A (0:00)

Hey, guys. Welcome back to continuous profit. Check this out. Over 60% of marketers say that creating content consistently is their biggest challenge. This stat is by hotspot State of market report. And yet the top performers, they're not, like, most creative. You know, most creators don't fail because of the lack of ideas. They fail because of their lack of systems. And this comes to us because we had an incredible call with somebody in the last couple of days, and it really got me thinking, right? Like, the real problem was in the creativity. The real problem wasn't that she wasn't creating content. You know, she's somebody that's very successful in her field. She's already creating daily. She's creating multiple platforms, you know, and then on her method of creation. By the way, this conversation came after we did a keynote on our six levers of content, which, by the way, is available in business creator club. But she came to us because she felt very overwhelmed, right? Like, her content was everywhere. In her phone, in canva, in different editing apps, in. In Google Drive, in, like, somebody else's drive. And, you know, she was feeling overwhelmed, disorganized, inconsistent in all this, right? So like I said before, 47% of marketers say their biggest bottleneck is workflow. Inefficiently, an organization. This is, by the way, the Content Marketing Institute. So is this you? I know that this has been me many times, by the way. I'm going through, like, a process right now. I'm like, redefining not only the podcast, our daily content, our clipping, different things. So just like her, you know, she didn't have the content problem. She had a chaos problem. And sometimes that happens. Sometimes we're just so creative that we try style number one, we try style number two of these things, and then we have all. All these things or all these teams working on different things. And it's just we don't move the needle forward because there's chaos. By the way, we're going through that phase right now, except for the podcast. So here's why most creators thinks, right? And you as a business own that creates content, or you leading a company that creates content, you are our creator, right? So this is what most people think. You know, I need better ideas, I need more content, I need a better tool. I mean, look at the trap of, like, getting better tools, right? So the reality, though, is that companies with documented workflows are 466% more likely to report success. How crazy is that? By the way, we're gonna put all the sources Right below so you can check these stats that, that we're mentioning here on the. Up in the. In the episode. So it's not just about doing more, it's about organizing what you already have. Believe me, not only what you have in your head, but also what you have in your desktop, in your computer. Which by the way the reason like I've been creating a little less is because I'm fully diving into like AI mode. Nobody to create content like this, obviously, because this is, this is the real me. This is not a clone but to like organize not only my work but my, my life in general. And anyways, that's a, that's a differ side note, which by the way, every Friday at 11:30 or noon depending on where you are. Business creator club, we have Q&As in the last like two sessions have been like heavily into AI. Anyways, back to the. As I track back to the episode. So again it's not about doing more, it's about organizing what you already have. So what's the framework? Right, like your system, what is your plan? Right, the inventory first content system. Maybe, I don't know, they might have a better name. So step one for doing this is identify your content styles. For example, like what does this matter? It reduces the decision fatigue, it speeds up production. So here I'm going to actually show you. This is my daily planner. And there's some things in there that I wrote today, which is those different content styles that will make it easy for you to create. In our case, I've been writing here how understanding myself as a creator, what makes it easy for me, it could be information, it could be knowledge, it could be like a simple prompt, but also, you know, the backend, which is what we're going to talk about it in just a second, right? But for me, for example, there's a framework called the three Screens a Day. You know, what, what is my database of content with the three screens a day, what is a style content that is a headline plus observation that is a style of reel that we can create. The core story framework, you know, what is the problem or product and reviews, podcast style, you know, vlogging, like all these different styles of things. And sometimes when we get in this creative frenzy, right, we go and we try these different formats and we just don't organize it the best way possible. And the exercise of trying to teach not only our team, but different AI systems to help us and assist us do this is helping us put it in perspective. Putting the system, which is by the way, how we helped this person here on this call, right? So reducing decision making improves execution speed up to 25%. And I think overwhelm goes out the window, right? This is by the way, McKinsey efficiency studies. So clarity means speed. I repeat that again. Clarity means speed. So once you're clear with your content styles, right. Step number two is the folder backend. So everybody thinks about like, okay, the content, how it's going to look, how it's going to feel. But then what do we store this thing? And by the way, every time I create on the phone, it was a mess. It was in my photos app. It was crazy. But what is something that we can create that is ready to publish? Sorry? Ready to publish and then publish. The solution that we gave her because she was already creating things she needed a little backend was like, look very simple on your Google Drive. Two folders, ready to publish, where you put all the stuff that you edit that is ready to put out throughout the week and then publish. And again, this depends on your cadence of distribution, which we talk about in the six levers of content, right? So ready to publish and publish there. This, you could do this daily. So let's say you create first half of the day, you put everything on ready to publish. And then when you're going to go distribute, you grab it from that and you put it on published, right? Let's say you do it weekly during the week. One, right? You're. You're creating, creating, creating, creating. You put everything already to publish on Friday. Let's say you want to distribute for the next week, you want to leave everything scheduled