? Maybe a year ago, I don't know. But the first time we went, we just attended and we. We met a lot of people. We like to, you know, make some mingle with a lot of the local creators and kind of have conversations. And this time they had us in one of the tables. We were blessed enough to be one of the sponsors of the event, excited to bring some people into the studio. And they had us talking about multipurposing your content. And let me tell you, there are a lot of questions, and in today's episode, we're going to answer a few of those. So, Fonzie, what's up? What you laughing? What you laughing?
- [01:14]
B
I mean, there were questions, but I think the.
- [01:18]
A
My prediction is that they were not Fonzie's favorite questions to ask.
- [01:23]
B
I don't have favorite questions to be asked. You know, I'm in here on service of the people to guide them to, you know, principles and foundations and empower them to be able to catch their own fish rather than me giving them a simple fish. You know, like, it's not about that. It's actually, I'm empowering them to learn how to find their own lake and know how to fish rather than.
- [01:48]
A
And that's when we lost half of the. No, I'm kidding.
- [01:50]
B
Because what if. What if the lake dries up?
- [01:52]
A
No, that is true. That is true. I mean, we're both fans, by the way. Like, for the record, we're both like that. I think we tackle the conversation with that angle. But how would you describe the questions that came through?
- [02:02]
B
I think people wanted hacks and tricks, right?
- [02:06]
A
People were, you want hack and tricks there on the other side of the camera.
- [02:09]
B
I think that was the underlying main concern for everybody, which is nobody explained it with these words. But this is kind of like what I read in between the lines, which is, okay, all the big creators are everywhere, and if I want to have a big successful podcast, I need to be everywhere as well. But I do not have the resources that the Big people have with their big businesses and big awareness. So I need the hacks and the tricks so I can maximize my visibility. Yeah, that's. That's kind of like how interpreted most of the questions.
- [02:48]
A
Yes. And again, like, nothing wrong with that. Right. Like everybody I think about the question. So before we get started, I want you to go to, if you haven't got it yet, go to www.bizros.com b I z b r o s co forward slash, monetize and go ahead and download those two guys, because those are going to be the baseline of what we're going to be talking a little bit about today. And over these last month, we've talked a lot about it. And I encourage you to go listen to the detail episodes, but have them next to your computer because like I said, a lot of the problems that people came to us in those two sessions in the meetup was, you know, for example, like how to repurpose the right thing at the right time for that episode. Right. Like how do we re engage or repromo older episodes or old content? Right. How do we, you know, from podcast to written content. Right. How do we optimize that system? A lot of people wanted to, you know, what is the magic tool that can help you do that, by the way? There's no magic tool. It's magic minds, I guess. You know, what is a systematic workflow that we can do that. And every single creator there had a very different type of podcast. Like, probably you listening right now, you probably have a very different type of content that you create. And the cool thing is like, if you start looking at your content and your production and your venture with the eyes of frameworks is gonna be so much smoother where you can, you can start putting the pieces together in those specific slots and you can move a lot faster. So we definitely share a little bit of a multipurpose in framework. But, you know, we want to really start with, okay, what are going back to the publishing pyramid, right. What are the resources that you're working with? What is your main objective? Do you have a goal of your podcast? Like, what is that goal for every single business? Probably that publication is to create revenue for the business. Right. We want it to be an investment that, that makes sense. What are some of the other things that you heard? Maybe some of those tactical problems that you know or things that, that you saw?
- [04:46]
B
For me, it seemed like most people, because we have people from all levels, people, we have somebody that was very interested, but then when we talked about her Podcast. She said, well, I haven't even launched. And I'm like, probably you shouldn't even be worrying about this right now. You should probably lunch episode one, record and launch it. Then we have people that actually had like hundreds of episodes. It was. There was a guy there that had more episodes than we had, you know, had two shows. And his concern was how do I leverage the content that I've used in the past on a timely matter right now? So it seemed like more most people wanted hacks and tricks, right, like we mentioned before, to leverage their content. But also it seemed like they were in search of a strategy of sorts like that. To me, it looked like they haven't done the exercise of sitting down and putting down some goals and be like, okay, let me reverse engineer this. How do I get to this point where I want to be? What is the goal? And what we focus on explaining them was the publishing pyramid is like, hey, you need to truly understand your resources and your capacity. You need to take this into account because this is going to help you determine X, Y and Z. Now to, you know, give you a little bit of dopamine and, and satisfy a little bit of your hacks and tricks cravings. These are the tools that we use in our business that you can ask him for. But that comes with a caveat, which is it is just a tool. It will not do the work for you. So you still need resources, right, and capacity to be able to use this ones. It's just a piece, it's just a cog in the machine at the end of the day. And I just wanted to be very clear with these people because I don't want to go there and give them false expectations like you have this tool and it's going to do everything for, you know, it still takes time use. You know, I can facilitate selecting the right moments, you know, for you to clip. But then you have to go in and maybe you will have to structure it in the right way. You have to find the right hook. Maybe you need to create some, some sort of edits rather are other, you know, AI tools like our great partners Up Capture that are going to help you with blogs, right? And they're going to write something really good in your voice. But guess what, you still need to do quality control. You still need to go through it and maybe change a few things here and there. And I feel like people don't quit quite understand that. They feel like maybe these tools can do the work for them and can, you know, take over some of their Team members responsibilities when at the end of the day they are just tools to facilitate one of the tasks.
