BREAKING | The New RULES of Content Optimization That Actually Work

Optimizing the content. The world has really changed with content optimization. A lot of the things that used to work 2 years ago, 3 years ago, even 6 months ago are not working anymore. The world has really changed for optimizing your content. So a lot of the things that people are still saying of how to optimize your content just don't matter anymore. So the description, description of your videos, the caption on your Instagram, the caption on your TikToks, etc., they don't matter for ranking. They might matter for the person watching the video. Right? They might read the caption on your Instagram or your TikTok, but it doesn't matter for optimizing the content. And so it used to be, hey, put your keywords into your description and you have a higher chance of ranking. That doesn't work anymore. So it doesn't mean don't have descriptions, but spend very little time on them. It's not how— your content is not losing because you don't have good descriptions. Same thing for putting in captions. So this is Rev. It's a great service. If you ever need to caption your videos, rev.com is an awesome service. They charge a dollar per minute to do it with a human, or I think 10 cents a minute to do it automatic if you want robots to transcribe your text. The idea with this is, hey, if you put it up on your YouTube videos, for example, it's gonna rank higher because it'll show up in, in search and people know what keywords you're using. It— we tested 700-something videos, couldn't prove that it made any difference. So we want to be thinking optimizing the content for the person watching. Does having a caption audit increase the watch time and their experience? But if it's just for ranking, it doesn't make any difference. Tags are going to zero. Tags are already zero on YouTube. They're going to zero on Instagram. They're going to zero on TikTok. Tags are just not important anymore. It doesn't mean have zero tags, but they're— if your content is not— again, you're not losing because you don't have the right tags on the content. If you look at— well, YouTube has been dead for a long time, so any of the software or the tools that tell you about optimizing your tags, don't even worry about it. But if you look at your own Instagram or you look at your own TikTok and you see— Instagram will show you how many views you're getting from tags. And it just, it's dropping. It's just not how people are consuming. People are not consuming the content anymore through tags. Can you get a few views? Sure. But it's not really where most of the consumption is happening. So it's not where we want to be spending our time optimizing our content. Hashtags. Yeah, meta tags, hashtags, tags, all the same thing. Likes don't matter. Asking people to like your video. Doesn't matter. Asking people to heart your video doesn't matter. The engagement metric doesn't matter. You're not again winning because you don't have a lot of likes on your video. It's not causal. What I mean by that is getting more likes on a video doesn't lead to more views on a video. Getting more hearts on your Instagram post doesn't lead to you getting more views on an Instagram post. Same thing for TikTok, same thing for all the platforms. It's a trailing indicator, meaning a lot of people watch the video and so then you'll get some people who like it. But getting lots of likes doesn't lead to people watching more of the content. And same thing for comments. Getting a lot of comments doesn't mean the video's gonna take off or the post is gonna take off. It's really, can you keep people's attention on the post? And so when you're asking for likes and comments, I would switch it to focusing on how do I create better content that's engaging naturally. The one thing that still does matter is titles. For YouTube. Titles for YouTube still matters. All the other stuff, description, captions, tags, likes, comments do not matter. But titles for YouTube does matter because it allows you to rank against other people's videos that have a similar theme title. You know, the optimizing the content like that doesn't matter. What actually matters? Well, winning the click and holding attention. For every platform, the thing that they care the most about in the world is can you keep people on our platform? Everybody's moving towards, can you get people to watch your thing and can you hold their attention? Win the click, watch the thing and hold their attention. Instagram just did a huge update that they reversed, that they rolled back because of a lot of people freaking out, but that's where they're moving. TikTok has dominated the conversation and I'd still focus my content more on TikTok than Instagram. We talked about that, a couple months ago. If you want to get exposure, TikTok is for short form, the place to be. And it's much more about how much can you keep the person's attention on your video and less about engagement metrics and less about whether they even follow you or not. And so that's the direction that everybody's moving. Instagram wanted to move there quickly. They got a lot of negative feedback, so they're moving there slowly, but it's happening. Okay, so can you get people to watch your thing? And can you get people to stay on your thing? That's all that matters. That's, that is the most, that is 95% of ranking and your content getting noticed across every platform right now. But yeah, 90-95% of how you're going to rank is can you win the click? And can you hold attention? And not about all of the keywords and optimization. So I'm going to focus most of today on TikTok and YouTube, mostly because YouTube is long form, TikTok is the best short form. These are the best two places to be. What about Instagram? Instagram is basically the same as TikTok, just a smaller version of it now. Instagram is great for stories. Instagram is great for DMing, for messaging people, for talking to people. That's where, that's why we want to be on Instagram. But to get the content out, it's TikTok and YouTube. TikTok is a lot more forgiving, so you can post a lot more. Of all of the platforms, TikTok and Twitter are the most forgiving. So you can post, you can post air quotes junk, you can post junk if you want. It doesn't, it's not going to really impact how well your account does. And then take the best— the strategy should be take the best TikToks that you create and then post to Instagram. Less frequent on Instagram, more frequent on TikTok. Take the winners from TikTok and post them on Instagram. So how do we win the click? So TikTok, there is no click. TikTok is basically only about getting people to watch. People can click on your profile and they can click on some hashtags, but most of the views on the videos will happen from the For You page, which is The For You page is basically the homepage. So the experience in TikTok is you load up the app, you see videos, and then you scroll and swipe and swipe and swipe and swipe and swipe and just see more videos. That's where the consumption happens. So there is no click-through rate. Same thing for YouTube Shorts. YouTube Shorts, there is no click-through rate. So we don't have to worry about thumbnails. It's only about the retention. Jessica and Brian are saying, so gamers and geeks are still leaving Instagram. Should I