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Content Is Profit
We Cut Our Content Production From 6 Hours to 40 Minutes (Here's the System)
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Hey guys, and welcome back to Content is Profit. I was about to say welcome to the football show because what I'm about to tell you is a little bit of the behind the scenes that's happening with one of our shows, which is really cool. So I teased in the last episode a little bit of what we're doing based on that 1 billion views episode that we did the last, last week. So if you haven't checked it out, go check it out. But basically Jenny Hoyos, who is an incredible creator, decided switch her production and I'm here looking sideways so I can get to my data. But she decided to switch her production style to almost like daily shorts. But it's something like 100 daily shorts. And you know, we explain in detail how she gets to do that. And it's very good because a lot of people are wary or worry about something like this when they have to deploy it in, in their, with their teams or with their companies. And it's not about maybe the volume, but the focus is somewhere that we explained in that, in that episode. So go check it out. I hope you enjoy it. So we decided that we're going to try it, that we're going to try something similar. Not like she's doing it, but a little bit different. And I'll explain how. So way back when we first started going on stages and talking about content and you know, production companies and these things are production processes, we had a panel that I remember very clearly where on our, in our, our background we were trying to sell multipurposing when it was in a thing, when clipping was in a thing. Like that was like really early on where I don't know if you remember those social posts, it was like a picture and a little time timeline at the bottom kind of going through. And a lot of the process was manual. There was like no AI tools whatsoever. So we created a system that we could do high volume because we believe that high volume was going to help people get a lot of views depending on where it, where it went. And little do we know like it ev the thing that it is now. And a lot of people are going through that and a lot of the AI tools focus is on, is on that is like basically create one, create once and then what can you distribute after. And I remember this one lady that she got really angry, like almost like offended that we mentioned this, that we mentioned that, that we're like, hey, we do believe that you got to be present a lot of times in all the platforms to do this. And we. My opinion was a lot of people were against it because they don't have the capacity to do it. Right? So this lady was all against it. She was selling a completely opposite product. We were both in a panel. We kind of went back and forth, not in the agri matter, but like having an argument, a discussion to do this. And my reflection there was like, well, people are probably scared to go do this. And a lot of the what people are saying that best practices or industry standard was, was twice a week, three times a week. You're going to get your audience super tired if we're talking about saying that. It was a daily email. It was something out of this world. And my take, what we mentioned was like, listen, I think a lot of people do this is because they don't have capacity to do more. They don't audit their own systems, they don't go back and they don't check like, what they're doing or they don't optimize for volume. Right? And the safe thing to do is once or twice or three times a week because it's comfortable. Is the thing that people can do, is the people that people can create. It's almost like when they ask us in our podcast studio, it's like how. How frequent our podcast should be. And there's that. It depends. That's a It depends answer. Because every podcast is different. You could have a daily podcast, which is five minutes a day. You could have a daily bug is one hour a day. You could have three times a week, you could have two times a week. It depends on many factors in that. It depends on like, how much time do you have? It depends on how big is your team. It depends on is the topic that you're talking about, you know, relevant to do a daily podcast, for example, three times a week. Is your system sustaining three interviews a week? Does that mean that we need to reach out to 20 people so we can get three people every single week? Like, is your team prepared to do something like that? So all of this is. It depends on industry standard for podcasting has been once a week. And I think that's a very healthy place to start. Or budget. That's the only one. A lot of people are like, well, they're very budget conscious. And I'll explain in our current example how we applying this when it comes to budget, for example. But I'm sharing this story for you to. If you're listening to that and you're in a position where you're like, wow, like, we've Been creating. We haven't gotten the results that we want. You know, start playing with different formats, start playing with different volumes, start playing with maybe paid media, all these things. And personally, we've been on our side a little bit closed off to some of those options because we're psyched. So, like, this is the system that. That actually works. So it did. It works great when you have interviews every single week and that person becomes an opportunity, a refer, become somebody that could Refer US business 100%. But when it comes to like the audience side, it's like, okay, how can we optimize for that? And that's, I think, a