Where is the Clipping & Podcast industry Going? Avoid Becoming Irrelevant & Stay Ahead

[00:00:00] The changes in the podcasting and content industry. If you want your content to do a lot of the heavy lifting and the work, we have to put in a little bit more intention of like, okay, what are the actual problems that we're solving?

[00:00:10] In what format can we solve this? People need to believe that you're interesting and for them to believe that you're interesting, you need to learn how to communicate your ideas in creative ways. How can I actually bridge the gap between this content and revenue?

[00:00:24] What are the problems that we're trying to solve? What are the questions that we're trying to answer for our customers? Especially people that like to repurpose podcast content. The reason they do it is because they don't want to work too much on their content, right?

[00:00:37] Test your systems out. This is content actually delivering what I want for the business, right? All the non-views and likes and subscribers or whatever. And it is challenging to differentiate yourself when the content looks very similar from the other person.

[00:00:52] The reason like this industry is changing so much is because guys, welcome back to Content Is Profit. We are back in the studio. Fancy, how was your vacation in Fort Myers? It was very nice. Very nice. I went fishing till 2 a.m. in the morning

[00:01:11] and we met this guy that he caught two sharks. It was pretty epic. Pretty epic. Yeah, that's Pink Florida there. Pink Florida, indeed. He actually also, the day before he shows the video, he caught an eight-foot soft-ish. It was massive. Wow. Picture, it doesn't exist.

[00:01:31] Well, he had the video because it's illegal to bring those in. So you had to let it go. Well, that's good. I'm glad that you're back, man. I'm glad that we're carpooling here to the studio. I'm not glad the reason why you don't have to share it,

[00:01:41] but finally we get to hang out a little bit. That is true. Because even though we work together, it feels like sometimes we don't hang out at all. That is true as well. And now that you have a fiance, we don't hang out at all more.

[00:01:53] Hey, you know, so much love in there. Those relationships, they take a lot of work, a lot of intention. Anyways, enough of our private live today. I think I have an interesting topic. Fossi does not know what we're talking about today, but I had an interesting conversation

[00:02:10] with this CEO of a company. They're a media company. They do something really similar. And we connected because I was very interested in the email side of the tool that we use to communicate with our customers and to kind of keep conversations going.

[00:02:26] And we ended up talking about the changes in the podcasting and content industry. They're going through some changes, they're rethinking the whole offer. We're also rethinking our entire offer, right? Indeed. We actually have something that's really attached to revenue, juicy, juicy, juicy. We haven't announced it yet.

[00:02:46] This is gonna be out for a beta group initially. And we can't wait to bring this out. But it made me think there's a lot of studios out there or production companies. And we talked about this like content being commoditized. So if you're listening right now,

[00:03:02] you produce content for somebody else or you're in that production world, right? Or even if you are looking to hire somebody, some of these stuff, you probably thought about this, right? So Fossi, I wanna ask you before I tell you what we came out,

[00:03:20] the conclusion that we came out of that conversation, more of a collaborative conversation. What are your thoughts on content today, podcasting and short form, clipping specifically on podcast? This thought literally as you were talking right now was like, it's interesting, you know, because obviously we believe in content 100%.

[00:03:41] But like you said, it's commoditized, right? Like you can find a video editor here that does the same quality work as a video editor somewhere else in the other side of the world. And they do it for a fraction of the cost.

[00:03:55] And that's just because of the circumstances where they live, right? Like maybe salaries in their country are, you know, way lower than they are here in the States. So I was thinking for some people, especially people that go on hire agencies, right? That outsource some of this work,

[00:04:15] they see it more as an expense, right? And the challenge is that when you're a video editor coming in, you're not really too attached to revenue in those companies. So, you know, unfortunately, you're disposable. Like whenever the company goes through something, a challenging time,

[00:04:36] you're gonna be probably one of the first people they're gonna be like, well, here's the door, thank you for your services, right? But the other side of the coin is there's a lot of companies that truly build and truly build on content and believe in content.

[00:04:53] But I feel for those people makes no sense to also outsource that. So they bring it in-house, right? Which is when I think, I believe that's the position where the editor, right? The producers, that's where they want to be, right?

