01:00:00:00 – 01:00:05:17 Speaker 3 a content calendar is like a production process of managing a bunch of mechanics. 01:00:05:17 – 01:00:07:02 Speaker 2 that’s not a strategy. 01:00:07:03 – 01:00:08:21 Speaker 2 That’s a repurposing 01:00:08:21 – 01:00:09:17 Speaker 2 process. 01:00:09:17 – 01:00:11:02 Speaker 3 A content strategy 01:00:11:02 – 01:00:14:01 Speaker 3 is a purpose driven, mission driven message 01:00:14:04 – 01:00:22:19 Speaker 1 Most of you listening have a content calendar, but no real content strategy. And that’s why you’re exhausted, burned out, and still feeling invisible on social media. 01:00:22:19 – 01:00:26:00 Speaker 2 There’s a difference between going viral and converting into customers. 01:00:26:01 – 01:00:26:11 Speaker 3 Exactly. 01:00:26:11 – 01:00:37:15 Speaker 1 We break down the difference between just creating content and creating content that actually converts, showing you what keeps entrepreneurs busy versus what our top performing clients do to turn content into customers. 01:00:37:15 – 01:00:41:19 Speaker 3 you’re most powerfully positioned to serve the person you once were. 01:00:41:21 – 01:00:46:05 Speaker 1 Ever wonder what it actually takes to build a reputation that generates revenue? 01:00:46:08 – 01:00:50:20 Speaker 1 Rory and AJ Vaden are the powerhouse duo behind Brand Builders Group, 01:00:50:22 – 01:00:52:17 Speaker 1 NYT bestselling authors 01:00:52:19 – 01:00:58:12 Speaker 1 the personal brand experts who have helped some of the world’s most influential leaders scale their personal brands. 01:00:58:15 – 01:00:59:04 Speaker 1 Now 01:00:59:07 – 01:01:00:12 Speaker 1 they’re pulling back the curtain 01:01:00:12 – 01:01:01:21 Speaker 1 on how to capture attention, 01:01:01:21 – 01:01:03:08 Speaker 1 build massive trust, 01:01:03:10 – 01:01:06:05 Speaker 1 turn your expertise into a lasting legacy. 01:01:06:06 – 01:01:13:06 Speaker 1 Get ready to elevate your influence and your income. This is wealthy and well known. 01:01:13:08 – 01:01:17:12 Speaker 2 Most of you listening have a content calendar. Or at least 01:01:17:14 – 01:01:33:14 Speaker 2 some part of one. The challenge is that many of you have zero content strategy, and that’s the reason that most entrepreneurs are exhausted, burned out, and at the end of the day, still feeling invisible with all of their efforts on social media. 01:01:33:16 – 01:01:33:23 Speaker 3 Yeah. 01:01:33:23 – 01:01:43:14 Speaker 3 So we’ll talk about that on this episode and some of our philosophies and strategies around creating content that works in today’s era and market so well. 01:01:43:14 – 01:02:09:11 Speaker 2 Here’s where I think we should start, because I have so many conversations with so many individuals who are just frustrated, overwhelmed, and quite honestly convince themselves that they can’t get customers on social media. Yeah, they’re like, this doesn’t work. It’s not working for me. Like, I literally had a conversation with one of our clients less than a week ago that was like, I’ve been doing exactly what you said for two years, and it doesn’t work. 01:02:09:12 – 01:02:27:04 Speaker 2 I haven’t grown, I haven’t gotten one customer. And my first response is, well, then you’re not doing it right. But then my second response was, why do you think that you’re doing exactly what I said? Tell me exactly what it is that we tell you to do that you’re doing. That’s not working. 01:02:27:05 – 01:02:29:22 Speaker 3 What did they say? That’s a great that’s a great thing. Yeah. 01:02:29:23 – 01:02:35:03 Speaker 2 And it was very fast. And they’re like, I post every single day. And I was like. 01:02:35:04 – 01:02:36:15 Speaker 3 We don’t even tell people to do that. 01:02:36:16 – 01:02:53:20 Speaker 2 Interesting. And they were like, I follow the content diamond like I. And for those of you who are listening, who are like, what’s a content diamond? We’re going to talk about that in this episode. But they’re like, I have been doing the content diamond every week for a year, posting consistently, but then it really got me thinking. It’s like, but 01:02:53:20 – 01:02:55:05 Speaker 2 that’s not a strategy. 01:02:55:06 – 01:02:58:08 Speaker 2 That’s a repurposing process. 01:02:58:14 – 01:03:03:16 Speaker 2 And so I took a little time and I just pulled up their social media. 01:03:03:18 – 01:03:09:16 Speaker 2 and I made some notes and I thought, well, that’s not that doesn’t line up. 01:03:09:17 – 01:03:16:12 Speaker 3 Yeah. So what did you see? That was the gap between what they thought they were doing right and what they were actually doing. 