Stop Posting Random Content | Social Media Strategy That Actually Converts | PRODUCED

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all right everyone hello and welcome to this is our second ever podcast in our brand new studio in the studio that is the lisa bean show we landed on that name chris we think so yeah we're not sure
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Chris is behind the camera.
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He set everything up today.
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So this is the new studio.
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This is our brand new format.
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And I feel very excited that we're doing it.
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But it also really feels like a vibrational uplift, which I'm going to explain.
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I'm going to come back to.
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But in today's episode, it's a solo podcast.
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And I'm going to talk to you about how I got started making content and
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what I would be doing now if I was getting started from the beginning making content and a bit about the difference of content at startup level versus six figure level versus seven figure level.
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People keep hearing this idea of make bingeable content, make content so if someone finds you they can listen and listen and watch and watch but that actually isn't the right strategy for every business so I'm going to highlight today when you should do that and
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which businesses should do that, and what you should be doing if that doesn't apply to you.
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So I think we've got a good meaty episode today.
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I'm on my own.
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I can't fire questions to a guest, which I'm already regretting Chris, if I'm honest.
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It's way easier asking questions than having to actually come up with the answers.
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But fear not, because I've got notes.
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Five bullet points on a fancy iPad.
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Should we get into it?
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Let's go.
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So long before I had this online education business and even the new media company that we've got now, this kind of modern media agency that we've got now, the first businesses I ever had were a recruitment company, which I think I set up by accident, and then a more traditional digital marketing agency, which I also set up by accident.
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And it's kind of crazy because the first company I took to six figures and actually sold –
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That's the first company I ever exited, which is mad.
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I think I was only maybe 26, 27 when I did that.
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Built a little team, built this amazing customer base of these FTSE 100 companies, which is mad.
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I had no clue what I was doing.
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I was still wearing my little Primark suits.
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I was mostly broke.
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And I sold that company, which is mad.
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And then the marketing agency, we took up to half a million in revenue, which seemed so huge at the time, but pales in comparison, Chris, to our current goals, isn't it?
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So it's amazing how things evolve.
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But those two companies I set up in a more traditional time of business where we had Twitter.
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And if you were tweeting and you had a tweet going out every day scheduled through a
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I forgot the name of it.
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It was a platform everybody used before Metricore, before some of these modern companies.
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Oh, the name escapes me.
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If you were tweeting every day, you were doing digital marketing.
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That was the phrase, digital marketing.
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But social media, digital marketing, online content has exploded.
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And I would tell you right now, the biggest risk you face and the biggest thing to watch out for and the biggest thing I rally against in online content when it comes to building a business
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If you wake up and you think, what should I post today?
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What am I going to put on social today?
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What should I show today?
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You've already lost.
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You've already failed.
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Because who's winning there are the companies.
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You've got to realize that companies like Meta, so Instagram, Facebook, YouTube, I love all of these companies.
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I really value what they give us.
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But they don't actually have products as such.
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They're not selling anything.
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We are the product.
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The more content we create, the more eyeballs we bring to the platform, the better we are at keeping those eyeballs.
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The more people stay on the platform, what they get to sell is ads.
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That's where their revenue comes from.
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So it's so clever because what has been created is this environment where all of our small creatives, small business owners, entrepreneurs feel obliged to make content and guilty when we're not posting.
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But people feel so guilty and so obliged.
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that they go to their first response, which is I must post content.
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It relieves that pain in them.
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That's not the pain you should be relieving.
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The pain you've got to relieve in yourself is what would it look like to build a relationship with future customers who could then consider my offers?
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That's the pain you should be solving.
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And that's why I've got no problem with a client coming off social media for a few months to sort things out, sort your business out, sort your offers out, sort your brand positioning out.
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Don't mean logo.
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We'll come back to that.
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sort your thought leadership out, then go make content that speaks directly to the customer that you're trying to add value to, that you're trying to call in, who ultimately you will make an offer to, then you're a business owner.
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If you're not doing that, you're a passive consumer, passive contributor to social media, and we don't want that.
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You will waste your life doing it.
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So this is where I hear people say social media is a full time job.
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Yeah, it is.
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If you're not busy in your business, it is.
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If you're not thoughtful about what you should be posting.
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So we want to try and tackle all of this today.
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And I want to try and maybe show you some of the true thinking and processing that goes on for me behind the scenes that can I be really blunt?
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Chris would say that leads to money, leads to sales.
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Yeah, of course.
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On today's episode, guys, we have a work in progress behind the scenes.
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What you can see, was it too close?
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No, we're just getting a little bit of a... Can you hear that on your audio then?
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Oh, amazing.
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So we're correcting in real time.
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Can I talk about this episode?
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Guys, this is bad.
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This is such an up level.
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So for my whole life, I'm 40 now.
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For my whole life, I've made content on my own, apart from like this last year, and I have had content editors and creators in the past.
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But for the vast majority, I've been filming in a dining room, in a bedroom.
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I set the cameras up.
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I check it on my Mac.
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It looks all right.
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And then I film.
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Now what we have is I'm in a studio.
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Behind me, we've got this kind of beautiful industrial brick wall.
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We've got a curtain up behind me on the other side, create a bit of depth and texture.
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In front of me, I've got the straight line through aspect of the studio where I do the Wednesday calls and the Friday calls.
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I'm looking at two cameras, a head on angle, a side angle, which I love.
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We've got lights mounted to the ceiling.
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I'm speaking into a studio quality mic.
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And behind the scenes, Chris is running the visuals, the audios into his computer.
