Why Your Content Doesn't Generate Any Leads

This will be a video for anyone who is consistently making content but not seeing any results. They're not generating any leads for this. And as we know, content is a very, very important part of every lead generation funnel because it's the only thing that shows up at multiple different places. You can use it as a tool to drive top of funnel traffic. We can use it as a tool to capture and nurture and qualify traffic in the middle and the bottom funnel. And it's actually even a very good tool to help us retain clients, because when clients buy from us, no one is going to basically consume more of our content than our active clients. And that kind of seems backwards, but it's absolutely true. And as they consume more content, they get more bought in, less likely to give us attitude, less likely, less likely to churn, and all of that kind of stuff. This is the full lead generation funnel that I teach in my one on one program. If you want more information on that, you can go to the link in the description. So the first thing that really causes people to essentially have a terrible time with their content, generate no leads for all of the effort they put in. Doesn't matter how much time they put in, or they have all of the right editors or it looks amazing and it's just because their content is not built for the target market. Not all views and content and likes are made equally. When we make videos and we make Twitter posts and we make LinkedIn and all that kind of stuff, the right views matter much more than the total views. And that's really not what people chase. They just get a big, high, big dopamine spike of going viral or getting a lot of views. But quite commonly that's not the best way to make a lot of money and generate a lot of leads. The problem is that most people's content is not made with their target market in mind at all. I would say that it's pretty generic slop that does nothing to resonate or build authority with the viewer, and that's the root cause of the problem. A great example of this is my content and my channel that you are watching right now, whether it's the first time or the hundredth time. I rarely get more than 2000 views on a video, but I average about 1 qualified booked call per 1600 views over the past year and that has an average lifetime profit of 22,500 and a close rate of over 70%. Those are great statistics because my channel is really for agency owners or just businesses in general that are doing between 1 and $10 million per year. I don't really target beginners. I don't target people trying to make their first 10k per month like a lot of people. One, because I just really don't enjoy that. It's nothing wrong with that. Everybody's kind of at their journey or you know, everybody's on their own path. But I feel like I can help more and I also enjoy it a lot more when you have a 200k, 400k, 800k per month business. And I can help you get a 30% or 40% gain in your paid ads or your content or your lead generation in total. And that makes you millions of dollars versus a 30% gain on someone doing 5k per month is like a 1500 dollar. So it allows me to charge more. It's actually a bigger result and I actually really enjoy it. So 2000 views per video, one lead. Like you could argue very logically and very honestly that I'm making about $16,000 per video and I know I should be posting more of them. That is just for my consulting offer. And that doesn't even take into account some of the huge pay per lead contracts I've gotten from my videos from my agency. Two of my biggest ones out of my four biggest ones lifetime were directly from or influenced by my YouTube channel. Untold hundreds of thousands, millions of dollars in a month. So the problem and the thing to understand here is my channel versus let's just say someone's channel. How to make your first 10k per month through, let's just say a $10 million agency channel like this versus 100k agency. Even though they might have the same business model and sell the same products and services, a $10 million per year business has inherently different problems than 100k per year business of the same type. Most people want to work with the big businesses and charge more, but they make content that is on the level of the hundred k business. If I was just going to, if I'm trying to do this offer that I'm running this consulting and I'm instead of making the videos I do and I just do how to or the easiest way to get 10k per month or how to land your first client, it's not really going to stand out or resonate with my target audience. They probably wouldn't even click on it. They definitely wouldn't watch it and they might not even get recommended it in the algorithm because the algorithms are pretty advanced. So it's not built for the target market. That's the Number one problem. The second problem is that it just doesn't really provide anything unique or any key insights. Most people's content, I would say, is complete and utter garbage that doesn't actually say anything new. It's either just extremely basic or the same as everyone else's, or both. And you can prove that by watching 10 videos on your feed, or scrolling through Twitter for two minutes, or scrolling through LinkedIn for two minutes. It just doesn't really do anything. Just like most people don't really do anything in terms of taking action, most content doesn't do anything to provide any key insights. My favorite test with content on all platforms is the is this useful test. So every time you see a video, every time you see a tweet, every time you read a newsletter, every time you see a reel, you should apply this test. So do it first with your own content if you are currently failing, and then scroll the feed for 10 minutes and do this and it will be absolutely shocking to you. I have done this recently on a zoom call with one of my clients. And the amount of crap on a