Episode 26

Streamlining Content Creation: Aaron Witnish's 3-Step System for Marketing Efficiency

🚀 Aaron shares his 3-step system to create original video and content in just 30 days, spending only 90 minutes a month.

🎯 Stop overthinking, start creating! Tune in to learn how to maximize your content game! 🌟

Timestamps:

00:00 Digital coffee marketing brew: content and tips.

06:34 Authentic content through conversational process and repurposing.

09:29 Opus clips for content clips, rev.com for transcription.

12:55 Create tailored content for different platforms strategically.

17:02 Trial tools before paying, stats can discourage.

17:53 Focus on 1 or 2 people, not stats.

22:42 Monthly cycle of refreshing, updating, borrowing success.

26:25 Podcasting provides enduring human connection amid technology.

28:04 Platforms evolve, creators must adapt for success.

30:31 Find content creation system for free at contentonly.au.

💬 Want to get involved? Leave us a comment, give us a 'like,' and follow us for more insights. Join our Locals for lively discussions, and if you've got questions, email us at bdeister@digitalcafe.media!

👕 Check out our mech: www.digitalcafe.store

🌟 Review the Podcast if you loved this episode and share it with fellow marketers who could benefit from a treasure trove of podcasting wisdom. Tune in to "Digital Coffee: Marketing Brew" and let's brew up some success together!

Transcript
Brett Deister:

Mm, that's good.

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And welcome to a new episode of

Digital Coffee Marketing Brew,

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and I'm your host, Brett Deister.

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And this week we're gonna be

talking about content marketing.

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Everything that marketers and

PR pros need to know to help.

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Bring awareness, help sell products.

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Just about everything you can think

of needs to have content, even

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though word of mouth is still king.

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Content's basically below it.

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Basically it's the best way of saying it.

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But this week I have Aaron with me and

he has a three step system to create in

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30 days, just original video and content

and just last 90 minutes a month, which

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is actually good 'cause I spend hours

and hours dreading what am I gonna do?

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Next, but he has created to just about

15,000 personal followers across LinkedIn,

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Facebook, Instagram, and YouTube.

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And he's been, he's hosted on his own

podcast producing 60 episodes plus.

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But

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Aaron Witnish: welcome to the show, Aaron.

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Brett, it's awesome to be

here and connecting across

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different parts of the world.

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Brett Deister: Yes, you

are way across the pond.

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And way like the other side of

the world, Australia, right?

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Is that right?

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Or is it New Zealand?

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Aaron Witnish: That's right.

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So I always joke that we're in the

future when I'm talking to someone

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that's open states or Canada.

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So there you go.

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Brett Deister: It's true.

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Don't spoil it for me.

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I kinda wanna be surprised what

happens Anyways, the first question

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is, all my guests is, are you a

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Coffee or a tea drinker?

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Aaron Witnish: I thought it would

be irresponsible to show up to

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the show without some coffee.

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And in Melbourne, the part of Australia

where I'm from, we're notorious

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nationally for being coffee snobs.

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So I'm coffee through and I start the

first five minutes of my day with coffee.

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It's my number one ritual.

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Brett Deister: Nice.

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And I gave a brief

overview of your expertise.

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Can

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Aaron Witnish: you give us a

little bit more about what you do?

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So we have an agency that

both my wife and I own.

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It's a content marketing agency

and we've got a system I.

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That helps businesses, brands, creators,

create 30 days of video and written

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content that's authentic, original, and

on-brand in just 90 minutes a month.

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We call it an extraction model,

and it's been developed over,

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been in the marketing game for a

long time, and just finding the.

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Path of least resistance for people to

be able to create consistent content

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every month without all the moving

parts, without coming up with all the

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new ideas themselves, and without the

time commitment that it takes most

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people to create consistent content.

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Brett Deister: Got you.

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So let's get into it.

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Just like what specifically is this three

step program and how easy is it as well?

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'cause I think people just

don't want it to be so

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Aaron Witnish: hard.

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Exactly.

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So I think the first part is

where a lot of people find it

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challenging is the content ideas.

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And it takes longer to explain

how to find the ideas than it

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takes to actually get the ideas.

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So there's free strategies.

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I.

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That will give you

content ideas on demand.

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For example, if you just go to the

Google or YouTube search engine,

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you type in weight loss, it's

gonna give you suggested searches.