[00:05:10] I think they want to come in, in-house with somebody because it's gonna give them more security at the end of the day. But when we're talking about, you know, multi-purpose content for podcasts and stuff like that, there's just so much volume right now.

[00:05:26] And it is challenging to differentiate yourself when the content looks very similar from the other person, you know? Like let's talk about differences when you're looking at a podcast content. The set, it's a different- It's a different- Differentiator, yeah. But body position, people talking,

[00:05:48] that is the same thing, right? Maybe obviously you got topics once people start listening, you know? You can differentiate yourself a little bit about topics. There's topics that get more interest than others. Right again, if you're talking about something topical pop culture,

[00:06:03] you know, you're on the news, a political podcast, something that is top of mind for people day in and day out, you're probably gonna gain a little bit of more success. People are probably gonna be willing to give you more of that one minute of attention

[00:06:17] to see what you have to say. But if your podcast is a business podcast, right? That mainly you talk about, you know, evergreen principles, right? Same thing over and over, there's a lot of repetition. Yeah. You're probably gonna- I think you have to accept

[00:06:35] that you will get less views, right? It's a smaller niche. The other factor is personalities. Maybe you can bring a guest on, that is huge, right? And you can leverage that for more views than the challenge becomes, okay, well I need to retain the attention

[00:06:52] of these people as well. So do I keep bringing big, you know, guests? And ideally obviously you wanna bring great incredible guests to your podcast. But sometimes it is challenging, especially if maybe you don't have the exposure, right? Because they want something in return.

[00:07:07] Nobody's just gonna come in on your podcast for free. So it is a challenge, right? I think there is some sort of lack of creativity inside of like the podcast content. I do believe that personality is like one of the differentiators,

[00:07:23] like the number one differentiators that you have. And you have to become extremely good at the way you communicate. Because if you truly become a master of communicating ideas, people are going to willing to listen, right? If you are able to answer to somebody else's question

[00:07:44] with a sort of one liner headline followed by a quick story and a proof claims, et cetera. Right? You might be more inclined to get people's attention rather than some people just jump on the podcast and just talk forever. You know, there's no structure to what they're saying.

[00:08:05] So I think that is number one, the differentiator. Now, if you have some sort of creative director or you have the bandwidth to do this yourself, you can enhance podcast content by creating a rhetoric, right? By creating some sort of context around a piece of content.

[00:08:25] Say we just grab the moment that I just mentioned about, hey, you need to learn how to speak on headlines and like bite-sized stories. And then we can clip that and I can create something that creates context, that create more curiosity, open loops

[00:08:42] and transitions into that clip, sharing the lesson. I think that is a way to enhance that podcast content. But again, that takes work. That takes bandwidth, right? You know, not something that people are willing to do, especially people that like to repurpose podcast content.

[00:08:59] The reason they do it is because they don't want to work too much on their content, right? The reason they do the multi-purpose thing is because, oh, I create something in long form and then I already have a whole bunch of other content

[00:09:13] that I can put out there and I don't have to deal with it and I can go and put my focus in something else on my business. Which by the way has its benefits and it really depends on like,

[00:09:22] you know where you're at in that creator journey, right? Yeah. And I think for, you know, we talked about this, a content ecosystem point of view type of deal where you know you have your long form which is the objective is very different than your short form, right?

[00:09:36] And if you wanna leverage your time a little bit more you can maybe go into that multi-purposing aspect but one of the things that I had here as we're talking with this guy this morning was like, well, which ones are the content layers, right?

[00:09:51] Because you could have your main show then you have your clips that create awareness like you keep you in front of it. And I think we've lived that first hand in our industry when we go to live events people are like, oh, I see you guys everywhere

[00:10:02] and I'm like, where do you guys see us? And they're like, oh yeah, on social, I see you clips kind of popping up and maybe they don't consume the entire clip but it keeps you relevant in your industry, right? Yeah, that is an advantage.

[00:10:11] And that has a lot of value because that point of contact then let's say you wanna continue developing that relationship it does really help, you know, we've had cases where they've seen that then we continue the conversation and it turns out to be a really good opportunity

[00:10:23] on the backend for the business. But now also if you want your content to do a lot of the heavy lifting and the work for you as well then we have to put in a little bit more intention of like, okay, what are the actual problems

[00:10:35] that we're solving in what format can we solve this? Is that like a five minute YouTube video with different story lines or different things, right? Or if we're talking, you know, we assume that we have two buckets, right? The entertaining bucket and then the educational bucket.

