Where We Would Start From Scratch

0:00So we are going to talk about what we would do if we're starting from scratch. stage so i just want to let everyone know those of you that aren't watching on youtube right now you should because i'm going to show a special pillow neil and i have come a long way we've been doing this content and business game for a while and neil and i recording again and i found this i've had this pillow i got this for white elephant what my team used to do when we had the office in la is we do white elephant and someone would make like a pillow or someone would make like a puzzle and it always have your face and my face on it i don't know why they did it but i still have the pillow over here so you can subscribe to us on youtube and you'll find it jokingly i was asking eric i'm like do you fall asleep on the pillow every single night on my face and he's just like yes anyway he said no point is we want to talk about what we start what we'd be doing if we're starting from scratch because your times have changed obviously but i don't think the premise of building your own media mode and building your company has changed at all and we're very grateful because we wouldn't have been able to build the companies that we've built without creating content.

0:59You and I first started with text-based content when we were starting off. Would you start off with text-based content today? No. What would you start off with? Well, no, no, I should caveat that because LinkedIn and Twitter are text-based. Yeah. And chat GPT helps scale it out much quicker these days. Content format, what would you start off with today? Okay. Let's preface this with saying Neil and I, our main business vehicle is still a service business. It's an agency business. Yeah. But it doesn't matter for B2B, B2C, it's same thing to build I'll just say for me right now, if I were starting from scratch, I would do a lot of LinkedIn and Twitter.

1:31So a lot of text based. If I was starting off, I would actually focus almost all my energy on videos. And you do YouTube or shorts. I would do long form videos, then have someone slice them into shorts. So that way I don't have to record twice. And then I'll have them take the long form videos and also just strip out the audio and turn it into podcasts as well. So let's both give our reasoning. You go first. The reason I love videos is it helps me build a better connection with my audience. I've done text for so many years, but what's really helped me build an audience wasn't actually blog posts.

2:06It's technically a combination of omni-channel, like leveraging all the channels. But it was when I started doing a ton of in-person speaking at conferences and meeting people, that's what really helped me build an audience more than anything else, especially the loyal followers. and what I found is video kind of gets me there. The problem with speaking is you got to end up traveling, go to different places. It takes a lot of time and you waste a lot of time just on a plane. I waste more times when I'm speaking on a plane than I actually do at the venue wherever I'm speaking. And what I found is video, it doesn't have the same effect, but it has somewhat of an effect that's decent enough and I really do believe it's the best form of content.

2:48and dude, you're reading an article today, which reinforces this. How much Facebook's content is short form video now? We actually made an episode on this. We both forgot. It's 92 % of Facebook content is real. That's right. So majority of the content that people are watching on the web is short form videos, whether it's on Facebook, whether it's on Instagram or whether it's on TikTok, even on LinkedIn. Dude, I'm seeing so many people post up their short form videos on LinkedIn and they're doing extremely well. Even YouTube, shorts, right? If you look at the Hermoses and Cody Sanchez, they both or they all do well because at least on YouTube, because of short form videos.

3:28Now, when you look at Mr. Beast, and I know you pay for the$8 a month, he still gets majority of his video impressions more than 60 % from the longer form videos. I'm pulling it up right now. I'm not mistaking. Keep going. I think it was 30 something percent was a short form videos. 60 something percent was a long form the last time we looked at it. You said 67 %? 60 something. Yeah. So 64 % is long form, 35 % is shorts. Yeah. Yeah. But either way, shorts do really well. And I'm not saying don't create the long form content. I'm actually saying create the long form content and slice and dice it.

4:01And then now you have short form content and audio for blog posts. And you can end up putting the transcription of it into chat GPT and have them whip it up into a blog post. That sounds great. You know, it's funny. I think we're actually kind of saying the same thing because the example I was thinking about for LinkedIn, the reason I picked LinkedIn and Twitter to start was because I would want to post-produce my videos and put it on. So there's this guy on LinkedIn. He built an agency. Supposedly they got to maybe$19 or$20 million really off the back of LinkedIn, and he built his audience there.

4:30I think he's got 300 ,000 or 400 ,000 followers, and whenever he posts something, there's always a video that's tied to it on how he thinks about pipeline generation, revenue, demand, or whatever it is. His name's Chris Walker and smart guy. And he's always got like a five minute video that's there. And then there's like a long form piece that's tied to it. That's how I look at it because a lot of A, LinkedIn organic reach is strong. B, the video, a video is like a picture is a thousand words. I think a video is like a million words, right? So you get to build that touch point with people. Yes.

5:00And I would just keep doing that all day. So short answer is like, we've talked earlier a couple episodes ago about how we love doing podcasts, a live aspect, and then you can chop it up. And then you just go attack the channel that has the strongest organic reach that's relevant to where your audience is hanging out. Totally. But yeah, that's how we would end up starting from scratch if we were starting today. Oh, and we were trying to do a lot of it with AI and contractors instead of full-time employees because it's actually cheaper when you're starting off. Yep. And we're going to see a lot more of that trend moving forward.

5:27So that is it for today. Please don't forget to rate, review, subscribe. Five stars, please. Also, if you're interested in applying to the event in Beverly Hills, levelingup.com slash founders. And we'll see you tomorrow. Thank you.