What is up, everybody? I wanna teach you today about
the content machine, everything I've learned so far about
creating an effective content machine, which is crucial for you building authority, building
your audience through through free content online on social media podcasts, etcetera,
which is the best way by far
to do marketing today.
Creating free content that tracks the right kind of person
is the best
bang for buck.
Like, the best value for money that you can do investment wise investing in marketing.
And if and if you're not able to create content that appeals to people that they wanna consume,
then it's gonna be really hard to do ads or
you may be able to do JV stuff, but it's gonna really be really hard to do other things if you don't get this one right.
And so it's worth investing the time in getting this content machine really going.
And so today, I'm gonna teach you sort of simple and more complicated ways to get that done so that you can do it.
And
I've been working on this for quite a while. I've had several full starts, but
this is the latest of my understanding of this game and how to play it. So let's get into it.
Here is my here are all my notes for the content machine.
So starting with content formats.
Then
workflow for how to do this really sort of automated with minimal
team, minimal resources needed,
you can definitely go more advanced. Right?
Gary V famously had, like, 30 odd people.
Last I heard on his content team, so you can absolutely go deeper, but you don't have to.
Here's an even simpler workflow
that you can do.
How to think about episode ideas, episode layout,
and
your core mezzanine pillars and then the character of you and
that's it. So let's get to it. So first, we need to understand the different content formats.
Basically, the the short form is to get people interested in.
It's like the dating is where they see you.
And then it pulls them in, and then they consume your form content, and that's where they get to know you and then decide to buy.
So the short form videos, TikTok, Instagram, Reels, and YouTube shorts,
those are gonna get you organic distribution.
And the reason why is that it's not a follow our graph,
it's a content graph. So meaning,
they're you can use their AI to figure out what type of topic is this about.
And then they're gonna serve it to other people who are interested in that topic irrespective
of who they're following or not. So it's great for discovery.
So short form video is the snackable bits that that make you
be discovered out there. Very, very crucial to
include
Long form video then is where
they like I said, they get to know you. Right? So we've got oh, and they like, not just long form.
Video, but also the audio. So if you got long form video here, so YouTube, for example,
which gives you SEO and organic distribution after you've done 90 days consistently.
I haven't done a deep dive into YouTube, but these are some of the key points that I've seen.
But obviously, there is SEO potential there. So you have some organic distribution
possibility there as well.
Facebook, x Twitter,
LinkedIn
also supposedly has good organic distribution.
I don't know about Twitter's
exes organic distribution. I don't know about Facebook for long form video if they do discovery.
So
you may know more than I do or you can do research.
But these are places where you can do long form video. Short form text, obviously, x Twitter.
The great thing about Twitter is the re repost. Right? So you can do something or
and
you
can post something and get if it gets picked up by a big account, it can get you massive distribution all of a sudden.
You've got bunch of new followers.
There's also the for you tab now, so you can get in front of people who not following you.
Facebook supposedly,
like, as of last year, started
promoting, like, really short form texts as well.
Getting organic distribution. I don't know if that's still the case.
They're always changing their algorithms.
And then there are spreads, which I think is kind of a ghost town. I've I'm never there.
Alright. Long form text
with image, you don't have to have an image, but you can. Right? Long form text Facebook
does that. I've seen really good results with long form on Facebook.
I don't know why I wrote organic distribution.
I don't think think that I know that for a fact that that long form will get you organic distribution.
Let's take that off.
Blog posts, obviously,
Quora,
medium
Twitter x now if you're a paid member does long form content, and I've seen it do well.
LinkedIn. Supposedly, again, this is from Gary V.
He just keeps talking about LinkedIn has gives gives you organic distribution better than than many other platforms.
So worth considering.
And then, of course, like, the long form audio, which is the podcast. Alright.
So these different consonant formats
Again, short form is to get get in front of people who are not following you.
Long form is to build that relationship.
So that they will eventually wanna come by from you. Alright.
So this is the workflow that my friend Kazim
laid out, and it's kinda cool. So what he does is he records one video
of an hour's worth with
5 different topics
at least 10 minutes per topic, and so he has an extra 10 minutes to kinda disroot amongst them.
And then he does that once per week. That is his pillar content that's all that he does.
Everything else someone else does. So this is how you can you can structure it.
If you want to to do it this way.
What he's also saying is in his in his experience, like, avoiding something also produced is better.
Like, it feels more something that feels more organic, more more authentic,
performs better. So don't think that you have to go overproduce this stuff.
Alright.
Then you take that that
video and turn it into
audio and post it on your podcast. Right? You can do one long form episode of 5 short form episodes
or both. Right?