[00:10:50] Where is this content gonna fit, right? Based on your business probably on the educational side of things. What are the problems that we're trying to solve? What are the questions that we're trying to answer for customers? Is that really the format that's needed?

[00:11:03] Like maybe it's not a podcast episode but maybe is a short one minute clip with visuals walking people through the process, for example, right? So I think like we have to be like very, very aware to what are the formats that we're putting these ideas

[00:11:18] and what are the layers that we can put in based on your own capacity, your production team and your so on. So the reason like this industry is changing so much is because obviously, you know, if clips or short form content

[00:11:33] was not successful, then we would not have the issue of a lot of people trying to create this type of stuff and competing for that. So as a business, like let's say you have a production business, let's say you are a video editor, right?

[00:11:45] Like what are some things that you can add value to it? And over the last like two, three years that's a question that me and Fonsey internally for our company have been trying to ask, right? Like what are the things that we can add value

[00:11:56] to the point that we ended up, you know purchasing a whole other business as a podcast studio because, you know, for a layer of our customer base, it can be a value add to come here and record high quality content, for example, right?

[00:12:07] That, you know, open the whole different stream of income, for example. But again, what are the other things and the new step in that direction for us at least is to make this very incredible offer that is really tied to revenue

[00:12:20] because a lot of people start creating content they have the belief that yes, it's gonna become profit, it's gonna become revenue, right? But as soon as like the content starts flowing out, then there's a disconnect between the content and the profit system or the revenue system

[00:12:34] that they might have in there. And there's a big question mark right in the middle of like how do we actually turn this content into profit? And I think like that's the gap that a lot of like this individual video creators or individual producers of Clippers or whatever

[00:12:50] that can be like very, very inexpensive online. Once you satisfy that itch of, oh, I have my content out. There's the next question today is like how do I actually now connect these clips to the revenue? Right? And that's as a business we need to be making revenue

[00:13:07] to be able to do that. So I highly encourage you guys to, you know, test test your systems out, do a real audit like where are you sitting? Like is this content actually delivering what I want for the business, right?

[00:13:19] All in that views and likes and subscribers or whatever, right? And then from there, start asking, you know, good questions like how can I actually bridge the gap between this content and revenue? You have your book in there. What's going on?

[00:13:32] As we were talking, I got reminded of this quote that I read here in this book. The book is called, Hey Whipple, Squeeze This. It's a copywriting book about advertising. But I think this relates so much to what we're talking about, right?

[00:13:46] And this was said by one of kind of these founders of advertising and using one of the fathers of like creative advertising before everything was like data-led. And, you know, before he came on as an advertiser, the scene of advertising was just putting an image

[00:14:06] in front of the consumer, right? Like it was pretty much, they were pretty much, you know, underestimating the consumer and just saying if we put whatever we put in front of them, they'll consume and then they'll come in and purchase, right? Again, and-

[00:14:21] It was like if you build it, they'll come. Yeah, this was around the 50s. This guy started his agency, I think in the 60s. But again, before that, also there was way less competition. So in the 60s, more companies, right? After, you know, the World War

[00:14:36] and like the US started to, you know, flourish, become economically stronger. There were more companies, more products. And this guy came in and he said, the truth isn't the truth until people believe you. And they can believe you if they don't know what you're saying

[00:14:52] and they can know what you're saying if they don't listen to you. And they won't listen to you if you're not interesting and you won't be interesting unless you say things imaginatively, originally, freshly. All right, and I think that is one,

[00:15:06] like that just relates so much to today, right? Like change the advertising per se on this, you know, in the 50s and 60s for content, right? At first, the first people that came into the game, they got first movers advantage, right?

[00:15:24] Let's say Gary Vee, he was just publishing so much content, you know, a very specific type of content. People started consuming that. Obviously he built a massive audience. Another example of that, it's like when a new platform comes up, the first people that are there,

[00:15:38] yeah, they get the traction. But then eventually all the competition starts coming in, all the noise, right? Contents are looking the same. There's a trend, everybody copies it, right? You want to see videos? And then it's very difficult, right? It's very challenging for you.

