Content Is Profit Podcast: “Why Most People Are Failing At Content... Don’t Be That Person”

Release Date: November 14, 2024
Host: BIZBROS
Episode Title: Why Most People Are Failing At Content... Don't Be That Person

Introduction

In the November 14, 2024 episode of the Content Is Profit podcast, host Luis delves into a critical analysis of why many content creators struggle to achieve success despite having clear messaging, robust creation processes, and high production standards. Drawing from his extensive experience working with prominent brands such as Red Bull, Orangetheory Fitness, and F45 Fitness, Luis identifies a common bottleneck that often hampers content effectiveness: distribution. This episode aims to bridge the gap between content creation and revenue generation by offering actionable insights and strategies to enhance content distribution and, ultimately, profitability.

Identifying the Content Bottleneck

Luis begins by recounting recent conversations with long-term collaborators, which led him to a pivotal realization: the failure of many content creators isn't rooted in their messaging, creation, or production quality. In fact, many have these aspects well in hand. Instead, the real issue lies in the distribution of content.

“It's not about your messaging. It's not at your creation, it's not at your production levels. It’s none of that... these people have their messaging is very clear, their creation process is dialed in, production level is as high as it can get.” ([02:15])

The Six Levers of Content Success

Luis outlines six critical levers for successful content creation and distribution:

1. Messaging: Understanding who you’re speaking to and the problems you’re solving.
2. Creation Process: Establishing a reliable method for producing content, whether it’s podcasting, video creation, or other formats.
3. Consistency: Committing to a regular content schedule (e.g., recording a podcast twice a week).
4. Production Quality: Ensuring high standards in editing and overall content presentation.
5. Distribution: Effectively putting content out into the world through various platforms.
6. Feedback Loop: Gathering and analyzing data to refine and improve content strategies.

The focus, however, is on the often-overlooked fifth lever: distribution.

The Critical Role of Distribution

Luis emphasizes that while creators invest significant effort into crafting their content, many falter at the distribution stage. This oversight prevents content from reaching its intended audience, thereby stalling any potential feedback and subsequent growth.

“Do not neglect distribution. Please pay attention to that. A lot of people focus on the production and how it's going to look like... and when it comes down to distributing that content there's a big, big bottleneck because we don't account for that.” ([25:40])

He explains that distribution involves more than just uploading content; it requires a strategic approach to ensure content reaches the right platforms and audiences consistently.

Case Studies: Real-World Examples

Luis shares two insightful case studies to illustrate the pitfalls and solutions related to content distribution.

Case Study 1: High Volume, Low Distribution

In the first scenario, a collaborator was producing an impressive volume of content—70 videos in a short period. Despite this output, only two videos were actually published.

“Out of 70 videos that have been delivered, only two have been out there.” ([15:10])

The reason? The individual struggled with distribution. The underlying issue was the lack of a structured process to release and promote the content, leading to a disconnect between creation and audience engagement.

Solution: Establish a Baseline Distribution

Luis recommends creating a consistent distribution schedule to establish baseline metrics. Whether it's publishing once a week or daily, adhering to a regular timetable allows creators to gather meaningful data and feedback.

“Establish your baseline distribution... make that commitment and stick to that and build the resources to be able to do that.” ([18:45])

He suggests leveraging tools like Metrical for social media or Buzzsprout for podcast distribution to streamline the process. Additionally, delegating distribution tasks to virtual assistants or team members can help maintain consistency without overwhelming the creator.

Case Study 2: Experimentation and Feedback

The second example involves a creator experimenting with different content styles—ranging from podcasting and talking head videos to "day in the life" segments. Initially, this experimentation led to inconsistent publishing, resulting in a stagnation of feedback and engagement.

Upon reinstating a daily publishing schedule, the creator received positive feedback on two specific video styles. This feedback loop enabled the creator to double down on the most effective and enjoyable content types, optimizing both engagement and personal satisfaction.

“He got very positive feedback from two of the videos... he decided, okay, I'm going to double down on the one that I actually enjoy and have capacity to create.” ([30:20])

Implementing Data-Driven Decisions

Luis advocates for a data-driven approach to content distribution. By systematically testing different content formats and analyzing performance metrics, creators can identify what resonates most with their audience and allocate resources accordingly.

“Going off of the data it might be a little bit better for the audience and the people that you're serving online.” ([37:05])

Practical Strategies for Effective Distribution

Luis provides a comprehensive guide to overcoming distribution bottlenecks:

1. Commit to a Schedule: Determine how frequently you'll publish content and adhere to that schedule rigorously.

2. Utilize Distribution Tools: Employ platforms and software that automate and streamline the distribution process, saving time and ensuring consistency.

3. Delegate Tasks: Whether hiring a virtual assistant or assigning distribution responsibilities to team members, ensure there’s dedicated support for getting content out.

4. Establish Feedback Mechanisms: Monitor performance metrics regularly to understand what’s working and what isn’t. Use this data to refine your content strategy.

5. Prototype and Test: Introduce new content styles or formats on a trial basis. Produce prototypes, publish them, and analyze their performance before scaling up.

6. Balance Passion and Practicality: While it’s essential to create content you enjoy, ensure that it’s also sustainable and aligns with your audience’s preferences.

“Create one of these, one a week for the next month, we commit to that. We created, we produce it, we distribute it, and then we see what happens.” ([35:30])

Conclusion: The Imperative of Distribution

Luis wraps up the episode with a passionate plea: Never underestimate the importance of distribution. Even the most outstanding content can fail to generate revenue and reach its potential without a strategic distribution plan. By prioritizing distribution, creators can ensure their hard work translates into tangible results and profit.

“Let this be my warning. I love you and I hope this is helpful.” ([40:15])

Luis closes by encouraging listeners to implement these strategies and share their experiences, fostering a community of informed and empowered content creators.

Key Takeaways

• Distribution is a Critical Bottleneck: Regardless of the quality of your content, without effective distribution, it won't reach your audience.
• Consistency is Key: Establishing and adhering to a regular publishing schedule is essential for building an audience and gathering feedback.
• Leverage Tools and Delegation: Utilize available tools and delegate distribution tasks to maintain consistency without overburdening yourself.
• Data-Driven Strategy: Use performance metrics to inform content decisions, ensuring that your efforts align with audience preferences and behaviors.
• Iterate and Adapt: Continuously refine your content strategy based on feedback and performance data to optimize engagement and profitability.

By addressing the often-overlooked aspect of content distribution, this episode provides valuable insights for creators seeking to transform their content into profit. Implementing these strategies can help bridge the gap between creation and monetization, ensuring sustained growth and success in the competitive content landscape.

For more insights and strategies on turning your content into profit, subscribe to the Content Is Profit podcast and join the community of successful content creators.