01:03:16:13 – 01:03:32:02 Speaker 2 So here are three things that I think is really important for everyone to pay attention to. The first thing was that they had started an entirely new Instagram account that was not their personal Instagram account. That was a new business account. 01:03:32:04 – 01:03:33:20 Speaker 3 Oh, that business only account. 01:03:33:21 – 01:03:54:03 Speaker 2 Well, not necessarily a business only account, but a an account that they created for their brand. Okay, so now they are separating everything that was who they are. And to only post in content about their product and service. And I thought well we don’t say to do that. That’s, that was the first kind of inclination of why did you do that? 01:03:54:03 – 01:04:13:06 Speaker 2 And they’re like, well, I didn’t find the anyone who was getting any traction and I wasn’t really making any progress on my personal account. So I banned and shipped, made a completely new one. But then when I was on the account, I noticed that it was a woman everywhere. And this particular clients, not a woman. And so I’m like, where are you? 01:04:13:07 – 01:04:22:04 Speaker 2 And they’re like, well, I my product and service is primarily for women. So I figured I needed a woman to do all my content. 01:04:22:09 – 01:04:27:22 Speaker 3 Interesting. So you outsourced your personal brand to not your person? 01:04:28:00 – 01:04:28:15 Speaker 2 Yes. 01:04:28:16 – 01:04:29:03 Speaker 3 Wow. 01:04:29:04 – 01:04:44:07 Speaker 2 And I said, well, how’s that working? It’s not working. I’m like, can’t imagine why that that’s not working. And then the third thing is, none of it was actually about the customer. It was all about the product. 01:04:44:08 – 01:04:46:20 Speaker 3 Oh, there’s the there’s the, there’s the biggest problem. 01:04:46:20 – 01:05:11:00 Speaker 2 And so it just hit me for the very first time in a very tactical like, I can see the difference between what is a content calendar, what you’re doing with consistency. What you’re doing is what you think is repurposing versus a real strategy. And this was all about, hey, what are tips and tricks and formulas and diet combos and workouts? 01:05:11:00 – 01:05:35:14 Speaker 2 And I’m like, that has nothing to do with answering the questions that your customer has. Like, why would they want to have these recipes? Like, what is their desire and their need for some sort of fitness routine? Which is also ironic because this particular clients program has nothing to do with fitness. And I’m like, there’s a disconnect here that you clearly can’t see that old saying, you’re too close to the forest to see the trees. 01:05:35:16 – 01:05:53:17 Speaker 2 And that’s true for all of us, because when we’re so busy, we’re so in it and we’re just like, we’re trying to do all the things that everyone is saying, and the algorithm is changing all the time. The platforms are changing and merging, and now there’s AI, and it’s like we’re just scrambling to try to keep up because most of us don’t have a team right there. 01:05:53:18 – 01:06:12:22 Speaker 2 We are the people creating the content, making the content calendar, filming the content, posting the content. And it’s it is exhausting. And that’s not to say everyone should be doing that, which I think is something we should touch on at some point. And I don’t necessarily think everyone should be on every platform, but that’s a part of the strategy. 01:06:13:00 – 01:06:35:12 Speaker 2 But when you’re just trying to repurpose because people are like, hey, you need this mini, you know, this many posts or this mini reels, this mini platforms at this many times, that’s a calendar. That’s not a strategy. And that’s the difference between social media and thought leadership. There’s a difference between content and social media. And I think today we really need to define what is content. 01:06:35:12 – 01:06:37:18 Speaker 2 And then what is social media. 01:06:37:20 – 01:07:01:00 Speaker 3 And what is strategy and how do those work together. You know, two tactical things that I was thinking about that are mistakes that creators thought leaders make while you were talking. So number one is you don’t want to create content about your product or service. You want to create content that is useful for the types of people who buy your product and service. 