How much time does your content creation consume from posting on TikTok to Instagram, to Facebook, to LinkedIn, to YouTube, to creating and sending emails on a weekly basis and more content is consuming us as entrepreneurs. In this episode, I'm showing how me and my clients have cut our content by over 50 percent while doubling our sales at least.
Hi, I'm Viv Guy, seven figure business owner turned online mentor on a mission to help struggling coaches and course creators to navigate the rollercoaster that is running an online business so that you can attract dream clients and hit your enrollment and sales targets every single day. month so that you can reach six figures and beyond.
If you're ready to create a thriving and profitable podcast to accelerate your audience growth, engagement, and sales, tune in each week as I throw back the [00:01:00] curtain and share all the insider secrets I've learned from 20 years of entrepreneurship. You'll learn how to market, sell, and grow a thriving, sustainable online business in a way that's That's fun, makes you money, and allows you the freedom to thrive.
This is Podcast Sales Made Easy.
There's a really great story by Donald Miller in his book, Building Your Story Brand, I think that's the name of the book, um, that I read many, many years ago. And he talks about how our marketing is like dating, okay? So you meet someone, you go out with them on a first date. If you were to say to someone, will you marry me?
The likelihood is after one date, they're gonna say, no, not a chance. And then you say it again. You go out on a, a second date, and then maybe a third and a fourth date, maybe get to the fifth date and you say, [00:02:00] Hey, will you marry me? And you're the person, you're, you're, you're dating, kind of goes, no. And then you get a few more dates in, maybe you're up to date 10 and you say, will you marry me?
And the person says, not now, but actually in the back of their mind, they're maybe starting to think about it. You know, they're kind of thinking, well, actually this is working out quite well. You know, we have really good fun. I really find them very interesting. Got a lot in common. We have the same sort of values and, and we're going in the same direction with our lives.
It's actually, maybe, maybe I will consider it. But you don't go at that point. But then you go a few more dates, a few more dates, you spend like longer together and then they say, or you say, will you marry me? And at that point you go, do you know what? Hell yes, I absolutely will marry you. But it takes time to get to that point.
It takes time to get to know someone. [00:03:00] And that's what it takes with our marketing. It's now suggested that it takes seven hours for someone to buy from you. Seven hours of them consuming your content, of like hearing from you before they buy from you. It used to be like 26 touch points, but let's just talk about this in reality.
How many hours? How many hours of content do they need to have consumed? How many, how much time do they need to have been there in your world exposed to you? For them to buy. Seven hours. Now, when I started working with my coach last year, um, but I still work with now, Brandon Lucero, I discovered him by chance through, I think James Wedmore was, um, promoting him as an affiliate for Brandon's program that was coming up.
And this was like early 2023. Now, I never had heard of Brandon Lucero. [00:04:00] Um, and I don't, you know, in all honesty, I don't sit and read James's emails religiously. James, I mean, if you're listening, I'm sorry, but I don't. But I do skim them now and again. And it just so happened, obviously, the, the subject line grabbed my attention, and I decided, yes, I am going to read this, this email.
And he talked about this guy, Brandon. I was like, wow, it was just what I needed at that time, because I was going through a whole like messaging crisis of my own. I knew something was off in my business. I'd worked with a coach. I'd worked with two coaches actually at that point at the start of 2023 because I knew that I needed to kind of do something and I just couldn't, just couldn't put my finger on it.
And actually it was something in, in, in the email from James that absolutely like, it just, it just landed with me. It was exactly, it spoke to me. And so I suddenly was in Brandon Lucero's world, like, consuming his content. I wasn't signed up as a client at this point. [00:05:00] But I guess I started to date Brandon Lucero.
This is a weird thing to say. But in terms of consuming his content. And this is how it kind of went. So I discovered Brandon a little like you would if you were dating. Uh, via James, we were introduced via friends. Let's say that. We were introduced by her as, you know, via a friend. And so I kind of go and check him out.
And at that point, Brandon's deep into a launch. So all his content is basically saying, Do you want to marry me? As in, do you want to buy from me? Do you want to get my thing? And I'm kind of going. No. Like, it sounds great, you know, it looks great, but I don't know you. Like, how do I, like, yes, you're telling me all these amazing things about results, but I just don't know you.
