← Content Is Profit
Content Is Profit
Why Most People Create Content for the Wrong Reasons (And What Can Should Do Instead)
00:19:17
Loading summary
Transcript35 lines
- [00:00]
A
What's up everybody? Welcome to Good is Profit. We're back. We're back in, in Florida. Welcome back, man. How's it going?
- [00:11]
B
Well, I never left Florida.
- [00:14]
A
That's right, North Florida, I guess. But yeah, man. Welcome back. Welcome back. I'm glad everything came out good. I have a topic for you. Have you noticed? Well, I guess a copy that topic question, but I've noticed something a little troubling with the conversations that we've had in the last like maybe couple of weeks since, you know, people from the challenge. Maybe a little bit of a higher traffic here in the studio too. Maybe it's the season, but.
- [00:47]
B
Do you.
- [00:47]
A
Think people really understand their reasons to get into content creation?
- [00:56]
B
I mean, I think some people know why they want to create content, but I think they're lost. But elaborate, elaborate on your question. But before, before you elaborate, if you felt confused by that question and you're like, I need some content, some content clarity. Well, lucky for you, we're running a one on one free challenge to help you find it. Just that. So make sure you go to Bizrose Co monetize, sign up and we'll see you on the challenge. All right, Keep going.
- [01:31]
A
I love it. Yeah, man. I don't know, I've, I've had either many introductions here in the studio lately and you know our process. We invite him here, see if, if it's a fit. You know, I think when we, a couple years ago we're a little bit more gung ho and be like, yes, we'll help you. Right now we're being a little bit more jealous. I'm like, who, who comes on? But a lot of the questions that I've been asking is helping me realize that there's an education gap when it comes to content. Like I think the belief is there for a lot of people that hey, like yes, we do need to create. But then they, there's a little disconnect on attaching it to maybe for the business goal. Right. Like especially with the people coming in business creator club, which is also part of maybe why we created that. And we like igniting more conversations inside of the platform to kind of figure out, okay, if this is like a business related type of content that we're creating, how can we connect it with the business? Right. I just had a call this morning with somebody that has been a CEO for three national companies in the nonprofit sector. He's an author of a book and he came on asking questions about if he should start a podcast and as a studio owner and people that have been creating content for a long time. My answer is, yeah, we should be creating content in general. But I don't know if a podcast, like, is podcast the right option for you? And when we asked about the goals of the content that he wants to start creating, he was kind of lost his face. Kind of went to a place where I don't think he ever thought about that. And it was like, really curious to me because that has happened a few times now where like, okay, well, what's the objective of creating this? And they're a little lost. What do you think?
- [03:23]
B
I think the, the message out there a lot of the times is you need to create content. You need to create content. Right? But not everybody's like, okay, they don't really tell you why necessarily. Right. I mean, in a sense, I guess people could be like, you need to create content to get clients rather than as I, okay, well, that is the end goal. But there's a lot in between that happens. Right? So I mean, maybe for him, actually, his goal might not be to get clients, but he might be hearing the message like, oh, you're somebody of status, you know, somebody that have a lot of influence, you know, you've had a big career. Like, you should be making content. Right? It's like he's like, okay, well, like a lot of people have been telling me this, but then maybe, maybe I should, maybe I should be making content. But yeah, at the end of the day it's like, well, what is the goal? Because sometimes actually content might not even be the thing that you need to do. You know, again, there's content is a, it's a vehicle for the most part is if you want to build brand, if you want to increase sales, build exposure, like it is a vehicle. But there's other vehicles that can do that as well.
- [04:41]
A
Yeah, I think it's important for people. You know, if you're listening to this and maybe you're in that spot that, you know, maybe might be a little confusing of like, okay, I know content might be the vehicle, but I might be confused on the way to creation or like, what steps to take first. First go to Bizraz Co monetize and jump on the one on one challenge. Because I think that's what I mean, you just sent me a text. Somebody that came in the club, they have like this incredible retreat business and I'm like, oh my gosh, I to go do that.
- [05:10]
B
Right?
- [05:12]
A
But the fact is she needs to do some type of outreach initially. Right? Like they need to like pick up the phone or like, you know, bring people into their platform and it's like, how can we connect that? I think like, there's a view out there. It's like, okay, we put this content out there, whoever sees it is going to call us, right? He's going to reach out to us. But I think for smaller to medium sized businesses, there still have to be some kind of output for outgoing marketing and outreach to let people know that there is a product out there, that there is some things of value that they can provide and then as they build the systems on the back end for the content to work for them.
- [05:58]
B
Yeah, no, 100%. Again, it's a broad topic with lots of to dos and, you know, with lots of you should as well. And then people just get, just get confused when also, I mean, in reality it'll be better for them to just pick any strategy and then just take action on that one for some period of time and see what sort of results they get. But again, the message is so broad and so loud that there's so many different ways you can do things. But then it's just straight up overwhelmed people don't do anything.
