Video Podcast Frameworks: Maximizing Reach and Monetization with Ken Okazaki

Warning, this podcast contains brutally honest opinions. If you're easily offended by the truth about your favorite shows, you might want to skip this. If you crave a no-holds-barred journey into what makes a podcast unskippable, then listen in as we, Tracy and Tom Hazzard, put our expertise and relationship to the test here on The Binge Factor.

Hey everyone, welcome to The Binge Factor. I'm Tracy Hazzard and I have Ken Ogazaki today as my guest, and I'm so excited about his approach to everything. And I love, love, love his show name, The Content Capitalists. It's such a great show name and the impact of that cover art is so brilliant. So you're going to want to go check out the show and check out the blog post for this episode. So you can really see how it stands out and how brilliant it is. Ken's an entrepreneur who specializes in providing tools, services, and solutions for professional coaches looking to grow their businesses. He's a founder of Go Box Studio, which is the world's most professional video studio designed to be a carry-on size and easy to set up in under 2 minutes. I played with it and it is just so much fun. It's this great box that you look brilliant in, mind you. And has all the top-notch video content creation equipment that you need. It's super simple. And if you wanted one in your office and you didn't have room for a big studio, that's the thing to do. I'll make sure that there are links for that in the blog post for this episode so you can go check it out. We didn't really even talk about that in this episode that we recorded. We mostly talk about his agency work at the 20X Agency. Ken and his team curate, edit, and syndicate video content across all platforms. And it helps coaches simplify their marketing efforts and establish more authority with results-driven strategies. And that's the key here. They're doing a lot of video work, and that's what we're really going to discuss in this episode today. They're doing a lot of video work that has good results. They're seeing the views in YouTube. They're seeing the resulting butts in seats for events. They're seeing actual conversion from the content that they're creating, which means They're making money off their podcasts, off their YouTube, off their content creation. That's why he's called the Content Capitalist as his podcast title. So let's talk to expert Ken Okazaki. Ken, thanks so much for joining me. I am so excited to have you. You and I have gotten to know each other. I've been on your show, gotten to appreciate what you do. But I love the title of your show, The Content Capitalist, because I mean, look, hey, so much of this is like content for content's sake, content because you should do it. But let's think about this differently. And I love that method of thinking.

Absolutely. And I think there are too many people who kind of look at making money as a necessary evil, and I want to flip that on its head. It's like, put the money right up next to the creation. And if you don't have both those engines running, then you're gonna be going around in circles quite literally in your business.

Well, it's not just going around in circles, like it makes it hard to continue to do something that is really an integral and important part of your business. You may not understand that, but if you don't have the technical and vehicle for the capitalist side of it, right? It feels like it's not of value until you remove it and then you find out, What a big black hole you now have in lead generation or something.

Yeah, 100%. 100%. I've seen so many people, you know, start off strong and then a month or two later life gets in the way. In other words, hey, I actually need to make money. And instead of figuring out how to monetize their content creation, they look at it as a separate thing, like a hobby. And then they gotta go, you know, do their 9 to 5 to support their hobby. And I guess that can work, but you know, the passion and the amount of quality and amount of effort you put into making a really good show, whether it's podcast, YouTube, or any kind of creativity, it's going to double when you realize, hey, this also makes you money. So then it's win in every direction. You enjoy doing it better, you make better quality content, your audience enjoys it more because they could see the effort and the time in it. And there's just no reason to not do it that way.

Yeah, that's a— I think that is such a hard thing that the monetization fall doesn't happen quick enough for a lot of people or the value that they're— and so everything in life starts to get in the way, right? The how do I got to take a sales call? I don't have time for content creation. It makes it a roller coaster. That's what we used to call it at the beginning when I used to give a lot of speeches about it. Marketing roller coaster. Like you, you do a really great job of all this content creation and you get all, and then you get some clients and then you get too busy servicing those clients and you hit the bottom and you realize, oh, I forgot to keep marketing all along the way. I forgot to keep pushing out my content.

What you're describing there is, I don't think it's ever gonna completely level out, even for people who are doing, you know, 8-figure businesses. But I think that you can smooth it out instead of it being, you know, like these 10-meter drops and ups and downs. It's gonna be more like little bumps in the road that you can course correct on, you know, like it's— and when you get to the level where you have a system in place where everything is planned ahead of time before the shoot and everything that happens after the shoot is automated either with humans or with software. I like automation. I, I call it all automation 'cause I'm not doing it, right?

Yeah, it's not me. Yeah.