01:07:01:02 – 01:07:12:18 Speaker 3 no one’s going to pay attention. If all you’re doing is talking about the thing that you sell. It’s like you got to create content that is useful for people, and that it is for the type of people who buy the thing that you sell. 01:07:12:19 – 01:07:14:20 Speaker 3 And I think a lot of people miss that. 01:07:14:23 – 01:07:41:01 Speaker 3 The other thing that you said, that really blows me away as a huge mistake is outsourcing your personality. Like, the whole thing is this is your personal brand. It the trust comes from you as an individual. And one of my favorite examples is Jefferson Fisher. I mean, this guy built a huge following and it is just phone to camera in his car and that’s it. 01:07:41:02 – 01:08:00:13 Speaker 3 No studio, no fancy mics, no fancy editing, just sharing his expertise. And and like your your person is like a really critical part of your personality and your personal brand. And I think people just are overthinking this and overcomplicating it. 01:08:00:15 – 01:08:22:07 Speaker 2 But I would say the other thing too, is they’re over producing it. Yeah. Like to the point with Jefferson Fisher. And again, that’s all based on what size you are. How long you been in the game? What what the goals and intent are with your different social media accounts. Like are you really immediate entity versus hey. Am I trying to serve and build an audience for my back end, like whatever your primary businesses. 01:08:22:08 – 01:08:46:02 Speaker 2 And that’s one of the things that I have found is very interesting is the more produced it is, quite honestly, at least for me personally, the less likely I am to engage in it. That may not be true for everyone, but that comes back to the strategy of building and creating content that is for your unique audience, and really getting to know them to the point where it’s like, 01:08:46:04 – 01:08:48:01 Speaker 2 I know what they need, I know what they want. 01:08:48:02 – 01:08:51:13 Speaker 2 I know what questions they have, and I’m going to give them the answers. 01:08:51:14 – 01:09:23:05 Speaker 3 Yeah, and I would I want to make sure that people know that a lot of the big creators who have teams are frustrated with the content that their teams are putting out, and a lot of the very polished content is not outperforming the very raw content to this day. By far the highest performing content we have is when you or I talk directly to the camera on the phone like nothing even comes close on a consistent basis to, to to beating that. 01:09:23:11 – 01:09:45:15 Speaker 3 And so I think a lot of new thought leaders or experts who are newer to content creation or social media, they actually like to hide behind the excuse, oh, well, I’ll do this when I have a nicer camera, a bigger setup, more team and go, that’s not it, you. Actually, the magic is in the realness. The magic is in just being honest. 01:09:45:15 – 01:10:04:15 Speaker 3 And the magic, honestly, is being is being useful for your audience. Whether that is really polished like this has become pretty polished over time, or it’s talking direct to the camera, but it’s like, how are you useful to the person on the other side? Doesn’t mean the makeup has to be perfect, doesn’t mean the script has to be perfect. 01:10:04:15 – 01:10:07:15 Speaker 3 It just means you have to be real and useful. 01:10:07:15 – 01:10:13:20 Speaker 2 Yeah. So I think this is a perfect transition to what is a content calendar versus content strategy. 01:10:13:20 – 01:10:17:10 Speaker 2 So let’s talk about what is a content strategy and how do you get one. 01:10:17:11 – 01:10:18:00 Speaker 3 Okay. 01:10:18:02 – 01:10:36:13 Speaker 3 when most people hear that term content strategy, what they think, I think what they think is wrong. They think social media. When I hear the term content strategy, I think of how social media is going to capture a lead, how we’re going to use email and other things to nurture that lead. 01:10:36:13 – 01:11:00:11 Speaker 3 And then what conversion element do we have in place to move that relationship from trust and ultimately into a transaction? And I think those latter two parts are completely missing from the from the minds of people in that equation. They just think content strategy is like my hook for Instagram, or like my thumbnail on YouTube or my topic selection. 01:11:00:11 – 01:11:29:10 Speaker 3 And to me I’m going, no, that’s just the a piece of the strategy of the of the first third of the overall strategy. And if you don’t have a way to nurture those leads, then it doesn’t matter how much front end strategy you have, you’re never going to make money. So even if this person was doing everything right with the the attract part, if they don’t have a content strategy for the nurture and they don’t have a content strategy for the conversion, then they don’t have a content strategy. 01:11:29:10 – 01:11:35:11 Speaker 3 So that’s how my mind is that how you think of the term, or do you think differently about that term content strategy? 