Full Transcript for Post More or Post Better? The Truth About Content Frequency | Series 2, Episode 1

[6:35] and only 10% of them are, you know, whatever 10% of them fit your ideal client profile. [6:43] Well, if you stack several other places that have 10%, you can double your audience with [6:54] of your ICP, your ideal client profile, not insane clown policy, you can double your ICP [7:00] and that's second half that you're going after is a lot less competitive. [7:06] So I can go into one spot where 50 people are trying to go after 100 or I can go to 10 spots [7:11] where I'm the only person going after 10 and each of them. [7:15] And where am I more likely to be successful? [7:17] Sure, I have to be in the first spot, but I should probably be in spots two through 11 as [7:22] well. [7:23] Now, somebody might, listening might say, well, DM, come on, nobody wants more bad content. [7:29] So where does quality fit into all this? [7:31] I mean, do we just repose somebody's silly meme or do we have to come up with like life-changing [7:38] content every other day? [7:41] What's your thoughts? [7:42] First of all, how you source your content is probably the biggest drag or can be the biggest [7:50] drag. [7:51] If you sit down every day and you just go, and I don't mean drag like, ah, it's a drag man, [7:55] but like a drag down on your systems. [7:59] So like if you sit down in the morning and you go, okay, LinkedIn, what am I going to [8:02] bless you with today? [8:05] I did read that one article last night about this and I did have that one friend text me [8:10] about that. [8:11] And oh, I had that thing where my kid ate ice cream and it was cute. [8:14] I could probably turn that into a business story. [8:17] Then yeah, it's going to be hard to post regularly with some sort of value and some sort [8:23] of story behind it. [8:25] What I have found is the more you can incorporate content creation as part of your everyday life, [8:34] the better, like for example, like with my team when I do trainings and when I do team meetings, [8:40] everything's recorded. [8:42] And so my team takes and I have somebody, or you know, I could be doing it as well, I can [8:47] look over the transcripts and be like, oh, that's a good little spot and I can use that. [8:51] So that's one way that I'll see a post and I'll be like, oh, I'll be like, oh, that's [8:56] pretty cool. [8:57] Like, wait, didn't I just talk to Rochelle about that like last Thursday? [9:01] I was like, oh, this is the post. [9:04] So that's one way that, you know, I get a lot of content out of just my everyday life. [9:09] I'm not thinking about content. [9:11] I'm just being myself talking about the things I talk about and content comes out of it. [9:17] The other thing is I do a ton of voice notes. [9:20] Maybe to the person that it has to do with, but sometimes that ends up being content [9:24] or I'll, I'll file it into content thoughts. [9:28] So I'll be sitting there and I have to be careful though, like with my wife, because she kind [9:31] of gets a little light like, this is our

time. [9:34] So I'll be like, post about blah, blah, blah, blah, blah, blah, blah, blah, what do you [9:38] do? [9:39] I'll be like, oh, I was just nothing, honey, but you know, so, but like, because of the way [9:44] my, my mind works, like because we all think of something and then later we're like, what [9:49] was I thinking about last night? [9:52] Was it, um, and then you forget it? [9:55] And so it's a lot easier to create good content when it's just a flow from who you are naturally [10:03] in your everyday life versus a task that you sit down or you have to purposefully do, you're [10:11] going to put yourself into writer's block 75% of the time. [10:15] And so yes, good quality content comes from a place of a natural flow of who we are and [10:23] what we're doing while we're doing it. [10:26] And so capturing that as much as possible is the most, is the easiest way. [10:31] And like this really just goes back to like the Gary V method that we've seen for a dozen [10:36] or more years. [10:37] Like how does Gary V have so much content? [10:40] He's got three freaking cameras following him everywhere. [10:43] Like, you know, he's just sitting in his car and he just has the thought and he looks [10:46] over to his cameraman and he starts blah, blah, blah, blah, blah, blah. [10:49] Well, I can't afford, nor do I really want three cameraman following me through the grocery [10:53] store, right? [10:54] But what I can do is when that thought kind of comes, I can capture it and use it. [11:00] Absolutely. [11:02] So with regards to that, I mean, you're kind of content creating all the time and I know [11:07] we'll get into this in other episodes. [11:09] But what, I mean, what about pre planning content or pre posting content? [11:15] What are your thoughts with that then? [11:16] I mean, those who don't plan plan to fail, right? [11:19] I think that most everything we post here, there is room for, for inspiration inside of [11:29] structure. [11:30] So I think you have to have structure with room for good things to happen. [11:34] And I mean, the simple analogy is sports, right? [11:38] You have a certain play where this guy goes here and this girl goes there and this happens [11:42] and that happens and it results in this. [11:44] But then in the midst of that, an opportunity comes or something pops up and the person does [11:50] something and people are like, wow, so inspiration came in a moment of structure. [11:56] And honestly, the easiest way for inspiration to come is through structure. [12:00] And I think