Uploading

About the Episode:

Welcome to today’s episode of Uploading. Today we have the pleasure of talking with Stephanie Garcia. 

A seasoned digital marketing expert with an impressive 15-year career at top agencies, Stephanie Garcia is a live video strategist with a proven track record, and the host of Lights, Camera, Live a show dedicated to empowering small business owners to step into the spotlight with live streaming. Her work has been recognized and awarded by Forbes, Online Marketing Media and Advertising, PR Daily, Forrester, and Gartner 1to1 Media. She has spoken at Social Media Marketing World, VidCon, Podcast Movement, and many more.

Are you thinking of starting live streaming this 2024? Want to know how to get more viewers in your streams? Or how to repurpose content from your live streams?

Love this episode? Be sure to join Stephanie on April 24th at Leap by Ecamm Live for her keynote Creators: The Next $1B Business

Today, we'll cover:
- Stephanie's innovative strategies for repurposing live stream content across various platforms
- The importance of distinguishing content levels for different audiences and leveraging social media for real-time engagement
- How dedicating a long-form live stream to platforms like YouTube can enhance discoverability
- Stephanie's 10x10 content formula for generating fresh and relevant video ideas
- Stephanie's insights on approaching live streams with the right mindset, the role of teleprompters, and effective audience interaction
- A closer look at the success behind Stephanie's live stream for the MasterChef cookbook, which garnered 178,000 downloads in a single day

What You'll Learn
1. Technical Aspects of Live Streaming
2. Content Creation and Repurposing
3. Discoverability and Engagement
4. The Power of Live Streaming
5. Building a Content Engine
6. Successful Live Streaming Campaigns

Timestamps
00:00 Transitioning from ad agency to consulting, live streaming
04:42 How to get people excited to join a live stream
08:58 Different frameworks for live streaming
10:33 Expert tips for B2B live streaming
15:26 How to drive 178,000 book downloads in 24 hours through live streaming
16:42 Generating content ideas with Stephanie Garcia’s 10x10 Formula
18:49 The mindset you need to become a successful live streamer
19:32 How to choose the right platform for your live streams
22:01 Leveraging social media for better discoverability
24:54 Repurposing live stream content with Castmagic
26:13 Keeping old live streams on YouTube for clients

Navigating Digital Marketing Careers: "And so I left that ad agency world, started my own consulting agency, and to my surprise, fellas, everyone was calling themselves, like, a social media strategist. And I was like, well, how do I separate myself from the sea of sameness?" — Stephanie Garcia [00:02:26 → 00:02:40]

Innovative Engagement Strategies: "It's one of those things where you just have to do a pattern interrupt in social media to get people to stop, look, and listen to what it is that you have to say." — Stephanie Garcia [00:03:35 → 00:03:41]

Engaging Audiences with Social Media Polls: "So a lot of times I'll do polls. What do you think about this? If you could change one thing about Castmagic, what would it be? And so you get people involved in those conversations." — Stephanie Garcia [00:06:28 → 00:06:36]

The Importance of Prep in B2B Livestreaming: "And I think what also makes a B2B livestreaming show suck is if you don't do a tech rehearsal with your talent, right? So, like, all of us, we showed up, we're like, oh, hey, check your mic, right? Because we know that we're going to repurpose this content." — Stephanie Garcia [00:11:59 → 00:12:15]

Viral Marketing Success: "And so within that, within 24 hours, we had 178,000 downloads of her book. The client came back and was like, we've never seen this much engagement before. We've done live streams and no one showed up. But how did you get these people to show up? And that's really, that's the fascination fast track." — Stephanie Garcia [00:15:54 → 00:16:10]

Successful Live Streaming Strategies: "It's not about the gear. It's about the gears up here. How do you connect and engage with your audience? Create a run of show where, yes, you are going to engage with your audience in real-time, but you're also going to deliver value, and then at that point, hit the live stream button and run with it." — Stephanie Garcia [00:19:59 → 00:20:13]

Leveraging Social Media for Discoverability: "Yeah, I would say if you want to leverage the social media platforms, the benefit to it is that it gives you better discoverability. So it's easy for people to find you." — Stephanie Garcia [00:22:01 → 00:22:10]

Catering to Different Audience Expertise Levels: "And so knowing how to differentiate your content from beginner, intermediate and advanced is one of the best ways. So I would say, like, hey, hang out with me on YouTube, and this is like your getting started tutorial, but oh my gosh, if you want the full framework and the case studies, then you have to go into the community." — Stephanie Garcia [00:23:35 → 00:23:51]

The Power of Longevity in Social Media Content: "Oh, it still lives in perpetuity on social media platforms. So I still have people watching videos from three or four years ago, still wanting to learn how to go live on Facebook." — Stephanie Garcia [00:26:21 → 00:26:26]

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Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Stephanie Garcia - Live Streaming Producer at Lights, Camera, Live

About The Episode:
Max Hertan joins hosts Ramon Berrios and Blaine Bolus to decode the art of content creation and personal branding. Max has co-founded multiple agencies and is currently the co-founder of Alto Studios with Sahil Bloom. We break down his strategies to grow personal branding initiatives, YouTube channels, and more.

Today, we'll cover:
- Max Hertan's journey from scaling a marketing agency to becoming a content expert.
- The significance of "solving it" in content – discovering the right mix of pillars, market fit, and production strategies.
- The allure of short form content and the tactical approach to premium visuals and unique branding.
- Insights on content budgeting, starting on social media, and the underestimated time investment in content channels.
- Max's pivot in content strategy and evaluating the long-term ROI of content creation for business growth and talent attraction.

