Step by Step Framework To Scale Effectively Without Burning Out

Summary

Content Is Profit: Step by Step Framework To Scale Effectively Without Burning Out

Hosted by BIZBROS | Release Date: December 3, 2024

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Introduction

In this episode of Content Is Profit, hosted by BIZBROS, the focus is on the Publishing Pyramid, a comprehensive framework designed to help content creators scale their efforts effectively without succumbing to burnout. Building on the previous episode's discussion on the Minimum Viable Content, Louise and Fonzie delve deeper into the essential components required to transition from initial content success to sustained growth and revenue generation.

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1. Understanding Resources (00:16 - 03:11)

Louise begins by emphasizing the critical importance of recognizing and understanding the resources necessary for creating high-quality content. She shares insights from their experience working with major brands like Red Bull and Orangetheory Fitness, highlighting how these companies meticulously plan their content production.

“Understanding who you are trying to model is a very important first step.”
— Louise [02:45]

Key Points:

• Resource Awareness: Many content creators admire high-quality outputs but underestimate the underlying resources required, such as skilled teams and time.
• Team Comparison: Drawing parallels to industry leaders like Gary Vee, Louise points out the disparity in team size and availability, which directly impacts content frequency and quality.
• Practical Example: Louise recounts their early days with limited resources—comparing their two freelancers dedicating 30 minutes a day to Gary Vee’s three dedicated TikTok editors—to illustrate the challenges of scaling.

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2. Capacity and Consistency (03:13 - 16:03)

Transitioning from resources, Louise and Fonzie explore the concepts of capacity and consistency, which form the backbone of the Publishing Pyramid.

Capacity

Fonzie discusses how capacity is determined by available resources, including time, skills, and team members.

“What's the capacity that your resources have in a given week?”
— Louise [03:52]

Key Points:

• Capacity Assessment: Evaluating how much content can be realistically produced without overextending resources.
• Evolution Over Time: Louise reflects on their growth from producing a single live Facebook video to running a studio with a dedicated post-production team.

Consistency

Fonzie underscores the importance of maintaining a consistent content schedule to build trust and keep the audience engaged.

“We decided early that our consistency was going to be three times a week... and then we reassessed to two times a week to sustain our capacity.”
— Louise [04:45]

Key Points:

• Sustainable Scheduling: Finding a balance between frequency and quality to prevent burnout.
• Real-World Adjustment: Their shift from three to two episodes per week exemplifies adapting based on team capacity and personal bandwidth.
• Lottery Analogy: Consistency increases the likelihood of reaching goals, similar to buying more lottery tickets to improve winning odds.

“If you buy one ticket of lottery, your odds... are very slim. But if you buy a lot of tickets, your odds increase.”
— Fonzie [13:11]

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3. Messaging and Differentiation (06:35 - 11:31)

Fonzie takes over to discuss the foundational element of messaging, which sits at the base of the Publishing Pyramid.

“Quality of the message over quality of the production.”
— Fonzie [07:11]

Key Points:

• Message Development: Crafting messages that resonate with the audience by solving their problems and providing value.
• Elements of a Strong Message:
  • Stories: Emotion-driven narratives that engage and teach.
  • Data: Logical evidence to support claims and build credibility.
  • Problems and Solutions: Clearly identifying audience pain points and offering viable solutions.
  • IP and Frameworks: Unique processes or methods that differentiate your content from others.

“Your personality will differentiate you from your competition and will attract people that will want to buy from you.”
— Fonzie [10:50]

The Three Ps of Differentiation

1. Product (Solutions): Highlighting the solutions you offer.
2. Process (Frameworks): Showcasing your unique methods.
3. Personality: Infusing your unique voice and character into your content.

Louise adds golden rules to effective messaging:

• Focus on Simplicity: One problem, one solution per piece of content.
• Emotion and Vulnerability: Creating memorable experiences through emotional connections.

“There’s no memory without emotion.”
— Louise [10:20]

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4. Scaling Effectively (16:03 - 19:11)

Scaling is intricately linked to how well resources are invested into the right processes. Fonzie and Louise discuss strategies to scale without overwhelming the team.

“Scaling is directly correlated to the resources successfully invested in the right processes.”
— Louise [18:27]

Key Points:

• Intentional Investment: Prioritizing investments that directly contribute to scaling, such as hiring scriptwriters or setters instead of just another video editor.
• Process Optimization: Streamlining workflows to enhance efficiency and output quality.
• Continuous Testing and Adjustment: Regularly evaluating what works and adapting strategies accordingly.

