How to Produce Content at Scale With Podcasting, Content, and Webinars

0:28As a side note, how often are you going on podcasts every week right now? hours and I have enough content for if I record for two hours you have enough content for two weeks clips that's like one per day so 14 you're long form and short how many short forms are you getting out per day one so yes you're yeah you're doing 14 in that session yeah that's a lot yeah and two long form but I don't do the short form I just do the long form and they take the long but the script is planned for short forms to be taken out. So instead of using the Opus or be like, what are the good sound bites? Literally the script is written where we already know what short forms we're creating from that, that we're pulling out from that long form.

1:09Do those do well for you? Like not as well as me just filming short form Or it's native. Content, yes. And we do have script for it. I just haven't had time to record. I'm focusing more on scaling it out and just doing a long form a week, a short form every day, a chart every day. And we're happy with that frequency. Yeah, you know what's funny? And then speaking in person at conferences. You know what's funny? For you, you actually posted something on Twitter the other day about how this is what leads to short form success. A really good hook, a really good story and something else, right? Like a couple other things.

1:44And I think you know this intuitively too. If you just focus on a native post, it's going to do a lot better. but you know on like i don't think you need to and you know this too because on average your videos are getting anywhere from like 15 to 35 000 views or so that's already plenty good right on youtube on your instagram reels uh yeah we more so like focus on youtube because we see more qualified leads from that's what i'm saying than instagram i don't think instagram reels drive a lot of leads anyway so there's no need yeah like it's just air coverage that's the phrase that's you bingo you're right we we look at it as like air coverage and we need to be on there but it's funny our ratio like my usually whatever reel i publish is like one to two thousand views on average um and so it's it's it's like it's like a fault i i do think instagram does look at followers a little bit because you have 629 000 i have like 100 000 yeah it could be i just more so focus on i'm like guys how do we just do better on youtube and linkedin we just ran our first um webinar experiment yesterday where we spent to drive okay um so i'll share some some share some results um so we we use stream yard which i got from from neil we used to use restream so we started using stream yard and so we streamed to my instagram we streamed to youtube linkedin and everything and do you like stream yard i do i like it's more reliable from what we find i like it have as many areas but i think we're missing some things where like you can't like i don't think you can do this the qr scanning yeah we do you can uh i don't know if we can do uh it doesn't show the counter of how many the reporting is not good yeah so that's that's what i think is missing So we might use a tool called SQL.io.

3:17You can search it up. SQL. I'll take it out. So they, cause they might actually do a deal with us and then maybe you guys can get hooked up for the deal too. But a lot of B2B SaaS companies use SQL, but anyway, StreamYard's great. So we spent$5 ,000 on this webinar and we got 800 registrants and the high point concurrently was maybe 250 or 275 people. We'll have to take a look, but we did get, But it seems we got at least, I want to say at least 10, if not like 15 qualified leads from it. These meetings still need to happen though, because this webinar was done yesterday. And then I would say the offer that did well was the ClickFlow offer, which is 25 ,000 free words, right?

3:59That offer did well, but also people signing up for like a free AI marketing consultation, which is still a proposal anyway. That got a few as well. And so, so far we're like, oh, that's, that's actually pretty good. Let's, let's start to hit this a little harder. And so 5 ,000 bucks, if we get, if we even break even on this one, great. And we'll just keep running them, but you don't need to spend, yours a little different. Your, your, yours is, you need 5 ,000 registrants, 5 ,000 registrants and you'll make 400 grand, right? Is that what it is? Uh, no, not 5 ,000 registrants. 5 ,000 attendees.

4:32I think it's attendees. I could be wrong. Which is a lot, by the way. I'm pretty sure it's like attendees and not registrants. You speak to it for a second. I'm going to do the math on this real quick. Yeah. But our average, when we have a webinar that hits, we typically will get at least 10 ,000 registrants. I don't know if we've ever hit 15 ,000, but we can get like a solid like 10 ,000 plus registrants. You know what's funny? Okay. So on the math for this one, because our CPA was 8.5, right? So you pay$85 ,000 to do one webinar. Each webinar would typically cost, if Neil had to pay for this, you'd pay$85 ,000 for it.

5:10We would not spend$85 ,000 too much. We tried running ads to webinars. You did. We find that it works out decently well. But you don't need to. Yeah, we have so much value. Neil has a lot of organic traffic, so it goes to his email list and he just drives it through there and that works. And then I call the salespeople or some of the people on the sales team. I'm like, did you guys go prospect to start looking through all the people registered? No, there's too many. I'm like, okay, no more budget for paid webinar ads. Yeah. Which it makes sense for me because my email list is not nearly the size of yours.