What You'll Learn
1. Content Creation and Time Optimization
2. Content Market Fit Importance
3. Personal Brand Impact on Equity
4. Short Form Content Strategy
5. Content Budget Deployment Approaches
6. Consistency in Content Creation Efforts
7. ROI of Content Creation Investments

Timestamps
00:00 YouTube channel challenges, backflip attempts, stand-up comedy.
05:44 Performance social media and paid Google Ads.
09:08 Finding content pillars and market fit effectively.
11:12 Content market fit requires finding unique perspectives.
14:03 "Stand out with unique, engaging storytelling strategies."
16:23 Ran Doris grew on YouTube, emphasizes action.
20:58 Paused YouTube channel, focusing on written content.
25:34 Focused on animation, unique branding, premium visuals.
26:28 Creating unique brand style and professional appeal.
29:35 Observed their rise and strategy to success.

Persistence in Content Creation: "I had to land it by the end of the month, so I would just bandage it up and just keep going."
— Max Hertan [00:03:13 → 00:03:18]

The Power of Content in Brand Strategy: "I'm also a massive believer in content as a strategy for businesses, personal brands, brands. I think it's like if you can solve it, it's this unbelievable asset. It's challenging to solve for a lot of people, but once you get traction and content market fit and like a system to actually build out content, then it's building like defensibility mode for you."
— Max Hertan [00:08:32 → 00:08:56]

Content Market Fit Strategy: "But solving it to me means you found some content pillars that are working and you found content market fit and you've kind of found the overlap of something that's valuable to you, something that you're interested in, and something that the audience wants as well."
— Max Hertan [00:09:17 → 00:09:32]

Content Market Fit: "And I think you can either be an expert and share things from your own life and reflect on what's interesting from your own life. And if there isn't that much that's know, one way I think about it is how many standard deviations are you away from the norm and where are you most standard deviations away from the norm? And if you're sharing from your own life, then that's going to be interesting."
— Max Hertan [00:11:29 → 00:11:48]

Content Creation Strategies: "If you want to be like a storyteller or a researcher or things like that, then you might go down a different kind of line to try to find something that you're interested in as well. So, yeah, I think it's like analyzing what's working... figure out, are you an expert in certain areas that are kind of getting traction? Can you add your own spin on it? And then also, if you're not, is there something that you're really interested in that you want to research in, or that you want to learn the pillars of what makes really good content, like the storytelling pillars, and then take that to a content format where you can find something unique."
— Max Hertan [00:12:32 → 00:12:52]

Viral Content Strategy: "But if you're entering a competitive field and you're not so interesting, that alone should be able to go viral. Then you need to think more about what is the thing that's going to separate you? Is it the level of research? Is it the level of understanding the platform and get it the storytelling, right? Or is it finding something unique from your own life that you can pull forward? That's like drawing that attention."
— Max Hertan [00:14:23 → 00:14:47]

The Strategy for Growing on YouTube: "My friend Ran Doris, who's actually just blown up on YouTube, gone to like 200,000 subscribers in the last six months. One of his frameworks that he uses is like, there's a period of thinking and there's a period of immense action."
— Max Hertan [00:16:27 → 00:16:41]

Content Strategy and Brand Differentiation: "One of the other unique things around content is it's not as fast to get results as many of the other channels."
— Max Hertan [00:18:18 → 00:18:25]

Video Animation Trends: "The other thing that we're seeing is almost everyone has kind of homogenized to five different styles of animations. There's like the Alex Hamozi and then people just do like a 10% spin on the Alex Hamozi subtitles. And so there's kind of like just a few very clear, obvious styles."
— Max Hertan [00:26:07 → 00:26:28]

Innovative Branding in Digital Media: "So we'll be doing like a fresh brand book and new graphics and animations and things like that, where you can pioneer your own style so that people are copying your style as opposed to you're copying someone else's style, but also just making sure it's like above the threshold of professionalism where it looks really kind of cool and fresh and interesting."
— Max Hertan [00:26:28 → 00:26:48]

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Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Max Hertan - Co-Founder of Alto Studios

About The Episode:
Scott Millard is the Founder at Videospark, one of the first digital media agencies to specialize in motion video services for SaaS, App, Platform, and Web3 technology companies.

If you have been creating content or even considered creating content online, you have probably thought about posting videos on TikTok, Instagram, or YouTube.

Creating video content is one of the fastest ways to grow your audience.

That is why today we’re talking with Scott Millard. He is the founder of Videospark an Online animation studio specializing in creating short videos for independent and VC-backed SaaS companies.

He basically helps companies make more money by creating videos for them.

We wanted to talk with Scott so we could get the inside scoop on how his agency works and how content creators could leverage similar video tactics to skyrocket their growth.

Today, we'll cover:
- The strategic impact of incorporating intentional video content in your marketing efforts.
- The pivotal role of narrative and scripting in producing standout videos amidst a saturated digital landscape.
- Tactics for audience building and its significance beyond mere financial gain.
- Insights on transitioning from Twitter engagement to sustainable YouTube growth for long-lasting personal brand relationships.
- The correlation between niche-specific video content creation and the expansion of Scott's agency and personal influence.

What You'll Learn
1. Power of video in marketing
2. Intentional video creation and messaging
3. Audience building and retention strategies
4. Cross-platform brand growth techniques
5. Short vs. long-form content effectiveness
6. Monetization of built audiences
7. Niche focus for business growth

Timestamps
00:00 Creating videos for online growth and profit.
04:04 Marketing success hinges on clear intention and messaging.
08:43 Focusing on niche, using video to grow.
13:35 YouTube provides lasting content; Twitter is ephemeral.
14:39 YouTube offers personal connection, builds trust effectively.
19:52 UGC builds trust, suitable for e-commerce.
24:39 Creating tutorials and launching a video podcast.
26:21 Audience size matters less than audience engagement.
29:29 YouTube strategy: mix of tutorials, stories, tips.