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5. Key Takeaways

• Foundation First: Before scaling, ensure you understand the necessary resources and have a solid messaging strategy.
• Sustainable Practices: Balance capacity and consistency to maintain long-term growth without burnout.
• Quality Over Quantity: Prioritize the strength of your message to build a loyal and engaged audience.
• Differentiation is Key: Leverage unique processes and personalities to stand out in a crowded market.
• Intentional Scaling: Invest resources wisely and continuously optimize processes for effective growth.

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Conclusion

In wrapping up, Louise and Fonzie encourage listeners to utilize their comprehensive guide available at bizbros.co/monetize for actionable steps to implement the Publishing Pyramid framework. They reaffirm their commitment to helping creators turn their content into profit by focusing on message quality, consistent output, and strategic scaling.

“Remember, you're the only one that listens to 100% of your message. So repeat it if it's valuable.”
— Fonzie [16:03]

Listeners are invited to reach out for personalized support, visit their studio in Jacksonville, or engage with their resources to further enhance their content strategies.

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Notable Quotes:

• “Understanding who you are trying to model is a very important first step.”
  — Louise [02:45]

• “If you buy one ticket of lottery, your odds... are very slim. But if you buy a lot of tickets, your odds increase.”
  — Fonzie [13:11]

• “Quality of the message over quality of the production.”
  — Fonzie [07:11]

• “There’s no memory without emotion.”
  — Louise [10:20]

• “Scaling is directly correlated to the resources successfully invested in the right processes.”
  — Louise [18:27]

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This episode is a must-listen for content creators aiming to scale their efforts sustainably while maintaining the quality and impact of their messaging. By following the Publishing Pyramid framework, entrepreneurs and creators can strategically grow their content reach and monetize effectively without the pitfalls of burnout.

Transcript

[A]

We've got some new talent.

[B]

I'm Louise.

[A]

I'm Louise.

[B]

And you're listening to the Content is Profit podcast. Guys, welcome back to Content is Prophet Part 2.

[A]

If you haven't.

[B]

Oh, what's up? Yeah, you are here, too. What's up, Fuzzy? Anyways, if you guys haven't watched or listened to the previous episode, where we go over the minimum viable content, which is the framework that allows us to cross our first six figures a long time ago, is exciting. So exciting. Please go listen to it. Go download the guides, WW Monetize. And today we're on the second part, the publishing pyramid, the step by step framework to scale your content, baby. Because once you get consistent, once you get going, once you prove your minimal viable content works, this is what you want to do, right? So you have some initial thoughts, Fonzie? No, let's dive in. Okay.

[A]

But I do have some initial comments. You might hear some sniffles in the microphone because of allergies, going crazy. Just a warning.

[B]

Just a warning.

[A]

Just a warning.

[B]

Sounds good. All right. So this actually framework almost is the base of everything that we've done over the last, like, five years with, you know, our own content people that we serve with our service and now in the studio. And I think he helped us almost like, put boxes and containers into and organize it in a way that is easy for us to understand it and then move it forward, right? So, and we can put the. If you're watching on YouTube, you can see the image maybe right here or right here. I don't know, we'll put it on. But anyways, at the very top, right, there's some things that we got to understand first and then start executing. So, number one, the thing that we got to understand is the resources that are needed to skill understanding, because a lot of. A lot of it, we see people creating wonderful content, whether that's a very good quality messaging content or very appealing visual content, whereas being educated or entertaining, right? And then we try to mimic something like that, but we don't understand maybe the resources that it takes to get there. So understanding a little bit of that. Just this morning, I was listening to an episode with Alex Hormozi and Leila Hormozi where, you know, they were talking about standards and excellence, right? And when they met with their YouTube team, they're like, hey, here's the briefing that we have. And the briefing is based on a full week worth of research and framing the shots and all these things that the team worked really hard for them to Then film and be a successful content machine. Right. So understanding what that takes for us, we were trying to mimic, you know, the frequency and the consistency that Gary Vee or Peng Joon or Grant Cardone were doing at the time. When we first started this, like about five years ago, where it was like super frequent, but we didn't have the team that they had. Right. I remember listening to Gary Vee saying that he had three TikTok specific editors at the time. And we're like, well, we're two freelancers with 30 minutes a day. Clearly we're not going to be able to put that output out there. Right. So understanding who are you trying to model is a very important first step. Any thoughts there?

[A]

No, keep going.

[B]

Cool. Right below that, right, we see capacity now based on those resources. So that's. That could be time, that could be you, your skills, that could be your team. What's the capacity that those resources have in a given week? Right. So does that capacity is X amount of hours? And in X amount of hours, can we put out five podcast episodes? Right. Or, you know, five clips or five reels or whatever? The content that you choose to do is like, what is that capacity? When we first started with our minimum viable content, we had about 30 minutes a day with a skill set that was very limited, at least on my end. Right. So that's why I chose Facebook Live.

