Want to Go Viral? Learn How to Capture and Keep Attention with Content Creation!

[00:00:00] Hey, how are you and welcome to Content Is Profit. Today I have a special episode

[00:00:04] This was a session that we did with our partners at CAPSHOW and DJi and they asked us what are the three

[00:00:11] Viral types of clips that you guys have seen produced

[00:00:15] Whatever you guys have come around and this is the result of it

[00:00:19] So it is a very interesting show that they're running live on YouTube. You can go check them out

[00:00:24] But at the same time we talked about

[00:00:26] All the frameworks that people are using today and the different things that you as an entrepreneur as a creator can do today

[00:00:33] To actually gain a lot of traction with your content and you will be very surprised

[00:00:37] That it maybe might not be what you think it is

[00:00:40] so I hope you enjoy and let me know if you want more stuff like this more collaboration with some of our partners and

[00:00:46] Some examples of different content inside of Content Is Profit and with that enjoy the episode

[00:01:04] I mentioned this before you do a lot of experimenting. I see you and Fonzie putting out content

[00:01:09] constantly and I see what you're doing because I

[00:01:12] I can see the trends and the things that are happening

[00:01:16] Can you talk us through a little bit about your process of how you do this and then we can get into what?

[00:01:21] You're actually finding is working. Yeah, definitely. So

[00:01:27] We are big fans of creating your own processes, right?

[00:01:29] We're big fans of creating your own content ecosystem, right and it kind of goes back to we try to mimic and we try to

[00:01:38] Copy I guess our model after a lot of the what the influencers were, you know saying or doing at the time

[00:01:44] So for us five years ago, it was like Gary V or people like M Yun or even

[00:01:50] Influencers, you know and business owners like Russell Branson, right?

[00:01:52] They will put it these books and the things like this is the secret recipe

[00:01:56] You got a multi-purpose all the content and you got a document that you got a do all this and there's like different

[00:02:01] Formats that people are trying at the time and we're trying to mimic and we're trying to model that what we didn't understand

[00:02:06] Was that they had big teams behind them that they had a big resources that had all this so

[00:02:12] We came back and we're like, okay what we look past?

[00:02:16] That film like that

[00:02:18] There's like a layer that we look past that layer and then we started

[00:02:22] Thinking about how can we grab some of the things that are working for them and applying them to us today?

[00:02:28] Right. So we had to do like a really big inventory and like what are the things that

[00:02:33] Are at our hand available at the moment, right?

[00:02:36] We're renting like a little office. So we had a little corner space. We had our phones

[00:02:40] So we didn't have fancy cameras. We didn't have you know fancy recording equipment. We'd have photography things

[00:02:45] So like what are the things that I have in hand today so I can start creating consistently and why consistently that was like

[00:02:51] The one trade that we saw in every single creator that we study and we studied more than a hundred ones at the time

[00:02:57] We're like what are the things that they're doing that there's an every single person was being successful in their field with a different type

[00:03:03] Of content which was really interesting right because every single person was saying this is the content that works

[00:03:07] This is the content that works, but every single person has a slightly different type of content, right?

[00:03:12] Gary was documenting 24 7, right?

[00:03:15] We had the streamers that were streaming for eight hours a day

[00:03:18] Then you have the youtubers with like highly engaging videos at the time short-form content was not a thing

[00:03:24] Russell Branson was doing a lot of webinars right?

[00:03:26] I have people like Steve Larson for example doing their own crazy, you know takes on

[00:03:32] Marketing things so every single piece of content had a place

[00:03:35] In this like online world

[00:03:37] But the one thing that every single person was doing was like they have been being they have been

[00:03:42] Consistent for a long period of time some of them even nine years living years

[00:03:46] I mean right now I'm like hooked on this like incredible YouTube

[00:03:50] Slash podcasts for comedians called kill Tony the guy has been publishing the same

[00:03:54] Show formats right has evolved in production quite a bit for 11 years

[00:03:59] And now it's a surprise that a lot of people are discovering it now because it's grabbing

[00:04:03] But he's been doing for 11 years, so it's we really started focusing on consistency

[00:04:08] How can we be consistent and from that moment on we decided on okay?

[00:04:12] This is our own process

[00:04:14] To try to model and try to adapt in our margin our own personal margin our own company margin on

[00:04:21] How we can grab those elements of things that are working and test it out

[00:04:24] So throughout the years one of the rules that we have inside of our content

[00:04:28] It's like we have 80% of that content that's produced for example for us is our podcast and our clips on the short form

[00:04:34] These 80% of the things that we can do that

[00:04:37] We know how to do that we can get better every single day kind of carving our own path

[00:04:41] Right and then 20% of that is experimenting and testing new things and trends that are happening in the market

[00:04:48] So I think like that kind of opens the door

[00:04:49] And I want to encourage every single person to start thinking about how can they adapt it to their own process I?

[00:04:56] Love that the whole like 80 20 rule of you know 80% is just it's almost like a blue chip stuff

[00:05:03] Right like you know build those foundations and just get really consistent and then down said hey, let's experiment

[00:05:08] So talk us through your experimentations. What are some of the things that how do you I guess?

[00:05:14] Even kick off explain. How do you go? Oh, I think this is something that's working

[00:05:17] Let's try it and then how long do you give yourself and how do you actually settle on?

[00:05:22] Oh, this is something that's working

[00:05:23] Which is kind of gonna lead us into through that experimentation one of three that you have finding is working right now

[00:05:31] Yeah, absolutely and I think we have to bring context of like first of all who is the creator right like are we talking about?