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And the sound is coming through his headphones.
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So he's just stepped in in real time to correct the pus.
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He's had me going a papaya in a purple pencil case, sizzling sausages in a...
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forgotten the rest of that sentence but we've been doing all of those tests so I hope you can feel this up level of production we're really trying and really spending Chris would be fair to say but I want to show you this behind the scenes and this is not how you should get started this is not what I'd be doing in the beginning obviously there's something else you should be doing in the beginning
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Okay, so back to that point about social media.
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If you're waking up and thinking, what should I post today?
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You've already lost and the social media companies have won.
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What we want is a win-win-win situation where, yeah, let's let the social media companies win.
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They need to stay in business with their ad revenue so we can leverage their free platforms and build audiences.
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But we also need the win of adding value to potential customers, not community, but customers.
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And then we need the win of us actually being able to make content that's going to lead to revenue in the business.
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So before we get into all of that, and I think we're going to spend a good 40 minutes diving into all of it, and I'm going to not hold back and just share with you my thinking, my thoughts, the journey.
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I want to take you back, first of all, to how I got started making content.
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And it is funny because those first two companies I built
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I don't fully know what in me knew that I had to do this.
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It was the very early days of social media content, the very early days of people building funnels, marketing funnels, and the time when that word niche appeared, niche for us in the UK, niche in America, and these very clever...
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almost like market leaders, first to market people were talking about building funnels and sales pages and fan pages.
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And I must have got onto that very, very early and then started being served more content like it because I knew for us to succeed and build a marketing agency and build a recruitment company and be successful, I knew that we had to deliver something that nobody else was delivering.
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And I think what I saw very early on was that if it's easy, it's not good enough.
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It should hurt.
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It should feel uncomfortable because if it's easy, everybody can do it.
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And then there's no competitive advantage there.
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Then you're just noise.
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And what we're trying to do with social media, with content, with events, with anything like that in building a business, we're trying to get out of the noise and be the leader.
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We're trying to move away from just creating chaos in the market.
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to creating direction.
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That's what we're trying to do with our content, our businesses and our marketing.
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So right at the beginning, I started running these events called Fresh Air Networking because we were by the sea.
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And I would deliver content on what it took to be successful, what it took to market your business.
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And I didn't have the ability or the nuance at the time to be able to film that content.
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But we did start taking photos and sharing those photos and starting to build that brand.
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And there's a guy who worked with me at the time who was very technically advanced.
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He was into 3D modeling, web design, photography, videography, long before anybody was doing it.
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And so we had this lucky advantage where we could make a video for the first time.
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I don't know, Chris, I don't know if we could actually cut to a little clip of the first ever bit of content I ever made.
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Prepare yourself before you see this.
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You're going to hear it.
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You'll hear a change in energy.
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But if you're seeing it, prepare yourself.
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And for those of you who don't get to see this, I'll set the scene.
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It is an...
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It is in an office in Seam.
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I'm wearing a pink shirt, long sleeve shirt with cufflinks.
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Super gay.
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Just a little nod to the gayness.
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Tucked into a skirt.
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Those days are long gone.
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And I had long blonde hair, honestly, down to my tummy, like long blonde hair.
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I look so different.
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And this is how I sounded back then.
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Hello, my name's Lisa Bean, and I am the MD of Digiteam.
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Now Digiteer is a digital marketing agency but we're a bit different to other companies in that we actually work on site with our clients as if we were the fully fledged marketing company for our clients.
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What else do I want to ask myself?
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I'll tell you a bit about the history.
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So people say to me, Lisa, you're good on camera, you're good on video, have you always been this good?
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And I was like, yeah, I'm mint, like this is a natural ability.
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I pick this up from moving schools every two years.
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No, no, lies, lied to myself.
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I was very poor, flat energy, flat delivery.
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The content was bad, I didn't have confidence.
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So you've got to get your hours in making content and you will get better.
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So that was the first content we were making, these about us style videos.
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Was B-roll even a thing back then?
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I don't think so.
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I'll have to look at some of the content and see.
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So things have clearly evolved so much.
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And this is what I want to highlight for you first.
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It's evolved so much where back in the day, we could make one video.
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You made a video, landscape.
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you made a video landscape on your iPhone or a handycam.
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You edited it a little bit.
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You put a bit of music at the beginning, a bit of music at the end.
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You uploaded it to YouTube and you were leading the market.
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I kid you not, you were leading the market.
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I remember the moment when portrait content became a thing.
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Do you remember that, Chris?
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It was you so young that you grew up.
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Oh, my God, this is devastating.
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Cut this, Chris, cut this.
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So I remember the moment when we moved to portrait content.
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And some of you listening and watching will know this as well.
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Landscape was fine.
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And then it was all you've got to film portrait.
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You've got to film landscape and portrait.
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It's got to go on YouTube and it's got to go on an iPhone.
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Because where do people consume most of their content?
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Short form content is portrait, isn't it?
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It's on their phones.
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It's scrolling at night.
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Long form content tends to be more landscape or more audio now.
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I think people are listening and wanting to get into a bit of commentary and a bit of discussion that they can just plug in in their car on a dog walk and just listen to the thought process of an entrepreneur or whoever it is they're following.
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So I remember that transition.
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And before that transition, there was a guy called Gary V. And I think I said this a bit on the last episode with Chris.
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Brilliant first episode, if you want to give it a listen.
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There's a guy called Gary V. And he taught me this.
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He said, film one piece of content using video, long format, 10 minute YouTube video.
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Hey guys, in this video, we're going to be talking about X, Y, Z.