01:11:35:12 – 01:11:55:03 Speaker 2 You know, honestly, yes. But I feel like that’s even step two. Like there’s there’s a step even before that, which is what do you actually have to say? And I think there’s a huge part in that where when things really aren’t clicking and they’re not converting, at some point you have to look at the content to go like, are we missing the mark? 01:11:55:04 – 01:12:11:18 Speaker 2 Are we not reaching our avatar? Are we missing what we’re talking about? Are we over generalizing? Are we trying to whitewash it? Because I think a lot of people are trying to be too broad to general to reach the masses, and that ultimately doesn’t work. 01:12:11:18 – 01:12:17:03 Speaker 3 Well. Yeah. And that’s that’s another major misconception creators have about content. 01:12:17:03 – 01:12:25:13 Speaker 3 They go, I want millions of views and I want lots of customers. And I think it’s more of a question of like, which one do you really want? 01:12:25:14 – 01:12:28:16 Speaker 3 Do you want millions of views or do you want to make money? 01:12:28:18 – 01:12:31:23 Speaker 2 There’s a difference between going viral and converting into customers. 01:12:32:03 – 01:12:32:10 Speaker 3 Exactly. 01:12:32:11 – 01:12:33:12 Speaker 2 Those are different formulas. 01:12:33:12 – 01:12:57:19 Speaker 3 So you when you’re going viral, you are over generalizing. You are watering down. You are appealing to the masses. That’s the definition of viral is creating a piece of content that applies to everyone. When you’re converting customers, you’re creating content that appeals to your avatar, your ICP, your, your person. And and so I think that’s a that is a big part of the struggle. 01:12:57:19 – 01:12:57:23 Speaker 3 So, 01:12:57:23 – 01:13:06:22 Speaker 3 what do you suggest then creators do in terms of how do they select or what type of content should they be creating to, to to fight that balance? 01:13:06:23 – 01:13:25:22 Speaker 2 Yeah. And you guys, if you listen to the show, you’ve heard us say this before, but it start with who? It’s like, who are you making this content for. And it can’t be you. Like you’re not making it for yourself. And what, what what else you’re not doing is you’re not making it for the platform. And I hear a lot of people say, well, this is the content for Instagram. 01:13:26:00 – 01:13:51:17 Speaker 2 Like Instagram is not your avatar, Facebook is not your avatar. TikTok, YouTube, they are not your avatar. That’s not what you’re doing. You are making this content for a human being, a person that you have the ability to help. But again, this is all in context around conversion, whether that’s a follower into an email address, an email address, into a webinar, registration to a customer. 01:13:51:18 – 01:13:52:04 Speaker 2 Right. 01:13:52:04 – 01:14:00:10 Speaker 2 This is the unsexy work that people really don’t love to do, right? They’re like, oh, I’ve done that exercise before. Check. Moving on. 01:14:00:10 – 01:14:04:10 Speaker 3 It’s a 35 to 45 year old female who feels this way, and they think. 01:14:04:10 – 01:14:04:17 Speaker 2 They’re. 01:14:04:17 – 01:14:05:02 Speaker 3 Not it. 01:14:05:03 – 01:14:06:00 Speaker 2 That’s not it. Right. 01:14:06:00 – 01:14:16:11 Speaker 3 I actually am one of those people where I’m like, I don’t want to do this, this work. I’m like, I kind of got it. And then but you’ve always really forced us as a company to be like, no deeper on the who. 01:14:16:11 – 01:14:30:16 Speaker 3 So what do you think most thought leaders do to check the avatar box, or the ideal client profile box, versus what should they be doing to create and drive a real content strategy that converts? 01:14:30:17 – 01:14:46:15 Speaker 2 Yeah. I mean, I would say for every exercise you’ve ever done, go do it again, but do it through the lens of service versus the lens of marketing and advertising. And I think a lot of people are doing it through the lens of marketing and advertising. And I’m not saying. 01:14:46:15 – 01:14:55:06 Speaker 3 Which is like total addressable market. How much income do they have? I want to sell to rich people fast and like make a lot of money. And it’s like, that’s not changing the world. 