Why Most People Are Failing At Content... Don't Be That Person

[00:00:00] Hey, I'm Luis. And I'm Luis. And you're listening to the Content Is Profit Podcast.

[00:00:07] Hi guys, and welcome back to Content Is Profit. Today, I'm coming with a minute rant. And I had

[00:00:18] two conversations yesterday with a couple of people that we've been dealing with for a long

[00:00:24] time in a good sense. We work together, we work on projects together. And I came to the realization

[00:00:29] that this is maybe why most people fail in the content game. And it's not about your messaging.

[00:00:35] It's not about your creation. It's not about your production levels. It's none of that.

[00:00:40] Because these people have, you know, their messaging is very clear, their creation process.

[00:00:46] One of them is kind of working on it, but the other one has it dialed in. Production level

[00:00:50] is as high as it can get. And we've encountered this bottleneck in a lot of the people that we've

[00:00:57] helped over the last five years. So I want to come in here and maybe share that story

[00:01:00] and help you move the needle forward with your content. Because I am 110% sure that you're

[00:01:08] probably experiencing the same thing we did at the beginning of our story. And once that was unlocked,

[00:01:14] it helped us gather a ton of feedback and move the content, the podcast, everything forward and find

[00:01:21] our voice out there. Right? So, you know, we talked about the six levers, like I said,

[00:01:26] your messaging, right? So let's assume that you know who you're talking to. Let's assume that you

[00:01:31] know what problems are you solving for people online and in your business, right? Then we have

[00:01:36] the creation process, which is, you know, how do you actually record this content? So let's assume

[00:01:41] also that you have that figured out whether that's you're recording a podcast in your podcast studio,

[00:01:46] whether that's on your phone, however you produce that content consistently, right? So you're recording,

[00:01:52] you know, once a week, twice a week, what is your consistently, your consistency commitment?

[00:01:57] Let's assume that you have that under control, right? In our case is we record this podcast twice

[00:02:01] a week, for example, right? Then you have your production kind of figure out. So that could be

[00:02:06] you editing yourself or somebody, a team editing it, or if you work with us, our team editing the content

[00:02:13] that comes out. And then is the dreaded. And what I call that bottleneck is the distribution,

[00:02:22] putting the content out there. And I think like a lot of people take this for granted,

[00:02:26] because when we start thinking about creating content, we think about, you know, what am I

[00:02:32] going to say? Or like, what is the setup going to look like? Or how do I actually edit this thing?

[00:02:38] Or like, what team do I hire to do this? Right. And then if more than likely, if you're tackling this

[00:02:45] yourself, which I know a lot of people on the podcast, um, you know, are super encouraged to

[00:02:50] do their own things. And again, we started there. No shame on that. Amazing. Right. I do feel like,

[00:02:56] I do believe that everybody has to control their own processes. Um, and there's a stage,

[00:03:00] this is the distribution, putting the content out there. Right. So the first conversation that I had,

[00:03:07] it was very eyeopening. It was somebody that, you know, uh, we've worked together for a couple months

[00:03:11] now. They've have a very, very big content output every single week. And, uh, there's a pro,

[00:03:17] there's a party in our service where one, you could be a customer and we just give you the content

[00:03:22] and then do as a company or as a team distributes that content. So we support there as in, we can jump

[00:03:30] on a distribution call, explain the framework. What is the content that we're delivering on a weekly

[00:03:33] basis? And on our side, we assume that you have that under control. The second part of the service

[00:03:38] is we take over organic distribution of the content. We don't run any ads. We don't, you know,

[00:03:43] do any of that. We have different marketing partners to do that, but, uh, we can take that content

[00:03:50] and put it out on the, the, the podcasting platforms, YouTube, uh, rumble, uh, if it's social

[00:03:56] media content on social media and so on. And then your community manager, your social media manager,

[00:04:01] you can take over from there. So there's a gap sometimes between that. And maybe a lot of people

[00:04:05] are not allocating resources to do that, whether that's your own time to distribute this content,

[00:04:10] which by the way, a good example could be a one podcast episode. And let's say six clips a week

[00:04:15] that takes about two hours to put out there, writing the captions and so on. So my encourage

[00:04:20] is pay special attention. If you feel like you're not posting enough, or if you have content,

[00:04:26] and sometimes that's going to stop you from creating more content because I produce this,

[00:04:31] I haven't put it out there into the world. I'm not going to create more. So then the circle breaks

[00:04:36] and we don't receive feedback and we don't get better as creators. So pay special attention to

[00:04:41] putting the content out there, right? So this person has massive volume. We're delivering all

[00:04:46] the content. And on the conversation that we had with them on a weekly check-ins, we find out that

[00:04:51] out of 70 videos that have been delivered, only two has been out there. And the reason I discovered

[00:04:56] this is because the initial feedback was like, Hey, my content is not performing how I need it to

[00:05:03] perform, for example. And this is not just specific to him. It could happen to any of us,

[00:05:08] or maybe we have an idea on how that content is going to perform when we put it out there,

[00:05:12] but it doesn't. Right. And then my question is like, okay, perfect. What's the baseline data?

