How to Maximise Your Content Reach. The One Stage Most People Ignore in Content Creation

[00:00:00] You know we've talked about what to say, how do we actually create, how do we produce it and now a lot of people forget that that content needs to be distributed, needs to be put out there

[00:00:09] so we're talking about specific things that you can do to increase your audience and then to remove the friction to actually go ahead and execute it. What is the intention that we put into

[00:00:20] distributing specific pieces of content versus the safety net of content? So how can we establish a system that keeps those out for new people to find it and then on top of that there's a

[00:00:28] layer of intentional content where it's like we're answering questions. Can we tag our guests? Can we collaborate with them? All these puzzle pieces, how do we put them in place in the week? So it

[00:00:39] goes out automatically if we have something that's set on stone for consistency which we know is like the mother of everything because without consistency we cannot measure anything. Perfect then we can use systems and team members or even AI software to be able to put these pieces

[00:00:54] up for circulation right? Hey guys and welcome back to Continuous Profit. Today I have a very special behind the scenes episode. We are working on a little bit of a secret project

[00:01:11] now for a few months with a friend of the pod and we'll announce that very very soon but what I wanted to share is one detailed, very detailed conversation that I had with this

[00:01:23] person. It's actually like me kind of unloading a lot of information about the distribution phase of our six lever process right? So you know we've talked about the what to say,

[00:01:34] how do we actually create, how do we produce it and now a lot of people you know forget that that content needs to be distributed, needs to be put out there so we're talking about specific

[00:01:44] things that you can do to increase your audience and then to remove the friction to actually go ahead and execute it. And we go like really tactical, we give some examples of podcasts,

[00:01:55] we give some examples on YouTube, what are some metrics that you should be looking at to get better at your process and increase your audience and remove the friction so then you can monetize and manage all this process altogether. So I hope you enjoy it let me know

[00:02:11] if this helps you, let me know if you have any questions as well you can send us a message at BizBrosco in every single platform and yeah I would love to hear your feedback since

[00:02:21] this is a new style that we are creating for you. Alright enjoy! We ended up in distribution so this is the fourth lever right and there's ways that we can increase the attention and

[00:02:35] decrease friction right? So a few of these elements are what is the intention that we put into distributing specific pieces of content versus the safety net of content so examples are

[00:02:48] safety net is something that is very consistent, that we don't miss a day so in our case that could be the clips from a podcast that could serve the purpose of promoting the podcast

[00:02:56] but also elevating you as a brand or as an authority right in the space and that's something that goes out every day so how can we establish a system that keeps those out for new people

[00:03:08] to find it in fact I was just checking YouTube and it's an average of 87 percent of people are finding our show or stuff because of shorts for example right so if we put that on Instagram

[00:03:20] Reels and TikTok as well new people are going to be familiar with our faces, with our brand, with our show at XYZ and then a number of people will transition to consume it,

[00:03:29] will transition to trusting us and so on. Now on the intention side well on this side would be like okay what is the what is a piece of content that we create we can create specifically

[00:03:41] right to solve a problem or to answer a specific question right so this will be this could be like a smaller YouTube video that could be a smaller reel right a one minute reel but it answers that specific questions these might take a little bit more resources

[00:03:58] than just clipping a long form piece of content but again what is that mix so do we have a safety net that keeps daily content and then on top of that there's a layer

[00:04:09] of intentional you know content where it's like we're answering questions so an example of this could be you can have a frequently asked questions and let's say you have 10 of those

[00:04:18] you can create a reel for each one of those or you can create a YouTube video for each one of those and then you distribute those two per week for example right so what are these

[00:04:26] layers that we're creating for that that will obviously increase it the the the audience number right can we tag our guests can we collaborate with them so these are more tactical for the distribution of the content at this point can we run ads with them to that content

[00:04:47] right like there's many ways that we can collaborate with the other person that's part of our platform to increase the audience level right we can dive deeper into this but what are