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They're content ideas that have been

recommended to you by the platform.

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If you type in weight loss tips, it's

gonna give you another lot of suggested

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searches, and you can keep doing

that and go, okay, which one of those

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suggested searches can I add value to?

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So that's.

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The fast freeway to do it.

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Then there's some tools, and the one

that we are bullish on is called Vid iq.

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And what that does is not only just

give you the ideas, but it tells you how

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many people are searching for it, what's

the competition for that particular

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search, and give you hundreds of results.

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So if you type in content marketing,

for example, into Bid iq, it's probably

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gonna gimme three, 400 results.

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I can go to the questions tab, see

what questions people are searching

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for, and then just handpick the.

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Content ideas from that list that

I feel like I can add value to and

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I'm ready to go and no more problems

coming up with new content ideas.

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So that's step number one in the process.

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Brett Deister: Got you.

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And then, the next question,

could you also use answer the

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public as another actual good one?

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Have you ever heard of that one

where it gives you a bigger rundown

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than the actual Google search?

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Aaron Witnish: Absolutely.

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There's a lot of tools and Google

Trends is another example if you wanna

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find trending topics in your niche.

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So there's probably 20 or 30

different tools where you can

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get content ideas on demand.

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But absolutely, that's another great

resource if people wanna get fast

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ideas for their content strategy.

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Brett Deister: And we have

to ask the elephant a room,

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but can you actually use ai?

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Because you cannot talk about AI

For the past two years it seems

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like everything's been about ai.

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So ha has your step, 'cause it it

seems like it, with Vid iq, has it

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morphed with AI tools as well, just

to get a little bit more, maybe

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more specific on your searches too.

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Aaron Witnish: Any tools like that

generally have AI built into them.

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That's how they're pulling

all the data and information.

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But you've also got chat, GPT there

where you can go, Hey, can I have a

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hundred content ideas for X, Y, Z topic?

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And it'll spit them out for you.

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So we've got so many quick ways when

you're feeling stuck or overwhelmed or

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I don't know what I'm gonna talk about

today, just to get some inspiration

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ideas quickly and then handpick

the ones that you feel resonate

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and a good fit for your audience.

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Brett Deister: And then what if they

do step one, but they're like, I

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really don't like these content ideas.

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What's the next step back?

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'cause it feels like, it's yeah,

we have all these content ideas.

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Yeah.

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I really don't want to

do these content ideas.

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Aaron Witnish: I, yeah, it's a good one.

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Because sometimes you're

like, they're not.

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Of any value to my audience

or I don't have an answer

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to that particular question.

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So we're big on having a hybrid approach.

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So the way step two works, and I'll

lean into that 'cause that'll help

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explain is the recording process.

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So you've got your list of your

content ideas from your research

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step, but then you also have a

story component where you share.

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A story from the last week, or it

could be any stage of your life.

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And you also have a freestyle

section where you just talk.

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So the way it works is you've got

someone else, just like we're doing

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right now on a recording platform.

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It could be Google Meet, it

could be Zoom, it could be teams.

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And the way that you get authentic

original content that doesn't feel

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scripted, it's not weird or forced,

is through the conversation process.

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So the person on the other side is

just asking you the questions, tell

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me a story about something that

happened with a client last week,

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and you get great content from things

that have happened in real time.

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You could have, yeah, a story

that happened from your week

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driving to work or in the gym.

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So you're getting a nice

spread of personalized content.

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And then you can start leaning into

some of the questions that are on

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that list, and you might say, pass,

I don't have an answer for that.

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Or, you know what, here's a tip for that,

or, here's how you solve this problem.

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And just through the conversation

process, it naturally comes out.

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And what you do.

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At the end is this recording of the

conversation and that's where you lean

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into step three, which is the repurposing

process in the extraction model.

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So

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Brett Deister: what's re at step two?

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But you talk about video content, a lot

of people are really shying away from

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video just because there is a lot of time.

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Commitments for this also, you gotta

understand lighting, you gotta understand

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background lighting, and you have to

have good audio because you can have

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okay, video, but if the audio is blown

out, people will not listen to you.

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So what do you say to those people

that are like, oh, that's a lot

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of that's a lot of set up to do.

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What do you say to those people

about just creating video content?

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Aaron Witnish: We just say

iPhone, so whatever, whoever's.

