Let’s Talk Content Creation Keynote Pt.1 Ep 402

Summary Notes


In a dynamic keynote at Grow with Video Live, Alex Hormozi shares his insights on content creation and brand building, detailing his journey from using paid ads to organically growing a million-plus following in six months. Alex emphasizes the importance of having a strong brand and providing evidence to back up expertise, suggesting that this is what truly resonates with audiences. He outlines his content strategy, which includes testing ideas on Twitter, recording content that resonates, and injecting calls to action to direct traffic. Alex also highlights the significance of contextualizing content for different platforms and the power of increasing content volume. He candidly admits that while operational tactics are crucial, the heart and soul behind the message are what make content impactful, teasing a deeper exploration of this concept in the second part of his series.

Summary Notes

Introduction to the Podcast

  • Mozi is excited about the podcast episode.
  • This talk was given at Grow with Video Live and is a favorite of Mozi.
  • The presentation is custom-made and focuses on content and brand.
  • Tactics for growing an active audience of over a million people in six months are discussed.
  • The second half of the talk is emphasized as the core of brand building.
  • Common mistakes by aspiring entrepreneurs and content creators are highlighted.
  • This episode is part one of a two-part series.

"This is one of my favorite talks, if not my favorite talk, that I was able to give this year. I was fortunate to give at grow with video live. This was my keynote."

Explanation: Mozi expresses enthusiasm for the keynote presentation given at Grow with Video Live, which is a highlight of their year.

Speaker C's Approach to the Presentation

  • Sean is introduced as having given a memorable presentation.
  • The presentation could be the worst, best, or somewhere in between.
  • Speaker C admits to not being an expert in the topic they are discussing.
  • A million-plus organic following was built in the last six months.
  • Speaker C has previously built companies using paid ads, affiliates, cold outbound teams, or referrals.
  • This is their first experience building an organic brand.
  • The presentation is broken into three sections: the rationale behind building an organic following, the tactics used, and observations made.
  • Speaker C emphasizes that their advice should be taken with caution as it may not work for everyone.

"So my promise to you is that this will be the worst presentation you have ever heard, the best presentation you have ever heard, or somewhere in between."

Explanation: Speaker C humorously sets expectations for the presentation, acknowledging the possibility of varied outcomes.

Speaker C's Business Background and Transition to Content Creation

  • Speaker C shares a quick backstory of their business career.
  • They started with a hands-on sales model for gym turnarounds.
  • Transitioned to a licensing business model with Gym Launch.
  • Grew multiple businesses to multi-million monthly revenues and successfully sold them.
  • Acquisition.com is their current business, focusing on scaling Internet businesses.
  • Speaker C began creating video content with three goals: attract certain Internet business owners, help smaller businesses grow, and document best practices in building companies.
  • The content creation ironically led to achieving the first goal of attracting businesses doing $3 million or more.

"So right now, we grow $3 million plus Internet businesses into $30 million plus sellable businesses. That's kind of what we do now."

Explanation: Speaker C describes the current focus of their business, Acquisition.com, which is scaling and selling Internet businesses.

Goals and Disclaimers for the Presentation

  • Speaker C aims to share lessons learned that can help the audience progress in their video content journey.
  • They reiterate the disclaimer of being new to organic brand building.
  • Experiences with seeing the success of celebrities like Kylie Jenner, The Rock, and Conor McGregor using their organic audiences inspired Speaker C to reconsider the value of fame.
  • The presentation is intended to provide actionable insights despite Speaker C's novice status in organic content creation.

"Give you a few lessons that I've learned to take you from wherever you are to a little closer to wherever you want to go with this presentation."

Explanation: Speaker C's goal for the presentation is to share knowledge that can help the audience improve their content creation and brand building efforts.

Entrepreneurial Insights on Building a Brand

  • Mozi reflects on the success of brands like Proper Twelve and Huda, recognizing the potential in building a brand.
  • He initially resisted the idea of creating an e-commerce brand, preferring B2B (business-to-business) models.
  • Mozi was inspired by Nomad Capitalist and Neil Patel, who demonstrated the viability of B2B services and the power of inbound marketing.
  • Despite the potential for success, Mozi was hesitant about becoming famous due to the negative aspects, such as privacy invasion and threats.

"illion with proper twelve. It's probably grown by since now. Huda now is a billion dollar brand. And so I can be a little slow sometimes, but I could kind of read the writing on the wall."

This quote indicates Mozi's realization of the lucrative opportunity in brand building, as exemplified by successful brands like Proper Twelve and Huda.

"So there's the writing on the wall. But I didn't want to build an e-commerce brand because all those were e-commerce physical products brands. And I was like, it's not my vibe. I already did that."

Mozi expresses his disinterest in creating another e-commerce brand, seeking a different business model that aligns with his preferences.

