In this episode, Alex Hormozi, owner of acquisition.com, delves into the nuances of content marketing and its significance in business growth. He outlines a five-phase approach to building a content marketing machine, emphasizing the importance of volume and consistency over perfection in the early stages. Hormozi explains that content marketing serves two main objectives: lead nurturing and customer acquisition, detailing strategies to support sales teams and enhance paid marketing efforts. He also discusses the costs associated with content production, advocating for authenticity and expertise over virality. Hormozi stresses the long-term commitment required for content marketing to yield customer growth and the importance of providing genuine value to build a loyal audience.
There's a lot of things that are easy to measure and we over index how important they are just because we know how to measure them. There are other things that are intangible that are more important.
The quote emphasizes the human tendency to prioritize quantifiable metrics over less tangible, yet potentially more significant, aspects of business and life.
I'm trying to build a billion dollar thing with acquisition.com. I always wish Bezos, Musk and Buffett had documented their journey, so I'm doing it for the rest of us.
Alex expresses his desire to provide a documented path of his business journey, similar to what he wished industry magnates like Bezos, Musk, and Buffett had done.
Six years ago, I told clients of Gym launch that they should stop making content because they were wasting their time. And I was partially right and partially wrong.
This quote reveals Alex's past advice and his acknowledgment of its incomplete nature, setting the stage for a deeper dive into content marketing.
So I'm going to walk through the five phases, and then I'm going to talk about which of the objectives you're solving for each of these.
Alex introduces his intention to explain the five phases of content marketing, indicating a structured approach to the topic.
So phase one is you make something and you post it. That's it. That's phase one.
This quote describes the most basic level of content marketing, emphasizing the importance of starting somewhere.
Number two is that you post something consistently so you find a platform that you like, ideally one that you're probably already using, and you just post again after you posted once.
Alex highlights the importance of regular content posting to establish consistency, which is critical for audience engagement.
But in phase three, you post reliably, and you do it on all platforms, all right? So this goes, you go zero to one, but you go zero to one on every platform, and you do it consistently.
The quote explains phase three as an expansion of content posting to a consistent presence on all relevant platforms.
Phase four is that you go from posting just even once on every platform on a regular cadence to maximizing how much every platform can take.
Here, Alex describes the strategy of increasing content volume to the maximum acceptable level for each platform.
And then phase five is that you go from creating for all of those to capturing and creating, all right?
This quote introduces the concept of not just creating but also capturing content to further amplify marketing efforts.
The big rule with volume that I have is that there's no such thing as too long, only too boring, all right? And the second rule that I have is quality over quantity. But quality, quantity wins over quality, all right?
Alex's quote stresses the importance of producing content volume to improve quality over time and the balance between entertaining content and quantity.
And so if you have other ways of getting customers, which for most of you would be manual outbound affiliates or paid ads, right? Those are probably the other three ways. And besides referrals are the other three ways that you're getting new customers. And if those are the primary channels, you do not want to take your eye off the ball on that because that's what put foods on the table, that's what's paying the bills. That being said, if that is how you acquire customers, the purpose or the objective of having the organic content is lead nurture, not lead generation.
This quote clarifies that organic content should complement other customer acquisition strategies by nurturing leads, rather than being the primary method of generating them.
"The only litmus test you have to pass there is that you've posted something recently that's not shit." This quote emphasizes the importance of regular, quality content to pass the basic credibility check by potential customers.
"Because there is some content that you've made, knowingly or unknowingly, that convinces more people to buy from you." The quote underlines the existence of high-impact content that has the power to significantly influence purchase decisions.
"Think of the content that you're making as just low risk ways of testing hooks and headlines to get people to buy from you." This quote suggests that content creation is a strategic tool for experimenting with various marketing messages to identify what resonates with the audience.
"That is for phase one and phase two of a content marketing machine that you're building." This quote outlines the foundational steps of a content marketing strategy focused on nurturing leads and supporting sales.
"Phase four is you then say, great. I feel like we finally get each of these platforms, and this fucking takes time, all right?" This quote highlights the complexity and time investment required to master content marketing across different platforms in phase four.
"It takes probably six months. And this is if you have means to pay for this stuff." This quote indicates the time and financial commitment needed to progress through the content marketing phases effectively.
With three, four, five, you're actually making good enough content that the platforms are serving it to new audiences because they are able to grow the amount of time people spend on the platform because your stuff is good.
This quote emphasizes the importance of creating high-quality content that engages audiences, leading to organic growth and platform support.
Now, you still have to have a way to convert those people into customers, all right? And so the way to do that is just having call to actions, all right?
Alex Hormozi highlights the necessity of having clear call to actions to guide the audience towards becoming customers.
And so if you look at it like a sliding scale between give and take, the more you give, the more you grow, the more you take, the more you shrink, right?
Alex Hormozi discusses the concept of give-and-take in marketing, suggesting that generosity in providing value can lead to audience expansion.
If you start doing content as your way of getting customers, expect it to take a long time.
Alex Hormozi advises that content creation as a method for customer acquisition will not yield immediate results and requires a long-term commitment.
So if you're doing phase three, four, five, even at phase three, it's going to be pretty much beyond your capacity to actually create, capture, edit and distribute across all platforms.
Alex Hormozi explains that at higher levels of content creation, individual capacity is exceeded, necessitating the hiring of others for assistance.
But what happens is they'll try to start putting you in this box of like, this is the stuff that's working great.
Alex Hormozi warns about vendors who may push creators towards content that achieves virality but does not serve the creator's true purpose or audience.
And so for context, which is I'll just transition fully into money for us to put out. The stuff that we put out right now across all platforms for Leila and I costs about 70,000 a month.
Alex Hormozi shares the actual monetary cost of content production for his business, illustrating the financial investment required for maintaining a strong online presence.
"And so I have a lot of cost savings doing it organically. The lever on that, though, is how good you are, and that's tough."
This quote emphasizes the economic benefit of organic growth and suggests that success hinges on one's capabilities and expertise.
"And so the question is, how narrowly can I define the problem that I solve so that in that tiny world, in that pond, I am king."
Alex Hormozi stresses the importance of niche specialization to become an authority, which helps in standing out and gaining recognition.
"If you've ever struggled to give away your services for free... it's because the biggest cost isn't your price. The biggest cost is other stuff that goes to the thing that you sell..."
Alex Hormozi explains that the perceived value and associated costs, beyond just monetary price, affect whether people are willing to engage with free services or content.
"And so the biggest picture and the underlying question that I always try and answer is, why should this person listen to me? And why is this worth their time?"
This quote highlights the need for content creators to clearly articulate the value their content brings to the audience in order to maintain engagement and loyalty.
"And then all you do is just slowly you expand your pond. Because what happens is first you're fixing toilets, and then you're talking about how you can expand a plumbing business..."
Alex Hormozi advocates for gradual growth and expertise development, starting with a narrow focus and then broadening one's scope as credibility is established.
"So if I look at you and say, hey, this guy has purple hair, right? You're not going to be offended by that because you know it's not true."
By using the metaphor of an incorrect accusation about hair color, Alex Hormozi illustrates the power of truth and evidence in defending one's reputation.
"If you want to make content marketing your actual lead generation machine, then you need to invest in it the same way you invest in it for paid marketing..."
This quote advises small business owners on the strategic investment required to turn content marketing into a significant source of leads, emphasizing the need for a gradual approach to learning and scaling.