focus on TikTok and Twitter? TikTok, Twitter, and Discord are for gamers. The best part about Instagram is just you can direct message people where you can't do that on TikTok. They have to be, you have to follow each other to, to be able to message each other on TikTok. But in Instagram, you can direct message. So for communication, TikTok is still great, but the strategy would be take your best content from TikTok and bring it over to Instagram. Even on Instagram, when you're scrolling, most of the consumption happens not from somebody searching for a hashtag and not from somebody going to your profile. It comes from people scrolling from the Instagram homepage, right? That's what people are, they upload the app and they just start scrolling. Think about your own use. That's how most of, most of where your consumption happens as well. And so there is no real click-through rate. YouTube though, it does matter. YouTube though, it does matter. And so with YouTube, what does a good click-through rate look like? It really depends on how many impressions that your videos are getting. And so for anybody who's doing YouTube here, you know, Glenn shared some of his wins and Las Curano shared some of his wins inside Discord. What does a good click-through rate look like? Well, it depends on how many impressions the video's getting. And so what we'd like to do internally and for all of the channels that we work on and worked on some of the biggest channels in the world inside of personal development, entrepreneurship, thought leadership, et cetera, is if you go to your analytics tab and you click on the see more and sort by impressions, this YouTube analytics is, is a giant treasure trove of information, but it can be overwhelming. This is the one page that you have to pay attention to. Why? Because if you can change your title and change your thumbnail on a video that took you however many hours to make, changing the title, changing the thumbnail might take a few minutes but can have outsized returns, dramatic improvements and increases in how well your video does. So what you look at is if you sort by impressions, this is how many times YouTube is trying to promote this video. So this video here, I don't know which video this is, but YouTube tried to promote it 161 million times on my channel. YouTube tried to promote this video 161 million times. Overall, they tried to promote my videos 3.7 billion times. That's a lot of, it's a lot of impressions. So it's unfair to compare videos that are having 100 million impressions versus one that's having 20 million impressions or 100,000 impressions versus 20,000 impressions or 10,000 impressions versus 200 impressions, right? I mean, you could just take off some zeros and make it apply. Last query says you're looking at 90 days or 28, usually 90 days. So you have options here. You can go 28 days, 90 days, last 365. 90 days is usually a pretty good benchmark to say this is what YouTube is trying to promote right now. This is low-hanging fruit. We often focus so much in making new videos where there's a lot of low-hanging fruit where whenever I get into somebody's channel, this is usually the first thing I look at instead of telling them to make more videos and make better content. That's a harder conversation to have. Hey, you already have some low-hanging fruit. Let's go fix those videos first. Super exciting topic today. The, the official name was Systems for Organization: What Apps, Services, Subscriptions, and Memberships Help You Manage Platforms and Content Efficiently. I'm gonna switch that down to just Systems and Tools, make it a little bit easier for everybody to, to follow along. So we're gonna talk about hiring. So my favorite place to hire is Upwork. When I first started my business, I thought I needed to have everybody local, everybody in an office, and I realized that One, my team wanted to travel and move around, and I did too. And so I started exploring different ways to be able to do things remotely. And Upwork used to be oDesk, which is what I got started on and then moved to Upwork. And it's just a fantastic way to find people from around the world to be able to help you build and grow your business. And people work from their home or from a coffee shop or wherever they want to work from. And, uh, you can, you know, post a job ad. And I can make an entire training if you guys are interested in how to hire properly through Upwork, but through any job recruitment site, because most people I think hire incorrectly and you end up stuck with somebody who's just okay as opposed to actually getting great talent. So if you've connected with Jelena, which you all have at some point, you know, we found Jelena, actually found her, are we saying boyfriend or fiancé? On Upwork, and we hired him and he started working with us. And then we had more work to do and he suggested his girlfriend Yelena, so we brought Yelena on board. And Yelena started just doing administrative work behind the scenes. And then we said, hey, we'd love to bring you into Movement Makers and our YouTube Growth Bootcamp and be involved more public-facing, responding to our customers because you're so warm and kind and personable and friendly. And I got a big heart, and so let's try this. It's too, too much to go through in like in a couple minutes right now, but we can do an entire presentation on how to hire properly on Upwork. I'll give a super quick summary. You start with making a really ugly full paragraph job description. Don't make it easy to sort through. Inside you find a skill testing question, So for mine, it'll be like, tell me how many YouTube subscribers I have on my channel, and put that in the first sentence of your, of your application. Most people never even read it. And so you're spending— this is where people waste time. You're spending all this time working on reading their resume when they haven't spent any time actually reading the job ad. And so if they don't lead with the, with the skill testing question, I don't look at their resume. And then we go through— I don't do job interviews. There's no interview process. There's skill testing questions. Then we start immediately going into actually working together on a project that is related to what we're going to ultimately hire them to work on. Anyway, so it ends up being a much faster process to get a right fit. And then you know it's the right fit as opposed to hiring somebody. You know, if you're hiring a bookkeeper, for example, the interview process doesn't train the right skill, right? Like how well a bookkeeper does in an interview isn't reflective of how good a bookkeeper they're going to be, right? Maybe things like did they show up on time, but in terms of actually testing their skill set. So I want to do trial jobs with people. Anyway, we could dive all into that if you want, but, um, but much love to Yelena, uh, in the group who came from Upwork. And most of my team, I think right now, unless it has to be somebody local is on Upwork, right? So, you know, I'm filming next week with Kevin O'Leary in downtown Toronto, and I've got my camera guy coming with me, right? I can't have that be on Upwork, right? But my editing team, my research team, my analytics team, my customer service team, most of administration team is on Upwork. And so fantastic place to hire. It