"I heard this guy, nomad capitalist who teaches people to not be us citizens. That's not the point. So you can not pay taxes. But anyways, that's when I heard a podcast with this guy and he was like, oh yeah, I get about 3000 applications a month."

Mozi is inspired by the Nomad Capitalist's success in attracting a high volume of applications, which suggests the potential for profitability in the B2B space.

"I heard Neil patel was doing $100 million a year doing a b two b agency services all off inbound."

The success of Neil Patel's B2B agency services further convinces Mozi that there is significant potential in B2B marketing strategies.

"being famous sounds terrible. He was just telling us about how somebody shut up his house and threatened his kids."

Mozi's fear of fame is rooted in the potential dangers and privacy concerns that come with being a public figure.

The Journey of Content Creation

  • Mozi started a YouTube channel called Mosy Nation and learned the importance of content quality over production value.
  • He experienced steady growth, reaching 70,000 subscribers in the first twelve months.
  • A conversation with Grant Cardone reminded Mozi that business principles apply to content creation, emphasizing volume and consistency.
  • Mozi shares a lesson from his first gym business about underestimating the volume needed for marketing success.

"I started a YouTube channel. Some of you guys may have anybody seen this? The YouTube channel Mosy nation. And so I built two expensive studios to launch this thing."

Mozi took the plunge into content creation by starting a YouTube channel and investing in high-quality production.

"Side note, important lesson that I learned on a vacation. That really shitty one did better than my really fancy one, which then taught me that what's inside the content matters more than the wrapper."

This quote highlights the lesson Mozi learned about the importance of content substance over aesthetics.

"I had a chat with Grant Cardone about branding and it reminded me that all the lessons that I learned in business applied to all this organic stuff."

Mozi realizes the relevance of his business acumen to the realm of content creation and personal branding.

"bro, pull up your instagram. He's like, pull up my instagram. He's like, I got ten times the content as you. Ten times. He's like, bro, it's volume, bro, volume."

Grant Cardone's advice to Mozi underscores the importance of producing a high volume of content to build a brand.

"our test size, 5000. He's like, that's what we test with. He's like, and then we do 5000 a day."

The anecdote about flyer distribution for Mozi's gym illustrates the necessity of large-scale efforts in marketing campaigns.

The Impact of Scaling Content

  • Mozi increased his content output from 7 to 80 pieces per week after realizing the importance of volume.
  • The dramatic increase in content production led to significant growth in Mozi's audience across various platforms.
  • The strategy resulted in a substantial increase in web traffic, demonstrating the effectiveness of content scaling.

"we went from seven pieces of content a week, I did three on YouTube, and then I just repurposed the same three on a podcast to 80, 80 content pieces a week."

Mozi's strategic decision to scale up his content production led to an exponential increase in output, which was crucial for growth.

"Those six months, we added 300,000 subscribers on YouTube, 7000 followers on Instagram. Still haven't really cracked that. 1350,000 on TikTok, 150,000 buyers on Amazon for the book, 350,000 followers on Instagram, 100,000 on Twitter and 400,000 downloads a month on the podcast."

This quote showcases the remarkable growth in Mozi's audience across multiple platforms as a result of increased content production.

"web traffic went from basically nonexistent to about 100,000 unique clicks a month to the site just organically."

The significant rise in organic web traffic is a testament to the success of Mozi's content scaling strategy.

  • Mozi discusses the incredible return on investment they experienced with paid ads.
  • They were able to get $2 million a month in exposure without cost, in fact, they were paid to market.
  • This unique opportunity in paid advertising is seen as "literal insanity."

So, in the businesses that I had at a $25 cpm, we were getting $2 million a month in exposure for free. Not only not free, we're getting paid to do it. Shit's crazy.

The quote highlights the exceptional situation where the cost of advertising is not only covered but also profitable, providing significant exposure at no cost.

Business Growth Through Content

  • Mozi shares the impact of their marketing strategy on business growth.
  • They mention that approximately 400 companies apply to acquisition.com for scaling assistance.
  • The business grew its revenue from $7 million a month to $13 million a month, attributing part of that growth to the companies themselves.

And in that time period, we grew from 7 million a month to 13 million a month. And disclaimer on that is that part of that was just the companies themselves.

The quote explains the growth in revenue, which is partially due to the innate growth of the companies involved.

Investment in Content Creation

  • Mozi explains the personal investment in terms of time and money for content creation.
  • They spend $20,000 a month, which doubles to $40,000 for two people involved.
  • The time investment is two days per month and 4 hours per week dedicated to content creation.

The amount of time that it takes me is two days per month and 4 hours per week. And that is what I dedicate towards this.

The quote specifies the time Mozi dedicates to content creation, emphasizing the balance between time and monetary investment.

Content Creation Model

  • Mozi introduces a content creation model that includes testing ideas, recording content, and distributing it.
  • They shifted from emailing themselves ideas to posting them on Twitter, using the platform as an idea dump.
  • Twitter serves as a testing ground for content ideas, based on audience engagement.