most of us don't, we hear that. [12:03] We kind of might burst a little bit, but that's reality. [12:06] If you have a structure that you work within, then you don't have to be afraid that that [12:13] moment of inspiration will be something that is, it doesn't put pressure on that moment [12:20] of inspiration. [12:21] It just comes. [12:22] So what's the danger of waiting until everything is perfect? [12:27] Well, because that, that point never comes like, I can't tell you the number of times, [12:33] you know, we triple check and then send our stuff to our clients and they have people [12:38] that check. [12:39] So we like triple check content. [12:41] I always like to use this illustration like I remember I was in the ministry for a number [12:46] of years and I know I've showed this with you, but I don't know if I've shared on this podcast. [12:50] And I remember we would buy these Bibles and every once in a while, you know, we'd buy [12:54] a Bible and someone would come up and be like, there's a typo in this Bible. [12:59] And I'm thinking that we always use the King James version, which was came out in 1611. [13:03] So we're talking about 400 years ago. [13:07] This thing came out. [13:08] Now they've revised it based on English and things like that a little bit. [13:12] So here we are 400 years later with a book that's been written, that's been read countless [13:17] times and yet still every once in a while, something gets through and there's an error. [13:23] So if we can't get it right after 400 years, why are you rating around for four hours, four [13:28] days, four months or four years? [13:30] Just look at it, get it double checked, get it out. [13:34] And if you mess it up, they've got this beautiful thing on social media called the edit button. [13:40] And if it's in your videos and things like that, listen, it's never been a greater time [13:46] to be a human because the more humanity we show in our content, the more likely it is to [13:53] be consumed. [13:54] I was just telling somebody just the other day, sometimes you end up like editing out [14:02] or editing things so much that people would be like, was that AI? [14:07] Was that even a real person? [14:09] And it's like, why is that? [14:11] Because we have come to expect humanity and we actually crave it now because we're looking [14:16] inside of machines to connect to other people. [14:19] So mistakes are actually the preferred form of content like viable mistakes, right? [14:27] Not like big, huge ones, but mistakes are not just accepted but preferred in what we're [14:36] doing now. [14:37] Actually, I'm going to tie on to that one. [14:39] When somebody, when I edit videos now is popping up, do you want to remove all the space, all [14:45] the ums, all the odds, all the, you know, and I'm often saying no, I don't want to. [14:51] I judiciously will remove some of those, but I keep a lot of them in. [14:56] Is that what you're talking about? [14:58] Partially, yes, but even a typo, even like on a, on a post, you know, on whatever social [15:05] media outlet, and you see that there's a little tiny typo, like sometimes I'll correct it, [15:10] but sometimes I'm like, you know what, I put an end between the eye and the T. So it doesn't [15:14] say it. [15:15] It says int. [15:16] Okay. [15:17] Like, I'm okay with that because again, like in a way, I'm more scotting other humans that [15:24] hey,

a real person wrote this because perfection is the, the new plastic, like we, we have more [15:31] respect for humanity because that's what we relate to. [15:35] Then we do perfection now and five years ago, I wouldn't have been able to say this by the [15:39] way. [15:40] Oh, yeah. [15:41] Yeah. [15:42] No, I absolutely agree with you. [15:44] And I love that you actually leave the typos in. [15:46] I tend to still go back and correct them, but, you know, if it's a gross one, if it, if it, [15:52] if it, if people read it, or if it's something that could be interpreted, obviously like you [15:56] want to do that, but something small that, again, I, I call that more scotting humanity. [16:01] I like that. [16:03] Great term. [16:04] Well, let's make this practical. [16:06] How often do you think professionals should be posting? [16:11] It depends on a few variables, but honestly, as often as you feel comfortable, if once [16:18] a day is something that kind of, or maybe as often as you feel slightly uncomfortable, maybe [16:24] that's a better thing to say, because I think if I say as often as you're comfortable, [16:27] people like, once a year is going to do, that'll work for me. [16:30] You know, once a week, that'll, that'll, that works, you know, so, but as often as you feel [16:35] comfortable, that you don't feel like you're forcing something. [16:41] If things are flowing from you, because you've captured them in the moment versus you've [16:45] created them when you had to sit down and quote unquote, create, then yeah, like LinkedIn. [16:51] And right now I'm in LinkedIn jail, hopefully soon, by the time this comes out, I'll be out [16:55] of it. [16:56] Basically my VA logged in while I was in and they were like, oh, you can't have them more [16:58] than one user. [16:59] And so I've been in, in LinkedIn jail for two weeks, hopefully we'll be out soon, hopefully [17:04] by the time this goes out, we'll be, we'll be out of it, I think in the next day or two. [17:08] But there are days when we have scheduled content every day, one, two, three posts. [17:16] I think it's three posts. [17:17] So I think we went three to two, back to three or wherever we're at, but we have scheduled [17:22] content that goes out for me. [17:24] And these are me, you know, it's me on video. [17:26] It's me that something I did a while ago, it's whatever. [17:28] But then sometimes I'm just like sitting there and I'm thinking about something and I'm like, [17:32] you know what? [17:33] And I just will post it right on LinkedIn. [17:35] Sometimes I post it on LinkedIn an hour ago. [17:37] Oh, you're going to tell the other, you're going to confuse the algorithm. [17:39] It's like, I'm going to confuse the algorithm by posting twice in two hours. [17:44] No, it's not going to happen. [17:46] But sometimes they'll both pop off. [17:49] Sometimes the thing before will pop off, you know, like we don't know. [17:54] And people who tell you like people who tell you they know exactly how the algorithm works. [18:00] And they can guarantee virality are the same people that sell lottery winning number books. [18:05] So they're like the same camp of people. [18:08] Now are the chances one in 178 million blah, blah, blah, [18:12] a thousand that you'll be, that you'll get good, you know, response from your content. [18:17] No, but I put stuff out there and been like, yeah, I'll put this out there. [18:23] And it's just like everybody's like, yeah, I think it's like two people ping me [18:27] and they're like, I want to work with you. [18:28] And I'm like, and then I'll have something where I'm like, this piece of content right here, [18:33] and I think it might change humanity. [18:37] I mean, it comes from the universe has blessed my mind with this piece of content. [18:43] And I put it out. [18:44] And it's like, like one person likes it. [18:48] And that's Rochelle works for me and that's her job. [18:51] You know what I mean? [18:52] And I'm just like, what do you do? [18:53] So I think at the end of the day, it's more about consistency and it's more about flow [18:59] and systems than it is about one, two or three times a day. [19:04] Yeah. [19:05] And to point, I think a lot of people have to see something more than once. [19:10] So if they have to see it, what's the number now? [19:12] How many times would people have to see something before it starts to actually sink in? [19:15] I mean, it depends on what metric you're looking at. [19:18] But like in the sales industry, it's, it's 24 touches before they'll turn their head. [19:23] It used to be just in the last five years, it's doubled. [19:26] It used to be 12 touches. [19:27] And in the last five years, it's, it's, it's doubled might even be higher now [19:31] because I haven't checked it for about three or four months. [19:33] But yeah, it's roughly 25, 24, 25 touches before people leave and turn their head. [19:38] But here's the thing. [19:39] And I was thinking about this and maybe this will fit later. [19:42] I don't know, but content is a journey, not a destination. [19:46] I said this just a few minutes ago. [19:49] Some people on a journey, they want to get from point A to point B as quick as possible. [19:56] So they're going to hop in, you know, the fastest flight from New York to LA. [20:02] Now, some people, they like to take their time, they like to stop overnight here. [20:07] They stop overnight there. [20:08] You know, so we have to allow for the journey to, I've had some people who hear me on a podcast, [20:15] go to the website, call us, get a demo that day, sign up that day. [20:19] And they're in the podcast studio in three days. [20:21] It has happened. [20:22] I've also have some people that have followed me since day one. [20:25] And they're like, well, I've now read 800 of your daily emails. [20:29] And I've now, you know, watched 37 of your podcasts. [20:32] And I've now seen your website. [20:34] And I've now, I'm ready to

work with you. [20:36] And I'm like, finally, you know, so we don't know other people's journey. [20:40] And we have to allow for that again, we have to allow for humanity. [20:45] It's not formulas that wins business. [20:47] It's allowing for humans to find you in the way that is most comfortable for them. [20:54] And just disc profile both of those people, by the way, 10% for the first one, [21:00] 33% for the second one you mentioned, absolutely. [21:04] And you know, if it takes 25 touches and you're only posting once a day, [21:09] that's assuming you're posting the same content 25 times once a day. [21:13] I mean, that's going to take a long time for some people to start as you said, turning their head. [21:18] So everybody, everybody should have a core message. [21:22] So, you know, so it's 25 touches. [21:25] So everything revolves around that message, but it can't feel like it's the same like message. [21:32] You don't post the same content 25 times, right? [21:35] It's 25 like different touches. [21:38] And I know you have another question, but I want to give this illustration. [21:42] So just today, Rebecca, one of our show coordinators, she, [21:49] we had somebody fill out an application to work with us. [21:53] And we sent it to her and she goes, that's one of my leads. [21:57] I had been calling them for like a month. [21:58] They never pick up. [21:59] They never answer. [22:00] I think I've maybe got them on the line once and they were busy. [22:03] And then they heard a podcast. [22:06] And then they were like, okay, now I'm going to call these people. [22:09] I'm going to meet with them and I want to work with them. [22:11] So again, you know, you've got to have like all these different touch points. [22:15] Your site, podcasts, you know, email, social media, all of these different touch points [22:22] because certain people are going to only listen