works like an eBay system if you haven't been on it, where everybody gets reviews. So I try to be a good employer too and have good reviews on my profile so that people want to apply. Because it becomes important, right? At some point, when you build and scale, you can't do everything yourself. And a lot of times, the work that you can— you can outsource it to somebody who has a— their cost of living is a lot lower as well. So it's— you don't necessarily need to hire an American for everything that you want to do. Some things might require it, but for the most part, a lot of things could be outsourced overseas as well. And people would rather work from home and not have to drive to some job that they hate, right? And hopefully you're a good boss and you're doing something that is trying to change the world and that people would want to be a part of, as opposed to just another boring job in whatever country people are coming from. So anyway, that's my quick rant on Upwork. And again, we can dive deeper if you'd like. Okay, next. I'm gonna jump to Fiverr. And Upwork, I think about people who I want to hire for long-term. I want, I wanna, you know, I love Yelena. I want Yelena to never leave. She might leave, but I want her to never leave, right? It's like, it's an ongoing project. I don't like Upwork for mini tiny projects. I go to Fiverr for mini tiny projects. So here are some examples of ones that I've done. Some are, Now some of these are more funny, um, because most of my hiring doesn't Upwork, but I made a video, uh, and I wanted a Morgan Freeman voice. So I hired somebody to record the video as Morgan Freeman. I then hired him to crank call my agent in New York. Uh, and also my wife, Nina, remember that? I hired Morgan. So I hired this guy to make a video. I heard that. And he sounds exactly like Morgan Freeman. And I hired him before that to call my agent Steve and pretend to be Morgan Freeman and say that Evan Carmichael said to say hi or something. I forget what he said. I suck at the names of people I never know. I asked him to record it, and so I got the MP3 of it. And then I had him— and my agent, who's normally like this hardcore New York, you know, take no prisoner kind of guy, was so soft and gentle and was like, oh my goodness, if this is really Morgan Freeman. And then I had him call my wife Nina. I wish I still had the recording. Maybe I do. And she's like, who, who's this? Morgan Freeman? I don't know who this is. He's like, I'm an actor. And anyway, it's a hilarious call. So you can also get some fun stuff on there. For my book, The Top 10 Rules of Success, we had little caricatures done. Now I do a lot of cartoons on my social, right? If you see my Instagram and LinkedIn and Twitter, you'll see a lot of the Evan cartoons. But before that, I didn't need, I didn't feel like I had a need for somebody to do cartoons. Right now my illustrator is on Upwork and she's an ongoing role in my business. But when I did my Top 10 Rules of Success book, I wanted a caricature for each person that we had. Because putting pictures inside books are sometimes it's hard to see properly on the inside pages. So we had our characters. And so I wanted to hire somebody just for this one project. And so we paid whatever that was, $567 to get 40 different caricatures done, I think, inside the book. And then I had some fun ones, right? Climb a coconut tree and find a message there. So that might be just to recognize somebody on the team, right? Happy 1-year anniversary. And it's like, you get this video of this guy climbing a coconut tree and inside would be this custom message. And then another one, make a video rant telling your recipient I had their kid. And I just did this to spoof a friend, just something funny where she would, she made this video for my friend, Louie, to say, Louie, I had your, I had your love child and you have to now take responsibility for it. So there's a lot of fun stuff on here. I guess this shows, uh, behind the scenes, kind of my sense of humor a little bit, but back to kind of serious business. Upwork, I think of ongoing projects for people, and Fiverr as one-off things that you may need. I wouldn't go to Fiverr for ongoing work. It's not the, the nature of the platform. Uh, so that's what I use for, for hiring, really those two. Upwork by far number one, and then Fiverr for these one-offs. And if you're looking for some funny, just random stuff, Fiverr is just super fun. One other thing that I could throw into the mix is, what's it called? I'm blanking now. Cameo. Cameo is a website where I haven't used it, but let me load it up here so you can see Cameo. I haven't hired anybody on here, but if you go to Cameo, you can hire these different people to say different things and get personalized messages. Some of them are bigger than others. Randy Travis, I love it. DJ Drama, Jesse Itzler, you know, soccer players, wrestlers, the Seinfeld Soup Nazi guy, just tons of people here. Let's say you wanted Kevin Conroy, best known as the voice of the animated Batman since 1992. So, you know, you pay him $100 and then you see examples of what he's done. So birthday celebration, special message, ask him a question. Some people use this nefariously. I don't recommend it. So some people bought Kevin O'Leary, for example, to say, hey, you gotta go watch Evan Tinsman. He's the best guy I know about how to overcome addiction. Right? But Kevin doesn't know Evan yet. And so I wouldn't use it that way, but it could be some fun content ideas or fun ways to surprise people on your team. I've been thinking about it as a way for potentially a new series of like, hey, tell me what your morning routine is and getting a whole bunch of people to share their morning routine and then splicing that into video, but I haven't pulled the trigger on it. I'm super excited for today's topic, guys. We're talking about content strategy. I'm going to share what I'm doing right now in my business, but I'm also going to give you my recommendations for what you should do because I've got 30 people who help me. So it's a little, different scale. So where you should start as well as where I'm at right now. Okay, content strategy. Let's dive in. Are we ready? Take a deep breath. Don't get too overwhelmed. There's a lot of platforms. Let's talk about them. Okay, content strategy. So internally, here's how we divide the different types of content that we create: long-form content, medium-form content, short-form content, and then pictures. So long-form is 10 minutes plus, medium is 1 minute, short, 15 seconds, and then, and then pictures are usually square pictures, but, you know, self-explanatory because the different platforms all have their own restrictions. And I'm going to share with you how long videos need to be for different platforms. Usually we do pictures, it's always a square because that tends to work best on every platform, um, just to set you up for your content strategy. Okay, so YouTube is the home. How do you create great content across all the platforms? It starts with having a base. And why I love YouTube as the base is because one, again, it's the only place where your content lives forever. So the videos that you make now in, in a week, in a year, in 10 years will still be getting you views, attention, interest, traffic, awareness. Uh, I've, I've had