place where a lot of companies and a lot of podcasting, a lot of content is going because they're like, okay, our content needs to be the marketing. But the truth is, is that it's not just. Just the content is the ecosystem around it is the content is the emails, is the. The landing page is like, how do you collect? The lead is how do you communicate after they come in and do it? You know, I'm going to raise my hand. We haven't been the. On the email, for example. I think that's an area that we can do a lot better. We've had a couple people that are interested in our business creator club shout out to those that, you know, I ended up reaching out a little bit later because that is something that's not a part of the team that we. That we built to sustain, maybe that kind of traffic that people were interested. So I encourage if you go to BusinessCreator Club and you click on that, please respond to the emails that come out immediately with your. With your solutions, which more are coming, coming soon. Anyways. All this to say that I'll encourage you to look and be like, okay, if our goal is X and we're not getting to that goal, maybe sign for an internal audit on the content side or the system side. So if you want to be a part of that, if you want to do that, let me know. You know, go to business credit club. We have the context documents right now inside of the platform that you can get them. But if you're interested, we do do workshops and I can hop on a call and we can work through those systems. Just a little context. If you're brand new to the to to content is profit. Welcome. We've been doing this for about six, seven years now. We own a podcast studio in Jacksonville, Florida where we launch a lot of new shows. We talk to a lot of people that are starting out. We help them out. But we also do companies and then we have a little bit of a boutique agency tier where we help shows. I have 20 million downloads, 10 million downloads. They're in the financial coaching, CEO type stuff. We're going to be speaking in Boston, Boston in September. I can't say too much, but just Google event marketing event Boston in September. And you'll probably figure out. So we're here to help. We're here to provide resources. And help is one of our missions. We were those entrepreneurs and we still are in a way that we're looking for solutions all over. Okay, now to the case study. We're big soccer fans, obviously, or football fans. And the World cup is happening. So after I listened to Jenny's interview and I was saying this on the show, I got really, really motivated to be like, this is the time that we relaunch the football show. And if you're a big fan, go check it on your favorite platforms. You can also go check out the website at the football show. It has news, it has blogs. He has a show, he has other things. If you are into trading cards, you can scan your cards and you can see the value of the cards. Anyways, it's a little bit of a passion project. I've been working on the side, but I saw the World cup as an opportunity to not only push the team, but also push my systems with content to a who new level. Meaning I want to go volume. Like that's what I wanted to test out. And we've always done an interview with like five to six clips and so on. I wanted to do a daily podcast I could do daily, that could give me 10 social media clips and like seven graphics. That's, that's the strategy on how do you do that? So we did our audit with the team and it turns out that to do that kind of volume is at least six hours with two or three, two or three team members, depending if you have an editor and on the graphic designer. So the beautiful thing is that today we have these AI tools that help us facilitate the process a lot more. So a weekend, I'm happy to tell you that I'm not burned out. We've been publishing every single day a little crazy on the schedules because of the time that the games are. So we have to kind of time it. But we were able to develop a system based on that. We're like, okay, I don't want it to be six hours. How can I make it this like one hour, A two hour process and we reverse engineer how to do it. So we use a couple of tools. We use one Claude for ideation, the structure of the episode and kind of like process prompting for the rest of it. We use Descript to record and edit the videos because we want speed, we want something that fast. And this script is a great platform if you're just starting out. It does a lot of the heavy lifting when it comes to editing, processing audio, processing the video and maybe adding some visual cues here and there. I will say it's not like a tier A tier S type of video podcast, high production, but if you want to go fast and the content, you know that what we talk about, the message is more important than the production, I think is a great solution. And Claude now has a connection with this script where you can actually prompt Claude and be like, hey, I want this to edit it this way. And we're able to build a football show process that once it recorded, you recognize everything. It tells us what reference to pull, what pictures to pull, and then immediately creates like the cut of the main episode and the 10 clips with the references built in, in the, in the video. And then you have a very fast QC process which all together, you know, from the moment that we finished record to clips distributed, is about 40 minutes. I timed it because, you know, I ran it myself the first time watching a soccer watching of one of the games here and it happened and it can be possible. So can we block out 45 minutes to, you know, do your show that's going to change