[00:04:57] some things that creatively we can do with them let's say they have a newsletter they have let's say they have a physical magazine can we provide them with some content where they can put it in

[00:05:07] that magazine and then some of their readers and listeners you know come to our show for example right and then obviously maximize sharing opportunities other than just social you know a little bit of that right so do they have actually a physical location can we

[00:05:23] what are some opportunities where we can you know bring our message in front of their audience right and this will be specific based on you know the person that we're talking with let me

[00:05:32] see if i can think some examples oh this is a good example very weird example so we had an incredible person george bryant come to our show he's been there you know i think

[00:05:43] three or four times and because of the energy of the show and we're resonating a lot with what he was saying he invited us to actually emcee one of his mastermind high level mastermind so that event allowed us to be in front of you know 20 30 incredible entrepreneurs

[00:05:59] emceeing his event but also sharing our message and from that we got business from that we got authority from that we got an incredible experience so again we can get like really creative it doesn't just have to be social right and then to remove the friction

[00:06:12] meaning how can we make distribution faster how can we make distribution more effective i would recommend something like a distribution matrix right so it's like okay now we have a safety net of content which is let's say seven clips per week plus five stories plus

[00:06:29] intentional content two times a week right all these puzzle pieces how do we put them in place in the week so it goes out automatically and it's not us distributing maybe it's a virtual

[00:06:39] assistant or an intern or somebody in our team that can put those pieces into distribution and they simply as you know put in the days of the week from top to bottom and then our

[00:06:52] times and it's like this piece of content number one goes on tuesday at 5 a.m right these other piece of content goes on wednesday at 8 a.m and just making sure that it's

[00:07:00] consistent what's going to happen if you do this for you know two three months you're going to start seeing trends be like oh people are consuming more at this time or people are consuming more

[00:07:10] this type of content or why this piece of content didn't get any views why this piece of content got a thousand views more than normal right and you're going to start seeing trends and then you can adapt that what happens is a lot of people or distribution teams

[00:07:28] lose a lot of time by grabbing you know let's say the folder of all the content that's ready and at the time that they're looking at the content being i'm gonna put this here i'm gonna

[00:07:37] put this there i'm gonna put this there but if we have something that's set on stone for consistency which we know is like the mother of everything because without consistency we cannot measure anything perfect then we can use systems and team members or even ai software

[00:07:54] to be able to put these pieces up for circulation right and obviously delegate as soon as you can so i'll say try out your own system for distribution test it out measure it like how

[00:08:06] long is it going to take and then you can start plugging people in there so a good example is where with our customers in content momentum they have two options once we deliver the full batch of content sometimes can be very high volume it can be really intimidating

[00:08:22] uh you know we ask them hey do you have a team member that maybe can join in here and and we can teach him how to do this so we deliver a distribution matrix looks like

[00:08:30] your number your pieces of content number from one to ten let's say 10 clips perfect monday we distribute one and two at five a.m and seven p.m right for example right and then we go through that monday through friday uh here's where the captions are here's where

[00:08:45] the elements are and they'll be very surprised that a map like that might take you know one two hour and a half a week to distribute uh but we just think it's a lot more right because

[00:08:55] maybe we're doing it in the team we're context switching so how can we group those activities to make it like super effective and then delegate it to somebody else here's a here's an example visual example of a content map right you have your main pieces of content

[00:09:09] which are your macros mp3 which is audio before which is video a transcript you know that's a supporting asset for the video sometimes your sub files whatever right and then you have your videos and then your vertical quotes so in this case five vertical five vertical videos

[00:09:24] and one vertical quote and then in the next slide we see kind of the distribution matrix right you have friday the episode release that goes out with an email with a link to the

[00:09:35] youtube channel it goes out with a facebook post that goes links to the youtube channel they have an instagram carousel that they do organically and then the person has an organic instagram story that they do on social media and then saturday from saturday all the way to