And I actually don't see too much difference in the way that I interact with it. 'Cause software runs programs. A program is literally an SOP in a different language that a computer can read. You create the same program in the form of a, you know, of a checklist and you train someone to do it. It's, you can look at it really the same way and it's, it's not artificial intelligence, it's real human intelligence behind it. It's just a step above right now.

Sometimes we need the real human intelligence and I think that that shows in the kind of production value that you provide. So you have an agency, 20X Agency, and predominantly I would say have video clients first and foremost. Maybe they're podcasters also, but they were video First. Is that correct?

Yeah, that's correct. We actually, we coined the term and it hasn't quite taken off yet. I'll admit, VaaS, you know, instead of SaaS, software as a service, we do video as a service and video-centric content creation. Now that can also mean a podcast that features video. It can also mean, you know, blog sites that are derived from the video, but video first and everything is a derivative of that. And, you know, we create the full suite of creatives, but For me, video has been the central focus around everything we do. Why?

Why is video so powerful right now? What do you think?

You know, I'm gonna take just like 1 minute to talk about my history so then you understand the context of video. So first of all, 16 years old, my dad gets— my dad's a serial entrepreneur and he got this contract with NHK, which is Japan's— well, it's actually technically the world's largest broadcasting station in terms of viewership, is the, like the biggest one in Japan. And they were like, hey, could you, you know, he got a contract to make like a kids' show for learning English to Japanese and he's using what he has. So he turned our living room into a TV studio set, right? He went and got like the, what do you call those things? The trusses and the lights and moving cameras and dollies. And I was just like, what the heck is happening here? But I loved everything I saw. I'm just like technology and lights and, you know, fancy things and a clapperboard. And I got so enamored by it. And mind you, I'm 16 at the time, so. old enough that I kind of can help, right? And then I asked my dad, like, hey, can I help with this and that? And I just learned and I was loving it. We were editing on, on actual magnetic tapes back then, if anyone's old enough to remember what those things are.

You don't look old enough to remember what those things are.

Yeah, there was, you know, we had, you know, decks of the Jug and Dog and Shuttle and all that kind of stuff. And so that's how I got my taste. And then I didn't do anything for a while until I started a business. Where I was actually doing large-scale events in Japan, anywhere from 2,000 to 8,000 people at a time. I'd run these events every month and we hired people that were world-class speakers. You know, we had Robert Kiyosaki, Tony Robbins, Jordan Belfort. I could go on and on, Les Brown. But I'd bring these speakers to Japan, I'd fill the room. And if you know anything about large-scale events, if you don't put a butt in every single seat, you have failed. And if you have 8,000 seats to fill for someone like Tony Robbins, you have to deliver. And we tried every marketing method possible, you know, affiliate marketing that brought in some email marketing ads. The thing that consistently helped me fill seats consistently made sure that I got the best ROI on sales was video. And I realized, gosh, this video thing really works. And I just went all in on learning everything I can about video. And eventually I exited that business, but I kept just the creative part of that business. just the video creation thing. And I started my agency and I called up some of these speakers and I said, hey, by the way, I'm exiting the business. Actually, the conversation, I kind of phrased it differently. I'm like, do you remember that time you came to Japan and we did that huge event and, you know, thousands of people showed up? They're like, yeah, it was awesome. When are we doing the next one? And I'm just like, yeah, that's the thing. The next one is probably not going to be in Japan. It's going to be somewhere else and it's probably going to be, you know, with another promoter because I'm not doing that anymore. And it's like, oh man, too bad. But would you like to work with me? Would you like to get my help to Actually put butts in seats all over the world for you. And they're just like, works for me. So that's how I got my roster of clients. And that's why I was able to get what I call a jumpstart working with industry leaders and continue working with these guys, continue to help them market themselves, brand themselves. And now we've kind of moved just from ads to social media because that's really all the nurture and the branding.

It's as much organic as it is. Yeah. push advertising nowadays and probably more so the organic is working.

Yeah. So yeah, now this methodology we use is really everything starts as organic. We test it, we season it, and when we see what really pops, we turn those into ads and then their ads team starts running a lot of money behind that. But you'll get your best bang for buck just by doing a whole bunch of organic, figuring out what works, and then turning those into ads. So that's the history of how I got into it.

No, but I love that. I'm— thank you for giving us that sort of framework and understanding it. But that makes so much sense because you were seeing a direct capitalist, as we were talking about before, direct conversion result from what you were doing on VideoMore. At what point in that process did you decide, hey, I'm gonna check out this podcast thing and add the podcast into the mix?

Probably less than a year ago. So if you go to my podcast channel, you'll see that we're, I think, 40 episodes in or so, or—

I think you're about 50 when we're recording this. Yeah.

