Elliott Botterill argues that long-form videos (15-30 minutes) build trust through deep expertise and personal stories, creating a flywheel when paired with paid ads. Viewers who binge your content move from unfamiliar to trusting, making them far more likely to convert when they see an ad.
Paid is good and that gets you up and rocking, but now we have to invest in organic content. And organic content comes in two forms. We have obviously the long form and then we have short form. Both are important, but the second thing you want to start with is long form. One of the biggest challenges we face in this new economy is trust, and the best way to build trust is by producing and sharing high-quality long-form content that demonstrates your expertise. Much like these videos that I'm creating right now. Because if someone is able to sit and consume a series of, you know, 15, 20, 30-minute videos of you talking about your thing, demonstrating your expertise, your stories, how you got there, how you understand all this stuff, then eventually they are going to trust you. And people go through binging patterns where once they discover someone, they will start to consume all of their stuff if they're interested in it. And next thing you know, they've gone from not even knowing about you and trusting you to to all of a sudden really truly trusting you. And this has an incredible flywheel effect, especially when layered on to the paid ads that you're running. Because now if someone has seen your long-form stuff and they see an ad, boom, happy days.
The Rainmaker Flywheel: The Future of Marketing? 👀 Watch Full Episode NOW!