[00:09:52] thursday the rest of the content goes out you know videos from saturday all the way to wednesday and on thursday that's the quote and then they have different clips and things that they

[00:10:04] do organically to do that as minimum edit so you have these layers of content and then you give this to a va with the folder with the content and they are ready to rock and roll

[00:10:13] and then you saved a ton of time another thing that you know in the face of distribution that we need to be aware is it's not just hey let's put the content out it's the feedback

[00:10:25] that we're getting from putting that content out right so one of the ways that we can do is can we go back to the platforms and see what is the content that's performing better

[00:10:35] or is it perfect that's doing well and one of the things is identifying your outliers what are the pieces of content assuming you have a safety net of content that you do consistently

[00:10:45] over a long period of time that are doing better than other pieces so in this specific case that i'm showing right here we've published the same content you know the same clip we're

[00:10:54] in in a stage in the modern media world that you can publish a vertical piece of content in three different platforms sometimes four if you count facebook reels it's not the same as instagram reels and then each platform will resonate or the consumers that are in those

[00:11:13] platforms will resonate differently with pieces with those pieces of content so in our case you can see here that we're showing six videos um you know on facebook those two videos are different than the ones that on youtube and they're the one they're different than the ones

[00:11:28] on tiktok for example so well that's interesting you know tiktok consumer is definitely different than a facebook consumer why is that so then now you can start grabbing that data and you can start serving or creating content that's specific to that platform if you have the

[00:11:43] capacity and the resources to do so how you know we've tried to use it is we grab for example this one that says the 33 rule for personal blah blah blah this is something that

[00:11:56] ty lopez said and it was a quote that foncy mentioned we grab that as an idea to develop a full episode for example right so if we don't have a guest we have a bank of solo episode ideas

[00:12:08] based on outliers based on ideas based on things that we're listening on calls and then we can create we can go back to lever number two and create based off of that and then produce it

[00:12:19] and distribute it and the clips go on i don't know so it's a great way to do that and there's different platforms out there that allow you to create something or do something called social

[00:12:29] listening right so same thing on one side you are social listening for what your audience and the people that you're serving are asking you can create it on that and on the other side you

[00:12:41] are listening for the feedback based on the content that you already created to see if it's resonating another tactics that you can do with this is you can grab those outliers and

[00:12:49] you can run them as ads you know i recently was listening to frank kern and he has a he has a he's amazing he has a course called intent-based marketing right and he calls it the oldest trick

[00:13:03] in the book and is create a piece of content showing people demonstrate by showing people how to do the thing and helping actually helping them right it's like literally here's the whole

[00:13:13] process and then he runs ads to that content and then eventually people end up buying right so it's simple are we helping people the other indicator that we have here specifically on

[00:13:25] podcasts and long form content is the seven day and the 30 day data right so you know quick recap we have a long piece of content with micro pieces of content that go out consistently

[00:13:37] on a weekly or monthly basis for the short pieces of content we found some outliers based on what people consume meaning what are the ones that are triggering the more views and more comments and more engaging right and then on long form video or long form audio in

[00:13:53] this specific case we're doing what is the download data and the consumption data of seven days versus 30 days right so on a on a seven day launch right let's say you average 400 downloads in this specific case that i'm showing here per episode then is there one

[00:14:10] that did above 400 like 700 800 double in downloads during those seven that seven day period what happened was it a better hook right was it a good headline was it a good promise that people is triggering new downloads was it a new promotion

[00:14:28] and then you can start comparing that seven day data with other episodes and be like huh we are getting better at this are those numbers increasing are we running some kind of promotion that is triggering downloads immediately so this an example could be a

[00:14:43] scenario number one we create the episode we write the headline we distribute there's no promotion like there's no clips we don't tell anybody perfect organic people from the podcast and platforms will listen now scenario number two is recreate we put the headline we put out and

