107. Using Your Content Superpower to Create Content that Resonates

00:00:00
OMG, we have something so exciting to be talking about today. We're going to go deep into two of the six video profit levers that Luis Camejo from the visit bros was talking to us about last week in last week's episode. So if you did not catch that, go and watch that right now because it outlines, literally the six video profit leavers. That is, these are the levers that you need to, a, know about and then b, pull. Yeah.

00:00:27
You pull a lever to pull to actually make money from your content. Okay. This is the, when we talk about winning the content game, like, this is the end result that we want for each and every one of you, and us as well. We're creating content, not because, I mean, yeah, we might love creating content. Yeah.

00:00:46
And if you saw Bona's face, if you're watching this on YouTube, then you'll know that that was questionable. May is the word. You may love creating content. Or, you know, some of us start really enjoying it and then after a while it's like, gosh, how do we keep coming up with new content? How do we.

00:01:04
It feels like a chore. It does start to feel like a chore. So, you know, so, yeah, we start. It's a labour of love, let's just say, which means that we want this labour of love to actually create results for us. And what that means is obviously because I felt like you missed the opportunity to say to birth results.

00:01:23
I thought that's where you were going. I had my smile ready and you said something like, produce. Great. Yeah, but you're right, I should have said birth. I apologize.

00:01:32
Let's rewind from this labor of love.

00:01:36
We want a birth results. Is that. Yeah. Okay, good. We want a birth results.

00:01:41
And that, for us entrepreneurs, is getting visibility, getting leads from that visibility, and then getting clients, which means money. Yes. Right. Like, that's how we always think about it. Is our content able to get us visible, get us leads, get us clients?

00:02:00
That's what we're talking about. And so in last week's episode, Luis went through, literally the six levers and he went deep into two of them. So what we, what we're going to do in today's episode is we're going to talk about how we are implementing those two levers that he went deep into. And in next week's episode, we're going to go, we're going to get Louise back on and he's going to go into the rest of the four profit leavers. So this is super exciting.

00:02:25
If you didn't know my name is Deirdre Tshien. I'm the Sierra and co founder of capture, and I have with me my. I don't even know how to describe you anymore. My. What do you mean anymore?

00:02:36
Have things changed? Are we having a live breakup or my better? You're not really. You're like, my better. Really my better half.

00:02:46
But, like, not in the really. Not in the better kind of way. Definitely not in the romantic sense. I feel like people sometimes get that confused. They might.

00:02:56
They may think that we're. Anyway, we won't get. There might be something going on there, and we never correct them. So it's not us. It's a lot of fun to not correct people.

00:03:05
Anyway, Bonna is here with me. You are my co founder? I am, yes. With cap show and really the main implementer, which is why these episodes, it's really good to have Bonner on because she's actually, like, doing it. She's actually playing the game, and she's playing it with you, alongside with you.

00:03:21
So this is really cool. All right, so let's get into the first two profit levers that Louise was talking about in last week's episode. So the first is all about what to say. Okay, so this is, like a lot of us, if we love creating content, we probably don't have too much of an issue with this part. Right?

00:03:37
We just turn the mic on and we just start talking. And sometimes we say things like birthday. I don't say we miss the opportunity to say, that is right. That is right. Yeah.

00:03:51
But for some others of us, and I know I've definitely personally gone through this, where at one point, I love creating content, and then it just started. I just got. Actually, we spoke about this late last year as part of the Grandma podcast show, where there was just this period of time where I felt creatively tapped out. Yes. And I just.

00:04:15
If I turn the mic on, I just had no idea what to talk about. And so I think knowing the principles of this part of this first lever, that is what to say is actually really important, regardless of where you are in your journey, whether you're still loving content or whether you're not. Because if you're still. If you're still loving content, awesome. But there may come a time, a point, just like I went through, where you're kind of feeling a little bit of loss as to what it is that you want to talk about and what it is that your audience actually wants to hear from you.

00:04:44
And I love that this is actually the first one, because when Louise first sort of had mentioned the idea of profit leavers. It's so easy to sort of not, I mean, not think about content creator or the creation part of it as a profit leaver. Maybe that's just myself, but it's not thinking about all the conversion sides of it. But really, this is where it starts and this is where it needs to. You have to remember that the first step kind of has to set everything up in a way that you can actually, you know, do what it needs.