[00:05:16] Like how many pieces of content have we published? What is the average of the metric that

[00:05:21] you want to measure? Um, and there was no answer is because the content hasn't been out there.

[00:05:26] So as a first step is we need to establish that baseline. So if you know, whether it's a YouTube

[00:05:31] content, whether that's podcast episodes, social media content, establish your baseline distribution.

[00:05:37] I want to do this. I want to put it out into the world once a week, twice a week, three times a week,

[00:05:42] daily, three times a day. It doesn't matter to me, but make that commitment and stick to that

[00:05:47] and build the resources to be able to do that. So that's even you, if that's you distributing the

[00:05:53] content, there's tools out there. We use one called Metrical for social media content is amazing.

[00:05:58] Um, do you have Buzzsprout that puts your podcast episode in all the audio platforms? So there's ways

[00:06:04] to make this process a lot faster, but just make sure that you put a process in place to be able

[00:06:09] to do this. If it's not you, you can hire a virtual assistant that, you know, prices for that range

[00:06:15] anywhere from like $3 to $10 an hour up to you, who you decide to do that. It could be an intern.

[00:06:20] It could be your son, your daughter, like who is going to put that content out into the world

[00:06:27] and establish a consistent framework. We'll be like, okay, every single day of the week. Again, if this

[00:06:31] is, this is, if you don't have a process every single day of the week for social media content, we're

[00:06:36] going to put a piece of content at 9am for the rest of the month, for example, and you stick to that.

[00:06:42] And then you're going to get these numbers that are going to be a baseline where you can start then

[00:06:46] testing things like, you know, changing the type of video that you're creating or changing the,

[00:06:53] uh, not only the type of video that you're creating, but also the style, or maybe making a little

[00:06:58] shorter, test something longer. I'll give you an example. We have the football show. We published

[00:07:02] a 20 minute episode. It did X amount of downloads on TikTok, for example. And then we tested a six

[00:07:08] minute segment, which did significantly more than those. And we're like, well, that's an interesting

[00:07:14] concept. Can we do more of these segments? And can we afford to do that with a team or with

[00:07:19] ourselves or so on? And you can start testing and see how you can reach more people. So the second

[00:07:24] story is very similar, but this person is creating content from his own phone, right? He's creating his

[00:07:30] own framework and he's trying different things like podcasting, talking head videos, uh, almost like

[00:07:35] a day, the, you know, day with me type of concept. Let's go train together type of concept. And, uh,

[00:07:44] he's been creating, but then there was a stage where he didn't publish. So he didn't get any

[00:07:48] feedback. And then last week was the first time that he was able to publish every single day of

[00:07:51] the week. And he got very positive feedback from two of the videos. And from that very positive feedback,

[00:07:58] he then, one of those was really hard to make it like you will be taking a lot of time out of his

[00:08:04] day to be able to do that. So to do that consistently was really hard. And then the other of positive feedback

[00:08:09] was he actually enjoyed the process of making that style video. So from the two outliers that perform

[00:08:15] really well because he collected data over a week, he then decided, okay, I'm going to double down in the

[00:08:21] one that I actually enjoy and have capacity to create. So once you receive that feedback, you can go and adapt

[00:08:28] and you can do these things. Right. So another example with like podcast episodes and clips,

[00:08:33] for example. So in our specific case, we have a consistent cadence that is podcast episodes

[00:08:39] distributed, uh, uh, Tuesdays and Thursdays. And then we have clips almost daily going out every

[00:08:45] single day. That's our baseline, right? So let's say we have an average of X amount of downloads

[00:08:50] every single week or every single month. If we want to try a new piece of content or a new style of

[00:08:55] content, then we can go and create that initial, what we call a prototype. And then we can put it

[00:09:01] on the feed and see what happens. Right. And we'd like, okay, we're going to create one of these

[00:09:05] one, one a week for the next month. And we commit to that. We created, we produce it, we distributed,

[00:09:11] and then we see what happens. And then you compare both average and be like, okay,

[00:09:15] these clips took X amount of resources to create money, time, team, whatever those resources are.

[00:09:20] And then the second style video took X amount of resources to make. We really enjoy doing it.

[00:09:26] It's something that we see ourselves doing a long time. Okay, perfect. Which one performed better?

[00:09:30] And then once you get that data, then you can go ahead and start introducing the new style

[00:09:35] to do something. So, uh, what it kind of boils my blood is trying to make decisions, um, on,

[00:09:42] on that side, just because I feel like it. And again, if you're doing it, you do your thing,

[00:09:48] but I feel like going off of the data, uh, it might be a little bit better for the audience

[00:09:55] and the people that you're serving online. So that's my rant. I just want to come in here

[00:09:59] and share a little bit of that lesson. Do not neglect distribution. Please pay attention to that.

[00:10:06] A lot of people focus on the production and how it's going to look like and how I'm going to edit

[00:10:09] this. And then when it comes down to distributing that content, there's a big, big bottleneck because

[00:10:15] we don't account for that. So, uh, let this be my warning. I love you. And I hope this is helpful.

[00:10:21] Please let me know if episodes like these are helpful and, uh, we'll see you on the next one.

[00:10:25] Take care. Bye-bye.