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Then he said, get that video and export it, put it on YouTube, get three or four clips from it, portrait, put them on social media, export the audio, and that's your podcast.
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And for a couple of years, the people who mastered that had a pretty good run at it.
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And that was content for multiple platforms.
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Something has happened in the last few years where I'd be so interested to hear your view on this.
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Seriously, put it in the comments, message me, put it in the comments and we'll get some discussion on this.
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I think now you are either a TikTok fan or you're an Instagram real fan or you're a podcast fan or you're a YouTube fan or you're Facebook all the way or you're LinkedIn or what's this new one?
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Substack.
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Everyone's obsessed with Substack.
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I think you've got a preferred platform and that's where you want to go for your content.
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Correct me if you think I'm wrong.
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But I don't think we hop from all of the platforms consuming all of the content.
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I think we have a favorite platform and that's where we consume.
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I also think that short form content is brilliant for going to sleep, switching off, distraction between calls, being entertained.
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That's what people are using it for.
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Long form content is where the business is at.
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Long form content is where your community is at.
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Long form content is where you're going to develop thought leadership and build something that people can tune into.
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Because I think if you find someone and all they have are reels and TikToks and short form content, there's something about the chemistry of that in your brain.
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You flick and you flick and you flick through another one.
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You're not getting what you need.
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Again, you correct me if you think I'm wrong or just tell me if you think I'm right.
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There is a gap in the market still, and you can fill this gap, for clever discussion, a clever articulation of your thought process behind the scenes of what it takes to be a successful entrepreneur, the best dog walker the world has ever seen, the best chiropractor, whatever your business is, there's room for discussion.
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And it's not so much the how-to, yes, people want to hear do this, do this, do this, but
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But I think people want to sit and listen and get behind the scenes of that person's thought process, because in order to get a new result, it's not just that you do the new behaviors.
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It's that you think in the way that person thinks.
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And whenever I listen to podcasters or watch YouTube videos, I am listening to their tips.
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But what I really am searching for, truth be told, is their mindset.
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It's their thought process.
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It's their view on things.
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I want to know where my view is limited.
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I want to know how I think about it in a way that is limiting the growth in my life, in my business.
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If they recommend a book, they casually mention a podcast they loved.
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Oh, I'm all over it.
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Straight onto it.
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I want to know what they know.
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That's the power, I think, of some of this long format content.
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So the first content I ever made was that video in that office in CM.
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And it was very flat.
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And I was very nervous.
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It's such a weird thing to look down a camera and talk to.
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You are talking to somebody.
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Like, I'm talking to somebody right now.
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There's a person I'm thinking of who I'm actually having a conversation with.
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So it was a really weird thing at first for me to look down a lens and actually...
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talk and have a conversation down a lens you think to nobody but what I've learned over time and I think Chris said this on the last podcast at this idea of narrow casting rather than broadcasting in the radio thinking about one person so then after that I went to making videos where I actually had a handy cam and it was my parents who bought me this handy cam it was 150 quid it's the best thing I ever had I thought it was so cool and I'll tell you this little story not many people know this
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There was a time in my life and in my business where I was so broke.
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This is how broke I was.
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And my parents can never hear these stories.
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I think they might hear these stories.
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But just know, guys, I'm safe.
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We're all well now.
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We're in a studio.
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Everything is well.
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I used to drive a car, it was my other half's car at the time, it was a Peugeot 106, there was no air con, two doors, like three doors with the boot.
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And I was so broke on shutting down that marketing agency, that's a whole other story I'll tell you another time.
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I shut it down to pursue my purpose of being a speaker and helping people change their lives and make a living, do what they love.
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And because I was so broke, and I wanted to build an online business as an online educator and build funnels, I didn't even know what that meant at the time.
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that I thought, what skills have I got?
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What can I sell right now to see me through?
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And I knew I could build websites.
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I knew I was good at marketing, more traditional marketing.
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I knew I was a good consultant.
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So I won a couple of contracts where I would build a website for a big two, three million pound company.
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And they'd pay me on retainer 2000 a month to do their marketing, which sounds like a lot of money.
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I totally hear that like, oh, you were broke.
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Yeah, I was broke.
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I was at a hundred grand's worth of debt.
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And so what I would do is one of these
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So I'd get in this car at like three in the morning, pitch black, and I would drive down to London, go do a full day consulting with them.
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And then I would drive back home because I was so broke.
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I couldn't afford a hotel.
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That is true, Chris.
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That isn't even that.
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I mean, it's years ago, but it feels like it could have been yesterday.
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I remember doing that in the summer and it being so hot and sitting on that A1 and the M1.
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blistering heat listening to podcasts about changing your life and what it takes to succeed I was so broke that I would go down in the car come home be exhausted and not be able to afford a hotel there was a time when things got better and I could afford 50 pounds for a hotel hotels generous Chris
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The bathroom, my bathroom was not in my hotel room at that time in my life.
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And I put my ear to the door and listen if anyone was there because it didn't feel safe.
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Yeah, entrepreneurship, guys, is great.
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Definitely build a business.
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This is the way to do it.
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And I would quickly nip out, nip to the bathroom, lock the door, get changed in the bathroom for safety, then come back.
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That has been part of my entrepreneurial journey that I probably haven't really shared that story much.
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One night driving home, I thought, what are you doing, Lisa?
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What are you doing with your life?
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Like, how is this your life?
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How are you broke?
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How can you not afford a hotel?
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How is it you're sneaking around between rooms?
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Sounds dodgy because you can't even afford when you do get a hotel, you can't even afford to have a bathroom in your fricking hotel.