[00:14:58] then we promote on one newsletter and that newsletter drives double the traffic right well perfect what's the what's the what's the different thing there is the promotion on the newsletter can we do that again and then you can start measuring 17 downloads that way now for

[00:15:15] 30 day right what happens is that's called the long tail of your podcast so your podcast will live right in the platform hopefully for a long time what happens is like people now are finding you because they're searching for that topic maybe they're searching for the name of the

[00:15:31] guest that you have and that episode will continue to grab downloads over a long period of time maybe they're finding it on your website maybe they're finding on another newsletter promotion maybe you ran out to it right after the first seven day period so then

[00:15:48] you start seeing the long tail downloads so let's say your seven days 400 downloads and then your 30 days 2500 downloads what happened between the seven day and the 30 day did we increase

[00:15:59] promotion did we run ads was it organic did we put it on newsletter and then if we find those indicators right then we can start replicating and continue to put those pieces into our distribution matrix right what's the guest sharing it on their platform right so like

[00:16:16] what are those things and my recommendation is you know pick one or two which is it's going to make your job a lot easier to identify what that you know good thing for promotion is

[00:16:28] instead of trying seven things at once right for youtube right indicators podcasting on youtube is a whole different animal because you are also you're competing for the attention for a consumer that's used to probably a different video right so yes there are people

[00:16:43] that consume podcasts on youtube 100 right but at the same time a youtube consumer might be sitting you know i think now tv youtube consumption is higher than computer youtube consumption with that said this is where we can start grabbing data and learning a lot so for

[00:17:01] example youtube will give you the still watching after 30 seconds so it's your like first 30 second your first five seconds and 30 seconds of the video do we have something engaging in there that will allow people to continue to consume the the content right if

[00:17:18] they're not so in this specific case that i'm showing here one of the videos you know people are falling off after only 62 percent are watching after the first 30 seconds what happened to the rest of the 40 seconds was a promise not enticing enough was the content

[00:17:32] not exciting enough for them so these are the questions that we can start asking to make the content better right click through rates right a lot of people that are familiar with youtube you

[00:17:43] know this is you know from your thumbnail to consuming the content is what's that rate so you know i don't think we haven't come across like there's no specific per industry for example right i think our theories that you have to start putting content out there and see

[00:17:59] what what yours is doing so if your average is let's say a five percent click through or a two percent click through rate then can we do better right can we achieve a seven percent

[00:18:09] can we achieve an eight percent can we achieve in this case we have a few here with like 14 percent and 8.3 that means that those are doing way better than the other ones so do we have

[00:18:20] a good headline do we have a good thumbnail do we have a good name leverage right so people are looking at it causing and then they click on consumption data right and consumption

[00:18:30] means you know are people listening to our show are people watching the show so in this specific case here i'm showing three episodes you know with 95 92 91 that means people are listening to those episodes almost to the end right and then there's other episodes here that are like

[00:18:46] 25 24 24 so these you know we're looking at both ends seeing okay the ones that people are consuming a ton what are we doing well there right is our energy good are the questions good is like the conversation exciting for the people listening for the ones that we didn't do

[00:19:02] good 25 percent why are people falling off after 25 percent maybe we got a lot into personal stories for example which for a long time that's what we're doing instead of actually giving tactical advice for content right so maybe that's it so it's just a great way but

[00:19:18] funny enough here i have a video that is 24 consumption data on audio but it has been our most downloaded episode then obviously you know on youtube you'll see those data as uh watch time

[00:19:29] so you know in this case you have 38 percent compared to 4 percent or 4.5 percent so we're like okay on youtube we're getting a lot of data so on youtube there's more elements that

[00:19:40] you can play with right is it is a conversation it's not only the conversation is good is it visually appealing for people to be like okay i'm actually watching this like there's

[00:19:49] so many elements that we can start learning from from what what this is right from what the data is telling us so why are people falling off how can we keep them engaged throughout the episode and so on and that wraps up our distribution phase