[00:05:39] Understanding are we an entrepreneur that is trying to educate our way are we a content creator that strength to entertain?

[00:05:46] Just recently this has been a theory that we've been

[00:05:50] Testing inside of our own team and I'm kind of battling with right with our own show

[00:05:54] It's like are we a lot of people call it attainment right aside different categories you have education to have entertainment

[00:06:00] And then you have a detainment and entertainment is gonna mix of both that. I'm trying to teach you while I'm trying to

[00:06:06] entertain you and

[00:06:08] Our theory what we would be thinking the last couple years has been that doesn't work

[00:06:13] We've had a lot of friction because like if I'm trying to have fun

[00:06:17] I'm trying to teach you something and it's almost like when I'm at home and I might try to say something serious to my

[00:06:22] Wife or my kid, but then I crack a smile because maybe I throw a joke. They don't take me seriously, right?

[00:06:27] So I'm entertainment and attending at home, but they don't take me seriously because they think it's a joke

[00:06:32] so that also translates right into the content creation process where

[00:06:37] We're trying to like make this like, you know crazy show

[00:06:41] With jokes and and then we're trying to teach business lessons, for example, right?

[00:06:46] And then there was just a lot of friction there. So the first thing is like deciding

[00:06:51] Are we educating or are we entertaining right? I think and both of them can have space in your platform

[00:06:57] So it could be a moment for education. They could be a moment for entertaining, right?

[00:07:02] and again, this is part of our own personal point of view and

[00:07:05] Like I said, every single person might have their different, you know point of view, but you could attract maybe both

[00:07:11] Maybe you have an element of entertaining inside of the same show and then you educate right?

[00:07:17] Like this is a really good example, right?

[00:07:19] And usually I would love to see that, you know what happens with the show moving forward

[00:07:22] We have element of entertaining at the beginning and then we're like educating at the back end, which is fine

[00:07:28] Right. It doesn't have to be one or the other it could be like do we have those moments defined?

[00:07:33] So if you as a creator an entrepreneur and trying to teach something like for example

[00:07:38] We deal with a lot of customers in the real estate market, right or in the investment market

[00:07:43] It's really interesting

[00:07:45] Uh to see like well, we're not gonna be doing our comedy show on that side of things, right?

[00:07:50] Because it might be different. It might not resonate with the people that we're trying to teach

[00:07:53] So understanding like who is that person that we're trying to serve and how can we serve them, right?

[00:07:57] We make a promise with our content, which is delivering information providing them with a win

[00:08:02] Are we delivering on that promise or are we just surfacing it? And I think like that has been our personal

[00:08:09] point of view with our show because we've been trying to like

[00:08:12] With we've done more than 500 episodes and for us we prioritize those relationships, right? But on the clips

[00:08:18] What are we sharing on this clips? Are those funny moments?

[00:08:21] Or are we actually providing value for that?

[00:08:25] So the clips for ourselves they're designed to create a moment of laughter because that's our energy at the same time

[00:08:32] But at the same time create a hook so people can go into into that

[00:08:36] So energy has been the feedback number one that people share with us

[00:08:38] We're like we love your energy or like perfect

[00:08:40] We use that as an element to bring people into the show and then the people are resonate with that

[00:08:44] Stay and listen to the educational part. So that has been pretty interesting

[00:08:48] I know obviously there's like topical trends that you see in every single platform, right?

[00:08:53] If you look at Facebook reels or YouTube shorts or Instagram things that are happening in there, you know famously

[00:08:59] When TikTok came up everyone was like well, I'm not gonna dance. I'm a business owner

[00:09:02] I'm not gonna dance but that was the trend that was happening at the time everybody pointing at the things like this is step

[00:09:08] One two three four and you know, you might grab some traction because that's the trend that's happening at the moment

[00:09:15] So what happens is like people associate

[00:09:18] That what they've shown that what they're familiar with in one side

[00:09:22] They connect you with that and then you have their attention, which is really what we want and then you can then deliver

[00:09:27] So that's what people are doing it now the question is are you willing to do it?

[00:09:31] Are you willing to actually do the thing as a creator, right?

[00:09:35] So some people will say never some people will say yes

[00:09:38] Let's try it out and that's where that 20% comes in

[00:09:40] Like what are you as a creator or as a business owner as that?

[00:09:43] Are you comfortable with maybe that's not the vehicle?

[00:09:46] But maybe you can try a different format of podcasts of YouTube show

[00:09:50] For example that you resonate more and then what are the trends that are happening on that platform that you really feel comfortable

[00:09:57] Creating right so those elements

[00:09:59] I think we kind of help move the needle forward and then we can start honing in in like what type of content?

[00:10:05] Can we be looking at to to do this thing?

[00:10:08] Wow, that is so good. I do actually remember I used to do the young the pointy

[00:10:13] I might my dancing is pretty terrible. I'm not gonna lie

[00:10:16] So yeah, I apologize to all the people who had to watch any of that

[00:10:21] I

[00:10:25] Let's get into it I cannot wait can we how do you want to do this loose do we want to just go like

[00:10:30] Short from video number one number two number three and then and can you talk to us about the why it's working

[00:10:36] Like what it is and why it's working

[00:10:39] Yeah, I mean, it's fine. We can go through some examples too. But uh

[00:10:43] I'll say I mean, let's let's live with like who is this for right? Like are we talking what type of content?

[00:10:48] Are we talking for business owners content creators? Are we yes for entertainers? Like what are we doing? Yeah, no predominantly

[00:10:55] So everyone here entrepreneurs, so we're either coaches consultants service providers

[00:11:00] And yeah, they I would say more on the education side

[00:11:05] So why don't we start with that?