- [06:36]
A
Yeah. Here's the specific questions that I got in our conversation this morning that really kind of ignited this idea of having this conversation today is because the person, before we even go into the goals, like, hey, I just want to learn more about podcasting. And he was debating into doing it himself. And a lot of people that were trying to tackle something on their own, I think it's very natural to go and try to figure out themselves, like, okay, how do I launch this podcast, for example? Which is totally okay. But there's some people that are going to enjoy that process. They're going to be people that maybe want some speed or professionalism.
- [07:12]
B
Is that correct?
- [07:15]
A
But this person was like, okay, what is the optimal podcast length? Somebody told me, somebody told me it was seven minutes. And I'm like, well, why is that? Right? Like, and I think the answer is, like, it depends. Like, we've seen very successful shows that last three hours. We've seen very successful shows that are five minute long. Is it high frequency? Is it low frequency? What type of topic is it?
- [07:40]
B
Right. I think, I think we can go to that Alex or Mosi framework that we like now, which is the logic, evidence and utility. Right? It's like, okay, well, define success. What is success for you? Right? And then that's the other thing. Some people like a big audience, sponsorships, some people might say clients Right. So based on those things, then it just becomes different ways to achieve that. Right? Because the way you build maybe a podcast like content is profit. We've talked about this pipeline platform that you use. Proximity, conversation with your guests to build pipeline and turn them into customers is different than how you would approach a podcast, like Joe Rogan, for example. So again, first of all, it's like, what does success mean? And then you go then to the evidence part. It's like, okay, well, like, what, how. How do you see this? Like, what do you see it? And you'll see evidence of everything, right? You'll see, because that's the other thing. It's like, there's not one size fits all when it comes to content. There are people that have seven minute podcasts that are very successful and there's people that have, again, like two three hour podcasts that are, you know, per episode that are very, very successful. So at the end of the day, I think it becomes more of what can you commit to long term based on your resources and your capacity, and then take action and see what sort of results you get with that and then go back at it again.
- [09:21]
A
Yeah, I think a good idea for people that might be feeling a little lost is again, go to Bizbros, co monetize, gain some clarity with Fonse, but also look around maybe. You know, I ask this question all the time when people come to the studio. It's like, okay, what. What podcast did you consume? Like, which one do you like to watch or listen? Right? And it's incredible how many people don't listen to podcasts or they don't have like a clear answer, right? And I'm like, well, this tells me a couple of things where, like, we're following some external advice, telling them, like, maybe this is the pill, right? To like, you know, achieve their desired outcome. But I'm a big fan of create what you enjoy as well, right? Like, that's why on my side, like, I just tinker with things and I try to create different formats. I mean, last night I was live streaming video games, right? And I have a ton of ideas based off of that. I personally like doing that. But also it's like, okay, in your field, if you're an author, if you're a speaker, who is somebody that you admire or maybe that's, you know, having success in the platform and what are they doing? Like, what type of content are they doing? Is that something that you would enjoy creating? Right. Because we went over a couple case studies with the gentleman this morning, where, you know, one was when we collaborated with Amanda Holmes and the ultimate sales machine when they were launching their book. We're like, look, she had a book. We broke the book in several episodes, about 90 episodes. And each episode was five minutes long, five to seven minutes long. And for them that was like high frequency because they needed to like reach out to the list because they had an email list and they were like letting people know about it and just delivering value in this like nugget size episodes. But then they went to like four hour episodes every single week because for them that was easier to create.
- [11:11]
B
Right.
- [11:11]
A
And they enjoy that process a little bit more and they were connecting with CEOs to do that. So there's a thousand formats out there, but I think we sometimes get super overwhelmed to get started. And I understand if you're a bigger company, there are some resources that are going to go to there, there's some planning and stuff that you got to do it. But I think the element of like, what are we actually going to enjoy doing? Because that's going to be sustainable over a long period of time. And then you can start adapting based off of that.
- [11:37]
B
Yeah. I even would argue that more importantly than what you create and how you create it is that you're going to get people to listen and then after that you'll know based on your data whether if what you're creating is good or not. But a lot of people, they spend too much time thinking on, okay, what is it that I'm going to create? And and of course like that's the product in the terms, of course you want to create something nice, something meaningful, something impactful, but at the same time, if nobody listens to it, who cares? So spend a lot of time also thinking and how am I going to get people to listen to this? Right. If you have no assets whatsoever, you will have to do some sort of promotion. Right. You might have to run advertisement to it, you might have to do some organic marketing and start, you know, cold sharing your episode with people. Or if you do have an asset, if you have an email list, then you can share with them. If you have an audience somewhere, you can share with them. Right. But again, that might be even the most important part.
- [12:45]
A
Yeah, absolutely. And again, talking specifically with long form and you know, we're obviously in the business creator world and some people might have lead magnets, some people might have books or guides or programs. Like this is some of the brainstorming that we did this morning and we're having another conversation on Friday to see if this is actually a good fit for them. But, you know, for the book, the feedback that they've been getting was, hey, we really enjoy this, but I want to listen to it. So they recorded an audiobook. I also want to, like, have some kind of, like, follow up when it comes to, like, action taking. And the book is about helping CEOs in a nonprofit space specifically.
