The Content Crib Podcast
The Content Crib Podcast is where bold ideas meet real execution. Hosted by Eric Anderson and Chris Grosse, this show breaks down how to turn content into trust, attention into opportunity, and your story into strategy. No fluff. No filters. Just what works. Welcome to the Crib.
The Content Crib Podcast
You Don’t Need A Massive Audience; You Need The Right People To Care And Convert #24
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We dig into the engagement trap and show why small, trusted audiences outperform large, distracted ones. Real stories from healthcare prove that clear, consistent, niche content drives inbound leads and lasting revenue.
• defining the engagement trap and its costs
• consistency as the driver of trust and recall
• case study of posts converting physicians
• why niche, edgy takes attract right buyers
• small audience, clear offer, simple path
• AI as helper, not the message
• practical video ideas for clinicians and founders
• popularity versus profitability metrics
• community effects and collaboration models
• Content Crib 6.0 focus and open spots
• shoutout to The Towson Clinic launch
Get in touch with myself, Chris, Matthew Ray Scott, if you'd like to come
You Need Trust, Not Followers
SPEAKER_01He nailed it. You don't need 10,000 followers. You need 10 people who trust you enough to take action. A couple weeks out to the end of the year 2025, and LinkedIn is more saturated than ever. Everybody sounds the same, but no one's getting remembered. There's definitely, you know, controversial niche takes like within your world that want to that you want to share, and that's what people want to hear. They want to know what you have to say and what your perspective and how potentially could help your clients or your audience that you want to serve, right?
Consistency Over Virality
SPEAKER_01And you know, the paradox is really the more content creation than ever is occurring, but less actual connection. We are back.
SPEAKER_00Another episode. 25. Is this 25? I think it is 25, yeah. I think it is number 25.
SPEAKER_01For the 25 days of Christmas?
SPEAKER_00The 25 days of Christmas, we're here. Um, yeah, this will this will be coming out in uh, oh my gosh, in 2026, which is wild to think about. But yes, 2026. This will be this episode will be live, or at least you'll get to watch it.
SPEAKER_01Man, that's crazy. That's a lot of weeks of doing this.
SPEAKER_00It is. And my math's not that good, but the next one we will do will be half of the year that we've officially done a podcast.
SPEAKER_01That that's didn't think that was gonna happen.
SPEAKER_00No, no. But um put two knuckleheads together with a desire to create a podcast. And as well, this is gonna be part of what we could start talking about today, is you know, so many times I see people get onto whether it's whatever social media or thought leadership they're doing, and they're like, eh, I did it for two months and it doesn't work. And I know you and I, when we talked about doing this podcast, we're like, All right, are you committed to do it for a year? And we were both like, yep, we're committed. So um committing to long-term process and protocol is at least opens the doors to success. How about that?
SPEAKER_01Listen, consistency is key, and I think this actually leans right into something I wanted to talk about, ironically.
The Engagement Trap Exposed
SPEAKER_01I didn't really set the table on purpose, but I did want to talk about the engagement trap, which is well, not getting engaged and being trapped and married for life, but the engagement trap. I didn't know we were gonna go that way. Okay, cool. It's it's similar to you know, creating a podcast, and maybe you don't get a million listens and you give up, right? Yeah. And we made this podcast to speak to a very small niche audience because it's important to us. Yeah. And I think it's, you know, I think we've created a generation of content creators who are rich in attention and broken reality and trust. And your engagement can be way up, but your revenue isn't. Yep. And you're starting to wonder if this whole personal branding thing is working or it's a scam. But I think it's not a scam, and I think those people that are measuring the wrong things, right?
SPEAKER_00Yeah, it's funny. It's I've been doing this now because I I do, because again, I need probably another hobby, but I chart a lot of things, just data analytics of stuff that I've done. And um, you know, I'm going on six plus years of personal brand and all that other stuff. And I had a uh I'm not telling this story in any way, shape, or form to impress anybody because it's not that impressive. But I had a uh a call with somebody and I got I popped on the screen and I'm like, hey, how are you? And he's like, Great. He goes, Oh my gosh, I'm talking to a LinkedIn legend. Like, all right, I'm I'm not a LinkedIn legend by any means, or pay you a lot more, but but he's like, I remember you do this, and it's stuff that it doesn't matter, but I'm telling you, that kind of stuff works. Personal branding works. It's just it's a consistency piece of the puzzle that you have to you have to commit in your brain that I'm gonna do this and I'm gonna do it for multiple years. And you know, some guys that we've had on this podcast, like Seth Turnoff, I think he's posted every day for four years or something. Some I don't I don't remember the crazy metric it is, but um, yeah, and it doesn't mean that you have to post every day for four years. That's a little obsessive. Hi, Seth. I hope you're listening. Um do it twice a twice a week, you know? Just do it.
