Neil Patel on Why Broad Content Gets Views but Targeted Content Gets Revenue

So what we decided to do was we were posting once a day on social media. We decided to post one more time a day that was more specific. And as we started seeing the real revenue benefits from it and the brand benefits from it, we started then posting both more focused content around our ideal customer profile, not every single day, but for the majority of our content. And then eventually we transitioned to trying to fully do that majority of the time. When I say majority, like 85, 90% of the time. And we found that model to work really well. And what we found on the brand component side is less people are actually familiar with our company because of it, or at least we're not top of mind as much for many companies. And back in the day, I would get Instagram messages and direct messages on other platforms and be like, oh, my dream one day is to grow my company so I can hire you to do my marketing. Once we get big enough, we're going to end up hiring you. Now we get way less of those messages, but we get messages from larger corporations asking us specific questions related to problems they have in marketing, and we generate way more leads, and we're building a stronger brand with our ideal customer profile, while before our ideal customers weren't really messaging us on social media because the content was too broad.

Yep. So I think at a very meta level here for everyone to think about is you really have to understand the business that you're in. And again, like we have seen, we've seen mutual friends, Neil, that have just chased the views to the end of the earth and they become very popular influencers, so to speak, and they have millions and millions of followers, but it distracted them from their main business and their main business kind of looks like a Frankenstein now.