- [07:36]
A
Yeah, I think a point to consider and we'll share a couple of examples in just a second and we will share a framework that has helped us tremendously in specifically for our show. But I think you know, across the 500 plus episodes, the creators that we've been able to interact to help and support, the most successful ones are the ones that are involved in the process at some degree. Right. I want you to consider like these six stages where you have like the creation as in like the. What do I say in the podcast, right. You have your creation aspect that could be your studio, your equipment, the place that you record the production. So that it's like how does that content look at the final stage, your distribution? Like where do you deploy this content? Right. What platforms, what marketing strategies can you use? Monetization, like how do you capturing an audience and how do you providing something of value in exchange of money. And then at the end it's like how do you manage all this? So we go in depth in other episodes, going through all these six layers. But I want you to write them down, go back, put them in a piece of paper and start assigning like where are you spending your time? Right. Like just recently I heard a, an interview with that reporter guy that does like the in depth map videos and like John Harris.
- [08:49]
B
John Harris or Johnny Harris.
- [08:50]
A
Johnny Harris, yeah. And it's incredible. He had a video on, on Elon, Elon Musk. Right. And the amount of work that they put into those videos. Keep in mind these are creator that has been doing it for a long time, won an Emmy, right. He enjoys the process. He personally is very involved in the process. But they prep the doc just to do the video is 180 pages and they do a new mood board for the entire video. Every time they do a video it takes about eight weeks to release one video. Right. So it brings into perspective, right. We want all these hacks and tools and things and we forget about the craft and we forget about you know, the process of actually enjoying the craft that we do. And you don't have to enjoy all six phases. You could have like a really good operator that manages all that for you. Or there might be, you might leverage some tools like is my operator notion or you might leverage some virtual assistant for different tasks. So go through the six categories and start putting like where do I am spending the time? Right. So that's number one. Then number two, I think most People like special in that conversation. If you want to keep it around multipurposing, right? Let's say this falls in the production aspect of those six phases, right? So not even considering, you know, the way that you created, if you're effective at that, if you have a good setup or like the topic is good, your message is good. Not even considering that. Let's assume that's all taken care of and you have your raw footage, right? Within the context of that, there's what has allowed us to have a business, right? A service that's a service that we actually been providing for the last five years is macro to micro M2M, we call it like that, right? It's like from long form to short form and they can look in very different ways as the platforms evolve. So what I'll say is like, okay, what is your weekly output goal? And something like this, you know, let's, let's use the example of this show, of our show. Contents profit. Each episode we do three or two a week, right? Sometimes we record three, but we've been distributing two a week out of that main episode. Each episode will give us a little bit, a little vertical trailer, the same trailer in landscape format and then four clips that we can put on social media for that. That helps us stay relevant. That's our baseline content. On top of that, highly recommended is, you know, do a little bit different, different layer type of content. Almost like, you know, you're recording in different styles depending on the platform, right. YouTube specific content if you're into that. But in our case for the show, that's what we do. On top of that, each episode we can also write a blog, right? And you can use tools like Captcha to help you leverage something like that. Or you can write it yourself, right? I personally don't enjoy writing. Fonzie enjoys writing a lot and he's really good at it. I try to leverage AI and I was very proud the other day I showed him something that I did with AI. He's like, this is actually decent. And I was like, yes, we're, we're getting there. But it was also, it involved the human process of it. If it's not you and you really want to do a blog about your podcast, find out who can do that for you, right? And then. So that's our content map, really like one main episode, four clips, the trailer on a blog that comes out. And we do that about twice a week. So start measuring your capacity, your resources. How can you get there? If you see somebody in your industry that you admire, try to study their content, like how many times a week are they publishing, what kind of videos, what's the message are they putting on, how long are they. Probably very labor intensive. Can you do a version of that? Can you be consistent for a long period of time with that? Are you gonna enjoy that process? And then you can leverage tools like Riverside or Descript or Opus Clips. We've tried all the AI tools. There's nothing Capture. Capture. Right. There's nothing like a well trained human being. So if we were to choose, try to go and find the who that's doing it really well.
- [12:38]
B
Yeah. And again, Dahu might be leveraging AI tools, which, sure, they're evolving, they're being great and all that stuff, but with this cause in previous episodes, I think human connection is going to, is going to end up.
- [12:49]
A
Yeah.