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What's wrong with you?
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I drove home, I got home, it was midnight and I was exhausted.
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And do you know what, Chris, we'll put this clip in as well.
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This is a real clip.
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I got home and I walked in the door and I was with my ex at the time and she looked at me and I looked at her and I said, I am going to film this video series I've been talking about.
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She nodded, went to bed and I went into the spare room in this flat in Manchester, put up these lights, very similar to what we've got now, set up the handicap, the 100, you imagine, Chris, I don't even think it was HD.
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What's below HD?
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Shit, yeah, shit device, SD.
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No, that's really bad.
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Can we put at the beginning of these episodes, Lisa swears in real life, here she goes.
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It was an SD Handycam, and I stood there and I filmed a six-part series, maybe the first couple of videos, on how to uncover your purpose, how to change your life.
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Because I wasn't very successful in business, I didn't feel like I was successful, even though I'd made a lot of money and lost it.
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I couldn't do content on how to build a business.
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So it was uncover your purpose, change your life, make a living doing what you love.
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And I filmed those episodes.
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I think I stayed up all through the night, edited that first episode.
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And I sold my very first online course within weeks of that event, filming that thing in this handicap in the spare room.
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And I put it out, £99.
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It might not even have been £99.
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It might be £29.
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And I sold like six of them.
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And that was the very beginning of Dare to Grow, the online course.
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So I think the next piece of this puzzle is what I went on to after that was vlogging.
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And I think, again, I said this in the episode with Chris.
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I learned this from Gary Vee and Casey Neistat, some of those really cool early YouTubers who were making these vlogs every day.
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And again, you know, there's such a lesson in this if you can see it.
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Yes, people make how-to content, three ways to grow your business, six ways to make more sales.
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But I don't think any of us want to listen to that.
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And I don't think any of us have ever wanted to listen to that unless it is the exact right moment where we need that information.
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But we will watch people's lives.
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We will listen to narrative behind the scenes.
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We want human.
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We want connection.
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We want those little insights that no one is sharing overtly.
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They're coming across in more subtle ways.
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So I invested 1500 pounds, which was like every penny I'd managed to save in my very first Canon 80D.
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It was a HD camera with a kit lens.
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And oh man, I was so excited.
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Whilst it wasn't 4K, it could do slow-mo.
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Slow-mo footage was so cool.
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And what I started doing was carrying this massive camera around with me and making vlogs.
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I lived in Thai mouth at the time, maybe a bit of Manchester then Thai mouth.
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And I'd pick the camera up at the start of the day and I'd go, hey, guys, welcome back to the vlog.
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I think it was called the Dare to Grow vlog or something.
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In today's vlog, come with me as I and then I would just go about my day, launch a program, run an event, build something, flat pack furniture for an office at home.
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And I would just literally document what I was doing.
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And it was so cool because if you sit down to make a bit of content.
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This happens when people write content, when they make content.
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They strip all of the character out of it, all of the goodness, all of the richness out of it.
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And they say the most boring, mundane things that any of us can say.
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And the worst part is, if you're using AI to do that, it's even more useless.
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But when I was making the blog, I couldn't just keep going, here's another tip and here's another tip because it wouldn't be engaging.
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So I'd get in the car and be like, right, guys, we're off here.
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And then I would explain why we were going there.
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And in the explanation, that was the magic.
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And then it would cut to some B-roll, a bit of music.
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Then it was entertaining.
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And then I'd arrive at the destination, set the camera up.
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And I was documenting.
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This came from Gary Vee.
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Big credit to Gary Vee on this.
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He very famously years ago came out and said, document, don't create.
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That's what I took from him.
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Document, don't create.
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Don't create content.
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It's too hard, too taxing.
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He never said it was too boring.
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He said, just document your day.
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Just create a vlog.
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Follow yourself.
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Share what you're learning and what you're doing.
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It will be way more valuable.
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Turns out it was, but there was an issue.
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And the issue was SEO.
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So SEO is search engine optimization.
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It's how somebody finds you.
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If someone Googles how to grow a business, if you come up on YouTube, a podcast, Instagram, Instagram,
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Google anything, chat, GPT, AI, then you're doing well on SEO.
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And there's a real skill, takes time.
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It's a real skill to rank.
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But nobody Googles on YouTube.
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No one searches on YouTube.
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I'm looking for a vlog for a businesswoman in Thai mouth who's broke and trying to get out of debt.
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I don't know.
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People wouldn't make it.
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It was too nuanced.
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So you had to find me organically or through ads or through word of mouth.
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Yeah.
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So it took me like four years, a long time to get my first 1000 followers, 1000 subscribers on YouTube.
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And at the time, I was like, why aren't I growing?
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This content's really good.
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It's taken me so much time.
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You might feel this in your business.
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Why aren't I growing?
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Why isn't this getting in front of new people?
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And it's because it's not findable.
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So at the time, there were a lot of people saying, stop making vlogs.
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Stop documenting.
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You need to make how-to content.
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And then we saw this big explosion of how to start a business when you don't have any money.
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Do you remember those videos?
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Yeah.
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how to build an audience when you don't want to be on camera.
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And it was the kind of searches that people would make.
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And so I started doing that for maybe six months, a year.
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And it probably wasn't long after that, that Chris came on.
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There's bits of the story I'm missing in between, because Chris is going to tell me I've yabbed on for too long already.
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But,
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But that's when we started getting into like, OK, let's make a YouTube video, a how to video.
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And they were very concise, very hooky, very gimmicky.
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Here's how you do this.