The Importance of Intention in Marketing: "Yeah, I mean, really, intention should be in front of everything you do marketing wise."
— Scott Millard [00:04:04 → 00:04:08]

Product-Led Strategy: "So yeah, it's really showing these are product led companies. So what is relevant in their product for the problem they're solving? If it's like a sales led strategy or something like that, then it would be less about features and more about really digging into the pain points of the customers."
— Scott Millard [00:08:07 → 00:08:28]

Building a Personal Brand: "I tweeted something a year ago and it was like my first viral thing. And that's when I really saw the potential of just building a personal brand and putting stuff out there, because we tweeted a thread and we booked 50 calls in like two days and that was for free."
— Scott Millard [00:10:50 → 00:11:59]

The Power of YouTube Over Twitter: "If a video goes viral on YouTube, it does not stop almost ever. The algorithm just keeps putting it in front of more and more and more people."
— Scott Millard [00:14:27 → 00:14:37]

The Power of YouTube in Building Relationships: "And so you're building what's called a parasocial relationship, where they're starting to feel like they know you as a person and then they are more likely to trust you, work with you, buy from you, learn from you, like, whatever your goal is."
— Scott Millard [00:15:10 → 00:15:25]

The Strategy Behind Short-Form Content: "The purpose of short form is to get people to take the next step and stop watching your short form as fast as possible."
— Scott Millard [00:18:28 → 00:18:37]

The Power of User-Generated Content: "The reason UGC works and is so popular is because it's very trusted by the audience. Because it's like someone who is like them using selfie mode on an iPhone and promoting a product, but not really promoting it."
— Scott Millard [00:20:18 → 00:20:33]

The Importance of Content Strategy and Editing: "So the very scripted and strategic stuff, that's what's going to go viral. But when that goes viral, people are going to click on your profile and be like, who is this? What are they talking about? All this stuff? And that's where kind of, this kind of content comes in, where it's like the longer form stuff that's clipped up, because the intention of that is not to go viral. The intention of that is to take a little bit of that rapport building and put it into a clip."
— Scott Millard [00:22:35 → 00:23:01]

Emerging Content Creator Strategies: "And then another thing I'm starting in the next, basically, week is pretty much a podcast, like an in person thing, where I'm going to be going around and interviewing industry leaders in the video space and really asking them about what their journey was, how they got started, how they're monetizing video as a skill and as a service so that I can just bring this information to the public."
— Scott Millard [00:25:09 → 00:25:38]

The Value of Audience Building: "Because it's like pouring jet fuel on a fire is really what it is comparative to. If someone has 100,000 followers on Twitter, I mean, you can make a lot of money, even 10,000. You do not need a big audience at all. [...] So my perspective has actually shifted from two years ago, where I kind of ignored the audience building thing, and I was doing it because I thought I could make a quick bag in my business. But now I've flipped it to where the real asset is not the money you're making from the audience, it's the audience themselves. Because that will really take care of the rest."
— Scott Millard [00:27:00 → 00:27:27]

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Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Scott Millard - Chief Revenue Officer at Videospark

About The Episode:
This episode is all about how to grow podcasts and the power and inner workings of podcast networks. Carly Baker, who has worked across community, creator partnerships, and audience developement for Hubspot Podcasts joins us to break down the ins and outs -- including how to grow through strategic partnerships, niche audiences, and diverse monetization paths. We uncover strategies to better leverage your podcast's potential, understanding audience behaviors, navigating the podcast SEO landscape, and provide a blueprint for emerging creators aiming to amplify their reach and impact.

Today, we'll cover:
- The inside track on joining a podcast network and how it can benefit emerging creators.
- Crucial tips for understanding and negotiating network deals to safeguard your creative control.
- How to use the 'network effect' to expand your podcast's reach and create a buzzing private membership.
- Carly's professional take on what makes a podcast stand out to networks like HubSpot.
- Unpacking the rise of YouTube-first podcasts and the impact of SEO on your show's visibility.

What You'll Learn
1. Podcast network benefits for creators
2. Legal implications in network deals
3. Leveraging network effects for growth
4. Vetting criteria for HubSpot network
5. Podcast discoverability and SEO strategies
6. Evolving podcast monetization methods
7. Social selling on B2B platforms

Timestamps
00:00 Increased focus on partnership-based growth in industry.
05:53 Brands struggle with reach vs. trust, audiences.
07:24 Serving diverse audiences, intentional growth, niche content.
11:23 Podcasting monetization is a slow burn.
15:01 HubSpot has a YouTube network and accelerator.
20:02 Advocate for yourself, understand deal terms. Be cautious.
21:16 Leveraging creator networks for podcast monetization strategy.
27:24 Focus on audience, high production value on YouTube.
28:28 Exploring video content tips for beginners.
32:25 TikTok star stays authentic despite rapid fame.
35:00 LinkedIn will be future platform for B2B.

Partnership-Based Growth Strategies: "What I'm loving seeing now is just larger focus in general on partnership based growth. So whether it's partnering with brands, whether it's partnering with other creators, whether it's having sort of more of a holistic, comarketing approach to shows that have guests, all of these levers are really just rooted in less growth being one sided, or depending on other parties to push you forward and betting and depending more on yourself and leveraging others to help you grow."
— Carly Baker [00:03:09 → 00:03:45]

Content Strategy for Brands: "So I think when it comes to starting a new show, it's much harder to have a very broad audience. You should have three kind of audiences or personas that you're thinking about. So you have the core audience, which should be the audience that you want all of your content to resonate with... the secondary audience, which has some overlap with the core, but might be straying a little bit further... and then you have what we like to call the transformational audience... And those are folks where if you can serve the core and the secondary and bring those transformational people into those inner circles, that's really where you're going to see explosive growth."
— Carly Baker [00:07:12 → 00:07:24]

Growth Strategies in Podcasting: "So not only thinking about audiences as one person, but thinking about it as many people and trying to serve and always iterating on that, I think is going to be a really good way to continue with growth."
— Carly Baker [00:07:24 → 00:07:38]