We hit 50. So. That's how many weeks I've been in.

So almost a year. Congratulations.

Almost a year. And the reason I started was simply because a lot of my clients were asking, hey, could you also take our long-form video content, which by the way, we've been taking already and turning into shorts and things like that. Could you take that and make podcasts out of it? We're like, sure. So I think we just did a little bit of research, hired somebody who had a bit of experience and started doing it. But I really wanted to know a lot more, like experience it myself so I could do better for my clients. So I thought the best way to do it is just start my own podcast. And that's why I got into it. And that's why I started simply because my clients wanted it. And I thought if I don't deliver something that I know what I'm actually doing, then I think that it'll be a, feel a little bit hypocritical even though I can hire experts. So I started and I started just by interviewing my clients. And my clients are people typically who are doing $1 million or more a year. And I, so I made the criteria, you gotta be making $1 million or more.

And I said, well, and you gotta have content from content. Yeah.

And the way I, I think of it, I don't say this to everybody. I say all my guests are my clients, past, present, or future.

I love that thinking, right? Well, now you all know why I invite Ken on, right? This is what I told you before. I invited him on because he walks the walk, and that's really critically important here. Not only is he trying to experience this so he can be 10 steps ahead of his clients, but also he's experimenting with it in terms of the exact same thing all of you are doing, which is, can I use my podcast to lead generate for new clients? Can I I use it as a nurture for my existing clients. What are you using your podcasting for is exactly what Ken's experimenting with, which means that he can advise better. Yeah.

Thank you for that. Where are we going with this?

Yeah, so I'm gonna touch on the next thing. So now that you've seen the way podcast is working, cuz I mean, look, you're, you're in it, you're seasoned right now. You reached 25 episodes or more and you are in the elite 10% of podcasters right at that moment in time.

Already only 10% make it to 25 or more.

Isn't that sad? And you make it 100 and you're in 2%. That's how, how dramatically different that is.

I think I've already shot 70, so—

You're on your way. I'm very convinced you'll make it. Yeah, no problem there. But looking at that, what differences have you seen or have you not seen it? Are you finding it very, very similar to video content creation besides the equipment, of course?

Yeah. So, you know, when I work with my clients and the thing is they're all busy CEOs. And when we shoot video, the thing I do my best to do when I shoot video, and I, I'm getting to like, what's the difference here, is I have found that when we try to be creative and try to make stuff up as we're talking, which as entrepreneurs are really good at bullshitting, like I could say, hey, could you talk like an authority on Japanese sushi? And I'll bet you could riff for 5 minutes about it and make up a bunch of words that sound Japanese.

It is one of my favorite foods, so I'm very sure I could.

Okay. Well, well, something else like, We're just good at making stuff up. But here's the thing, when it comes to making stuff up, which, and by the way, it, it will be helpful, it's inspirational, it's, it's gonna be from our experience most of the time, but it takes a lot of calories. When I say calories, like we're, our brain is working like really hard up here just so that our mouth can keep moving in sync with what we're trying to say. And it's, it's, this is a balancing act. Now, when you do like 5 or 6 videos in a row, and by the way, we typically do 20 to 30 with our clients every hour. And that's what we are part of the service you provide. If you're trying to be creative the whole time, you will gas out really fast and at the end your stuff will look kind of dead. You know, you're gonna be just blabbering, your mouth will be flapping and not really making sense and the energy's gonna be gone. So we have frameworks and we have really tight frameworks. Like for example, one of the ones that's working really well in short form is we call it the 3 and 3. We is 3 stages. We say, stop doing this, do this instead, and here are the 3 steps to do this thing. So, and then we say now, so like for example, Tracy, I could say, hey, stop doing podcasts and expect to get paid. Instead, host your own podcast and get people to pay you to be on the podcast. Here's how. Number 1, set up your bio to say these 5 lines. Step 2, reach out to 15 people every day with this script. And step 3, whatever that is. And then this, this actually works really well. So I teach these frameworks. And then we take their framework and then a hook that we compose for them ahead of time, and then they could just riff really, really fast and we get a ton of videos done. Now when it comes to podcasts, there's not a tight framework. It's a very, I'm finding it's much more conversational, just like right now. Nothing we talk, we're talking about right now is scripted. It's not planned ahead of time except there's a loose theme and we're in the same, like we're kind of vibing on a mental, psychological, spiritual level maybe. So I'd say that the biggest difference is something called, like, I'd say it's vibing. It's more like sensing each other's energy and it being a back and forth instead of director and talent relationship. It's more like a—

Yeah. It's like a collaboration. Yeah.