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Here's the soundbite.
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But again, on social media, tell me if I'm wrong.
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But when you're scrolling, if you come across a bit of content and it feels even one percent like an ad, you're gone.
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You're gone.
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If it feels like an ad and someone's trying to sell or it feels curated or it feels pre-planned or I want to say like verging on manipulating, like in a way, sales is manipulation.
403
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If you're trying to sell without the empathy for the customer, sales is manipulation.
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Creating things people want to buy is not manipulation.
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That's an act of service.
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We could do a whole episode on that, Chris.
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We'll come back to that another time.
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So the second you see something, it feels like an ad, you are smart to it now and you scroll unless it's hyper relevant that you're going on holiday and suitcase ads pop up in front of you.
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But even still, would you rather watch an ad about a suitcase?
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In this ad, we're going to show you the features of this suitcase.
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Or would you rather watch an influencer pack what they're packing in that suitcase and then take you on holiday with them?
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Of course, it's the latter, isn't it?
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So what I want you to see here is two things.
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One, I think the content that we create is time dependent.
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It's time dependent on how people are feeling.
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And if everyone is posting content that is how to, you should probably do something else like a vlog.
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If everyone's posting vlogs, you should probably do something else like a documentary or a podcast show or something like that.
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So
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Content does shift in waves and we've seen it.
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You've consumed in different ways now to how you consumed six months ago, three years ago.
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That's the first thing.
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The second thing is that when you produce content, you want to move away from content that is of service to you, that is just selling or three key facts.
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And you've got to have empathy for the customer.
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And so the customer today does not want to be sold to, does not want to be lectured.
425
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I don't think.
426
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I think they want to listen to.
427
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and be almost like a casual observer of your mindset and your thinking, tell me in the comments if I'm right or if I'm wrong.
428
00:26:41.301 --> 00:26:48.428
If you would rather listen to this, maybe even it would be better if there was a discussion and there was someone else sat beside me versus a short, sharp video.
429
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Now, I know there are gonna be some people who go, needs to be short, sharp video.
430
00:26:53.513 --> 00:26:58.595
But how many of those do you listen to until you're sick of it and you realize you're missing the secret source?
431
00:26:58.935 --> 00:27:00.856
The secret source is in the documenting.
432
00:27:01.476 --> 00:27:02.837
It's in the behind the scenes bit.
433
00:27:03.277 --> 00:27:08.419
So if we can understand those two bits of context, three bits of context, one...
434
00:27:09.139 --> 00:27:11.460
The content changes depending on what people are consuming.
435
00:27:11.781 --> 00:27:12.881
That changes and shifts.
436
00:27:13.501 --> 00:27:15.122
Two, empathy for the customer.
437
00:27:15.242 --> 00:27:16.963
Let them into your mindset.
438
00:27:17.043 --> 00:27:17.684
Document.
439
00:27:18.264 --> 00:27:19.905
Let them see the thinking behind the scenes.
440
00:27:19.965 --> 00:27:21.106
Don't be too concise.
441
00:27:21.386 --> 00:27:29.310
And three, you've got to be very, very mindful about the kind of business that you're growing in order to decide the kind of content you're going to make.
442
00:27:29.370 --> 00:27:30.491
So we'll come on to that next.
443
00:27:30.511 --> 00:27:30.631
Next.
444
00:27:30.911 --> 00:27:35.633
Okay, so let's look now at what kind of content I think you should be making.
445
00:27:35.653 --> 00:27:39.894
I always hesitate when I say should, because people go, you shouldn't should all over yourself.
446
00:27:39.974 --> 00:27:41.655
I think you should, clearly.
447
00:27:41.675 --> 00:27:43.336
I think you should be shoulding all over yourself.
448
00:27:43.916 --> 00:27:51.638
So the kind of content you've got to create, it depends on where you are in your business and it also depends on what you're trying to do with it and who your customer is.
449
00:27:52.199 --> 00:27:58.121
So if I was starting out right now, there's no way I would hire a studio, I wouldn't be able to afford it,
450
00:27:58.701 --> 00:28:00.103
and put on a full show like this.
451
00:28:00.143 --> 00:28:06.690
Because one of the problems is, and Chris, I think you said this in the first episode, you'd run out of guests far too quickly.
452
00:28:06.931 --> 00:28:11.416
You haven't got that caliber and credibility to reach out to guests, to bring them on.
453
00:28:11.436 --> 00:28:12.998
You go through your phone book, show's done.
454
00:28:13.418 --> 00:28:16.181
So what I would be doing there, if I was really at the start of my journey,
455
00:28:16.842 --> 00:28:23.090
is I would be making content that was a mix of documenting and how to, and I would be producing it myself.
456
00:28:23.150 --> 00:28:23.971
So here's what I would do.
457
00:28:24.472 --> 00:28:28.737
I'd find a section of my house that I can commandeer, and I would make a set at home.
458
00:28:29.138 --> 00:28:30.539
I'd get a bookshelf from Ikea.
459
00:28:31.020 --> 00:28:33.463
I'd put some beautiful books on there, some little ornaments.
460
00:28:34.584 --> 00:28:36.864
The space would need to be somewhere where you've got a little bit of depth.
461
00:28:36.884 --> 00:28:40.885
So you can have a camera and you can pick up cameras now for like 500 quid, 600 quid.
462
00:28:41.265 --> 00:28:42.025
Save, save, save.
463
00:28:42.325 --> 00:28:43.506
Or you could use your iPhone.
464
00:28:43.886 --> 00:28:48.986
But iPhones become so tricky with bigger files, transferring them, storage.