The Evolution of Podcasting in Content Marketing: "We have a YouTube network. We have an entire team of people that are kind of functioning as a media company within HubSpot as a whole. And a lot of this was of course built on the acquisition of the hustle, which is what brought my first million to us. And with that acquisition and with having my first million, the conversation was, well, we should start a network, why should we not start a network?"
— Carly Baker [00:15:01 → 00:15:28]

Joining a Podcast Network: "So for anyone that's considering joining a network, I think having intentionality behind it is really important. So really sitting down and thinking about, okay, what do I not have the capacity to do for my podcast or for my podcast business that I know would make a difference? That should be number one. Number two, what are some initiatives or marketing plays or strategies that I have that are going on that are kind of working, kind of not working and could use the help of a team to optimize and make these work for me? And number three, what do I want help with? What would I want to offload and be fine giving someone else and having them take full ownership of doing on my behalf. Right. And so once you kind of have those three big pillars, then that's going to help you filter out networks."
— Carly Baker [00:18:15 → 00:19:13]

Navigating Content Ownership in Media Deals: "You need to think about if you want to maintain ownership of your content, if you want to own the ip, if you want a license deal, if you're okay with working in a network where if you leave, you can't take any of the content that they produced on your behalf."
— Carly Baker [00:20:24 → 00:20:39]

Maximizing Creator Networks: "So if you're trying to monetize your podcast without doing revenue sales, if that's not a part of your network, and you're really looking to build a private membership, and you see a network where six out of ten of the shows, those folks have very successful private networks or private memberships, that's a network you should be interested in, because you can learn from the people that are in there, and in return, you can give them something back."
— Carly Baker [00:21:35 → 00:22:00]

Evaluating Podcast Partnerships: "Are they bringing on diverse voices? We look at production stuff. Is their production value really high? What kind of social channels do they have? Are they like a thought leader in their industry, those different types of things?"
— Carly Baker [00:23:37 → 00:23:52]

Content Strategy for Emerging Platforms: "And if there's not an audience on YouTube for what you have going on with your content, because a lot of people are doing it, doesn't mean you should do it."
— Carly Baker [00:27:30 → 00:27:38]

The Evolution of Content Creation: "Right? Like they're seeing you, they're seeing your set, they're seeing your mannerisms. It's kind of taking that one step further, but that can also be distracting. I think in some ways opening up the floodgates to direct comments and feedback on the content that you're making. But I think ultimately there's lower lift, lower barriers of entry to sort of explore what video could look for you."
— Carly Baker [00:28:28 → 00:28:53]

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Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Carly Baker - Listener Acquisition Manager at HubSpot

About The Episode:
Philip Ruffini is a former Microsoft product manager turned content mastermind. Currently, he's focused on scaling a B2B media and content empire for Rupa Health. In this episode, he joins Blaine & Ramon to break down how to build a content machine, the strategy it takes to execute, the team players involved, and the nuance across video & content formats. This is a must listen for anyone interested in the power of building your own media arm as a business.

Today, we'll cover:
 - Philip Ruffini's journey from Microsoft to short form videos, to heading up media for Rupa Health
- Crafting a sophisticated content strategy that speaks directly to B2B audiences
- The pivotal role of YouTube in Philip's growth strategy and the value of authentic engagement
- The significance of detailed SOPs in managing a global content team effectively
- The long-term vision for content ROI, harnessing everything from podcasts to magazine articles for lasting impact

What You'll Learn
1. Content strategy in B2B spaces
2. Growth through multi-platform content distribution
3. Importance of detailed SOPs in teams
4. Measuring ROI in B2B media operations
5. Twitter's potential for real-time engagement
6. Long-form content for brand trust
7. Repurposing content across diverse channels

Timestamps
00:00 Left agency, joined Rupa Health media team.
04:38 Tested content strategy increased average YouTube views.
06:15 Outsourcing podcast editing and social media management.
10:16 Discussing challenges and outcomes of content creation.
13:19 Frustrated by video performance, testing new topics.
19:27 Create medical content for practitioners and consumers.
22:34 Content team small, works on repurposing efforts.
24:34 Video editor selects mismatched clips, needs guidance.
29:11 Uncertainty about paid media on social platforms.
32:10 Authenticity trumps all in content creation.
34:00 Creating viral work from home setup, Twitter.

Career Fulfillment in Digital Marketing: "Just because agencies don't have a ton of fulfillment, you're not really going to build anything long term, and you don't really see compounding results."
— Philip Ruffini [00:02:22 → 00:02:29]

Growth Strategies in Digital Media: "Kobe was the one who started the podcast, which is going to be profitable by the end of this year, meaning despite all of our costs on, it's going to make more money than it."
— Philip Ruffini [00:04:03 → 00:04:12]

Growing a YouTube Channel: "And we basically had to just test and figure out what worked, because when I started, our YouTube videos average like less than 100 views, like most companies. And now they probably average like at least 2500."
— Philip Ruffini [00:04:38 → 00:04:49]

Viral Topic: Leveraging Social Media for Content Distribution

"The importance of leveraging social media for content distribution: It is a lot of effort to use your big Facebook page or Instagram page to drive traffic to podcast because people don't want to leave a platform."
— Philip Ruffini [00:05:45 → 00:05:54]

Maximizing Social Media Engagement: "I refuse to schedule anything because I think scheduling on LinkedIn actually hurts engagement."
— Philip Ruffini [00:06:19 → 00:06:24]

Viral Video Strategy: "If your video is longer than 30 seconds and you have more than 50% retention, you'll probably get 100,000 views. And it's like very clear. Just retention on watch time equals numbers of views."
— Philip Ruffini [00:13:08 → 00:13:19]

Content Creation in Medicine: "We create content for practitioners that is consumed by consumers."
— Philip Ruffini [00:19:28 → 00:19:32]

Maximizing Podcast Engagement: "I need you to pick out a clip before every new episode airs so we can post that clip to drive traffic to the new episode."
— Philip Ruffini [00:25:23 → 00:25:24]

Social Media Algorithms and Organic Reach: "But if you go through the logic, it's like, okay, if you're a brand and you start spending money to advertise your YouTube videos or Instagram posts or Facebook posts, do you really think these platforms are going to want to promote you much as organic?"
— Philip Ruffini [00:29:32 → 00:29:44]

Content Creation Authenticity: "And the one thing I really want to plug this, because this is my new learning past three months, which is like, when creating content, my biggest suggestion is just doing what is authentic."
— Philip Ruffini [00:32:10 → 00:32:18]

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---
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Philip Ruffini - Head of Media at Rupa Health 

About The Episode:
In this episode, we're joined by entrepreneur and content creation expert Will Nelson, as he shares his insights and practical advice for capturing and converting ideas into engaging content. Tap into the mindset, strategies, and routines that fuel Will's success in the high-stakes world of professional and personal branded content.

