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Here we go. Welcome to Content is Profit. I got a little surprise for you. 1, 2, 1, 2, 3, 4. Content is profit post today. Let a big idea start to pay. Ship it quick, skip the drift. Content is profit. Don't panic, just create. Let's go. Welcome back to another episode of Content is Profitable. Shout out to my good friend and. Oh, just hit my guitar. Shout out to my good friend Dan. He's absolutely amazing. He was on the podcast. He's teaching me how to play guitar. So therefore, therefore, you get a little jingle in there. But today we're talking about one of the most underrated skills, not just for podcasting, but for content creation in general. A skill that I would say most people overlook. You won't see maybe too much content, or at least I haven't found too much content on this. And no, it's not hooks, it's not storytelling, it's not pacing, even though all those are very, very important. This is something that is going to allow you to target and be more specific on your improvement and to better your business. Because if you are listening to content is profitable, you are creating content because probably you have a business, you want to make some money, you want to see how do you tie both of those. And this one skill is going to help you out a lot. So what is the skill? This is going to be a fast episode. The skill is analyzing the data, understanding what you're looking at, why something work, why something didn't. And that way you're not kind of like shotgunning in there and like, you know, spraying and praying, seeing what is going to work, but you can actually get feedback from the audience. You know, how to read that, how to interpret it and say, okay, my next move is going to be this one. That's why a lot of the times when people come to us and they say, okay, how do I do X, Y and Z? Or they have very specific questions or answer most of the time is, well, it depends. It depends on a lot of things, right? It depends on. On your goals or you're trying to do. And analyzing the data is one of the first things that we say. We're like, okay, let's see what you're doing, right? And it. It's also not just the data that's coming from the audience, but also your inputs, like the data. Like, what are, you know, maybe what is your cadence? What is your output in terms of content creation? So something very important to keep in mind when we're talking about that is I. Asymmetrical effort. If you have listened to some of my, my episodes before. I actually talk a lot about this and it's very important. Why? Because understanding asymmetrical effort help us get a better perspective of where we put our efforts. That is going to have a bigger impact, right. If you know it's not the same, there's a lot of people that, this is a very broad, random example, but you're working on a video and let's say, you know, out of 10 hours that you're working on the video, editing the video, etc. You spend all 10 hours equally, say one hour on each segment of the video. You know, the, the amount of people that look at minute 7 of the video compared to the first 30 seconds is totally different because there's always going to be some sort of drop off. So we want to put more of our effort, the bulk of it, into the parts that are going to have the biggest effect. So the biggest effect on that case is going to be at the front end of the video. So packaging right title headlines, you know, the hook, if we spend the, say 80% of our time in there is probably going to improve that retention and more people are going to see that seven minute mark. But if we spend our bulk of our time at the seven minute mark, you know, we're going to be losing the opportunity of catching people's attention and less people are actually going to see that. So it's kind of like wasted effort. So very important to understand asymmetrical effort because once we understand what the data is telling us, we can make a more conscious effort of what we're going to do next. So keep that in mind as we go through. So how do we interpret this data? Right? Like what are we looking for? What are the actions that we need to take? So it all starts with a plan. First of all, what is our objective? What are we trying to do? Am I just trying to get views or am I trying to have more conversations? What is it? You know, more views don't necessarily equate to more conversations, right? Like they both can be true. Yes, more views can happen to have more conversations, but the opposite is also true. Right? Like a small amount of views can actually have very meaningful conversations on the back end, right. Depending on how targeted you are, how you are distributing your content, which if you haven't listened to that episode, and there was a couple ones back, we talked about the importance of distribution, right. And kind of like how, how you don't need to rely on the algorithm, but you can pretty much manufacture that distribution and put it in front of the right people at the right time. So go back and listen to that one after you finish this episode. But it all starts with a plan, right? Like, what is that objective that we have for our content? So once we have a North Star, that we know exactly where we're going, we're going to put some constraints. The constraints are, you know, to help us stay in course. So what we say, how we say it, right, or messaging or formats, all these things are constraints that we're putting in place to make content creation easier, but also at the same time to make it easier to understand and track that data that we're going to get. Because if we have a spaghetti of things that we're doing, when we look back into it, we're not really know what we need to change, like what happened in there. So once we have those constraints and we create the content, we put it out there and then we get data, right? So I'm going to do this the simplest way, I guess, and we're going to look at how this potentially looks with the Instagram retention charts, which is a great way to start. And you're going to look at, you know, possibly three different graphs, right? The first one is going to be a graph where the dip is at the very beginning. That is selling you that your hook, the beginning of the video is not very interesting. People are not, you know, you're not retaining people, you know, grabbing people's attention. The second graph is going to have a little bit of that dip towards the middle that mean you had a decent hook, but then you couldn't retain people. And then the last one is going to be the dip towards the end, which is. It was pretty good. But people are not, you know, seeing the end of the video, which most people have their call to action at the end of the video. That's another topic that we've talked about. Where should you have your call to action? Right? Quick, spoiler alert is not just at the end, right? You get it. You can put it in multiple spots to benefit from it. We have another episode on Call to Actions that we deal with the great Alex and Filippo. So make sure you. You check that one out. But that being said, we have those different three types of graph, right? And this translates. It might look a little bit different depending on the platform that you use, but it translates the same for YouTube, right? This is exactly what. The same thing that we do with the videos that we produce for one of our clients, he's in the financial sector. And all the videos that we look at, we look at, okay, are we