Content Is Profit – "How To Build Trust FAST With Content"

Podcast: Content Is Profit
Hosts: BIZBROS (often referred to as "A" and "B" in transcript, aka Luis and Fonzie)
Date: January 8, 2026

Main Theme

This episode dives deep into the true purpose of content for B2B businesses and entrepreneurs: rapid trust-building. Luis and Fonzie break down why trust is the core function of content—not just reaching audiences or going viral—and share tactical frameworks for accelerating trust with ideal customers through strategic messaging, frequency, personalization, and more.

Key Discussion Points & Insights

1. The Real Role of Content in Business

• Rapid Trust Over Mere Views
  Content’s purpose, especially in the B2B world, is to drive business and revenue by building enough trust that leads to frictionless sales—not just to chase virality or accumulate views.

  “Is the role of your content to get views? I would say no…your main goal should be to generate your trust.” – Fonzie (05:03)

• Six Levers of Content Creation
  Luis emphasizes six core levers:

  • Messaging
  • Creation
  • Production
  • Distribution
  • Monetization
  • Operation
    (03:28)

2. Broad vs. Focused, Viral vs. Trust-Building Content

• Common Pitfall:
  Chasing trends and broad, viral-friendly advice is tempting but often fails to build the specific trust necessary for B2B sales or high-stakes deals.

  • Example shared: famous client with a viral “How To Go Viral On Twitter” video that now feels off-brand with their evolved, high-level audience.

  “I hate it. I hate that. That is my most watched video.” – Client anecdote (07:29)

• For Most Businesses, especially B2B:
  Depth, clarity, and speaking to pain points are far more effective than chasing trends (06:12–08:44).

3. Understanding Trust in Content

• Definition of Trust:
  Trust in a content context is how willing your audience is to accept and act on your recommendations (11:00).

  “If they trust you and you tell them, hey, you should do X, Y and Z, they will do X, Y and Z.” – Fonzie (11:05)

• Trust-Building Moves:

  • Speak directly to specific problems and pains
  • Offer certainty about outcomes and clarity about solutions
  • Know your audience deeply, down to their pressing pains and desired results (11:59–14:44)

4. How Fast Can You Build Trust? Frameworks and Factors

• Speed Factors:

  • Message Quality: Targeted, problem-solving, belief-shifting
  • Frequency: Being consistently and repeatedly visible across touchpoints
  • Personalization: Customizing messages and nurturing conversations
  • Distribution Control: Being able to intentionally choose who sees what and when

• Organic vs. Paid:

  • Organic Distribution: Difficult to control who sees your content at what stage; can be effective if you encourage action (comment, DM, email) to personally move leads through a trust funnel.
  • Paid Distribution: Offers total control; retargeting allows delivering tailored messages based on previous audience behaviors (top, middle, bottom of funnel segmentation) (19:00–21:00).

• Action Funnel:
  Use conversational triggers (“comment X for a resource”) to move followers into deeper conversations or email flows—accelerating trust through intentional, personalized messaging (21:01–23:43).

5. Tactical Nuances: Authenticity, Production Quality, and Events

• Authenticity Builds Trust:
  Don’t try to please everyone; polarizing or authentic messaging—as with Gary Vee’s unfiltered style—attracts high-trust, fit clients (23:43–25:00).

• Production Quality:
  Messaging always outweighs production value:

  “Quality of the message over quality of the production 100% of the time.” – Luis (24:55)

• Live Events as Trust Accelerators:
  In-person meetings (speaking at events, networking, etc.) are trust “shortcuts” and work synergistically with your digital footprint (25:46).

6. Customization Over Templates

• No “One Size Fits All”
  The most effective strategies are tailored to the individual business, offer, and customer journey—not a cookie-cutter content template.

  “You cannot templatize your way to success…” – Fonzie (27:03)

Notable Quotes & Memorable Moments

• On Content’s True Role:

  “To build your business. To create revenue, to create the content and turn it into profit, baby.” – Luis (02:59)

• On Trend-Chasing:

  “I hate it. I hate that. That is my most watched video.” (on viral vs. right-fit content) – Client via Luis (07:31)

• On Trust:

  “Literally that trip right there is a trip of trust…It’s not a matter of impressions, it’s a matter of whether they trust you or not.” – Fonzie (11:58)

• On Personalized Tactics:

  “Get them to commit to an action with a valuable piece of content…and now you're controlling that journey, you're controlling the message...” – Fonzie (22:00)

• On Authenticity:

  “Because that's authentic to me…and like that is a form of also building trust with the ideal person…” – Luis (23:47, referencing Gary Vee)

Timestamps for Important Segments

• [02:24] – What is the role of content?
• [03:28] – Six levers of content for B2B
• [05:03] – Is the goal to build trust or get views?
• [07:29] – Client anecdote: Viral vs. right-fit audience
• [11:00] – Defining trust and the trust pipeline
• [14:44] – Messaging to pains, problems, solutions, dreams
• [16:58] – Frequency, distribution, and the power of retargeting
• [19:00] – Organic vs. paid distribution
• [22:00] – Using action triggers for deeper trust
• [23:47] – Messaging vs. production; authenticity
• [25:46] – In-person events as trust accelerators
• [27:03] – No one-size-fits-all: why customizing content is essential

Practical Tips & Takeaways

• Don’t measure content’s success solely by views; gauge by trust signals and qualified leads.
• Create content based on a deep understanding of your target audience’s pains and aspirations.
• Use a mix of consistent, frequency-driven messaging and, if possible, paid distribution to control and accelerate the customer journey.
• Leverage action-based triggers in your content to begin personalized conversations.
• Be authentic—even polarizing—because “trying to please everyone” erodes trust with your ideal clients.
• Events, stages, and in-person meetings are powerful tools for trust building—amplify their impact with consistent, reinforcing content.
• Customize your content plan to your stage, audience, and offer—avoid rigid, template-based content approaches.

For Listeners Looking for More

• Business Creator Club: Open Q&A every Thursday, a supportive place for beginners.
• 1:1 Five-Day Challenge: Hands-on, personalized strategy sessions with Fonzie (details at Bizbros.co/monetize).
• Upcoming Podfest (Jan 15–18, Orlando): Meet the hosts in-person.

Contact the Hosts:
Instagram: @bizbrosco
LinkedIn: Bizbros

This episode offers a masterclass in shifting from “content for reach” to “content for trust”—a must-listen for B2B founders, creators, and marketers aiming for higher-quality leads and faster sales velocity.