the rest of your life? Probably. And that's the way I see it. Right. So I've been pushing the team a little bit more on like, hey, what are the tools and what are the things that we can help, that can help optimize this? And keep in mind, this is with social media, captions, everything. Right now we are working into a snafu with the platform that's helping us create the graphics because apparently we cannot submit references of famous soccer players. We had an issue with Messi and Ronaldo yesterday, but anyways, we're working through that right now. The fact, the point here is look at something that encourages, that is exciting. Look at something that you've seen in other markets, for example, and then try to modify in yours. I think excitement is one of the things that we don't look enough when it comes to, to try to create content or produce stuff for our businesses. And if you as a creator or you as the main voice of your, of your business, if it doesn't excite you to Create it. If it doesn't create like that fire inside of you, it's going to be really hard to then put it out to the world and convince somebody else that's looking across the street that they have to come by the thing that you are selling or the message that you are selling. So one of the main indicators that have worked in our favor with our network, with the events that we go to, I mean the fact that a couple weeks ago we were sitting in the same room as a couple billionaires and I was able to share my story with him and ask him questions on a one on one and ask him for advice. A lot of it comes from the genuine passion that we have with helping the small business owners and the people in the content and how we create content and how we make it. I think that's why our handles Louisa or Fonsea creates is because we love the creative process of it, of it all. And I think that follows through sometimes in our content, in the energy. So do an internal audit too. Like is it, are you having, you know, is it hard for you to create? Why is it hard for you to create? Is it hard for your team to create if you are in a company, like, why is it hard for them to create? Maybe it's not exciting for them, right? At the end of the day it's like, okay, well yeah, it has to be done because this is the way that we've always done it. Like, why don't we switch things up like a little bit? Like what, what would that look like with our team? Do a brainstorming session, walk them through. I'm sure you have incredible frameworks on workshopping, right? Like if you guys want to hop on a call with us, send me an email. Louise L U I S D a@bizbros co b I z B R O S E O and we'll hop on on the house. Like we're happy to help. We help people. We enjoy seeing people win and get excited about this. So anyways, enough ranting. So on my side, let me show you or I'll tell you if you're listening. But we decided to relaunch a little bit of this podcast, the Football Show. You can go to YouTube, it's called the Football show by BreakFC or the Football Show. And it turns out that as we started recording we're like, well, it's not going to be an hour episode because a little bit crazy. So we decided to keep it around 20 minutes and we use Claude to do the research. We Basically give them different news, different things. It collect some of the daily news that are happening related to the event. I'm on social a ton, so I've been screenshotting a ton of pose of things that I want to talk about. For example, today the national coach said a very polarizing statement on the media. I want to talk about that. So we feed all this to our cloud research agent and then he creates a little bit of an outline for the episode. And this is not us reading the episode, this is a couple of bullet points because we're familiarized with the topic. Like you are as a business owner, you are an expert in the things that you got to do. And so we just go off of those bullet points and we share our opinions. An opinion based show and we're telling the story and we're doing these things. And it is all part of a bigger project, but it has to start here. So once he's recorded, we record it directly on Descript. So there's a little bit of a trade off when it comes to like quality. Yeah, we're not recording 4K in the best camera ever. We have to be plugged into the computer. So the environment, you know, remember the six phases we talk about. Research, creation, production. Those are the first three. So on the creation side we have to do that. That if I create on my phone or I create in a different camera outside of that system, it just adds an extra step that then maybe I forget to do or maybe I don't have time to upload the footage. It's already there in the cloud for whoever is next. The script, that tool immediately transcribes the show and then immediately on cloud, on that agent that we created or that project, we go, hey, the episode is ready to rock and roll. Because of the API connection on the back, it runs the transcripts, it identifies the 10 clips based on our show bible. This is a document, a context document that we created for that show. And he selects 10 clips based on what's happening today on the news, which we shared. And we create in a way that could be like a very big like a beginning and an end. And then from there it executes on the back end. So I literally been moments where I do the recording. I have to go to soccer practice with Luca and I run the command and I'm at like, I'll see you in two hours. And he does the thing and when I come back everything is good to go. As long it has the reference. In our specific case, we just put in a couple Pictures for people