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Doing, answering the questions.

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Set up your iPhone in portrait, so

it's in that vertical setting that'll

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get really good video quality.

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Make sure you're in a room or a space

where you're happy with the lighting.

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And number two, a very

simple lapel microphone.

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You can get on Amazon for 50 bucks.

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That'll get your sound in check.

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One that's Bluetooth, so you

just clip it onto your shirt,

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talking into your smartphone.

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That tends to deliver a very high

quality video, very high sound quality.

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And if you choose a room where the.

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The natural lighting's

reasonably flattering for you.

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You'll tend to tick those boxes

without going over the top with setup

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and costs and all those moving parts.

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Brett Deister: And the editing part, it,

is it easier to edit shorts because, the

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editing part does help you go viral or

get more people to actually watch you

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because if you're rambling too much,

people go, you're rambling too much.

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I don't like this.

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And then nobody listens to you.

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Aaron Witnish: Exactly.

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So the repurposing step is the

editing part, and there's many

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different ways you can go about it.

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One is you have an editor, so you can

go to a platform like Upwork and you

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can find someone in another country.

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They can edit really high quality,

really efficiently inside your budget,

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which you can set on that platform,

and they can go through and cut the

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clips, or we say mining for the gold.

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So the 20, 40, 60 second grabs that

are articulate, they're nice, they're

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edgy, so you've got the great content.

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And then of course, put the

captions and the branding and all

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that on it so it's engaging and

it holds the viewer's attention.

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There's an AI tool that's called Opus

Clip, or Opus Pro, I think is the URL.

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You can run the.

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Content or the recording through that

tool, and it'll spit out dozens of clips.

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It picks it.

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Intuitively so you don't have creative

discretion over what it chooses.

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But for someone that's on a budget

that's just starting out, that can

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be a really efficient place to get

going and leveraging the AI tool.

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And then for the written

content, we use rev.com.

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So you just give them the

video, it will transcribe.

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The video for you, and then you can

just repurpose it into post by taking

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the little bits of gold nuggets so

that in the end, again, you can get

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someone like a VA on Upwork to do that.

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You could handball it to chat GPT

and see how it goes but you'd have to

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prompt it really well to get exactly

what you want outta that process.

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Brett Deister: How about the reverse?

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Let's say someone's a writer but doesn't

really like to do video or video editing.

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Could they do the reverse with ai?

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I'm not sure if it's quite up to

snuff yet, but did the reverse

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happen for that one yet or are

we still way far away from that?

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Aaron Witnish: What I would say is

if you don't like being on video,

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still do the voice recording.

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But don't use the video.

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So just talking to a microphone for

20, 30 minutes, send the transcription

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off to a tool like rev.com and then

you've sped up the process and you

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don't have to sit there typing out.

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All those ideas, which could take

a long time, you've just leveraged

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speaking, which is generally

much faster for most people.

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Plus getting that natural flow of

conversation drawn out from within,

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which is generally pretty authentic.

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And then you're letting the tools help

speed up the process so you're not sitting

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there with writers block and churning

out hours and hours on the keyboard.

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Brett Deister: And I mean for those

marketing PR pros that work for a

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company, since January is the month

of layoffs and we've seen a bunch of

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layoffs, how do they convince them to use

a budget, even if it's a small budget?

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It seems like a lot of bosses are

like, is this gonna be worth it?

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How can they like convince their bosses

to give a small amount of budget and be

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like hey, we just want to experiment this.

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We can just give this much

a way to actually do it.

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How do

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Aaron Witnish: you convince them to do it?

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I think you've always got to

keep in mind what the business

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wants and speak to that need.

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So a lot of people are just

like, I need this budget.

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But if you can articulate to your boss,

to your employer and go, Hey, this is how

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it's gonna benefit the business long term,

it gives us a competitive advan advantage.

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It introduces the humans behind

the brand, which would help.

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With conversion it gives us more search

engine real estate and to show up in

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places where our target audience are.

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When you talk about the benefits that

it'll give to the business rather than,

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Hey, I need this money over here, it makes

a lot more sense to a business owner.

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So you've always gotta step

back and go, I was the business

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owner, what would pitch it to me?

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And put yourself in their shoes.

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And that's usually the way that you

can get a business owner across the

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line with getting some budget for it.