[00:11:09] Okay business owner on the education side

[00:11:12] So think about the environments or like the topics that we might be

[00:11:17] Teaching for example, so what are some of the platforms that we can be looking at to be doing that?

[00:11:21] So one that we're firm believers is obviously podcasting. So you're gonna have long form content into short form

[00:11:28] so for example, we're about to start working with an incredible person that they teach agency owners on how to

[00:11:35] Increase their enterprise value through acquisitions, right?

[00:11:39] Doesn't seem like a very you know entertaining type of content but like okay

[00:11:43] How can we teach people how to do that? Right? So what they're doing is like long form content podcast master classes

[00:11:50] Events right and then from there

[00:11:52] We're big fans of the clipping from those events long from content to short from because you are saving a ton of time one

[00:11:59] Right. You already are delivering probably your best content because you're in front of an audience

[00:12:03] Right or you're talking to a guest or you're talking to a conversation somebody with a conversation on your topic

[00:12:09] Comes out natural you don't have to research it you don't have to like

[00:12:13] Read a teleprompter that sometimes is a lot of patient for a lot of people. So clipping will call those, you know

[00:12:18] You're your short form from that long from so that's type number one that we see a lot of people doing because they're creating

[00:12:24] That long form is a great way to leverage right number two is you know, your your awareness content

[00:12:31] You're like top of funnel content where it's like can I talk about a topic and again keep in mind

[00:12:36] This is like talking head videos right kind of talk about a topic that's happening today and relate that with you know

[00:12:43] something in my business, right and this can be like

[00:12:48] Specific topics this can be lists, you know

[00:12:51] These are the three days that I these are the three ways that we edit podcast way one two three

[00:12:57] Right or these are the three things that I do every single day to be more productive

[00:13:00] For example if you're into that or you know

[00:13:02] This is how you turn long format into short from content first sign up for cap show, right?

[00:13:08] And they're gonna give you amazing output to do that. So educational content on that type of thing

[00:13:15] And then the last one that that we've seen a lot lately like this is pretty new is like this crazy hook trends

[00:13:21] That are maybe real-life situations

[00:13:26] That then people adapt so an example of this will be there's like this

[00:13:30] This clip that's going around with two people carrying

[00:13:35] Somebody on you know

[00:13:37] To to an ambulance right in this like little bed and then some of the both of them trip and the person kind of falls

[00:13:43] To the side and then they starts rolling at as they start rolling

[00:13:47] There's a transition in the video and then the entrepreneur comes out

[00:13:51] Rolling in the floor standing up and saying hey, you know, we have this offer here blah blah blah

[00:13:55] Right. So that's an example of a visual hook

[00:13:58] To their message, you know tagging with like a current trend that's happening

[00:14:03] Right. The other one that we've seen is like this model cycle. They're running crazy

[00:14:08] They hit they're about to hit a wall and that second that they're about to hit the wall

[00:14:11] It cuts and the person, you know

[00:14:14] jumps off the wall and

[00:14:16] Explains the content right? So another example of virtual hook on those trends

[00:14:20] so there's like again, you have to be a consumer to

[00:14:25] Consumer because we spot

[00:14:27] Wow

[00:14:29] Okay

[00:14:30] I want to I want to always work backwards because you know in a way what you did which was really neat was you went

[00:14:35] Like okay lowest it sounds like anyway, you I might be wrong

[00:14:39] But it sounds like lowest effort is type number one, which is yep

[00:14:43] Let's just use our long form content and create clips from them and then highest effort seems to be

[00:14:49] Type number three, which is the the whole trend

[00:14:52] So let's start actually with type number three and work our way back up. What are you?

[00:14:57] Let's can we can we either debunk or not not debunk that what I just said

[00:15:01] is it a lot of effort to actually create these kind of videos and and how have

[00:15:07] What kind of goes into it from a planning perspective?

[00:15:10] Like what should we expect in terms of the time that it takes to create these?

[00:15:16] Absolutely, that's a great question. So

[00:15:18] You know, let's really back like what will be your like your number one objective as a creator

[00:15:22] I think we have to start there right then we talk about this in the publishing business

[00:15:25] Talk about this in the publishing pyramid where you have like your resources at the top understanding that like what's the money I have

[00:15:31] Like what is the time available that I have do I have a team that can deliver on these assets, right?

[00:15:37] Then it's like what is the capacity of that?

[00:15:39] Like for example when we first started we did 45 days of live

[00:15:43] But the live was five minutes off my day because we were busy

[00:15:46] Executing on an agency level and trying to sell and do all this thing and wearing all the hats, right?

[00:15:51] We only have five minutes a day to do that

[00:15:53] So maybe you have capacity and a lot of people fail at

[00:15:56] Measuring their resources the capacity just yesterday

[00:15:59] We were on a call and it's this person that wanted to build a home studio and

[00:16:03] Invest all this money in a massive place with like high production value, but turns out that

[00:16:10] He had no budget to do that

[00:16:12] So that was stopping him from creating but it turns out that he had budget to go rent a studio in a different spot

[00:16:17] Right. So then why is that stopping us sometimes like that?

[00:16:21] You know in our heads it will stop us from moving forward

[00:16:24] So based on these two things right like our resources and our own capacity

[00:16:28] I'll say I encourage every single person to start doing that audit and that's gonna

[00:16:33] Give you the answers like is that gonna be easy for me to do right?

[00:16:36] So, you know we talked in previous trainings where we have these levers where it's like, okay

[00:16:39] What am I gonna say?