00:05:09
It can actually do what it needs to do. Yeah, for sure. Which is why some of the questions or some of the ideas that Luis was throwing around in last week's episode, you know, it's like, what is that one solution you're actually providing with each piece of content? It's actually really important to think about because a lot of times I know that I don't think about, oh, like, what is for this one episode? What is it that we want our audience to go away and be able to grab hold of or implement, or at least just even change or challenge them to think about things differently.

00:05:43
That's a really good frame, actually. Yeah. It doesn't always have to be something they can do. It's almost like, how do they think about something differently as well? That's a really good point.

00:05:49
Yeah. And also, you know, what is the style? I think a lot of us, you know, we go down there, we can go down the education path. But I think more and more we're doing actually both education and entertainment. Like, I would hazard guess that everyone listening to this, watching this, you're probably doing both, to be honest, because let's be completely honest, if you're not entertaining someone, even if you're educating them, I don't think people are gonna stick around very long.

00:06:14
I agree. Cause especially with attention spans. Yes. Yeah, yeah, for sure. Okay, so what we wanna do is we wanna overlay how we think about content creation to this particular lever that Louise was talking about.

00:06:28
And for anyone who watched Facebook live, that I did, gosh. A few weeks ago, I spoke about the three content superpowers. Let's call it the three humane, as in human with an AI. Get it? Humane.

00:06:43
We'll type it out as well for YouTube so you can see it. The three humane content superpowers. And I think this is really important because depending on when, you know, there's so much power in clarity, right. And when you have clarity in your approach to and your superpower, like, actually what it is that you're good at in terms of how you approach content. It makes this part, like the what to say part so much easier.

00:07:09
So we're gonna step through the three content superpowers. And by the way, we will leave in the show notes really short and fun quiz that you can do to work out which superpower you have if you're unsure. And some people have done the quiz and been surprised by their results also, because I don't think they're thinking about it in this way. So I really, really want to encourage you. We're going to lay out the three and then kind of how, depending on which superpower you have, how you actually think about, approach the content that you're going to create.

00:07:36
That is what to say. Is that cool? Yes. Sounds great. All right.

00:07:39
Awesome. So I'm going to start with the expert. Let's start with the expert. Yeah. Actually, a lot of people who did the quiz got expert as their result.

00:07:48
And the expert is kind of self explanatory. You're the one who is sharing your expertise, your knowledge, your stories, and this the expert, I feel sometimes, sometimes when they are creating, especially a podcast, I would say, because we get so, we're so like, what do I say? How do I say this? Like, it's so typical. I guess it's more typical, I should say that a lot of podcasts are guest podcasts.

00:08:17
I see. Yep. Yep. The format is more such that you bring on guests. Yeah.

00:08:21
And what if you are the expert and you vibe as being the expert? Then I would highly, highly encourage that you start to move away from having a guest podcast or interview podcast, I should say. Not to say that you don't have to have any interviews at all. But if you are the expert, you really want your expertise to shine. And I know that some people, they get guests on and they do the interview and it's their way, then they kind of like, cut in and.

00:08:50
Cause they want the. And I'm just gonna say, like, those are really, really uncomfortable to listen to and even to be part of. Cause I've been part of some podcast. I've been a guest on some of those podcasts where, you know, the interviewer is like kind of trying to jump in to get their expertise across. And it's.

00:09:04
It's just, it's not really a great experience. Experience for anyone involved, including the listener, which is why. Yeah, exactly. Which is why I would really encourage you, like, if you are the expert, to think about just creating your own content for your, whatever it is, a podcast, YouTube channel, you know, where it's just you, where it's just you sharing your expertise now. How do you come up with what to say when you're an expert?

00:09:26
So Louise had some really, really great examples of things that he thinks about, things like, you know, what are some outlier topics? And when he says outlier, this means topics that in some way you have tested and really, really resonates. Okay. So he mentioned again, like doing reels and clips and shorts and things like that, based like very, very specific on very specific, like deep topics, I guess, like, you know, where you go deep into something and then if those reels or that content does really well, then it's like, you know, okay, that's something that I should talk more about. Yes.

00:10:01
I think another way of identifying those as well is if you're not huge on social, which a lot of you should be, but, you know, I guess doing more of this listening post, which is a really great way to do it. But it's also like if you have an email list where you're getting the most replies or engagement from people, or if you're doing things like virtual summits or presentations, which are almost like the, when you get feedback or questions, when people say, oh, when you said this, this was really, you know, can you tell me a little bit more about that? Or so kind of testing it in all different aspects, I think, and just noting those down because we don't do that very well, we remember at the time, and then we don't do anything with it. Like, hang on, that's a whole idea for maybe a series, even a content series. That is so true.