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Brett Deister: And would it really

depend on the demographics too?

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Because for example, not a lot of older

people, they're slowly good on the

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TikTok, but not of 'em are on TikTok.

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So a lot of 'em wouldn't

actually watch shorts.

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They may have to do a square format

for you could do short format on

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LinkedIn, but they usually like Square.

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But it depend on that and.

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Is that the frame?

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You should do it for business owners

like, Hey, look, we're a B2B company.

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Let's do 15 minute videos on

LinkedIn, and then we could probably

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get something out of that too.

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Aaron Witnish: Yeah, so my

role is always primary platform

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and then a secondary platform.

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So whatever your primary

platform is, that's.

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It's the style of video you'll

create that suits that platform.

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The secondary platform I always encourage

people to have is YouTube just because

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of that search component and the fact

that it's a 24 7 evergreen search engine.

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So if you're in B2B space and

your clients are business owners,

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and of course LinkedIn's, you

go to, if you're a visually.

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Aesthetic brand and it's

for the younger generations.

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And you might be looking at

your tiktoks and your Instagram.

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So you have your place that you curate

deliberate content for and the style

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that suits that platform, and then

have that secondary one as a backup

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that'll help with search engine and

people that are actively looking for

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solutions to problems through search.

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Brett Deister: And then for 2024,

I mean we've seen Google go from.

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Feed Burner to Google Podcast.

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Back to YouTube music.

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So what do you say to the YouTubers

that, the podcasters that always

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have to switch between all that

stuff for like video and stuff?

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Because I'm splitting mine up.

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Let's, I'm splitting mine up into, I.

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A podcast video and then a podcast

for audio, so I get both of 'em.

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Is that like something they should

do for their strategy wise, for

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the YouTube music algorithm?

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Because you have two different

formats and most podcast hosting

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sites don't do video format.

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They just do

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Aaron Witnish: audio.

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I'm very bullish on doing the

video component, particularly for

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podcasters because it just gives

you that extra asset I think.

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Putting yourself in a container where

you only do one format, it can be a

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way to easily get started, and that's

great if it just gets you going.

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But I think once you're established

and you've gotta show up and running.

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You're leaving a lot on the

table by omitting video.

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I think it gives you such a, an

important reach being on a platform

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like YouTube where you have that face

and that voice and you hit all the

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senses by someone being able to see you.

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And plus it also protects

that content in another place.

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So it's almost backed up in,

in another platform for you.

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So if something happened with

another platform, you've always got.

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Being up your sleeve, that the

episodes are still there and live

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where people can get access to it.

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Brett Deister: And do

you agree with the stats?

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I read stats recently that said that

in the morning and afternoon-ish,

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they only listened to audio.

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But at nighttime that's when they

actually evening time, that's when

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they actually watched the video.

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Do you agree with this stat?

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This was last year, but still it's pretty

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Aaron Witnish: relevant.

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Absolutely.

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There's a lot of common

sense in that you look at.

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The average person's day during the

day, most people are probably in a job

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or working, so they can't be sitting

there watching videos, but they could do

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their work, and they could be listening

to a podcast, listening to music.

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In the evening, they're home,

they're relaxed, they're on their

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couch, they're in their bed.

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That's when they got the freedom to

scroll, which is why nearly every case

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that we've looked at an audience, the

best time to post videos is usually in the

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evening, between seven and 9:00 PM to be.

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On there when their target

audience is utilizing the platform.

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Brett Deister: And is this just

for just the regular format or

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does this go for shorts as well?

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Aaron Witnish: Absolutely.

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Shorts, the best performance time

that I've seen is 4:45 PM and

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that's in any local area, so when

people are finishing up for the day,

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so they might be commuting back.

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Anytime we post content there, we tend

to get a little lift in performance.

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Did iq, which gives me my feedback,

tells me to post at:

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anytime I've throat toast at 4:45 PM

just before people wind up for the day.

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That's when I see the best performance.

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So that's just my own personal data.

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I'm sure there's conflicting information

out there, but I'll share it from what

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I see with the content that we put out.

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And 4:45 PM seems to be the

golden time for YouTube for us.

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Brett Deister: Then, I mean for the

actual like data, should they do VIQ?

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Should they do tube, buddy?

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I'm pretty sure there's a

plethora of other ones out there.

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And also, should they look at

the stats as well from YouTube?