465
00:28:49.287 --> 00:28:56.028
You're better off getting something like a lot of people use these DGI mini pros where you take the memory card out, put it into your computer.
466
00:28:56.428 --> 00:28:57.388
So I'd be making a set.
467
00:28:57.488 --> 00:28:59.448
Now, you might be in a living situation now.
468
00:28:59.628 --> 00:29:03.589
Like I have been forever where you can't leave the set up.
469
00:29:03.889 --> 00:29:04.890
Tough, go over it.
470
00:29:04.950 --> 00:29:06.812
You have to take the set apart at the end of the day.
471
00:29:07.252 --> 00:29:08.113
You put it back together.
472
00:29:08.774 --> 00:29:12.958
Some of the things I've done on my content journey has been planning a filming day.
473
00:29:13.198 --> 00:29:16.561
So I would say, right, this Saturday, my partner's out, house is empty.
474
00:29:16.661 --> 00:29:17.943
I'm filming three videos.
475
00:29:18.503 --> 00:29:19.904
I'd get everything set up the night before.
476
00:29:20.505 --> 00:29:26.588
I'd film three videos, I'd have them all planned, film three videos, be knackered, copy the files across, and then that was the day.
477
00:29:26.848 --> 00:29:28.489
Not editing them that day, that was it.
478
00:29:29.049 --> 00:29:35.052
I've also done it where I've had to film content like for a course or something like that.
479
00:29:35.072 --> 00:29:36.693
So I booked an Airbnb for a weekend,
480
00:29:37.213 --> 00:29:44.937
I've booked an Airbnb, set everything up, and filmed as much content as I could, gone home knackered, and then edited it separately.
481
00:29:44.997 --> 00:29:49.219
So there are things like that that I think you can do, where you create a little set at home.
482
00:29:49.599 --> 00:29:54.181
There could be chaos in front of you, but behind you, it gives you a bit of a background, a bit of a set.
483
00:29:54.941 --> 00:29:55.942
And I'd be doing a mix.
484
00:29:56.102 --> 00:30:03.005
I'd be doing a mix of long format content that really shows the nuance of who you are, and a little bit of kind of documenting.
485
00:30:03.045 --> 00:30:04.786
So for the long form content,
486
00:30:05.646 --> 00:30:06.567
This is the secret.
487
00:30:06.607 --> 00:30:07.268
This is the key.
488
00:30:07.368 --> 00:30:09.610
This is what you've got to do with long form content.
489
00:30:09.870 --> 00:30:12.012
Don't sit and go, what content should I make?
490
00:30:12.052 --> 00:30:13.032
What do I want to talk about?
491
00:30:13.173 --> 00:30:13.653
Don't do that.
492
00:30:14.273 --> 00:30:17.356
This is a bit crude, but think, what am I trying to sell, right?
493
00:30:17.916 --> 00:30:19.298
Lisa, you just told us not to sell.
494
00:30:19.378 --> 00:30:19.858
I didn't.
495
00:30:19.958 --> 00:30:20.419
Just wait.
496
00:30:20.999 --> 00:30:22.340
You think about what you're trying to sell.
497
00:30:22.520 --> 00:30:33.489
So specifically, you might say, I've got a group coaching program and I want to bring five people into this group coaching program by the first of whatever the month is, September, January, December, whatever.
498
00:30:34.270 --> 00:30:44.612
So if I were going to bring five people into this program in 90 days time, whatever, think about who those people are and think about what the biggest questions they have are.
499
00:30:45.052 --> 00:30:47.093
What are the biggest questions they're concerned about?
500
00:30:47.513 --> 00:30:48.853
What hesitations have they got?
501
00:30:48.873 --> 00:30:50.113
What do they need clarity on?
502
00:30:50.713 --> 00:30:56.395
Give yourself those as your essay titles and then go film content that answers those questions.
503
00:30:56.595 --> 00:30:57.335
And don't be tight.
504
00:30:57.895 --> 00:30:59.375
Share thought leadership.
505
00:30:59.395 --> 00:31:00.395
Go beyond the obvious.
506
00:31:00.755 --> 00:31:03.216
Respect the fact they already have a degree of knowledge.
507
00:31:03.736 --> 00:31:07.139
And a degree of they've already developed their thinking in a certain way.
508
00:31:07.159 --> 00:31:08.040
So take it further.
509
00:31:08.641 --> 00:31:12.244
Because if they listen to you and they go, know that, know that, heard that before.
510
00:31:12.344 --> 00:31:12.564
Yep.
511
00:31:12.625 --> 00:31:14.206
Bored, novel, nothing novel.
512
00:31:14.586 --> 00:31:15.607
Then they're never going to come back.
513
00:31:16.108 --> 00:31:23.355
If you go to the trouble of getting somebody's attention and they come over and click on your video or click on your podcast, then.
514
00:31:23.915 --> 00:31:28.599
The number one thing you then have to do is honor them with value they've never heard before.
515
00:31:28.920 --> 00:31:31.302
So they're almost going, damn it, this person's really good.
516
00:31:31.422 --> 00:31:32.383
I'm going to have to subscribe.
517
00:31:32.403 --> 00:31:33.084
I have to come back.
518
00:31:33.424 --> 00:31:34.665
What else have they got?
519
00:31:35.106 --> 00:31:37.308
And that's where that idea of bingeable content comes from.
520
00:31:37.348 --> 00:31:40.711
So I would never wake up and go, what content should I make today?
521
00:31:40.951 --> 00:31:43.233
If I was just starting out, I would make a little bit of a set.