5:37It's like minuscule. But this is a great way for me to drive not only email signups, but registrants too, and to keep it going because it's like a fun event. And then I think we're going to have guests coming in. So you're welcome to come at any time. But I think having guests come in, making it entertaining and all that, it's a fun thing. Because I do think people look forward to it too. Yeah. Webinars are fun. Yeah. But sometimes, my team will put me on virtual speeches, and I appreciate them making the effort. And sometimes people will pitch us, we got to get better at this. They're like, oh, you're a direct audience.

6:10We have X amount of community and all this kind of stuff. And then I'll show up, and I'm like, so this is only five people on here. Oh, no. I'm like, oh, cool. There goes the hour. I'm like, very bad use of time. Yeah. And my team's like, sorry, didn't know. but like sometimes people pitch us and they over exaggerate. You know, like I had one of events, I spoke for free in Florida and there's like, we're the largest home service marketing event. You know, like we have big events, like, you know, up to a thousand people. These are all business owners. To a thousand people. So it could be like one person.

6:44No, but they're just like, you know, they're like usually 600, 700, maybe up to a thousand. But they're just like, that's roughly the size and it's all your ideal buyer pool. And I speak and I'm like, there wasn't even like 40, 50 people in the room and it was all mainly agencies and providers. I was like, cool. Great use of time. Well, you know, I mean, at least you get the clips, right? For content. We don't even care for the clips from that kind of stuff. Yeah. I mean. Because we have enough clips and content. Like, what am I going to do? Start posting two, three times a day for short form clips?

7:20I could. I think so. I think so. We've tried it out. it doesn't get that much more engagement. I don't know. I just look at it as a slot machine. I want more at-bats. Yeah, that's true. I want more at-bats. Because you never know, like, okay, I could just be talking about a discount. You talk about a discount, 8 million views. And then I might talk about like an Instagram hack, 500 ,000 views. I'm like, you just never know what's going to hit. Typically for me, the posts that hit drive the least amount of customers. Yeah. But remember I told you, I was at this YPO dinner and then four people came up to me and said they saw a video.

7:51And I was at a conference and three people said they saw like a short form video. But did any of them purchase from you? Absolutely not. Exactly. But sometimes I'm just saying in that big pool, you might get some of the right people. And sometimes I'll say my cousins at a family event, I'm like, oh, I saw your video. I was like, oh, that sounds good. Makes me feel good. But no revenue. No revenue. No revenue. And this is why you went from doing content that makes you feel good to content that produces ROI. I don't need the views anymore. You know, let's talk about this real quick. Go ahead. No, no, but let's go back.

8:19Yeah. Your webinar. you paid for it to get people on there. Yeah. Generated you revenue? I think it's going to generate revenue. Okay. Will people come up to you and be like, I saw you on this amazing webinar? No. Exactly. Yeah, exactly. What would you rather have? I'd rather have the revenue. It's cool. Like, okay, so this is what I want to talk about. I have a topic here and then we can move on to one of yours. But the question is what level of fame is worth it, right? Right. So, you know, I would say you and I, I would say in the marketing niche, maybe I'm like, you know, a B level star. You're an A level star.

8:55OK, let's just call it. I don't know if I'm A level. I think so. You get noticed a lot. Right. When I go to a conference or you go to a conference, we get noticed and people ask for pictures and things like that. Like it's nice. It's a nice dopamine hit to get noticed at a conference. Right. And say hi. Like I'm very grateful for that. Right. Right now. But the question is, if you're super famous, you get noticed all the time. Like if you're like Logan Paul or something like that, it starts to become a nuisance. Right. So the question is, what level of fame is worth it? So I would consider in the marketing world or business world, Gary Vee would be like an A.

9:25Yes. Okay. You're A for sure. No, I wouldn't say I'm A. Okay. But let's just go with Gary Vee. I've chat-C-PT'd this before. I said, who are the top? Okay. So let's go with Gary Vee being an A, right? the amount of times he must get hit up when he walks down the street must be irritating for sure okay uh so mike and i were discussing this i don't know how many more months ago and he's like he's like dude one day you know he's just like would we ever you know sell the business if we have a right offer and i'm like yeah i'm like we don't really discuss but he's like do you know what would be amazing for you if you ever sold 100 % of this?

10:07He's like, not a portion, but 100%. And I'm like, what? And he's like, how stoked would you be that you would never have to create content again or post on social media? I'm like, dude. A thousand percent stoked. A thousand percent. He's like, no one would know who you are. You would fade away. I'm like, this would be so amazing. And I would be ecstatic with that. You do get noticed on the street. Yes. Yeah. And so, you know, and I would say at a conference, you get noticed more and then you get stopped. And then sometimes we talk about because we'd be walking and you start to get irritated over a period of time because it's too much.