That's what I feel like. Yeah. And the other thing is I do use a framework, but it's much more loose. My framework is past, present, future. That's it. In the beginning, we talk about how you started and how you got to where you're going. Present, what's working right now? So that's the part that The past sets up why the present has context and why what the tips and tricks they're gonna teach you on the podcast makes sense. And there's more value. Future, what are you thinking about in the future? Everybody wants to know what the industry experts are, what's, you know, seeing around the bend.

Exactly. I always end that too. You're gonna find that we're gonna get to that.

Cool. And then they get to pitch also, you know, soft pitch, like what they're doing. And then we'll provide links to all their stuff in the podcast. So that's my framework for a podcast, but it's, it's much more loose.

It's much more loose.

Yeah.

And you know, I, I think that's some of the, one of the things that is that authentic vibe, that vibing you're talking about happens naturally in conversation. And when, as a speaker, right, we rise to the occasion when we're talking to someone else in a very different way than we do when we're alone in front of that camera. It, it's one of the reasons I like live streaming some of my content because I'm much more cognizant of the person on the other end of that. And it becomes a little bit more higher energy, more performance, less of that drain that you talk about.

There you go. 100%. 100%.

Well, let's talk about that because you livestream and you do quite a lot of that. Are you finding that the bulk of the video views you get are happening on the livestream and not as much on the replay? Or how is that working?

So my primary platform is Facebook. And a lot of people who are listening are probably on LinkedIn. I kind of see this correlation between podcasting and LinkedIn. They're pretty tight. And then Facebook and Instagram and TikTok are kind of like, there's kind of this fuzzy line between those. And I don't know why there's this. For me, most of my clients come from Facebook. And so I livestream to my private group there. We've got 7,700 people. Everybody that's in there, we've, we got their contact information, their emails. They're probably in my email system as well. But when I livestream there, that's usually something that I've been talking about and I actually just relaunched with a new set of rules and stuff. New direct— not directives. Well, I relaunched the group, changed about a lot of things about it. But the point is that when I livestream, I go for about 20 minutes. I have a simple framework for that. I engage with the audience, but that also gets livestreamed to— where else does it go right now? It's just the group actually.

Well, I think your livestream's appearing because I can see it in YouTube. So I think there must be like a stream through to YouTube as well, cuz it is showing like Upcoming. Your next live is going to be there. I can see it there.

Okay. Okay.

So your team has that set up.

And now I know.

Yeah, because that I can see. So I can see when it's upcoming. I also see that you do have it for like when your new podcast video part, your video part of your podcast releases, it has an up and coming and planned and you can see something there. And I don't think a lot of people take advantage of that.

Oh, again, my team way ahead of me.

Way ahead of you. Yeah, I think they're planning it like it's an event and then it's gonna, it's gonna air, right?

They do the premiere thing. That's right.

Yeah, the premiere. And then they're using, that's the name of the tool. I'm not a YouTube girl. I'm getting way into it right now. I've been getting way into the weeds with doing, I always like to, you know, test everything out for our clients too. And I'm making some, now that we've had YouTube Shorts for quite some time, I think it's been well over a year now that we've had that, that I'm making some new recommendations for best practices. So I'm diving into some of the things we used to do and now what some of the things we are doing. And it's just, I like, the more I dive into it, the more I feel like it's a foreign language.

Yeah, it's very different. When I'm in LinkedIn, I feel like everything's a foreign language. You know what's interesting is you brought up Shorts and typically on Instagram and Facebook, When I record these kind of conversations like we're having right now, I'll have my teams pick out anywhere from like 3 to 6 short-form content bits, things that the audience will appreciate. We'll edit it nice in a vertical format, put it up on Instagram and things like that. Lately on YouTube, you can go look for yourself at the Content Capitalist channel. Our videos are typically getting on the low end, like 300 or 400, and every other video will hit at least 2,000, and a few of them are 6,000 or 7,000. And this is going up.

So the YouTube Shorts videos is what he's talking about.

Yep.

The Shorts videos are Getting those kind of plays. Yeah.

And the full length, 10 or 20 maybe. And then we created the medium form, which is getting a couple hundred. But what I'm trying to say here is that the short forms, like when you make short-form content, I feel like you're on what I call the— I don't know if this is the real name— the walkalators. It's like an escalator, but you're walking. It's like a sidewalk at the airports.

I don't think that's the name of it, but I know exactly what you're talking about.

The walkalator. It's a walkalator from now on. Okay.

That sounds good to me.

They just put more juice behind that.