[A]

Yeah, your skill was very limited.

[B]

Yeah, very limited. So I chose go Facebook Live. Right, and improve on my message. Right? Then, you know, fast forward a few years, that capacity has improved today because, you know, we have a studio, we can just sit down and hit the record, the quality is high. And then we have a post production team that handles, you know, the main episode and the clips, for example. Right. So what does that look like to you? What is the capacity that you have today to get started? Then right below that is your consistency. Based on that capacity, how consistent can we be? Right? So if we max out that capacity, if we put our team to work 24 7, blah, blah, blah, like all this stuff, or you work 247 doing this, editing all this amount of video because you might think that you have a temporary capacity to sustain it, what's that? Real consistency, Right? Are you going to burn out after a little while? Right. We have stories like that with our own team and with different teams that, you know, maybe it's a lot at the time. So can we reduce that or can we improve it? How can we make it official? Efficient to create a consistency commitment. Right. So I think that's very important. With, with our podcast, for example, we decided early that our consistency was going to be three times a week. And we held that for a very, very, very long time. And then I think it's been the last year or so that we, we got into the studio, we've been doing twice a week, right. We found that for our own personal capacity, we couldn't sustain it. So we're like, okay, let's reframe this. We're going to be consistent twice a week for the show, and we've been able to sustain that. Perfect. Okay, now let's reassess, you know, what our resources was, our capacity. Can we improve again and go to three times a week? Is that even necessary? Right? Like, we don't know. We've been testing different things. We've been doing a lot better now with two episodes a week, which is weird, but there's all the elements in there. And then at the bottom right, of everything is your messaging, right? What is what you're saying is that helping people move the needle forward is helping people solve problems. And at the base of everything, that's what really matters. And we have plenty of examples. If you reach out to us, we're happy to share where there's like, maybe not so much production quality, but the message is so good that the, the, you know, the content lands. So now that we understand that, right at the. Then to execute, we need to start from the bottom up. And that's what we're going to do a little bit today. But again, if you go to bizarre co forward slash monetize, you're going to find that you're going to download the worksheet and it's going to walk you step by step on how to do this for your own company, for your own content. We even have a video for you kind of walking you through the keynote presentation that we did this at bitfest.

[A]

Hey, that's very nice.

[B]

Fancy. Very nice. All right, Fonzie messaging. Talk to us. Right?

[A]

Talk to you? Well, yeah, I'm. What we have in the guide. You're one step away from finding your message, but you cannot find it on your own, right? You cannot just sit there and say, this is it. Right. Your message is actually what resonates with your audience. Right? And you need to test it. We always say test, test, then invest, and always quality of the message over quality of the production. So you know what you stand for, right? You know what you're offering, you know what problems you're solving, and then you get to actually test the message in different ways. And depending on people's reactions, then you get to decide, oh, this one is the best one. I'm gonna stick with this one. I actually have here a little something brainstorming that I was doing the other day while I was making some donuts. Yeah, very. Yeah, very interesting. I made this little.

[B]

Did you not make donuts?

[A]

No. It's funny because I actually wrote it down on a piece of paper that we use at the shop to, you know, write down which donuts people want. I was in the moment and I had a little download. But you know, there are things, a lot of elements for your message, right? And I'm just going to like, briefly touch on these. You can write them down. If you have any questions, you can reach out, I'll be more than happy to help you out. But you know a good content system for your messaging, right? Most people always get stuck on what do I say, how do I say it. So first we need to solve why do I say? And that is a part that, you know, you won't necessarily find it just by yourself. By, you know, being all introspective. Like, you will have to write down the topics, put down, you know, the things that you want to say, and then put it out into the world to see people's reactions and let people vote with their attention. So for this, there are a few things that you can say or that you can write down and have handy. So when you decide to create content, you don't get stuck thinking, why do I say now? But you go to this list and you can pick a few and create a good piece of content. I number one is stories, right? Because stories drive emotion. They can be your stories, they can be other people's stories, they can be, you know, whatever, analogies, metaphors. But stories usually drive emotions and they're great to highlight points and teach people stuff. 2. Data. Do you have data about the topic that you are covering, right? About, you know, the problems, solutions that you have? Data is going to appeal to the logical mind of people because you might appeal to them emotionally. But then they say, oh, I'm motivated, but how do I know if this thing actually is going to work for me? And then they see some data, you know, like these people, you know, like 50% of, I don't know, households, they eat sandwiches at noon. And you're like, wow, I do eat sandwiches at noon too. You know, on that data convinces you somehow. I just made that up. I don't know. 50% of household is Sandwiches at noon.