Twitter feed that's not actually useful, not even funny or entertaining, just absolute zero value in any way. It's gotta be upwards of 95%. Yeah, you see people essentially insulting their target audience. Like if you're still doing X, Y and Z, it's no wonder you're failing. Like that's like a very common tweet and LinkedIn post to see. And I'm not sure how insulting your target audience or acting superior is going to help you get any clients. But do this test for everybody that you see in the feed and especially yourself, if you are currently doing content and not generating any leads from it. The next point is somewhat related to the last point, that not all views and content are equal in terms of lead generation. You see a lot of people, you know, they start off strong and then they start making day in the life of a X, Y and Z videos. But that doesn't really make anything to do with your target market. Think you're smart or want to trust you, or want to hire you to help them do X, Y and Z. Unless you're targeting kind of impressional people under the age of 25 or maybe even younger. A lot of the content that people make where it's POV day in the life, you know, all of this random stuff probably does more harm than good. Just imagine a 40 year old executive who can actually pay you a lot of money. You know, he has a problem, he's doesn't even know what he needs to search on YouTube, like that's where you need to be. And you need to take those things that your target market is thinking or the problems that they actually have, but sometimes they don't even know how to communicate and preemptively make videos to solve those problems. Good content is useful, it's actionable and it's easy to consume. So a slideshow like this one, easy to consume, hopefully it's actionable. I think it's very much useful. But that's what makes good content. The final point is that their content strategy is completely random. And this is actually assuming you get traction whatsoever. This is the one that kills people when they get to maybe level two in their content. If we go on an arg, like a kind of an arbitrary scale of one to five, most people don't get to even one, but if you get past one and you get to two, a lot of people don't progress because of this thing. And that is a lot of people post random content that has little to no, nothing to do with the previous posts. And that's a bad idea for a few reasons. Number one, when you're constantly mixing everything up, it can be very, very hard for the algorithm to judge what you do and to recommend your content to the right audience. You know, first now you make an AI Automations video, then you make a sales video, then you make a paid ads video, then you make a Day in the Life video, then you do make a podcast video. And they're all different subjects, they're all titled differently, all the keywords are different. Very, very difficult for the algorithm to even recommend it to anybody. You see a lot of the big YouTubers, you know, maybe I'm only making like N8N builds, or I'm only talking about YouTube, or I'm only doing all of this stuff. Becomes very easy for the algorithm to know if the last 20 videos were about a specific subject or the last 20 posts were about a specific subject. Makes it very easy for it to be confident that the 21st video is going to be about the same subject and push it a lot more than it would otherwise. The second reason is that completely random content posts and strategy can really hurt viewer expectations and ruin the binge ability of your content. If they clicked on a video and they thought it was great and they subscribed and they're excited and the next video or the previous video, when they go to the next one is something completely different, that's just very strange, right? They're going to click off, unsubscribe, not watch it all, all the above. The goal to get clients is to think of your channel, think of your account, your page as a non stop stream of binge worthy content, a series of binge worthy content if you will. You want to get them to do or consume one, whether that's video or a post. They think it's so good, it's so useful, it's so actionable, actionable, it's so easy to consume that they click on the next one and that one's so good. Then they click on the next one and that one's so good. When it's completely random like this, or even if some of them are, let's say low quality or low effort, it can really hurt that process. And as such your instead of your six month sales cycle from content, you know, going down to two weeks because it's so bingeable, it stays at six months or even balloons even longer if you only, you know, make one out of five videos that are about the target audience. It's very, very important stuff. And the final reason is that when it's completely random, it makes it impossible to truly own a keyword or a concept in the eyes of the market. If you look at, you know, Nick Sarayev AI automation, Nate Herc N8N buildouts, Ed Lawrence, YouTube, Jeremy hates 1 million per month, Alex Hermosi just business in general. Those people own a keyword or concept in the eyes of the market. And if people, if you look at the people that make the most money, they go to those channels for one reason and that is to get content on that subject. They don't go all the way here, X, Y and Z. Everything is very coherent, everything's part of a strategy and that is why they generate the most leads. So in short, they're not built for the target market. We need to start with kind of the audience in mind. You know, go for a walk and write down 30 problems that your target market will face and make videos about those. The next is actually create useful content that's not regurgitated garbage and then make a coherent and consistent content strategy that is not completely random and doesn't go off the rails on a regular basis. So I hope this video was helpful and I'll see you in the next one.