But I was like, hmm, I need to kind of listen to this, this guy a bit more. I need to kind of figure out if, if [00:06:00] this is the right person to help me. Like, do I believe that this is the right person? So what do you do? Well, I guess I stalked Brandon for a while. Brandon, if you're listening, I'm sorry, but I did.
I, I remember being in the gym, running along the spin bike and things, and literally binging on Brandon's podcast. That was what I did. I binged on his podcast and I was like, Ooh, dude, this guy, he's good. He knows his stuff. And I really resonated with his values, with his message, with what he was saying. I really liked the way he taught his delivery.
I liked his frankness. And like, do you know what? It was almost, I was a little intimidated. I was like, this guy's scary, but I know I'm going to get results. So this was like March time, I'm going to say. And it took till the June for me to sign up. Okay. June, early June. I was like, I'm in. And I'd had a sales call before that.
[00:07:00] I'd had a sales call in the March, but I was like, I don't know this guy enough. Like I, that was like the proposal. Do you want to marry him? No. I want to go and find out more. I want to date him more. So I did. And that's what's happening. That is what we need to understand is happening when people are consuming our content.
They need to get to know you. They need to, you know, in air brackets, they need to date you.
And that dating, as I said, takes around seven hours now, seven hours. So how do we actually. Speed up that process. People consuming our content, you know, it can take months, months and months and months for that process to happen. As in like 9 months, 12 months, it varies. For me obviously it was, what, March, April, May, June, like 3 months.
3 months of me from like mid to late March, so probably 2 and a half months, of consuming that content before I went to buy with Brandon. Because I consumed his content on the treadmill in [00:08:00] the gym.
Now, I just want you to think about how people are consuming your content and how visible your content is to people. Because this is where the seven hours takes a long, long, long time and can take a long time and where we can do something about it to speed up the process and cut our content creation time.
So what happens right now is, if you are using social media for, um, as your core, your primary platforms for marketing your business, you're obviously going to the effort of creating content in the form of movie videos, TikToks, reels, stories, um, grid posts, whatever that might look like. Lives, could be lives as well.
And what's happening is, Only around 3 percent of your audience are seeing that content. So we've talked about this number before. 100 people in your audience, 3 people are seeing that. [00:09:00] Now what we're assuming is that people are going to see, like, those 3 people are going to see every single piece of content.
And once they hit the 7 hour mark, they are going to Convert. Now that's a heck of a lot of content that they need to consume on social media and I'm going to get into that in a minute. But we know it's not the case. We know that people don't see all your content because they get lost in the news feed.
We know that they don't consume every piece of content because maybe it just doesn't jump out at them. Maybe it doesn't grab them. So we know it's not happening in a sort of linear way. That they're not consuming one after the other after the other. And this is where podcasting comes in, okay? Podcasting comes in to its own because when people discover your podcast, they will generally go back to the beginning and start from the beginning.
But they will listen to multiple episodes, okay? So like I did with Brandon, I got hooked and I [00:10:00] listened to one episode after the other, after the other, after the other. And I must have consumed I don't know, 10, 12 episodes in the space of a few, three or four weeks, maybe. Every time I went to the gym, Brandon got, AirPods went in, Brandon was like switched on.
So I want you to think about how people are consuming your content that you're creating. So let's just have a look at some of the, the data. Like, let's just talk about like, what is happening. So, It's math. You know me. I love math. So let's go back and let's do, let's, let's run the numbers on this one. So seven hours, okay, of podcast episodes.
If you are doing all your editing, the creation time, ideation time, the recording time, let's say, let's bundle it all together. Let's say it's four hours per episode. So 28 hours of content creation to hit that [00:11:00] magic seven hours conversion time. Okay, so it's 28 hours of actual time spent creating those 7 hours of podcast episodes, okay?
And remember how people are consuming them. So they're going to consume those quite quickly, okay? People will generally consume 7 episodes quite quickly at the most, if they're listening to one a week, a couple of months. Versus, let's just take Instagram, because I used to use Instagram myself, and I hear a lot of people still using Instagram or LinkedIn, but let's, let's pick Instagram right now.