It's like an assist, right?

Yeah, it is. And I'm not doing anything extra. It's the same content, just in a different format. And it's getting a whole bunch of views and the views are translating into not necessarily subscribers. It's, there's not a correlation there. I don't think people are scrolling and see a short and it's like, I need to subscribe. Or maybe I sh— I need to give them more reasons to. But instead what's happening is I'm getting more hits to the podcast because everything is watermarked with Content Capitalist and people are just like, what's that? Where can I see more? They go straight to the podcast. So there's an interesting correlation there, and I'm still playing with how can we, you know, keep people in the ecosystem.

Yeah. You know, I think you're doing something right there. And as from our experimentations, we've been finding the same thing that there's like a boost going on to it. And that's the best time to be using something and diving all in. It's more reason to be doing. And I'm so glad you said that, cuz my next question was, how many are you doing per show? And you're doing like 3 to 6 and That's really what we're seeing as well, is that kind of sweet spot depending on how long the episode was, whether or not we get 3 out of it or 6 out of it. But we're finding the more we do, the better off it is and the more circulation that, that heads to the full-length episode.

And here's the important thing about this. There's countless people who came on as my clients and what they say is, I, I wanna work with you because I've hired freelance video editors and what happens is I send them full length. And they send me these short forms and they're wondering, why the heck did you pick that and not this? Like, how come you're not understanding what is interesting and what's just filler, right? And what happens is the editors are good at editing. What's it— what's a video editor's job? Is to make video look good, right? But they're not good at figuring out the marketing angle about what spots to pick. to make look good in the first place. And then, so what happens is they tell the editor, hey, that's not it. You need to pick some other ones. They pick more wrong stuff. And then eventually the guy's gotta go back, watch this whole episode again, and then give the timestamps. And then the editor goes and edits it and they might get it. So this is back and forth thing, and people usually end up settling not for what they believe is, you know, the best stuff, but what they can afford to spend time doing.

So I don't have time to go back and give you all my timestamps, right? But I'm also like your worst client because I would never do it. I'd be like, that's why I hired you, and I'd move on, right?

And so now in our company, we don't allow editors to choose the spots, period. We have a 3rd role, and that's the content curator. This is somebody who's actually grown up in the same culture as the client, in the same country, has a marketing or copywriting background, and they're gonna transcribe the whole thing, scan through it, Highlight exactly what the title of every single video's gonna be, what the spots are gonna be, and how to arrange it so that there's a great hook at the beginning. And they can go through these really fast and then they give the instructions to editors. This is the onscreen title, this is the opening hook, this is the body. And then they'll mark 3 or 5 or 3 to 6 from every single episode before the editors get their hands on it. And that's been the magic sauce that allows our clients' stuff to go viral is we stopped letting the editors choose. The editor's job, we're just like, make it look good, make it sound good. Curator's job, pick the right stuff to make look good and sound good. And absolutely game-changing.

You know what, in real TV, in real broadcast media, they have a producer who does that, right? Not the editor. And it is a very different role. The other thing though, I think that you're maybe being a little generous and nice to some of those editors out there who are podcast producers, and I'm using air quotes here. They're not really— they don't have the time to do it themselves and they're using an AI tool and the AI tool pulls junk 90% of the time because it doesn't know you.

I tried a few of them.

Yeah, but that's what's really happening is that's why it picks filler because it's like, oh, it's soundbitey and it's in this stage and they don't always work with what's really good in your niche, what's really good in your industry, what's really good in your A country, as you put it, like, you know, they don't really understand that. The tool doesn't understand that and no one's guiding it. Yeah.

And just full disclosure, our team is very diverse. We've got, you know, people— I'm in Japan. I've got a few people in Japan, Canada, US, Philippines. Now my creative team is mostly in the Philippines. They're really, really good at making stuff look good. But the people who curate the content, these are people who actually lived or grew up in the US. And I don't allow that line to cross. Like if someone's in the Philippines, somebody who has to have grown up and got schooled in the US and learned marketing there, and they could be living there. And by the way, we don't have any, but that's the only reason I would allow that to happen. It's not because they're not good at it, it's just a different culture and it's hard to understand. Like for me to expect you to make jokes that are relevant to the Japanese audience, that, that'll be asking too much because you don't know. And it's the same between Philippines And like the references, the jokes, the TV drama, the, the pop culture, there's just too much for to expect someone who's like maybe South America or the Philippines or even, you know, India, they can't do it at the level that somebody who actually understands it can or grew up with it.