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'cause YouTube is owned by Google

and they're all about stats.

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So should they look at all

three of these and should they

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invest a little bit into two?

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Two Buddy or an

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Aaron Witnish: iq?

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I think it depends a little bit

on where you're at in the journey.

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I think look at the tools and go,

which one do I like the data and

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the information that it gives me.

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A lot of them have trials so you can get

on there and do some groundwork and pull

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some data before you start paying for it,

and they're not usually that expensive.

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Like a few dollars, couple

of cups of coffee a month.

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So dive in and if you, for some reason

after 30 days you weren't liking what

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it was giving you back then you might.

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Okay, I don't need to keep

paying for this subscription.

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But in terms of the stats, I think

worrying about them early in the

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journey is a big mistake because

you're gonna get very discouraged

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if you do 10 pieces of content.

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For example, one of them's gonna be

your best piece, one of them's gonna

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be your worst piece out of those 10.

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And if you are looking at the views.

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The likes and the engagement

when you don't have an audience.

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I think that's a big reason

why so many people quit and

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go, it's just not worth it.

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But I, in the back of my mind, the

mindset I have is at any point in

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time, I'm just looking for those one

or two people that needed to hear this

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:

message, and that's all I'm thinking

about with each piece of content.

362

:

I'm not worried about a thousand

people that I don't know.

363

:

It's who's the one or two

people that have I put this out?

364

:

If they're gonna receive value

from getting this message.

365

:

And that mindset helps me not look at

the stats and get discouraged early on.

366

:

And then naturally when you get

bigger, you get an audience.

367

:

The stats start to matter more

'cause you get the feedback,

368

:

okay, what worked really well?

369

:

What didn't work?

370

:

What do we need to spend more

time talking about in our content?

371

:

What do we post?

372

:

It gets the best results and you can

start doubling down on what works and

373

:

start eliminating what doesn't works in

the future once you've got consistent

374

:

with showing up and doing the content.

375

:

Brett Deister: And so when should you

start really caring about the stats?

376

:

You said just don't really

pay attention to it too much.

377

:

I'm pretty sure we're all gonna look

at and like see where things are, but

378

:

when should you start actually caring

about it or start caring about it more?

379

:

'cause I think we all care

about it a little bit.

380

:

Aaron Witnish: Of course you're

not gonna not see it there.

381

:

I think it's just that mindset.

382

:

Okay, I'm just gonna build the

habit and the muscle first.

383

:

It's like you go for your first run

and you haven't run for two years,

384

:

you're gonna not get very far.

385

:

It's gonna suck.

386

:

It's gonna be sweaty, it's gonna

hurt, and you're gonna want to quit.

387

:

Content's a bit the same, but then you go

for another run in a month down the track.

388

:

You're feeling a bit.

389

:

Fresh air, you're going a bit further.

390

:

So the quality and the results

improve as you go along.

391

:

So for me personally, I look at

building the habit first and foremost,

392

:

and I'd usually give that 12 months.

393

:

So I go, I just want to get consistent.

394

:

So every week I know what

my output looks like.

395

:

Once I'm at 12 months, I've got

the habit, so I don't need to worry

396

:

about showing up and doing the work.

397

:

I know that's there.

398

:

So now.

399

:

I'm gonna start taking the stats more

seriously because I know I'm gonna

400

:

keep showing up and that's when I'll

start to use the data to tweak the

401

:

approach that I'm using with the

content and to focus on some more

402

:

specific areas and move away from some

ones that weren't working very well.

403

:

Brett Deister: Let's say people just

starting out this editing thing,

404

:

is there any like specific tool

editing software you recommend?

405

:

Like maybe Audacity is a free

software they can actually

406

:

use, like Cap Cut is also free.

407

:

Should they look at more of the free ones?

408

:

Since, limited budgets are everything,

should they focus more on the gear side

409

:

of it first and then the editing process?

410

:

What do you think about?

411

:

Aaron Witnish: I think efficiency

is really helpful and then I.

412

:

Budgeting's a personal thing.

413

:

If you've got budget there, I'm always

a big advocate of stay in your lane of

414

:

genius as a creator, which is the content,

and if you can get some tools or some

415

:

resources or external support to give

you your time back, then invest in that.

416

:

That's certainly the way I look at it now.