Okay, so let's just have a look at this data. So, Instagram Reels. Let's pick these as an example. Let's assume that your Instagram Reel, it's around 90 seconds in length. Okay, 90 seconds in length. That means You're gonna have to create 280 Instagram reels. So you might go, that's okay, that's not too bad.
But actually, [00:12:00] let's just reel it back. Reel it back, guys. The average reel that most business owners take to create from the ideation, the concept to publishing, to editing, to putting in all the, the, um, captions and so on and so forth, is around 60 minutes, 60 minutes, one hour. That's 280 hours of time to create that content.
And remember, not everyone is seeing, not everyone in your audience is seeing each of those. So it's more than 280 Instagram Reels, really, that people need to create. So let's just take this so far. 28 hours versus 280 hours. That is crazy different, like, ten times, like, the hours, just crazy. Let's just, sorry, I just need to move my chair.
Okay, let's just [00:13:00] take that down another step. So, let's say you predominantly write posts and caption based posts on Instagram, LinkedIn. I'm going to be generous here and let's say the average post or caption is around 400 words. It's actually not usually around 250 words, okay? Now, an average adult reads around 250 to 300 words per minute.
Now, again, we'll say it's around 250 words per minute. That means in 90 to 120 seconds, they've read your post and moved on. The 6 percent of people that have seen it have read your post and moved on. That means you need to create around 2, 000 written posts or captions. Again, assuming people are going to read them back to back.
So they need to consume 2, 000 written posts before you potentially convert them into 7 hours. Before they've had that 7 hours with you. Now let's assume one post takes 20 minutes to create. [00:14:00] And that's being generous, like, well actually, that's, that's, that's really underestimated because I know guys, if you're on Instagram how long do you spend in Canva creating the graphic that goes with your caption?
But let's go with it, it's 20 minutes. That's 666 hours you're going to spend on content creation. So we've got 28 hours. 280 hours or 666 hours, assuming that they're going to pursue each piece one after the other. That is just crazy, crazy guys. And I just want you to think about what would you do if you were not spending that amount of time creating content?
What would you do if you stopped spending 666 hours or 600 hours creating content in a year. It's a crazy, crazy number. [00:15:00] In fact, let's just put this in perspective. 600 hours is 15 40 hour weeks. That's over a quarter of the year, okay? Over a quarter of the year, just on that content creation, if you're writing captions, okay?
So it's a lot of content. So we want to look at how do we, how do we reign that back? How do we kind of cut that figure in half? Well, this is where the beauty of your podcast comes in. Because instead of creating all of that content, churning out content that isn't being seen, that, you know, you have an algorithm that is pushing back at you every single step of the way.
This is where podcasting comes in, because of the, the psychology of people that are listening to podcasts. People that are tuning into [00:16:00] podcasts are actively reducing the distractions around them before they start listening. Like, I'm not talking about a few, 88 percent of people. And a whopping 80 percent of podcast listeners will listen right through to the end of an episode.
Now let's just compare that to, uh, but it's Facebook, like Facebook users. They access the app an average of 13 times a day, but their average session is only 4 minutes. Instagram and Twitter are shorter still. Why? Because they're entertainment platforms. They're distractions. You know, you're sat in the car waiting for the kids to come out of like their clubs.
You look at Instagram, you wait for the kettle to boil. You look at Facebook. So thinking about the psychology of your listener and how they are consuming content really is important when we're considering where we want to focus our time and energy, the platforms we want to focus our time and energy on, [00:17:00] on creating content for our audiences.
As a coach or course creator, if people are listening to your podcast, it's because they are interested in what you have to say. They are starting to date you, they're interested in what you have to offer, that you may have a solution to their problem. And so they're hanging around, they're sticking around, they are actively looking for a solution.
When they're on Facebook and Instagram, they're looking for cute kittens and, you know, what do I look at if it would be, um, the, the happy news movement or whatever it is, the good news movement. You know, what is it that people are looking for? They're looking for things that are interesting for them in terms of entertainment interests and values.
So there's a very different psychology between how people are consuming content on social media and people consuming content via podcasts and also the long form content like blogs. So we want to think about how we're spending our time.[00:18:00]
So master, master this platform, master podcasting, okay, as a, as a strategy for your marketing because it's going to save you a huge amount of time. Moving on from actually the time it takes to create content, let's talk about now repurposing your content. So in my previous episode, we were talking all about the five P's of profitability and picking just one platform.