522
00:31:43.253 --> 00:31:44.054
I would make a little bit of a set.
523
00:31:44.174 --> 00:31:46.976
And I'd be thinking, what am I next going to attempt to sell?
524
00:31:47.516 --> 00:31:48.536
Who are those customers?
525
00:31:48.577 --> 00:31:49.737
Here's where the empathy comes in.
526
00:31:50.137 --> 00:31:51.218
What questions have they got?
527
00:31:51.238 --> 00:31:52.239
What are they struggling with?
528
00:31:52.579 --> 00:31:54.800
And I'd be very generous answering those questions.
529
00:31:55.260 --> 00:31:57.401
But I'd also be signposting.
530
00:31:57.842 --> 00:31:59.903
So in the content, I'd be saying things like,
531
00:32:00.323 --> 00:32:02.604
You know, and this is something we talk about in Straight Line Through.
532
00:32:02.965 --> 00:32:15.812
This is something that has come through really heavily with my one-to-one coaching clients because you're just signposting the fact you're not a content creator, you're a business owner and operator, and there's something else behind the scenes that they then become curious about.
533
00:32:15.852 --> 00:32:16.352
What is that?
534
00:32:16.893 --> 00:32:26.118
And they also need to hear the phrase Straight Line Through or whatever your program is called over and over for it to become a name, a consideration, something that they might come to.
535
00:32:26.879 --> 00:32:27.499
Straight Line Through.
536
00:32:28.119 --> 00:32:28.660
Straight Line Through.
537
00:32:28.680 --> 00:32:29.300
I'm just kidding, guys.
538
00:32:29.480 --> 00:32:30.101
Straight line through.
539
00:32:30.241 --> 00:32:31.643
It's enrollment.
540
00:32:31.683 --> 00:32:32.384
I'm just kidding.
541
00:32:32.424 --> 00:32:32.945
I'm just kidding.
542
00:32:32.965 --> 00:32:33.986
But you get the point, right?
543
00:32:34.627 --> 00:32:36.169
What's the name of my group coaching program?
544
00:32:36.809 --> 00:32:38.011
You've got it now, you see.
545
00:32:38.512 --> 00:32:41.956
And it took until what, minute 40, Chris, before we even mentioned it.
546
00:32:42.136 --> 00:32:42.917
And you're still here.
547
00:32:42.937 --> 00:32:44.279
It's a semi good sign.
548
00:32:45.160 --> 00:32:48.682
So I said as well about the documentation side, that's what I would use social media for.
549
00:32:48.782 --> 00:32:52.684
So I'd be getting my phone out and saying, guys, I've just set up my little studio at home.
550
00:32:52.704 --> 00:32:54.465
I'm about to make this content on this.
551
00:32:54.845 --> 00:32:57.347
Here's the link to the YouTube or the podcast.
552
00:32:57.387 --> 00:32:58.647
Here's when it's going to be coming out.
553
00:32:58.907 --> 00:33:01.769
If you want to be notified, click this link or subscribe here.
554
00:33:02.089 --> 00:33:06.672
Then you've got a long format bit of content, real juice, real nuance.
555
00:33:07.192 --> 00:33:12.675
There's clips coming from that, but now you've documented a bit of the journey, added value, and you've got your short form content.
556
00:33:13.315 --> 00:33:15.818
Can we just pause here for the absolute, is that not genius?
557
00:33:15.958 --> 00:33:17.019
That is the answer, isn't it?
558
00:33:17.820 --> 00:33:21.504
And I think it's a modern twist on film an episode and chop it up.
559
00:33:21.644 --> 00:33:23.466
That's what you should be doing with social media.
560
00:33:23.827 --> 00:33:27.231
I mean, there are so many other things that I would say, but that's another episode.
561
00:33:27.932 --> 00:33:30.775
Okay, so if I were just getting started, that's what I would be doing.
562
00:33:30.855 --> 00:33:32.336
Now, little nuance here.
563
00:33:32.977 --> 00:33:46.243
If you're B2B, business to business, you're selling to like corporations or SMEs or companies, I would do content differently to if I were B2C, which is, you know, selling to an end client, an end customer.
564
00:33:46.664 --> 00:33:49.885
So this business here, this online education business is B2C.
565
00:33:50.045 --> 00:33:55.448
It's a business, as it were, selling to people who are trying to grow an online business, individuals mostly.
566
00:33:55.948 --> 00:34:10.519
However, we also have a media agency where we service, we provide the kind of modern media, video, drone, big production, filming of big events, photography, all of that for big 10, 12, 15 million pound companies.
567
00:34:11.000 --> 00:34:12.681
That's B2B, right?
568
00:34:12.701 --> 00:34:13.582
So here's the difference.
569
00:34:14.062 --> 00:34:18.005
If I were doing B2B, there's no way I would be making a show like this.
570
00:34:18.045 --> 00:34:19.586
Like, just listen, it sounds crazy.
571
00:34:20.067 --> 00:34:23.930
If I were trying to win five more marketing contracts and these contracts are about 36K, 48K,
572
00:34:25.651 --> 00:34:31.454
If I was trying to win four more of those contracts, no way would I be spending all of my time putting on a show like this.
573
00:34:31.714 --> 00:34:32.494
Who's going to listen?
574
00:34:32.934 --> 00:34:34.475
What, the marketing person bringing me in?
575
00:34:35.055 --> 00:34:36.136
The HR director?
576
00:34:36.516 --> 00:34:37.256
The CEO?
577
00:34:37.336 --> 00:34:38.037
I don't think so.