And so the new way is the Twitter way, which is being blocked by the thing because it formatted weird. But I post all of those ideas as tweets on Twitter rather than just sending them to myself.

The quote describes the transition from private note-taking to public idea testing on Twitter, which allows for immediate feedback and engagement.

Content Strategy: Short vs. Long Format

  • Mozi discusses their approach to creating both short and long-form content.
  • Shorts provide breadth while long-form content offers depth.
  • They mention learning from successful content creators like Mr. Beast, focusing on click-through rate (CTR) and watch time for virality.

So this is everything that I know about how to make content. That quote goes viral.

The quote summarizes Mozi's understanding of creating viral content, emphasizing the importance of CTR and watch time.

Content Frameworks for Engagement

  • Mozi shares the general format used for creating engaging content.
  • For long-form content, a hook or question, followed by a relevant story, a repeatable framework, and an explanation is used.
  • For Shorts, a hook, a tweet that has proven to engage, an example, and an explanation are used.

And if I want to make longer stuff, it's just that process with multiple stories repeating that over and over again. The Shorts is a hooker, a question, a hammer, which for me is my tweet.

This quote details the structure of both long-form and short-form content, highlighting the use of a proven tweet as a central element in Shorts.

Call to Actions (CTAs) and Podcast Growth

  • Mozi emphasizes the importance of CTAs in growing their podcast audience.
  • By recording and injecting CTAs into content, they saw an increase from 20,000 to 400,000 monthly listeners.
  • Different CTAs are used, such as directing to other channels, sharing, tagging, and asking for clients or questions.

And so the way that we did it was we recorded two versions of each of the call to actions. So, like, call to actions to other channels. Lead medics share a tag if you have a lower ticket product.

The quote explains the strategy of using diverse CTAs to engage the audience and encourage actions that support content distribution and audience growth.

Content Creation and Distribution Strategy

  • Mozi discusses the growth of their podcast and how they've expanded their approach to other forms of content.
  • The importance of making content contextual to the platform it's shared on is emphasized.
  • Sean highlights the increase from seven to eighty times a week in content distribution and the resulting growth.
  • The content creation model involves making a brain dump into content, recording what works, injecting calls to action, contextualizing for different platforms, and increasing content volume.

So this is me doing this. Walking the talk.

This quote exemplifies Mozi's personal application of the strategies they are advocating for, indicating a practice-what-you-preach approach.

So that's a real. That's a TikTok. And then that's the YouTube short. So it's the same thing. You just make it match the platform.

Sean explains the process of adapting a single piece of content to suit different social media platforms, highlighting the need for contextualization.

Then we distribute them. All right, so we went from seven times a week to 80 times a week in distribution.

Sean describes the significant increase in the frequency of content distribution, which correlates with the growth they experienced.

And so we ten x the inputs and we got ten x the outputs.

This quote summarizes the relationship between the increase in content creation and distribution efforts (inputs) and the corresponding growth in results (outputs).

Importance of Context and Brand in Content Consumption

  • Sean emphasizes that the context in which content is consumed greatly influences its reception and effectiveness.
  • The concept of the "frame" is introduced, which is how the audience perceives the content creator.
  • Sean suggests that establishing a strong brand and answering the question "Why should I listen to you?" is crucial for content creators.
  • The real growth, according to Sean, comes from talking about subjects with evidence to support them, rather than just following a content model.

So I think that we should have this question answered for ourselves and our prospects before creating content.

Sean points out the importance of content creators knowing why their audience should listen to them, which should be addressed before content creation starts.

Because I would think it was stupid, pointless, preachy, better than thou, full of shit. And if you're so good, why don't you do it?

Sean illustrates how the perception of content can be negative if the creator lacks credibility or a substantial following, underlining the importance of the "frame."

So besides all the stuff that we shared earlier, the real reason that I think our audience is growing is that we're talking about stuff that we have evidence to support.

Sean argues that the true reason for their audience growth is the credibility and evidence backing the content they discuss, rather than just the content creation model itself.

Reflection on Content Creation and Personal Branding

  • Mozi expresses that the tactics shared in the keynote are meant to help businesses operationalize sustainable content creation.
  • Sean and Mozi both stress that the right mindset and evidence to support claims are vital for successful content creation and business growth.
  • The importance of having the correct "fuel" or motivation behind content creation is highlighted as a precursor to being listened to by an audience.

All right, guys, hope you enjoyed part one of the keynote. It's very special to me. I hope you guys got some tactics that you can immediately use in your business in terms of how to operationalize content in a way that is sustainable.

Mozi hopes that the audience has gained valuable tactics from the first part of the keynote for sustainable content operationalization.

But if you have the wrong heart. Behind it, if you have the wrong. Fuel that's making it, no one will listen.

Mozi underscores the idea that the underlying motivation and authenticity behind content creation are as crucial as the content itself for engaging an audience.

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