And now I'm going to talk to you about repurposing and you're going to be saying, You said what platform? I did say one platform, but I also said once we master our messaging and get conversions. We also can repurpose that content, if we have the time, across other platforms. But only once we know it's working for us.
Only once we know we're getting those conversions. Because otherwise it's a waste of time. It's a waste of time. So I want you to think about [00:19:00] repurposing your content. And how this can be a massive time saver in your business. So when we think about how we create content now, we're coming up with multiple different ideas for our social media content during the week.
Then we think, okay, well, I need to create a weekly email. And now we'll see people who they use and repurpose their weekly email onto social media as a post. But what I want you to think about is with podcasting, we create one deep piece of content. We get to go deep with people, really share things. And that then is the foundation, that one piece is the foundation for all your other content.
No more ideation required, no more creation, no more kind of thinking, Oh shit, shit, shit, I need to create more content. It's all there. It is like your treasure trove of content. You can create, um, carousels. You can create stories. You can create some reels if you want. You [00:20:00] know, if you want to and you have the time and capacity, once you have mastered podcasting and it is converting, I'm going to say that again.
Once you have mastered podcasting and it is converting, then you can use that and repurpose it and create content. To drive more traffic. to your podcast or to remind your audience who are following you that there is a new podcast episode out there. Because actually, that is what we want. We want to make sure we're retaining our listeners as well as growing our audience.
But we know that social media is not necessarily the best way to grow our audiences organically, okay? So one of the big mistakes I see people making is they will literally pull out a couple of audiograms from their podcast and bang them on social media and they're like, right, I have repurposed, I have, you know, the podcast content across social media.
But actually, that's not amazing on its own. Okay. That is one thing, but actually you have got [00:21:00] a whole vast array of content in there. So let's think about how we can repurpose it. If you are at the point where you have a team in place, by all means get them pulling out and extracting information. You can highlight when you create your content, like these would be great carousel posts.
Okay, so I could have a carousel post saying like, here are three ways to cut down your content creation by 50%. Or if you're struggling with content creation, here's three ways to cut down by 50%. Um, um,
so suddenly it becomes a lot easier. We can repurpose our content. Now, there are some amazing new AI tools that have been created for doing this, okay? So, if you don't have a team in place, if you don't have a copyright, you don't have a VA, Well, we can get a lot of your content out of the podcasting AI tools that have been created.
I'm not saying we're going to get carousels or reels created, but we can get things [00:22:00] like your emails created. So you can share content on your, to your email list, specifically related to your podcast episode. Um, so. What are these amazing tools? Well, there's two that I know of. There are, there are many that I'm aware of, but actually two that I am sort of more familiar with.
There is CapShow. CapShow, which is an AI tool. Now this I would say is better for you if you are earlier on in your podcasting journey. And as I say, all you do is like literally you plug in your episode and it churns out. your content. It repurposes, churns it out. Massive, massive time saver, guys, for you.
And the other tool is Cast Magic. Okay? Cast Magic. Which I recommend if you're a little, little further on. Um, I like the features a little more with Cast Magic. Um, I'm still quite new to using Cast Magic, but it is something to explore if you want to have a look at that. I'm [00:23:00] still sort of testing it and playing around with it myself and within our team here.
Um, but as I said, it is a great way. to cut down the time it takes in terms of content creation, and then being able to repurpose that content across other platforms. I will be talking more about whether or not you should have an email list in addition to your podcast, because obviously we know that email is yours, you own it, we hear about it, and I talk about it a lot myself, it is your goldmine, your gold, like your pot of gold at the end of the rainbow.
But I'm not going to dig into it today, but it will create emails for you. So if you're kind of that person that's going, I really don't know what to write on my emails, it will churn out that content. It will prompt your email list to go and listen to your, your recent podcast episode. Keeping your download numbers consistent.
So let's talk now about discovery content. Getting in front of new audiences. [00:24:00] What I want you to think about is, is guesting. We've talked about this before, podcast guesting, collaborating with other people, creating and crafting one awesome signature piece of content. Now, of course you will have kind of variations and different angles on this, but actually the, the whole of what you create.
