The Content System That Actually Builds A Business

Most creators chase views. Smart businesses build systems. In this episode, I’ll show you how to create a content system that consistently generates qualified leads, grows your audience, and turns content into revenue—without relying on going viral.

Transcript

SPEAKER_00 0:00

What's good guys? Hope you're all doing well. In this video, I'm gonna be talking about the virality trap. Like, this is a mistake that a lot of people creators make, especially early on in their journey. Um, they chase views, they chase um vi viral viral content, and they often think high views is gonna equal high revenue. Now, the problem is with getting a lot of views, is a lot of these viewers might not be your ideal customer. So, really, 5,000 views from your ideal client is gonna be 500,000 views from random people not in your niche. Okay, so you know if views aren't the goal, what is like how are we actually gonna how are you gonna monetize the brand? Because I guess if you're making content, your goal is to actually make money from your content, or you have a business which you want to grow using content. So, really, you want to let's define what qualified reach is. You want to reach your qualified ideal buyer, okay? So your content should be educational, it should attract, it should position you as someone of authority in whatever it is you're talking about. So it should be well researched, you should it should be backed by experience. There's a lot of people, a lot of coaches online now who you know they claim like they're suddenly an expert. Like so many people are just AI experts. It's like, well, Claude came out like a few months ago, so how are you an AI expert already? But it's easy to lie, isn't it? But it gives you so much more authority and credibility if you can posit if you actually have real results for people. So once you understand that, you stop tracking the wrong metrics. So, really, the metrics that grow a business aren't like how many views you get, it's how many people actually watched your video and clicked. Like how many, how many people? Well, first up, look at look for the click-through rate. How many people saw the thumbnail and clicked? That's the first indicator. It's like how good is your thumbnail and title because without that nailed, you're just not gonna get views. The second one is how many people actually downloaded your lead magnet or booked a call directly from your video. Okay, and like how much this is really what's gonna generate the revenue from your content, like how many people actually how many people does that video drive to your call to action? Whether it's book a call, whether it's buy a product, whether it's download a lead magnet. So views are secondary to that. Sure, views are great. If you're getting views from your ideal prospect, great. If not, then you're gonna just kind of be wasting your time. So, how do you consistently attract qualified viewers? Well, you want to really have be honest about what the transformation you you are. So there's no point being clickbaity because people are gonna quickly uh click on your video and then realize, oh, this isn't actually what I thought it was. So there must be a clear congruency between the packaging, the branding, and then the actual content of the video must be of value as well and relate to what it is that the packaging was. You must understand your niche's specific problems and speak their language. Okay, so whenever you um start a personal brand, you really want to identify the niche you're going into. Pick a target uh audience, maybe you're passionate, and typically it's gonna be something that you're interested in. Uh, maybe you're interested in guitar, jujitsu, rock climbing, you know. If if that's been a hobby of yours for a long time, you're gonna understand the nuances, the top the type of people that are in that niche, um, from the clothes they wear, how they speak, music they listen to, um, their specific problems and pain points, their desires. Um, you know, you're gonna really understand this, and the more you understand the person on the other end of the video, the viewer, then the better your content is gonna be able to serve them. So, really solve specific problems to a specific niche, and then have a clear call to action, which naturally leads to your offer. Okay, so what could your call to action be? Well, it depends on what your offer is. You have to identify like what is the transformation that you are promising people. Are you providing coaching? Are you providing a like uh a marketing service, a done for you service? Are you selling a product, an app? You know, like different products are gonna need different call to actions, right? So I can't give a generic one size fits all answer to what should your call to action be, but it really you want to tailor it to your product. Uh, for me personally, for um I have lead magnets, which builds my email list, so I give away free resources in exchange for emails, build my email list, um, and then I also have the option for people to book a call, a discovery call, with me as well. So those two both work well for the niche I'm in, anyway. It might not work well for your niche. So, really, you want you almost want to distract the wrong people from clicking. You know, you don't want the wrong, you don't you don't want the wrong people to click. You only want to attract those ideal buyers. So let's say let's compare two hypothetical scenarios here. Video one, 250k views, broad topic, you got 50 email signups and two calls booked. Not bad, but from 250k views is really not great. 8k views from a highly targeted video may generate 200 email signups and 15 calls booked. So which one actually built the business? Like, if you most people say, Oh, like I get 250k views is way better than 8k, like 8k is you know underperforming, but really the that isn't the metric that should be um validating whether it's a success or not. So the system that compounds is really targeted content, understanding who your niche is, having a qualified audience, having a clear call to action, having a lead magnet, or a way for them to opt in to your email list or try your product or book a call with you. You have the email funnel, and then it ultimately ultimately leads to sales. So step one who is your niche? Who are you helping? Who do you want to be known for helping? And you don't have to like it took me a while to really understand and nail my niche down, and it's uh it's not something which you some people just know overnight. This is my niche. For me, it took a lot of trial and error to find the right niche. Once you do, understand your niche, and know who you're know who you're speaking to. Define