Yeah. No, and then I think it's so interesting and I think that's also niche related. Like I have a ton of real estate podcasters and that lingo is like a foreign language sometimes and you really have to be in the know. To figure out what's important. Well, I also really want everyone to go and listen to your show because you take those clips that are going to become Shorts, and they're a teaser at the beginning of your episode. So they're before your formal intro plays, so before the formal music, which I love your music and your voiceover. Great job on that. It's nice and short. It's high energy. It's to the point. But the teaser before it really— Makes you want— They choose sometimes some things that are very personal and then some things that are really professional and like good tips. But you got a nice mix of it in that teaser. And I think that's really the key to drawing you into your show. And especially if somebody is like checking out a video or checking out something for the first time, when they hear that little pieces on it, they're like, oh yeah, I want to listen to the whole thing. It's going to draw them through. And you do a great job of that. Your team does.

Oh, thank you. They'll be watching this one and I'm gonna— and I'll tell them, tell them myself, Tracy Hazzard approved.

Tell them I said this and they can clip me on that, right? For, for your promo. Yeah. So, but that's one good reason to really listen to it. But I want you to go and check out the YouTube on this. I want you to check out the Content Capitalist YouTube channel because it is so well designed. Everything has Great pop of color. It is— there's customization in that Ken and his guests are both appearing on each of the thumbnails that are there, but the thumbnails have a pop of topic information, and that really is the key. So when you dive in and you look at it carefully, you're like, oh yeah, those are 2 different guests, those are 2 different people. Oh, I see the difference. But that pop of the words in the center of your thumbnail It just stands out. And if you really choose your episode you're going to start in or your video that you're going to start with, it really helps make those choices easy for you and draws you in without having to read the long titles to anything. Because they're really tiny when you look at these. When you're scrolling through your phone on all the videos, it's hard to read them and it's hard to get into them. And you just do a great job of that popping out and really drawing you in. And that's a great thumbnail.

Well, thank you. Thank you.

Yeah. So Ken, we wanted to talk about what's next. So now that you've been doing this podcasting thing for a year, are you gonna mix some things up? Are you gonna try some different things? What's up next for you?

Yeah. So far all my podcasts have been one-on-one interviews with people like you and exploring stories. And I've had a lot of people, well, that's an overused phrase. Everybody asks me. So let's be exact. I've had 2 really good friends. People who are, you know, around the same business level as me and probably 15 guests, guess about 15, reach out and say, hey Ken, could you actually just teach some stuff too instead of just interviewing? So that's something I'm starting. And the way I'm going to do that is we're going to still going to continue the weekly interviews. It's going to start doing 2 podcasts per week. One is going to be me just teaching stuff that we do in our agency, stuff that works, and that's going to be interspersed so that we have 2 episodes coming out a week. So I'll probably have to record a new intro. And the way I'm gonna be doing this is I'm gonna be teaching it live inside my Facebook group once a week. That live video is— are, are you interested in kind of the mechanics of this and how I'm setting up that? Sure. Okay. Okay.

There's some of us techies in here that really wanna hear about how it's gonna work. I wanna hear your framework.

Okay. So first of all, I looked at all of the videos that have done really well for my clients and we broke down why we believed it did well and how someone could replicate that with a framework. What framework did we use? What reference do we use? Like for example, I've got frameworks for hook. One of my favorite hooks is called the how did went in, how did went in. And then whenever I say that to my copywriters, they know exactly what to do. And it's how, and then name did impressive feat in limited constraint, right? So like how Tracy Hazzard went from ghost designer to millionaire podcaster In how many years was that?

It was a couple of years actually. It was the month, the first time around it was only 10 months.

Okay. In 10 months, right? So now that's a great hook to start. So I'll just explain, okay, this is the hook we used, this is the framework we used and stuff like that. So I'll break this stuff down. So what we're gonna do is we're gonna, I already have about 50 of these trainings planned. They're all in Trello and I've got a, a Trello-like system. I've got a, a list called the Hopper. Now what's gonna happen is my team is gonna make a landing page for every single one of these videos where we're gonna embed the full video in. And there's a call to action which says, hey, by the way, if you want a worksheet on how to apply these frameworks to yourself, click down below. So when I go live once a week, my team already has the landing page with a dummy video in there. We've got a PDF worksheet which I will be filling out as I train this. I'm gonna train it live in Facebook. My team is just gonna take that live video, trim off any engagement stuff I have with the audience, add a few titles. Stick it up on YouTube. People can watch it for free, embed it in the landing page. And then at the end of the week after I go live, I'll put up a popup in my email and my social media saying, hey, by the way, I just did training that teaches you A, B, C, and D. Did you see it? If not, check the link in the first comment. That comment's gonna take them to the landing page. The training will always be free. If people want to download the worksheet, they gotta give their email so that we can send it to them. And that way we can continue nurturing them, reminding them. That's the system. So because it's live, I get to get the live feedback. It's gonna be live, but it's also gonna be enshrined in its own lead magnet landing page. And now what I'm doing is I'm creating this library. So if anyone ever asks me a question, my team or me are gonna know, hey, I covered that in this episode. Here's the link. The videos will always be free, but we're gonna capture the information to, for them to download the worksheets that go with it. So there's gonna be—