Because this one had 5 topics, you can chop it off and up into 5 bits, post this them separate as a episode, you can do one long form either way work.
Works.
Then you take the transcript from this and turn it into bot blog posts. Right?
So each of the 5 topics becomes a blog post
You can use Chargebee or Jasper to to take the transcript and turn it into a blog post,
and then you can use some SEO tools to optimize it after. You've done that.
And it's gonna need a little massaging, but but you can get pretty far with these tools, and then you just need to do the final editing yourself.
Then you take those blog posts and turn them into long form social text posts. Right?
So Facebook is great for this.
Twitter could be good.
James says, like, one sentence per line. Right?
So so blog posts and and Facebook posts are different beasts.
So you wanna make it way more easy to read. Like, no long blurbs of text on the socials. People
aren't gonna read that. You can use TIGB disease to make more succinct
post to LinkedIn, Facebook, Macy, Instagram.
The
I've seen caption and image posts perform fairly well on Instagram.
So
that might be worth doing it. You can add an image.
Alright. So the long form social text post. Then you take that and turn it into Twitter thread.
So there's some tools that you can turn it into thread.
Always massage it in.
The AI You can train the AI to write like you if you if you feed it some of your your stuff.
Alright.
Then you take the Twitter threads and turn them into carousels, which you can then post in around LinkedIn Pinterest or back to Twitter
as a carousel post. And
then I'm actually not sure what the back end of Twitter means here
because you're all it's a thread, but I guess you can post
yeah. You can't do carousels in Twitter. I'm honestly not what you meant by that.
Alright. So then you take the
the original video
here, the 5 topics, you chop it into 5 bits, and then you post one
So one video per topic 10 minutes more, you post them,
you schedule them out as one video per day. What you're saying is that YouTube wants consistency.
So after 90 days of consistently
posting, they'll start promoting you aim for 70% retention at the 62nd mark.
Which means don't do click baby stuff because you want 70% retention after 6 60 seconds, so you have to have to be something that people actually wanna watch.
So that they stay the 60 seconds.
Do this, like, bring your best snippets upfront
to the front of the video to get people interested in watching the whole thing.
I'm sure you've seen this on YouTube very common and works very well.
And then the CTA do not ask people to leave YouTube, ask them to watch another relevant video because YouTube does not like when you ask them to leave YouTube tube, they are not gonna promote your video if you do that.
So that's the YouTube part.
And then you take that long form video and you turn it into short form.
So TikTok, Instagram Reels, YouTube charts. And there
are tools to do that, Descript, ContentFries, and Opus Pro.
Opus Pro is if by far the easiest that I found,
Descript is better in that you can you can optimize the clips a lot more.
You can Remove blank space. You can, like, remove
unnecessary words, Opus Pro that you edit a little bit. But it doesn't
allow you to edit a whole lot.
Opus Pro is great though because you give it the long form and it's gonna automatically identify snippets from that long form that they think are gonna perform well.
And then you can post directly from there to your social. So
that is
like really time saving
tool, it's not gonna be as good.
But again, the whole game here is like get going and get something published.
And then you can always as you start to see results from this, you can always hire people, hire a team to start building stuff out for you.
Yeah.
And then you post that. Obviously, we talked about that.
So then you take the short form video, shorter videos, and you can turn them into tweets. So
the short videos transcribe them, turn them into Tweet.
By the way, you can always also post like, Twitter can now do all the formats basically. Right?
So you can take the short forms and post them Twitter as well. As just as short form videos.
But, yeah, transcribe them and turn them into tweets.
So, again, it's gonna take some some editing, but then, like, the point and points from your long form and your short form becomes tweets.
And then the final step is remarket across all platforms. So whoever
clicks and stuff, engages with stuff, you can remarket to them.
So now they're they're warmed up from seeing your content. So that is
that is that process. Obviously,
like,
it's still a fair bit, but it's a very nice streamlined process.
I took that and then I simplified it for
where we're at as we're just building this stuff up. I've had you know, a content machine team
for for a couple times.
Build that up.
Shut it all down, build it up a little bit, build it up again
last year, shut it down this year, and now I'm building it up again.
This time, I feel like I've gotten it. It it down in terms of content.
A lot of the reasons it didn't work was
was me
not being sort of ready to do it properly, not being clear myself on what I wanted to do and who I was for and probably solving those kind of basic things.
Part was a was a team. So
but I'm very, very, very, very, very, very committed to this. Like, this is the thing.
This is the game. This is what we need
to
to win. Like, it's it's crucial.
So here's a Simplero
workflow that just gets you going. Right?