10:40Right. And you're grateful for it. I'm very grateful for people. Without them, I wouldn't have a business. I'm not actually, the conference part doesn't irritate me. What irritates me, and I'm still really grateful, is I take my kids to a play place and get two, three people hounding me. And I appreciate them, but then my kids get pissed off that I'm distracted instead of me spending time with them. that's for me um where it starts getting a little irritating conferences and stuff like that i don't mind at all when people want to ask questions i'm happy to answer as many questions as possible the only part where it gets irritating for me at a conference is if i have to be on stage at a specific time and i tell someone that and they still want to talk to me and i can't actually be late when i'm going on stage and i had to tell them that hey i can answer after or whatever and they're like, oh, no, no, no, this is really quick.

11:42That part, like, I get it. They want their feedback. But, like, I also contractually cannot miss going on stage at the time that I'm supposed to be there. Yeah, I see that. So I have to say no and I feel like a prick. And then I'm like, man, I wish they were just some people would understand that I have to go on stage. But I'm like, and I'll give them my phone number, email. I'm like, gladly willing to get on the phone or whatnot. And I did that at Web Summit. I was at Web Summit in Toronto. And I had to leave, not because I was on stage, but I had to leave to go to the airport, right? And this guy was like, huge fan.

12:19I just have some questions. I'm like, dude, I hate to do this. I'm changing. I changed my flight right then and there to get an earlier flight because, you know, some of my interviews, one of my interviews bailed on me. So I was like, wait, there's an earlier flight. Let me just switch everything up. And then, you know, my team was like, oh, you're going to have to go. economy i'm like who gives a crap i'm flying from toronto to sf it's like a two hour flight i'm like i don't care if i'm in the middle seat just get me there sooner so i can hang out with my sister and my niece and nephew i haven't seen him in a while right i'm like why wait three extra hours and the guy really wanted to pick my brain and i'm like what's your phone number so then when i was in the taxi cab getting to our uber getting to the airport i gave him a ring he didn't answer And then I texted him.

13:09And then he's like, oh, I didn't know it was you. I gave him a ring. He's like, oh, I'm busy now. Can I call you back in an hour? No, no, no, no. No, no. I picked the phone with him in an hour because I was at the airport. I answered all his questions. And then I gave him some action items on what he should do. And I told him, once you do it, follow up. And I'm looking at you next steps. Although he never followed up with me after taking action. The way he should have jumped at the opportunity to take the call with you if he was such a big fan. And then it didn't seem like he was serious about taking action.

13:41Yeah, he didn't take action. That's what I mean. I told him, once you take action, just give me another call back. But going back to this, okay? So the level of fame. It's cool. You know what's cool? When I'm getting on a plane and the guy at the gate recognizes, oh, you're Eric Su or whatever. Or maybe I'm walking. Say it because Sayed flew over. We're at a coffee shop. And this guy's like, this huge guy, right? He's like, sup, Eric? And I'm like, hey, I know what to say, right? But like, that's fun, right? To get noticed like with your friends or whatever. If you've ever built a website, you know how tough it can be to keep a strong design while ensuring site performance is fast.

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16:28That's intangible because the thing is when you go, when people like are, you're trying to recruit people, people know who Neil Patel is, right? It does help from a recruiting step. Or it hurts because some people hate me. Okay, but yeah. Remember at the last event, someone said I murder people? Yeah. Okay, so you can be polarizing, but some people really love you. Some people might really hate you, right? You agree, right? But you've also said before that, okay, if it helps you recruit people, a lot of these people bring clients and they bring people with them too. So it's this thing that stacks, right?

16:57And then it also does help you. Sure, some companies don't care, but at least you get thrown into RFPs, right? So I do think from a measurable standpoint. My personal brand does not help us with RFPs. But it helps with recruiting. It helped in the early days. It doesn't help really at all anymore. So a lot of people that join don't know who you are? a lot of the people who join don't care who I am because they're executives and they're seasoned from other agencies. Because in the world of AI, you need, as you know this, less grunt workers, more high-level talent. They really care about who they're working with, who they're reporting to, knowing them for many years, and comp.

17:31For sure. But if they like a Gary Vee or if they like a Neil Patel for it, it definitely helps, right? And so I think the measurable piece is for sure at least 10 million, but I think there's probably a little more than that. 10 million definitely measurable. There's probably a lot more that's measurable if we accepted the revenue. So like I don't take most speaking gigs and I don't care how much they'll have to pay. I just turn them down unless we think it's a good fit for not just our brand but for also potential customers. We also turn down brand promotion deals like where I'll be a vandalist for a company or take shares in a company.