That should really drive people out from the description on YouTube as well, right? To the landing page to like, I want the worksheet. So then they just go right there and now you've got them. That's great.

So I don't wanna have to think about inventing stuff much, so I just concentrate and make a 50-episode plan. And then all I gotta do is my team sends me the worksheet, I know the title, that's enough. I train for 15, 20 minutes and then we're done.

That's so great. So we actually do something similar, which, uh, is we do our live streams every week. I just did it earlier today. We do our live streams to our group and we live stream out to YouTube, Facebook, Twitter, and LinkedIn. So we actually livestream it outside of our group, but our clients are within Zoom with us. So they're the only ones who can do Q&A. No one else gets to do Q&A, and it gets cut off after we do the lesson. So the lesson's out there live, and then we then take it afterwards. Our team does do the cutoff and doing all of that. And sometimes they're step-by-steps, and sometimes it's more advice than it is step-by-step. So we don't do PDFs for everything or step-by-steps for everything. But if we do, it's in our resource library. And so that's in our tips section. And so we do it that way. But I love that spin on doing a landing page, doing that much more as a lead generator.

Yeah. And I think there is gonna be an aspect of it where we just include it all inside of a, some kind of subscription or membership portal. But for now we're just creating a, a whole bunch of landing pages and then afterwards it'll be easy to—

To reorganize it, right? And put it into some kind of order and yeah. Yeah. Yeah, I love that. I think that's a great plan for you. And honestly, that's exactly the advice I would have given you too, is it's time for you to give some more of yourself into your podcast. It's right at that stage where a lot of podcasters, right about a year, they look at that and that's a first consideration that I always have is, is your show ripe now for growth from your own advice and mixing that up and doing that? It's going to be great for your show.

Well, thank you. I'm glad I'm on the right page.

Yeah, you're right in line with it. Well, Ken, do you have any other advice you want to give to our podcasters out there on the video side, on podcasting, on anything that you would like to give them advice on, from an agency perspective?

2 things. One of them is technical and the other is going to be not technical. And I'll start with the not technical one. I think that if you're a business owner, then you need to be a lot more fearless. And when I say fearless, if there's something that scares you, and I know there's so many versions of this quote, but I found that every time I do something that I'm like, nah, I can't do that, but then I push through, it's the best. It's always the best results when I do it and I'm a little bit scared shitless. Like I'm just like, oh, I just signed this contract where I'm gonna guarantee these kind of results for somebody. Now I'm gonna work twice as hard to make it happen. I might even overextend and throw a little bit of my life outta balance to make it work. But when I do it once, I can reflect back and say, hey, I could have done that in half the work by doing this and that. I do it again and again. So if you want to gain market share, if you want more clients, be fearless, be more fearless than you are if you're not getting the results you want right now. And like making bold claims, making commitments to the public, making promises that you don't know yet exactly how you're gonna fulfill it, but you know that you have the energy and the will to do it and the fortitude, right? So be fearless, make content that you actually care about, not the stuff that you think your audience wants. Here's the second thing. I was watching an interview with MrBeast and he says, whenever you complain about the algorithm, change that word algorithm out for audience. The algorithm doesn't like you, your audience doesn't like you, right? The algorithm's not the problem, the audience, like you're not connecting with your audience. The algorithm, if you keep blaming the algorithm, Then what's going to happen is your brain is going to switch to how can we game it? How can we stuff it with keywords? How can we make the thumbnail, you know, just the right, like there's all these hacks and tags and hashtags and SEO. There's so many things you could focus on, which are kind of important, but nothing will hold a candle to actually creating good content your audience likes. There are great videos that have crappy technical setup, bad thumbnail, bad title, bad, no SEO, nothing. But they perform super, super well. And someone named Myron Golden, who a lot of people have heard of, when he started, like he didn't set anything up correctly, nothing. But his content was so darn good that his audience, not the algorithm, the audience pushed it to the top of all the newsfeeds because it was so darn good. It was long form. Like everybody's saying, do short form. He did super long form, right? Everybody's saying you need to do the correct thumbnail. He did no thumbnails. Like in the beginning he was doing everything as if he was an amateur, yet It worked. So don't blame the algorithm. You're not connecting with the audience. So focus on the audience first and then fix up the algorithm as, you know, as a, you know, all the technical stuff. That's a minor step to actually creating great content. So that's it. That's what I got.