SPEAKER_01Hey, listen, I mean, I I do give him a lot of credit for doing it. It's amazing. It's uh that's no small feat. And you know, it he's done it, he's created his environment and followers and is organ as organic as you can do it. So you know, the algorithm right now, who knows, but it's rewarding, you know, genuine, authentic human connection, and sharing your story, your experience, and teaching. And he does that too. So I mean, there's you know, he does that with
Proof That Personal Branding Converts
SPEAKER_01his business, he does that with his clients that are reading, that are following, he does it the right way. So, and what it kind of leads to what I was saying was, and he does it well, is you don't need that massive audience, just like we don't have a massive audience with this podcast. We just need the right 50 to 100 people seeing consistent, clear, conversion-focused content that makes working with you you inevitable, just kind of like how you got on that call with that person that called you the LinkedIn legend, right? Yeah, and this and the sale had already happened with him or her in the scroll, not you know, not in the clothes. They've already you've already built that trust. And that's the idea. And it's not showy or I gotta get, you know, post a selfie and get 500 likes. You know, there's brand partnership avenues to go down, it's not just building a brand to convert your audience by creating content that speaks to what they're they're dealing with in their you know their day-to-day. That's definitely the most important. But there's uh you know, there's other ways you can take it, but as long as there's a you know a plan, of course, there's people posting, you know, selfies and all this trap content. That's not really what we're we're going for. Um but you know, just making sure you're speaking to the right people.
SPEAKER_00Yeah, no, that's exactly right. And and that may take some time for those people to find you. They will. Most definitely. It just takes time to make that all happen. And you know, it's um guys like Gary Vaynerchuk or you know, out there going to garage sales, and you're like, I don't know. Have you ever seen when he does that garage sale thing where he goes out?
SPEAKER_01Yeah, it gets a ton of engagement.
SPEAKER_00Oh, it's it's like it by far, he's like, is the most engagement I possibly can get. Why? It's him really going out in the world and like doing things that are, you know, people like I don't, you know, I'm not I'm not glued to the TV when I see somebody going to a garage sale, but when he does it, I'm thinking, man, this is pretty cool.
SPEAKER_01I wanted to share my experience too, was this past weekend I posted a couple posts about you know my perspective right now, GLP1s, and you know, where you know, GLP1s, the Reditrutide, New Peptide, GLP one, and whatnot. And uh, you know, I I put a decent amount of thought in in the post and wrote it and posted it, and uh, you know, I got 30, 40 likes, but I got you know, five physicians message me, connect with me, one physician that I followed, engaged with his content, asked if they could refer me to them, and she had already signed, and she had already gone to the website for my company and submitted the form to sign up as a client because I talked about testosterone on MCT oil, not just GLP1s, this is another post. Oh wow, and like inputted
Small Audience, Clear Offers
SPEAKER_01her all her personal licensure, information, credit card to be set up as a clinic. You know how hard that is to do that on a regular basis when you're making sales calls? It's about this hard as it gets. This was just from me posting one post. So, you know, we talked to different people about this, you know, top of the funnel um, you know, content creation being that authority in this niche environment as LinkedIn and writing about you know your unique perspective. People and you know, I write in a little bit of an edgy way that that I do it on purpose because I do have strong opinions. It does get engagement, but it also creates you know authoritative um perspectives that people are like, okay, well, he's really whether I agree with it or not, he's really invested in the topic and wants to hear, you know, wants to put his thoughts out there. Not a lot of a lot of people are afraid to do that. If he's doing that, then I want to hear what else he has to say on the topic, and he's probably a useful asset that I should work with. And you know, that's a couple posts in the last three days. So and the people that just we talked to on top of the funnel and how you know going out in you know, traditional sales is is broken, and you need to incorporate this, they just have no sometimes it just goes straight over their head. I'm like, it's not that hard. We just need to show you how it works, and you'll see how it works.