- [12:50]
B
You know, in the forefront for most people. I want to add something real quick in here. I would ask myself, you know, if I'm looking to produce a lot of content, multipurpose. My previous podcast, I would ask myself, which is, you know, what we told these people in the, in the roundtable, is your f. Are your efforts supporting your goals? Right. At the end of the day, you might have a huge content map just because somebody else in your industry is doing it. But is that map supporting your goals? If your goals is to, you know, increase clients, you know, by 10%, is that amount of content actually helping you do that?
- [13:32]
A
Right.
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B
You're gonna have to track that yourself and see if it works. Because maybe what you realize if that a different task that you're doing and that you are now putting less attention to because you decided to do all these other tests.
- [13:46]
A
Yeah.
- [13:46]
B
Right. Was what was converting more clients for you so, you know, redirect your resources to whatever it is working. So not, not just do it for the sake of doing big amounts of content because other people in your industry might be doing it. Yeah, right. Like do it with a purpose. What is your purpose of this? Is my purpose to increase visibility to my podcast? And then you realize that you're posting 30 clips a week, but it's actually not driving any traffic to your podcast or, or your podcast downloads on listens are not increasing. Guess what? Maybe that is not the way. So you're going to have to adapt. You're going to have to change your plan and, and figure out a different strategy which is totally normal.
- [14:29]
A
Yeah. Maybe you do a little less clips. Right. Just to have a baseline and then invest some of that time or maybe the time of your editor into something different, a little bit more, maybe higher frequency for episodes, Right. Maybe you do two or three shorter episodes. It really depends on every specific case. But what we like to recommend is start looking at your strategy under the frameworks, right, the publishing pyramid, the not so long, the minimum viable content if you haven't been started. But the six steps that we mentioned below, and you can start testing these out, have grab base data for about a week, two weeks of consistent publishing. Okay, what do we do there? Can we change something different for the next couple weeks and talk to your team? Or you do it yourself and you'll be. You'll be very pleased with some of the stuff that that can change. A very real example is in the conversation that we had yesterday. The lady really wanted to, you know, drive a little bit more traffic to her podcast. What we've seen, the best way to do that is by going into other podcasts as guests and maybe not clip as much. Right. The clips will help you maybe discover some new people, but maybe they don't transfer it from social platform to listenership, but other people do. So, you know, she wanted to produce two episodes a week, but now she has a little bit more time to maybe not plan her episodes, but to go on other platforms. Right. So she can use a resource that she had, which was a virtual assistant, to go find her interviews to be at and promote her podcast that way. And that's the thing that she's going to try in the next couple months, and then they'll continue the conversation. So I will encourage. This is a game. Play the game, get good at the game. Right. The parts that you're not that good. Right. Start bringing in people or tools to leverage that. And if you want specific tools like the ones that we use every single day here in our studio, send us a dm, a message, download Bizrose co, monetize, send us a text message as soon as you receive it. We're happy to share some of the ones that we use. And then we need to go from there.
- [16:27]
B
We need a guide or affiliate links for people that want to support, obviously. But also if you're looking to, you know, not having to search around too much, we can give you a guide with the tools that we use or approve.
- [16:42]
A
Yeah. So here what we'll do is like, well, I'm gonna mention a couple of them that we heavily use and we're gonna put the links right below. So in our specific case, how we communicate and we keep track of the people that we connect on Social is there's a call a tool called Flowchat. Yeah, it's been really cool. I've used it a little bit more than Fonzie I think, like, but it's pretty cool how you can, you know, import social media context into into a pipeline and you can, you know, keep communication with them. As in relationship is super important how we process our videos and value indexes. As in like how do we grab the nuggets that we want to select or you know, top editorial process with the episodes. We use a lot of Descript as well. Obviously for editing purposes. Any Adobe product is really good. Uh, if you are a beginner, this script helps a lot. But if you like video editing, obviously Adobe Fonse the expert there so he can help you with any questions. Um, let's see what else. Obviously the amazing capture for written content. They are very solid at the output that they give you. As in like also identifying your own voice is really good when there shows with two people and they're working on like shows with more people. But the output is really, really decent and it's almost like ready to publish as soon as you get it. So I encourage you to go check out a bunch of those tools but we're going to leave the links below so you can go and download them. Anything else Fons before we head out?
- [18:06]
B
No, just measure resources and capacity and don't let yourself be influenced by what you see out there. Find your own challenges and your own strategy and stick to it.
- [18:20]
A
Yeah, absolutely. I will encourage to go listen to the previous episode as well, where we dive deep into a content growth mastermind that we talked about. And don't miss the next episode because we're bringing Carly or residents at hotspot and we're going to talk about what to look for in content in 2025. So stay tuned for that in a couple of days. And then with that said, thank you so much for tuning into the content's profit podcast. Go ahead and follow the show in your favorite podcasting platform and on social media. These bros co that is random.
- [18:50]
B
This episode helped you move one step closer towards your goal. Please don't forget to share it and of course, don't forget to leave a five star review. See ya.
- [18:58]
A
Bye guys.