- [13:20]
B
Right.
- [13:21]
A
And I'm like, perfect. That could be a case study of a companion podcast. You know, how it shows. Like, I was watching the Peacemaker the other day. The advertising before the show is there's a companion podcast on the show. So you watch the show and then you would listen to the podcast as a commentary to that. Right. The objective of that show is supporting the fans for something that they like.
- [13:41]
B
Right.
- [13:42]
A
Probably is not monetizing and selling merch. Maybe their advertising, I didn't listen to it, but the impression to it that I have is they're supporting the main production that there is. So perfect.
- [13:53]
B
If you read the book, the goal might be higher retention for the show. Right. Just have people stay watching this Pokemon throughout the whole season.
- [14:00]
A
Exactly. So it's like, is your platform, your content, whatever that is? Podcast, YouTube, you know, social media? Is that a sales enablement tool where you're answering questions, where you're like, you know, Alex or Muzzi? Good example. Like, he released the books and then he released them for free on his podcast for people that might not be able to afford them. Right. On. Because his mission, his goal is to help every single soul out there to, like, build a good business. Right? So for him, that's a marketing vehicle that they have and do that, for example, Right. Is it a paid, you know, show, for example, Escuela. De nada.
- [14:33]
B
Right?
- [14:33]
A
Like this show that we listen from these Venezuelan comedians, right? They have a free version, they have a paid podcast that is on a different platform. And then for them, that's their business model. Right? But it came from feedback. It came from, again, putting the show in front of people. I think that what you said there is super important that a lot of people don't even think about the distribution side until after the thing is created, right. They spend so much energy in trying to figure out what to say, how to create it, how to put. Produce it, right? And then we're like, okay, we're putting it out there. Where is this gonna go? Like, who. Who's gonna watch this? Right. I think lining up that the. The marketing vehicles, at least version one of them ahead of time, is so Important. So thank you for bringing that up, dude.
- [15:17]
B
Of course I can drop the. The wisdom every. Any day you want. I think a good action point for somebody that's listening and they might be thinking, I want to take the next step either. You know, I've heard that I have to create content. I would think about, first of all, okay, why do you need to do it right? What is your exact goal that you want to accomplish with this? Gain clarity there. Then think about, what are your constraints? Time, money, the capacity to create. And then depending on the vehicle that you decide, whether it's a podcast, short form content, then just make that commitment and start doing it. But just start getting some clarity by, like, why do you need what you want to do this? And if it's a podcast, then think about how you're going to drive traffic, right? And just pick one. You don't have to do it, all right? You can just pick one thing and say, well, I'm going to write a post about it after every single episode that I make, and I'm going to publish it that way and try to drive traffic and then test it, see what happens.
- [16:27]
A
Yeah, absolutely. Test the capacity. Test your resources. One line that I've heard early, like, lately that I really enjoy is like, you might be. Was it. You might be overworking the capacity of your editors. Like, as in, like, if you want to create more volume. For example, Alex has been talking about, you know, volume, and again, everybody, he. I've heard the example of this Bollywood brand that they post like 100 times a day, right? And it's like, well, you might not be doing it because your capacity is limited. Right on that, right? It's like, okay, production levels versus how do we do this? Frequently and consistent answer, you know, measuring that and see if it's something that aligns with what you say, what you do, and continue to do it. Like, recently I started doing like, those clipping softwares for the gaming thing. I was like, okay, let me test what happens if we post, like on my personal YouTube channel, if I post like every four hours. I think it was like the cadence and the first couple, they're really good. And then after a while it's like, zero, right? I'm like, oh, indicator. You know what? You probably need to build up to that level. So, like, the actual software helps you out. Is it actually valuable for the people that are watching? Maybe not. Because, you know, super high frequency on this type of content might not be helpful. And to be clear, like, clarifying, this is gaming content. This is not business content. Content. But it's really interesting to me that it's like, okay, what happens if we push this? Oh, sweet. Okay, well, let's reduce value and see what happens. Or volume. Sorry, no value. Volume. Also, I might just be suck sucking at that type of content. I don't know. That could also be.
- [18:11]
B
Could be, could be, might not be entertaining enough. Who knows?
- [18:15]
A
That could be. I mean, that's definitely it. All right. I know that you have a commitment and you have to head out. Is there anything else you want to add, Funzi?
- [18:25]
B
No, Just make sure you join us on the one on one content clarity challenge at Bizrose Co. Monetize again, if you feel like you have to do content or you've been wanting to do content or you've been actually been doing it for a while and you have not seen results or you feel stuck, you know xyz, this is a challenge for you. We're gonna guide you from again, we're gonna craft a strategy just for you based on your constraints, your resources. Is one on one for five days in a row. We spend about 20 to 30 minutes together every single day working on this. And you'll get some tangible results out of it. So go to Besprotosio slash monetize. We'd love to help you out and I'll see you in the challenge. Sounds good.
- [19:14]
A
Thank you guys. And we'll see you on the next episode. Take care.