grabbing people's attention? That is the forefront of the effort. If that is not working, we don't really put our attention into retention. That is way further down the, you know, asymmetrical effort line. We go to the very beginning and we change the packaging, right? The title, how we're conveying the idea, all these things. And then once that picks up the click through rate, we look, okay, was the retention good, yes or no? It's not the retention. If it's not good, then we work on that and we move on to the next one. So let's go back to the graph. I'm expanding a little bit. So if we have the dip at the front, the problem is the grabbing the attention of people. Now, how does this look like? Whether if you're podcasting on YouTube is probably a lot of the packaging, right? Which is title, the thumbnail in case of YouTube, your hook, the very start of your, of your video or your podcast. That is the packaging. If your packaging is not enticing and enough. And of course, the most important part of all is the idea, right? But if your packaging is not good enough, you're going to see a lot of that dip at the very beginning of the episode. So how do you fix that? Right? You. Yes, for then you start working on the skills of. Okay, let me learn a little bit more on hooks. The basics is you need to make sure the person that is looking at the hook understands what the outcome is going to be, what they're going to get after they see that, right? So clarity of outcome. And then you get to open some sort of curiosity loop so people can, you know, be curious and keep listening to, to your podcast, watching your video, watching your clip, whatever it is. Now, if you're in short, in short form, what does that looks like? That looks your first five seconds of the video off and they're not conveying again that clarity of outcome. Moving on to the retention part, right? And we're going off of very simplifying content. But the whole role of it is first we grab attention, then we keep it, and then we direct it. So we already talk about grabbing the attention. Then is the retention aspect of it. How do we fix the retention of it, right? And this is a little bit more challenging. But in here you can practice, right? The storytelling, right? If this is where you see your data, son, this is where you need to focus. Then you can work on storytelling or a skill that I really like, copywriting, right? You can learn all the different. I like to think about it as a recipe book, right. You have a lot of different elements. You have, you know, your hooks, your pattern interrupts, your future pacing. You know, all these belief shifters, all these things that you can include here and there to get people thinking about it. But at the most basic is a push and pull between, you know, people's desires and people's pains and showing them the solution on how to do things right. And again, this is based off of. You are listening to this because you have a business and you want to make money with your content, right? Sure, you can be a little entertaining. I just did a freaking terrible jingle for you at the very beginning of this episode. Right. But at the end of the day, my whole goal is to help you move from point A to. To point B. So when we see a dip on retention, that means that the clarity of outcome that we offer on the hook, we're not. It is not paying off throughout the video and people are getting disengaged, disinterested, and they're moving on. So we got to work between this push and pull of pleasure and pain and offering solutions, right? So they can see themselves doing it. Not something huge where they know, they listen to it and then they go, well, it's going to take me like a year to do that. No, what is something that they can execute now today, make it actually doable. They can trust it. They can see themselves doing it. Right. Let me ask you, can you see yourself going into your analytics, checking your graph and then saying, oh, I have a hook problem, I have a retention problem, or I have a call to action at the end problem. Right. I'm giving you some actionable advice here that you can take with you. And then lastly, the last one, the dip at the very end is, you know, you're losing people with the call to action, which for the most part now, the market sophistication in social media has grown. A lot has increased. So people know when you're about to get pitched, when you're about to hear the call to action. That's why my recommendation to you would be to kind of like, see how you can mix your call to action in a very organic way inside of your content. Also, more people are going to see it, you know, the farther away from the. The very end of the video is. Obviously, you don't want to use your call to action as your opener because it's not a good hook, but. Right. If you get it closer to the beginning of the video, you're going to get more people to see it. So how can you include that in an organic way in there? So that is pretty much the most basic how to interpret some of this data from your content that you're, that you're listening, that you're, that you're seeing right after you publish your content. So to recap, no, it's not the hooks. No, it's not just storytelling. Yes, those are very important skills, 100% you should totally learn about. Those are just going to make you a better creator. But if you're overwhelmed and you're like, okay, what should I learn next? Make sure you look at your plan. You know, where is it that you're going to go? What are your constraints? And based on that action that you're taking, you're going to get a feedback from the audience, which is your data. And based on that data, then you can pinpoint exactly what is the next thing that you need to learn and that you need to put more intention on. Right? If, if it's the front end, the hooks, then start practicing hooks. Start is writing a whole bunch of different hooks for one single piece of content. So you can practice and you can see which one is better than the other. Or you can do, test and publish the same piece of content with multiple hooks, right? If it's the middle, then you can work a little bit on your copywriting skills and your storytelling skills and, you know, how you structure the content, work on that. And then at the end, then you got to work a little bit on how you're presenting your offer. So it's not too salesy. Market sophistication says, we know you're selling to us, we're out of here. Right? So that is the quick and dirty on the most underrated skill, not just for podcasting, but for content creation, which is understanding what you're seeing on the data, understanding the feedback. And this is a continuous, you know, cycle. You are doing this every single time you post some piece of content. This is how you iterate. This is how you improve this how you get better. This is the equivalent of doing game tape if you were a professional athlete, right? They play a game and then they sit down in a room and they break down their performance. What do you do good? What can we improve? You know, what we did terrible that we are not going to do again, right? That this is the equivalent of game tape. So that being said, if you have any questions, make sure you just check us out on Instagram @bco. Send them a message there if you have any specific topic that you want us to. To talk about. And besides that. That is all. I would send the jingle back to you, but I actually forgot it. So just go back to being Aliza. Do it again. All right. See ya.