who is exactly your ideal client, who is the avatar. Be specific, very specific about who they are, what they look like, where they live, how they dress, their age, their interests, you know, and the outcome that they want, the the pain, the problems that they experience, what they desire. Um, identify what really what they're struggling with, because that's going to be the the things, the topics you can make your content around, solving the problems that they're struggling with, and what's stopping them from getting there. Go to forums, see the questions that people are asking in those forums. These are problems that are real in that niche, and then you can make content around those, solving that. You know, Reddit can be a great place for this. So then define your offer. So by creating content, know really it's better to have your offer before you make the content. Otherwise, you're making content and you're not, it doesn't really have any intent, you're not driving it to anything. So, really, every piece of content should naturally move someone closer to the service that you're offering, consulting, your product, your course, your service, whatever it is, like without an offer, content um it can generate attention, and sure, like if you're getting loads of views, you might get sponsorships, but without a clear offer, it may not, it probably won't lead to revenue. Okay, so once you've established that, then you want to build out your content pillars, identify um the the topics and the format, the video formats which you're gonna create content around. So I would recommend choosing between three to six pillars. One great format is education, so like how-to frameworks and tips. I use this a lot. Um, stories, talking about personal experiences, this helps build trust and relatability. Um, then transformations, case studies, these are probably the best at actually generating revenue. You show a real client result and transformation, client wins before and after. People love a transformation. Everyone, every business should have transformation and case studies in their content. Um, and then two others which you can add are like opinions, in industry insights, more like authority type content, and then the other one could be uh behind the scenes. You know, I would definitely position education stories and transformations above those. If you're only gonna have three pillars, have those. If you want to have more, you know, add authority and behind the scenes in there as well. So this gives you variety in your content, it means you're not making the same style video over and over again. You have a bit of uh a bit of a range there to keep your viewers interested, and then create your CTA, create your lead magnet. So every every video should answer what is the next logical step, you know, what do you want them to do? What is the action? And you only know this if you know what your offer is. You're some examples could be download your lead free lead magnet, join your free newsletter, or just go and watch another video. YouTube is great because it allows you to uh have end cards, so you can say if you enjoyed this video, I think you will like this one as well. And then they can binge your channel, they can binge your content. So, another one could be book a strategy call. This has worked well for me. Like, I've booked a lot of calls through my YouTube content, through my educational content, my authority content. Um, and yeah, it can work well, even with low views. You know, you have the right targeted message, and you're solving a problem for a specific person, even with less than a hundred views, you can book calls, you just need the right person watching your video. So, this is why it's so important to understand your ICP and your ideal customer, then build systems and automation. So, this is something which I've started implementing in the last year, maybe even less, maybe just the last six months. And this is how you get distribution, this is how you save yourself a lot of time because when you're like at first, you're putting a lot of time into editing, ideating, distributing across platforms. So what I did was I hired a video editor. Um, I still edit my long form videos like these, they're completely raw, but some of my like talking head videos are you know edited of B-roll and stuff. Um but I get my editor to repurpose my long form content into shorts and put them into a Google Sheet. Okay, I then built a content repurposing system which allows me to take one of those shorts which she edits and then distribute that across five different platforms every single day, and it doesn't just post the same thing to every platform, it customizes the headline, whether it's for YouTube, whether it's for Instagram, TikTok, writes a LinkedIn post. So it doesn't even post the video to LinkedIn, it writes a text LinkedIn post. So it's native to the platform. So this means I don't need to spend hours editing videos, my VA can handle that. I don't need to spend all this time every day actually manually posting the videos and remembering to do it as well at the same time every day. Um, it's just automated, and umations really can save you so much time and make you a lot more consistent as well because um you have to be realistic with the amount of time that you have available to put into this, like content and building a personal brand is a long game, so consistency is really what matters. Obviously, quality is very important as well, but it's better to post consistently one to two times a week rather than posting six, seven times a week and then falling off for like three weeks. Uh, some things which save me a massive amount of time, obviously, we're hiring a video editor to help edit my shorts and then creating the on content automation system. So that ultimately summarizes it. Like, if you want to build a personal brand now, sure you can chase you can chase views, but then I would really only recommend that for people in like an entertainment niche. Uh, if you're offering a service or a product, you want to make views, sorry, you want to make videos which solves uh specific problems for a specific avatar, and then your product or service is the bridge, it is the solution to that. Okay, so if you need any help ideating, coming up with your niche, identifying your avatar, uh coming up with content ideas, then feel free to book an intro call with me below. I'm happy to share uh any of my knowledge with you and help you out there, whether it's uh the automation systems, whether you need video editors, uh, just feel free to book a call using the link in the description of the video. If you found this video useful, make sure you hit subscribe and I'll see you on the next one. Peace out.