00:10:38
And just to tie it back to, you know, last month on win the content game, we actually had Katie Brinkley on talking about social media and when she spoke about the awareness post and, you know, for example, you're doing polls on LinkedIn, maybe even on Instagram, you're kind of doing a call out on Facebook. Like that is actually really, really great way to figure out what some outlier topics are because you might be surprised. You ask a poll, you think that you have a hypothesis about what the majority of people, how they're going to respond to that. And you may be surprised. And it's like, hey, great, this is actually good content for something else that you create.

00:11:15
And it works the other way, too. I think if you do enough of these regularly enough, you'll start to see the ones that don't perform as well. And you're like, well, I guess that whole series or that whole campaign I had based around that, maybe I'll park that for now, because it's actually this that should be focusing on. And that's really, that's also you kind of avoiding work that you otherwise would have put a lot of effort into. Firstly.

00:11:33
And then secondly, you don't get the results. You don't birth the results. The labor's been for nothing. And then you can kind of start to resent creation. Right.

00:11:38
Yeah. That's the other part to think about as well. Yeah. Be more intelligent. And the great thing about, like, even like approaching looking at the way that you engage with your audience in all facets.

00:11:49
So whether that's on like a reel through social media, whether that's through email, whether that's through polls on social media, like, literally in any way that is going to inform not only your content, but I would actually say what it is that you sell and what it is that you offer. Yes. Because an example, even that we were talking about this morning was like, I, you know, we've done a few challenges on different topics. You know, we did one with Katie last year on social media. We did a LinkedIn challenge.

00:12:16
We did an email challenge. We're about to do an SEO challenge. And it's really, really interesting to see what the registration rates look like and therefore what it is that people actually want to know more about. And for us here at Cap show, I don't know when this, the timing of this be, but I would have to guess that we are close to, if not have just launched Cap show next gen as part of Cap show club. Yes.

00:12:41
So we completely rebuilt. We'll have to do a separate episode on this. We have to, I think we'll do at least one. Yeah, maybe more than one. So maybe in a couple weeks time we'll do an episode specifically on this whole, this whole rebuild of cap show.

00:12:53
Like why, what? Like all of the things. We'll break it down. Make that three episodes, actually. Three part series.

00:13:00
Yeah. And what's really interesting is that given the demand, I guess for a demand, the demand. Demand, whatever you feel more comfortable saying in the moment. Right. For each of these channels, like a specific topic, it's actually what drove us to, with our roadmap for capture next gen around what it is that we're going to drop and when.

00:13:23
So I think that the core here is how do you listen to your audience for all facets of your business, but especially for your content. Right. If you're an expert, look for outlier topics. That is, the ones that people are like, oh, my gosh, I want more of this. I want to hear you.

00:13:38
I want to hear you talk more about this stuff. Another example that Louise gave was like polarizing topics, which for us, and he very nicely gave an example specifically for us here at Cap show. But it is views on AI because I do have, and I know that there are some, and I've got friends. This is a little bit awkward, but I have friends who are building solutions with AI that I don't necessarily agree with. And it, you know, it's fine.

00:14:04
We're still friends, but like, it just makes it a little bit more awkward because my views on AI is very different and can be polarized. Yeah. In that way, you know, so I think that that would be a good topic for me, definitely, as I lean more and more into the expert content superpower for me to talk about more. I think a couple of things there. I think it's the whole thing about not that Louise spoke about was also not to be afraid of polarizing topic because you're not trying to be contrarian just for the sake of it, and you're not trying to be a polarizing person.

00:14:34
You just have a different viewpoint. And I think, like, we all know the sign of an involved community and involved group of people is that they can entertain different views and you don't have to walk away with the exact same view. But I think we do also have to be, especially with topics like AI, have to be very concerned about living in an echo chamber. So in the same way that if you do have a polarizing view on something, it's about bringing it into the conversation so that you can also entertain another potentially different and polarizing of you as well, to, to make even more of an expert. Yes.

00:15:01
Because then I think that that makes your point of view stronger anyway. Yeah. And the other thing that you mentioned as well, and when you do this quiz that we'll leave in the show notes, please, you'll figure this out as well. You can be a blend of the different content superpowers as well. So I would definitely say that you're a bit of a blend, although you have a very strong lens on one of them.