[00:15:53] Like wow, like people to raise their hands and consume your video. And I think this quote just illustrates it perfectly, right? You want people to listen to you. People need to believe that you're interesting and for them to believe that you're interesting

[00:16:07] you need to learn how to communicate your ideas in creative ways, right? And creative ways doesn't mean I'm a jump of an airplane and talk about business. You know, a podcast while jumping out of an airplane. Who knows? Maybe that'll be pretty cool. It might catch people's attention.

[00:16:24] But you can save things creatively sitting down in here, right? And you can use some props to help you out or maybe you can like, you know, I'm referring to the very beginning. Or we can ask really good questions. Or we can ask really good questions

[00:16:37] or we can add context after the fact that we do the clip, right? And we can expand on the idea, on the stories. Again, there's many different ways. But most people with their lazy mindset, they don't do that, right?

[00:16:54] And in reality is, all right, I got a long form. You know, here it is just multi-purpose it and slap it out there. Sure, again, it has its purpose. I do agree it has its purpose. Especially there's people that they monetize their podcast

[00:17:09] mostly by their relationship they're building with the guest. So if that is your model, perfect. You're monetizing already. Like your multi-purpose content is second for you, right? It's more like an added benefit at that point where you're kind of reaching a little bit more eyeballs,

[00:17:24] giving value to your guests because you're showing them off to other people. There's definitely tactics, right? And you mentioned, you know, the laziness. And I think like maybe, yes, maybe some people in the market are being lazy, right? Or they think they might be smart.

[00:17:38] But also there's a lot of business owners and people out there that are, maybe that's the model that they can either afford or that's the time that they might have, right? Which we were at that point too, where like we did a time audit

[00:17:50] and it was, hey, we have two hours a week. How can we maximize this one time? I'm gonna challenge that. But hold on, hold on. Fancy challenge. Fancy challenge. But also, like there's tactically things like you say on the leverage side, right? That they can help you.

[00:18:06] Like for example, we had Inna come into the studio, right? She rented a studio from Boston. Amazing. She did a bunch of interviews. We are one of those. And then we interview her in our show and we started like putting the content out there, making her a collaborator

[00:18:18] because we know like on Instagram she is something like that. And she sends a message back. She's like, oh my God guys, I love this. Thank you so much. Like I'm loving the content. I'm sharing it. I'm gonna do that with all my guests.

[00:18:28] I don't do that with all my guests, right? And it's because in that specific platform, that specific tactic, when people accept, it shows in their profile. So that's a point of leverage. Yes, maybe not everybody can do. But like I said, it could be one of those

[00:18:42] like little tactics. What I'm challenging people to do right now is like maybe we're seeing the content map and the strategy like way too close. And it's like, how come we step back like three or four steps and be like, perfect. That is part of it, right?

[00:18:56] Based on your capacity and resources. And those are like individual tactics, but that's not the whole strategy, right? That's just a piece of it. All right, challenge accepted. My challenge is that first, my belief is that people should be trying

[00:19:11] to make their content better every single time, right? Now, if you're somebody with limited bandwidth and you're picking an option just because it allows you to not consume so much of that bandwidth, I would argue is that even the right option, right?

[00:19:28] Because at the end, obviously depending on their goals and we're talking here, we're making goal here profit, right? If they want, if they got very limited bandwidth, I'm going to assume that they're probably in a tighter spot in their business, right? They're probably working a lot

[00:19:44] in side of their business, right? Rather than on their business, they probably have very limited time to market their products, their services. And that's why they probably want to expand their reach and multi-purpose hidden content from a long form does sound very enticing to expand the reach.

[00:20:05] But again, I would argue is that the best way to go about leveraging the bandwidth that you have at the moment, right? I think a good example is how we started. Sure, we were multi-purpose in it at first, but actually what got us better results was the 45 life,

[00:20:25] right? At first 45 life. And then when we started content is profit, the fact that we were live streaming content is profit on Facebook, right? People were watching those and they were seeing those and then they were reaching out to us. So my argument was mostly

[00:20:45] is that the necessary part, right? I just want to invite you listening right now. If you find yourself in that position to think, okay, well, where are my efforts going to have the best yield? Cause at the end of the day, if I place my efforts,

[00:21:01] I might feel like I'm working the hardest. But if it's giving zero results, doesn't really make sense to keep doing that, right? And I mean, the definition of insanity is doing the same thing over and over again, expecting different results, right? So look at your situation.