SPEAKER_00Yeah. There's a distinct reason why they're what they call quote unquote social selling is you know, it's exploding. There's agencies that are now dedicated to social selling, which two years ago or three years ago, yeah, there were some doing. I mean, I think in the SaaS world they were doing it, but now it's I mean, you gotta learn how to do it. It's it's if you don't, you're gonna get left behind, and that's what's happening.
SPEAKER_01Yeah, and it's it definitely takes practice. Takes practice because coming out of your shell, it takes maybe putting yourself out there in a way that you've never had to before. And you know, the the referral example that I use, I had invested, you know, heavily into that person that referred to me's content because I do appreciate his content. So that was a little bit more of a you know loaded situation, but that you know, take that out of it. I still had five other physicians connect with me and message me and say, hey, I just wanted to reach out and connect with you. Like that doesn't happen on the regular.
SPEAKER_00No, gosh, no. Can you imagine making sales calls and back in the day trudging around to office after office after office and trying to get that kind of engagement? I mean, can you imagine the amount of time and effort and what it would take?
SPEAKER_01It's yeah, these physicians aren't stupid. They know this is where it's going. The ones that get it know where it's going. They understand that the you know, the system is squeezing them, the institutions are squeezing them, they have more talent and they're worth more to the system than you know what they're paid for, and they want to go out and craft their voice and shape it, and they need to,
Popularity Vs Profitability
SPEAKER_01you know, align themselves with people that are you know pushing the limits in healthcare and giving their opinions. And that's just our bubble, right? There's many other industries that you could do this in, or many other verticals of medicine. You know, I live heavily in the you know functional medicine world, especially, but you know, there's tons of uh of course there's a huge you know, ortho and regenerative medicine.
SPEAKER_00Well, you were talking to, I know without saying a name, you were talking to a neurosurgeon that's looking to craft their voice in the space. And, you know, it obviously being a neurosurgeon, I obviously they're doing quite well in what they're doing, but what what was some of their reasoning for wanting to talk to uh we're we're gonna help them do help him do that.
SPEAKER_01Yeah, I'm glad you asked. You have reached out the other day again, just being like, hey, just wanted to check in, you know, still very interested, just you know, mapping out the rest of what I I'm thinking about doing. And you know, I'm bringing this up. This is not the only messages that I get, you know. Yeah, I have many examples of it, and you do too, right? Of you know, physicians or thought leaders or that are in in bloom and trying to understand how to get going and just reach out because like, man, how did you decide that you wanted to go down this route and start sharing, right? And that conversation started the you know uh because patients are asking, that his patients are asking for continuity of care because it doesn't exist in his you know vertical of of surgery that they get left behind. Yeah, right. The system just treats them and then there's no post-operative uh treatment plan, and he's one of the most talented in his field, and his patients are saying, you know, why don't you just offer a whole experience? Because we need it, you want to do it, and you know the system's squeezing you. And that's you know, that
Authentic Video Beats Algorithm Hacks
SPEAKER_01was the impetus to him reaching out.
SPEAKER_00That's fantastic. I mean, we you know, there are physicians that we work with that are trying to do that every day, shaping their voice. And you know, and it's and if you're listening to this right now, you're one of the billions that are listening right now, uh, and you're in the medical device and you're an executive or you're you know, an entrepreneur and a startup or a founder, it's like you know, where you want to be is not, you know, trying to make multiple phone calls to people. You want to be sharing what you who you are, what you do, and the value that you can bring. Um, you need to be out there. And it's it's um it's it's it's amazing to me. I think 2026 is gonna be in very interesting and a great year in the respect that I think a lot of a lot of clients that we talk to and people that we know and are are have used agencies, and these agencies are telling them all about look how many views I can get you, and I can get you hundreds of thousands of views, and it's not about that anymore. And I think the ones that are figuring it out that hey, uh, you know, I only need out of my 92 views, like six people to talk to about this, you know, that's that's what it's all about. So I I it's it's um I think there's gonna be a dramatic shift.