[00:16:40] so in this specific example for the third one, right like they want that you have the clip hitting the wall and then

[00:16:46] You know and then you as an entrepreneur doing that

[00:16:48] So I don't think that's gonna take a lot of resources, right?

[00:16:51] But you need some technical knowledge on how to extract that clip from the web for example, right?

[00:16:57] so that might be on your phone that might be on the webs on you know in an eclipse website or

[00:17:01] You know whatever editor you might have or maybe you need an editor to do this, right?

[00:17:07] So that's an investment. That's some time that you're putting into it then after that is like, okay

[00:17:11] Let me get up from my office and go to a wall or go to somewhere where I can actually film this

[00:17:16] Right, maybe that will take you I don't know ten minutes 15 minutes 30 minutes if you're really picky

[00:17:21] Right and then you have to like clip in together. Obviously, you know

[00:17:24] We have technology today like your phones right that make it, you know, very simple to stitch those especially those platforms

[00:17:32] They encourage you to create inside of the platform

[00:17:34] So they might even have a template for you

[00:17:35] So it might be a five minute thing but just in my specific case

[00:17:39] You know for me that doesn't work because

[00:17:41] The mental capacity to get out of a task or to get out of my flow to be able to go do that except if

[00:17:47] I schedule it to record like five ten of those in one day

[00:17:51] It's not worth the effort because I already have daily content going out from my podcast

[00:17:56] For example, so you have to evaluate that on your own

[00:17:58] So again, that's where that 20% of testing comes out and be like, okay, you know this week

[00:18:02] We're gonna do trendy video

[00:18:04] So what I recommend is like block off at time and be like my goal today

[00:18:08] Five of those videos made because I want to have Monday through Friday schedule and ready to roll or

[00:18:13] That I want to publish once a day and then you sit down and you do that

[00:18:16] But you have to measure it maybe for you if you're experienced

[00:18:19] Maybe you can knock him out in two hours, right or one hour, right?

[00:18:23] But somebody that's beginning there's gonna be some kind of friction to know how to do that

[00:18:27] So I encourage every single person to do your own time study to your own resource study and commit be like, okay

[00:18:34] Monthly or weekly this is the output of content

[00:18:37] I want to have one clip that I want to put out every day and commit to executing that for a week and you're gonna

[00:18:42] Learn a lot from that experience or you can tell your team if you do have a team be like guys

[00:18:47] I want one of these a week. Like what are the things that we need to do?

[00:18:51] What do you need from me? And then you can start measuring that side and you can do that 20% testing. Oh

[00:18:57] Man, I could it does it does. Yeah, I have so many questions, but I feel like I'm gonna derail it

[00:19:02] So I'm gonna I might come back to my question if we have time at the end

[00:19:05] Then let's get into so so basically what we're saying is that with that the third type of

[00:19:13] Short-form videos, which I think did you call the hook trend you called it that the hook trend

[00:19:19] Internally with our team we call it like the visual hook trend

[00:19:22] Okay, if you see the structure of the videos right you have a hook which is designed to capture attention, right?

[00:19:28] And then you have your value in the middle and then you might have a call to action at the end or it

[00:19:32] Could be like hook call to action value, right? It's like I grab your attention. Hey, by the way sign up for

[00:19:42] I how we see it in in our processes is almost like Lego pieces, right?

[00:19:47] We have these poke that goes here

[00:19:48] Then we have a call to action that we attach and then we have the value and then we have another call to action

[00:19:52] But now then that you put a vertical and that's your script

[00:19:55] So yes on the visual hook instead of a phrase of like something that I hey if you learn this thing or

[00:20:03] This this trend will help you gain millions of years. That's a hook and the people like wait

[00:20:08] What and then you can go explain it, right? It's just a visual hook because you're not saying anything

[00:20:13] It's just a clip that you're using to capture attention

[00:20:15] Why because people already have seen that clip they related to her like all I I was entertained by that clip

[00:20:22] I'm curious is this guy gonna crash or is the guy falling what like how long is he gonna roll?

[00:20:27] And then what happens is like you cut that and then you do something else

[00:20:30] So you capture attention now. Here's the fun fact

[00:20:33] I'm very interesting to see like what is the consumption rate of the after video because maybe they're expecting something

[00:20:40] So maybe the viewer this is the tricky part, which is what you we need to change

[00:20:44] Maybe the viewer if we look at the data, they might be cheap

[00:20:47] You know feeling cheated because they're like, oh I wanted to watch video number one

[00:20:51] But now they're selling me a car

[00:20:54] but then the person that is looking for a car like oh I

[00:20:59] Was looking for a car now this person is selling me a car. Well, that's great

[00:21:02] Right. So again, it's gonna be very different for every single person

[00:21:05] That's why so important to kind of know what's happening behind those videos and start testing on your own business

[00:21:12] Yeah for sure and I know Luis we couldn't get the screen share thing working

[00:21:16] But I know that you had some examples that you were willing to share

[00:21:18] So maybe what we'll do is we'll grab those links from you afterwards and for everyone who's on this live will will share

[00:21:25] Share the examples with them. Is that cool?

[00:21:27] Please that's absolutely yeah

[00:21:30] I mean we're just gonna go through YouTube and see some clips that are happening right now, right because that's yeah

[00:21:34] What you know what the feed that goes? Yeah, awesome. Okay, cool

[00:21:38] Okay, so now let's get into the second type of short form video. You call these the the awareness

[00:21:47] Yeah top of funnel awareness. So that will be you know topical content

[00:21:52] You know for a let's say an entrepreneur a speaker

[00:21:56] I remember we had this lady

[00:21:58] She she on a like a local shop, right and they sell like this little

[00:22:05] our

[00:22:06] Aroma therapy things right and she's like, well, how do I create consistent content?