So for me, I record daily or almost daily and just post that. So I actually live stream. I
can I don't know if I can show you, actually? I don't think I can.
I'll I'll grab a screenshot. But I'll actually livestream I use this software called eCam live.
Maybe I can find eCam live
stream.
If there's, like, a
how to stream
So you can you can anyway, you can livestream
to a bunch of different platforms
straight from eCAMS.
So that's what I do because I want the content out there, and I don't wanna have to wait for
someone on my team to get to it because we don't really have the team, so I'm just winging it.
And so I just livestreamed to LinkedIn,
YouTube,
and Facebook personal profile page, Facebook company page, Facebook
Simplero Group,
all at the same time.
And
what else? I think that's it. I think that's it. Something like that.
And so just livestreaming at all the places because you don't want it out there, and it's that is working pretty well.
And then I record it at the same time using e cam e cam live.
And then I put that in a Dropbox, and then my team grabs that and they start editing it
later. So
and then they they do this. And so, basically, so this is the process that they do.
They take the the full video.
I I just just record like, one topic at a time, and it's usually a little bit longer.
So
they take each of those, turn them into podcasts, just pull the audio, We're not even doing any editing.
At some point, we'll do an intro and an outro and things like that.
But right now, I just again, I just want the content out there. And it's working.
I'm getting a lot of positive feedback from people that they're seeing my stuff, and that's great.
Then
the next is to take now they've they've gone live to YouTube, but then take them and
post them to YouTube. So this is basically what is the same thing
as I said before.
So post them to YouTube
consistently.
And since sometimes I'll go live like two or three times back to back because they usually do my content in the morning.
I'll go live back to back a few times. And
it's fine. Right?
So then we've got, like, 3 videos, but then there might be a couple days where I'm traveling, where I'm not recording and posting.
So try to make sure that we can stay consistent with posting every day.
Now, we're not actually doing this YouTube editing yet because, again, I need to get the team
in place to do that. I'm not gonna do that myself.
But once we have that, we'll we'll do that, and we'll get into the the consistent posting
game there.
What we do do is use OPUS Pro.
So to I'll just say that. Use Opus Pro
to do
each video, let's put it that way. It becomes 20 to 40 segments. So
yeah. You can you can do a lot of short form videos.
I think if you post, like, you know, 4 to 5 per day, you can post the same ones across all the platforms.
Doesn't matter. But if you post, like, 4 to 5 a day, I think it's a good place to start.
You can obviously post more, but
that gets it done. So this is kind of the simplified
version. What's really worth doing though is taking the the
the stuff that you did
for the long form. And just for me, I would just write it myself.
So the topic that I'm doing a video about, I would also write kinda the long form version of that and
in my voice
and post that to Facebook.
Because I'm getting a lot of traction from posting just to my favorite personal Facebook
profile. Because I have I have a network of a lot of people.
And getting in front of them and and showing showing up, showing them who I am, that's really powerful.
My my my mentor Dan Martel talks about the content machine is about it's about reputation and reach.
And so you want
you you hopefully have a great reputation or you wanna make sure that you establish a great reputation.
And then it's just a matter of reach. So for me, just
I I'm really good at the stuff that I do. I have some really incredibly valuable things to offer.
And so if you can just get that out there and get more people to see it, that's super super powerful.
So that is the game that I'm playing and just doing these live videos and then posting
tax taxes easier for a lot of these people.
Like, they're not gonna be as likely to wanna to video as they are to read something that grabs them right up front.
Like, so you wanna make sure that you've got that hook when you're writing stuff as well as a hook when you're when you're recording stuff.
Alright.
So episode ideas, personal vulnerable growth, that has always worked really, really well for me.
Cool stories going on the world now right now. Lessons, stories, growth,
problems you're trying to solve and how you're trying to solve them, and then keyword cut type stuff.
You can do that as well.
So, maintain a list of things you're currently learning, problems you're solving ideas for content, etcetera.
I can share with you. This is actually here is my content ideas plan.
You can see, like, I just this list just grows longer and longer and longer as, like, every conversation I have,
every insight I have, every little thing that happens.
I just add to this list, and I started this list a couple weeks ago.
So so and it just everything just spawns more ideas and more ideas. More ideas.
I'm never ever gonna run out of ideas about things to talk about.
So
highly recommend that you maintain a list like that.
I use bear because I find find that it's a little bit
easier. It's easier like, Apple Notes or bear, but I do find that bear.
I'm experimenting with it. Let's put it that way. What? I forget what it was.
I switched over to bear for for these things.
Let's see here.