[B]

Yeah.

[A]

Then you have a list of your solutions. Right. And your problems. So this usually mostly problems and solutions are what are going to comprise your. Your hooks. But on solution, on problems, sorry, when you're researching, you are looking a lot of these, a lot of, like, what are the problems that my people have? And then obviously the solutions, usually your products. This one is one of them. Right. The publishing pyramid is a solution that came from the topics that we're talking about and the problems that we discovered. Then you have your style and series. I'm going to leave that one aside. And lastly, what I think is the most important one that I think is going to help you differentiate is your IP and frameworks, AKA the publishing pyramid for us is one of us. The minimal Bible content is one of us. Your IP and frameworks is what's going to differentiate you from other people. And in here on the worksheet, you're going to see the three Ps of differentiated, of differentiation, product, process, and personality. And this little segment that I just did is going to help you exactly with that. Right. Product that is kind of like your solutions. All right? And you also get to highlight those through your IPM frameworks, which are your processes, and then your personality, that is like, it could be your stories or the way you're delivering your message. But, yeah, let me tell you, a lot of the times, people will get drawn to you because of your personality. Actually, Naval Ravikant, I was listening to a podcast from him, and he says that in the media world, that is one of the biggest differentiators. So even if you are offering a service. Right. That other people are offering as well, and you're putting content out there, your personality will differentiate you from your competition and will attract people that will want to buy from you, rather from other people, just because of that.

[B]

Yeah, No, I love it. Some other golden boulders here on messaging, right? Focus on simple. One problem, one solution. Right? This could be, as in, like, overarching on your content strategy or like, one video. We did an example on the previous episode on how, you know, daily vloggers now are solving problems, very specific problems in vlog form. In this case, cooking a specific meal. And where people are searching for that, they find that content, and then it's an introduction to that world, for example. Right. People won't always remember what you said, but they'll remember how you made them feel. You know, a lot of what Fonzie just talked about with the stories and. And the way that we frame those. Right. Sorry. Be Passionate and vulnerable and there's no memory without emotion. So all these like things to consider. And again, if you go to the guide on business results, co forward slash, monetize, you're going to be able to see there's some questions to prime some of that information out of it and you can put it actually on that, on that, on that sheet and work through it. Now the second step with, you know, we're going back up on the pyramid, right? We have messaging now we're talking consistency. With consistency comes opportunity, right?

[A]

Yeah. I mean you need to be think about it as a lottery, right? If you buy one ticket of lottery, your, your odds, right, of of winning are going to be very, very slim. But if you buy a lot of tickets, a lot, a lot, let's say 50% your odds, obviously they're going to increase massively of winning the lottery. And you know, I don't want you to confuse winning the lottery in this case with going viral because again, everybody's goal is different. There's people that go viral, but they, they don't manage to monetize. Right. So very important for you to define what those goals are. But by being consistent, right, AKA buying lots of lottery tickets, putting a lot of your message out there, you will put yourself in better positions to reach whatever goal it is. Right? So if your goal is sales, right, convert viewers into conversations that can lead into sales. More consistency will probably lead to more opportunities for that conversion.

[B]

Yeah, I mean a good opportunity, a good example of that was when we first did our first 45 live, going 45 days, doing live videos on Facebook. I remember after 15 days, this person reached out, which led to one of our biggest deals at the time and he changed the course of our company. This person reached out on LinkedIn that we connected once maybe, but he's like, man, I've been watching you every single day for the last week or so and I want to invite you to this event. And that event is what triggered the deal, right? Which was super exciting. But if we weren't publishing for those 10 days, probably that never happened. And that was the first of many examples like that, right? It has happened with our podcast. It happened with like our clips, different things and same thing like your clips could, you know, be reminded people that, oh, there's a show to watch or there's a show to listen and let's go back into, into listen mode to that. So think about the quality of the message over quality of the production, right? Because sometimes if we're very obsessed over quality of the production. Maybe the consistency drops. Right. And we don't buy enough lottery tickets. Right. Out of sight, out of mind, out of business. Think about your minimum viable content. Go back to the previous episode and that minimum viable content will help you get to that consistency.

[A]

Are you choking so much?

[B]

Dude, I'm emotional. Man. This is good. This is, you know, all time biz. Bros, man is good.