01:14:55:07 – 01:15:18:07 Speaker 2 Yeah. But more importantly, it’s not changing a life. Right? And you can’t change the world until you change people, and then people change the world. And so I think a lot of it is looking at this avatar, right? This ideal customer, this ideal prospect exercise. And there’s millions of them out there. We have a huge part of our curriculum that does that, but it doesn’t have to be with us. 01:15:18:07 – 01:15:38:20 Speaker 2 You can do this in a million different ways, but the heart behind it, the purpose, the intention of it is to really get into an emotional and get in touch emotionally and mentally and physically, spiritually with what is it about this person that I know that I can help? 01:15:38:20 – 01:15:41:15 Speaker 2 Like what fears do they have? What questions do they have? 01:15:41:15 – 01:15:55:02 Speaker 2 What dreams do they have? What keeps them up at night? What is holding them back? What are all of the things that psychologically are manifested in their body, in their brain? Where I’m going 01:15:55:02 – 01:15:56:12 Speaker 2 I have the answer to that. 01:15:56:14 – 01:16:19:15 Speaker 2 Most of us really undervalue the true expertise, the true knowledge we have in an area, because it’s very common to us, and we forget that there’s an entire population of people out there that this is not what they eat, live and breathe every single day. And because you hang out with people that are like you, everyone’s up to speed on, you know. 01:16:19:17 – 01:16:27:16 Speaker 3 This is called the curse of knowledge. When you underestimate the value of what you know because you know it so well, it’s been your whole life to assume everyone else. 01:16:27:17 – 01:16:43:19 Speaker 2 You assume everyone else does. You never talk about it, you never share it, and you hold it in. And we say this all the time. It’s like it is not of service to be the world’s best kept secret. If you have all this knowledge, you’re like, well, you know, they didn’t ask. And it’s like, well, no, they didn’t, but that doesn’t mean they’re not seeking. 01:16:43:19 – 01:17:08:11 Speaker 2 And the point of you creating thought leadership, creating content, your products and services are to go and serve those unique individuals. The problem is that when you don’t focus in on a person versus a group of people, it has to be a person. Then everything does come out generic. Most of us have set in an audience in a church and left going. 01:17:08:13 – 01:17:30:12 Speaker 2 How? How could that have been so uniquely to me? Like, are they reading my journal? Did my spouse call them? Like, how could that have been so uniquely designed to hit me exactly where it hit me today? And when that happens, you know that this this content, this message, this keynote, this presentation, the sermon was created with intentionality for a person. 01:17:30:12 – 01:17:55:12 Speaker 2 And I know the most impactful presentations in the world were created because someone set down and said, I know someone that needs to hear this, and if there’s at least one, there has to be at least one more and likely one more after that. So I’m going to hit the bull’s eye of this target so uniquely, so specifically because I have a person in mind and for most of it is someone we know and it’s who we used to be or it’s for us. 01:17:55:12 – 01:18:24:10 Speaker 2 And because of that, that dialed in nature of how target it is, the right person hears it in a way that they’re like, oh, that’s for me. Like, I’ve been looking for this. How did this show up in my feed today? And I think that’s really that’s what people miss. They use it as a marketing exercise versus an exercise of I have a unique gifting, a unique set of skills, a unique knowledge base that actually has the power to change someone’s life. 01:18:24:10 – 01:18:45:03 Speaker 3 Yeah. And I think that a lot of people do that avatar exercise is like, what’s the fastest way for me to make profit? But really, you should think of that avatar exercise as what’s the fastest way to find my purpose? Because I think for most of us, our why is a who like the reason for for at least for our audience. 01:18:45:03 – 01:18:51:02 Speaker 3 We know that our audience is mission driven messengers. They’re doing this not just to make money, but to make a difference. 01:18:51:02 – 01:18:55:07 Speaker 3 It’s going, this is the purpose of my business. This is why I exist. 01:18:55:07 – 01:18:57:23 Speaker 3 I exist to serve this person. 01:18:57:23 – 01:19:20:16 Speaker 3 And you know, as you’re talking, I walk away with three very tactical, specific things you said. So one is don’t talk to people. Talk to a person. Number two, it’s not so much about demographics is about psychographics, their feelings. And then number three, and this is this is the ultimate secret. And if you if you get this, you get everything. 01:19:20:16 – 01:19:24:16 Speaker 3 If you don’t get this, you’re probably going to miss it. And it’s the thing that we say all the time, 01:19:24:16 – 01:19:28:20 Speaker 3 you’re most powerfully positioned to serve the person you once were. 01:19:28:22 – 01:19:45:03 Speaker 3 Why do we say that? Because it’s true. Because that’s the person you know in the deepest way. And I think one of my favorite quotes of all time is from Henry Ford, where he says, if I would have asked people what they wanted, they would have said a faster horse. 