18:15You still do that? No, I turn it all down or like post on social media and get paid. Don't care for it. So when you look at, or like book deals, I turn down pretty much all people who hit me up for book deals. I think you have scar tissue from that. Yeah, I don't even respond to them. And like, I can go get like a half a million bucks in advance, maybe more. It's not worth it. You make way more from your business. But I do think my main point is at least$10 million is measurable, but I do think you have some intangibles that's a little bigger than$10 million. Yes, but I think where you and I are different on the branding side is, I've been doing this longer for you.

18:49Than me. Yes. So then I've been used to for so many years of people saying hi, hello, and wanting pictures. Where for you, you've been having this for years as well, but it's been getting bigger and bigger. Like I texted you the other day when I was at that hotel in San Diego. Yeah. And the person's like, he's like, you're Neil Patel, right? And I'm like, yeah. He's just like, I know you. He's like, you're Eric's friend. I'm like, I follow Eric and I've seen his ads. That's so funny. And I was like, yeah. I'm like, Eric and I are really close friends. And he's like, cool. He's like, dude, I'm going to pull up your car and just park it out front and just leave it here.

19:28I've learned so much from Eric. I just want to show my appreciation. And I told you, I tipped him well. I was really stoked. Thank you for tipping him. Thank you for tipping him. Yeah. And I was like, I was stoked. I was like, cool. Yeah. And then I was like, because he's like, are you leaving now? I'm like, no, my kids are making some bracelet thing because they have like some activity. And he's like, dude, just leave everything here. I'll load the car. I'll just leave it out front. Take as long as you want. And I know if you didn't leave it out front, I would have to wait like an extra five, 10 minutes.

19:55Going from San Diego to LA around one o 'clock, you're going to get traffic coming back. It would take you forever. Yeah. And it was already our two-hour car ride turned into a three-hour car ride because of traffic. Was this the Odyssey? No, the Bentley. Okay, got it. But EO's is really nice. I tend to drive the Odyssey. It is my favorite car. And it's really funny because I was at, where was that place? I took my kids this week. They don't have school or summer school. Legoland? No, well, that was in San Diego. But yesterday I took them to Century City. Oh, the mall. Yeah. So then I took my wife's car because my car doesn't have two car seats in there.

20:33One of the car seats broke, so we're waiting for another one. hence we didn't take it to San Diego. So then going to Century City, the guy's like, you got a really nice car. And I'm like, no, no, no, no. This is my car. This is my wife's car. He's like, if this is your wife's car, I can't imagine what your car is. He's like, you got a Bugatti? I have an Odyssey. And I'm like, guess again. So then he's like, Ferrari? I'm like, nope, Honda Odyssey. And he's just like, wise man. And then I told my wife this story And he's like, you're making me look bad. He's going to think that, like, I just spent all this money.

21:09And I'm like, I'm like, no. I'm like, well, if he assumes that he assumes that because the only reason my wife has this car is because I got it for her. She can get it on her own as well. But the first Bentley I got her was a Christmas gift and it stayed in the garage for two weeks before she even drove it. And the first thing she said is, why did you get me a car? My existing car is only like four years old. it still works. Yeah, you have a lot of cars. I don't know why you have a lot of cars. No, I only have two cars. You used to have a lot of cars. I have a lot of cars. Yeah. I've sold most of the cars.

21:41And it wasn't even like you're a car person. But okay, but going back to this, as we talk through this level of fame thing real quick, I think my conclusion here is the level of fame is worth it if it helps you recruit amazing people. Yes. Ultimately, by the way, I've gone to the Bill Gates section of that$500 book that I was talking about. Bill Gates is like, we just got really lucky with people. Everything is about just people. Yeah, he had amazing. Amazing team. Amazing. He's like, I just got like, he's like, when he's interviewed, he's already super like billionaire already in the mid 90s.

22:10He's like, I still work 12 to 15 hours a day, but without my people, I'd be nothing. Yeah. Yeah. I do agree. Like Mark Zuckerberg trying to poach these AI specialists. I believe he himself is making the effort to recruit these people. He's calling them. It's, it's, dude, these are like, you'd read about MBA level contracts all the time, but these are like$300 million deals, a billion dollar deals, and people still wouldn't join. Yes. And I think the Zuck style of doing business is more my style than Elon. I think Elon version is much harder. But I'm big on, if I look at my business and why I've done well, it's all people and systems and process.

22:45Yeah. You like deal making. You're similar to the, you know, we have another person in the country that likes deal making. Yes. I'm more, if I had to pick my entrepreneur type, I'm more of a private equity guy than a creator. Yeah. You're a deal maker. And who else likes doing deals? are you talking about the president yes the president likes doing deals right but that that personality i'm not saying you guys are the same people like they like pushing to get deals done right versus i think elon i don't think that's in his personality like he likes like no he's just like i'm just gonna do it so yeah anyway that's it for today guys and uh we'll see you tomorrow