videos that are 5 years old, 6 years old, 10 years old, still now getting today, still getting views today, still getting hundreds, thousands of views. Today on a 10-year-old video. Crazy. And so, if you're on, you're building a movement, you want it to last. It's not just something that's going to disappear tomorrow and you're going to move on to something else. So, YouTube is a great place to have this memory, have this archive, and continue to generate attention for you. The second thing that's fantastic about YouTube is it is the longest form. So, you can upload videos that are, I have 8-hour videos, right? You can have an hour, no problem. You can have 4 hours, no problem. You can have 8 hours, no problem. I don't know if you can do— there is a limit at some point. I think it's 24. When I was doing my live streaming, I remember they cut us off. Now, I think it was 12 hours. We went to New York, we were doing a live stream every day, and the max that they would let me film for was 12 hours. So there's a limit there, but hopefully you're not streaming or making videos that are 12 hours long. Otherwise, you're good to go. So you're thinking YouTube as your long form. YouTube as the main place that you're posting 10-minute-plus videos. And there's no, there's no max, right? So if you want to make an hour-long video, you want to record your speech and put it up on YouTube. Awesome. That definitely works. So let's talk about the different platforms. Here they are. I've color-coded these. Okay. And I wanted you to be able to have this so that you can, you can build your strategy off of this. You can build your team off of this. And you have it all in one spot, okay? So you divide it into vertical video, horizontal video, and square pictures. Let's start with square pictures. That's the easiest part. So the idea is you take your YouTube content and then you look at what was the best thing that I said? You know, what were the moments that really stuck out? What was the best quote? If you're making a video that's at least 10 minutes, right? Or 15 minutes, 20 minutes, hopefully you said something that was good in there. Some kind of quotable that you can use in there. That you can then turn into pictures. And then we use those pictures, what we'll do on our channels, we'll use those pictures and turn them into IG and Facebook posts, LinkedIn posts, Twitter posts. There's some nuances in each of these platforms that I'm not going to get into today, but I want to give you the high-level content strategy. So you're taking your videos here instead of always trying to think, well, what do I have something to say? The problem that so many entrepreneurs face when they're creating content is you think you have to create unique stuff for each one. And then look at how many options there are, and then it gets overwhelming. And then you basically become a full-time social media content person instead of actually running your business and talking to clients and creating something amazing. So you use YouTube as your home, and then you pull off the different pieces into all of these verticals. So when you say something great on YouTube, you think about what are the, out of that video that you made, What are the 3 to 7 best things that you said, best quotables? Turn those into square pictures and then post to these platforms. Makes sense? Now we go to horizontal video. So YouTube is a horizontal video platform. Horizontal meaning we're going this way, we're filming this way instead of vertical, right? Vertical is, you know, Instagram, TikTok, that kind of stuff. So horizontal videos, LinkedIn, you can post a 10-minute video max. Twitter, you can do a 2-minute 20 video. Instagram, in the post, you can do a 1-minute video. And Facebook, you can go up to 240 minutes. So, it's a lot of time on Facebook. Initially, it was funny when I made this deck, I didn't even have Facebook on the plan because the Facebook organic hasn't been fantastic, but it still makes sense if you're making videos that are, from YouTube, you cut the best moments and then you slice it up into these different platforms. Now, you don't have to post 10 minutes. If you made a 2-minute video of the best part from your YouTube video, you can post it to LinkedIn and you can post it to Twitter. And then you can take a highlight of that and you can post it to your Instagram. And then you could take the whole thing and post it to Facebook. So understanding you're using the same video, it all starts from YouTube, use that same video and then you're slicing it up into just different edits. Different cuts. It requires a little bit of editing skill or an editor to help you, but you're not having to create, you know, 20 pieces of content you every day in front of the camera. Okay, and then the last one is vertical video. So vertical, usually these are much shorter. You've got TikTok and IG stories. TikTok is up to a minute. IG stories, they're 15 seconds each, but they could go up to a minute. So if you have a, if you have a 1-minute vertical video, you can upload that to your story and it'll chunk it up into 4 times 15 seconds. So these, you're thinking 1-minute videos. IG Reels, relatively new, 15 seconds. YouTube Stories, 15 seconds. Some of these have APIs you can post to, so we use a tool called Agorapulse to help us post to some of these. Some of them you can't, so it's hit or miss depending on— some things can be automated, others you have to do it manually from your phone or have somebody on your team who you trust to give access to be able to post from their phone. We talked about YouTube in the past. I wanna bring back one graph. So like, how do you decide what to pull out? The answer is gonna be in your audience retention curve. So this is an example of an audience retention graph. It's not mine, it's just one that I found of a 14-minute and 59-second video. Right? This is, this is the video and it shows you where people are falling off. So right away, they lose a lot of people, right? Right away, they lose a ton of people. And what we want to be looking for is at 1 minute, you're at 70% audience retention. And again, if we want to dive deep into YouTube strategies or look at Nicole's channel, that could be a whole topic on its own because winning on YouTube is definitely going to be key to having sustained momentum behind your movement. So something weird happens here though, right? Look at how much it spikes. So this means at this point, I don't know, what would we say this is? 10 minutes, 10 minutes into the video, it goes from, let's call this 30% up to just over 50%. So 30% of the people who are watching here, now 50% of the people are watching here. How does that happen? Well, either all these people just fast-forwarded to this part. Or people who watched it rewound to watch this part again. Either way, this is a big spike. Like whatever happens here is amazing. It's 10 minutes of just slowly falling off and then boom, something happens here. This is amazing. So now we got from the 10-minute mark all the way up to, you know, the 15-minute mark for the end of the video, right? So if you're making— this is why you want to use this data. Look at all these different videos that we can pull and make from this. So if we're going to pull pictures, whatever you said here is probably really good, right? The