01:19:45:05 – 01:19:56:05 Speaker 3 I think the reason that people haven’t asked you for your advice is because they don’t even know what to ask. You know their journey better than they do. 01:19:56:07 – 01:20:02:01 Speaker 3 Because I’ve already been down it. And that’s the content that is so powerful if you’re serving the person you once were. 01:20:02:02 – 01:20:05:11 Speaker 2 And honestly, that is step one of content strategy. 01:20:05:11 – 01:20:06:03 Speaker 3 Is the who. 01:20:06:04 – 01:20:11:21 Speaker 2 It is the who. Because once you have that, the very next thing you do is go, what are the questions they have? 01:20:11:21 – 01:20:32:04 Speaker 2 And that is the basis of your content. Everything stems. Everything comes out of knowing what are the questions they have that I have the answers to? Because if I’m constantly asking the same question in my head or in my circle, and I’m not getting an answer and I’m just ruminating on how do I do this, how do I do this, how do I do this? 01:20:32:04 – 01:20:51:03 Speaker 2 And then I come across a person and a book, a keynote, a presentation, a real it doesn’t matter, a podcast. And they have the answer, what am I going to do? I’m going to learn more. Well, I got to learn about this person. What else do they do? Like what other episodes do they have? Like what book do I need to buy? 01:20:51:03 – 01:21:15:04 Speaker 2 What what programs do they offer? But it’s because there was a specific question answered that is really uniquely tailored to me. So I just think that that is the unsexy behind the scenes. No one gets to see the end result of it immediately. We want to rush through it. But if we if we skip that part, if we don’t nail that part, then the results are exhausted, overwhelmed, burned out and visible. 01:21:15:05 – 01:21:21:19 Speaker 2 Doing all the work and not seeing the results. And it’s because we didn’t do it with a person in mind to begin with. 01:21:21:21 – 01:21:56:09 Speaker 3 If if someone is struggling with their content right now or they’re going, it’s not converting, it’s not performing. My guess is they are they they don’t understand the difference between intensity and specificity. And if you are in a crowded room, a networking space, there’s this murmur over the room. You don’t hear the conversation, but the moment someone says Amanda or AJ or Rory, it it rips you like we could be having a conversation and somebody over here says Rory. 01:21:56:10 – 01:22:27:02 Speaker 3 And it would. It rips my attention from our conversation. It steals it. But it’s not because they yelled it. It’s because they used my name. That’s the difference between intensity or volume versus specificity. And I think thought leaders really need to choose to go. Do I want a million people to see this, or would I rather have ten people see this that would buy, because it’s such a specific signal that I become the only option. 01:22:27:02 – 01:22:48:11 Speaker 3 And they trust me. And I think the other part that is is tearing at them is their ego. Because the ego is like, I want to I want to help everybody. I want to have millions of people see my stuff versus going, now I if ten people buy from me. I can change those ten lives and I can also make a lot more money. 01:22:48:12 – 01:22:55:13 Speaker 2 Yeah. So I think that this whole idea of content strategy starts with the who and then everything comes out of that. 01:22:55:13 – 01:22:59:20 Speaker 2 once you know your who, that also helps you prioritize the platform. 01:22:59:20 – 01:23:28:08 Speaker 2 And the whole idea of why I think a lot of people are exhausted and overwhelmed is they’re trying to produce content or repurpose content for every single platform out there, and they don’t have a team, right? And guess what? YouTube is very different than meta, which is very different than LinkedIn. And I think there’s a lot of stuff happening where it’s going, hey, to be really successful in any one of these, you have to have a strategy for each one. 01:23:28:10 – 01:24:04:08 Speaker 2 I don’t believe that there is one universal social media strategy that works universally at this point of where we are in technology that’s like, hey, this this really works well for me here on Instagram. So I’m going to do the exact same thing on every other platform. That’s not necessarily true. And if you’re a solo, an entrepreneur where this is not your full time job, that is exhausting because it’s like whether you’re going to hire out every single agency or a person to do this full time, or you’re doing it yourself, and it’s like, I always say that with like me and taxes, I was like, how could I possibly keep up with the amount 01:24:04:08 – 01:24:38:07 Speaker 2 of