to some of those. [22:25] Certain people are only going to be reached by all of those. [22:29] And certain people are going to, you know, just stay along for the ride forever. [22:34] Yep, absolutely. [22:36] So somebody is trying to build authority over the next year. [22:40] What should they focus on? [22:42] They should be focusing on the message and the person they want to deliver it to [22:49] because if they are otherwise, you're just wildly driving in no road map, no direction. [22:56] You're just like, I hope I find a customer. [22:58] You're like, opening your car, you're rolling down your window everywhere. [23:00] You go, being some creek, are you my customer? [23:03] You know, some little, some, some teenager on the side of the road. [23:06] Are you my customer? [23:07] Like, you can't be that creep pulling up in a van and saying, hey, are you my customer? [23:13] Like you have to have a road map, you have to know your person. [23:17] You have to know the people you work with and then you have to refine your message. [23:22] But here's the thing that most people don't realize the message is already refined. [23:26] You don't have to create a whole new persona, a whole new messaging structure, [23:30] a whole new methodology to reach clients. [23:34] You have to take what is already refined, which is for me, just flapping my gums, you know, [23:40] just talking and you have to take that message. [23:43] And then you have to package it correctly for the right audience. [23:48] Beautiful. Well, it's time for our favorite part. [23:51] The moment we've all been waiting for, another quick lightning round. [23:55] Ready? Let's go. [23:57] True, false or true? Give me your gut reaction. [24:02] True or false, you should only post when you have something important to say. [24:09] That is false. Quality always beats quantity. [24:15] That is false. That is true. There's some nuance to that one. [24:19] Go with that. Posting every day will annoy your audience. [24:26] That is false. And listen to people that soldier that they don't understand. [24:30] They don't understand where we are and where we've been for at least 10 years. [24:35] Well, I just have to mention every social media does not push every one of your posts [24:41] to every one of your followers right there, makes that false. [24:46] Well, yeah. And we can talk about the algorithm and really geek out here, [24:49] but just ask me the next question before I go on another team to please. [24:53] Okay. A single viral post can build authority. [24:58] That is. I want to give nuance to it. [25:03] I'm going to say fruit because it's not entirely true or entirely false. [25:08] Consistency is more important than perfection. [25:12] That is true. [25:15] Okay. And if I only have whoops, I've got two left. [25:20] If I only have time for one post a week, I shouldn't bother. [25:26] That's not true. A little bit of something is infinitely more valuable than a whole [25:30] bunch and nothing. Excellent. [25:32] And finally, most professionals dramatically underestimate how much content they need. [25:40] That is very true. Very true. Okay. Well, thank you. It's funny to me. [25:45] Can I just say this? Yeah. We admire people who post a hundred times more than we're [25:52] willing to put like most of these people that we admire, the Bartlett, the GaryVee's, [25:58] the whatever, whoever they literally have people that they're like hundreds of [26:02] people that they outsource clip farming their stuff and they just throw their clips [26:06] out there constantly, constantly, constantly. And yet we say, yeah, but for me, my [26:11] content game is posting twice a week. No, it's not. I'm sorry. It's just not. [26:17] Well, thank you for that great breakdown, DM. If there's one thing to take away [26:21] from today's conversation, it's this authority isn't built by your next best [26:28] piece of content. It is built by showing up consistently over time. [26:35] This episode kicks off a brand new series all about authority in practice. [26:40] The systems, the habits, the content strategies that actually drive growth [26:46] because knowing why authority matters is one thing, but building it every week [26:54] consistently is something else entirely. It's not a theory or a framework. [27:00] We didn't record this just to hear ourselves talk. It's about how we actually [27:06] build authority for our network and for our 200 plus clients in the network. [27:11] And we want to help you grow even if you never work with us directly. [27:16] So in the next episode, we are tackling another big question. [27:21] Should you spend your time building your own audience or borrowing someone [27:27] else's will break down the difference between owned audiences and borrowed [27:32] audiences when podcasts, casting makes sense. And when it's time to build [27:38] your own media platform, if you got value from today's episode, make sure you're [27:44] subscribed. And if you want a deeper breakdown template and monthly reports on [27:49] topics like this, join our email list. We've got more than 45,000 [27:55] attorneys learning how to build authority online and reading our daily emails. [27:59] And if you want help building your podcast, your content, ecosystem, [28:03] and your authority system, you can apply to work with us. [28:08] The links are in the description. I'm Leann Lyon. [28:10] And if you want even more fun, check out our animated show building authority [28:16] through media where DM fights marketing villains as bam, ma'am. [28:22] Thank you for joining us and we will see you next time on authority matters.