[00:22:10] She wanted a podcast you wanted the long form. I'm like we can do that

[00:22:13] But like what will be the objective of that?

[00:22:14] Maybe that's not the right type of content for your type of business

[00:22:19] so what they started to do was educational content, right and

[00:22:23] Top of funnel awareness top of funnel awareness

[00:22:26] We call it as in like the people that are not aware of you

[00:22:28] They're gonna start to learn from you and then if they're interested, they're gonna move to the next phase

[00:22:32] Which might be for a local business. Hey, let me go to Google and search their address or hey

[00:22:36] Let me go to the store and undo this or let me reach out on social media with some questions, right?

[00:22:41] so

[00:22:42] What they started doing was one the educational content all from their phone

[00:22:47] They had like an employee in the in the shop and they would teach people about the things that they're selling

[00:22:53] So they're like hey this little thing right here

[00:22:56] What it does is if you put it at night and you turn it on it's gonna make you smell good

[00:23:00] It's gonna make your room smell delicious and then you're gonna sleep better and then they're gonna educate people like why did you do

[00:23:05] That right but then the other one was they will grab different negative the negative news of their industry

[00:23:13] Which was happening a lot and then they will grab that information which is

[00:23:18] Top of funnel awareness for a lot of people because they're in the news and then they would debunk that information with some new information

[00:23:23] So be like hey, this is not right. Like they're talking about XYZ

[00:23:28] They're throwing rocks and other elements of like how we be polarizing, right?

[00:23:32] They're throwing rocks at that topic and then they're seeing like by the way this article right here

[00:23:38] What it actually does is XYZ because there's these studies that show

[00:23:43] And then there's a proof of concept and then they will put that out

[00:23:46] So they will grab a topic that's hot and then they would you know, you know do a lot

[00:23:52] They would like develop, you know their their value proposition for their content

[00:23:56] so a good example will be comedians right like comedians how they write their jokes is they grab situations maybe of their life or

[00:24:04] They grab situations of what's happening in the world and do their twist on it, right? So as content creators very similar

[00:24:10] So in our specific case, you know every time the CEO of Instagram comes out with some news or an update on the app

[00:24:18] I will go do that. Maybe I can place like there's many ways on the production phase that we can you know do that

[00:24:25] But let's say I'll be like hey by the way, I just saw

[00:24:27] So I saw talk about this new update on Instagram right that they're doing a shop and

[00:24:33] What does that mean to you as a business owner and then we can go into into the content?

[00:24:38] So that's grabbing that trend and normally that those are very topical. So the speed of like from

[00:24:43] Idea to creation to publishing has to be shorter because if we wait

[00:24:48] Let's say two three days or a week that topic might not be relevant anymore, right?

[00:24:52] So that's why things like your phone or just having like a setup where it could be like very fast to create where the distance

[00:25:00] from idea to publishing is really fast, right or maybe you have a team that you

[00:25:06] That you can send that video and they quickly edit it and they put it out. Right? It's so important

[00:25:10] So Gary V for example, his is known we've actually studied his system and what he does is like he has

[00:25:16] per platform two or three editors, right on call every single day and what he's doing

[00:25:22] He's like he's recording himself. He has a videographer right recording him in the situations and they're sending that footage

[00:25:29] consistently throughout the day and the editors are going and grabbing those clips and they have full freedom on how it looks how it feels

[00:25:36] Whatever and then they send those clips back to his cell phone as a message

[00:25:40] And then he publishes from his cell phone like he is always on the road doing those things, right?

[00:25:45] So what I dream setup I will record out, you know, that's being trans, you know

[00:25:50] Transmitted to to my team and then I get it back, but not everybody has those resources

[00:25:54] So how can we make something like that? It's like, okay perfect. You know, I see that spot of news

[00:25:59] Maybe you know, I'm in my soccer game with my kid and they're having a break

[00:26:04] And I if it's super important to me which for me though, if you see me with my kid playing soccer

[00:26:09] That's what we're doing. But it's up for me

[00:26:11] But anyways, you go and you record your thing and then you publish it as a live right?

[00:26:14] We have to be at peace with the production side of it of it

[00:26:18] So it's like imagine like a lever that we can move like higher production might be more time or resources lower production

[00:26:24] But again what we said at the beginning quality of the message over quality of the production

[00:26:29] So those clips might be even way better than a highly produced clip

[00:26:33] So again, go back to the 20 the 80 20 do what you know

[00:26:37] You do regularly consistency and then test that out if it's something that works and grabs a lot of traction

[00:26:41] Perfect. Keep doing it until it doesn't it will change

[00:26:47] That's typical and I had an idea and a question or want to get your thoughts from you Louis

[00:26:52] So, you know in capture next gen

[00:26:55] You know a lot of people who are even watching live right now are in capture club

[00:26:59] so they get access to beta capture next gen beta and

[00:27:02] As part of that we actually will capture actually generates awareness

[00:27:07] style posts

[00:27:08] written obviously for either Facebook LinkedIn or Instagram now, what are your thoughts on if

[00:27:13] We publish an awareness post that sound Facebook and generally that's just like a one statement unpopular type opinion

[00:27:21] And so if we publish that and let's say that gets quite a few comments

[00:27:26] Engagements people being like no, I disagree for these reasons or I agree for these reasons

[00:27:31] Would that actually be a really good jump-off point to create?