Today, we'll cover:
- Will's personal strategies for finding inspiration in everyday moments and staying productive without the pressure.
- Practical tips for time management and creativity, including how to align content creation with your natural workflow.
- The common pitfalls that new content creators face and how to avoid them for long-term success.
- Insight into Will's journey from building to selling businesses and how these experiences now shape his approach to content for professional brands.
- Strategies for content creation and monetization tailored to your personal or business goals, and the secret of providing value first.

What You'll Learn
1. Inspiration for content creation
2. Timing content with creativity peaks
3. Documenting and sharing content strategies
4. Personal branding and online presence
5. Consistency in content production
6. Monetization of content creation
7. ROI and investment in content

Timestamps
00:00 Marketer turned entrepreneur, building 64 Stories agency.
05:56 Start creating content, grow, adapt, find voice.
09:52 Social media strategy depends on your goals.
13:55 Analyze top social media content for inspiration.
16:16 SEO results take time, require commitment.
19:46 Prioritize time for content creation and analytics.
21:49 Transform voice notes into engaging social media.
28:26 Capture and document content to avoid loss.
29:18 Various activities inspire creativity at different times.
32:55 Dedicated sessions help foster creativity and focus.
36:14 Greg's content praised, audience directed to socials.
 

Entrepreneurship and Content Creation: "I've always been an entrepreneur that has struggled with distribution myself. I identify as a builder. I love building things. I've never been fantastic at getting attention for either my personal brand or for my businesses without having to pay for that attention through Facebook ads or more traditional media."
— Will Nelson [00:02:37 → 00:02:58]

The Evolution of Personal Branding: "It might take longer to build a personal brand, but it's something that you can come back to. It's an asset that will keep paying you dividends long term versus having to constantly rent."
— Will Nelson [00:05:33 → 00:05:44]

Content Creation Process: "So I was talking to Dave Gerhardt the other day from exit five, and he has a notion page that he just jots down ideas into on a daily basis and then circles back to those to see if he can create any piece of content from. So whenever an idea pops into his head, he's putting it down somewhere."
— Will Nelson [00:07:13 → 00:07:30]

Social Media Strategy for Creators and Businesses: "I think in general, though, on social, you should have the mindset of just giving away as much as you can for free, and then very infrequently asking for something in return. So just like going to the ATM, you need to first put money in the bank account to take money out. For business owners, I typically recommend ten to 20% for top of the funnel content, 60% to 70% for middle of the funnel content and then ten to 20 for bottom of funnel content."
— Will Nelson [00:10:12 → 00:10:45]

Content Strategy Insights: "So I have a full time analyst that will go to YouTube, TikTok, Instagram, Twitter, LinkedIn and start to mine the top performing content in a given month to get a sense of what hooks are performing, what style of content's performing, what types of edits."
— Will Nelson [00:13:55 → 00:14:13]

Understanding ROI in Content Marketing: "It probably takes, realistically, three plus, maybe six plus months to start to see an ROI. And so you're losing money or you're investing money into something without seeing a return for a little while, and that can sting."
— Will Nelson [00:16:20 → 00:16:35]

Content Creation Efficiency: "So take the inputs that you're giving your voice notes or whatever app you're using to log those insights and then chop that up into written content or video content if you're recording that, and then actually post it to the various social channels that you want to get on."
— Will Nelson [00:21:49 → 00:22:19]

Content Marketing Persistence: "A lot of the big accounts that are on X or LinkedIn have been at it for quite some time, so it's a lot of just stick tuitiveness."
— Will Nelson [00:23:40 → 00:24:37]

Creative Inspiration for New Podcasters: "I'm just stealing or getting inspiration from content that I know has performed well in the past or has been thought of by an expert podcaster."
— Will Nelson [00:27:18 → 00:27:29]

Creativity and Flow State: "And so I think you have to allocate enough time to get into that flow state, and you have to make it a practice, whether it's daily or weekly."
— Will Nelson [00:33:28 → 00:33:38]

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Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Will Nelson - Founder and CEO of 64stories

About The Episode:
This episode is all about scaling profitability of your content and we're joined by Tommy Magill – he's scaled content businesses by millions through paid ads.

In just over a year, Tommy Magill's marketing agency went from zero to managing over a million in ad spend, and becoming the number one affiliate for Shopify. As a dynamic player in the content and course creation space, Tommy has unlocked potent strategies for leveraging trust, credibility, and a strong offer to not just attract but retain your audience.

Today, we'll cover:
- The art of securing low interest business credit and using storytelling to supercharge sales.
- The science behind testing offers and strategic allocation of funds for maximum return on investment.
- The undeniable power of content creation in building trust and testing course concepts with your audience.
- The insights Tommy gained from working with top-tier clients, including the effectiveness of paid ads and course marketing.
- Tommy’s perspectives on the future of content strategy and his commitment to long-form content for the year ahead.