Physicians Finding Their Voice
SPEAKER_00We talk about all the time. AI is flooding the waves with just crap, really, is what it is. And and so if you want to be genuine, and obviously you do, you know, your thought leadership, and and you know, I said it, I guess I did a video last week about it. Like you just want to share two minutes uh a a week of a video of you sharing value is gonna go so much farther than uh let me throw on Facebook an ad, in my opinion.
SPEAKER_01Yeah, he nailed it. You don't need 10,000 followers, you need 10 people who trust you enough to take action.
SPEAKER_00Yeah, well said.
SPEAKER_01So, and you know, we're a couple weeks out to the end of the year 2025, and LinkedIn is more saturated than ever. Everybody sounds the same, but no one's getting remembered. And there's definitely, you know, controversial niche takes like within your world that want to that you want to share, and that's what people want to hear. They want to know what you have to say and you know what your perspective and how potentially it could help your your clients or your audience that you want to serve, right? And you know, the paradox is really the more content creation than ever is occurring, but less actual connection. So, how do you find that ability to create content and connect authentically? And that's really just about finding your unique voice and using AI as a tool, but not the whole tool. And we talked a little bit about that last episode, and that's super important. Um, it's just you know, it's crazy just looking at the social media line right now, and you know, we talk about it, but it's it really comes down to if you're not building that trust proactively, someone else is defining you by default, and do you really want that?
SPEAKER_00What a profound
Practical Content Ideas In Healthcare
SPEAKER_00statement, yeah. If you're not doing it proactively, yeah, yeah, 100%. And that's the way it always used to happen in the in the past. Now you gotta know now you have an opportunity to change that trajectory pretty quick. And you know, in the past it would be word of mouth referral, or I had to, you know, go to a magazine or a newspaper, and they would print a story about me that was usually kind of made up, and you know, now man, you have all the avenues to create a genuine thought process or your thought process and be genuine in this in the in the process of doing it, which is pretty cool.
SPEAKER_01Yeah, and you know, if you post these engagement trap pictures or posts or whatever, you know the algorithm rewards that, of course. And it's good from time to time. It helps us, you know, with the dopamine kick. Who's gonna lie about that? Yeah, your audience validates you in that situation, but that validation doesn't pay for your mortgage. And what does is talking to your ideal audience really specifically and connecting genuinely. And you don't want to confuse popularity with profitability because one feels good and one pays the bills. Yeah. And um, you know, if your you know engagement rate is you know eight to ten percent, but your conversion is zero, which one really matters? So conversion pays the bills.
SPEAKER_00Yep. Yeah, and I think that when you look at what's happening right now, and I hear it all the time from people like, yeah, I just I don't even look at that stuff anymore because it's just so much stuff that doesn't interest me. And that's what the algorithm and these companies are trying to figure out right now. And you know, there's all this the AI bubble is bursting, and you know, all that kind of stuff. So what an opportunity. I mean, you're gonna have right now the opportunity where you can take this and do a video and share what you're doing today and why you're doing it. And if you're a physician, you know, and you can you know share a story about about a patient and you can be walking through the halls of your office or you're walking through the the hospital. And I know a lot of you are going, oh, I don't want to do that, I don't want to do that. Let me tell you, that's really powerful stuff. Um, you know, and and if you're a founder or an entrepreneur in the healthcare space and you're walking together with a surgeon and you pull out a phone and say, Hey, would you mind? Let's let's have a discussion about what just happened. That's a really powerful video that people want to watch.
SPEAKER_01Yeah, and it takes two seconds. Yep. But yeah, well, hard pit hard
Content Crib 6.0 Preview
SPEAKER_01pivot. I want to go and talk a little bit about Content Crib and what we got coming up in March. I have a lot of people on the hook that haven't you know booked their actually had two conversations today already with new potential new attendees. And if you had a little bit of uh you know morsel you wanted to share what we're looking at for for what we're gonna be doing during Content Crib 6.0.
