Why Neil & Eric Are Going Harder on Written Content Now

0:00All right, so we're going to talk about why we're going 10x harder on written content now. So Neil, you want to share your story? Sure. So if you look at Eric and I, what we're doing on Twitter, we're going much harder on written content. We're posting more frequently. We're not using EAs or chat GPT. Him and I are actually creating a lot of our own content, technically all of our own content and posting it on places like Twitter. The reason we're doing this is it's easier to create written content. You know, I don't know how long it takes you, Eric, but typically if I want to put a tweet, it takes me no more than five minutes.

0:35to think it through, gather the data, et cetera. I do have a team, so some of that helps cut down on some of the time. And the team may feed me some stats, and I know you have one too. But when you look at places like Twitter, you can crank out written content multiple times a day, and you can quickly see what's getting traction and what's not. What Eric and I are then doing is then taking that written content, the ones that are doing extremely well, and then creating video content. And the reason we're creating written content first is it's easier. Creating video content, you may think it's easier because you just take out your phone and record, but you got to edit it.

1:13You got to make sure the punchiness is there, the tonality is there, the emotions are there. It requires a little bit more work, actually quite a bit more work. Even setting up lighting, I don't know about you, but when we set up lighting to record, sometimes it takes the guys 15 to 20 minutes to set up lighting. And there's typically two or three people that are helping set up the lighting. So what we tend to do is focus on written content, figure out what's working. And when we say written content, we're talking about small, condensed written content, maybe 200 words max. You then take that, whatever's hot or on fire, in other words, performs better than your average post on, let's say, Twitter, you then take that and you can extend and create a blog post from it.

1:56You can then take the hot ones and then create video content from it, shorts and long format. Now you have content for YouTube, Facebook, Instagram, the list goes on and on. But that's a playbook we're running. And it seems to be working exceptionally well. And on certain social networks like LinkedIn, what we'll do is we'll take the written content that's hot on Twitter, create a video from it, upload the video with the written content on places like LinkedIn that like both, and then post it and see how it performs. Yeah. So the other reason why we're going harder on X and LinkedIn right now is because there's good organic reach on both.

2:34And also most people don't know this, but Neil and I are actually more native writers than we are video creators, for example, and more podcasters. That's how we actually cut our teeth in the beginning. And I will say that wherever there's good organic reach, it makes sense for us to attack it. We just weren't attacking it with full intentionality, I believe, in the last couple of years. Now even we're just getting started again. I look at Neil's post. I look at my post. It's like, okay, like sure, you know, before Neil, maybe mostly his post would get 5 ,000 views or so, which is decent, right?

3:07Now they're getting anywhere from 10, 15, 20 ,000 plus views, and it's just getting started. Once he, I think we have this theory that there's like a, you know, the algorithm needs to start to trust you again, right? Once it starts to trust you again, it'll start to give you more reach. just like it does with same thing with YouTube, right? So that's another big reason why we're putting more effort into it. And then to Neil's point too, so we talked to our mutual friend, Alex Ramosi, that's where he gets, he just will spit out his stream of consciousness and then whatever tends to work, he'll then make into a longer form piece and then maybe he'll chop it up for shorts or maybe he'll even create a native version for LinkedIn as well.

3:42And that's how you can approach Omnichannel from a more intentional standpoint. But you also have to reconsider what you're really strong at. for us, we've been pretty good at writing in the past. It's just we've gotten lazy with it. Yeah. And we also believe like what Eric said to double down on it. It's like the Google sandbox, right? People used to talk about that years and years ago. Sometimes you got to do quite a bit of work and it just pays off maybe not a month or two down the road, but three, four, five, six months. And that's what we believe with a lot of these algorithms. And we've seen it.

4:15They're all very similar in which if you continually post crap content, which Eric and I are both guilty of, right, just posting links and being lazy about it, then when you post good stuff, your users aren't engaging because they're used to seeing crap. So it takes time to warm them up, get them to engage again. And once you get more love from your users, then you'll start, you know, seeing the network effect of your content really spreading. It's also important. The other thing we'll call out here is that in general, if we're talking about like a pound for pound basis, there are a lot of smart people hanging out on X.

4:50Now, probably the smartest, you have billionaires tweeting, right? You have these hedge fund people tweeting, right? And you have entrepreneurs tweeting and it's kind of, you have the best of the best. And at least that's from my perspective and LinkedIn, you have a very B2B environment as well. So as long as there's good organic reach and it's reaching the right people, it makes sense for us to spend time on these platforms. Again, we just haven't been as intentional as we would have liked to be. Yep. So go out there and we recommend that you highly do this for 2024. Spend way more time on written-based content and short-form written content because it'll tell you what's gaining traction and then what you should turn into long-form content as well as short-form and long-form videos as well or even potentially podcast episodes.

5:36All right, that's it for today. Please don't forget to rate, review, subscribe and we will see you tomorrow