out, you put it on the platforms and then you move it to publish. Very, very, very simple. You can start there. Most people that we talk about, by the way, are not there. It's crazy. You know, it's like, why would I like, you know, I just, I just put it out there. But it's going to make a lot of sense and it's going to help you. Once you start hiring a team to do this, you as you scale, right? So another stat here by McKinsey. Employees spend 1.8 hours per day searching for information. Crazy. The second we started implementing this, by the way, like we started implementing once we hire somebody, because this person was DMing us 20 times a day, we're like, where's this content? Where's that? Where do I find it? We're like, wow, okay, well, I think we need to establish something like this. We lose so much time trying to try to create you know, trying to tell them where the content was and they were like, you know what? It's gonna be here, it's gonna be here. Now we have like a B system is a little bit more complicated and evolved. You will see that your content will evolve and your system will evolve with your preferences or like how you like to work. For example, I remember hearing an interview with one of the video producers for Gary Vee's team and their system was literally like if he was from his phone, he would just be recording and he'll be doing his thing on the phone and then he'll send it on a DM on a iMessage group that he had with like five different editors and then the editors will grab it from that dm, edit the thing and then he'll send it back to Gary and then Gary from his phone will publish it there. That's their system, right? It's going to be different for everybody. Now step number three, task based content. So in her specific case she started building like an Asana system where like she already had, she knew about Asana, but it could be any project management tool. In our case we use notion. So we have on deck, we have in progress and we have published when it's in progress. There's different subcategories depending on the type of content that it is. But for your specific case could be like not published, unpublished, right? You'll be working on it if you have an editor that's working on it. But in her specific case, let's remind, she was creating, she was editing already and then she just needed something to keep track of the publish and not publish thing because she was trying to publish on multiple platform versus one platform anyway. So another stat. Teams using product management tools see up to 20 to 30% increase in productivity. So are you currently using a product management tool? If you have a business, I hope you do, right? If you're running your business, I hope you are doing it. But on every single tool has their advantages and disadvantages. But the perfect tool is this one. You ready? Is the one that you use. So whatever tool you're using today, make sure that you have a content management system initially. It could be like title or code of the content sent, not published, published. As simple as that, right? So if it's not tracked, it doesn't scale. So we cannot go back and be like how many pieces of content have we published? What did they do? Did they achieve our goal? Whether that goal is reach, engagement, leads, right? Like can we go back and track it? To where we can do that. In our case, we use notion because iscale was like a spreadsheet on steroids. And we're going to see how we can continue to evolve in that. But just start. You can start with a simple, very, very, very simple spreadsheet, right? Step number four, your distribution rule, right? So minimum, what's your commitment? And this goes back to our publishing pyramid framework. Right? At the top, you have your resources. You know, what is the time or the money I have to invest in this under those resources, the capacity. So if you have time, well, you only have 30 minutes. So if you have a team, hey, I only have 40 hours a week that this person can dedicate to this if they're doing full time, right? And then you have the commitment. What is our commitment? Inside of that capacity, what is our commitment? Are we publishing three podcasts a week? Are we publishing one podcast a week? Are we putting one post a day? What is that? We can reverse engineer. If you want more information, you can go to BusinessCreator club and we have the frameworks in there. And every Friday we can answer your questions. But for her specifically, we're like, okay, what is your goal on consistency? And for her was one post per day, minimum. And she was not able to do it because she was overwhelmed because there was no system on the back end. So brands that post consistently generate 67% more leads. Duh. Like, if we're listening to this podcast, it's because you are here trying to get to that point and generate more leads, right? Like we are in this business of generating leads, by the way, by Hudspot, huge shout out to our amazing network, right? So consistency continues to compound, not the creativity. Right. Like you could have. And this is the argument I have with Fonzie all, you know, all the time. When it comes to like the editing, I'm more of the systems guy. They're more of the creative side. And managing creatives can be a little tricky sometimes. But it's like, okay, if we have one level 10 top of the video a month versus 30, let's say slightly less quality, right? Meaning like a six or seven videos, you probably will get more reach. And again, this is an expert, this is a hypothesis. You could test this out, right? Tell me if I'm wrong. But what we've seen is that the volume and the consistency over a long period of time, 30 times, let's say 10 to 300 videos, let's say in 10 months versus 10 videos, 300 versus 10, those 300 will probably have more odds to help you achieve those goals. So we're like, okay, how do we scale this to those 300? It becomes a system. And believe me, as you continue to execute and you keep your bar high when it comes to production and messaging and other things that we talk about here on the show, you're going to get better. So those videos are going to get better. If you continue to do it, it's just like soccer practice, right? In our specific case, you do all these touches against the wall, right? If you do 100 touches a day, you are going to be really good at that first touch if that's what you do every single day. So how can we mimic that in our, in our business and with our content and without the system, then we're not able to do that. So keep in mind on starting to create that backend system for you to not only create, because I think we're like really good at