[A]

I know. Updated or art or art acronym in there. We used to say. Well, we still say consistency is art. Right. And ART was an acronym for authority, relevancy and trust. If you think about maybe any person that you enjoy following and listening to their message, you know, probably in your eyes they have authority, AKA some status on whatever market it is that they're working on. They're relevant. Right. On the topics that they're talking about. And relevant based on the problems that you might be having. And because you consume them consistently, they have earned your trust. Now, recently we actually did an episode on this. We are another. We added a new R, which is resonance. Right. That resonance leads to trust and you know, resonating with the problems that you have and the solutions that you're seeking. So consistency can help you build all that with your audience, which is key if you want to generate opportunities.

[B]

Yeah. One of the things that, you know, we see, we've seen it all is, oh man, I said this already or I'm so tired of saying this. Remember, you're the only one that listens to 100% of your message. So repeat it if it's valuable. If it solves the problem, go ahead. Maybe you frame it with a different story, but continue, you share that story, continue to share that message because it's going to help somebody. As we move up, we have capacity and then scaling as we wrap up. But with capacity you can, you can do anything once you stop trying to do everything. That's the quote of Unknown.

[A]

I don't know who said that, but I had it written down somewhere and I really enjoyed that one. You can do anything once you stop trying to do everything.

[B]

Yeah. So, you know, obviously think about your. What, what you have at the time, your resources, what, what can your help. How, what can your team help you? Do. Do you have somebody in there that can help you? But your capacity is relative to your resources. Obviously, you know, respect the cadence. So with this we mean if you dec. Do three episodes a week, respect that, do your commitment, do three. If not, then do a new commitment, do once a week, twice a week. Why can you sustain for a long period of Time kiss. Keep it super simple.

[A]

The acronym is actually keep it simple, Stupid simple, I think it is, or something like that. But you know what, I was like, super simple sounds even better.

[B]

Yeah. And again, this comes to like, what is the level of post production that you might have to do, but is that taking you too much time and you're disrespecting your cadence for that. Right. What's the setup that you have? Keep it very simple to get started and moving on, on your content. Right. And then RPC capacity is not a real capacity. Once you start testing these new things, you're probably going to find that it's going to take you a lot longer than you thought it was going to take you. So readjust, you know, or if you have a team, assign somebody to do that task for you so you can continue on your, on your commitment.

[A]

Cool.

[B]

Good. All right, again, go to your guide. There's gonna be a lot of questions. So you can walk through this step at a time and distill the information that's worth to you. And then at the end of the day, resources and scale. Right. Growth is never by chance. Test, then invest. You know, make sure that as you put your content out there, frequency and consistently you go back and look at the data, see what's working, what are the indicators, what are the things that are helping you move the needle forward in your content, in your marketing and so on.

[A]

Yeah, I think this one is important here. Scaling is directly correlated to the resources successfully invested in the right processes. Right. You, you know, you might, you might believe you need a video editor when in reality, no. Maybe you invest that into somebody that's going to help you, I don't know, script your videos or even better, maybe somebody that's actually going to help you connect those viewers into conversations. Right. Maybe it is a setter what you need at first. Right. So then you can increase your resources. So keep that in mind. Right. May make sure you are being intentional or where or where you place your resources because it's going to play a big role when you're trying to scale all of this. Yeah.

[B]

All right, so that concludes our little episode on the publishing pyramid. If you haven't downloaded yet, go to business CEO, forward slash monetize. Reach out to us if you have any specific questions. If you're here in Jacksonville, you can come to the studio and book and book a session here in the studio. And you know, we record and we produce everything based on these principles that we talked in the last two episodes. So we're Very, very happy to help. We're very big fans of Remove the Friction. So again, all we want to you for you is to put your message out there, help some people, do some good to the world. And I'm excited to share these resources with you. Fonzie, any last thoughts?

[A]

Nah. That was pretty good to revisit. It was nice. I have it, actually. I haven't seen that guy in a little bit. I haven't revisited in a little bit. And I thought, did it help you? It was pretty cool. I mean, I just looked at it and I was like, I'm proud of this stuff that we create, you know. Yeah, I'm very proud of it.

[B]

Let's go.

[A]

I hope it's helpful for you Pat.

[B]

In the back for me for, you know, putting these episodes on the dusting it.

[A]

De. Dusting it reference from the previous episode. So make sure to listen to the previous episode for that.

[B]

All right? And with that, guys, thank you so much for tuning to the contents Profit Podcast. Go ahead and follow the show in your favorite podcasting platform and on social media at Biz Rose go that is ran.

[A]

If today's episode help you move one step closer towards your goal, please don't forget to share this episode. And of course, don't forget to leave a five star review. See ya.

[B]

Bye, guys.