Episode layout. So,
generally, you wanna hook,
like, start at a place of high drama, grab their attention.
Steve Larson says, you are competing for their attention, so fucking compete for it. Right?
There's a competition for attention.
Get into the competition to actually compete. Like, decide to play the game.
That's the game we're doing.
Intro,
tell you quick backstory involvement in your journey, talk about what you're building and where you're going.
Like, it's people always like to be along for the ride.
Hey, we're here creating this, you know, a $100,000,000
company and
this incredible community that that enables entrepreneurs to bring their their gifts out into the world in a way that's simple and fun.
Like, Like,
that people like being part of you going somewhere. So, invite them.
Involve them into your in on your journey. Right?
Invite them into your journey and share where you're going and where you're doing to get there.
I could be a lot better at that, but it's really powerful shit.
Content is generally
80% story, 20% principle. People learn through storytelling.
So the more stories you can tell, the more it's gonna engage people and bring them along.
For the ride.
I don't
do this particularly well.
Create with the purpose of creating micro content from it.
So that means, like, you know, thinking about hooks,
in your in your content.
You can include topics and can rank in search engines, tell microstories,
I recently read David Garfield.
It was the purse persuasive story code, which is I really really like.
Very simple to tell these micro stories.
It doesn't have to be massive, like, hero's journey story every single time.
Russell Brunson's epiphany bread script from expert secrets, which I have below is also useful.
For storytelling.
And then you can do, like this is Frank Carney has this, like, oh, by the way, like, if you're interested in in some software to run your business, like, go check Simplero or before if I get, like, check out my my coaching program, Simplero academy where we help, you know, of course, you know, we help online entrepreneurs.
Succeed
with their marketing and their mindset and all the things that they need and their tech. So
you can include those
Always do some sort of pitch at the end even if softly.
The pivot bridge script, the idea
is nobody so you learn something,
and then you're like, oh my god. This is amazing.
And then you got like, you you you encounter something new. Right?
Something happened that made you discover this thing. You're in some sort of pain.
There's an epiphany there. And then we deep dive into it and we start to
learn all the technical parts of it. And then when we meet someone
we tend to start with the technical stuff
and they are not gonna care one bit.
Because that's not what's what's gonna sell anybody. It wasn't what sold you.
What sold you was the emotional epiphany you had. And so what you need to do is go tell the story
of
the epiphany
that you had that came from somewhere. Right? A person to book it God or something.
What was the epiphany?
And then go tell that story of how you discovered it.
Because that's what got you emotionally sold on it, and that's what's gonna get the other person emotionally sold on it.
And then once they're emotionally sold on it, they're gonna be interested in the logic logical parts.
But if you don't do the emotional piece first, they're not gonna care.
They're just gonna be like, not. They did they don't understand.
And this is what people refer to as technical battle.
When you start to spew all the technical stuff without without having sold them emotionally on why this matters.
So
epiphany verse script is is basically just telling the story of how you arrived at this epiphany.
Which is emotional by nature.
Alright.
Core messaging pillars.
This comes from Frank current.
He has this book called Convert 2.0,
which
is
good, but very confused.
I spent, like, hours going through that book and just, like, you know, let me see if I have my notes in here.
This is where I do notes
for all the things I study. These are my notes from that book.
Like, it's basically, like, 2 kinda books together, and then, like, it's up to you to figure out how they connect, and it's, like, very confusing.
But one of the things he talks about is your core
content pillars. I forget where that is here.
But anyway, the point is this,
that
every business exists to solve some problem. Right? There's a dream customer.
Dream customer has a problem. And there's some outcome that they want.
And our job is to get them from the problem to the outcome.
And in order to do that. There's gonna be 3 to 5
key steps that there have to do, key milestones, key things.
That they're gonna have to do that you help them with.
And so think about your content in terms of those
key milestones, and that becomes your core messaging pillars.
So for means about Simplero systems, personal growth, and physical vitality,
these are the the things
that the content that I always talk about. So this
this video right here is on the simple system side, like a simple system to create your content machine.
But other videos that I do are gonna be about about personal growth, and then some others are gonna be about physical vitality.
Those are all critical for my people which are entrepreneurs
to live a full and
and successful thriving life.
So, like, be fully alive and share the gift with the world.
I to strengthen that. But that's essentially what I help entrepreneurs with.
And so to do that, here this here are the key core
messaging pillars, the key milestones that they have to address.
So that's helpful to know so that you can you like, it's like, okay.
These are the topics that I'm gonna hit over and over again. 3 to 5.
I think,
Frank says 3, but I think there's any particular reason that it could be a few more, but not too many.