one-liner, two-liner, three-liners, you can break up into multiple picture posts. You want to likely take it from this moment right here, right? What kept people's attention? What spiked their interest here? To make these videos here, if it's a 10-minute video, this is max, right? It doesn't have to be 10 minutes. So for LinkedIn, which is 10 minutes, I'm probably taking this last 5 minutes. I'm going to start here and then go for the full 5 minutes here. Cause it's still, this is decent. Like it spikes, but then it falls down, but then this is still relatively flat, which means you held these people's attention. They didn't leave. So if I'm doing LinkedIn, I'm looking at making a 5-minute LinkedIn video, right? Then we go Twitter, IG, Facebook is probably doing the same thing of a 5-minute video. Twitter and IG is 1 minute and 2:20. So I'm looking at here, this 1 minute is what I'm gonna post and then to Instagram and then these 2:20 is what I'm gonna post to Twitter. So you're using the data. This doesn't even require somebody to think too much as they're going through it, right? This is where it's easier to hand off to somebody even part-time on the team to say, okay, look at my video, look at the audience retention curve. You spend a lot of time crafting the perfect YouTube video. Why? Because when you get the YouTube video down, look at everywhere that it's going to go. You're creating content now across the entire internet, spreading your message. And then all you have to do is look at the data and say, okay, well, this is the part. This is the part that I want. Now, we didn't have this big spike. I'd be looking at this being the part because it's not up, but it's relatively flat, which means you didn't lose anybody's attention. Maybe starting with something like this, see that there's a little spike right there. I'd look at what am I saying right here and try to pull a quote from there. This is just super obvious that You know, whatever happened here at the 10-minute mark, we want to be able to pull that in. So today's topic, how to reach your target audience. I think that's a great one. I'm going to go over some of the concepts in Built to Serve, but also elaborate and go a little deeper on it because I think this is super important as we're planning for 2021. You guys have a message, you got a purpose, you know that your message can impact people. A lot of us aren't doing the work yet. So I want to see that happen 2021 as well as the break. This is a good time to start planning your content, figuring out how you can reach more people because we want to explode out of 2021 out of the gate because this is the year to make things happen. Am I right? We're going to make things happen 2021 fam. All right. So how to reach your audience. So in Built to Serve, I lay out 3 different paths to how to reach your audience. One is the fastest way, one is the medium way, and one is the longest way. And so Fast Pass to Freedom, Alliance Partnerships, and becoming a thought leader. Fast Pass to Freedom is the fastest way, Alliances is kind of the medium term, and thought leader is the one that takes the most time and yields the biggest results. So I want you to play with the 3 of them so that you get some traction happening into your business. Fast Pass to Freedom. So page 194 in Built to Serve. I think you guys all have your copy if you're in this group. Welcome, welcome. This is really important. So, you know, we're talking about social media, we're using all these different accounts to help build our brand, but it can feel overwhelming. It can feel like there's so many accounts. Where do I focus? Where do I spend my time? You're also trying to run a business. It's not your goal to be a full-time influencer. So how do you do it? So step 1 is the fast pass to freedom. And what that means is, one, you create all of the accounts on social media. I don't want you posting everywhere and worrying about being a thought leader everywhere because that can get overwhelming. But I want you to own the name so that nobody else can take it. I want you to have your picture up there and ideally the same one across the different platforms so people can instantly recognize you. And then I want you to have what I call the amazing 10-pack of content. The amazing 10-pack of content is in the book. It's here, your who, your why, your how, your recipe breakdown. This is how did you do, how did you get out of the hole that you were in? That's something that's teachable. So I want 3 posts on that. I want to see the results, 2 examples of the results, and then give me hope. Make me feel like I can get out of this as well. 10 pieces of well-crafted content. Craft content, and then that's it. No more posting content. The fast pass to freedom is just getting your, your names registered so nobody else can do it. You get your picture, your bio, and your 10 pieces of content. And then we start outreaching. If you're just in the content creation game without doing the outreach, it takes longer to start building the momentum. Totally possible, totally doable. But if you're not being consistent and you're not getting the results and you feel like giving up, we need to start doing more outreach to get more immediate traction and momentum. So I put Zane to main here. Let me show you Zane's account and we can give him a little bit of feedback just starting here. So just owning a different account. So this is Zane's Instagram. Okay. One, I would zoom in on the face a lot more. I want a headshot, Zan, because again, looking at it on mobile, it's going to be hard to see when it's super far out. It's cut out super weird, so I would fix that. Because you're dark and your suit is dark, I wouldn't have a black background. I'd make it something a lot brighter, just like you've got here. You've got the yellow and the green and the blues and the reds and all this stuff, so I would make that brighter. So we have our picture, right? So we have our Instagram account. I'm not even worried about all of this stuff yet about posting the content, right? Oh, look at that IG Live. So cute. We love these two. There's Susie, Susie in the house. So we have our picture on the account. We have our bio. I'm a certified confidence coach, author, and entrepreneur. Click the link below for coaching and more info. Okay. I would probably put in here something about even DM me for coaching. So I'm a certified confidence coach, or I help who? I help entrepreneurs gain more confidence. Uh, so something about being able to contact you, right? The idea is the idea with the Fast Pass to Freedom is if your ideal client landed on your profile page, I want them to think about hiring you. So if, an ideal client, somebody who's looking for confidence coaching landed on Zan the Man's account, I want them to think, I want to, I want to reach out to Zan. So I would put something in here about who you're targeting. So who do you help, Zan? If it's entrepreneurs, I help entrepreneurs gain more confidence, certified confidence coach, DM me if interested, something like that right here. Okay, uh, Zane's got a Linktree, which is great. So inside the Linktree, you can have different, uh, different links to different places. This links to his website, this links to his YouTube. These are dead links, Zane. I don't know if you knew that or not. So you