[00:27:35] what this this awareness of short form video which is like

[00:27:39] Start with that hook of this is the question and then here are my thoughts on it

[00:27:45] Absolutely, I mean we're always looking for indicators of something that you know, maybe attract opinions or engagement different things, right and

[00:27:53] We've seen like especially on Facebook. We've seen lately this crazy trend of like people just throwing rocks unnecessary rocks

[00:28:00] I saw I think I've written posts about a webinar and how

[00:28:04] This person was not good at delivering the webinar and blah blah blah

[00:28:08] And it's like a full complaint post and at the end it's like hey

[00:28:10] Here's how I teach you how to be engaged on a webinar to me. I don't like that. For example, like I

[00:28:16] We've seen that trend so we have to be very careful. Like okay

[00:28:20] Are you do you as a creator or as an entrepreneur? Do you feel comfortable with it?

[00:28:23] Does it follow the values of your company does it you know serves your audience in a sense, right?

[00:28:28] But my guess is if you're publishing that it does

[00:28:31] So, let's say for that awareness pose right the the you're sharing with us perfect

[00:28:36] That's an indicator if it's above the normal. Let's say you have

[00:28:40] Random number 10 on engagement, right and then that is a hundred on engagement. Perfect

[00:28:47] That's a really good indicator that that touch either our nerve or people are really interesting or what's really funny

[00:28:52] Like depending on the tone of your content

[00:28:54] Perfect. Let's milk that so that we grab that piece of content as in not the physical piece of content

[00:29:00] Like the message of the content like what do we say?

[00:29:03] Like why do we say it in that in that message and then now if we're familiar with audit other mediums of production

[00:29:10] Let's say you tested it out on a written form. Can we do a clip about it?

[00:29:14] It's gonna you know, it's gonna do better. Can we do a full podcast episode about it?

[00:29:18] Can we do XYZ? So that's something that we do a lot is like we look for like the top

[00:29:23] Most engaged clips in our platform

[00:29:25] So we look at YouTube shorts Instagram and then tick-tock and it's crazy every single platform

[00:29:32] Same clip resonates different. So every single platform is never been the same across all three

[00:29:37] And then we grab that and then you can create topical content from your phone if you want and do that or you

[00:29:43] Can just record a long form piece of content. So it's a great inventory to start testing

[00:29:47] You know what was resonating with with your audience? We found out even though we for the last five years. We've had a

[00:29:55] An agency that specializes on clipping in long from to short from people knew is more

[00:30:00] Because of the podcast and people are asking more for production on podcasts

[00:30:04] For example, we ended up, you know purchasing actually a physical studio based on that feedback

[00:30:09] But it's because the content that we're putting out on podcasting was grabbing more traction than anything else

[00:30:13] So if that base not only a content decision, but also a business decision that turned out to be really good

[00:30:18] So I think those indicators are really good to start grabbing information from the web and start to get to know

[00:30:25] Your audience at a deeper level if you want to speed this process up right on to this point

[00:30:30] We talked about organic distribution

[00:30:32] But if you want to speed this process up you can put some paid media behind a good example is

[00:30:37] There's a there's a show called the Dyer of a CEO is really good long-form interviews, right?

[00:30:42] And what they do with their thumbnails is really interesting

[00:30:44] We did a full episode on this in our show where you know, they do the interview and then they test 30 thumbnails similar

[00:30:52] Visually where it's like the title and the face on one side

[00:30:56] but the title changes 30 times and they run those as Facebook ads and

[00:31:01] The one that has the highest click-through rate. That's the one that they put on YouTube super interesting

[00:31:07] So again team resources time XYZ

[00:31:11] But again is really cool tactic to find that out especially with that principle that you just showed me

[00:31:16] Yeah, amazing. Okay, so cap show beans on here, you know what you need to do now

[00:31:20] Are you we've all we've all been doing awareness pose find the ones that are outperforming and use that to create

[00:31:27] The awareness style short form video and it can be literally as easy as just restate

[00:31:33] This like say the statement and then

[00:31:37] What your thoughts are or you can even create a hook visual hook video where you are jumping out of a driving car and

[00:31:44] As you're shouting the statement

[00:31:51] You don't have to

[00:31:56] So here's an example at the time of this recording there's a movie in the theater called fall guy

[00:32:01] Which is really awesome really fun

[00:32:04] But it's all about stuff so there's a lot of content going around because of the

[00:32:10] marketing of

[00:32:11] What's happening there? So a lot of those clips are grabbing traction

[00:32:14] So maybe you grab one of those clips from the stuntman and then you put your message out there, right? Yeah

[00:32:20] You can have fun

[00:32:23] Love it. Okay, so let's cover off the the first type of short form videos

[00:32:29] And nerdy's umbrellas like

[00:32:41] Alright so the first type is literally

[00:32:45] You know taking the long form content that we're creating. So in our case podcasts could be a YouTube view

[00:32:51] It could even be this live master class, which we might actually do to test all of this out

[00:32:55] and

[00:32:57] Then and basically and and finding the clips within that

[00:33:00] So can you talk us through how do you actually think about the types of clips that you believe will resonate?

[00:33:06] Because we always need to have a hypothesis where to start

[00:33:10] What is your hypothesis when you're when you're going through this process?

[00:33:13] This is all really an experiment right like what we're doing. So I'll I'll set the stage in our show

[00:33:24] Because a lot of people think that we do the show for the audience. That's listening first

[00:33:29] But we also do this show mainly

[00:33:32] For us like our main objective is we want to meet really cool people in our industry

[00:33:37] That we know they're gonna bring a ton of value. That's why D3 has been on

[00:33:41] That's why you know the people that have been there have been there for a reason, right?