[00:21:20] Again, I do believe 100% content is profit, right? I think the challenge is to find in which way you can tie your content into profit. For people that are tied on bandwidth, I personally believe 45 life, right? Something intentional where you're tackling a specific problem and then directing people

[00:21:42] to how they can solve it and how you can, you know, help them realize you're the one that can solve them. I think that's an easier option. It might actually take five minutes a day, right? Rather than a full hour podcast a week, you know,

[00:21:56] resource-wise that actually seems a little bit better. All right, so that's just my challenge again. There is definitely a spot for multi-purpose in and clipping, right? There's definitely ways that you can enhance multi-purpose in and clipping. And there's also strategies where regular base,

[00:22:16] what we call TRC, multi-purpose in and clipping actually makes sense as well. But there's not a one size fits all strategy at the end of the day. You need to look rationally at your business and say, what is gonna give me the best yield?

[00:22:31] Yeah, I think you as a business owner, right? Or content creator or entrepreneur, you have to make a decision. It's like, what is my baseline consistency, right? And that might mean a Facebook Live a day. That might mean one episode of podcast a week, right?

[00:22:45] Might mean a podcast episode plus a few clips, right? And that 80-20 rule that we've talked about so many times where 80% of like that is the standard, right? And then that 20% capacity to test new things, right? Like we had this show for the longest time.

[00:23:04] I think they just turned like one year old. And it was just a weekly episode, right? And because of certain reasons, budget limitations and maybe technology limitations, they're a little older guys. They cannot maybe leverage media like they want to leverage, right? So guess what?

[00:23:21] The next step for them was clipping. And guess what? The YouTube channel has grown quite a bit since they did that. And like Fonsi said, is tier C clipping is one clip a day, not super highly edited. It's like, you know, iconic moments in the episode.

[00:23:35] And those are things that a tool with an AI clipper can help you do and give you some data, right? Like and see like what's happening. And then if that becomes your standard, like Fonsi said, going along those lines based on your capacity,

[00:23:48] resources, budget and objective as well. Because you know, if the objective is revenue, but these clips are not driving revenue, then what are we doing? Right? If the objective is direct traffic to the YouTube channel and the goal is to grow that YouTube channel

[00:24:02] because that becomes an asset or whatever, right? Then yes, every week, why can't we do to get better? And that goes from getting better at your message, getting better at asking questions, getting better at maybe portraying polarizing ideas, getting better at, you know, getting better guests, right?

[00:24:19] There are all these things within the podcast environment, but let's say it's not podcast and it's a Facebook live, right? Well, what are elements that within the five minute container of a Facebook live that we can do better? Well, maybe is the environment,

[00:24:31] is the place that I record, maybe is how I synthesize the idea or maybe is how I craft the hook to that five minute video, right? There's so many things that you can do better within one format, right? And I think people are like so,

[00:24:46] one, I think excited to get their content up and running. And also confused because there's so many options, right? And that was us, we spent like three years before we actually launched the podcast and we found the podcast to be our vehicle for consistency, right?

[00:25:03] And then it evolved into something like really cool. So again, try to step back two, three steps and be like, okay, what is the thing based on my capacity to resources budget, right? And with your goal in mind and also your drive, like why are you creating content?

[00:25:16] There's people that create content that might not be attached to a business, but they're super passionate and that's the vehicle for them to help the content itself, right? So there's all these elements. And if you step two or three steps back, then you can maybe look at it

[00:25:31] with a more objective point of view and make better decisions. Nice. Do you have any last thoughts, Fonsi? Nope. Let's get out of here. Let's get out of here. You're falling asleep. I'm just ready. I'm ready to keep doing some work. Here we go. Guys, with that said,

[00:25:48] Hey, hold on. That was weak. Yeah, that was weak. Here we go. Guys, with that said, thank you so much for tuning into the Content Profit podcast. Go ahead and follow the show in your favorite podcasting platform and on social media at the Bees Bros. Co.

[00:26:00] That is running today's episode. Help you move one step closer towards creating better content that is tied to your profit. Please don't forget to share this episode and leave a five-star review. See ya. Bye, guys.