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Content creators often chase views, but Eric Siu argues that pipeline matters more. He ran an experiment with broad-appeal pieces like "Your Rich BFF" and found that qualified demand from a sales funnel beats vanity metrics every time.
Content creators often chase views, but Eric Siu argues that pipeline matters more. He ran an experiment with broad-appeal pieces like "Your Rich BFF" and found that qualified demand from a sales funnel beats vanity metrics every time.
Turn content into pipeline, not reach. Okay, he's like, let me give you the hook here. Neil, views are cute, pipeline pays the bills. Content should create qualified demand, not vanity applause. So you and I have seen some business creators, some people that used to be really hardcore on business, now they're full-on creators, millions and millions of views, millions and millions of followers, and they're creating all this wide TAM content now. And you know what it does for them? It makes them a content creator. That's what it does. So the title of this or the sub-short title is content should create pipeline. Yeah, I agree. Content should create 5-1, but we should give examples on how people have fallen in the wrong direction. Yes.
I think people, actually we should start with your examples and you caught it early on. We talked about this on the podcast. Eric actually did a deliberate experiment in which he wanted to create wide TAM, see if the views would increase his brand recognition and that would increase business opportunities. He ended up creating quite a few wide TAM pieces of content like Your Rich BFF.