What You'll Learn
1. Leveraging Low Interest Business Credit
2. Scientific Offer Testing & Analysis
3. Trust-Building Through Content Creation
4. Effective Paid Advertising Strategies
5. Course Creation & Concept Testing
6. Importance of Creating High-Quality Offers
7. Affiliate Marketing & Software Revenue Potential

Timestamps
00:00 Transitioned from affiliate marketing to online courses.
05:02 Networking: staying connected, learning, adding value.
07:03 Low ticket, mid ticket, high ticket products.
11:47 Meeting to discuss market offers and tactics.
13:55 Testing multiple ad themes increases engagement and credibility.
17:44 Create content like interviewing customers, engage, snowball.
20:21 Success story of growing ad spend with Shopify.
26:05 YouTube marketing boosted spending from $20k to $650k
29:06 Creating personal connection, scaling ads strategically.
31:18 Jeff Bezos ad transformed YouTube, made money.
34:15 Platforms favor organic content, diminishing ad space.

The Power of Affiliate Marketing and Education in Business Growth: "Found my way into courses because affiliate marketing keeps you sharp on just whatever marketing channel you chose."
— Tommy Magill [00:02:33 → 00:02:40]

E-commerce Pricing Strategy: "There's like the low ticket product, which is everything underneath. Like $197, which we found was like a consideration window from a click was like less than four or five days on average. There's what's called mid ticket, which is like that 197 to about 2000 ish dollars, where the click to purchase averages a little bit. I think it's seven days is what we found for the average. And then for high ticket, which is like anything 2000 plus, we see consideration windows of like 14 days on average."
— Tommy Magill [00:07:03 → 00:07:41]

Impact of Compelling Offers in Business Launches: "there's one of the brands in our portfolio talks about business credit and helping business owners acquire credit at a 0% interest rate for twelve months. We launched that, I believe it was like three years ago, and it sort of was mind boggling."
— Tommy Magill [00:09:29 → 00:09:46]

Webinar Marketing Insights: "I think this alone will provide a lot of value if you go to a tool called similar web and you just put in the website webinar jam, and webinar jam, for everybody who doesn't know it hosts a ton of webinars. And so if you put that into similar web and you look at the referring traffic, you can see effectively what are the best performing webinars right now, or over the past three months."
— Tommy Magill [00:12:07 → 00:12:34]

Building an Unassailable Brand: "this brand that we create is the only brand in the world that can do this like this."
— Tommy Magill [00:13:03 → 00:13:10]

Viral Marketing Strategies: "And when it rings true, the great thing is, then there is a quote unquote flywheel of people talk about how easy it was and how engaging the communities and everything like that."
— Tommy Magill [00:13:55 → 00:14:07]

Effective Content Creation Strategy: "set aside at least an hour per week. But really, I say, like four to 5 hours per week. So an hour per workday, so to speak, creating content for six months straight and do that every single day, and depending on your follower size, maybe that looks like Amas, maybe that looks like creating a Facebook group and just going in there and just talking about what you're got."
— Tommy Magill [00:15:52 → 00:16:20]

Creating Engaging Content: "Very similarly with content, do you want to know that what you're doing is on point? And again, it resonates with people and engages them so that they do follow."
— Tommy Magill [00:18:01 → 00:18:10]

Enterprise Shopify Success: "We started last year and it's with a couple of previous clients from my performance marketing agency and then two people who work with me. But yeah, we've been able to grow from $0 in ad spend to over a million a month in ad spend. And Shopify did confirm that we were the number one affiliate in the world for them, which is a really cool thing to hear."
— Tommy Magill [00:20:46 → 00:21:12]

Agency Advantages in Marketing: "What do you offer that no other agency can? And, like, as an agency with four dudes just sitting around in Boulder, Colorado, it was really tough to figure that out. But when we did and they said yes, it was great."
— Tommy Magill [00:29:15 → 00:29:30]

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---
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Tommy Magill - Marketing Leader

About The Episode:
Logan Lyles, is the Head of Evangelism & Content Marketing at Teamwork.com, and host of the "Agency Life" and "Nearbound Marketing" podcasts.

 Logan walks us through the importance of audience research, why LinkedIn could be a goldmine, and how a bit of authenticity can transform your strategy. Logan also breaks down the art of turning conversations into impactful content, and gives us a front-row seat to his strategic approach towards building an engaged audience.

Today, we'll cover:
 - Journalism, B2B tech sales & content creation strategy.
- LinkedIn and how creators can maximize the platform
- Start by recording conversations and voice notes
- Repurposing content across formats
- Niche communities, employee advocacy, and the potential of short form video in 2024.

What You'll Learn
1. Content creation authenticity and value
2. LinkedIn engagement and audience building
3. Transitioning to team-based content strategies
4. Employee advocacy and content sharing
5. Repurposing interactions into compelling content
6. Multi-platform content strategy and distribution
7. Tools for innovative content creation

Timestamps
00:00 Path from journalism to b2b marketing.
05:20 Use tools to find top creators, engage.
09:51 Leverage tools to create, share engaging content.
11:42 Utilize Castmagic app for recording internal conversations.
14:26 Leveraging AI to quickly create branded video clips.
20:36 Consider audience's online location for marketing strategy.
22:33 Small companies have an advantage for content creation.
26:07 Embrace using tools to create quality content.
30:08 Create invitation-only LinkedIn content groups, encourage sharing.
33:09 Alex Hermozi is the new Gary Vee.
35:41 Engage, connect, and share to grow network.
38:23 Send form, share video, optimize, promote report.