00:15:17
You know, stay tuned to find out what that is. But, you know, like, we are multidimensional, so we have these different, again, like within that also different sides that we can emphasize and really bring to the content creation process as well. Yeah, for sure. Well, why don't we go into that? The one that I predominantly am, the type of superpower that I have, which is we call it the curator, and the curator really is where you, I get juiced by finding, like, by discovering, you know, really cool people who have such a deep expertise in something as part of an overall framework that I can see that my audience just needs to know and needs to learn.

00:15:57
And the cool thing about being a curator is like, I don't know, it's a lot of fun because you get to meet all these different people, and I'm such a nerd about the things that I love. And it's so cool to meet other nerds, other nerds that really love what it is that they do, and it's so much fun. And so the way that I approach it, if we talk about, if you're a curator, and this is where definitely, you know, you can have, it makes sense to have maybe more of an interview based podcast or YouTube channel, is that you really want to almost curate the topics first. You know? So for me, I put a lot of thought into the frameworks.

00:16:33
So scale sandwich, for example, you know, if anyone did that ten part email, you know, lesson with, with us, where we actually stepped through each of the part of the scale sandwich. And what was really cool was that at capshovians live, which was our live event we had in Orlando in January, it was all about this framework, and each of the speakers actually spoke to one specific component of that framework. And the feedback from everyone about how that the agenda was set up, how the whole event was set up was so mind blowingly amazing because, I mean, I did put a lot of work into curating the right people to come and talk about the things that I know will actually get results, the right people. And to your point, because you thought about the topics first, sort of the order in which they would speak and how one would flow into the next, even though they didn't realize that was happening. Yes, there's a lot of power in that.

00:17:26
Yeah, for sure. And the great thing about, so basically, in short, if you are a curator, you really want to come up with the topics first, and then you find your guests. Right? Like, again, a lot of us, because I've fallen into that trap as a podcaster. We just get anyone on and we're like, hey, what do you want to talk about?

00:17:43
Let's just talk about that. And it's like, well, no, let's have a little bit more empathy for our audience. Let's actually take them through a framework in a way that makes sense to them and that is actually valuable for them and come up with the topics first and then find your guests. And so an example for that, and it's not specific to this podcast, but at Capsho and Saif, I had Damon burden talk about SEO, the thing that he just absolutely nerds out on. Like, literally nerds out on.

00:18:10
He knows a lot about SEO. Yes. And one of the things that came out time and time again when we were talking to Capchevians who were at the event, and we were like, okay, well, what's one thing that just really blew your mind or that you really got so much value out of? And they, like, so many people, I don't. I can't even.

00:18:27
I've lost count. So many people were like, when Damon talked about schema and they were like, schema, schema, schema. Like, Damon, Damon, Damon. Schema, schema, schema. Exactly.

00:18:35
So I was like, oh, my gosh. Okay, well, we're going to have to go deeper into this. So then I was like, hey, Damon, let's do a masterclass dedicated just to schema. And so we did that. We did that on YouTube, you know, a couple weeks ago.

00:18:48
And so we'll leave the, we'll leave the link to in the show notes for that as well. So if you missed out on that, like, he went deep, but not like in a technical, confusing way. It was in such a. It was like, seriously, even I was following it and I'm like, I get so overwhelmed by SEO and all the technicalities. It was so good.

00:19:06
Yeah. And I think most people were like, I can't believe I didn't do this sooner. I'm going to do this straight away. Yeah. It will actually get you results, like, immediately.

00:19:12
So we'll leave the masterclass, the link to the masterclass in the show notes as well. It's completely free. That content idea, that is what to say came off the back of again, listening to our audience coming up, I'd already sort of knew that SEO was an area that we need to lean into as a community. And so I just, I brought someone on. I created someone who was amazing, who knows his stuff.

00:19:36
And then off the back of that, it was like, oh, this piece. This is the thing. Okay, let's do a dedicated masterclass. Yep. And now off the back of that, we're actually going to do a challenge because I also, you know, when I was talking to Damon, I was like, well, how do we help people bridge the gap between, like, oh, I heard of SEO, like, three letters.

00:19:54
It means something to schema. Like, there's this whole gap in there of how to actually set up your website, how to set up your content. How to all the things. And so we actually are doing. We did a five day challenge.