578
00:34:38.557 --> 00:34:42.919
They are so business and objective-minded that their search would be very specific.
579
00:34:43.299 --> 00:34:50.262
Their search would be marketing agency, Newcastle, drone production company, whatever, Durham.
580
00:34:50.342 --> 00:34:51.343
They would be their searches.
581
00:34:51.843 --> 00:34:55.366
So for them, I'd be way more focused on two things.
582
00:34:55.927 --> 00:34:59.910
One would be I would do like a show reel, a video.
583
00:35:00.210 --> 00:35:00.991
Hey, welcome.
584
00:35:01.211 --> 00:35:02.732
This is IX7 Modern Media.
585
00:35:02.792 --> 00:35:05.875
In this company, we do X, Y, Z, B-roll, B-roll, B-roll.
586
00:35:06.375 --> 00:35:09.718
B-roll is footage where you're showing yourself doing it.
587
00:35:09.758 --> 00:35:13.882
So it would cut to me flying a drone around London, which is dangerous and complex.
588
00:35:13.902 --> 00:35:15.463
It's like, oh, cool, she can do it.
589
00:35:15.963 --> 00:35:18.786
It would cut to us setting up to film a client at an event, right?
590
00:35:19.266 --> 00:35:20.107
That's what I would be doing.
591
00:35:20.427 --> 00:35:21.989
they will not watch that whole video.
592
00:35:22.309 --> 00:35:24.612
They'll watch 60 seconds and go, she's got it.
593
00:35:25.433 --> 00:35:34.803
If I were instead trying to sell to a company that was bringing me in as a trainer, so think about your HR managers hiring you or going in as a consultant, then I probably would still have a showreel
594
00:35:36.193 --> 00:35:38.875
to just show you going into different meetings, different stages.
595
00:35:39.376 --> 00:35:48.483
But what I would then do is prioritize getting on stages or getting onto other people's podcasts and recording that content and putting those clips on your website.
596
00:35:48.503 --> 00:35:51.805
Because again, they signal the level that you're at.
597
00:35:52.446 --> 00:35:58.110
When everybody can film content at home, you be the consultant on stage delivering a 20-minute keynote.
598
00:35:58.150 --> 00:35:58.831
You film it.
599
00:35:58.911 --> 00:36:00.732
Again, they're not going to watch the full keynote.
600
00:36:01.173 --> 00:36:02.174
They're only going to watch like...
601
00:36:02.794 --> 00:36:05.235
The first five minutes of it to go, oh, they're good.
602
00:36:05.735 --> 00:36:08.396
And in the first few minutes, you've got to get into your thought leadership.
603
00:36:08.536 --> 00:36:09.416
What do you believe?
604
00:36:09.456 --> 00:36:10.496
What do you know to be true?
605
00:36:10.516 --> 00:36:12.137
What process do you follow that's different?
606
00:36:12.457 --> 00:36:13.977
Not your backstory, not all of that.
607
00:36:14.077 --> 00:36:15.577
Get into the detail.
608
00:36:16.198 --> 00:36:19.378
So even there, it all depends on who the customer is.
609
00:36:20.099 --> 00:36:21.019
The only time...
610
00:36:21.539 --> 00:36:31.104
I'd produce a show like this would be if I was going mass market, which is what something like this is, where you need to position yourself as a thought leader.
611
00:36:31.204 --> 00:36:37.528
But what you need is hundreds of thousands of people looking to you for insight, guidance, advice, whatever.
612
00:36:38.128 --> 00:36:47.554
Then I'd be starting to think about a show, bingeable content, because there is a risk that with content like this, you can cannibalize some of your sales if you're not
613
00:36:48.174 --> 00:36:52.916
good enough at differentiating the free content versus the paid content.
614
00:36:53.296 --> 00:36:55.297
And again, there's a whole skill to that.
615
00:36:55.697 --> 00:36:56.118
And you know what?
616
00:36:56.138 --> 00:36:57.298
I am going to plug SLT.
617
00:36:57.478 --> 00:36:59.359
That is exactly what we do in SLT.
618
00:36:59.799 --> 00:37:10.284
This group coaching program, I show you that difference and show you what it looks like to share content, give away huge value like this, and yet keep something back very special that people will pay for.
619
00:37:10.504 --> 00:37:12.085
It's not content, it's something else.
620
00:37:13.165 --> 00:37:15.246
Guys, clearly there is so much to this.
621
00:37:15.266 --> 00:37:30.872
I'm going to draw today's episode to a close because I'm looking at my list here and there's so much more I want to share, but I think we'll save those for future episodes like what to do with your email sequence, how to really develop your thought leadership, what it looks like to stand out in your market and use your unique edge and magic.
622
00:37:31.352 --> 00:37:32.273
We're going to come back to that.
623
00:37:32.293 --> 00:37:34.694
We've got an amazing few episodes lined up for you.
624
00:37:34.734 --> 00:37:37.496
And in fact, if you're listening to this, they're available now.
625
00:37:37.536 --> 00:37:39.257
So dive on into the next episode.
626
00:37:39.778 --> 00:37:45.621
Please hit like, please subscribe wherever you get your podcast or if you're following us on YouTube and leave us a little comment.
627
00:37:45.662 --> 00:37:47.863
Tell us what you love about this new format.
628
00:37:48.283 --> 00:37:49.104
Ask your questions.
629
00:37:49.264 --> 00:37:51.245
What would you love to hear or see next?
630
00:37:51.625 --> 00:37:55.288
And I'll see you in the next episode over and out.