creating sometimes, but to manage and make sure that we do that. And these are the last two stages, right? Operational on that, on that six lever framework, right? So why do you think people get stuck, right? Like, what's the, what is this conflict we all have? Well, there is one tool overload. There's so many tools today. And today I was like, in a four hour, like, like YouTube video, like Black Hole about AI coworking tools. There's so many, you know, we talked about, you know, cloudbot and Cloud teamworks and Manners and all this stuff and you're like, my gosh, like, what is it? We're overwhelmed and there's so many tools out there, right? We overthink. We're like, well, what if we do this? What if that happens? What if, you know, we, we thing and there's always going to be a what if right at the end of the day and maybe we try a tool and then we switch really quick to our next tool and then we don't give it a chance. So how can we do this? How can we commit to one maybe and do that? So task switching can reduce productivity up to 40%. So now we're like, we're not getting leads, we're not being productive, man. We gotta figure things out, right? So every new tool means hidden friction, right? So, so maybe you invest a little bit of time researching those tools ahead of time. So then when you make the decision to go with a tool, then you have less friction because that tool can check off a bunch of boxes. So for example, we used to run a lot of our copywriting, a lot of Things that we check every single day for the messaging and the emails and the episode copy on ChatGPT. But then we use three, four other tools to continue to do that. That's why today I took a time of four hours to do some research. And on the back end, see, okay, can Claude cowork building an agent or building this flow that could unite all those can save us a ton of time. And the answer is yes. So we're going to be probably trying something new. So on your end, like, what does that look like? What aspect of your process are you encountering friction? Is it the creator process? Is it like the research process? Or in the Lila's case, is the distribution part of it? It's like, okay, how do I keep track of these things, right? And she's like, well, should I do asana? Should I do notes? Should I notion? I mentioned a notion and she completely went over one because, oh my God, I knew to. I'm like, no, no, no, use the one that you have already, right? So you know one of the stories, you know, to start wrapping this up with number five, right? It's like, okay, how do we transform this into, into a good system, right? So I share a story with her, which was how we unlocked creation, which many of you have heard, which is a 45 life story, right? Like we went, went live for 45 days straight on Facebook and we needed to unlock publishing, we needed to put our content out there because we were having in person meetings. We're landing those meetings with business owners and we're losing the contracts because people did not know who we were, right? To this day, I believe, I mean, yeah, of course, if you follow the show and stuff. But to this day I don't think we published enough, right? But for us, that's what it unlocked. So for us, we're like, okay, we established, okay, this is a 30 minute a day. That's our consistency, that's our margin, right? And we picked a very simple structure. Like pick one for us was what is the story of what happened today? What is the lesson? And then connect with us, right? Like immediately. And it was that we were teaching things. We're like sharing stories, but we are putting ourselves out there. The result of this was that we build consistency, we built a system. We're starting to track all this stuff in our Excel or our Google sheet, right? We're trying, you know, we're tracking like who contacted us, how many comments. We're like very granular on that thing. But that was the beginning of building the system that we have now, that we run, that we've run through hundreds and hundreds of shows and we kind of deployed it with RStudio as well. So now that is the backbone of the system that we run not only for our content, but also for our customers, which is crazy. You know, we do thousands of pieces of content every single week is insane. So repetition builds system faster than just the planning. So here's my. I guess, and this, by the way, by BJ Fogg. But for me, for example, I'm more of a start executing and build upon that versus there's some other people that like to plan the whole thing and then once that's done, they run it. There's advantages to both figure out which one is yours. For me, it's easier to do small changes as we go and continue to evolve. So systems are built through volume, not just the theory, right? Like, build the system, version one of that, whatever that looked like for you. Put a time limit, be like, I'm going to build it in next two hours and then push it through, like, execute it. Crazy. Break it, right? And then version two and then version three and so on. So, you know, hopefully today, which felt like a little rant, we went from being a scattered creator, which, you know, you have your content. I don't know where to put it, right? To maybe a reactive creator, right? Maybe overwhelmed creator, to hopefully, you know, planting the seed to be a systematic creator. Be like, okay, if my commitment is one video a day or one reel a day, how I'm going to create it, how I am going to produce it, how I'm going to distribute it, I'm going to track it, right? And I'd be proactive about this. Can we create week one, can we distribute week two? Right? Can we distribute? Can we create week one? Can we distribute week two? How can you build a system that can be scalable, Right? Put it through the trenches. Like, if it's not me, can somebody else follow this? Right? So a simple system creates an unstoppable creator, baby. So become an unstoppable creator. So if you saw yourself in this story, we've built a guide so you can go to Business Creator Club and tell me, hey, Louise, I want the guide that you mentioned on the process episode, right? We're going to have the workflow, we can do this and you're going to have all the details in there. So go to BusinessCreative Club, send me a message. Once you're in there, be like, hey, Luis, I signed up for the club. I want the guide and we'll send it to you. Hopefully this was helpful. Hopefully this was helpful. Yeah. And I hope to see you on the next episode. So we're here to support you in your content creation endeavors and create profit from the content that you put out. So with that said, guys, I'll see you on the next episode. Take care.