Alright. And then the final piece here I wanna talk about is the idea of the character of you.
I first got this from Dan Kennedy.
He has a program called personality and copy, which is phenomenal.
I highly recommend that you get your hands on a copy of that, where he talks about the importance of crafting a character around you.
So it's you but louder. It's you but, like, exaggerated.
Right? Where you have
your your dreams and your superhero powers and your backstory and your your weaknesses, your character flaws, and all these things.
There's
Ryan Dice has taken the idea of the character diamond.
So we can add that to the list, or
you can Google this Ryan Dice.
Character diamond. It has a little bit of that too. It's a very simple simple
Simplero
me see here.
Yeah.
Finding my character diamond here. So
I'm gonna put my character diamond in there.
Boom.
So you can see that. This is the character diamond of me.
So it's a way to define define clearly who you are.
So for me, primary character trade is a trusted guide.
The secondary character trade, which kinda balances out the primary one, a little bit, is my tendency to overshare.
My quirk, mask, or flaw is that I can be offensive. I can come off as offensive.
The reason why why did it do that now?
Why is it
doing this, like, weird
off the
I don't know why it's doing that. Hang on.
I can be I can come off as offensive or I can be offensive maybe.
But the reason why is that my non negotiable
is
integrity or truth. So I'm gonna speak, what the fuck?
Current obligation.
Figma.
Nope.
It does not like me anymore. Something went wrong here.
Anyway, so, yeah, my my my non negotiable hill and willing to die on is integrity or truth.
I have no idea what the hell does that.
It seems like there's some weird ass. Alright.
Sorry about that. What the hell?
Zoom, can I
Zoom 2?
Okay. Let's try this.
This is bizarre. I don't know what's going on here. Alright. So
back to this. So
be you louder. Talk about points of view opinions that you have.
Goals you're working towards what you need help with what you're helping others with, what you're afraid of,
that we have that twice. So
yeah, define the character of you and be it.
The show is mostly about you and a little bit about the topic. This is important to understand.
Like, people actually will follow for you.
They'll follow for you because they're they're they it's just
Dan Kennedy talks about series fiction, like Superman or,
like, these, like, crimes,
novels, and some plantsy and whoever else. Right?
That that people fall in love with the characters, and they wanna follow and see what happens next to these characters.
Well, it's the same with you when you do this constant machine.
People wanna follow you and fall in love with you as a character and see what you're gonna do next.
So let them, right, let them
think series fiction.
So, yeah, presuming copy, influential writing workshop is another one of Dan Kennedy's
all about this kind of stuff.
So they'll comfort is not big, but they'll stay because of you. So make you interesting
and more and bring bring some of that out there.
I'll I'll I haven't done this in a while, but let me see if I can find
the just
I define this some
a while ago. Like, this is way back in 2013.
Let me see if I can find figure out how to share that.
Share
notes here.
Oh, god.
It's gone crazy. This software.
Alright.
Alright. Manually
managing windows. Here we go. Alright. Calvin Carrisers.
So way back in May 2013, 10 years ago, I started to define this.
Like, like, what are my ambitions and aspirations?
I wanna create my own country. That's a thing. I should probably talk more about that.
Backstory,
learn English so I could program, bully this get in school, fell like, and I was like,
parable. So like, you're learning stories,
eccentricities,
pet peeves, and enemies.
Bike helmet.
It's a good one.
The literally, the only time I've ever crashed on a bike was when I wore a helmet.
Like, it's the only time I've crashed on a bike or had any sort of accident during a bike was wearing a bike helmet
last year. So think about that. Flaws,
failures,
in competencies, pathological behavior. Look, like, look how many like negatives there are here.
Well, the negatives are what makes you, you know, approachable to others.
That wasn't what makes them kinda
trust you. Like, if if
before Superman had Kryptonite, like, you people couldn't relate to him. It makes you relatable.
Successes, you definitely want those as well. Magic powers, talent skills.
What will they envy and desire, the legend?
Well, it'd be careers about it. I should only update this.
Well, would they be amazed by likability, likes, dislikes, corporates, politics, religion, hobbies, interests, significant life events, places I travel to, context.
So
these are all things that you wanna think about for you and then present it.
And the key here is, like, it's not it's not not true.
It's just you exaggerate it and you're playing on some of those superpowers and you're playing on some of those
weaknesses, some of those floss.
And that makes it really compelling to people to follow you when you're exaggerating a little bit.
So that is the content machine you guys
go crush it, and
can't wait to see what you all
do with this. Alright. Cheers. Thank you so much. Bye, guys.