tax changes and policy changes that are happening every single year? And then there’s new taxes for every single state, and every state does sales tax differently. Like, how could me as an entrepreneur constantly keep up with that? It’s impossible. And I feel a little bit like that with social media and content of going, hey, once you know who your avatar is, they most likely have a primary platform that they spend time on, which should be your primary platform that you create content for. 01:24:38:08 – 01:24:49:02 Speaker 2 That’s not to say you can’t share it to other platforms, but it’s also saying you shouldn’t dilute your efforts into every single platform. But by the look on your face you may disagree with. 01:24:49:03 – 01:25:11:17 Speaker 3 I mean, I’m processing. You say that you say that a lot, and I know I agree with I agree very much with the premise that every platform at this point requires a specific, unique strategy. I think the closest to a universal piece of content is short form video. Right? Because I think TikTok, Instagram, YouTube shorts, LinkedIn, meta, a short form video could work. 01:25:11:17 – 01:25:35:18 Speaker 3 But definitely just like we have videos that go viral on Instagram, the exact same video doesn’t go viral on TikTok. Like we know that same same with LinkedIn. So I agree with I very much agree with what you’re saying on that. I think, you know, there is a measure of what is the what is the cost of time to take one great piece of content and like literally put it in other places. 01:25:35:18 – 01:26:11:13 Speaker 3 Sometimes that cost is low enough that it’s worth it. But I think the real crux of the issue and where we’re aligned is when people think content calendar, they think content repurposing. They’re focused on the mechanics of social media. How much should I have to you know, Gary Vee says I have to post 100 pieces of content a week, or Alex Ramos poses 3000 pieces of content a week and it’s like, okay, I have to like, just do this, this, this arbitrary exercise of creating content and it’s the mechanics, and I should plan it out and I should schedule it going. 01:26:11:14 – 01:26:22:15 Speaker 3 No, the real part is the heartbeat behind it. It’s the it’s the emotional connection behind it. And I think listening just as we’ve gone through this, to me, it’s like 01:26:22:15 – 01:26:28:12 Speaker 3 a content calendar is like a production process of managing a bunch of mechanics. 01:26:28:14 – 01:26:33:05 Speaker 3 A content strategy is a purpose driven, mission driven message 01:26:33:05 – 01:26:41:00 Speaker 3 for a person. It’s a purpose that you know, it’s your life’s purpose and that is what has connection. 01:26:41:01 – 01:26:51:07 Speaker 3 The other one is just mechanics, and that’s why one works on us. Even if you have a small audience and the other doesn’t work, even if you’re paying a bunch of people to try to help you do a bunch of stuff. 01:26:51:08 – 01:27:13:21 Speaker 2 Yeah. I mean, I think the same thing happens in business, right? It’s like most people started a business or joined a business because they felt aligned with the purpose, the passion, the calling, the role, the people. But then you get into it and it becomes all about business because you get really caught up in all the tasks and the deadlines and the works and the projects and the updates and the calls and the meetings. 01:27:13:21 – 01:27:31:18 Speaker 2 And you look up one day and you’re like, wait, why are we doing this? What am I doing? And I think the exact same thing happens with your content. It’s like when it all becomes about the production schedule, the calendar, the algorithm, the views, the, the, the. I could go on and on just the it’s the the right. 01:27:31:19 – 01:27:38:07 Speaker 2 It’s like whatever the new the is when it becomes about that, it really does lose the heart behind it. Right? Because there is a 01:27:38:08 – 01:27:49:04 Speaker 2 heart and mission and purpose of content. But then there’s the business of content. And content has become a business, a very big business. But there is the heart of it and there’s the business of it. 01:27:49:04 – 01:28:04:20 Speaker 2 And we got to have both right. For it to really work. There has to be both, because you also can’t just be like, well, well, you know what I heard Rory and AJ say is that if I just tune into my avatar and just speak to the heart, it all worked. Well, we’re not saying that either. You’re just saying that’s where you have to start. 