to visualize the thing. If you go to the show, you'll see it very simple, you know, ins and outs kind of stuff. Like nothing crazy, graphics. And like that's what I say. It's not tier A, not tier, not here. S. If with more time, maybe there's something that, that can be done. But I think that that's a very solid product for what we want. And then there's a QC process from the video editor that in 30 minutes the whole batch is ready to rock and roll. The design work goes to the designer. They're able to pull the pictures and create the graphics. And then it goes to distribution, which we use a tool called metrical and the documents that we get references to create all these assets. It has a social media caption already in it. So it's almost like, okay, what's the inventory of all the things that we want? Or like the one post? And then multiply that 10, for example. So we need the post, we need for the post. What do we need? We need the design cues, we need the design instructions, we need the branding. So prep all that ahead of time and then you design it so well, to publish it, what do we need the caption, okay, let's put that in the original prompt so we can get all at once. We actually had an episode with one of our, with one of our editors that they wanted to go and deviate a little bit from this output and create on their own. And you know, in a regular situation I would have been like, awesome, go ahead, do it. This is incredible. But in the specific case, what we really want to test is the high volume. So it's about 10 clips a day, it's about 20 pieces of content every single day in every single platform. And we want to test how they do and, and what happens. That's the experiment. No other reason than to see what happens and to talk, to give us an excuse to watch the games and do all this stuff. Because the pushback was. Well, if you create it, then we have to create the transcript for each one them and then we have to create the captions for each one of them. And there is a process that works really well if you have a three day, five day production loop where you have the time to do it, but if it's a daily, then that adds up to the time for post production that we allocated for it, which is an hour. Right? So looking at the, you know, and you can see this more in business creator club, we have the publishing pyramid and the six levers that you can go in there and can I have an idea of like, what is your own capacity? What is your team capacity? We help you discover that. But here's the cool thing. The channel. Oh, well, the other thing that we're trying to do for the distribution is like on YouTube, we are running promotion ads to these episodes to start collecting subscribers. So within a week, the channel has reached almost 3,500 subscribers. The views on the videos on the main episodes are about 1,600. Another one with a thousand. They're being doing really, really well compared to other stuff that we've done in the past. And then this is for the main episodes and then for every single clip that we put out there, they get to the 1200, 1500. So now it's a matter of like, what are the outliers identifying those and go on. So there's different things that we're trying. And by the way, it's not like a thousand dollars in promotion money. This is like 10 bucks an episode that we're putting out to see what happens, right? And then we're going to try different platforms. On TikTok, there's clips with 16,000, 20,000 views, which is crazy to me. I'm like, this is a talking head video. What are we talking about? And so we're using it as an experiment to identify and see what's up and then to fulfill, you know, one of our passions on the content side. All I'm trying to say, if you are excited about the thing that you're about to create, is going to help you move the needle forward there. Whatever the case is, try to do an audit, See what are the resources that you have. What? Time, money, team, what is that? Push the team, Be like okay or push yourself. I'm like, okay. Instead of once a week, can we double that? How can we double that? Maybe take 30 minutes. Go to try GPT, go to Google, go to Claude and be like, hey, I want to do xyz. How can I get there? Like they're going to give you the answer. Come to Business Creator Club. Business Creator the club. Do your contacts documents there are there in the homepage and then with those context documents, feed it to the eyes. Do the same question is going to help you. Anyways, I'm just excited to see what's happening. I just wanted to have a raw, honest conversation with you of why we decided to do this and why we're doing it or how we're doing it. If you want the playbook to run something like this. Send me an email. Email LuisBrosco or find me on LinkedIn. Luis Camero. You'll see. You'll see me there. Send me a dm. Be like, hey, I listened to the episode. When are you guys dropping this? I think we are going to do a workshop on the production that we're doing because this is saving hundreds of hundreds of hours. And then I think it's like the production that you could be doing for like, $6,000, $7,000 a month with humans. You're paying maybe, you know, 400, 500 with an AI tool that gives you a very solid product. So go check out the show. Let me know what you think. With that said, I gotta go. We have soccer practice with with my kids, and I'll see you on the next episode. Take care. Keep enjoying the World cup if you're watching it and come join us in Business Creator club Fridays at 12:30. We have office hours tomorrow or today. If you're listening to Today, Friday is a great way to get started. All right, take care. See you later. Bye.