Leveraging LinkedIn for Visibility: "If you scroll LinkedIn after listening to this episode and it says like, oh, Logan commented on this post, and then it shows the post and then it shows my comment, right? I'm getting visibility and I didn't even create a freaking post, right?"
— Logan Lyles [00:06:24 → 00:06:37]

The Power of Short Form Video: "I do think that video, especially short form video, I think anybody listening to this is not surprised by. That's hot right now. YouTube shorts, obviously TikTok, and even on LinkedIn, we're seeing the same sort of trends there."
— Logan Lyles [00:08:17 → 00:08:32]

Leveraging Employee Advocacy in Content Distribution: "how does that work into our distribution strategy on LinkedIn of what we call an employee evangelism program, where we're activating individuals within the team to share that content."
— Logan Lyles [00:09:52 → 00:10:03]

The Power of AI in Video Editing: "And then leveraging some AI, even within that tool to, say, shorten my word gaps, take out the filler words. And now in just a couple of minutes I can apply a template where it's got my captions with our branded font on there, the progress bar with our brand logo."
— Logan Lyles [00:14:28 → 00:14:43]

Social Media Strategy: "where is my audience, right? If they're all on X and you do some of that research, maybe you look at Sparktoro and you look at what are some of the accounts people are following? What podcasts are they listening to, what YouTube channels are they following? Where are those folks repurposing their content? Are they more active on LinkedIn and getting engagement? Are they more active on X and getting engagement? And you might want to follow the crowd that you're trying to gather and see where they're at. So I would say it comes down to kind of that fundamental marketing question of where is your audience at? And go there."
— Logan Lyles [00:21:16 → 00:21:49]

Advantages of Small Businesses in Advocacy Programs: "You don't have the bureaucracy of, if we launch an employee advocacy program, how do we let people in and tell some people no and all the different things and HR and legal and all that stuff, like you got five people, you can work it all out, right?"
— Logan Lyles [00:22:44 → 00:22:57]

Content Strategy in Digital Marketing: "Sharing that in a LinkedIn post is basically like product marketing on a small scale, right? Because the people are the ones delivering the service."
— Logan Lyles [00:24:44 → 00:24:51]

Content Creation Innovation: "Before castmagic was around, when I was at sweetfish, we were using gong or chorus AI, one of those call recording tools, and we were using it exactly for that. And obviously that didn't have any AI built into it, didn't have the quality of recording the audio or the video. But that's why we were doing is we're having these conversations, let's turn that into content."
— Logan Lyles [00:26:11 → 00:26:34]

Effective Social Media Strategy: "Two, they might not know what to say or how to share it or what's involved. And so I think that taking a step back, instead of just saying, hey, will everybody post this? And just begging them take a step and make it an invitation only thing and then sequentially expand that out from there. So kind of think about it in three groups. So just put an invite out there of like, hey, we're trying to distribute content specifically on LinkedIn because it's a big channel for us as a brand who would be interested in sharing or creating content and give them both options, right? You don't have to become a content creator. Maybe you're just willing to be a sharer."
— Logan Lyles [00:30:08 → 00:30:49]

Building a Presence on LinkedIn: "I have a friend who literally had her first three posts on LinkedIn, got like 12,000 views, like 500 connections or something like that. Like when she posted her first post, it said like congratulations for your first post after being a member of LinkedIn for ten years or something like that."
— Logan Lyles [00:36:14 → 00:36:28]

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---
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Logan Lyles - Content Evangelist at Teamwork.com

About The Episode:
In this convo with Nick Christensen, we breakdown the secrets to using influencer and creator marketing to amplify sales and views. Nick shares insider strategies on how to maximize ROI, the importance of genuine partnerships, and how to forge lasting brand deals as a creator.

Today, we'll cover:
- How to negotiate influencer marketing deals during high-conversion periods like Black Friday.
- The critical factors influencers should consider when setting rates and approaching brand deals.
- Exploring the distinction between affiliate marketing and influencer roles, and how to navigate these.
- The effectiveness of outreach strategies for securing partnerships and the preference for commission-based models.
- Nick's journey at Appsumo and his tips for creators to connect with brands authentically.

What You'll Learn
1. Leveraging influencer marketing for sales.
2. Creator compensation and negotiation strategies.
3. Affiliates vs. influencer marketing roles.
4. Crafting successful brand partnerships.
5. Engagement over follower count.
6. Long-term relationships with brands.
7. Performance-based partnership benefits.

Timestamps
00:00 Passionate about helping creators grow efficiently. Started ambassador program.
04:42 Monetize YouTube channel through brand outreach and outreach.
10:13 Avoid coming on too strong with rates.
11:22 Suggest specific approach, avoid standard email.
16:53 Appsumo's successful Black Friday marketing strategy.
18:21 Measuring marketing success with LTV to CAC.
22:13 Six-month trial period with potential for growth.
26:49 Build long-term partnerships with smaller companies.
29:09 Affiliate opportunities in SaaS for recurring revenue.
32:41 LinkedIn is the best marketing channel.

Expanding Influence with Strategic Partnerships: "We have an eight figure affiliate and influencer program that I started about five years ago. Started with really just referral marketing, expanded to affiliate, traditional affiliate marketing, and now kind of the final stage is what we call ambassador or influencer marketing."
— Nick Christensen [00:02:34 → 00:03:47]

Influencer Marketing Strategies: "Ten times out of ten, you're going to get a yes from brands, especially if the first three months are more of like a test and then invest where there's no skin off their back."
— Nick Christensen [00:07:56 → 00:08:04]

Influencer Marketing Pitfalls: "You just got to ten k subs, you're the king of YouTube and it's like, yo, I'm coming in with $15,000 per month fee, right? And it's an exaggeration of an example, but I've seen some insane rates being thrown out to where not only are you not trying to align with my goals, but the outreach is just so transactional."
— Nick Christensen [00:10:20 → 00:10:45]

Effective Marketing Outreach: "Don't send them some general pdf with some crazy numbers in it. Send them a real email and say, hey, I checked out castmagic or I checked out Appsumo and I loved this part of it, or I loved this tool. I would really love to promote this in this and this way."
— Nick Christensen [00:11:29 → 00:11:44]

The Importance of Genuine Engagement in Monetization: "Well, I'm looking for good engagement, not just views. I'm looking for real followers and real comments. Bots are huge on YouTube. All social media channels pumping up these creator channels to make it seem like they have these insane followings and insane engagement."
— Nick Christensen [00:14:08 → 00:14:25]