You can re use multiple times, okay? Multiple times. And this is massively going to reduce your content creation. Because right now, as I said at the beginning, what I see a lot of people doing is creating and churning out so much content for social media, thinking that this is actually the way to grow their audience.
Thinking that this is the solution, and it's actually an audience solution. growth or discovery content strategy. But actually all it's doing is nurturing those people in your audience that are seeing the content. [00:25:00] But creating that content is taking a huge amount of time. So how do we minimize? We create one piece of content and we share it.
We create one profitable profit conversion mechanism. For example. It might be a workshop or a webinar, masterclass, whatever you want to call it. And this is what you offer. You create it once, you refine it, of course, as we go along. But you create it once, and that is going to work for you time and time again.
You create one workshop that you go in and offer to people. to their audiences. Yes, as I said, we're going to re angle it. We're going to have kind of work in it in different ways just to kind of align with their audiences, but the body of the content is the same. But what I see happening is people are hiding behind their content, their [00:26:00] social media content.
It's easier to,
in my opinion, we're going on social media. and creating and posting on social media to hide, really. Because it's so much easier to go on Instagram or Facebook or TikTok to post a reel, to create a video, than it is to reach out to someone. And how long do we go on like this? How long do we continue to do this and get like zero results or really poor results?
We do it for so long because it feels easier than reaching out to someone to say, Hey, like I would love to come and guest on your show. Where you can create and use that one piece of content multiple times with just some tweaks to it. So actually think about [00:27:00] which are you doing? Do you want to be saving time?
Or do you want to keep going, doing what you're doing right now? So this is where I really want you to consider, like, thinking about guesting, collaborating, creating that one piece of content, and doing what feels tough. Because the reality is, the things that get you the results the fastest, and most predictably, are the scariest things.
Like, hands down, when I look back over my business and I think about the times when things were tough and struggling, often it's because I was in a place where I just didn't want to do the scary stuff. I wanted to hide in my happy place of spreadsheets and creation and curriculum design. I did not want to do the stuff that was actually paramount to profitability.
So I ask you, like, Do [00:28:00] you want to continue to churn out a phenomenal amount of content that is draining you, that is burning you out, that is not getting you results? Or do you want to cut that content creation time by half? Do you want to build relationships that are going to bring you an ROI for years to come?
Because remember, like guesting on podcasts, it's going to generate and bring you downloads for your own podcast for years to come, for the lifetime of that show that you are guesting on. because your content is always discoverable, because people go back, remember, when they discover your show, when another guest goes on and says, Hey, I was a guest, people, their audience go and check it out.
They're going to go back and listen. They're going to go back and listen to old episodes, because that is the behavior of podcast listeners. So I want you to choose your heart. Choose your heart. Me, I am all about cutting back and reducing time, simplifying things. I talk about this a [00:29:00] lot. Simple, simple, simple, all the way, easy life for me.
And I welcome you to join me and cut down that content creation time by mastering all things podcasting. Hosting a podcast. Launching a podcast. Hosting a podcast. Podcast guesting. everything podcasting and how to then turn that into a profitable business and how to then turn that and utilize that profitable podcast to generate a six multi six and seven figure business.
So use podcasting as your platform, as your five piece platform. Now, if you're listening to this episode thinking, Hell Viv, I freaking do want to cut down my content creation whilst also massively increasing my sales, the engagement within my, uh, from my content, from my audience and growing my audience in the process, then I [00:30:00] invite you to book in one of my free conversion audit calls.
They are 45 minutes of my eyes on your business and they are free of charge. We'll take a deep dive into what's going on in your business right now, what's slowing you down, getting in your way, and give you three key actions to work on so that you can move forward in your business, and identify what the three key levers are that are going to get your business moving.
You can book in these calls at vivguy. com forward slash apply. That's vivguy. com forward slash apply. I cannot wait to hop on one of those calls with you. Um, I love doing these calls. I really do. And they get so much, people get so much value from these calls. Guys, it's been awesome to hang out with you today and do not miss our next episode when we are talking all about why your guest pitches get rejected.
[00:31:00] So if you're one of these people and you've been listening to what I've been saying and you're trying to kind of Develop mastery of podcasting as your number one platform of choice, then I want to invite you to join me on that next episode where we're going to be diving into and uncovering and discovering why you're struggling to get your pitches through the door and accepted.