Prioritizing what content format you use, depending on energy capacity?

George Kao breaks down how to pick content formats based on your energy and what actually brings clients. Record Q&A calls, turn them into short videos and blog posts. A 3-5 hour Substack post beats quick reels for SEO. Track which format actually gets you leads by asking new clients how they found you.
Chapters
So the question is about content creation and energy capacity. So for example, this person is able to, you know, have a conversation on a Q&A call with potential clients and able to rattle off a bunch of ideas. Whereas, you know, even in the half hour office hour, you know, or Q&A call, they're able to rattle off a bunch of ideas that could become content. You know, they could even record those segments. You know, question comes in, All right, thank you for the question. Start the recording, share the answer, stop the recording. That's one YouTube video, Instagram Reel, Substack video, Facebook video, TikTok, whatever you want, right? Next question and record, share the answer, stop the recording. There's another video, right? So, so in a half hour of Q&A, you could create several pieces of content and those could be transcribed and even expanded into blog posts too, or just written social media posts without without expanding it, but just putting into grammatically correct format. And then this person said, well, Substack, my goodness, I've tried to write a Substack, you know, blog post and it takes me 3 hours. And I get it. Yeah. And with Substack newsletters and blog posts, you feel like you need to add, you know, bring more. Anyway, it does take more time. So here's the thing. It's not, it like you have these different factors in mind. You have one, How much time and energy does it take you to create a piece of content in that kind of format, whatever format we're talking about? And then the other factor is which one gets you more clients, essentially, which one gets more traction over time. And you have to balance these two factors. So for example, if you release a bunch of short YouTube videos and then they barely get any views, you know, well, fine, it takes you less time, but what's the point? And then let's say you post, uh, takes you 3 to 5 hours to put out a nice blog, Substack blog post. But over time, it really builds momentum, you know, search engine optimization, which by the way, if you're gonna publish a blog post, please copy paste it to medium.com. Medium.com has way better SEO than Substack and way better SEO than most of our websites. I post my blog post first to my website. I Google indexed it, and then the next day I, I posted to Substack. Obviously Google will index that. And then several days later I post to medium.com. I've been doing this for the last, this exact formula for the last 6 months. And medium.com, Substack, or medium.com blog posts always win the SEO game, like by far. I don't know why, but anyway, so, so you have to see what the effect is on your business balanced with the energy capacity or how much time it takes to do a format and then decide from there sort of like the return on investment, right? Because maybe the 5 hours in doing the Substack is actually better for your business than the half hour where you can pump out a bunch of videos. I think everybody here has to experiment with that, because maybe some people really like, really do well with videos and don't do so well with their Medium and Substack blog posts. You have to experiment with the different content formats and then study the return on investment after, let's say, a month of that thing being out there. You know, how many, at least how many views and likes did it get? That gives you at least a very clear, you know, metric of how many people did it reach. Let's, let's say if you can't track exactly this thing led to a client, fine. It's really hard to, to have attribution that way sometimes. But at least you can tell what's getting more traction. And maybe your clients, when you, when you get a new client, I hope everybody here is asking every new buyer, how did you hear of me? Like, what was it? A piece of content? Which piece of content? You know, ideally if you can be in conversation with a new client, you would ask them, hey, do you remember how did you first decide to work with me? Like, was it seeing one of my videos or reading one of my Substack posts? Do you remember? That's super helpful for me to know what should I keep doing? Yeah. And you should ask every client. So I hope this is helpful. Thanks for asking.