00:20:08
So again, I guess we'll do replays of them at some point. Yeah, so we'll leave the link to that as well. But it's literally a five day SEO challenge that, where he just goes, this is what you do, and then this and then this, and then just do it. And then you'll get. You'll have yourself set up to actually get discovered on the search engines.

00:20:25
It's so cool. All right, so that's kind of like, you know, this is why I love being a curator, because it's like, oh, I get really juiced on just, like, bringing. Finding really cool people, giving them the platform on the stage to actually get in front of, you know, my audience, my community, and then doing even more with them, because then my, you know, you tell me that, hey, this was awesome. I want to learn more about this thing. I can be like, okay, cool, let's do that.

00:20:52
Let's actually create more visibility for this person. So I love it. I love being a curator. Yeah, yeah. And the great thing is that when you approach it this way, you actually de risk the effort that you put into it, and it gives you a hook because you can be like, well, everyone was talking about this schema thing, so.

00:21:11
And this is why it's so important, so we're gonna do something about it. And I think that's the other, when you said that, I think the other benefit to that, especially with being a curator, is that if you have a guest that you're like, to your point, you're discovering these gems, people who are amazing, and you're like, more people should know this person. Sometimes it's a little bit hard to say, market a session or even an episode or a YouTube video off of the person because they might not know who the person is. They don't have the relationship yet, but the topic gives you the hook, and then they fall in love with the person, and then you can continue to do a lot more for your community and also, to your point, give that person and the visibility that they've always deserved as well. So that's a really good, I think, way in which to do it.

00:21:47
Yeah, for sure. Okay, let's get into the third type of content superpower. Because, you know, I have something about being about completeness. I'm like, I need to. Need to make sure this is complete.

00:21:57
Okay, so the third one is then the investigator. All right, so the investigator. This is the lens I would put onto this. And I am not good at this. I don't have this superpower, I would say.

00:22:07
And I really, really, I really admire people who do have this superpower because the investigators really almost like, no matter who you have as a guest, they can make the content so compelling and so good for the audience because of the way that, because of, I guess, the effort they put in upfront to research that person, the effort they put in to think about. Okay, well, for my audience, what are the really potent things, really specific things that they're going to care about, as in my audience is going to care about, about this person. And they go, they take their guests to places that they've probably never ventured before, you know, on an interview. And so it's a very specific type of superpower, but so amazing when, if you have this one, so powerful. Yeah, it is so powerful.

00:22:54
So for the investigator, like, really your starting point in terms of, like, what to say is really about, okay, who is your guest? And then in terms of research, listen to other podcasts or interviews that they've done, see what content they've put out there, even if it's for themselves. And how do you bring another perspective to all of that that just has not been raised before? I think I was speaking to someone before. He is an investigator, and one of the things that he thinks about always when he listens to an interview is like, oh, I wish that the interviewer had asked this question at this point.

00:23:31
So he, like, when he, when he does that research and he listens to it, then he just banks up these questions of like, oh, I wish we'd gone there instead. Yes. Rather than the interviewer then taking it into another path, or, that's really great. That's a really great tip. One thing that's really important for investigators, from what I've noticed as well, is that even if you're to your point, you know, you kind of should be able to speak to anyone.

00:23:52
Cause that's your skill set. Having a really strong premise for your content's really important because then that could almost be the way that I think you filter the guests out. One podcaster does it quite well, is the whole premise is around the guest being a friend of a friend. Oh, yeah, that's cool. So, yeah, so it's, the content itself is a lot broader, but because that's almost like, and then the listener feels like they're listening to people with mutual friends, and it could be the first time the host has met the guest they could have met before, but then it just kind of brings that personal angle to it and almost gives her permission not to ask invasive questions, but different kinds of questions.

00:24:28
I think having that sort of almost like a mental premise in your head is another way. I think that you can kind of, you know, either also set up the show, but also take a different line of questioning, which I thought was cool. Awesome. Yeah, that's. Okay.

00:24:40
So, again, that is not my superpower. That never would have, you know, come to put it across my mind. Yeah, that's pretty clever. Exactly. Yeah.

00:24:46
But. Okay, so I really. I hope that this helps in terms of, like, you know, when Louise talks about. You've got to really know what to say, because I want to get away from, like, I've been on podcasts, so I know I keep, like, I'm trying to think about the best way to say this. I've been on podcasts as a guest myself, where I know that the interviewer doesn't really care.