Evaluating Social Media Engagement: "One ratio that we use is a CPM based on the last ten videos, the views of the last ten videos, and then a ratio of follower to view to comment accounts, right? So it doesn't matter if you don't have a lot of followers or you don't have a lot of subs. If your sub to view count to comment ratio are really good, let's say you have 100 followers and you get 80 views on your videos and of those 80 views you get like 20 comments. That's a really good ratio, right? That means you have a great channel of people that are really engaged."
— Nick Christensen [00:14:37 → 00:15:13]

Maximizing Black Friday Earnings: "People are conditioned to buy during Black Friday. And so if I was a creator, I would go really hard on Black Friday, lowering my fee amount and increasing the commission amount of saying, I think if there's any time for me to do this and adjust my ratios, this is it."
— Nick Christensen [00:17:34 → 00:17:50]

Marketing Efficiency in the Digital Age: "LTV, to CAC is how we track all of our paid returns at Appsumo. The LTV, meaning the customer profit that I am getting from them. The CAC being how much I am paying to get that customer."
— Nick Christensen [00:18:38 → 00:18:49]

Negotiating Brand Deals: "And the first one month of it, I don't even want any fees, I just want commissions. And then after that, this is the CPM that we agree to. And it's so risk free on both sides because I have one month, which maybe a couple of videos, you're not really putting in a ton of work. But the upside is, if it works, the brand will be like, I want to invest in this creator, and you can sign a six month or a twelve month agreement with them at the CPM that you want."
— Nick Christensen [00:22:19 → 00:22:43]

Influencer Marketing Strategy: "At least three videos, preferably longer term partnerships, six to twelve months where you are basically an extension of their marketing team and paid on retainer."
— Nick Christensen [00:26:54 → 00:27:03]

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---
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Nick Christensen - Head of Marketing at Appsumo

About The Episode:
In this convo with Travis Albritton, we unpack the secrets of creating honest, effective podcasts that resonate with audiences and align with your business goals. Travis shares his seasoned insights on the practical side of podcast production and strategic considerations to ensure your podcast delivers real value.

Today, we'll cover:
- Travis Albritton's journey from content marketing at Buzzsprout to launching his own agency, Honest Podcasts.
- The balance between human touch and AI efficiency in podcast post-production and content creation.
- Strategic platform choices for podcasters, considering budget, audience growth, and content distribution.
- How to stand out in a world with increased noise and competition.
- Essential tips for podcasters on starting, scaling, and enhancing their content, drawing from Travis's seven years of industry experience.

What You'll Learn
1. Podcast production and editing techniques.
2. Efficient transcript generation via AI.
3. Strategic platform and social media choices.
4. Crucial podcast launch steps and tips.
5. Podcasting growth and industry trends.
6. Business-oriented podcasting strategies.
7. Outsourcing and leveraging technology in podcasting.

Timestamps
00:00 Transitioned from employee to podcast business owner.
06:51 Think through what you'll bring to the world.
09:13 Start with audio-only podcast, add video later.
12:02 In-person interviews are costly, use technology.
15:30 Free Audacity for Windows, Zoom for interviews.
20:01 Options for obtaining music for your show.
23:06 Zoom and Riverside settings for podcast recording.
27:25 Outsource podcast tasks to focus on promotion.
28:37 Use independent audio editor to save costs.
32:41 Efficient and creative process for podcast production.
37:35 Stand out in content creation with uniqueness.
38:53 Building trust as a creator is crucial.


Podcasting Success Strategies: "So my job was essentially to take all the people that used Buzzsprout to host their podcasts and turn them into experts, so that way they would be successful at their podcasts and they would have as little churn as possible."
— Travis Albritton [00:02:30 → 00:02:42]

Creating Successful Branded Podcasts: "I mainly serve businesses and business owners that see the podcast as an integrated piece into their overall marketing plan, and we make sure to reverse engineer the podcast into however they make money. And so for some clients, that's build a big audience and then sell them products. For others, it's use the podcast as an excuse to get FaceTime with people that you eventually sell your products and services to. And there's a whole number of different strategies that you can use to see an ROI from a podcast. But that's what I do."
— Travis Albritton [00:03:58 → 00:04:28]

Making a Successful Podcast: "What would you bring to the world that doesn't exist yet? Why would somebody listen to you? What is the benefit to them? Whether it's to be entertained or educated or both, and really get clear on why does the world need what you have to say?"
— Travis Albritton [00:06:55 → 00:07:10]

The Philosophy of Editing: "I like to think about editing as I'm removing the big mistakes, to leave the meat on the bone of this is the conversation station that happened as it was captured, and we're taking out the stuff that doesn't need to be in there that the listener doesn't care about."
— Travis Albritton [00:24:27 → 00:24:40]

Podcast Production Economics: "It's much more efficient for you to hire an audio editor specifically who can. If it's a us based editor you're looking at, really do a good job editing your podcast, and then you just have to do all the other stuff. Or if you're more savvy, you can hire overseas where the currency exchange is a little bit better, and so then you can get it for like $10 for an episode. It's like, I don't know many people that can't afford $10 to have an audio podcast produced for them. So that's how I would actually think about it, is not how do I get this podcast to make money, but how do I make the cost to produce the podcast so low that it doesn't matter when I make money or how much I make, and then everything that you make on the backside, you can have the patient of letting it play out."
— Travis Albritton [00:28:52 → 00:29:36]

The Human Touch in an AI-Saturated Future: "finding ways to do something that's unique, that stands apart, that's what's going to grab people's attention. And if you can bring as much of yourself into it as possible so they know when they're watching and consuming it, there's an actual person generating this content."
— Travis Albritton [00:37:52 → 00:38:06]

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Have any questions about the show or topics you'd like us to explore further?
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---
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Travis Albritton - Founder at Honest Podcasts