417

:

But if you're starting out, you don't

have a budget, then those free tools and

418

:

the ones you just mentioned are great.

419

:

And it also helps you loan those

tools which can actually help

420

:

you down the track, outsource

it to someone else and go, Hey,

421

:

here's how you can do this for me.

422

:

I'll pay you to do the editing on

the background work and that now

423

:

that I've got some budget there.

424

:

So I think if you're on a

budget, absolutely start with

425

:

the tools, learn as you go.

426

:

But if you do have.

427

:

Capital to work with or money

in the bank, protect your time

428

:

because you can put it into much

higher ROI generating activities.

429

:

Then you bring in more money and

naturally accelerate the path to your

430

:

goals and grow your business much sooner.

431

:

Brett Deister: Now, what do you

say, like new podcasters or new

432

:

marketers like doing audio editing?

433

:

Like for me, I could not listen to

myself and it was like a painful

434

:

thing to do, to listen to myself.

435

:

Like I was like I'm better now.

436

:

But it, but in the beginning,

like six months, I was like,

437

:

do I really have to do this?

438

:

Aaron Witnish: It's funny

because I'm exactly the same.

439

:

If I listen back to this, I'm

gonna be pulling apart every

440

:

piece of the conversation.

441

:

And if I watched it back and edit it, I'll

go over the top with editing because, oh,

442

:

I don't want that bit only that bit out.

443

:

So I had to bite the bullet personally.

444

:

And I've got Francois who's

edits my videos and he's great.

445

:

And I just.

446

:

Don't look at it, don't worry about it.

447

:

I just get it up.

448

:

And white gloves a bit.

449

:

If I don't touch it, don't look at it.

450

:

I'm not gonna start.

451

:

Getting emotionally attached to what

I've done and what I said, and then

452

:

I'll just let now with where I'm at the

data, give me the feedback on what's

453

:

happening and go, okay, that was good.

454

:

Or no one really responded to that.

455

:

So we probably should go

in a different direction.

456

:

Brett Deister: Now let's say you've done

the 30 days, you just go back around and

457

:

do it, do the loop over again and again.

458

:

And let's say the first

30 days didn't go so well.

459

:

How would, how could, would you

tell people how to change it

460

:

if something didn't go so well?

461

:

Would it be to do a better search?

462

:

Because even with.

463

:

ai, you have to have like really

good search queries or they won't

464

:

give you the best actual like

advice or best searches back.

465

:

Aaron Witnish: Yeah, so it's a cycle.

466

:

So you come back, so

you've always got fresh.

467

:

You might have some new stories

that have happened in the last

468

:

month that you can tell and share.

469

:

So you've got that fresh information.

470

:

Some new content ideas might be

trending, so you're always coming.

471

:

I.

472

:

You, you might have updated your

look and the way you are showing up

473

:

and what's happening in your world.

474

:

So that always means that you've got

fresh, original, authentic content.

475

:

You're always getting

better at your craft.

476

:

So you repeat that loop every 30 days,

and if you look back at the last 30 and

477

:

you go, not a lot happens, what I would

do is actually do a bit of modeling.

478

:

So I go into the platform

that you focus on.

479

:

I go, okay, if who's leading

in this space, who's a standout

480

:

creator or business brand,

depending on what you're utilizing.

481

:

Your content strategy for go,

okay, what are they doing?

482

:

What's unique about their content?

483

:

What style of content are they doing?

484

:

How are they delivering it?

485

:

When are they posting it?

486

:

What tags are they using?

487

:

You can borrow their success.

488

:

They've carved the path for you.

489

:

So I usually go do a little

bit of due diligence.

490

:

If something hasn't worked, go

well, what is working for other

491

:

people and can I borrow any of that

to maybe lift the performance of

492

:

my content in the next 30 days?

493

:

Brett Deister: Let's say like a

trend quickly changes and you're

494

:

in like the middle of your 30 days.

495

:

How can you like pivot on that one?

496

:

Is it, are you continually

searching for it?

497

:

Are you continually looking

at those Google alerts?

498

:

Should you do that?

499

:

Because trends change on a dime

sometimes you're like, oh, this is

500

:

good, and you're like, Nope, that's

not good anymore and that's not good.

501

:

Aaron Witnish: Yeah, though

the 30 days is your, what I

502

:

call your foundational content.