00:25:08
I'm just gonna. And it's not that they don't. It's not even that they don't care about me as a guest, but they actually aren't caring about their audience. And I get that there are some podcasts out there that the whole strategy is, you know, you get a guest on and you're trying to sell the guest your thing, like your service or your, you know. So I know that that's a whole different.

00:25:24
Another strategy. And therefore, you don't care about what about your audience, let's be honest. But for a lot of us entrepreneurs who are creating content and we're trying to actually monetize our content in a way where we're building an audience to monetize, rather than we're just monetizing our content through, like, selling to our guests and. Oh, sorry. Yes, yes.

00:25:41
Yeah. Your example. Yeah, yeah. Then we. We want to care about our audience, right?

00:25:46
And so I really. And if we're gonna care about audience, like, it starts here in terms of understanding what your superpower is and then leaning into it in a way that actually brings value to your audience. Right. Like, not to you, not to anyone else, like, literally to your audience. Because when you can do that, when you can bring value to your audience, that is when they want to pay you.

00:26:07
Let's be honest, right? Because no one's gonna pay totally if they're not getting value totally. As they shouldn't. Yeah, exactly. So this is where it starts.

00:26:15
Like, figuring out what to say is actually where making money from your content starts. It's actually where winning the content game starts. Okay. So I'm actually really, really passionate about this more and more because I know that there are a lot of people out there who aren't creating great content. Not that it's for me to judge.

00:26:32
It's more for your audience to judge. Yep. Right. And you're making it very you centric. And when I say you centric, I don't mean you as an expert, I mean you as a content creator.

00:26:44
Does that make sense? Yeah. Okay. Okay, good. How's the completeness brain going?

00:26:49
Yeah, I think it's good. Let's. I think we're almost at time, but. Okay, so I just. My completeness needs to talk about the second lever.

00:26:57
That was the one mini completion of the three content superpowers. Yep. And then the next completion is like, we need to talk about creation. So we talked about what to say. Now, the second lever that Louise talked about is creation.

00:27:09
And I just want to talk. I just want to touch on the one thing, and that's really about almost the platforms. Cause I know that he mentioned, like, part of creation is knowing what platforms you're gonna be on. And so we won't go into this in a lot of detail because, by the way, you can listen to players only. We'll leave the link to the show notes where Bonna and Ash, my, actually, my significant other better half.

00:27:31
Actually, I'm the better half. You heard it here. Yeah. You heard it a lot. Yeah.

00:27:34
Firstly, she's the better half, and he's actually her significant other, not me, but also our co founder. So Bono and Ash actually, on players only go really like, they actually talk about the behind the scenes of how it is that we here at cap show are creating content and actually playing the content game. Hence why it's called players only. Get it. Yes, because we're playing and winning the content game.

00:27:56
Okay. We're doing it with you. So I want to talk about the. When we talk about creation, because for 2024, the one platform that we've really decided to lean into, and I think a lot of entrepreneurs and creators are leaning into, is YouTube. And so I just want to talk a little bit about what it's taken us so far to, like, get onto the platform and almost like.

00:28:18
And when I say taken, I don't mean just from like, a technical hours perspective, because there is, like a time part to it, but almost the mental focus that it's required if you listen to the episode. I forgot. I think it's 99 or 100. Where was actually a replay of my talk from capture games live 99. Thank you.

00:28:37
I spoke so much about focus and you'll see, especially if you listen to players only, like, how important focus is when it comes to actually implementing. And not just implementing in the sense of like, oh, yay. I have a channel now that's visible on YouTube, but actually, like implementing something that is working, that's actually getting results. Because remember, we're playing and we're winning the content game. We're here to win.

00:29:01
We're not just here to like, I don't know, run onto the field and then say that we kicked a ball and then run off it, pulled a hamstring. Yeah, like, that's not what we're here to do. Right. Like this is, this is the long game that we're playing. So let's, let's talk a little bit, let's touch a little bit on that.

00:29:16
But I know that you and Ash will go deeper into players only. Yeah. And then YouTube does, obviously, you know, it's one of the, like we talked about SEO, YouTube, all of these things do take time. It's not about sort of just publishing for a sporadic period of time. And so, you know, we're still very early in the, in the journey, which, you know, but I think we've set ourselves up to do this a the right way and then do it for a very long time and then working.