SPEAKER_00Yeah, 6.0 is gonna be awesome. Um it's really gonna focus on and I kind of peel back the curtain here a little bit, but we're gonna um team people up with individuals we think that really could help. You know, we're gonna we're gonna analyze who exactly is in the room. And then we may switch it all around once we get there, but no. We're gonna we're gonna take people in the room, create some teams. We're gonna really focus on how you can create thought leadership, how you can share your message. Uh, we're gonna talk a lot about video. We're gonna work on a lot of things, video, talk about what can really work and accentuate what you want to say. Uh, it's gonna be action-packed. This one is gonna be it's gonna focus heavily on our premise of one plus one equals three, that this community can really help each other grow, build, uh, laugh, have fun, all of the above. And it's just uh that's really what has happened with Content Crib. You know, we started this off as in a uh in a mansion in uh Las Vegas in the middle of nowhere, you know, talking about, hey, this is how you use the phone and this is how you do the, you know, like all the and it's gone from that to just a really cool group of individuals getting together and trying to help each other. And it's uh it's a really cool community. So you'll see a lot more come out about one plus one equals three because that's It's just um it's it's something that's come, it's a byproduct of this community that's that's super cool. So that's that's gonna be the plan of uh content crib 6.0. I will tell you, uh we we've got a few spots left. Um we always pull back, you know, a few just for people newer um or new registrants or people want
Community, Collaboration, And Results
SPEAKER_00to come. So get in touch with myself, Chris, uh Matthew Ray Scott, if you'd like to come. Um we have uh a few spots left and we're holding them for you guys.
SPEAKER_01Yeah, I I can't wait for this one. You know, it's man, what a great time October was. That was out of all the ones that I've been to, that was just transformative. It was insane, and people really came away from that with a lot to to run with. And I'm seeing it, you know, the LinkedIn feeds, I'm seeing it in the DMs and text messages and and different businesses that are you know popping up and networking. It's just crazy. And it's just the new way. If you want to get ahead in in 2026 and get you know, set a foundation with all that's happening and craziness in the world, this is where to do it. Yep. Because it's not getting any easier out there for any of us. And um, you know, all rowing in the same boat together is is a powerful thing, especially in this healthcare space. We're all trying to make sure at the end of the day that the end user, the patient, benefits from our work, and then we're able to put you know food on the table for our family. So we all believe, you know, in that and the work that we do, and it's uh it's powerful to be a part of.
SPEAKER_00So yeah, and I do I did want to just do a shout out here. I don't think we've ever done a podcast shout out, shout-out. So this will be a first. Uh, but Dr. Adrienne Towson opened up her new office. Uh oh yeah, congratulations. One of our content crib alum. Go check out if you're listening on LinkedIn, go check out what she's doing. It's super cool. Um, and she's documenting and chronicling her journey, which is even better. And um, she shares a lot of great information,
Shoutout: The Towson Clinic Launch
SPEAKER_00and she's opened up her brand new office in the uh Philadelphia area. And yeah, the Towson Clinic. The Towson Clinic, correct. Yeah, and so that's super cool. And I yeah, maybe we'll have her come on sometime and and and uh share her story. But uh I uh it's it's it's awesome that she's kind of giving us a blow by blow of how it's all going from the office being just a space to now it's open and she's seeing patients.
SPEAKER_01Yeah, Westchester PA. Uh if you're in the area and you're looking for longevity, you know, midlife optimization, peak performance at any age, really, not just midlife, you know, that's what she's doing. Hormone optimization, peptide therapy, all of the above. And uh yeah, you know, I'm working with her, it's it's super exciting. It's uh it's it's gonna be good. There's just not enough physicians that are out there at the moment dialed in on you know patient outcomes, and we need more, and I'm I'm glad she took the leap into this.
SPEAKER_00So yeah, absolutely.
SPEAKER_01And uh in terms of functional medicine is what I'm saying.
SPEAKER_00Yeah, yeah. And her office looks beautiful.
SPEAKER_01We'll have to take a field trip.
SPEAKER_00Yeah, there you go. Maybe that will we'll we'll we'll go in the summertime though.
SPEAKER_01So yeah, exactly.
SPEAKER_00Um
Wrap And Holiday Signoff
SPEAKER_00well, on that note that's a wrap. That's a wrap. And uh I know I'll be talking to you before this, but Merry Christmas, everybody. You'll be watching or hearing this in 2026, but uh happy holidays. All right. See ya. See ya.