503

:

So that's just to ensure that

you've got your consistent

504

:

content for the month ahead.

505

:

But what you can do is have your

Google alerts, so when a hot

506

:

topic makes the headlines or is.

507

:

Coming up in your industry, you

can create content on the fly.

508

:

So that's where you can do additional

content that's super relevant at the

509

:

right time, rather than it being 30 days

later and now the bus has moved on and no

510

:

one's listening to that subject anymore.

511

:

So the 30 days is there for your

consistency and to make sure you

512

:

have content every month and then to.

513

:

Jump on trending relevant topics.

514

:

That's something that you do on

the fly as you go for additional

515

:

content throughout the month.

516

:

Brett Deister: And should you start off

with just one platform to get started

517

:

and then eventually go off to other ones?

518

:

Or should you just like shotgun

blast it out and hope one

519

:

Aaron Witnish: sticks?

520

:

I made a mistake in this.

521

:

I did the shotgun.

522

:

Approach.

523

:

I was trying to do all these platforms,

but it's really hard to engage, build

524

:

a community across multiple platforms.

525

:

Plus if you're repurposing the same

style of content, it's a little

526

:

bit different with each platform.

527

:

So I'm very bullish on

starting at Keep it simple.

528

:

Just go with your primary platform.

529

:

So which platform has

your target audience?

530

:

What style of content are

they most engaged with?

531

:

And usually it's a platform that you

enjoy and spend the most time on.

532

:

So the answer's often obvious.

533

:

Keep it simple there.

534

:

Once you've got.

535

:

About muscle going.

536

:

You can look at some secondary platforms,

but I'm a big fan on focusing on

537

:

one to get going and making it as

simple as possible and removing any

538

:

complexity that could be sitting there.

539

:

Brett Deister: What do you think

the future holds for your 30

540

:

days plus content marketing?

541

:

Because it's ever changing.

542

:

First it was YouTube.

543

:

But then it was TikTok.

544

:

Still now is TikTok.

545

:

Maybe it's the Metaverse.

546

:

I'm still not convinced

about the Metaverse.

547

:

Maybe it's ar.

548

:

We have the Apple Vision Pros

coming, I think in February.

549

:

I think they finally announced it.

550

:

CES.

551

:

Like where do you think all this

content is going and how can

552

:

podcasters, markers, and PR pros like.

553

:

Pivot all this stuff because a lot

of podcasters they're a one man team.

554

:

Like they have nobody else but themselves.

555

:

So how can they keep up

with all that's going on

556

:

Aaron Witnish: a theme?

557

:

One's paying attention just to

seeing how the marketplace moves.

558

:

I think podcasting is one of those places

where it'll always be there because

559

:

people love connecting with humans.

560

:

They love listening to someone

else, especially if they've got a

561

:

pre-existing relationship and you've

built up an audience over time.

562

:

People like that connection, so I

think they'll be relatively safe.

563

:

There's probably gonna be

increases in efficiency in

564

:

the way that you can produce.

565

:

And do things and enhance things.

566

:

So I think that's where the

technology comes in naturally.

567

:

Yeah, augmented reality and all

those things are going to come into

568

:

play, but I think generally speaking.

569

:

Platforms where there's human

connection are gonna be very strong.

570

:

Even more so when there's more

artificial content out there

571

:

because people want that connection.

572

:

They want to hear from other people.

573

:

Where a species that loves

that we're a herd animal.

574

:

So I think there's always

gonna be a place for that.

575

:

So I don't think we need

to get too worried yet.

576

:

Of course, people will love.

577

:

Playing around and exploring with

all the artificial synthetic content.

578

:

But I think there's always a place for

human content just 'cause we're humans.

579

:

Brett Deister: And what is

580

:

Aaron Witnish: your take on the Apple

581

:

Brett Deister: Podcasts?

582

:

New change where it's not, downloads

are way down for podcasters because

583

:

of the automatic downloads, not really

doing what they're doing anymore.

584

:

They've changed it and I've seen.

585

:

I think just recently today through

Pod News that a lot of them, a lot of

586

:

big podcasters in deals, they may not

actually hit their listener numbers.

587

:

So what do you say about that?

588

:

Because it could be good because we're

getting more realistic numbers, but it's

589

:

bad because it doesn't look so good.