00:29:37
I think the definition of working is going to go from like kind of being really consistent, you know, experimenting with a ton of things and then having a baseline and then going, oh, we know this is a baseline for when we just, you know, don't put a lot of effort in and what can we change? What are the different now levers in that ecosystem that we can pull? So really it's taken a lot for us to look at our overall content marketing, like what we're doing with social media. Cause, you know, obviously it's a limited number of people, number of resources who are all doing these things. So to really create the right amount of time and space between yourself, between myself and ash, to have it as a thing on our plates that we're doing, not just something that, you know, we've just asked the team to do and say it'll do for us to just be on YouTube.

00:30:16
Yes. Working with JP, obviously. Now, again, you know, an expert that you've curated and taking his very, very intimate knowledge of the YouTube algorithm, like not just the platform as a whole, but how the algorithm works and how YouTube as a product works and really going, oh, okay, these are the things that are actually gonna move the dial versus what I thought or the 27 things I thought needed to be done. And I was like, we're not ready for YouTube because nobody has time for that. It's actually, like, these three things, for example.

00:30:43
And we go into that in players only. But I think that has been the biggest shift. And then knowing that, we're like, oh, okay. Based now on those rules that we understand a little bit better. Like, the YouTube rules now, the YouTube content rules, like, we can.

00:30:56
This is what we can do. Yes. And now let's do that on a consistent basis from a creation perspective. Like, what we're doing now, obviously, editing, getting all the items ready, and then the amplification on the platform as well. So that's what's super exciting.

00:31:08
But you have to watch players only for the details. All right. Okay. So that's, you know, when we talk about creation, you know, the things that Louise talked about was like, how do you actually like creating? You know, is it writing?

00:31:18
Is it on video? Is it just audio? What are your high energy moments? You know, for us, it's definitely like, let's get it done when, like, we're recording this literally in the morning, because I'm like, I think by the end of the day, we're just fried. Yeah.

00:31:31
After lunchtime is just not good time to record. Exactly. You know, what platforms are you creating on, and how do you lessen the education gap on it? And that's exactly what we're talking about, you know. Right.

00:31:40
Like, you know, we. Podcasting is kind of something that we've been doing for the last, gosh, three, four years now, really. Right. And so now it's like, okay, 2024 is going to be the YouTube year where we, like, we have to learn about this platform. We have to, as Louise says, like, lessen that education gap so that we can actually have it working for us.

00:32:00
And then he also talked about the framework for creating, which goes and starts to go into, like, processing systems and stuff, which I think he'll go deeper into next episode as well. But that's the two levers. It's, you know, what to say, which I know we spent a lot of time on, but that's by design. Because, by the way, as well, like, with capture, I always say it's like garbage in, garbage out. You know, like, the tool is only as good as what you put into it.

00:32:22
If you're creating garbage, rubbish content and putting that. Yeah, putting that into capture, you know, you're gonna get trash.

00:32:33
This is for the Americans in the audience when we say rubbish. Rubbish. Yeah, rubbish out. Okay. So really, really have a think.

00:32:41
And I'd love to hear from you, by the way. So again, in the show notes, we'll put a way that you can contact us about this episode. I would love to hear, or even comment below if you're watching this on YouTube. I would love to hear a, what content superpower it is that you have, and b, given that, do you have to actually change or maybe like transition the way that you are currently creating content now so that it actually serves your audience according to your superpower? I'd love to hear that because, I mean, gosh, I'd love to share those stories, to be honest.

00:33:13
So that's like, what to say. And then the second thing is about creation is like, where are you creating? Where are you creating? Where do you want to create? And what does that gap actually look like for you?

00:33:24
Because, oh, I can tell you, like, for us, even learning YouTube, like, it's going to be, I would say a good, like it's multi month if not multi year process for us. Yep. You know, like no one can grow, suddenly grow a channel or a podcast or whatever it is a, overnight, but b, without actually putting the time and effort into learning it and actually making it work for them. So that's kind of the commitment that we had to the decision that we had to make, given that those factors and the commitment that we had to make based on the decision. So what's your commitment?

00:33:56
What's the decision that you're making around what platforms you're going to be on and whether or not there is going to be an education gap for you on that. So let us know. Comment below. If you're on YouTube, if you're listening to this on audio, then there is going to be a link in the show notes for you to, I guess, voice memories. Yeah, send a voice message.

00:34:14
Yeah, we'd love to play some on this podcast. So that's it. That's the two profit levers that we went into. Next week, we're gonna go deep into the last four. That is going to make you money.

00:34:26
So definitely join us for that. My name's Deirdre Tshien. I'm Bona Rai. And stay intelligently lazy.