We can't fix bad content, like with all the technical tweaks, there's just no amount of that.

Yeah. And stop trying to game the algorithm. AI is too smart these days. You can't. I remember way back when I was trying to learn affiliate marketing, there was this tactic where we'd stuff it In the meta tag, we stick all these keywords to try to rank, and it kind of worked until it didn't, right? Because it got smarter. And then I realized, hey, instead of in the meta tag, let's actually put all the text in the page, but we'll make the font white so that nobody can see it. And it worked until it didn't. And then now it's too smart. It looks at how long people are actually watching your video and how often they share it. And that you might be able to trick them to start watching the video, but Whether it gets shown to the next person depends on how they react to it. So stop trying to game the system. Actually care about your audience. Make good content.

Such great advice, Ken. Thank you so much for being here, and I am so glad we are connected and have gotten to get to know each other over the last year. That's been a lot of fun, and I look forward to hearing what you do next. So you'll have to come back on and give us a report about how those episodes doing solo shows, as we call them, go for you.

Okay. Well, Just invite me back in like maybe 3 to 6 months and I'll give you the full rundown.

Sounds good.

Wow.

You could see the gorgeous lighting around Ken and it got like brighter and brighter and brighter in here because my shades started to droop as it got hotter and hotter outside. It's like my shades just started to drop and I was getting more and more washed out, but his lighting looked great, which is the sign of a great video producer, right? He knows what he's doing over on that. And I'm so glad he could come here and share that brilliance with us today. And you know what? So often we get video people on and they'll talk all about like YouTube tech, all the technical side about hashtagging this and playing the algorithm and the things that Ken was talking about there at the end. They talk about those tactics or they come in and they talk about just, you know, like telling stories. But Ken's talking about frameworks, and I think that aligns with really what we think and see working in podcasting too. When we have a structure to our show that's not overly tight, we don't want something too rigid. We wanna be able to flex. We wanna be able to go there when we have a great client that we wanna get their path on. When we have a great guest who has just a fabulous model for tips and other things that they could share. We want to let them dive deep into that. We don't want to run rigid in our structure, but having that framework is what makes for an easier ability to market that content, to repurpose that content, right? To find the great nuggets that you need to keep the energy up, to keep it doing more for you, right? And that's the whole purpose. If we're making content for content's sake, If I'm doing this to hear myself speak, it's not going to be engaging to you, but it's also not going to be useful on the other side of that. And that's critically important to us not wasting our time being content creators, right? We are hidden experts that need to bring our voices out there. We need to bring our faces forward on video. We need to bring our voices out there on our podcasts. We need to make sure that our message is getting through in the TikTok world, in the Instagram world, in the Pinterest world, in All of it. We gotta rise above the digital noise, and the best way to do that are with these frameworks that Ken was talking about. Absolutely brilliant. So I do want you to go check out Ken's show because The Content Capitalist is extremely important. There's gonna be a link to Ken's site, his YouTube channel, the podcast YouTube channel, which I really want you to check out because it's brilliantly structured. Technically, it's flawless. It's the best podcast. YouTube channel I've seen. And that's one of the things I want you to— so many people's YouTube channels, including my own, are muddied with things that we did before experiments. But because he's done this with already knowing the best practices, his YouTube channel is brilliantly built just for this show. And it's working so well because of it. You can see it in the views number. You can see it in his subscribers. He doesn't have off-the-charts subscribers. He doesn't have tens of thousands of subscribers. But those subscribers are all watching. They're all listening because you're seeing consistent plays and consistent growth through every single one of his episodes. That means those people are there to really follow him, to really hear what he has to say, to really hear what all of you have to say as his guests, right? When that occurs. So this is the brilliant model and that's why I want you to check it out. So don't forget, go to the blog post for this episode at thebingefactor.com and I'll make sure to connect you up to Ken Okazaki, The Content Capitalists, and check out the 20X Agency as well while you're there. Brilliant advice. Be fearless. Analyze your results. Make sure it's converting. If you definitely want to get butts in seats and make some money, right? Think carefully about that, but pay attention to what your audience wants first. Such great advice Ken gave us today. I'm Tracy Hazzard, and I will be back next time with another podcaster, videocaster, might be both. Next time here on The Binge Factor.

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