[00:33:45] So that's number one now

[00:33:48] The part of that is like the content itself like what we talk about is

[00:33:53] Aligned with our business is aligned with what we do as a service, right?

[00:33:58] And it's also providing value to our people, right? So, you know top of funnel for us like the topics are like, okay

[00:34:05] How do we why do we how do we figure out what to say on our content? How do we create it?

[00:34:09] How do we produce it? How do we market that? How do we manage that or how do we connect it to revenue?

[00:34:15] That's all those six things are like the six pillars of what we talk about and there's gonna be a representation of that

[00:34:20] In our content so it's very gentle the way that we approach your specific show is very curiosity based

[00:34:26] So we have that as a loose

[00:34:28] You know roadmap on on the creation of the episode, but it could go completely sideways

[00:34:33] We've had interviews that are really good

[00:34:35] That people love that we go very deep on personal side because that's where the conversation went to and that's what we found

[00:34:42] That works for us to be able to create it consistently because if we do not create consistently then there's no content to choose from

[00:34:49] So again, that's what works for us. We've tried, you know structure episodes. We've tracked, you know different trends and different things and

[00:34:57] We just don't get you know as much enjoyment as you do and for us

[00:35:01] That's a very big on we're very big on that like we have to actually enjoy it to be able to do it

[00:35:05] That's just who we are. Maybe there's some people we like suck it up and do it right? Well, maybe but that's not us

[00:35:11] so

[00:35:12] But what happens is like just yesterday we had a meeting with our production team, right?

[00:35:16] And one of the feedback that our producer told us was hey when we're selecting these clips

[00:35:22] We have some indicators for our specific

[00:35:24] Episodes are funny moments where we're all laughing

[00:35:28] Maybe it's a bad joke. Maybe you know, it's a reaction to something that funds is said or that the guest said

[00:35:35] Obviously value points so anything that can be delivered less than three minutes as in like hey

[00:35:40] This is a what a specific idea

[00:35:42] So for example, what are three ways that we can

[00:35:47] That we can create content from our phone

[00:35:48] Well way number one is XYZ if that falls within three minutes

[00:35:52] Then that's a rule that we take and that could be a potential clip

[00:35:55] For example, right and then interactions like quick interactions like I asked a question

[00:35:59] They answer back once he goes in and then those are like the indicators

[00:36:02] We also track a sheet of what we feel is interesting during the interview

[00:36:07] So we are able to do this because there's two co-hosts

[00:36:10] I'm always taking notes and the guest knows it so we're having a conversation

[00:36:13] And they say something that I feel like it could help our audience because I'm connected with our audience because we're having conversations

[00:36:19] I'm having in sales calls every day

[00:36:21] So in my head, we know what the problems are and then if that person says something about it

[00:36:26] I just mark it down with like exclamation part and that could be a clip that can go out

[00:36:30] So we started building these indicators list inside of the content itself. What our producer told us yesterday

[00:36:36] was that

[00:36:38] One of our us one of the brothers I'm not gonna say who

[00:36:42] Extends too much on a question

[00:36:44] So for her is really challenging to grab that question and the answer the person within one clip

[00:36:50] So this is a feedback opportunities learning opportunity. So now we're trying to figure out

[00:36:54] Okay, how can we make better questions shorter questions more direct questions so we can

[00:36:59] So we're able to click those right based on the feedback of our producer

[00:37:04] Which we do not have for a lot of years, right? It was just us doing the thing

[00:37:07] So that means what does that mean? That means it's less work on the editing side because they don't have to like chop off

[00:37:14] Different things so we're optimizing the process is like we have like this

[00:37:17] This ball of things that you know

[00:37:19] We've been able to contain and now we're like

[00:37:22] cooking it and we're putting pressure on it to make it a little bit better and more more solid and then that

[00:37:27] Process is what we can replicate two or three times a week every single month

[00:37:31] That is so cool. And what you actually touched on there is how we talk about it

[00:37:36] This is a learning process

[00:37:38] So I like I have also on my end had many learning processes or learning moments where my team have been like

[00:37:46] Yeah, Diedre. You just have to conduct better interview

[00:37:52] Just do better

[00:37:53] yeah, but because this is this is actually really important because what happens is that you know, even when we're doing our alpha testing of

[00:38:00] You know as for people who maybe don't know the process like we test

[00:38:04] Everything first before we actually even get our developers to build it into beta. So we call that alpha testing and

[00:38:10] Even as we're doing that

[00:38:13] We we can tell that the really great

[00:38:18] Episodes the four clips are the ones to your point where that it's like short sharp value

[00:38:23] You know almost people talk or I talk in sound bites rather than kind of like meandering

[00:38:29] You know, we'll get we'll get to the point type thing

[00:38:31] So what's actually really interesting is that even though we're talking about short from videos and and the ones that specifically get attention

[00:38:37] It always does come back to we also have to look at the original

[00:38:41] Content that we're creating and actually uplift that like if we can uplift that first. It actually makes a downstream

[00:38:49] Outputs so so much better, which is I think exactly what it is that you're saying

[00:38:54] I

[00:38:55] 100% I think well, I don't think I believe this like we see it every day. I don't

[00:39:00] Most people don't go through the entire process to be able to discover that right?

[00:39:04] Like they don't go through our writing process is they don't go through our recording process

[00:39:07] They don't go through the feedback process of that recording

[00:39:10] They'll go through the editing of that then they don't go to the distribution of that, right?