590

:

Aaron Witnish: I think you always have

to accept that platforms are gonna

591

:

change based on their audience and users.

592

:

So to.

593

:

Think that it's always gonna be one

way and something's always gonna

594

:

work forever, is a little bit naive.

595

:

We've seen just about every platform

have to pivot and the ones that

596

:

don't fall behind very quickly.

597

:

So as a creator, I.

598

:

Look at it as, you've gotta be a

little bit, the word is intertemporal,

599

:

which is a big word, but it's like

you gotta be efficient now the way

600

:

it works now, but you also need to

understand and protect for the future.

601

:

So I think putting all your eggs in

one basket and saying, Hey, it's always

602

:

gonna be like this is a big risk.

603

:

And you have to accept that platforms

will evolve and prioritize based on there.

604

:

Users 'cause that's their customer base.

605

:

And you may have to adapt and get

flexible with the way that you do things

606

:

in order to keep up with those changes.

607

:

So I think change is inevitable and

we just have to accept it and we

608

:

have to keep evolving with it if

we wanna take advantage of how the

609

:

platforms treat the creators moving

610

:

Brett Deister: forward.

611

:

And it seems like having your own space,

not just relying on social or oops.

612

:

Or.

613

:

Basically social or any of the other

companies, like from podcasting

614

:

companies like Spotify and all that

may not be the best way either because

615

:

I realize is that podcasting for

podcasters, we're fighting against

616

:

our own podcasts and other platforms

to be number one on our own thing.

617

:

So is it good to actually have your own

actual podcast, website for your podcast

618

:

and everything else that doesn't rely

on other companies and their changes?

619

:

Aaron Witnish: You at the

mercy of any platform.

620

:

You've just got your

content on, aren't you?

621

:

So having your own website with

your own content is a really

622

:

good way to hedge against that.

623

:

For example, there've been people I've

known that have built major audiences

624

:

on their social media to have their

account banned and taken down, and

625

:

all of a sudden that asset's gone.

626

:

So that's the one reason why.

627

:

One, I'm bull and having a secondary

platform after your primary platform.

628

:

But number two, if you can house the

content yourself on a place like a

629

:

website, or at least have it back up and

stored somewhere, so you were taken off a

630

:

platform, you can get it somewhere else.

631

:

I think that's just responsible

and it just gives you options

632

:

and flexibility into the future.

633

:

When things inevitably do change,

I'm pretty sure people are gonna love

634

:

Brett Deister: this, but where

can they find you for more?

635

:

Maybe they're interested in more what

you do in your three step process.

636

:

Yeah.

637

:

Aaron Witnish: The best place

to go is content only au.

638

:

That's an Australian website we've

got, we give away the system for free

639

:

so anyone can download the 30 days in

90 minutes content creation system.

640

:

There's a video.

641

:

It takes you through all the steps,

and depending on where you're at in

642

:

your journey, it'll cater to that.

643

:

So that's the easiest place to

go further with the things that

644

:

we've been talking about today.

645

:

And we'll update that if the marketplace

and the tools and the technology

646

:

change so you won't be stuck with

a stagnant system that's outdated

647

:

in 12 months or 24 months as well.

648

:

Any final thoughts for our listeners?

649

:

I just think get on the

field is really important.

650

:

I think overthinking, content

creation, podcasting, whatever it

651

:

is you want to do is what pauses and

freezes a lot of people into inaction.

652

:

I think get started, get going, and be

okay with just getting better as you go.

653

:

So that's always my invitation.

654

:

Stop putting it off,

stop thinking about it.

655

:

Get on the field because being in

the grandstand, all you can do is.

656

:

Spectate, the people that

are playing on the field.

657

:

Oh, thank you

658

:

Brett Deister: Aaron, for joining

Digital Coffee Marketing Brew,

659

:

and sharing your knowledge on

content marketing and podcasting.

660

:

Aaron Witnish: It's been great, Fred.

661

:

I really appreciated having

this conversation with you.

662

:

Brett Deister: Yes, and thank

you as always for listening.

663

:

Please subscribe to this podcast and

all your favorite podcasting apps.

664

:

Think Five Star Review really does.

665

:

Help, and joining me next week

is captain, the great thought

666

:

leader in the PR marketing space.

667

:

All right, guys, stay safe.

668

:

Get to understanding

that three step process.

669

:

Get to making that content and see you.

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