click on Facebook, it just goes to facebook.com. If you click on LinkedIn, it just goes to linkedin.com. And same thing with Twitter, it goes to twitter.com. So we want to be fixing that, and there should be something about coaching here, right? So it should be DME for coaching, but if you're going to do it through a Linktree, there should be something super obvious about how do I get coaching. And this is a one-time thing that you set up, right? It's, it's high leverage because we're assuming ideal clients are coming to our page, they're going to click it, we want to make it easy for them. So You're making it a little more difficult. I mean, you have the website, but the website here, you know, it's coming soon. The Confidence Formula. I don't know what this is. This looks like a book. Join the list. So how do I get coaching? You're a coach. You're a certified confidence coach. I need coaching. How do I get coaching right now? I'm clicking through. I don't know how to get coaching, right? So that you want to make that super, super, super obvious. Uh, So his name here is Zan the Man Smith. So then I go to Twitter and there is no Zan the Man Smith. So even if Zan has no interest in Twitter yet, and a lot of you, I'm using Zan as an example because I think a lot of people are kind of in this boat. Even if you have no interest in a platform, take the name so that nobody else can take the name, right? So Zan the Man Smith is what he is on Instagram. I want him to be Zan the Man Smith everywhere. So when I go to Twitter/XandermanSmith, this account doesn't exist. I want you to own this name. I want you to upload your picture. I want you to put in your bio, and I want you to post 10 pieces of content. And I want everybody to do this for all the platforms, even if you have no intention of being there. One, you own it so that nobody else can take it. And two, if somebody does reach out to you, you are listening and can respond. So in this phase, for all the other platforms, so again, Twitter Zane may not care about, but he wants to at least be on there because if somebody does tag him, he can respond and he can say thank you. You're just recognizing your champions and you're listening, that's all. Because just because Zane doesn't care about Twitter, maybe some other people do care about Twitter. Maybe his clients are on Twitter. Maybe somebody is saying, Zane, is amazing. I just saw him on Movement Makers. You want to be able to say thank you because even if you don't have an audience, that person might have an audience. So, you get the name, you put the picture, and then you're listening. And you're not going to get 1,000 notifications, right? I mean, if you're getting 1,000 mentions every day, great, you should be on that platform, right? Like if one a month comes in, yeah, that's great. But at least you know that that one a month came in. And you're paying attention to them, right? So, Zen, you need to get this account. TikTok. So Zen owns TikTok. Hey, Zen, good job. Zen the Man Smith, he's got the account on TikTok. No bio yet though, Zen. No bio. So we gotta fix our bio and make it the same on all the platforms. Make it the same bio. You're using a different picture for some reason on this one, right? So Zen the Man here is this kind of zoomed in one, you know, no tie. Zan Demand here is different. So both, I would put both as the exact same. And again, zoom in on the face. This one's easier to see you because of the lighter background. So you're going to stand out a lot more here compared to this one. But either way, I want you to zoom in on this and, and put a, put a, put a bio in. So for every platform, maybe you're not using TikTok yet, maybe you don't care about TikTok. And this again, not just for Zan, everybody here. You still get, you should get TikTok slash your name just to own it because that might become the big thing that in 5 years everybody's all over and then there's some other Zen Domain who took your name, right? And so that's a simple setup across all the different accounts. I see a couple of chats coming in here. So Susie was asking, do you recommend a Linktree account? I like Linktree. I'm a fan of Linktree. It allows you to put multiple links inside each. So you don't have one link. I would still add DM me because the biggest thing that Zane wants to do is get coaching clients. That should be his number one step, coaching clients. And so I want DM me for coaching. And then I want inside his Linktree something about coaching. Here's how to get coaching with me. Even if it's just an email address for coaching, not a website that takes me to a book that isn't out yet that I can save 50% on, right? And that's okay. We love you, Zane. This is all love, right? So if you look at my, my, I use Linktree. And if you look at mine as an example, I'm promoting my, my YouTube channel where we're doing a live show. Uh, every night. And then my story, the book, Movement Makers, YouTube Growth Bootcamp, Best Life 30, right? And a lot of the posts that I'll put in, I'll then say, check my, check the link in the bio. Hey, if you're interested in Movement Makers, check the link in my bio. So you could also, Zan could also be creating content to say, hey, check the link in my bio for coaching, check the link in my bio for whatever. I wouldn't be trying to take people away to a different platform. So when Zan was linking up, YouTube, and then just random links to Facebook, Twitter, and LinkedIn, right? I wouldn't try to send them to another platform. I try to send them— this is now our funnel. We want to try to get them to move down the sequence with us to either get their email address, to get on a call with them, to get them to land as a client, right? So what are the calls to action here? But the very basic one is just coaching for Zan. That's what he wants to do. It should be super easy for me to find out how to get coached. That's just an example of, of using ZANs, right? Uh, in the book I go through how to make these pieces of content, you know, who, why, how, recipe breakdown, results, examples, hope. And then the key part here is outreach. So you've got your picture, you've got your bio, you've got the account, you've created your 10 pieces of content and spent some good time thinking about that. And now it's outreach. Now we're not spending our time making more content, we're making We're spending our time reaching out to people. We're spending our time commenting on other posts. So if I'm Zen, instead of making new content, if he wants to help coach entrepreneurs, then I'm looking at all the different entrepreneur accounts. So I'm looking at Evan Carmichael's account. I'm looking at Gary Vee's account. I'm looking at Grant Cardone's account. I'm looking at Tom Bilyeu's account. I'm looking at all the people who are in my space, who you're kind of like, that's your target audience, and I want to interact and answer questions. Here's what's going to happen. I post something on my Instagram. Somebody asks a question. Well, we respond to questions. Let's go with someone else. Gary Vee, right? He'll answer a couple of questions, but most of the feed is not getting a personal reply. So Gary posts something to his Instagram. Somebody asks a question. Gary's not responding. Zan jumps in and gives a great response. Not just like, hey, thank you for your