01:28:05:02 – 01:28:30:08 Speaker 2 But there is a science and a business of it too, of predictability, of going like, hey, humans thrive on consistency and regularity. And if I only hear from you sporadically every few months, it’s like, I’m not going to come because I never know what I’m going to get. So there is also, I think the nature of like humans do internally really thrive with routine and habits and expectations, and we have to give that to them too. 01:28:30:09 – 01:28:45:15 Speaker 2 And that’s where a calendar is really helpful. But it doesn’t have to be something that stresses you out, burns you out. And here’s what I would say for everyone listening when it comes to a content strategy versus a content calendar, the moment that it feels like it’s just a checklist for you is the moment 01:28:45:15 – 01:28:57:20 Speaker 2 You need to step back and go, whoa whoa whoa whoa whoa. Why am I doing this? Who am I doing it for? Because it’s all all too quickly become about the business of the content, not the person that it was actually built for. 01:28:57:22 – 01:29:18:05 Speaker 3 Yeah. So there’s two resources I think we can point people to to help them with this. So first of all, if you if you haven’t yet, go to Free Brand audiobook. It’s free. Free brand audiobook. And it’s you wrote the chapter on avatar in here. Oh actually no I did. I can’t remember who wrote the chapter we read. 01:29:18:06 – 01:29:41:03 Speaker 3 We read both of our each other’s chapters, but there’s a chapter in Wealthy and Well Known that walks through specifically avatar and how to find your who. And the other thing is, if you go, okay, I’ve done some of that work, I need some help managing the mechanics because because that does matter too. And going, I need some help pulling this together and figuring out, okay, what questions should I be asking? 01:29:41:04 – 01:30:00:10 Speaker 3 How do I organize all of this? If you go to free brand, call, free brand call, you can request a call, talk with our team one on one, and we’ll just get to hear a little bit about your vision and share with you how we support people. But the first call is free and we’ll we’ll walk you through how we work with people. 01:30:00:10 – 01:30:01:02 Speaker 3 01:30:01:04 – 01:30:02:18 Speaker 3 Was the last thing you want to leave people 01:30:02:20 – 01:30:05:21 Speaker 3 We’ve covered a lot of ground today. Final thoughts? 01:30:05:22 – 01:30:11:02 Speaker 2 Yeah, I think my final thoughts, if I were going to have anyone who’s listening walk away with an action item, 01:30:11:02 – 01:30:16:08 Speaker 2 it would genuinely be go back, sit down today and redo your avatar. 01:30:16:10 – 01:30:20:10 Speaker 2 it’s like setting goals. You don’t set one goal and never go back and said another. 01:30:20:10 – 01:30:33:09 Speaker 2 But a lot of people, they say, oh, I did that avatar exercise thing ten years ago or a year ago. And it’s like, well, you don’t do that with goals. What goals change and evolve? Guess what? So does your audience. 01:30:33:11 – 01:30:40:18 Speaker 2 So does your avatar. Because you grow and evolve, your business grows and evolve. Your products and services are changing constantly, 01:30:40:23 – 01:30:42:08 Speaker 2 especially in today’s market. 01:30:42:08 – 01:31:00:04 Speaker 2 So I think it’s a really good thing leaving this episode to go before I focus on the business, the mechanics, the calendar, the platforms, the algorithms, which after all important. I’m not saying they’re not. It’s to step back and go, hey, I need to pull up this avatar, this who? That my business is for 01:31:00:06 – 01:31:10:05 Speaker 2 once? You know you’re who in that intimate of a level, you will have the answer to all of those next questions that actually build out the content, calendar and mechanics. 01:31:10:07 – 01:31:18:05 Speaker 3 Yeah, we know as you get clear about who the question about every other downstream decision becomes super clear. And then I would say so 01:31:18:05 – 01:31:21:16 Speaker 3 I would agree first action, do that. Second action, 01:31:21:18 – 01:31:27:15 Speaker 3 Make a list of every single question that person has. Ancer those questions one at a time. 01:31:27:15 – 01:31:52:19 Speaker 3 And I would challenge everyone to go, don’t do it fancy. Do it right here. One question at a time. Answer a video. Post that every day and see if it doesn’t change everything about your business. Make sure you send this episode to someone who you think would enjoy it. Or if you’re listening, going, oh my gosh, I know exactly who needs to hear this episode if it isn’t you, but we would love also your help rating and reviewing this podcast wherever you listen. 01:31:52:19 – 01:32:04:01 Speaker 3 That helps new people find it and keeps us attracting the highest quality guests to to bring on this show for your benefit. We’re so glad you’re here. Until next time, go out and find someone to serve.