[00:39:14] and I think there's a big gap on education like we see it every day people come into our studio and

[00:39:20] they're like

[00:39:21] expectations are like very

[00:39:22] Are very

[00:39:24] Out of the blue. They're like I expect this podcast to go crazy and like well, what are we talking about is about

[00:39:31] Cleaning services stories. I'm like that is a very niche thing which could also be big

[00:39:36] We don't know we have to put it out right? Maybe it is a hit

[00:39:39] I don't know like we never know what's gonna work

[00:39:42] We just have to test it out

[00:39:43] so either we don't have the resources to sustain that or

[00:39:47] We don't have the consistency to be able to you know endure, you know some of that I I heard a

[00:39:54] one of the presentation one of the masterminds that we're in we were

[00:39:58] This person has been publishing content for a long time and they've been doing a study on Netflix

[00:40:03] And there's shows that are there on Netflix

[00:40:05] For example for Amazon Prime or Hulu that have been going on for six seven seasons

[00:40:09] And just now people are starting to find them right and it's interesting

[00:40:14] They've been producing that putting a lot of money investment into producing a show and then six years later is where people find them

[00:40:20] Right this comedy this comedy show that I'm totally hooked into the guy has been producing it every Monday

[00:40:27] For 11 years and I found it my brother showed it with me three months ago and I'd been like obsessed

[00:40:33] Right, but there's gonna be a point where like it's exponential for that. So again, do we have

[00:40:39] Are we willing to endure that are we willing to make it work?

[00:40:43] right

[00:40:45] We had a conversation with a real estate person

[00:40:47] This was probably two or three years ago that they came into the office and they were like, hey

[00:40:51] we want to be the mr. Beast of real estate in Orlando and I'm like explain to me what that is and

[00:40:59] So they're like well we want for them was about the views about the thing and I think at the time mr

[00:41:04] Beast had about 10 million subscribers, right? I think today the time of this recordings 200 million plus

[00:41:09] And I'm like, okay and I'm familiar with mr. Beast content

[00:41:13] Are you willing to give out houses like because that's what he was doing at the time

[00:41:16] He was like calling in a pizza boy and he would gift the house, right?

[00:41:21] I'm like, are you willing to do this and they're like, no and then are you willing to give out a car?

[00:41:26] Are you willing to do this? Like that's the type of content that you're referring to so maybe you know those expectations

[00:41:32] Could be maybe you're really good interviewer

[00:41:35] Maybe you're really good at creating conversation and polarizing, you know comments or topics or things that people are attracted to but again

[00:41:42] I also seen caps in types of content right like a YouTube highly engaged channel

[00:41:49] That have been going for 11 years. It's gonna look very different to a highly engaged podcast

[00:41:55] Because it's not the same. It's a different type of audience and that's the beauty of it

[00:41:59] We can find it in these platforms. The platforms are not working against us

[00:42:02] They're literally telling us like what are the things that we need to do if you go to Facebook right now and you go to

[00:42:08] The creator section there's a set of instructions. So what to do step by step to get more reach

[00:42:14] They tell you they're like do this create three different types of content inside of the platform engage every day respond to your comments

[00:42:23] Like there's simple things like that. If we do those the platform is gonna reward you and your content is gonna go crazy

[00:42:30] That's why you see streamers, you know in there 24 7, right?

[00:42:33] And that's why they say hey focus on one platform first mainly because of capacity and resources, right?

[00:42:38] We don't have the time to be in all of them. There's a way to do it

[00:42:41] but again quality of the message over quality of the production is what we're saying helping our audience whether that is entertaining or

[00:42:50] Education right at this time and if you put on those buckets like and if we continue to do that for a long period

[00:42:56] Of time is gonna help us over time

[00:42:58] So awesome, okay, I know that we're at the top of the hour

[00:43:02] So really quickly if anyone wants to the examples

[00:43:06] Because you know Louise did do his homework and he was like he had these examples to show for each of these three types

[00:43:11] So I'll show from videos if you want that those examples

[00:43:14] Can you put it could just comment hashtag examples in the the comments and we'll make sure that we get that over to you

[00:43:22] Thank you so much Louise

[00:43:23] Can you just remind us and everyone what it is that you do and how they can find you and connect with you?

[00:43:29] Yeah, absolutely. So first of all, we have a show is on YouTube is on every podcasting platforms called contents profit

[00:43:35] So you can come hang out with us there and also we are proud owners of a podcasting CEO

[00:43:40] This is where I'm sitting right now

[00:43:42] So if you're in Jacksonville, Florida, you can come in record your stuff here and then we offer production services

[00:43:47] Not only studio but remote for podcasting and mainly the clipping everything that we talked about

[00:43:52] We can help you create and move things forward on this division so you can really focus on your business

[00:43:58] So cool. And yeah, what you do is is amazing. I love what you and your brother do. So, thank you

[00:44:04] Thanks for coming in hanging out with us

[00:44:06] And for everyone else come and Louise is actually going to do a very specific how-to training inside of the Facebook group

[00:44:13] I think the people who are seen who are on here live already part of that group

[00:44:18] But if you're not go to Facebook Facebook.com slash group slash get clients from your content

[00:44:23] Because that training is gonna be happening. I believe next month

[00:44:26] I mean next month is already happening in like a couple days time, but definitely next month

[00:44:31] We're gonna be getting deep into the how-to's of creating some of these short form videos

[00:44:36] Thank you so much Louise and for everyone else, you know what to do. You should be staying intelligently

[00:44:42] lazy

[00:44:43] Bye