question, or, or a fist bump or an emoji, but really gives value to help that person. What are they going to do? Who's this Zan the main guy? I love his answer. They're going to go click on his account. And what are they going to see? They're going to see a picture. They're going to see a great bio. They're going to see a link to be able to get coaching. And they're going to see his 10-pack of content. That's why we have to have all that in place. Cause if they come and they don't see that, then they're not going to take the next step. So we're spending our time instead of making new content, we're spending our time on outreach to try to get people to visit our profile page. You don't have to say, visit my profile page, please. They're just going to do it because you gave them so much value and them as well as other people who are paying attention to the chat. So always try to pick the most recent post. If you go a week ago on Gary Vee's Instagram, as an example, you're not going to— there's going to be a lot of comments, but most people aren't engaging in that anymore. So they're going to be on the new stuff. So always go to the newest one, give your 2 cents and start helping people in the comments. They're going to check out your page. And if you've done this work of a great picture, great bio, and 10-pack of content, then you start building leads for your business at a much faster rate than just trying to create organic content that will get you reach. Movement Makers, how we doing? Happy Thursday. All right, let's get this show on the road. Today we are going to be talking about going live and capturing content. Let's talk about Instagram Lives. The first one that we've talked about in the past has been coaching. So the beautiful thing about doing live is that it forces you to make content. What ends up happening to so many people, myself included, when I was getting started with content is you hesitate. You want to have the perfect script. You're worried about the perfect lighting and the microphone and all of these reasons why you can't just make content. But when you're live, you're live, you're showing up, you're giving information and you hope that it works out and it, and it forces you to create content immediately. It's fast. You have stuff going up. Is it going to be perfect? No, but it's a great way to kind of get out of your head and get through your fears to actually make something for your channel, uh, to start building your brand. And so the easiest place to start is coaching. Coaching, your goal is to have people come on, they share a problem, you help them. Your goal is to, like in this as an example of a coaching call that I did on Instagram, Your goal is to get somebody to have a breakthrough. Your goal is to get somebody emotional, to understand why they're at the point where they're at right now and to help them through it. And for others to experience that journey with them, right? The best parts of a lot of the seminars that I go to is the, the, the, the interventions or the live coaching that people do, right? The best part of the, Brandon Burchard event that I was speaking at was the intervention, even my own, right? It's like, hey, you guys understand this? And the woman stood up and said, I don't quite get it. Okay, let's work through this, me and you together in front of the whole room, right? And go to the whiteboard and start helping them solve the problem. Those are always the best parts, more than the scripted versions. And so your goal is to help them understand why they're at the point where they're at. Get the breakthrough and have everybody experience that in the process. So coaching, coaching needs to be a part of your ongoing content strategy. I want you to get them emotional. I want people, you know, you look at the woman I'm coaching here, she's having an emotional time here. It doesn't mean that everybody needs to cry on your session, but I need them to have an aha moment. I need them to come in feeling confused, maybe hopeless and leave feeling like they've got the strategies and the belief. Those two things combined. When they leave you, they've got the strategies to go do something and the belief that it's possible for them. It's my intention for everything, even here for you guys. I'm trying to give you the strategies on how to do it and the belief that you can do it too. Okay. Coaching. The second one is mentoring. And we haven't talked a lot about this for Instagram Lives, but it's super valuable. Think about the people who are in your circle, who are maybe part of your team or people who you just really like and doing it as an ongoing series. So the difference between coaching and mentoring, at least for me, is, you know, the coaching is one-off experience you guys are having. Somebody comes in, maybe you see them again, maybe you never see them again. A lot of people I've had on as coaching for Instagram Lives, they just say, hey, pick me, and I pick them and I may never see them again. Mentoring I see as more of an ongoing relationship where this is somebody who you wanna help. This is somebody who you are invested into and wanna see them build and grow. So this guy right here, his name is Kyle Manko. He's one of the best League of Legends players in North America. And he also plays Teemo, which is the character that I play. And I sponsor him. So I actually pay him every month to coach me in League of Legends and to splash my branding on his livestream. But part of that is we do a mentoring session every month where I, I love this guy, uh, huge heart, wants to serve, used to be homeless and slept outside of a Walmart in his car, addicted to all sorts of different alcohol, et cetera. And he turned his life around, built a full-time business off of playing League of Legends and making YouTube content. And I want to see him share his message to the world. So I said, Kyle, let's start a regular show where I'm going to coach you on how to build this business and let's do it live on Instagram. So he joins in, uh, usually about once a month and I help him. And again, with coaching and mentoring, all you're doing is saying, you're just showing up, right? I don't know what he's going to bring when he comes. I know it's about YouTube. I know it's about his, his Twitch stream. I know it's about building his business, but I don't know what he's going to bring up this month. And, and that's great. You know, it's not some set presentation every single time you actually get to sit there and help somebody. So there may be somebody in your life. I challenge you to think about, is there anybody in your life who you could give some mentoring to. It may be somebody on your team who you're building up. It may be a friend or a niece or nephew or somebody in your circle who you really feel like when you talk to them, they take the feedback and they do something with it. And now we're putting in a structured way of having that relationship both help them more and also the world. I had another one where there were these two guys and I was a guest on their podcast and I loved them so much. And they said, hey, we'd love to have you mentor us in exchange for being featured inside of our podcast. And I don't really even care about being featured inside of their podcast and never paid attention if it was there or not, but I liked the idea of having a mentoring series. And so we made this series that was, once a month as well, where they came on, I came on, we did over Instagram Live and I helped them. Hey guys, what's up this month? What do you need help with? Where are you? Where are you at? What happened last month? What's great about the mentoring version is it's like, what happened last month? I said to do this. Where are we now? And what's going to happen in the next month? It's that continuity. And it also shows you as a mentoring coach, holding people's feet to the fire a little bit for some accountability, as opposed to a normal coaching session, which would just be, here's what you should do. Okay, let's go. But then you may never see them again. As this helps simulate what an actual paid mentorship would look like. So if somebody is working with you, this is what they can expect. I don't sell coaching services, but if I did, people get a sense of how I do it, right? Like, oh, that could be me. That could be me being coached by Evan and him pushing me to do better, right? I may not want it to be live for everybody, but that's great. That's why you have your paid program. Think of somebody in your life who you like working with, who you like mentoring and guiding, and whenever you're with them, you give them advice, they take it, and then they're, they're updating you and just making this a more formal process. Put it in the calendar instead of meeting them by chance once every 6 months. Now you're having a monthly meeting with them and you're making it public. You can't— they may not be able to share everything, everything, everything public, but they can share a lot. And in that process, a lot of people can learn as well. So mentoring, coaching, mentoring. Next is interviews. So I, strongly, strongly, strongly, strongly push every interview for people who want to come on my channel to do an Instagram Live. It's my number one. This is Wim Hof. So if you guys know Wim, uh, Wim Hof, the Iceman, he's crazy. He's amazing. Uh, cold, cold baths, breathing techniques. Um, he's been on the show a couple of times. I did his, I did his workshop here in Toronto. We filmed it. We've done a couple other videos. Now he's doing another PR tour and instead of going YouTube first, we did Instagram. Kevin O'Leary, same thing, Shark Tank, right? Promoting, uh, promoting his new investments that he's made. Same thing. It's going to go to YouTube, but we start off on Instagram. Dean Graziosi, same thing, right? So this became a YouTube video. Here's the YouTube video. Right? We turn it into, you can see the thumbnail, that's, he's wearing the same thing. He's in that actual room. We take the thumbnail from the actual video and we turn it. We just have to flip it to go horizontal. So every time we're doing outreach to do interviews or people are coming to me to say, hey, can I be on your channel? Then it's Instagram first, ideally. Not everybody says yes. Seth Godin said no. Seth Godin said no, let's do it as a Zoom. Like, okay, you're the boss. Let's do it as a Zoom. Everybody else though has said yes. So, um, there's a 60% chance we're going to be doing Tony Robbins next week. We're doing a Deepak Chopra coming up. We're doing, uh, Marie Forleo coming up. Uh, we've got a bunch of people coming up that are going to be some pretty exciting interviews. And I'm defaulting to Instagram Live to have them on. And then turn into YouTube videos and put it on my channel. What's so great about this, and I've talked about it before, but I really want to pound that message home, is when you go live with somebody, it tells both of your audiences that you're live. So I discovered that maybe a week before my last Tony Robbins interview, and I was kicking myself to say, this should have been an Instagram Live. Because if we did an Instagram Live, his entire audience would be notified that I'm live with him as well. So when you're interviewing people, now you may not be at the point yet where you're interviewing Dean and Tony and Deepak and these people, that's fine. But if there's somebody who you would like to interview who might be at a smaller level who still has a bigger audience than you, default to making it on Instagram Live. Because when you're live together, their audience gets notified and then they learn about you. So whoever, you know, we have a list of 100 people and I've got a guy named Bo who helps me do all of the outreach to get people on the show. And I give him a list of 100 people. You could make your own list of 100 people and you can put some big names on there, uh, like big, big crazy names, right? I mean, I have Elon Musk on my list and Oprah Winfrey on the list and Kanye West on the list and you know, all those people. And, and we're working towards that. It's a long, crazy process to get those people on because they don't do this kind of stuff. But then also people further down, you could build your own list where you've got the 10, 10% of people who are the impossibles, but it's good to have that ambition and drive to get them. And then the others are people who you're working towards actually potentially getting, people who have a mission, a message that you want to help share. And that you're working towards bringing them on your show. I don't like it as an only strategy for you guys. I don't want you only to be doing interviews because I want you to be the thought leader as well. I want you to be the coach as well. I want people to hear your voice and your opinions and what you've got to say. So you're not just what I call the Larry King, right? Just the person asking the questions, but as part of a content mix, it's great. And as a way to hack other people's audiences, It's fantastic. So look at some of the people who have a bigger audience than you, who you genuinely care about and like them and would love to have a chance to interview them and, and bring them on, invite them, invite them to join, especially when they're talking about a new book. You know, Tony right now, uh, has a new program that he has coming up, a new free initiative he's launching. And so he's trying to get attention on it. Uh, Jeremy on my team who does the YouTube consulting, loves Ray Dalio. Ray Dalio wrote the book Principles. He loves Ray Dalio. And Ray Dalio is super recluse and doesn't do a lot of stuff. He did a whole bunch of media around Principles. Now he's geared up. That was what, 3 years ago? He's geared up to do a new launch for a new book that he's doing. So now's the time. Like Jeremy, if you want to talk to Ray, now is the time to do it. People may not talk to you. Like even for guys like Dean, I don't call up Dean and say, hey Dean, How long was this video? 26 minutes? Do you have 26 minutes to just chat? You know, Tony Robbins is not, hey Tony, you got, you got half an hour just to chill, right? This doesn't happen. But when it's public, people are much more likely to say yes. And so it's something to think about for your own content strategy, for sure. If you want to watch the full 85-minute version of this video and train with me live, twice a month to build your online audience, make money from it, and use it to change the world. You have to join my Movement Makers program. For more information, click the link right there next to me. Continue to believe, and I'll see you there.